Different from Europe, the main sales channels of skin care products in China are department stores, supermarkets and specialty stores in turn, and pharmacies are only "pioneering places" for a few brands to choose. When Vichy entered the China market, she still took the road of exclusive sales by pharmacies, which was a unique skill, which not only adhered to the consistent distribution channels, but also laid an excellent foundation for its successful operation in China in the future.
The skin care market has always been surging and filled with smoke. There are many high, middle and low-end brands, and most of them gather in department stores to "kill". A few hundred square meters of cosmetics stores often put dozens of skin care products on shelves, which shows the fierce competition. Vichy chose to enter the pharmacy for sales, which just avoided the direct conflict with many brands in this tiny place of shopping mall, and undoubtedly played a role in reducing the competitive pressure.
The traditional distribution method of skin care products in China makes consumers often pay high search costs when choosing brands. Many brands gather in one place, and the promotion methods are very similar, which makes consumers who are at a disadvantage in information acquisition often confused and incomprehensible, and for those inexperienced first-time buyers, it is even more one in a hundred. Vichy alone in the drugstore will attract some consumers. With its high-quality products and professional services, it will naturally make buyers know their future choices at a glance, greatly reducing the time and energy costs of consumers.
In China, pharmacies, especially professional pharmacies, convey the message of "health and peace of mind" to consumers. Vichy's choice of large pharmacy not only set off her specialty in skin care, but also increased the trust of buyers in this specialty, which played a powerful role in promoting Vichy's brand goal of "having healthy skin".
There are three main reasons for the analysis: first, consumers have high loyalty to previous brands and will not give up using existing products easily; Second, because of the difference in pharmaceutical functions between China and Europe, consumers will exaggerate the medicinal properties of Vichy and dilute its skin care function; Thirdly, Vichy only put advertisements in a few magazines sporadically, and the information coverage was insufficient.
For China consumers, Vichy is a brand-new brand after all. Therefore, in the future promotion, we should increase publicity: ① Combination of various promotion methods, such as increasing TV and radio advertisements, distributing product series descriptions in pharmacies, and POP advertisements in shopping malls. ② Advertisements should highlight Vichy mineral water to strengthen the selling point of natural texture of products; ③ It is emphasized that entering the pharmacy is because the products are more professional and safer than other brands of skin care products, rather than so-called drugs, which changes the negative evaluation of Vichy by consumers under fixed thinking.
After China's entry into WTO, everything seems to be internationalized overnight. In fact, as the saying goes, "one side of the soil and water support one side", the accumulated consumption psychology and habits will not change in a short time. Vichy has always been proud of its professionalism, but its professionalism is far from perfect. Vichy's service image remains to be discussed.
Generally speaking, during the promotion period or preferential period, customers will try skin care products for free and then give some suggestions, but Vichy did not launch this service. Vichy chose to sell in a pharmacy, and the salespeople who promoted it were all pharmacists. But in fact, because there is no on-site skin test, and the salesperson's unprofessional shopping guide behavior, many times consumers still have to try to buy it themselves, and it is difficult to feel the authority of skin care advocated by Vichy.
For the first time, triple emulsification technology was used to combine pure vitamin A (scientific name: retinoic acid) and pure vitamin C (scientific name: levo-vitamin C) stably to develop comfortable and effective anti-aging products and facial care products that systematically filter all kinds of ultraviolet rays. SPHINGO-LIPID is a patented ingredient, which is the precursor of sebum. It can make skin produce sebum again and transform dry skin into healthy skin.
Serine natural moisturizing factor (N.M.S) can lock water, and combine with Vichy hot spring water to replenish water for a long time. Patented UV isolation barriers MEXORYL SX and XL are the first isolation barriers with good light stability and UVA isolation. Patented molecular structure L'AMINEXIL prevents hair roots from hardening, which is the main cause of hair loss.