\u3000\u30001. Overview of China's local cosmetics market: under the changing attitude of the capital market, the logic of Benshi cosmetics enterprises' survival is still R & D, supply chain and profitability
Due to the upside down valuation of the primary and secondary markets in the beauty industry, the logic of relying solely on the development of flow dividends is detrimental to the enterprise's own hematopoietic ability, so it has not been recognized by the mainstream market. The popularity of the primary market in the cosmetics industry has decreased, and the logic of relying on capital for commercial expansion has not been feasible in the cosmetics market. Enterprises need to cultivate profitability and other hard strength as soon as possible
\u3000\u30002. Overview of China's local cosmetics enterprises: enterprises are actively engaged in youth transformation, and Proya Cosmetics Co.Ltd(603605) has great advantages at this stage
At this stage, because the listed local cosmetics enterprises in China have independent R & D capacity and certain independent production capacity, they have no obvious advantages and disadvantages at the upstream end. The rejuvenation of brands is mainly due to the differences in product positioning and marketing methods.
Proya Cosmetics Co.Ltd(603605) 's brands have the advantages of sales volume and popularity among comparable brands. Its younger brand image is also more recognized by consumers, and the enterprise transformation is relatively successful
\u3000\u30003. Rejuvenation strategy of old brands: large single product strategy, rejuvenation of sales channels and trend of brand labels
By comparing and analyzing Proya Cosmetics Co.Ltd(603605) brand and other brands, it can be found that Proya Cosmetics Co.Ltd(603605) brand has adopted the strategy of large single product, with strong online channel development and brand positioning conforming to the market trend. Under the big single product strategy, Proya Cosmetics Co.Ltd(603605) can strongly bind the product to the brand image, sell through the consumption channels accessible to young consumers, and finally complete the transformation of word-of-mouth and sales volume
