Dig greatly ” lipstick effect ” detonate sale new upsurge
Century fine seeks sale to engineer transmission orgnaization Li Dong
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Origin
Last centuries 30 time, The United StatesTypist of an office Virgo becauseEconomyBig flat and get the air, “Come off sentry duty ” that day, she bought two to admire long already lipstick in the heart to department store — two lipstick won’t let her already unemployed one disaster after another, but go up in the lip when the lipstick besmear of moist when, pacified her disturbed heart however.
From now on, “Lipstick effect ” be used to describe this kind of interesting economy phenomenon: Every time economy appears low when confusing, the consumption of people can change direction buy cheap commodity, can bring psychology to comfort to people so with contented feeling ” cheap small luxury “IndustryCan go against force growth instead.
The current situation
2008The worldCrisis of sexual economy banking, to ” lipstick ” brought the market. The United StatesMediaSay, the sales volume of film of lipstick, face begins to rise, and do one’s hair, do massage etc ” loosen consumption ” also very somebody is angry, of this and other heavy goods and luxury low confuse sales volume to present a bright contrast. The whole world a few bigCosmeticOf the tycoonSaleThe forehead confirmed this one point of view, include France among themOulaiyaCompany, Germany does obeisance to Er Siduoerfu joint-stock company andJapanEndowment unripe hall company. Sale went against Europe Lai elegant company first half of the year 2008 city grows 5.3 % . Korea LGThe lifeHealthy company report shows, lipstick is in sales volume will rise than the corresponding period of the year before last year October last year 15 % ; Korea loves group of jasmine Pacific Ocean to say, it is subordinateBrandLipstick is in 2008 first 9 months sales volume jumps 44 % . Company of LG life health makes a statement say: “As economy further be issued to lower levels, moreFemaleFavour color commodity. It is in colour makeup things, lipstick is relatively cheap. ” media judges exposition and argumentation, lipstick is the cheapest cosmetic it seems that. Face slump, female more and more depend on lipstick to illume makeup look, strive for the face with one Zhang Rongguang coruscate to show self-confidence. “Lipstick effect ” begin to show, and ” lipstick effect ” the theory that 30 time offer this one 20 centuries also appears ceaselessly on overseas media. Since last year since second half of the year, the economic crisis that sweeps across the whole world is held in both hands red ” lipstick effect ” this word. FromThe filmCourse of study arrives recreational industry, from books publication course of study arrivesHairdressingBeautify hair course of study, consider even beautiful shop to build even get on this time ” lipstick date express ” , let oneself become the heat in severe winter to sell that is raised ” lipstick ” .
The history
The United States came 1929 1933 halve of industrial production value, but cosmetic sale increases; Came 1990 amount of worker of industry of the cosmetic when economic depression increased 2001; After sufferring 9•11 to make a surprise attack 2001, lipstick sale turns over times.
Discuss
Come from hairdressing cosmetic industry ” lipstick effect ” , how to undertake deepness is dug, produce this kind of effectValueThe biggest change, magnify this is planted effect, is outstanding achievement created in popularizing sale activity quickly thereby? From ” lipstick effect ” itself we conclude not hard: It is an itself of carry out product above all besides economic value, want to have add sense. For instance lipstick besides increaseWomanbesides glorious, return the self-confident heart that can enhance a female, comfort to what the person goes up with the heart; Next, the implicit value of product itself wants low, the people below economic crisis is impossible very high expenditure; Again, the businessman should make full use of circumstances will lead customer, detonate consumptive desire. This it may be said is Chongzhongzhi is weighed, mining ” lipstick effect ” the key depends on this, this is a link that the businessman wants firm concentrate one’s efforts.
ChinaHairdressing cosmetic ” lipstick effect ” sale case
Case one: Happy event greet 38 lipstick big send out
2009 38 during the section is coming, zhengzhou city was rolled out to house of pure hairdressing life ” happy event greet 38 lipstick big send out ” sales promotion activity. This beauty parlour is special the lipstick that takes out a variety, send freelyClient, before be restricted only everyday 10 take inn client. The activity adopts paperAdvertisementAnd send out the means that publicizes color page undertakes popularizing, the message is released after going out, to house of pure hairdressing life for a short while bustling. The activity lasted near 10 days or so, everyday on average 30 clients get lipstick, drive the lipstick that sells other sort and other hairdressingProtect skinTaste value 80 thousand yuan or so. More important is, “Happy event greet 38, lipstick big send out ” mobile itself became this city a news, local news, broadcast, newspaper had a story, to pure beauty parlour instantly reputation Yuan Yang, famous degree, beautiful praise degree promote greatly. The lipstick that actually this beauty parlour rolls out has ten kinds, but only one kind is given freely, after the customer came if do not like the lipstick that sends freely, OKChoiceBuy the lipstick of other sort, for foil atmosphere, a billboard was hanged inside inn, it is above ” lipstick effect ” source story.
Lipstick index: ★★★★★
Sale analysis: This is a case that uses lipstick effect directly above all, the product of the choice cuts a point is lipstick, and direct apply mechanically ” lipstick effect ” tale source, achieved however drive the end that sells other product through lipstick. In the meantime, this also is one kind borrows situation build situation, those who borrow is ” lipstick effect ” origin and social all circles are right ” lipstick effect ” high attention, and created event of a news, learn to go up in transmission ” news is force of the first transmission ” , let oneself for a short while become the central issue that social all circles pays close attention to, achieved rise famous degree modelEnterpriseThe favorable result of figure!
Case 2: Play the part of beautifulDuty field
Because economic crisis is affected, a large number of working a group of things with common features circumfluence, after the Spring Festival passed 2009, as China the first population saves provincial capital Zhengzhou to hold large talent invite applications for a job to meet again and again greatly. Be located in Henan to save the Yan Li hairdressing near talent communication center to beautify hair meeting place saw business chance from which. As a result of positional characteristic, major to apply for a job person should beautify hair from Yan Li hairdressing the course before meeting place door, queued up to discharge inn doorway even. Then, this beauty parlour is rolled out in the light of take advantage of an opportunity of duty field lady ” play the part of beautiful duty field ” sales promotion activity, mobile content is to apply for a job person need 120 yuan to be able to deal with a piece only ” play the part of beautiful duty field to get stuck ” , the makeup that can enjoy 30 times nurses (include wash hair cut skin of hair, foundation to nurse, Xiu Mei) . Result, every invite applications for a job can come down, yan Li hairdressing beautifies hair meeting place deals with 449 pieces at least ” play the part of beautiful duty field to get stuck ” , highest meeting end handles an invite applications for a job on 1000 pieces, make a person inconceivable, this inn is really busy will must be hit finally nevertheless be restricted only every time 300 announcement. Economic crisis, labour feel embarrassed searchs, the first impression in process of to apply for a job is crucial, to be passed smoothly the first close, “Face project ” very important, but cost to the undergraduate of a lot of strong finish school hundreds of buy a cosmetic to on 1000 yuan very really very extravagant, and ” play the part of beautiful duty field to get stuck ” the need that satisfied them easily.
Lipstick index: ★★★★★★★
Sale analysis: We had been discussed in front, mining ” lipstick effect ” the product that asks to offer above all and service should have add sense, hairdressing of Zhengzhou Yan Li beautifies hair meeting place place rolls out ” play the part of beautiful duty field to get stuck ” the person that it is to apply for a job undoubtedly found the job successfully to provide very great help, this is place of so called additional meaning. Next, implicit value wants the product kimono Wu that should pay attention to place to offer low, do hairdressing to to apply for a job person for it is a very luxury business, and ” play the part of beautiful duty field to get stuck ” lowered a threshold greatly however, the person that let to apply for a job is enjoyed easily. The most important is, hairdressing of Zhengzhou Yan Li beautifies hair meeting place is very good the advantage of favourable geographical position that exploited its oneself (border Henan visits talent communication center) , built to apply for a job the atmosphere with the first very important impression, this is to apply for a job person resonant, captured their demand, ignited detonate a dot.
Case 3: The figure of having a unique style appeals to beg
Preserve one’s health of SPA of hairdressing of Zhengzhou Nan birch is met, 2009 after beginning of spring, as social all circles ” lipstick effect ” warm up ceaselessly, in concerned expert the proposal falls, to storefront figure undertook adjustment, the product that hangs the shopwindow of both sides of original store door and poster of service project advertisement changed two lyric, it is respectively: “Gently I came / accompanying amorous footstep / I am heard can clearly / ringing babbling noise / you gave me bright and clear appearance / beautiful body / the heart that still has spotless / had you / I had everything ” with “BeautifulWith the world / the sea is used turn over the spoondrift that fly / church I / the method that creates beautiful appearance / then / I resemble ocean wave same / can pull years quicksand ” ; And the figure wall that LOGO takes so inside inn, also changed a poem: “Cool wind blow gently / laugh language head on / walk into Nan birch / the warmth that is the home feels / each smile / it is the consideration like the friend / each greeting / it is the warmth like the family member / come to here you / the extraordinary that can experience Nan birch more / ! ” change with respect to these simple image, the person outside letting a lot of store is reluctant to leave stop, walk into insensibly finally come in inn, it is a kind of mystical force it seems that.
Lipstick index: ★★★★★★★★★
Sale analysis: If be in previously, the figure that Nan birch changes is the figure of a failure absolutely, because line is,do not have sale sex. But be below current economy crisis, such figure has magical power however. The more economic crisis, people likes to read the more, yearn for interior resonance the more, seek self-confident perception afresh. Meeting place dug Nan birch just about a kind of such special demand, the power that uses a written language adequately aroused consumptive sentiment of the client, dig just about ” lipstick effect ” advanced state.
Brief summary: “Lipstick effect ” traceable cosmetic, OK and affirmative is hairdressing cosmetic can undertake be digginged greatly absolutely, detonate sale thereby. But, mining ” lipstick effect ” the promotion that did not secure againMode, can rely on oneself of basis of every business science onlyManageManagementState, undertake consumptive guiding and concept travel, abide by at the same time ” lipstick effect ” principle, ground of adjust measures to local conditions rolls out a few products and the need that serve to satisfy some specific group thereby. As long as the method is proper, believe every beauty parlour can be multiplied go up this in economic crisis peculiar ” lipstick good express ” , let oneself become market heat to sell that ” lipstick ” .