{"id":776,"date":"2016-06-14T00:00:49","date_gmt":"2016-06-14T00:00:49","guid":{"rendered":"http:\/\/aoki.select-themes.com\/?p=776"},"modified":"2022-09-20T19:53:14","modified_gmt":"2022-09-20T16:53:14","slug":"regulile-pietei-se-schimba","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/regulile-pietei-se-schimba\/","title":{"rendered":"Regulile pietei se schimba"},"content":{"rendered":"
<\/div>

[vc_row][vc_column][vc_column_text]<\/p>\n

ANA MONICA ICHIMESCU,<\/strong><\/p>\n

HEAD OF ACCOUNTS, MINIO STUDIO<\/strong><\/p><\/blockquote>\n

[\/vc_column_text][vc_column_text]La o popula\u021bie de 20 de milioane de oameni \u0219i o pia\u021b\u0103 de aproximativ 780 de milioane de euro, cheltuiala medie per capita este de numai 3,3 euro pe lun\u0103. Nu ne mir\u0103, deci, faptul c\u0103 pia\u021ba de cosmetice \u0219i \u00eengrijire personal\u0103 din Rom\u00e2nia este una dintre cele mai pu\u021bin dezvoltate din Europa. \u00cen \u021b\u0103ri cu tradi\u021bie pe acest segment, ca Fran\u021ba, consumul poate dep\u0103\u0219i cu de 5 ori mai mult media de la noi.[\/vc_column_text][vc_empty_space height=”13px”][vc_column_text]<\/p>\n

PRIVATE LABELS \u2013 (NOUA) FOR\u021a\u0102 \u00ceN RETAIL<\/strong><\/h4>\n

\u00cen Rom\u00e2nia, private labels au ap\u0103rut \u00een 2003-2004. Dac\u0103 la \u00eenceput reatilerii nu investeau \u00een componentele de inova\u021bie, design sau marketing, acum situa\u021bia este la polul opus. Frontierele dintre branduri \u0219i private labels \u00eencep s\u0103 se estompeze \u00een mintea consumatorului. \u00cen prezent, private labels acoper\u0103 \u0219i segmentul premium, ca de altfel toate categoriile de produse, to\u021bi retailerii de la noi av\u00e2nd cel pu\u021bin un brand private label \u00een portofoliu.<\/p>\n

Conform recentelor studii ACNielsen, cosmeticele \u0219i produsele de \u00eengrijire personal\u0103 private label cresc galopant. Per total, conform datelor GfK, \u00een Rom\u00e2nia, ponderea m\u0103rcilor proprii reprezint\u0103 14% din totalul pie\u021bei locale de retail v\u00e2nz\u0103ri. Cea mai mare pondere este \u00eenregistrat\u0103 de discounteri, cu 40%, \u0219i apoi\u00a0 de hypermarketuri, cu 33%. Pia\u021ba de cosmetice private label are \u00een schimb o pondere de v\u00e2nz\u0103ri de 5%.<\/p>\n

\u00cen acest context, regulile pie\u021bei se schimb\u0103, pro\u00advoc\u0103rile \u0219i oportunit\u0103\u021bile industriei baz\u00e2ndu-se at\u00e2t pe factori externi, c\u00e2t \u0219i interni.<\/p>\n

La noi, smart discounter-ul Lidl a \u00eenceput \u00een 2011 cea mai mare ofensiv\u0103 din retailul autohton. Sub dinamica din prezent a pie\u021bei, discounterul a lansat prima campanie de comunicare pe segmentul de private label, \u00een care brandul Cien o are ca ambasador pe Oana Cuzino. Carrefour, pe de alt\u0103 parte, a lansat pe pia\u021b\u0103 \u00een 2014 gama de produse cosmetice \u0219i \u00eengrijire personal\u0103 \u201eLes Cosmetiques\u201d, realizat\u0103 \u00een parteneriat cu Alliance Boots.<\/p>\n

Se continu\u0103, deci, un trend ascendent, dictat at\u00e2t la nivel global, c\u00e2t \u0219i particular pe Europa, \u00een ceea ce prive\u0219te sementul de cosmetice. \u00cen Europa, m\u0103rcile proprii ce includ produse de \u00eengrijire personal\u0103 au o rat\u0103 de cre\u0219tere de 4 procente \u0219i 23% share pe 17 pie\u021be, Elve\u021bia situ\u00e2ndu-se pe primul loc.[\/vc_column_text][vc_empty_space height=”43px”][vc_column_text]<\/p>\n

NATURAL \u0218I ORGANIC<\/strong><\/h4>\n

Consumatorii rom\u00e2ni devin din ce \u00een ce mai interesa\u021bi \u00een ceea ce prive\u0219te modalitatea \u00een care produsele cosmetice sunt realizate \u0219i mai ales ce ingrediente con\u021bin. At\u00e2t produc\u0103torii, c\u00e2t \u0219i retailerii, \u00eencearc\u0103 s\u0103-\u0219i stabilizeze pozi\u021bia \u00een segment, lans\u00e2nd noi produse naturiste \u0219i plas\u00e2ndu-le la un nivel sc\u0103zut de pre\u021b, \u00eens\u0103 cu un nivel crescut de calitate.<\/p>\n

\u00cen ultimii ani se observ\u0103 de asemenea \u0219i o tendin\u021b\u0103 de premiumizare a pie\u021bei. Pe de o parte sunt brandurile de cosmetice de lux (pe care le reg\u0103sim \u0219i \u00een retailul modern), iar de cealalt\u0103 parte sunt produsele organice, bazate pe ingrediente naturale, bio. Produc\u0103torii \u0219i brandurile mizeaz\u0103 din ce \u00een ce mai mult pe atributele \u201enatural\u201d, \u201ede origine orga\u00adnic\u0103\u201d, comunic\u00e2ndu-le at\u00e2t prin semnaliz\u0103ri clare la raft, c\u00e2t \u0219i pe ambalajul de produs. \u00cen acest context, Elmiplant s-a axat \u00een ultimul an pe acest tip de comunicare, pe produse cu caracteristici \u201einspirate de natur\u0103\u201d, sub umbrela \u201e\u00centre\u021binere natural\u0103 pentru piele \u0219i spirit\u201d.<\/p>\n

INSPIRA\u021aIA ROM\u00c2NEASC\u0102<\/strong><\/h4>\n

\"\"Observ\u0103m \u00een ultimii ani o cre\u0219tere galopant\u0103 a trendului na\u021bionalist. Efectele trendului devin din ce \u00een ce mai evidente, at\u00e2t pentru retaileri, c\u00e2t \u0219i pentru produc\u0103\u00adtori. Statutul de \u201eprodus rom\u00e2nesc\u201d \u00eenregistreaz\u0103 v\u00e2nz\u0103ri mai mari cu cel pu\u021bin 5%, confom revistei Pia\u021ba. Brandurile comunic\u0103 activ produsele autentice rom\u00e2ne\u0219ti sau bazate pe re\u021bete autentice. Farmec, de exemplu, este definit ca fiind o marc\u0103 autentic rom\u00e2neasc\u0103, cu tradi\u021bie, fapt ce garanteaz\u0103 \u00eentr-o oarecare m\u0103sur\u0103 \u0219i componen\u021ba \u201enatural\u0103\u201d a produselor. Cu toate acestea, Gerovital r\u0103m\u00e2ne brandul cu cel mai mare awareness pe aceast\u0103 zon\u0103 \u00een con\u0219tiin\u021ba consumatorilor. Conform unui studiu pe consumator realizat de\u00a0 compania de cercetare Ipsos Research, \u00een top 10 cele mai \u00eencercate branduri de produse pentru \u00eengrijirea tenului reg\u0103sim trei m\u0103rci rom\u00e2ne\u0219ti: Elmiplant, Gerovital \u0219i Farmec.<\/p>\n

PRODUSE CU MULTIPLE BENEFICII<\/strong><\/h4>\n

Interesul consumatorilor pentru produsele cu multiple beneficii este \u00een cre\u0219tere. Unui cump\u0103r\u0103tor aflat la raionul de cosmetice dintr-un hypermarket \u00eei este din ce \u00een ce mai greu s\u0103 identifice produsul potrivit nevoilor sale, \u00een at\u00e2tea sortimente, func\u021bionalit\u0103\u021bi de produs comunicate, promisiuni de brand pe nevoile sale. Acesta este paradoxul alegerii la raft. Avem geluri de du\u0219 dub form\u0103 de crem\u0103 care te hidrateaz\u0103, \u00ee\u021bi hr\u0103nesc pielea \u0219i contribuie la o nou\u0103 stare de spirit.\u00a0 Un foarte bun exem\u00adplu aici sunt BB Cream-urile cu comunicare clar\u0103 pe aceast\u0103 zon\u0103 de multiple beneficii. Pentru aceste produse deja dep\u0103\u0219im componenta de 3 \u00een 1 \u0219i trecem la nivelul urm\u0103tor: 5 beneficii \u00eentr-un singur produs.<\/p>\n

Sub aceea\u0219i umbrel\u0103 se afl\u0103 \u0219i Nivea, care a adus p\u00e2n\u0103 nu demult \u00een prim plan lapte de corp hr\u0103nitor sub du\u0219. Brandul mizeaz\u0103 aici pe includerea a dou\u0103 ac\u021biuni \u00eentr-una singur\u0103: du\u0219ul propriu-zis \u0219i lo\u021biunea aplicat\u0103 dup\u0103, \u00eentr-un singur pas, sub du\u0219.<\/p>\n

PRODUSELE PROFESIONALE<\/strong><\/h4>\n

Pe de alt\u0103 parte, migrarea produselor de salon c\u0103tre produsele pentru acas\u0103, din ce \u00een ce mai performante, cu promisiunea acelora\u0219i rezultate profesionale, repre\u00adzint\u0103 un nou trend pe pia\u021ba din Rom\u00e2nia. Cel mai concludent exemplu \u00eel reprezint\u0103 Syoss, brand de produse profesionale pe zona de \u00eengrijire, coafare \u0219i vopsire a p\u0103rului. Claimul brandului destul de elocvent, \u201eSyoss. Performan\u021b\u0103 profesional\u0103\u201d, \u00eel situeaz\u0103 pe acesta \u00een top preferin\u021be \u00een co\u0219ul rom\u00e2nilor, fiind de altfel \u0219i singura marc\u0103 de pe pia\u021ba produselor de \u00eengrijire a p\u0103rului care ofer\u0103 produse cu formule profesionale, disponibile la un pre\u021b accesibil.<\/p>\n

Pe de alt\u0103 parte, din segmentul de produse de \u00eengrijire mass-market, Dove se diferen\u021biaz\u0103 \u00een categoria sa prin lansarea Dove Advanced Hair Series, gam\u0103 ce promite solu\u021bii avansate de \u00eengrijire a p\u0103rului, pentru rezultate imediate la tine acas\u0103. Migrarea se realizeaza, deci, \u00een ambele direc\u021bii, beneficiile fiind \u00een primul r\u00e2nd pentru consumatori.<\/p>\n

PRODUSE DESTINATE B\u0102RBA\u021aILOR<\/strong><\/h4>\n

\"\"Produsele destinate \u00eengrijirii exclusive pentru b\u0103rba\u021bi au luat \u00een ultimul timp un av\u00e2nt din ce \u00een ce mai mare. Cu o pia\u021b\u0103 de aproape 10 milioane de consumatori, branduri ca L\u2019Or\u00e9al, Unilever, Henkel sau Beiersdorf au intrat deja pe aceast\u0103 ni\u0219\u0103. Observ\u0103m \u00een prezent c\u0103 aproape toate cosmeticele destinate utiliz\u0103rii feminine au un echivalent masculin. Aceste aspecte se datoreaz\u0103 \u00een mod special unui trend \u00een cre\u0219tere \u00een stilul de via\u021b\u0103 a b\u0103rba\u021bilor. Ace\u0219tia au un sim\u021b estetic dezvoltat, sunt din ce \u00een ce mai preocupa\u021bi de un stil de via\u021b\u0103 s\u0103n\u0103tos \u0219i de \u00eenf\u0103\u021bi\u0219are. De asemenea, b\u0103rba\u021bii se num\u0103r\u0103 printre consumatorii fideli. Preconiz\u0103m astfel o dinamic\u0103 a cre\u0219terii v\u00e2nz\u0103rilor pe acest segment, din ce \u00een ce mai rapid\u0103.<\/p>\n

CONCLUZIE<\/strong><\/h4>\n

Pia\u021ba produselor de \u00eengrijire personal\u0103 de la noi este \u00een continu\u0103 cre\u0219tere. Cu toate acestea, observ\u0103m la nivel global, chiar \u0219i european, multe trenduri ce promit s\u0103 modifice peisajul actual al pie\u021bei de la noi. Am sumarizat mai sus doar c\u00e2teva dintre schimb\u0103rile ce au luat na\u0219tere \u00een 2015 \u0219i s-au conturat \u00een 2016. \u00cemi doresc ca \u00een acest an s\u0103 vedem o dezvoltare mai mare pe zona de inova\u021bie \u0219i digitalizare a pie\u021bei de cosmetice \u0219i \u00eengrijire personal\u0103, cu prec\u0103dere pe zona de retail. Se pare c\u0103 acest trend interna\u021bional \u00eenc\u0103 nu a penetrat la noi. Sper ca \u00eentr-o er\u0103 at\u00e2t de tehnologizat\u0103 ca a noastr\u0103 s\u0103 nu mai fim nevoi\u021bi s\u0103 apel\u0103m la exemple de tactici instore globale, ci la exemple rom\u00e2ne\u0219ti, pline de creativitate \u0219i implementate f\u0103r\u0103 cusur.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text] ANA MONICA ICHIMESCU, HEAD OF ACCOUNTS, MINIO STUDIO [\/vc_column_text][vc_column_text]La o popula\u021bie de 20 de milioane de oameni \u0219i o pia\u021b\u0103 de aproximativ 780 de milioane de euro, cheltuiala medie per capita este de numai 3,3 euro pe lun\u0103. Nu ne mir\u0103, deci, faptul c\u0103 […]<\/p>\n","protected":false},"author":1,"featured_media":13589,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,208,571],"tags":[15,26,77],"class_list":["post-776","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home","category-media","category-business-en","tag-advertising","tag-design","tag-technology"],"yoast_head":"\nRegulile pietei se schimba - Minio Studio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/minio.ro\/en\/regulile-pietei-se-schimba\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Regulile pietei se schimba - Minio Studio\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text] ANA MONICA ICHIMESCU, HEAD OF ACCOUNTS, MINIO STUDIO [\/vc_column_text][vc_column_text]La o popula\u021bie de 20 de milioane de oameni \u0219i o pia\u021b\u0103 de aproximativ 780 de milioane de euro, cheltuiala medie per capita este de numai 3,3 euro pe lun\u0103. 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