佰草集差异化战略

来源：微智科技网

problems that cannot be ignored. Some leaders unwilling to do masses work, masses concept weak, on masses feelings not deep, pendulum not are with masses of relationship, think masses work is revolutionary war era of things, now obsolete has, buried business work, ignored masses work of situation compared General; some leaders not do masses work, old method regardless of with, new not with, not understand masses psychological, not understand masses wishes, not said masses language, work method simple stiff, caused masses of conflict and antipathy; some leaders can't do masses work, Faced with a lot of contradictions among the people worry about fear, panic set in encounter group events, and some are even mismanaged, inflame, so work has suffered heavy losses, and so on. These problems we are soberly aware, enhancing the party's ruling capability, the maintenance and development of the party's advanced nature and purity, and to enhance the ability of party committees and leading cadres are good people. Attach great importance to and is good at doing mass work, has become the new urgent situation strengthening the party's governing capacity-building tasks. Combined practice of maintaining flesh-and-blood ties with the masses, urged the broad masses of party members and cadres, especially all levels ... Processing to improve as a guide to the country. \"\" What I did is summed up these new things, be promoted. \"This is a vivid manifestation of the Deng Xiaoping's mass. Deng also put people \"support does not support\not to agree\ppy\se not to promise\" as a startingpoint and destination of developing guidelines, policies, and as the only standard for measuring compliance with the wishes of the masses of the people. Under the guidance of Deng Xiaoping theory, Central Government adopted a series of important measures to strengthen links with the masses. In December 19, the CPC Central Committee made on adhering to and perfecting the system of multi-party cooperation and political consultation under the leadership of the Chinese Communist Party, closely for CPC and the democratic parties and the relationship between the part of the masses that they contact, effectively carrying out the mass line, played a positive role. In March 1990, the 13 plenary session adopted the decision on strengthening contacts with the masses of the Party noted that \"created and developed in the long struggle of the party's mass line, is to realize the party's ideological line, the fundamental political and organizational work route\s maintain flesh-and-blood ties and development of the masses, is directly related to the rise and fall of the rise and fall of the party and State. In September 1994, 14 adopted by the plenary session of the Party on strengthening decision on several major issues of party building. The requirements of the decision of the party's leading bodies and leading cadres should develop a democratic style of work, come from the masses, to the masses, together, stick to the mass line. Party of 13 session four in the plenary yihou, to Jiang comrade for core of party 佰草集差异化战略成功实施案例

【摘要】在国外大型日化企业的重重压力下, 国产化妆品虽有所发展, 却步履维艰。在这种艰难的情况下佰草集却能异军突起, 挥剑直指时尚之都巴黎, 为国产化妆品的出海吹响了第一声号角。这必然离不开其指定的正确战略，本文主要从佰草集制定的差异化战略来分析佰草集是如何在强者如云的海外市场获得一席之地的。【关键词】战略经营、差异化、营销渠道一、引言——佰草集如何走出窘境据统计, 内资美容化妆品企业占行业总数的90%, 市场占有率为20%; 外资、合资企业占行业总数10%, 却占总体市场的近80%; 反差巨大。中国化妆品品牌目前有3000多个, 其中大家耳熟能详的有将近20种, 而超过5亿元规模的民族品牌仅为数几家, 大部分国内化妆品企业以中小企业为主, 平均产值不足1000 万元, 与财大气粗的大型国际性化妆品牌相比, 难以分庭抗礼。国内名牌企业：小护士、羽西、大宝相继外嫁豪门, 引得业内一片震惊。而我们的民族化妆品牌是否只能面临在中低端市场游旋徘徊, 以求在夹缝中艰难生存的窘境?而佰草集作为这众多中国化妆品牌之一，又该制定什么战略才能使其改变现状从而走的更远呢？

二、佰草集的发展及其差异化定位

迈克尔·波特把总成本领先、差异化、目标集中称为企业竞争的三种基本战略。差异化战略是指提供与众不同的产品或服务满足客户或消费者需求，以便在竞争中赢得比较优势的战略。产品或服务实现差异化战略可以有多种方式:外观设计、品牌形象、生产技术、制造材料、营销手段、售后服务及其它方面的独特性。最理想的情况是公司在几个方面都有其差异化特点。从1995年开始，上海家化抽调力量，对产品定位、开发和营销做了一个长达3年的可行性研究。品牌研究小组得出的最终结论是，国际化妆品公司的研发中心，大多人员队伍庞大，对皮肤的研究水准已经非常高了。家化如果同样参与，研发一环就不占优势，所以只有走差异化路线。而国际知名品牌BodyShop的模式可以作为参照，它的草本精华路线可以走得通，说明市场包容另类路线；而家化在此的另一有利因素是“六神”在中草药研发上有5－6年的经验，如果让新品牌走中医药的路线，家化有一定先天优势。而这种差异化就是确定了“佰草集”的中医药定位。就这样公司成立了在化妆品企业中少见的“中医药研究室”，全面总结中医理论，分析研究“中医整体论”，“虚实平易平衡”背后的药物开发，并进行细胞学研究、中医理论的总结性研究及提纯中草药。佰草集将其差异性定位于中医、中草药文化, 体现出品牌独特的中国风味。佰草集的“中国风”不仅体现在产品的天然、中医的定位上, 还体现在专卖店的装修、柜台展示、产品包装、海报设计等营销细节上。多年研究中草药化妆品的充足经验, 天然中草药的原料配方, 再加上淡雅别致的包装以及富有中国韵味的产品陈列方式使得整个佰草集品牌有机具体, 实现概念与产品的完整统一, 别具特色。而这种明确的差异化定位和卖点, 正是佰草集能够最终打动丝芙兰, 成功进驻欧洲的关键所在。为采集中草药，研究人员去神龙架、云南、西

f third generation Central led collective, banner Deng Xiao-ping's theory great flag, insisted liberation thought, and facts, and times, in both at home and abroad political storm, and economic risk, severe test before, relies on party and people, defended China features Socialist, created socialist market new system, created full open new situation, advance party of construction new of great engineering, founded \"three a representative\" important thought, Continue to steer the ship of reform and opening up forward on the right. Comrade Jiang Zemin said: \"strengthening and improving the party's mass work in the new situation, it iof decisive significance to consolidating the ruling Foundation of the party. \"Through our party and some of the world's major lessons learned from the success of the old party of the party, Comrade Jiang Zemin pointed out:\" the biggest political advantage of our party is in close contact with the masses, the most dangerous after the ruling party was divorced from the masses. \"He said:\" our reform and construction, only the understanding, support and participation of the people, people's enthusiasm and creativity into full play in order to advance; the leadership of the party, only the tie and win the masses embraced, can be consolidated and strengthened. \"He pointed out that strengthening and improving the party's work style construction, maintaining the party's flesh-and-blood ties with the masses is the core problem, the key is to do solid work, implement, resolutely oppose and overcome formalism. Comrade Jiang Zemin stressed that all the work and policies of the party, are in compliance with the fundamental interests of the overwhelming majority of the people to the highest degree, to the majority of people are not satisfied with the fundamental guidelines, strive to make our workers, farmers, intellectuals and other people enjoy ... Single, everyone seemed to know. But well known does not mean perfect. Some party members and leading cadres, consider contacting their small departments, within a small circle of people, or contact individual owners, the entrepreneur, is the masses, this idea is obviously not correct. The Communist Party of China, people should have three characteristics. First, the people should be the most social, is a Department within the scope of the majority. Specific to the party and Government departments, especially the cadres working in the Central and State organs, mass is the 1.3 billion Chinese people, work for the party members and cadres, masses are the land within the jurisdiction of the common people. The second characteristic of the masses, is that we have common interests. Masses are manifestations of each specific people, but the crowd is a comprehensive political concept, refers to people with common political and economic interests in the period of social transformation, social differentiation between the interests of the masses is large, if you do not find the interest in doing mass work, the party members and cadres, will be in a passive position. The third characteristic of the masses problems that cannot be ignored. Some leaders unwilling to do masses work, masses concept weak, on masses feelings not deep, pendulum not are with masses of relationship, think masses work is revolutionary war era of things, now obsolete has, buried business work, ignored masses work of situation compared General; some leaders not do masses work, old method regardless of with, new not with, not understand masses psychological, not understand masses wishes, not said masses language, work method simple stiff, caused masses of conflict and antipathy; some leaders can't do masses work, Faced with a lot of contradictions among the people worry about fear, panic set in encounter group events, and some are even mismanaged, inflame, so work has suffered heavy losses, and so on. These problems we are soberly aware, enhancing the party's ruling capability, the maintenance and development of the party's advanced nature and purity, and to enhance the ability of party committees and leading cadres are good people. Attach great importance to and is good at doing mass work, has become the new urgent situation strengthening the party's governing capacity-building tasks. Combined practice of maintaining flesh-and-blood ties with the masses, urged the broad masses of party members and cadres, especially all levels ... Processing to improve as a guide to the country. \"\" What I did is summed up these new things, be promoted. \"This is a vivid manifestation of the Deng Xiaoping's mass. Deng also put people \"support does not support\not to agree\ppy\se not to promise\" as a starting point and destination of developing guidelines, policies, and as the only standard for measuring compliance with the wishes of the masses of the people. Under the guidance of Deng Xiaoping theory, Central Government adopted a series of important measures to strengthen links with the masses. In December 19, the CPC Central Committee made on adhering to and perfecting the system of multi-party cooperation and political consultation under the leadership of the Chinese Communist Party, closely for CPC and the democratic parties and the relationship between the part of the masses that they contact, effectively carrying out the mass line, played a positive role. In March 1990, the 13 plenary session adopted the decision on strengthening contacts with the masses of the Party noted that \"created and developed in the long struggle of the party's mass line, is to realize the party's ideological line, the fundamental political and organizational work route\s maintain flesh-and-blood ties and development of the masses, is directly related to the rise and fall of the rise and fall of the party and State. In September 1994, 14 adopted by the plenary session of the Party on strengthening decision on several major issues of party building. The requirements of the decision of the party's leading bodies and leading cadres should develop a democratic style of work, come from the masses, to the masses, together, stick to the mass line. Party of 13 session four in the plenary yihou, to Jiang comrade for core of party 藏考察；而最难的一环在中草药的提纯，如何除去中药难看的颜色和难闻的气味，这一度让他们陷入焦虑，但这项技术的研发成功，现在又成为保护他们的技术门槛。到1998年年初，实验室共开发出17个含中草药添加剂的护理产品。为表现佰草集的中国特色, 在佰草集研发阶段, 上海家化科研部人员就专程去神农架实地考察当地的药草资源, 为佰草集走中草药路线的可能性进行了探讨。在营销方面, 上海家化大胆聘请西方知名设计师进行东方概念的视觉表现, 并且使用“太极”“ 阴阳”等为西方熟悉的东方标志来体现中国特色。在佰草集的专卖店、产品发布会以及SPA会所, 以花草点缀中式庭院布景, 以民族古典音乐构造文化气息, 以植物精油营造的芳香氛围, 边品茶边了解产品信息似乎已成佰草集的营销特色。这种营销方式着重于产品文化的植入, 富有品牌内涵, 使得消费者因喜爱企业的丰富中式文化而建立起对产品的认可度与忠诚度。三、佰草集品牌差异化战略在其他方面的体现佰草集制定的品牌差异化战略还表现在以下几个方面： 1、品牌导入：摆好主辅品牌关系开发的难题仅仅是序曲，葛文耀接下来面对的三大难题均来自品牌导入。“佰草集”品牌作为高端品牌，如何处理与“家化”大众形象的关系？为了避免形象上的联想效应，“佰草集”的产品包装盒也仅在很不显眼的位置，标注了一行小字“生产商：上海家化”。直到现在，很多购买者并不清楚“佰草集”的制造商是谁。更深层次的公司管理上，上海家化仅保留了预算管理和整机控制方面的权力，将市场销售、售后服务、适当的财务和人事权在内的多项权力都留给“佰草集”自行管理。 2、品牌推广：折中模式同样走另类的模式，将自己专卖店搬进大商场，1998年8月28日，“佰草集”第一家专卖店在上海的广场开业。 3、品牌联想：避中草药就清新自然当时，有很多人对中草药有很强的排斥心理，这也是佰草集要破解的一道难题，依据这些反馈信息，家化迅速调整了“品牌形象”，避开“中草药”的宣传点，转而以“清新自然”为诉求点。而门店的陈列和布置上，后面新开的门店也尽量朝着这样的格调方向发展。 4、品牌扩张：特许加盟 2001年，葛文耀觉得“佰草集”的准备期差不多了，该是“要效益的时候了”。“佰草集”的自营店尽管盈利，但扩张成本高，即使单店盈利，公司整体还可能亏损。要想在短期内快速扩张，只有走“特许加盟”的方式。经研究发现，特许加盟的有效必须具备两个条件：一是好的样本；二是标准化。” 5、品牌内涵：重归中草药当时市场上以“清新自然”为卖点的化妆品实在太多，形象也一个比一个精美。如果没有核心内容，差异化很难维持。“我们开始把中草药的一些核心理论拿出来和消费者沟通了。当初我们做了一个比较大的调整，打破了市场上传统以功能为诉求点的主要的消费者沟通方式，而把中草药的添加剂放到功能之上去宣称。宣传所有的产品时都会强调添加剂，同时通过包装添加剂去体现这款产品的功能，和中医理论的链接。”2000年恰逢中医药的社会环境转好，加上已有的固定会员和网店，这次过渡十分平静。到了2003年，“佰草集”的品牌小组又制订了新规划，家化总经理曲建宁以图示意：要介入服务行业、保健品行业，使“佰草集”在围绕中医药核心理论的前提下，既有向产品的延伸分支，也有向服务保健的延伸分支，实现品牌协同。

f third generation Central led collective, banner Deng Xiao-ping's theory great flag, insisted liberation thought, and facts, and times, in both at home and abroad political storm, and economic risk, severe test before, relies on party and people, defended China features Socialist, created socialist market new system, created full open new situation, advance party of construction new of great engineering, founded \"three a representative\" important thought, Continue to steer the ship of reform and opening up forward on the right. Comrade Jiang Zemin said: \"strengthening and improving the party's mass work in the new situation, it is of decisive significance to consolidating the ruling Foundation of the party. \"Through our party and some of the world's major lessons learned from the success of the old party of the party, Comrade Jiang Zemin pointed out:\" the biggest political advantage of our party is in close contact with the masses, the most dangerous after the ruling party was divorced from the masses. \"He said:\" our reform and construction, only the understanding, support and participation of the people, people's enthusiasm and creativity into full play in order to advance; the leadership of the party, only the tie and win the masses embraced, can be consolidated and strengthened. \"He pointed out that strengthening and improving the party's work style construction, maintaining the party's flesh-and-blood ties with the masses is the core problem, the key is to do solid work, implement, resolutely oppose and overcome formalism. Comrade Jiang Zemin stressed that all the work and policies of the party, are in compliance with the fundamental interests of the overwhelming majority of the people to the highest degree, to the majority of people are not satisfied with the fundamental guidelines, strive to make our workers, farmers, intellectuals and other people enjoy ... Single, everyone seemed to know. But well known does not mean perfect. Some party members and leading cadres, consider contacting their small departments, within a small circle of people, or contact individual owners, the entrepreneur, is the masses, this idea is obviously not correct. The Communist Party of China, people should have three characteristics. First, the people should be the most social, is a Department within the scope of the majority. Specific to the party and Government departments, especially the cadres working in the Central and State organs, mass is the 1.3 billion Chinese people, work for the party members and cadres, masses are the land within the jurisdiction of the common people. The second characteristic of the masses, is that we have common interests. Masses are manifestations of each specific people, but the crowd is a comprehensive political concept, refers to people with common political and economic interests in the period of social transformation, social differentiation between the interests of the masses is large, if you do not find the interest in doing mass work, the party members and cadres, will be in a passive position. The third characteristic of the masses problems that cannot be ignored. Some leaders unwilling to do masses work, masses concept weak, on masses feelings not deep, pendulum not are with masses of relationship, think masses work is revolutionary war era of things, now obsolete has, buried business work, ignored masses work of situation compared General; some leaders not do masses work, old method regardless of with, new not with, not understand masses psychological, not understand masses wishes, not said masses language, work method simple stiff, caused masses of conflict and antipathy; some leaders can't do masses work, Faced with a lot of contradictions among the people worry about fear, panic set in encounter group events, and some are even mismanaged, inflame, so work has suffered heavy losses, and so on. These problems we are soberly aware, enhancing the party's ruling capability, the maintenance and development of the party's advanced nature and purity, and to enhance the ability of party committees and leading cadres are good people. Attach great importance to and is good at doing mass work, has become the new urgent situation strengthening the party's governing capacity-building tasks. Combined practice of maintaining flesh-and-blood ties with the masses, urged the broad masses of party members and cadres, especially all levels ... Processing to improve as a guide to the country. \"\" What I did is summed up these new things, be promoted. \"This is a vivid manifestation of the Deng Xiaoping's mass. Deng also put people \"support does not support\not to agree\ppy\se not to promise\" as a starting point and destination of developing guidelines, policies, and as the only standard for measuring compliance with the wishes of the masses of the people. Under the guidance of Deng Xiaoping theory, Central Government adopted a series of important measures to strengthen links with the masses. In December 19, the CPC Central Committee made on adhering to and perfecting the system of multi-party cooperation and political consultation under the leadership of the Chinese Communist Party, closely for CPC and the democratic parties and the relationship between the part of the masses that they contact, effectively carrying out the mass line, played a positive role. In March 1990, the 13 plenary session adopted the decision on strengthening contacts with the masses of the Party noted that \"created and developed in the long struggle of the party's mass line, is to realize the party's ideological line, the fundamental political and organizational work route\s maintain flesh-and-blood ties and development of the masses, is directly related to the rise and fall of the rise and fall of the party and State. In September 1994, 14 adopted by the plenary session of the Party on strengthening decision on several major issues of party building. The requirements of the decision of the party's leading bodies and leading cadres should develop a democratic style of work, come from the masses, to the masses, together, stick to the mass line. Party of 13 session four in the plenary yihou, to Jiang comrade for core of party 就在众人为国产品牌外嫁唏嘘不已时, 2008年9月1日, 上海家化旗下的高端中草药化妆品牌——佰草集在世界时尚中心巴黎的香榭丽舍大街丝芙兰化妆品专卖店的正式上市, 为国产化妆品牌赢得了难得的尊严。在西方化妆品牌逐步向中国渗透, 并占据垄断地位的同时, 佰草集却异军突起, 挥剑直指时尚之都巴黎, 为国产化妆品的出海吹响了第一声号角。佰草集借道丝芙兰,正如孔明得东风, 一举得胜, 破敌千万。“佰草集”，自诞生起，就定位于另类的化妆品形象和发展逻辑，也正是“佰草集”的这种另类使自己生存并逐步发展起来。就目前而言, 中医中草药文化在西方消费群体中建立了良好的认可度, 佰草集凭借自身的中草药理念切入西方的环保概念, 运用丰富的中国元素和汉文化的品牌内涵, 在竞争激烈的西方化妆品市场独树一帜。我们也应该看到, 环保安全的自然护肤并不是西方化妆品市场的新概念, 而佰草集则是将自然护肤进一步细分为药妆品, 再进一步细分为承载中医汉文化的中草药化妆品, 正是这种层层细分, 明显差异化定位使得佰草集在强者如云的海外市场获得一席之地。换句话说佰草集最终之赢, 与其制定的差异化战略密不可分。

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