China Washing Investigation Report - Chongqing

January 15, 2007 The "China Washing Cosmetics Merchants Express Train" opened to Chongqing, and the number of dealers who came to participate reached more than 400 . This week's report, through in-depth interviews with interviews with local distributors, and visits to local markets, routinely compiled a survey report on the Chongqing washing market, hoping to summarize some of the characteristics of the Chongqing washing industry through this report. And trends, which will help manufacturers to expand the Chongqing market.

I. Introduction to Chongqing

Chongqing referred to as "Yu" east of Hubei, Hunan, Guizhou Province, south, west Sichuan Province, Shaanxi Province, bordering North and plays the east to the west of the buckle in promoting economic development in central and western areas of the country effect. Yangtze River and Jialing River converge here, making Chongqing become the upper Yangtze River and Southwest surface and air accessible material distribution center, trade center and the largest communications hub. Chongqing is located in the hinterland of the Yangtze River and the Three Gorges Reservoir, after the completion of the Three Gorges reservoir, 39.3 billion cubic meters of water to form the world's largest valley reservoir, direct-ton fleet already achieved Chongqing, Sea Combined Transport, the transport capacity in Chongqing And the ability to exchange materials has reached a higher level. On March 14 , 1997 , Chongqing became the focus of major media attention . On this day, the National People's Congress reviewed and passed the proposal to establish a municipality directly under the Central Government. On June 18 , Chongqing Municipality was formally established. Since then, the new Chongqing has become a " star " in the rise of western China. The unique geographical location and the glory of the only municipality in the central and western regions have enabled Chongqing to obtain sufficient conditions for economic take-off. The speed of development of a city undoubtedly plays a decisive role in the development of various industries within it. So what is the status of Chongqing's market for washing in such a potential?

Second, the dealer profile

1 , the business

It has been praised by experts as "the earliest female entrepreneur in China" - the Pakistani widow, which is the Ba County (now Chongqing) in the Qin Dynasty. This legendary figure was cited as the originator of the merchants by Chongqing businessmen. Looking back at the history of merchants, from the establishment of the Chamber of Commerce in Chongqing in 1904 , to the formation of salt, iron, horse and yarn in Chongqing in the 1920s and 1930s, the “Chuanbang”, which is dominated by Chongqing businessmen, began to form a force in the country. In the 2005 Forbes Rich List, Chongqing businessmen accounted for as many as eight . This shows the tremendous energy of Chongqing businessmen. As a whole, “渝商” has its distinctive features. The characteristic areas such as “ hills ” , “ mountain heads ” , “ countrysides ” and “ water docks ” in the land of Bayu have given Chongqing people a culturally rich character, the hills everywhere, the closed and self-sufficient countryside. The riverside pier that stretches everywhere nourishes a rich cottage culture, rural culture, and pier culture. The rural-style fearlessness, forge ahead, and the roughness of today's Chongqing urban culture are wonderfully integrated.

The boldness and straightforwardness of the cottage culture and the rural culture will make foreigners close to Chongqing businessmen. In business, this character makes the “shangshang” less professional and rational. "Brotherhood feelings", on the one hand, are arrogant. This makes it difficult for Chongqing enterprises to seek common development through cooperation; the “small business” under the water dock culture is both open-minded and not exclusive, and dares to take the risk and struggle. No matter which city the foreigners come from, they all treat them equally, but the spirit of taking risks often makes the “businessmen” fall into the danger of rushing. The whole brain is thinking about maximizing products, but it is easy to ignore the humility of modern enterprise operations.

2 , washing dealer features

The dealers in Chongqing especially like to fight alone. A considerable number of dealers who come to participate in the China Merchants Express train are distributors with funds of several hundred thousand yuan. These dealers value the profit margin given by the exhibitors, followed by the brand quality and packaging, but few people ask the manufacturers whether there are any guidance on promotion and display. The ultimate goal of business activities is naturally to obtain maximum profits, but the excessive emphasis on short-term profits is extremely unfavorable for the long-term development of individuals.

When a well-known cosmetics agent talked about the vision of Chongqing dealers, he said that the cosmetics dealers in Chongqing are just like the basin characteristics of their Chongqing area. They rarely learn from the market in the field and like to bury their own fixed products and customers. Many investment associations will find many dealers to visit, and there are many inquiries from exhibitors, but there are very few people who really sit down and negotiate with the company. This is closely related to the mindset of Chongqing dealers who are more likely to satisfy their own achievements.

Third, the local washing market overview

The urban geographical feature of Chongqing is based on the main urban area. Each district, county ( autonomous county, city ) is shaped like a star, forming a group-type, networked modern urban group with large, medium and small cities. It is China. At present, it has the largest administrative area, the largest population, and the largest administrative city with the largest number of administrative units. From this urban structure, this complex and diverse organic combination should leave a broad space for the development of large, medium and small brands in the daily chemical industry, but in fact, there is only one large-scale wholesale market in Chongqing. - Taisho Mall in Chaotianmen. Washing wholesalers are concentrated on the second floor of the mall. Wu Jie, the owner of Wanjie Daily, introduced that there are more than one hundred wholesalers in the mall. The foreign brands that are operated include P&G, Opel, and Yuxi, which are well-known in China. Brands include Caile, Longliqi, Haodi, Avon, etc. Most of the rest are unknown third-rate brands. The two companies in the market are better at acting as Procter & Gamble products, and one is mainly engaged in make-up. The second-line brand is relatively poor, and the third-line brand is flooding. This is the current wholesale situation of Taisho Mall. From this point of view, Chongqing's washing market is still in a state of lagging behind. Another typical example is that there is no well-known cosmetics chain franchise in the entire region of Chongqing. Compared with department store counters, the charm of chain stores is to face the open features of consumers, customers can choose and enjoy. The establishment of a cosmetics franchise store is a sign that a regional cosmetics consumer has entered a mature stage. The lag in the cosmetics market in Chongqing has not yet provided a sufficient customer environment for the establishment of cosmetics franchise stores.

The Jiefangbei near Chaotianmen is the golden belt for Chongqing's white-collar consumption. Chongqing Department Store and New Century Department Store stand across the street. The first-line brands that entered Chongqing were basically concentrated in the two department stores. The first floor of New Century Department Store is a brand-name cosmetics counter area. The main brands are L'Oreal, Venecia, ZQ , Avon, Opal, and Yuxi. The brand-name cosmetics counter area of ​​Chongqing Department Store is smaller than that of New Century Department Store. The main brands are Ai Libi. Silk, L'Oreal, Maybelline, Olay. In general, the relative concentration of first-line brands and the characteristics of urban multi-center clusters in Chongqing are not consistent. Next, the reporter also inspected the Hundreds of Supermarkets. The consumer groups in the supermarket decided that such areas are representative locations for the second-line brands. The second-line brands in the wash zone include Blue Moon, Dabao, Yumeijing, Meijiajing, and Leta. Shopping guide Yang Hong Ms. said that the best selling brands are Yumeijing, Dabao and Baique Ling. There are also some local washing brands in Chongqing. Among them, the “Jinyinhua”, “Saponin” and “Ginger Juice” shampoos produced by Chongqing Mengli Zhuri Chemicals Co., Ltd. are still good.

Fourth, the characteristics of local washing products consumption

Chongqing is one of the three famous “fire stoves” in the country. The temperature in summer often reaches more than 40 degrees. Therefore, the shampoo products of shampoos and shower gels have the best sales. The girls in Chongqing are mostly white, and of course their beauty is famous throughout the country. Beautiful women are more beautiful, and Chongqing women are not afraid of the consumption of cosmetics, especially the long-term effects of the products. Once a brand is selected, it will be used for a long time, and the exchange between girlfriends plays an important role in personal brand selection. The mountainous and humid geographical environment has made Chongqing famous for its “fog capital”. Because the basin landscape and urban planning built by the mountains make Chongqing less vulnerable to wind and sand, moisturizing skin care products do not have much advantage in the local area. Sunscreen, whitening and moisturizing are popular in the market. Skin care products, in which sunscreens are too extreme seasonal reasons, are almost exclusively concentrated in the summer. The sales of whitening and moisturizing products are very stable like other regions. However, in terms of brand selection, the degree of freedom of consumers is very small. The reason is that a large number of second-line brands operated by local distributors in the Chongqing cosmetics market. There is a general lack of publicity and promotion efforts, which cannot convey enough purchasing confidence to consumers, and they cannot mobilize their impulse to try. Make-up products have a strong development momentum in Chongqing. Beautiful women have always been brave in trying makeup, and the beautiful girls in Chongqing are especially numerous. Foundations, lipsticks, eyebrow pencils and nail varnishes are favored by local women.

V. Summary of the study