Overview of Shaanxi Province: Shaanxi Province is referred to as Shaanxi. It is located in the middle reaches of the Yellow River in China, and across the middle of the Loess Plateau in the north. Inner Mongolia in Inner Mongolia, west to Ningxia, Gansu, south to Sichuan, Yunnan, Hubei, East and Shanxi, and Henan. The province covers an area of ​​more than 205,600 square kilometers and has a population of 35.96 million. It has ethnic groups such as Han, Hui, Manchu and Mongolia. The province governs 3 regions and 7 prefecture-level cities. 6 county-level cities and 83 counties. The provincial capital of Xi'an. Xianyang, Baoji, Hanzhong and Tongchuan are the major cities in the province. Shaanxi has a long history, famous cultural relics and numerous historical sites. The terracotta warriors and horses of the Qin Shihuang Mausoleum were majestic and shocked when they were discovered. They were hailed as "the eighth wonder of the world" and have been included in the "World Cultural Heritage List". The collision with Mount Lushan is a fortunate experience of the emperors of all ages. The legend of Huaqing Pool is moving and it is nostalgic. The "Xi'an Incident" in modern Chinese history also happened here. Huashan is the Xiyue of the Five Sacred Mountains. It is known for its singularity and has a saying that “from the ancient Huashan Roadâ€. Yan'an was stationed in the Central Committee of the Communist Party of China during the War of Resistance, and the revolutionary relics were very rich. In recent years, with the vigorous development of tourism, Shaanxi has attracted more and more domestic and foreign tourists with her unique history, which has brought opportunities to all walks of life in Shaanxi. In addition to tourism, food and other industries, it has also created unique conditions for the consumption of the washing market. Xi'an consumer market several major characteristics The characteristics of the consumer goods market are: 1. Urban consumption still accounts for a large share. For example, in the first half of 2006, the retail sales of Xi'an reached 34.192 billion yuan, accounting for 90.76% of the city's retail sales; the retail sales of social consumer goods at and below county level reached 3.477 billion yuan, accounting for 9.2% of the city's retail sales. 2. The driving effect of holiday consumption on the commodity market is enhanced. This year's "Spring Festival" and "May 1" Golden Week, the city's social goods sales increased by 26%, 20.3%. 3. The consumption structure has been upgraded and the hot products have continued to sell well. Consumption of automobiles, communication equipment, gold and silver jewellery, cosmetics, mobile phones, digital cameras and other products continued to heat up, of which the automobile category increased by 1.55 times compared with the same period of last year, the communication equipment category increased by 89.5%, and the gold and silver jewelry category increased by 58.1%. 4. Consumer prices rose moderately. The overall level of consumer prices rose by 1.7% over the same period of the previous year, and the increase was 1.8 percentage points year-on-year. These major characteristics show that Shaanxi's economy is developing steadily. At the same time, the steady development of the economy will also provide a broader development space for the daily chemical market. Residents have money in their hands, and naturally they will think of arming themselves. The money used on the body, face, and hair will also grow. Overview of Xi'an Urban Washing Market In the commercial street of Jianxin Village in Xi'an, the reporter saw the cosmetics store on both sides of Fengqing Road in the market. The area is not large, ranging from a dozen square meters to more than 20 square meters, and the types vary greatly. From local brands to international famous brands, they can be found. And P&G's Xi'an distribution office is somewhat different in many cosmetics stores. The big door word seems to mark her prominent position to passers-by. In the new new daily chemical shop, more than 20 square meters of rooms are surrounded by dozens of brands, Lafang, Piaoying, Huayu Muxiang, Dr. Li, Ding Jiayi, etc., everything. The rich products have also attracted a lot of business. The reporter saw that the most popular suburban counties from Xi'an are local brands. This is because the price advantage of local brands has created local consumer groups. Some shopkeepers told reporters that in Xi'an, high-end products have a market, low-priced, and rarely sold. The washing powder market is an exception. In a daily chemical wholesale store, at the entrance, there are piles of washing powder, four brands: carved cards, white, Tide and mystery. The best thing about selling is not the mystery, nor the Tide, but the white. From this point, we can see the rational side of consumers in Xi'an. In several large-scale daily chemical wholesale stores, many dealers are getting goods, the boss is busy invoicing, and the workers are busy moving goods. Everything seems to be full of vitality. When it comes to the current situation of the daily chemical market in Xi'an, the bosses have said without exception that the competition is too intense. There is competition to have a market, and a competitive market is active. This is the same as Xi'an and other provinces and cities. Analysis of the operation of Shaanxi Province: The distributors in Shaanxi Province are mainly concentrated in the second and third-tier cities. The provincial capital dealers only account for 12%, the prefecture-level cities and county-level cities account for 37% and 44% respectively, and the township rural market also accounts for 7%. At present, many manufacturers have omitted the provincial agent, this data is in line with the current situation of Xi'an wholesale market. In terms of business model, supermarket supply and mall counters have the same proportion, accounting for 12%, and wholesale and retail each occupy 19%. Self-opening franchise stores account for 30%. In these business models, many dealers choose to operate in multiple modes. For example, if they supply the supermarket, they will also deliver the goods to the franchise stores, and deliver them to the counters at the mall. Multi-mode operation brings a lot of benefits. In terms of sales, monthly sales of 50,000 to 200,000 accounted for 25%, while sales of 200,000 to 500,000 accounted for only 9%. In addition, the ratio of sales of 10,000 to 5 is 41%, and sales of less than 10,000 are only 22%. Overall, most of Shaanxi's dealers are slightly worse than Heilongjiang and Fujian. In terms of development, 63% of dealers said that their economic growth trend indicates that the market still has a lot of room for development, and another 37% of dealers believe that their operations are flat, and no one said that their business has declined. Some of the flat dealers believe that the main factors affecting sales are competition, which accounts for 52%, 31% for business reasons, and 6% for management reasons. Only 11% of merchants believe that sales are not good, and The product itself is relevant. For development, 33% of dealers are prepared to increase their investment by a small margin, 12% of dealers are prepared to invest heavily, and only 3% of dealers are prepared to maintain their current size. Among the dealer teams surveyed, no one said that they would reduce the scale of operations. This also shows that the competition in the daily chemical market in Shaanxi Province will also intensify. Product features of Shaanxi Washing Market: Shaanxi is located in the middle latitudes of the interior of China, and the influences of monsoon climate and continental climate are obvious. From north to north, it has a humid climate in the north subtropical zone, a warm temperate semi-humid climate and a warm temperate zone and a temperate semi-arid climate. The Qinling Mountains are located in the middle and south of the province, and the climate difference between the north and the south is significant. In the largest shampoo market, 31% of dealers believe that anti-dandruff products have the largest sales volume, followed by anti-offset, accounting for 21%. Luster and hair care are 6% and 15% respectively. In addition, suppleness, black hair and moisturizing each accounted for 12%, 2%, and 13%. In terms of price, it is best to sell products with a price between 10-18 yuan, accounting for 67%, 11% for 10 yuan, and 19% for 19-30 yuan. The sales share, the price of more than 31 yuan, only 3% of the market share. In terms of capacity, the capacity of 350-500 ml is the most popular, with 42% of the market. The capacity of 200-350 ml is also favored by 41% of consumers. The capacity of 500-800 ml or more accounts for 14%, and the capacity of 800 ml or more only accounts for 3%. In the design of the cap, consumers prefer the pump-type extrusion, which accounts for 69% of the proportion, while the traditional uncovering method, 31% of dealers believe that it is acceptable. In terms of toothpaste, the most popular products for consumers are whitening and fresh breath, each accounting for 33%, anti-caries accounting for 20%, and solid toothing only accounting for 14%. The price of toothpaste is concentrated between 3-6 yuan, accounting for 71% of the market share, products below 3 yuan account for 19 market share, 6-10 yuan products account for 19%, and products with price above 10 yuan There are few markets. The best-selling price of shower gel products is between 10-15 yuan, accounting for 54% of the total, followed by 5-10 yuan products, accounting for 33% of the market, 13% between 15-20 yuan. There are almost no markets for products below $5 and above $20. Analysis of the management methods of dealers in Shaanxi Province: In selecting products for promotion, 33% of dealers believe that shampoos and related products need to be promoted. Secondly, 58% of dealers believe that cosmetics need to be promoted. Only 3% and 6% of dealers believe that toothpaste toothbrushes and detergent detergents need to be promoted. Promotion requires a certain amount of investment. Who should come out of this investment? Is it a business or a manufacturer? It is hoped that the manufacturers will take up 70% of the discretionary support, and another 26% of the distributors hope that the manufacturers will fully support them. Only 4% of dealers are willing to take a casual attitude. Nearly half of the merchants said that even if the manufacturer does not support the cost, they will pay for the promotion, and 56% of the dealers say that it depends on the specific situation. No dealer believes that manufacturers do not have to pay, and there is no need for them to engage in promotions. In the process of operation, 32% of dealers have encountered many similar products in the market at the same time, 18% of agents have encountered subordinate dealers suddenly request promotion support, and 18% of dealers encounter Over the phenomenon of manufacturers raising the price of goods, 32% of dealers have encountered counterfeit and shoddy products hit the market. Shaanxi dealers choose new product focus: The way to choose a new brand, Shaanxi dealers mainly choose new brands through four channels, and these four channels can be said to have four levels: 30% of new brands are selected through large-scale industry exhibitions, the salesperson of the company Home-based referrals accounted for 10%, participation in corporate ordering meetings accounted for 42%, and media advertising information accounted for 18%. In terms of motivation to choose a new brand, 33% of dealers are trying to increase profits, 32% of dealers are to increase business categories, 11% of new brands are added to consumer demand, and another 24% Dealers add new brands to promote their reputation. In the next year, the number of new brands will increase by 46% between 3-6, and below 2% will account for 47%, and only 7% of dealers are prepared to increase 7-10 brands. When choosing a new brand, Shaanxi dealers value product efficiency, accounting for 34%, another 33% value the price of the product, 17% of the dealers value the brand value of the product, and 16% of the distributors believe that the product packaging It is also very important. At the same time of choosing a new brand, dealers will generally eliminate some old brands. When the old brands are eliminated, the lack of support from the manufacturers will be the first to be eliminated by 43% of the dealers; if the products are difficult to sell, they will also be distributed by 34%. Give up. Brands with low profit margins, 14% of dealers admitted that they would choose to change, and other manufacturers' after-sales service was not in place, and the business concept and other reasons eliminated 9%. The dealers most want to get 50% of the trials provided by the manufacturers, and another 26% want to provide on-site guidance. In addition, 21% and 3% of distributors want manufacturers to provide knowledge and other services related to products. Analysis of consumer groups and habits in Shaanxi Province: The types of advertisements that have the greatest impact on local consumers' purchases are TV ads, which account for 54%, followed by magazines 13%, outdoor ads 11%, newspapers 6%, Internet 4%, broadcasts 4%, and cars 2%. In addition, according to the latest survey data, among the top ten Japanese brands in Shaanxi Province, local brands have more than half of the local brands. This kind of image shows that local brands and international brands are increasingly capable of countering, and at the same time, they are also local. Japanese companies have injected confidence. Bamboo Sushi Set,Sushi Mat Set,Bamboo Sushi Kit Set,Bamboo Sushi Serving Set Nanchang Sou Bamboo Network Technology Co., Ltd. , https://www.168bamboo.com
38% of dealers believe that the local market competition is very fierce, the market changes too much, 59% of dealers believe that although the competition is fierce, but the market share is relatively stable. Only 3% of dealers believe that competition is not intense and market share is stable. In this competition, 39% of dealers said that there have been vicious competitions in the local market for large price cuts. 25% of dealers said that counterfeit products have hit the market in the local market, and 33% of dealers have encountered It has also happened to squander customers with interest rebates, and the phenomenon of demeaning opponents in advertising campaigns has also occurred, accounting for 3%.
54% of dealers believe that in the case of manufacturers to increase the promotion and promotion efforts, there will be prosperous sales, 24% of dealers believe that there will be strong sales in the holidays. Product change packaging and weight increase may also be the main factor for strong sales, accounting for 12%, only 10% of dealers believe that product sales are affected by the surrounding competition.
57% of dealers said that OEM production is not common in the local area, and they are all making manufacturers' brands. There are also 12% of dealers who say that there are many small brands in the local market, which is caused by many dealers' OEM production. Another 19% of dealers believe that OEM is what many merchants want to do but dare not do. Only 12% of dealers have or are operating their own brands. Among the dealers surveyed, 62% of the dealers said that they did not plan to register their own brands, and concentrated on doing good distribution. 21% of dealers said they had the opportunity to try their own brands. Another 17% of dealers have registered their own brands.
54% of dealers believe that the local purchasing power is increasing, consumption is optimistic, 7% of dealers believe that the local purchasing power is flat, 39% of dealers are not sure about the local purchasing power, do not know whether it will rise or fall .
In terms of consumers changing brands, 52% of the same brand is used for a long time, and 48% of brands are frequently replaced. When choosing a brand, 22% were affected by advertising, and 28% were due to friends' recommendations, promotional offers and new features, as well as 13% and 10% opportunities. 22% of the brands are replaced because the products currently used are not performing well.
This climatic feature also constitutes a different product structure than other provinces. 30% of dealers believe that local shampoo sales are the largest, followed by skin care products, accounting for 28% of the market. Shower gels and washing powders and toothpastes accounted for 10%, 14%, and 16%, respectively, and make-up has a 3% market share. (Figure 1)
In cosmetics, skin care products sell the best efficacy products are whitening, accounting for 36% of the market, hydrating accounted for 33%, emollient products accounted for 10%, sunscreen accounted for 5%, wrinkle products accounted for 15%, and acne products accounted for 1% (Figure 2). Among these products, the products with the price of 20-40 yuan have the largest sales volume, with a market share of 54%, and the products between 20 yuan and 40-60 yuan respectively account for 13% and 23%, while the products with more than 60 yuan only Has a 10% market share.
Cosmetic products, the most popular in the Shaanxi market, are lipstick products, accounting for 31%. Foundations, nail varnishes, eyebrow pencils, and eye shadows account for 19%, 19%, 17%, and 14%, respectively. (image 3)
In the course of business, each merchant will have its own unique means and methods, as are the dealers in Shaanxi. They are in the process of promoting individual products. When choosing the main push product, the proportion of the product's profit margin is 32%, followed by the manufacturer's support and products, which account for 28%, and the products that can drive the store atmosphere account for 34%. It will also be used as the main push product, accounting for 6% (Figure 4). In the way that the main products are used, the main proportion of 52% occupied on the display shelves is occupied, 11% of the promotions are continuously carried out, and 37% are taken by the guides. In terms of promotion methods, the most popular among dealers is gift promotion, which accounts for 38%. Shopping points and discounts account for about 27% and 23% respectively. Coupons and lottery games account for 7% respectively. And 5%.
In terms of publicity, 49% of dealers believe that manufacturers should work hard to improve their brand image. 37% of dealers believe that manufacturers are fine on product efficacy, and price discount is also an aspect that cannot be ignored, accounting for 12%. Proportion, only 2% of dealers believe that beautiful pictures are also important (Figure 5).
For dealers who want to grow and develop, it is crucial to choose new products. If you choose the right products, your business will be half successful. When choosing a new brand, Shaanxi dealers accounted for 21% of brand awareness and advertising, 18% of enterprise strength and technology advantage, and 25% and 36% of profit margin and product positioning. This data shows that when dealers in Shaanxi choose new brands, they value the value of the brand itself (Figure 6).
At present, the types of products operated by Shaanxi dealers are unevenly distributed, accounting for 27% of cosmetics brands, 25% of shampoo products, and 30% of skin care products, and another major consumer goods and products for washing industry. The chamber supplies only accounted for 5% and 12% of each. In addition, pesticides and hair removal products accounted for 1%.
Analysis of the current situation of Shaanxi market:
41% of dealers believe that the local dealer structure is relatively stable, with a small amount of flow, and another 52% of dealers believe that there are many merchants entering and leaving the industry, and the market is very unstable. Only 7% of dealers said that the local dealers are very stable and those who distribute them are those. From this set of data, it can be found that because the threshold of cosmetics stores is low, more and more people have joined the industry, which means that the competition between businesses is becoming more and more intense.
The age structure of consumer groups in Shaanxi Province and other provinces is similar, mostly concentrated in the population aged 20 to 40. In the purchase of daily products such as shampoo, washing powder, toothpaste, etc., consumers aged 20-30 account for 26%, and those aged 30-40 are 68%, while those aged 40-50 only 6%, and people over 50-60 years old are almost forgotten by businesses. This phenomenon also constitutes a consumer group of cosmetics. Cosmetics are personal consumer goods. Only when you use it, you know which products are suitable for you. Therefore, the main age structure of cosmetics consumers is the same as that of this purchase group. It is also 20-40 years old. The age group is the main consumer group, accounting for 97%, and 40-50 years old accounted for 3% of the share. In the market, there is almost no old-age cosmetics, which is also a breakthrough in the Shaanxi market. Enterprises that want to open up new markets in Shaanxi may wish to develop old-age cosmetics as a new field.