Cosmetic network marketing plan book

The work has come to an end inadvertently, and we will start a new round of work with new work goals. Only by planning well can we go into battle lightly and strive for the first place in the future. Let's refer to how the planning book is written. The following is my collection of cosmetics online marketing planning books for your reference, hoping to help friends in need.

Cosmetics online marketing plan 1 1. Brand strategy of online marketing

In the field of network marketing, network marketing brand is a unified and comprehensive concept of domain name, website and product brand. Xx Cosmetics Company builds its online brand from the following aspects:

(A) product brand strategy

Xx Cosmetics Company is a direct selling cosmetics company, and its products are mainly: selling cosmetics; Provide additional beauty value-added services for customers (members).

Judging from the competitive environment of cosmetics, the sales of cosmetics are now dominated by the three countries, and foreign brands, joint venture brands and domestic brands are divided into three parts. However, no matter which brand, it has its own advantages in scientific and technological innovation, new product development, sales channels, price strategy, promotion methods and other marketing combinations, and the competition is almost fierce. In such a competitive environment, if you want to maintain a brand as much as possible and extend the brand life cycle to the maximum, you can't just pay attention to the marketing mix listed above. We should also pay attention to the added value of products-the importance of services.

Because xx Cosmetics Company directly sells cosmetics of major international brands, it has a good influence on popularity and reputation. Moreover, through online direct selling, the cost can be reduced and the management is convenient.

Xx cosmetics company can be slightly lower than the traditional sales price in price, and has certain advantages in price. But the price advantage is not the most important brand strategy of xx cosmetics company.

The business philosophy of xx Cosmetics Company is service marketing. In other words, from the perspective of consumers, operators provide quasi-termination links of marketing activities such as professional consultation, psychological satisfaction, convenient purchase, use guidance and use value tracking, with the aim of increasing the use value of goods.

Xx Cosmetics Company, from the marketing manager to the beauty consultant in charge of the member center, are professionals who have specially conducted "industry education". Employees of xx Cosmetics Company form the habit of spreading the correct concept of skin care in their daily life.

Xx Cosmetics Company will provide customers with "professional" services. The company will communicate professionally on skin structure, physiological structure and skin quality according to customers' needs, so that customers can understand how to pay attention to skin care, how to skin care, and more importantly, how to skin care for customers.

Then, according to the "unique sales proposition" and target positioning of xx cosmetics company's products, explain in detail to the customer what benefits such products have for him personally. After that, xx Cosmetics Company will make a set of "tailor-made" cosmetics for customers, making it clear that this is the most suitable product for him and will be of great help to his skin. Finally, we will tell customers the detailed usage when purchasing.

In order to better develop the service marketing of xx Cosmetics Company, xx Cosmetics Company will set up beauty salons in Shanghai, Beijing and Shenzhen to provide customers with professional beauty consultation, new makeup fashion information and professional skin care services. And establish customer files to facilitate the formation of customer groups.

Xx Cosmetics Company has good service marketing awareness, good brand image and long brand life cycle. Moreover, the cosmetics market will be more formed and the competition in the cosmetics market will be more benign.

Second, the domain name brand strategy

In the domain name brand building, in order to meet the needs of customers, make them easy to remember and search. Xx Cosmetics Company adopts multiple domain names. The strategy is:

English domain name:

Chinese domain name:

Third, website brand strategy.

Website is the base camp for developing network marketing. Website brand building is an important content of establishing online brands and expanding online living space, and it is the basis of developing e-commerce. The services and products of xx Cosmetics Company are basically expressed through websites.

After the website is built and published, the important task of network marketing is to build the website brand. Its essence is to promote the website of xx cosmetics company, let more people know about the website of xx cosmetics company, and find the potential customers of the company.

In order to build a long-term and far-reaching website brand, xx Cosmetics Company has formulated the following plans to promote website brand building:

(1) industry links

Industry link is an important way and work of website promotion of xx Cosmetics Company. Its purposes are as follows:

(1) Win industry recognition and recognition in industry links, improve the credibility of the company's website, increase the number of visits, and give customers the impression when browsing;

② Increase the advantages and lay a good foundation for the promotion of search engines in the next step.

(2) search engine promotion

Search engine promotion is the most classic promotion, which can get an ideal ranking in major search engines.

1, search engine promotion implementation steps:

① Because the ranking of search engines is influenced by many website elements, the company has done the following mediation work:

First, the mediation of web page titles:

The intermediary function of Ⅱ Ⅱ Meta tag;

Company introduction attributes:

Key words:

Three. Mediation of webpage subject:

Add more than one of the above keywords to the tag of.

Ⅳ link number

(2) Submit the webpage to the search engine.

In order to ensure the correct registration, xx Cosmetics Company also manually registered multiple website pages in xx.

③ Tracking management after website registration.

Test ranking, re-register regularly, and optimize page elements regularly.

Fourth, the business information publishing platform.

Xx Cosmetics Company will advertise in the global business community and among world managers. Make the website and its services timely and effectively presented to our customers.

Verb (abbreviation for verb) mailing list

1. Create a "signature" in the sent e-mail so that potential customers can contact you.

2. Establish a mailing list and send new product emails to users every month.

Cosmetic Network Marketing Scheme 2 In recent years, cosmeceutical stores have attracted more and more attention from the industry. However, the living environment of drugstores in the Mainland is different from that in Hong Kong or Taiwan Province Province, because women in Hong Kong and Taiwan have developed the consumption habit of buying cosmetics in pharmacies, which has not yet formed in the Mainland. This is also the reason why Watsons has transformed into a retailer of personal daily necessities in the Mainland.

But Watson's successful operation in the mainland has pointed out the direction for us to develop pharmacies. Let's talk about the four elements of pharmacy operation.

First, brand positioning determines success or failure.

The brand positioning of pharmacies is very important, which determines the success or failure of pharmacy management.

Women's cognition and purchase of cosmetics are divided into many age groups, and there are many formats for different age groups, but it is important to create a purchasing environment and atmosphere that conforms to the consumption habits of specific consumer groups. Take Watsons as an example, its positioning is to sell personal daily necessities, more accurately, to sell women's personal daily necessities. Many young women often choose shopping in Watsons as their first choice. The reason is that the products are complete and the price of single products is not high. In the business circle, shopping is correct; Good brand, many new products and guaranteed quality; I prefer a good shopping environment.

Therefore, before the pharmacy opens, we must make a clear brand positioning. At present, most drugstores do not have brand positioning, and if they do, they are high-end brand counters. The positioning of high-end brands is very narrow, which is only suitable for drugstores in the most cutting-edge business districts. Drug stores should be vigorously developed, most of them should be medium-grade, and the price of single products should be below that of 50 yuan, so as to form brand differentiation with many cosmetics retailers by using product effects. This effect is a special commodity function, which has a functional tendency, or a special feature, or a remarkable representation, and so on.

Market research shows that at present, domestic women have not developed the consciousness of buying cosmetics in pharmacies, let alone consumption behavior, which is the first problem that pharmacies should solve. The solution is to sell results. It takes time for people to form habits, but pharmacies can't wait for people to form habits. Therefore, it is a very practical business philosophy to impress some female consumers with the effect.

Second, the store location is the key.

Because the core consumer group of cosmeceuticals is women, and the main consumer group is young women, women are born with the instinct to go shopping, so only cosmeceuticals stores in commercial areas can operate successfully, such as single stores in commercial areas or stores in shopping malls. The method of choosing the location of the store should try to choose the golden intersection of people flow and people flow.

Before choosing a drugstore, it is best to do detailed market research and market analysis. The contents of the survey should preferably include the flow of the target population, the consumption habits of the consumer groups in the region, the positioning of competitive brands in the region and so on.

Third, the product categories should be complete.

Products should be positioned differently and form obvious brand differentiation with supermarket daily counters; Moreover, it requires a complete range of categories, and basically women can complete one-stop shopping in the store.

To make cosmeceuticals, pharmacies must make a complete product line. However, there are very few varieties of cosmeceuticals at present. What should we do?

There are the following methods:

1. Pay equal attention to brand management and OEM brand.

Developing OEM brand is the strategic cornerstone of pharmacy development; Moreover, the development of OEM brand can greatly promote the promotion of cosmeceutical brand. Of course, the risk of doing so is also relatively large, and OEM needs a reasonable ratio, and large pharmaceutical and cosmetic chain stores should also pay attention to this.

2. Make traditional Chinese medicine cosmetics.

Traditional Chinese medicine cosmetics are more distinctive and different, which can be obviously different from refined western cosmetics, and have the concept of plants or green. In this way, we can avoid competition to the maximum extent and win in the competition.

3. Pay attention to the effect of cosmeceuticals.

The success of domestic drugstores depends on whether people can be drawn into pharmacies, whether sales volume can be formed and whether consumption habits can be further formed. Effect is the key. Without it, pharmacies can hardly succeed.

4. The price of single product is positioned below 50 yuan, and Watson's characteristic product sales model is adopted, and efforts are made in the display, display and promotion of cosmeceuticals.

Fourth, consultant sales increase sales.

Because drugstores provide special and effective cosmeceuticals, it is necessary to introduce consulting sales. After all, most women know little about the product itself. This is another important reason for the unsatisfactory development of cosmeceuticals.

Consulting sales has two meanings, one is to provide small doses of trial products, and the other is to provide different skin beauty programs according to different skin types. As long as the price is right, plus a good environment, attractive product performance and friendly and reasonable business lobbying, the impulse buying rate is very high. The third meaning of consulting sales is to improve the transaction rate, which must be high when the flow of people is small.