英语翻译与大多数跨国品牌进入中国市场只走高档路线不同,欧莱雅将其在海外的大众品牌“美宝莲”引入中国,并且以越来越便利的购买渠道、越来越具有亲和力的价格延续了其大众品牌路

英语翻译与大多数跨国品牌进入中国市场只走高档路线不同,欧莱雅将其在海外的大众品牌“美宝莲”引入中国,并且以越来越便利的购买渠道、越来越具有亲和力的价格延续了其大众品牌路
英语翻译
与大多数跨国品牌进入中国市场只走高档路线不同,欧莱雅将其在海外的大众品牌“美宝莲”引入中国,并且以越来越便利的购买渠道、越来越具有亲和力的价格延续了其大众品牌路线.渠道的便利性与价格的亲和力并没有损害美宝莲的品牌形象,通过大手笔的广告投入和高档商场的专柜建设,美宝莲使自己成为时尚、潮流的代言人.相比较在中国彩妆市场上进攻高端功力不够,走大众路线又流于大路货的国产品牌,美宝莲在矛盾中求得了统一.
与其它跨国化妆品集团不同,欧莱雅采取的是全方位的品牌及产品策略.所以,在收购美宝莲之后,根据这个品牌原有的特点,欧莱雅延续了它大众化的定位,但重新打造了它的品牌形象.收购后不久,美宝莲的总部就从孟菲斯搬到了大都会纽约.从此,在海外市场,仿效欧莱雅的主打产品——“巴黎-欧莱雅”的做法,美宝莲商标的后面增加了“纽约”两个字,这么做的目的是明确的告诉消费者,这是来自纽约的产品,它当然代表着性感、国际化和最新的时尚.时尚、大众化的定位使得美宝莲在日本、欧洲等地大受欢迎.2002年,它占据了全球19%的市场份额.
美宝莲这几年在渠道方面走的是与其它外资品牌截然不同的道路,它选择的是渗透力最强的超市和连锁便利店.因为美宝莲被定位于大众品牌,对于这类品牌,除了价格,购买的便利性也是消费者的重要考虑因素.大型商场、百货商店虽然在提升品牌形象方面具有较大的作用,但由于渗透力的不足,远不能满足美宝莲大众化品牌的需求——让消费者能在任何地方都可以买到它的产品.而且,大型商场、百货商店中的品牌专柜动辄10多万元的投资,高昂的租赁和管理费用,增加了品牌的经营成本,拉远了产品与消费者的距离.超市及其它销售途径则不同,遍布各个角落的特点增加了消费者购买的便利性不说,时时的打折还能够使走大众化品牌道路的产品在价格上更具有亲和力.

英语翻译与大多数跨国品牌进入中国市场只走高档路线不同,欧莱雅将其在海外的大众品牌“美宝莲”引入中国,并且以越来越便利的购买渠道、越来越具有亲和力的价格延续了其大众品牌路
Enters the Chinese market with the majority multi-national brands only to take the upscale route to be different,Oulaiya “the US valuable lotus” introduces it in the overseas populace brand China,and by more and more convenient purchase channel,had the affinity price to continue its populace brand route more and more.Channel's convenience and the price affinity has not harmed the US valuable lotus the brand image,through great writer's advertisement investment and the upscale market's special counter construction,the US valuable lotus causes itself to become the fashion,the tidal current spokesman.Compared in the Chinese cosmetics market attacks the high-end skill to be insufficient,takes the populace route to flow in the popular goods domestically produced brand,the US valuable lotus has obtained the unification in the contradiction.is different with other transnational cosmetics group,what Oulaiya adopts is the omni-directional brand and the product strategy.Therefore,after purchasing the US valuable lotus,according to this brand original characteristic,Oulaiya has continued its popularity localization,but has made its brand image.After the purchase soon,the US valuable lotus's headquarters have moved to metropolis New York from Memphis.Henceforth,in the overseas market,imitated Oulaiya the host hit the product - - “Paris - Oulaiya” the procedure,US valuable lotus trademark behind increased “New York” two characters,such did the goal was explicit tells the consumer,this comes from New York's product,it was certainly representing the sex appeal,the internationalization and the newest fashion.The fashion,the popular localization causes the US valuable lotus in places such as Japan,Europe to welcome greatly.in 2002,it occupied the whole world 19% market share.what the US valuable lotus walked for these years in the channel aspect was with the other foreign capital brand entirely different path,what it chose was the penetrability strongest supermarket and the chain-like convenience store.Because the US valuable lotus is located in the populace brand,regarding this kind of brand,except the price,the purchase convenience is also consumer's important consideration factor.Large-scale market,Department store,although has the major function in the promotion brand vivid aspect,but as a result of the penetrability insufficiency,far cannot satisfy the US valuable lotus popularity brand the demand - - to enable the consumer to be possible to buy its product in any place.Moreover,in the large-scale market,Department store's brand special counter frequently more than 10 ten thousand Yuan investments,soaring renting with the overhead charge,increased the brand cost of operation,the move back product and consumer's distance.The supermarket and other marketing channel was different,proliferates each corner the characteristic to increase the convenience which the consumer purchased not saying that at times discounted can also enable the popular brand path's product to have the affinity in the price.
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