自創開架化妝品品牌定位策略探討 以H公司為例

Abstract

化妝品產業是一個市場飽和、高度競爭的產業，但其高毛利和低進入障礙門檻的特性，還是有許多的競爭者不斷地加入，由於社會經濟和國民水準的提升，化妝品已由早期的奢侈品轉變成為民生必需品。加上台灣市場自1992年以後，貨物稅停徵、關稅下降以及公平交易法通過，各品牌的對產品的定價與促銷更有自主性，也使得化妝品市場競爭日趨激烈。 台灣化妝品市場超過六成以上為進口品牌所佔據，而目前化妝品主要的零售通路仍然以百貨專櫃為主要的零售通路，但台灣品牌在此通路佔比卻是低於5%，因此台灣自創化妝品品牌定位就相對顯得重要，自從政府將化妝品列為生醫產業發展輔導的重點對象之一後，這10年來台灣自創化妝品品牌前仆後繼地進入市場，初期以台鹽、台糖以及台塑生技所開發的品牌為市場上的主力，但台灣不管在高階原料、專利成份以及研發的人才上都無法跟國際大廠比擬，加上台灣長期以來的代工思維模式及市場規模的限制，我們的行銷人才和預算也無法與之競爭，於是在實體的零售通路中要看到台灣自創化妝品品牌的存在是少之又少的。然而為了規避通路成本的風險，台灣品牌選擇放棄了自己原先的品牌定位。 台灣消費者對國際品牌的接受度向來很高，從台灣市場前10大品牌幾乎是國際品牌的天下可看出，加上實體零售通路的成本不斷提高，因此，台灣自創品牌慢慢地轉向尋找其他零售通路，所以目前的網路和電視購物甚至直銷通路比比皆是台灣自製生產的化妝品品牌，因為目前這些無店鋪通路(虛擬通路)所需的通路成本較實體通路低，較無資金成本的壓力，風險相對低，雖然虛擬通路在近年來在美妝的銷售量有大幅的成長，但畢竟目前的化妝品主要的購買零售通路仍然以實體通路佔比最高，多數台灣品牌選擇了美妝的弱勢通路也造成無法永久經營和建立品牌的困難度。所以台灣自創化妝品品牌躍上國際的機率是微乎其微。 研究發現，台灣自創化妝品品牌還是可以先站穩台灣市場，放眼國際。只要有清楚的品牌定位，對品牌的建立和經營有長遠的計畫和堅持，加上配合定位的正確零售通路之選擇，然後對市場和通路以及消費者等的改變作行銷策略上適度地調整，即使在國際品牌的強敵環伺下，台灣自創化妝品品牌仍然可以藉由台灣製造的好品質和生產的彈性跟適當的零售通路之合作，搶佔市場一席之地。

Cosmetic Industry is extremely saturated and highly competition with high gross profit and low entry threshold, for those unique factors which force many competitors to get in on. Due to economy and living standard has been raising, cosmetic products becomes necessity from luxury, therefore, goods tax in-collect, customs duty decrease and Fair trade policy were published since 1992, there is more autonomy by pricing and promotion strategy, the cosmetic market in Taiwan are more competitive than before. There is over 60% are international brand in Taiwan cosmetic market, the main retail channel is department store, However, Taiwan local brands only occupied lower than 5%, thus, brand positioning is very important for Taiwan local brand, Bio-technology is the key industry since which has been listed in development program of government, there are many local brands get into cosmetic market in recently 10 years, The leading brands developed by Taiyen, Taiwan Sugar and Formosa Biomedical since the beginning, but there are still a huge break compare with international brands whether material, formula and RD, furthermore, the OEM business model becomes a frame and limited market size, marketing strategy and budget are our weakness as well, in this tough environment, we can see many Taiwan local brand choose to give up their original brand position in order to avoid the risk of channel cost. The top 10 leading brands in Taiwan are all international brands, due to the channel cost has been increase and un-affordable continuing, Taiwan own brands are figure out new channel strategy , as you can see web and TV shopping channel become the key market channel for Taiwan local brands, the key factor why local brands can exists in web channel is low cost whether in channel and stock cost, even though most of them have great performance in web channels, but for the ling term branding development is not easy and difficult to globalize Taiwan local brand into global market. The result we can see, having a distinct brand positioning is the key factor to globalize local brand into global market, with the concept of long term branding investment and accrue channel strategy, keep fixable is the strategy to face uncertain market situation. Taiwan local brand still have chance and capability to expand the market share with unique advantages : good quality of MIT, fixable production and channel cooperation.