Hebei Province is abbreviated as 冀, located in the eastern coast of China, surrounded by Beijing and Tianjin. It has excellent location and is the only province in the country with seashore, plain, lake, hill, mountain and plateau.
Hebei is a large economic province in China. It has 140 million consumer groups in the Beijing-Tianjin-Hebei economic zone, which is formed by Beijing and Tianjin. Its market capacity accounts for more than 10% of the national total. It is one of the regions with the largest capacity in the Chinese market. The hubs of East China, South China and Southwest China connecting the “Three North†(Northeast, Northwest, and North China) and the transit stations for commodity circulation are also important sea passages for the “Three North†region. Hebei has always been a famous commodity distribution center in the north.
Hebei has been a land of Yanzhao since ancient times, and its cultural heritage is profound. With the continuous improvement of the income of urban and rural residents, the local market capacity has gradually expanded. The total retail sales of social consumer goods in the province has grown rapidly, and the total population and GDP rank sixth in the country.
Hebei Province is a temperate continental monsoon climate. Most of the four seasons are distinct. The average annual temperature is between 0 °C and 13 °C. The climate is relatively dry. The demand for cosmetics is quite large. Therefore, the merchants are exploring northeast and northwest. For the North China market, Hebei Province has very important strategic significance.
First, the characteristics of Hebei dealers
Before understanding the daily chemical market in Hebei, it is necessary to first understand the business character of local distributors of daily chemical products. In this way, manufacturers entering the Hebei market can vote for their own characteristics according to their personality characteristics, and may be able to do more with less. effect. The character of Hebei dealers summarized below is for reference only.
Hebei dealers are more realistic, honest talk, less fraud. In this Shijiazhuang investment promotion activity, the staff made a phone call to all the dealers visited to confirm the number of participants. The dealers are very simple. If they can't come, they will not come. If they want to come, they will come.
At the same time, Hebei dealers are simple. In the Merchants Association and Qiadan business, Hebei dealers are very regular, not noisy, and rarely excited. They don’t talk much, they always listen to them, but they will actively cooperate with some corresponding requirements. This is not to say that people in Hebei have nothing to say, no opinion, but they are carefully savoring the words of the talkers. Hebei dealers rarely talk about the limelight.
Hebei dealer market awareness is worse than Guangdong, Shanghai and other places, they will always rely on business to send their own door. Therefore, manufacturers must explore the Hebei market, can cater to the relevant characteristics of Hebei dealers, send the business to the door, and, in order to address their weak market concept, timely communication of ideas, in order to obtain their understanding and support, Reduce resistance and create synergy.
Hebei dealers don't pay much attention to the appearance of things, and can even be said to be a bit "rusty", but they do not evade "rustiness". On the contrary, they cherish this feature. Therefore, when doing business with them, you can vigorously make a fuss about "rust". For example, when the business is on the door to conduct business, it is best to speak local dialects and use them in dialects to deal with them, which will make them feel friendly; in addition, don't pay attention to the dealers in Hebei, and don't pay much attention to dressing up, but People must be realistic, and the things they talk about should be real. On the product side, they pay more attention to the effects, the products should be effective, and durable, even if the packaging is a bit less, it does not matter.
Relatively speaking, Hebei dealers are relatively conservative and relatively stable. In their business, they have the main theme of co-production with the market economy, and also the disharmonious notes of the nostalgic power economy; they are looking forward to increasing the opening up, but they are not willing to break the old concept of the closed pattern.
Due to the special geographical location, Hebei is very close to Beijing and Tianjin, especially in some prefecture-level cities. It is much closer to Beijing and Tianjin than to the provincial capital Shijiazhuang. Therefore, the local people are greatly affected by Beijing and Tianjin. If the product hits the Beijing-Tianjin brand, it can greatly enhance the charm in some areas.
Second, the provincial capital Shijiazhuang market brief
Shijiazhuang City has jurisdiction over six districts, twelve counties, five county-level cities and a high-tech industrial development zone with a total population of 9.2 million. In Shijiazhuang, because the local climate is relatively dry, hydrating, moisturizing and whitening cosmetics have a large market share in the local area. In Shangchao, the nationally-famous skin care products such as Yaqian Jiaxue, Cai Shi, An An, Dan Ba ​​Bi, Dongyang Flower, and Binchun have a certain share in the local market, while the famous cosmetics are not very popular. There are very few shelves. The price of cosmetics is basically concentrated at 12-35 yuan, 35-45 yuan also has a certain proportion, but relatively few, and more than 50 yuan of cosmetics, the proportion is very small, usually also some well-known high-dose packaging products.
Relatively speaking, the shower gel market in Shijiazhuang is weaker, and the entire Hebei market may be the same, which is mainly determined by the local climate and consumption habits. In the supermarket, the reporter saw that the shower gel products are mainly the three brands of Olay, Dove and Lux, and the proportion on the shelves is not large, but the shelves on the soap are dazzling, and the flowers are blooming. Foreign brands include Olay, Dove and other brands. There are dozens of varieties such as Yujie, Manting, Souti, Longliqi, etc., which are full of land, and the proportion of the display with the southern supermarket is just the opposite. Therefore, many manufacturers are now working hard to expand the product line. If it is to enter Shijiazhuang, it is advisable to turn the plan for developing shower gel into soap.
Shijiazhuang's more famous shopping malls include Baolongcang, Century Lianhua, Beijing Hualian, Jiashi, Yichu Lotus, and department stores include Beiguo Mall, Dongfang, Xinbai, Yiyou, etc. Among them, Beiguo Mall is the most high-end. However, high-end cosmetics are not very strong in Shijiazhuang. For example, in Beijing Hualian, the counters in the cosmetics area on the first floor are only Avon, L'Oreal, Olay and Beijing. In the exchange with the salesperson, the sales of the counters are known. Not very prominent.
In the variety of toothpaste, Shijiazhuang has very few brands. For example, in Beijing Hualian, the entire row of shelves, Crest accounted for one-half, the price from 5-8.6 yuan, Chinese toothpaste accounted for a quarter, the price Between 2-3 yuan, the other brands are only Colgate, Cold and Sour, Dr. Tooth, Longliqi, each accounted for a quarter, and the money is also between 2-4 yuan.
In terms of shampoo, in addition to the strong foreign brands such as Procter & Gamble and Unilever, most of the other products are some circulation brands, and the names are louder, such as Lafang and Haodi.
In the promotion, the main push of the business is also brand-name products, such as Longliqi moisturizing skin cream, Yaqianjia snow sunscreen and so on. From the overall point of view, in the Shijiazhuang market, the daily brands with strong daily brands have a large living space, and some latecomers want to cut into the market and share a piece of cake. It is indeed somewhat difficult. As Haimeichen, it is said to be a strong brand of the terminal. In Beijing Hualian Supermarket, it only occupies a position of five or six bottles in an inconspicuous corner. Therefore, for the majority of small and medium-sized enterprises. Shijiazhuang market is not a fragrant scent. On the contrary, in the second and third-tier cities and county towns under Hebei, small and medium-sized brands are fighting for beauty.
Of course, we can't ignore the fact that Shijiazhuang has a famous South China market in the country. It has a Taihe daily wholesale market. This market is a collection of all the outstanding circulation brands in the country. Chemical products play a very important role in the circulation of the North.
Third, Hebei second and third line market analysis
1. Distributor business overview
In the second- and third-tier cities in Hebei, the daily chemical dealers only operate very little wholesales. They usually operate franchised stores or supermarkets and franchised stores. Therefore, the distributors involved in the survey are involved in products. Wholesale dealers accounted for 28%, self-opening franchise stores accounted for 19%, franchise stores and supermarkets each accounted for 17 and 15%, and retail sales accounted for 14%.
It can be seen that in the Hebei market, wholesalers occupy a very important role, and the franchise stores are also a strong local terminal force.
Because there are so many small terminals in Hebei, the market share has also been divided into seven hundred and eight. It is not very common to really deter the dealers of one party. Of course, there are also, such as Baoding’s Dongda Daily, which acts as The role of a local overlord, but this is a special case. Among the dealers participating in the survey, only 9% of the monthly turnover exceeds 500,000, the largest number of small terminals with a turnover of 1-5 million yuan, accounting for 35%, and the chain stores with a turnover of 50,000-200,000 yuan. Followed by, accounting for 33%.
Although the output of small terminals in Hebei is not too high, 62% said that annual sales are rising, 36% said it is basically flat, and less than 2% said it has declined. Therefore, 42% said that the new year is preparing to increase investment significantly, and more products are represented, and 53% are willing to invest on a small scale.
2. Characteristics of local daily product consumption
In the second- and third-tier markets and county towns in Hebei, the sales volume of cosmetics is the highest. The reason is that the local climate is caused by the local climate. On the other hand, the sales profit of cosmetics is relatively high, and 32% of dealers will be more active. Promote the sale of cosmetics. While shampoo products, although the general dealers all said that the profits are thin, the products that sell ten shampoos are not as good as the profits of a cosmetic product. However, since shampoo is a daily necessities that are needed by both young and old, sales are always maintained. A certain height. The same daily necessary washing powder, due to fierce competition, is now a few dollars to buy a large package, so the dealers think that the sales of washing powder is not very good, only in the same grade with color makeup, accounted for Choose a ratio of 9%.
In Hebei's second- and third-tier markets, consumers are very real. When buying Japanese products, 26% said that they are focusing on efficiency, followed by price and advertising, both of which account for 24%, while brands are important, but they are important. Also the consumer is considering the top three.
2.1 shampoo products
Hebei has a large wind and sand, and there are many dusts. Even the raindrops are on the clothes. The face is left with a mud mark, not to mention the impact on the hair. Therefore, the shampoo in Hebei area is the most dandruff-removing product. Good sales, accounting for 36% of total sales, followed by hair care and suppleness, both accounting for about 16%, which are directly related to the climate. The market share of moisturizing and anti-off products is a little less, but they also account for 11%, while the shine and black hair, the share is not good.
Local consumers prefer to expose bottle shampoo shampoo products, which accounts for two-thirds of the total, and only one-third of consumers prefer to squeeze bottles with pump heads. Therefore, in terms of product prices, products below 18 yuan are relatively popular, accounting for 81%.
2.2 skin care products
Affected by sandstorms, Hebei's MMs, in cosmetics and skin care, the first choice will be hydrating products, this proportion of sales accounted for 36% of the total cosmetics, followed by whitening and emollient functions, each accounted for 25% and 19 %, while sunscreen is not strong in the local area, accounting for only 10% of the share.
In terms of price, the local skin care products are roughly the same as those in other provinces. The products of 20-40 yuan are best sold, followed by 41-60 yuan and 20 yuan, which are equal, accounting for 26%. Higher-priced cosmetics are less popular in the local market, accounting for only 4% of the total sales.
2.3 toothpaste, washing powder, make-up products
Consumers in second- and third-tier cities in Hebei are basically no different from other provinces in the consumption of toothpaste and detergent products. Washing powder is mainly used for bagged products, and the price is also less than 10 yuan. The most important effect of toothpaste products is whitening, followed by anti-mite, clear breath, and finally solid teeth. 3-6 yuan of mid-range toothpaste is the main consumer product, 3 yuan or less also has a certain share, and more than 10 yuan of toothpaste brand, it is difficult to move around in the local, I also believe that like Yunnan Baiyao, LG Bamboo Salt and other toothpaste will not be popularized in the local area within three to five years.
Cosmetics products are gradually becoming popular among female consumers. Lipsticks are still the main consumer, followed by foundations, eye shadows, eyebrow pencils and nail varnishes.
3, dealer business ideas
To do the market, you need to understand not only the local consumers' requirements for products and consumption habits, but also the dealers' business ideas. After all, the products must go through the links of dealers and retailers in the hands of consumers. Find out the dealer's ideas and cooperate with the dealers' practices to allow the dealers to take care of your products. In this way, the number of products sold can be greatly increased without changing the number of terminals.
3.1 How to promote products
In Hebei's second- and third-tier cities, dealers choose the products in the store for the main push. The first basis is not the profit margin of the product, but the product that can drive the store's gas, which is different from other cities, and also confirms Hebei. The dealer's emphasis on the character of the character. The second basis of the main push is the product that the manufacturer provides support, and the third is the profit margin of the product. The idea of ​​the main push inventory backlog is relatively small, accounting for only 8%. In the way of the main push products, Hebei dealers are similar to other regions. The first is the first recommendation by the shopping guide, followed by the exhibition and continuous promotion.
3.2 About product selection
As mentioned before, Hebei dealers are more realistic and conservative. Therefore, when they choose new products for agency, the most important thing is to look at the technological advantages of the brand's corporate strength. 35% of these ideas are used first. It depends on the profit margin, the brand's popularity and advertising intensity, and the product positioning in line with the local consumption level, which account for about 22%.
For dealers, they represent a new brand, generally in order to improve the business category. Therefore, when developing the Hebei market, manufacturers should first make an in-depth summary of the product category of Hebei terminal, just like the market of a cosmetics company. What the manager told reporters, they are now studying what is missing in the franchise stores in Hebei. In addition to the conventional products, there are still some criticalities. There are not many franchised stores, but related products can be stuffed into franchise stores. A cup of soup.
Of course, in terms of goodwill and profit improvement, it is also a major consideration for local distributors to choose new products. Therefore, product profit margin has always been the main factor for communication between dealers and manufacturers; promotion of fame is the third factor they consider. The proportion of these three is 34%, 36% and 23% respectively.
In Hebei's second- and third-tier markets, 92% of dealers will eliminate some brands every year because of low product profits, insufficient support from manufacturers or manufacturers to interrupt cooperation. Of course, 53% of dealers said that they will increase by 3 each year. -6 new products, 30% said that they can add 2 new brands each year, and 15% said they will add 8-10 new products every year.
In selecting new products, dealers value the product's efficacy and brand, followed by price, and packaging only accounts for 9%. We also analyzed before, local dealers do not avoid "rust", like a little bit, Therefore, after 35% of the dealers choose new products, they hope that the manufacturers can provide the trials distributed, 30% hope that the manufacturers can have relevant experts to explain the product knowledge on the spot, and 26% hope that the manufacturers can guide the display of the products on site. Promotion and other related business activities.
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