October 13th, 2010
Chanel registered the brand label that she is in China 1981 already
The CHANEL of long history
Because be opposite,the curiosity of this case considered to come down seriously China each brand of registered trade mark, and the status that our country maintains to these brands, discover a very interesting phenomenon, original, chanel registered the brand label that she is in China 1981 already, and their cosmetic and perfume enter the market is the thing at the beginning of 90 time, they are true discharge perfume, the inn beyond cosmetic was 1999 when.
Specific details is in:
Sweet Nai Inc. appeals to Qingdao sweet Nai makeup of suffixation of a nonsyllabic r to nouns and sometimes verbs tastes limited company unfair competition issue, brand tort dispute
Can find below this news caption.
What this I see is court of intermediate people of city of Qingdao of province of Shandong of People‘s Republic of China civil judgment
(2005) is green civilian 3 first word the 984th
Accuser sweet Nai Inc. , city of Yi of accept of riverside of accept of a place of strategic importance of abode ground France 92200, xia Er. Dai Gaole highway 135.
Legal representative CatherineCRUSE, president.
Sweet Nai of the accused Qingdao cosmetic limited company, area of north of town of city of abode ground Qingdao heats up river road 28.
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August 18th, 2010
Economic crisis, let high end consume the market to begin depression, from the point of all sorts of analysis data, the situation of high-grade cosmetic becomes bad, and the way that brand of the terminal in developing makes high-grade cosmetic live newly.
When before beginning the counter that is in a supermarket when people, wanting to buy a bottle of shampoo more and hesitate for otherwise, the price with high-grade luxuriant shop, high cosmetic, in economy period of small blown away by wind appears more resembling is the doll in shopwindow. Economic crisis, let high end consume the market to begin depression, and the spending item that whether can high-grade cosmetic make consumer be deleted?
Ceaseless in the crisis ego adjusts high-grade cosmetic.
Heir of group of elegant Shi Landai
The outstanding achievement that glides again and again
From the point of all sorts of analysis data, the situation of high-grade cosmetic becomes bad. The crisis of economy of declare of financial forms for reporting statistics of each companies came to this one season really.
Yi beautiful Shabai Yadu is preliminary announce a company 2009 the sale data of quarter of the 2nd finance: Predict to sell net specified number to arrive in 365 million dollar between 370 million dollar, drop compared to the same period 12.5 to 13.5 percent. Company chairman E.Scott.Beattie says: “The product wants in a wretched state in what the sale of bazaar of advanced general merchandise anticipates than us. “The product wants in a wretched state in what the sale of bazaar of advanced general merchandise anticipates than us..
Confront same question still have the company of elegant Shi Landai that runs high-grade cosmetic technically. Quarter of the 2nd finance actually border sale dropped 6.5 percent, below this kind of circumstance, elegant Shi Landai must reduce their annual anticipate.
The Christmas, new year‘s day, Spring Festival is the time that high-end cosmetic makes an activity centrally all the time paragraph, but the habit that consumer changes to be bought toward illegally buy up of the year‘s harvest this year, often be to be short of what sheet to taste what to buy, guest unit price drops apparently. Place the hope the gold holiday in sale busy season originally, the presidents that the financial forms for reporting statistics of this one season allows each companies no longer blind and hopeful. To high-grade cosmetic, meet current condition correctly, experienced good exercise to benefit the internal organs lives firmly sale outstanding achievement makes first job.
Altitude deeply cold high-end market
2009, with public spending cosmetic photograph is compared, the problem that high-grade cosmetic faces is more.
In economic crisis, above all the consumption that cut is luxury. To a few dispensable expenditure, people begins to become careful. What differ to it is the masses the impact that consumptive market gets is relatively minor, the consumer that uses high-grade money so even partly also changes consumptive habit, use the masses brand with a relatively low price, the partial guest headstream of high-grade cosmetic loses masses market. Have more very person, once consumer look for compares tall cosmetic to sexual price, after eliminating the secret touch to high-grade cosmetic, its faithfulness is spent also can transfer other trademark subsequently, although economy anabiosises, high-end market wants to greet this part visitor afresh group also be by no means easy thing.
Avoid economy crisis is pounded, the masses consumes cosmetic to have a medium more, it can be passed reduce a rebate, duomaiduo sends wait for activity of a few sales promotion to increase its sales volume. In China such rising market is more OK seek enlarges sale area, channel sinks to ground level city is rural villages and towns even, dig latent capacity market ceaselessly. But high-end cosmetic transforms hard apparently, as a result of the influence that is located by oneself, cost, price restricts his the high-end market in stricture, cannot dig broader target guest group.
In view of masses brand the appeal to consumer, general merchandise bazaar also begins to change the way that seeks high-end brand blindly, increase the investment that go up is recommended in masses cosmetic. Locate Xi‘an century gold of high end spends general merchandise for example, in south the avenue is new piece of inn and appearance of bell drum-tower store locate than the brand more apt in a popular style.
Specialize in the company of high-grade cosmetic than those, bao Jie is had so mutiple level the company time of the brand appears opposite feel well a bit. After all economy again how difficult, those were used to use Hai Fei silk, Pan Ting, wave soft client goes up in the consumption of shampoo also won‘t how dispute, but data shows, the sale of the high-grade perfume that Bao Jie manages glides considerably however.
Meanwhile, government and consumer are right of high-grade cosmetic monitoring also severity of all the more. According to international message, arrive 26 days from January 20, the United States is each Lan Kou of big market, elegant Shi Landai, enlighten abstruse, sweet Nai, the brand of 17 high-grade cosmetic such as handsome green jade extends freely to the client cosmetic, total value amounts to 175 million dollar. This matter results from large department store and each cosmetic manufacturer are accused to violate trust law, sell customer in order to exceed costly standard subordinate product, be being distributed freely is to serve as settled out of court one part.
Of high-end market all-around adjust
In economic crisis, how is high-end cosmetic spent peacefully? Radical conservative still change? Is intermittence durative still change? Local all-around still change? Without final conclusion, but change the actual condition that must accord with each companies.
A few companies serve as appear on the market the high-end brand of the company can undertake be adjustmented accordingly to capital market, this action can consult charming charm poem exited the practice of security market last year. June 30, 2008, group of peotry anthology of French charming charm counter-purchases company stock, retreat city thoroughly, end 24 years appear on the market the history. Be faced with in charming charm poem can be bought by Oulaiya or elegant Shi Landai, its factory closes down below the circumstance that waits for a hearsay to affect its share price, exit capital market, the loss of older rate can avoid on certain level.
The expert thinks, the price of high-end brand should become more substantial. Although this period, the price of commodity decided a client greatly buy deed, but everybody cannot count on a bottle of sweet Nai perfume falls from 1000 yuan 100 yuan, adherence move promotes high-end brand the price on label even, more it is the brand value that shows its are implicit. Sweet Nai often can have 1 every year, rise in price 2 times, even if what erupt in the round in financial crisis is not exceptional also 2008. In American churchyard, since November 1, 2008, sweet Nai the product below brand banner rises in price 20% , exceed in former years to rise in price even 5% — the category of 12% .
High-end cosmetic is not light character depreciates is to let a brand do not face devalueing situation, but manufacturing business or license make a few price with the attempt slightly low child brand. For example the message said elegant Shi Landai will be in last year China introduce 3 new brands, what these a few brands aim at is 23 line city markets of Chinese. Day department brand also begins to explore new way through the change of channel, they try to walk out of general merchandise bazaar, develop brand shop channel. For example near future of choice of flesh of tall silk snow garrisons cosmetic brand shop inside countrywide limits, feather on the west brand shop transferred one part a group of people of same interest early also 2008.
The directest and feasible method in be being adjusted of course is strict implementation cost control. The expert thinks in the whole world a few main sale areas build manufacturing base, fill to load base, can reduce the cost of content shedding, manpower greatly. But to high-grade cosmetic for the card, to maintain the image of entrance high end of the brand, still not dare rushed also realize production mainland to change.
From the understanding circumstance of each respect, a few high-grade cosmetic began cut expenditure in respect of advertisement, promotion 2009, essence of life chooses the agency that advertisement puts in definitely, have specific aim more begin promotion activity to reduce company cost. Brand of a few high end is in cut put in strength to traditional agency ad at the same time, also value the advantage of tall redound of burgeoning media low investment, what Internet becomes them is new bestow favor on, a lot of brands opened a net to purchase a service even.
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