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Finally, the independent consumer consciousness enhancement, and all kinds of laws and regulations, there is no doubt that the pressure.

2.3 our cosmetics enterprise future trend

In cosmetics industry boom, have maintained a rapid growth in recent years, in the long run, the development of Chinese cosmetic industry will present the following trend:

First of all, presents the white-hot competition market will reduce the number. Tax rate adjustment, to join the world trade, attracting all kinds of international cosmetics company. With competition intensifying, longitudinal is cosmetic industry high returns, will be as consumer's consumption level enhances unceasingly and cut down the price. Especially the medium of cosmetics, the unit product profit margins will gradually decline. At this time, did not have the core competitiveness of enterprises is not stable sales at lower margins, the so-called core competitiveness is the brand. In the face of the domestic many positioning is not clear, don't fully understand the market the enterprise, be eliminated will be the only way. In addition. Cases of incidental acquisition restructuring in recent years, with the deepening of competition, will, for the domestic small and medium enterprises will be a serious test.

Second, professional cosmetics enterprises have come to the fore. Even if the total capacity of the cosmetics market inChina, is also less than compared with l 'oreal's global sales. Our country want to be like the l 'oreal cosmetics company with one hundred years history of cosmetics company will be a long way. But if you focus on the local market segmentation, such as cosmetics field of middle-aged and old, also gives itself a sufficient space for development.

Finally, the development trend of Chinese cosmetics enterprises OEM. OEM business for those who don't have enough ability to do the brand of cosmetics company, in the full use ofChina's cheap labor and cheap raw material costs, it is a great development opportunity.

Stream, not to advance is to go back. Cosmetics enterprise in our country in the face of fierce market competition, only focusing on the market, on the basis of careful analysis market, adjust measures to local conditions, sustainable development, will be a place in the market.

3. L 'oreal brand strategy research inChina

3.1 l 'oreal group is introduced

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