My pham ngoai lan at my pham noi

Tags: Han Quoc, Thai Lan, Estee Lauder, Tho Nhi Ky, Trung Quoc, tong doanh thu, nguoi Viet Nam, cua thi truong, ban san pham, my pham, nhan hieu, trang diem, lan at, khu vuc, hang


My pham ngoai lan at my pham noiViet Nam la mot trong ba thi truong my pham duoc chu y nhat tren the gioi (Viet Nam, Trung Quoc, Tho Nhi Ky). Nam 2004, tong doanh thu cua thi truong my pham Viet Nam, chi rieng san pham trang diem va cham soc da, da dat khoang 1.900 ty dong.

Thi truong my pham the gioi co the chia thanh 4 dong hang: quy toc, cao cap, hang hieu va hang pho thong. O Viet Nam da co dai dien cua ca bo tu nay, nhung nam 2005, dien bien thi truong tap trung nhieu hon o 2 dong hang sau.

Trung tam thuong mai Diamond Plaza (TP HCM) la noi co the manh ve kinh doanh my pham. Dai dien Diamond cho biet, doanh thu cua khu vuc my pham (18 shop) chiem khoang 20% tong doanh thu. Binh quan moi hoa don o khu vuc nay la 2-3 trieu dong va muc cao nhat da tung mua sam o day la 30 trieu dong/hoa don. Viec phan chia dien tich va gia tri thuong hieu duoc gan chat theo mot su sap xep ngam: nhan hieu co gia tri toan cau se duoc sap xep gan nhau va o vi tri dep nhat, co dien tich khoang 50-60m 2 . Tuong tu la cac nhan hieu gia tri khu vuc, dien tich duoc xep khoang 20-25m2 .

Thang 10, nhan hieu Estee Lauder chinh thuc co mat o Viet Nam da la mot “su kien” trong gioi kinh doanh my pham. Va viec Estee Lauder khong chon TTTM Diamond ma la Parkson de “an vi”, nghiem nhien uu tien o vi tri dep nhat, khien cho Shiseido, mot nhan hieu cao cap co mat truoc tren thi truong, phai “ngam ngui” nhuong cho cung la cau chuyen dang quan tam cua thuong hieu.

Nhan thay tiem nang o thi truong my pham Viet Nam, ong Michel Grunberg, Pho chu tich cao cap tap doan Estee Lauder, tong phu trach khu vuc chau A Thai Binh Duong da den Viet Nam cach day 8 nam. Ong da co 12 chuyen den Viet Nam de tim hieu van hoa, thoi quen su dung my pham, kha nang mua hang…

Ong Michel noi: “So di phai nghien cuu ky vi chung toi khong chi ban hang ma la mo rong thi truong, khong chi den ma con muon o lai lau dai”. Ong cung cho biet them: nam 1990 khi E. Lauder vao Thai Lan, doanh thu rat nho; nhung sau 15 nam Thai Lan da tro thanh thi truong lon nhat trong tong so doanh thu. Viet Nam la nuoc lang gieng va do la co so de dat niem tin.

Thuoc dong hang cao cap, nam qua Clinique va Shiseido tich cuc gioi thieu them dong san pham cho nam gioi nhu mot su don dau xu huong thi truong. Moi day, Guerlain, mot nhan hieu my pham cua Phap voi lich su hon 170 nam, cung da co nhung dong thai tiep can thi truong khi thong bao tim dai ly. Nam 2006, mot nhan hieu thuoc hang quy toc la Lancome cung se vao Viet Nam.

My pham ngoai lan at my pham noi

Co the noi hoat dong o dong hang my pham pho thong dang dien ra rat nhon nhip. Noi troi co nhom san pham ban hang truc tiep, voi hai nhan hieu dang canh tranh sat nut la Oriflame va Avon.

Khi moi xuat hien vao nam 2003, cach thuc ban hang truc tiep cua hang my pham Thuy Dien Oriflame con rat moi me nhung den gio nay, ho da co doi ngu hang chuc nghin tu van vien.

Theo so lieu cua Euromonitor, nam 2004 Oriflame chiem 34% thi truong my pham trang diem Viet Nam. Ong Fredrik Widell, Tong giam doc Oriflame Viet Nam tu tin cho biet: “Xuat xu chau Au nhung chung toi hieu ro thi truong chau A. Vi du Oriflame co rieng san pham duong sang da hop voi phu nu Viet Nam uoc mong co lan da trang. Thi truong my pham Viet Nam rat hap dan. 400 san pham my pham dang co o thi truong nay van chua dap ung het nhu cau, do do trong nam 2006 chung toi se tiep tuc dua vao thi truong Viet Nam them 150 san pham moi”.

Avon du gia nhap sau (thang 5/2004), nhung uu the voi nha may san xuat tai cho nen gia thanh re hon va cung nham den doi tuong khac binh dan hon. Diem chung cua hai nhan hieu nay la vua ban san pham cho nu gioi dong thoi cung tao viec lam va thu nhap them cho chinh ho. Bang cach dua vao doi ngu tu van vien ban san pham cho ban be, dong nghiep, nguoi than... cua chinh ho, Oriflame va Avon da tiet kiem duoc rat nhieu chi phi quang cao ma doanh thu van luon tang truong on dinh.

Sau su “khai pha thi truong” thanh cong cua my pham Han Quoc ma dai dien tieu bieu la DeBon nam 1997, gio day my pham Han Quoc da xam nhap ca thi truong my pham “binh dan” o Viet Nam voi quy mo dang chu y.

Dua ra quan diem “my pham nhu la thuc pham hang ngay”, Missha va The Face shop co tham vong thay doi thoi quen va quan niem tieu dung cua nguoi Viet Nam cho rang “my pham la hang xa xi”, “tien nao cua nay”. Hai nhan hieu Han Quoc nay da cat giam toi da cac chi phi bao goi khong can thiet nen gia thanh rat “mem”, chi tu 39.000 dong tro len; dong thoi ban san pham thong qua he thong cua hang truc tiep, khong thong qua kenh phan phoi trung gian.

Ke hoach cua Missha trong 3 nam dau se lap 100 cua hang tren toan quoc va mot nha may voi day chuyen hien dai tu Han Quoc chiet xuat va dong goi my pham tai khu cong nghiep Cat Lai II, nham phuc vu cho thi truong trong ca khoi ASEAN... Ba Dang Le Hang, truong phong tiep thi va ban le cua Missha tuyen bo: “Muc tieu cua Missha la tro thanh nhan hieu my pham hang dau tai Viet Nam, hang dau chu khong phai la nam trong top”.

Cuoi thang 12, lai them mot nhan hieu my pham Han Quoc tham nhap la Green B voi gia 36.000-85.000 dong/san pham duoc phan phoi thong qua he thong khoang 3.000 diem cho, sieu thi va shop ban my pham, showroom...

Theo nghien cuu cua cong ty Golden Lotus, don vi phan phoi Green B, nhu cau lam dep cua phu nu Viet Nam dang tang nhanh va sau 25 tuoi, ho co xu huong dung hang hieu. Nguoi Viet Nam moi chi chi 4 USD/nguoi/nam, qua it khi so voi thi truong khu vuc Dong Nam A (nguoi Thai Lan chi 20 USD/nguoi/nam). Trong khi do, thu nhap cua nguoi Viet Nam tang nhanh cung nhip do GDP hang nam la tren 7%. Tinh den nay, thi truong nay da dat toc do tang truong 20%/nam, toc do mua sam 3 thang/lan doi voi san pham cham soc da va 6 thang/lan doi voi my pham trang diem. Theo cac chuyen gia du doan, thi truong my pham Viet Nam se tang 30%/nam tu nay den nam 2010.

(Theo Sai Gon Tiep Thi)

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Tìm hiểu: Han Quoc, Thai Lan, Estee Lauder, Tho Nhi Ky, Trung Quoc, tong doanh thu, nguoi Viet Nam, cua thi truong, ban san pham, my pham, nhan hieu, trang diem, lan at, khu vuc, hang

Xem Bản Tiếng Việt Có Dấu: Mỹ phẩm ngoại lấn át mỹ phẩm nội

Ban co the doc ban tieng Viet co dau cua bai viet Mỹ phẩm ngoại lấn át mỹ phẩm nội bang cach nhan chuot vao duong dan tren.

Lien he ve tin My pham ngoai lan at my pham noi

Nhan xet, hay lien he ve tin My pham ngoai lan at my pham noi co the gui bang duong dan o duoi. Ban nen gui kem tieu de bai viet My pham ngoai lan at my pham noi de lam tham khao. Bai viet nay thuoc chuyen de Thi truong trong chuyen muc Kinh te.

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