INDUSTRY

早在1980年，北京五厂的亮黑色，洗头，在中国市场本身烘焙产品的生产日期。 1986年，更名后，北京作为公司的销售经理邵玉春的五厂北京利源五厂的每一天，不仅负责光明的品牌营销工作，而且还目睹了光明的品牌发展。

自1980年以来28年，谁不仅邵玉春当天与德国汉高公司的销售主管北京五厂合资企业，而且还建立了一个北京的百货批发公司，兴源时，设置了代理19个品牌。在改革开放的进程不仅改变消费习惯，在销售渠道的深刻变化邵玉春也提出了一些战略性调整，以及最终的竞争优势将市场锁定核心染发剂。

转型期首次从三个，谁也集中在批发层面
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作为早在1974年，北京的光明一洗，洗发水品牌的生产日期五厂，这是第一段染发剂产品，由黑色烤产品的推出之后，从最初的发展，到1996年，光明洗染香波的最高年销量将达2700万元，一亮黑色烤600.0万箱，年销售额突破，成为洗染外地在该国名称的第一个值得。

“我非常漫长的一天在北京五厂服务，将改名后的销售经理，共创品牌的努力，全国的销售负责五厂职务之日起1986年北京梨园”。邵玉春是北京五厂日期最高级工作人员，一名负责与国家后，广泛接触市场销售，然后对国内产品的头发已经很清楚的认识在改革开放以来，在1978年：，消费者仍然脂肪染色产品留在“黑”最根本的需求，作为中国最早的染发剂品牌-唯一的光明;此外，天津工厂生产一天的梅雨和江西嘉宝2发代理品牌也具有一定的市场，改革开放后10年来在国内市场只有少数几个国产品牌的染发剂。

1996年，德国的汉高公司开始与北京丽源五厂合营企业的一天生产光明染发剂产品，德方为新公司注入更多的资金，带来了更多的先进管理经验和训练方法，在邵玉春与此同时，合资公司的销售主管。虽然从理论上讲，光明品牌的整体竞争力有很大改进，但合资企业的光明，但没有成功预期，主要是因为邵玉春认为汉高在中国市场的了解不深，没有在同一时间，没有充分预见到在中国市场环境的复杂性。

合资成立了数年前，北京兴源百货批发公司的诞生，邵玉春成为该公司的法定代表人，加上北京梨园五厂汉高公司的销售日期经理和销售总监，邵玉春，谁也三个等级。兴源百货于1992年，作为北京利源五厂天批发公司“三个一流”开始批发市场，不知名的牌子从原来的代理人，代理人在1996年阿斯比，雅倩，单蚺呵，东洋之花，上海肥皂，雪一天，清洗等埃利耶19个品牌在北京，在批发回款400万第一年第二年上升到700万，第三年，通过万兴源批发百货批发公司在北京爆发，成为前三名。当北京

兴源批发部后，在高速增长时期存储公司，汉高逐渐卸下邵玉春利源销售总监和销售经理五厂职责百货店运营商对杏园批发公司，集中也成为未来职业第一次成功转型。

的第二次转型：锁定染发剂市场

“不能让大品牌，小品牌枯燥，渠道成本高，这96年至03年批发商间发展的主要制约因素。”邵玉春告诉记者，当兴源批发部在北京市场的销售回款1000000000突破商店优秀的公司，他们发现了一个非常低的净利润。 2000年，该公司报表显示，利润总额1100万元，成本高达900多万人，包括一些其它的基本业务费用，该公司没有利润。

自2000年以来，百货公司和不同渠道，超市进场费新年费用，促销指导费，条码费逐年上升，它成为所有批发商片的最高成本，在稍后阶段，几乎淹没;此外，新的低利润的品牌，制造商不应持久的支持，跟进疲劳的发展，这些使批发公司的利润急剧下降。从2001年开始，兴源百货批发公司，以逐步减少代理品牌，在2003年退出的综合性批发市场。在此期间，北京东直门（原电气公司）批发市场，安定门（关联公司的原街道）批发市场，香海批发，优雅的批发（年销售额达8亿美元）和其他大型批发公司批发领域全面退出为实现转变。

，但是，有经营的美容线领域多年的经验，使邵玉春仍然是染发剂产品情有独钟，杏园后退出批发公司与韩国东星制药公司研发的批发渠道头发代理，说，研发和推广其过程染发剂自己的品牌，而且国内生产的落后工艺染发剂替代技术邵玉春。

从上世纪80年代初开始“，已在内部使用随波逐流是黑头发脱落，然后与所需的颜色浅的颜色变浅感染技术，对头发损伤技术是非常严重的。”邵玉春说，中国特色的技术，使黑头发，有内在的困难，以解决损坏的头发，闻，粘皮肤，过敏和不安全的硬伤，上个世纪90年代后期，他最首次发现日本公司洽谈合作但是，日本的头发没有大的突破，在技术，经过韩国发现邵玉春东星制药厂，该公司开发的“包裹渗透色彩技术”不仅实现不了的破坏毛鳞片，气味少，不粘和基本非过敏性皮肤的问题发生，但颜色有一定的颜色，但可以重复洗头后，颜色稳定实现。因此，在与韩国兴源东星制药合资企业2004年推出染发剂产品，全面中国市场目前销售稳定增长。

作为一个高类别高科技化妆品“，染发剂产品的发展表明，中国的市场发展和实力水平。”邵玉春说，80年代在上个世纪，染发剂产品900.00亿元，3.0日本的年销售额亿韩国，台湾达到30亿美元，虽然印度每年消费300万箱的染发剂产品，头发在中国染料开支，每年只有30亿美元，在欧洲染发剂产品的最大销售埃利耶万盒，每年只有约，远低于发达国家的水平。

邵玉春认为，从改革开放的国内品牌3,4个月，到目前180多个品牌的染发剂，尽管30多年的快速发展，但市场是非常低的基础，中国的未来污染发代理市场，但仍有很大的增长空间，国内品牌还有很长的路要走。

邵玉春two transition

Early in 1980, Beijing五厂production date of the bright black hair shampoo and baked products in the Chinese market itself. 1986, Beijing was renamed the Day of五厂Beijing Liyuan五厂of day after邵玉春as the company’s sales manager, is not only responsible for a bright brand marketing work, but also witnessed the development of a bright brand.

since 1980 for 28 years, who not only had邵玉春day of Beijing五厂joint venture with Germany’s Henkel company’s sales director, but also set up a Beijing department store wholesale company Xingyuan up when Deputy 19 brands. The process of reform and opening up not only changed consumer habits, the profound changes in sales channels邵玉春also made a number of strategic adjustment, and, ultimately, competitive advantage will be the core of the market lock-in hair dye.

the first time in transition: from the three, who is also to focus on the wholesale level

as early as 1974, Beijing五厂on the date of production of the bright one to wash and shampoo brand, this is the first paragraph hair dye products, followed by the introduction of a black baked products, from initial development to 1996, a bright shampoo washing and dyeing the highest annual sales reach 27 million yuan, one bright black baked 6,000,000 annual sales exceeded box, become washing and dyeing the field worthy of the name first in the country.

“I am very long day in Beijing五厂of serving, to be renamed the 1986 Beijing Liyuan after the date of五厂duties as Sales Manager responsible for a bright brand national sales efforts.”邵玉春was Beijing五厂date of the most senior staff, one responsible for the sale after extensive contacts with the national market, and then the hair of domestic products has been very clear understanding: at the beginning of reform and opening-up in 1978, consumers of dyed fat products still remain in the “Black” The most fundamental demand, as China’s earliest hair dye brand - the only bright; In addition, the Tianjin factory produced one day of the Mei-yu and Jiangxi Garbo two hair agents brand also has a certain market, reform and opening-up after 10 years on the national market only a few homemade hair dye brand.

1996, Germany’s Henkel started with Beijing Liyuan五厂day of a joint venture to produce a bright hair dye products, the German side to the new company to inject more capital, bringing more advanced management experience and training methods ,邵玉春at the same time the venture’s sales director. Although theoretically speaking, a bright brand overall competitiveness should be improved significantly, but the joint venture’s bright and did not succeed as expected, mainly because邵玉春think Henkel understanding of the Chinese market is not deep enough, at the same time not fully anticipated to the Chinese market, the complexity of the environment.

joint venture set up in a few years ago, the Beijing Department Store Xingyuan wholesale company was born,邵玉春become the legal representative of the company, together with the date of Beijing Liyuan五厂Henkel Sales Manager and Sales Director,邵玉春, who is also three grades. Xingyuan Department Stores in 1992 as a wholesale company of Beijing Liyuan五厂day “three class” began to wholesale markets, unknown brand from the original agent to agent in 1996 Asbjørn,雅倩, Shan Rana,东洋之花, Shanghai soap, snow day, and cleaning, etc. Eliya 19 brands, in Beijing in the first year of wholesale back to paragraph 4 million the following year rose to 7 million in the third year, broke through a million Xingyuan Wholesale Department Store wholesale company in Beijing to become the top three. When Beijing

Xingyuan wholesale department store company in the period of rise after high-speed, gradually unload邵玉春Henkel Liyuan Sales Director and Sales Manager五厂duties to concentrate on department store operator Xingyuan wholesale company, which also become the future career of the first successful transformation.

the second round of restructuring: locked hair dye market

“can not make big brands, small brands boring, channels the high cost, this is from 1996 to 2003 wholesalers in the development of inter-constraints the main factor . “邵玉春told reporters, when Xingyuan wholesale department store company in the Beijing market Days sales outstanding breakthroughs one billion, they found a very low net profit. In 2000, the company statements show gross profit in 1100 million and the cost is as high as more than 900 million, excluding a number of other basic operating costs, the company little profit.

Since 2000, department stores and supermarkets for a variety of channels进场费New Year expenses, promotions guide fees, barcode costs rise year after year, it became a piece of all the wholesalers the highest costs, at a later stage almost overwhelmed; In addition, the new low-margin brands, manufacturers should not lasting support, follow-up the development of fatigue, these so that the wholesale company’s profit dropped sharply. Starting in 2001, Xingyuan Stores wholesale company to gradually reduce the Acting brand, to quit in 2003 that a comprehensive wholesale market. During this period, the Beijing Dongzhimen (formerly Electric Company) wholesale markets, Andingmen (the original street of affiliated companies) wholesale markets, Heung Hoi wholesale, elegant wholesale (annual sales up to 8 million) and other large wholesale companies comprehensive exit wholesale areas, to achieve transformation.

, however, have had many years of operating experience in the field of beauty line to make邵玉春still a soft spot for hair dye products, exit the wholesale channel after Xingyuan wholesale company with the South Korean pharmaceutical company TOSE R & D hair agent, with邵玉春as saying that R & D and promote its own brand of hair dye process, but also domestically produced alternative technology behind the process of hair dye.

“from the early 80s of last century onwards, has been used internally drift shallow color technology, with black hair that is shedding and then infected with shallowing of the required color, the technology of hair damage is very serious. “邵玉春said that the Chinese characteristics make black hair technology has inherent difficulties in order to solve the damaged hair, smelling, sticky skin, allergies and insecurity硬伤, the last century, the late 90s, he was most first to find Japanese companies to discuss cooperation, but that Japan’s hair was not big breakthrough in technology and, after South Korea found邵玉春TOSE pharmaceutical factory, the company developed “parcels penetration color technology” can not realize the destruction毛鳞片, smell less, non-stick and the basic non-allergic skin problem happened, but the color has a certain color, but can be achieved after repeated shampooing color stability. So in 2004 with South Korea Xingyuan TOSE pharmaceutical joint venture to launch hair dye products, an all-round Chinese market is now stable sales growth.

“as a high-tech cosmetics category, hair dye product development indicates that China’s level of market development and strength.”邵玉春said that the 80’s during the last century, Japan’s annual sales of hair dye products 90 billion yuan, 3.0 billion South Korea, Taiwan reach 30 billion, even though India’s annual consumption of 300 million boxes to hair dye products, hair dye spending in China each year, only 30 billion, sales of the largest in Europe hair dye products Eliya million boxes each year and only about, well below the level of developed countries.

邵玉春think, from the reform and opening up of 3,4 months of domestic brands, to the current more than 180 hair dye brand, despite 30 years of fast development, but the market is very low base, China’s future pollution Fat agent market, there is still much room for growth, domestic brands have a long way to go. (08-9-24)

Tags: beijing, company, hair, wholesale