<商業管理> 外國名牌眼中的中國化妝品市場

"It would seem surprising, then, that some of the world’s best-known brands are giving up on such an attractive market. This week L’Oréal of France, the world’s biggest cosmetics firm, said that it will stop selling its Garnier line of beauty products in China. This came on the heels of an announcement by Revlon, an American rival, that it would leave the country altogether."

"As the costs rise and the growth slows, L’Oréal and Revlon are unlikely to be the last foreign cosmetics firms to think again about their ambitions in China. Peddling pots of pricey gunk just isn’t as easy as it used to be."

Because it’s no longer worth it -The Economist  - 11/1/2014

http://www.economist.com/node/21593466/print 2/2

當一個市場發展到中期，就會出現汰弱留強，即使國際品牌如L'Oreal 和Revion，都要精益求精， 把需求或利潤較低的產品線撒出中國大陸。當然，要放棄中國這塊肥豬肉，不會是各大名牌想面對的結果。所以針對特定顧客而訂立的產品策略是在中國長期發展的首要條件。中國市場再不是從前剛起步的利潤高市場。現在的中國市場更需要清晰要長遠的市場定位。 

Prada, LV, Gucci 等更大品牌將會如何應對，又會是另人焦點。