男士化妆品menaji进入中国市场战略(1)

nternationalBusiness‥MenajiInternationalBusinessCONTENTCompanyIntroductionGeneralenvironmentanalysisIndustrialenvironmentanalysis(5forces)CompetitoranalysisCompanyanalysis(swot)‥MenajiBriefInformationProductsCustomercareAvailabilityMainmarket(beforeenteringchina)In2000,MicheleProbstfoundedtheMënajiskincarelineandmakeuplineofproductsintheUSA.Mission:Skincareforconfidentmen.CompanyIntroduction:Mënajifocusonandenhancethenaturalhealingpropertiesofmen'sskin.BriefInformationProductsCustomercareAvailabilityMainmarket(beforeenteringchina)Itsclientsinclude,andmanymorecelebrities.presidentObamahostJayLenoactorJohnnyDeppCompanyIntroduction:MënajiBriefInformationProductsCustomercareAvailabilityMainmarket(beforeenteringchina)CompanyIntroduction:Mënaji•Face&BodyScrubResurfaceyourfaceandbodywiththemostnatural,refreshingexfoliator.•DeepCleansingMasqueTighten&liftyourskin!VitaminsC,B&E.BriefInformationProductsCustomercareAvailabilityMainmarket(beforeenteringchina)•911eyegelGetsridofpuffydarkcircles.
Feelslikeaminiicepack.
•EraserYouthinabottle!
World'sfirstorganicanti-agingskincareproductfortheaverageman.CompanyIntroduction:MënajiBriefInformationProductsCustomercareAvailabilityMainmarket(beforeenteringchina)•LipBalmAgentAnenrichednaturallipbalmwithSPF15,protects,soothesandnourisheslipsalldaylong.•PowerHydratorAftershave•Enrichedlightweightaftershavemoisturizerwithnaturalantioxidantbotanicalsandnutrientstosoftenandbrightendullskin.CompanyIntroduction:Mënaji•CAMOUndetectableConcealerWorld'sfirstundetectableconcealingagentformen.Hideimperfectionslikedarkcircles,andrazornicks.Availableinthreespeciallydesignedskintoneshades.•HDPVAnti-ShinePowderKnockoutthatoilylook.
SPF15qndVitaminsC&E.Availableinfourskintoneshades.BriefInformationProductsCustomercareAvailabilityMainmarket(beforeenteringchina)CompanyIntroduction:MënajiBriefInformationProductsCustomercareAvailabilityMainmarket(beforeenteringchina)CompanyIntroduction:MënajiMënajiReturnPolicyIfcustomersarenotcompletelysatisfiedwiththepurchasefrom’accountthefullpurchaseprice.BriefInformationProductsCustomercareAvailabilityMainmarket(beforeenteringchina)CompanyIntroduction:Mënaji•purchaseonlinethroughtheirrespectivewebsites•selectretailestablishmentssuchasSephora,Bloomingdale's,Macy‘sandSaksFifthAvenue.BriefInformationProductsCustomercareAvailabilityMainmarket(beforeenteringchina)NorthAmericaNorthernEuropeEasternEuropeCompanyIntroduction:MënajiCompanyIntroduction:MënajiBriefInformationProductsCustomercareAvailabilityMainmarket(beforeenteringchina)GuangdongprovincethePearlRiverDeltaCONTENTCompanyIntroductionGeneralenvironmentanalysisIndustrialenvironmentanalysis(5forces)CompetitoranalysisCompanyanalysis(swot)為何選擇GeneralenvironmentanalysischooseWHYweLargeGeneralenvironmentanalysisspeed1Fardevelopment23&amountofeconomyLargeamountcustomersofpromisingChinaproductincosmeticsmaleoffuture2010年的国民生产总值已经达到401202亿元，近几年增长率均超过9%人口总数达134091万人，总体男女性别比为51.27:48.73。据国内化妆品业内权威人士分析，未来5年需求量将以每年96%的速度递增，且男性高端产品利润远高于女性。目前欧美男士护理用品份额已占30%，且正按25%的年增长率递增。EconomicPoliticalDemographicTechnologicalSociocultural1.Thegreatdevelopmentoftheimportandexporttradeofthecosmetics2.TherapidspeedofthedevelopmentofGuangdongGeneralenvironmentanalysis除2008年和2009年受国际金融危机影响贸易值基本保持持平外，其余各年均保持两位数增长幅度。2011年地区生产总值达到53210.28亿元，占全国国民生产总值的11.3%，位列各省市第一位。GlobalEconomicPoliticalDemographicTechnologicalSociocultural2.Thechangeinthetaxationofcosmetics《化妆品卫生规范》、《化妆品中→有毒有害物质的检验方法研究》、《化妆品标识管理规定》、《关于加快推进保健食品化妆品检验检测体系建设的指导意见》等文件，在化妆品卫生、原料、包装、检测等方面做了严格的规定•2008年3月22日出台的消费税调整方案中1.Somestrictlaws®ulationsregulatethecosmeticmarket•Taxrate:8%→30%•取消了护肤护发品的消费税。GeneralenvironmentanalysisGlobalEconomicPoliticalDemographicTechnologicalSociaoculturalGeneralenvironmentanalysis1.largeamountandintensivedensityofpopulation2.Male:Female→51.5:48.53.ProportionofMalePopulationAged15-64:75%5.township:ruralpopulation→66.5：3:354.ThedevelopmentoftheDisposableIncomeofcitizens平均增长速度基本维持在9%以上.Conclusion:男性化妆品目标对象消费能力高Global20EconomicPoliticalDemographicTechnologicalSocioculturalGeneralenvironmentanalysis2.High-technologicalprofessors高科技研究人员的运用进一步推进了男性化妆品的发展。化工、生物化学、药理学、皮肤科学、植物学、中医學等多种学科不断渗透到化妆品科学中•促进了男性化妆品的网络营销，扩大销路和影响范围，但也降低该产业的进入壁垒，降低顾客的转移成本•But顾客可以方便地利用网络进行价格比较，增强了顾客讨价还价的能力3.Developmentofthecommunicationtechnology1.Developmentofthemalecosmetic-madetechnologyGlobalEconomicPoliticalDemographicTechnologicalSocioculturalGeneralenvironmentanalysisThechangeoftheconsumptionofthemalecosmetics2011年男士化妆品搜索指数日均值为7万，与化妆品整体行业搜索趋势类似，男士化妆品搜索趋势也呈现上涨态势。中国男性开始注重自己的“面子”GlobalEconomicPoliticalDemographicTechnologicalSocioculturalGeneralenvironmentanalysisThefurtherdevelopmentoftheopening-doorpolicy中国改革开放30余年，并于2001年加入世界贸易组织，对外开放程度不断加深，贸易壁垒降低。GlobalCONTENTCompanyIntroductionGeneralenvironmentanalysisIndustrialenvironmentanalysis(5forces)CompetitoranalysisCompanyanalysis(swot)ThreatofnewentrantsBargainingpowerofbuyersBargainingpowerofsuppliersThethreatofsubstitutesCompetitiverivalryIndustrialenvironme