Watson's hot agent "Dachang Jigsaw" brand cosmetics

With the popularity of the Korean TV drama "Daejeongjin," Daejang's derivatives have begun to rise. Yesterday, the "Daily Economic News" was informed that cosmetics under the name of "Dai Jang Geum" have been on the counter at Watsons Hong Kong store. However, this series of products has not yet been introduced into the mainland market. Watsons is investigating the mainland market and will soon determine whether to enter.

According to a related person from Watsons, the TV drama Dae Jang Geum in the first half of this year sparked a whirlwind in Hong Kong. Watsons immediately conducted a market survey and the investigation revealed that Dae Jang Geum’s derivative products were quite large in a certain period of time. Market potential. At the same time, Korea’s MBC Television, the maker of Dae Jang-Ige, is also targeting opportunities to license “Dae-Jianjin” to a cosmetic company in Korea and develop a medicated skin care series under the “Dai-Yang-King” brand. Watson’s global procurement system also learned about this product.

It is understood that Li Ying'e, “Dae Jang Geum,” personally endorses this series of products and makes publicity. The intangible value it brings is also the reason to attract Watsons. The relevant person in charge of the Watsons Public Relations Department stated that the facts prove that the series of sales is in good condition.

“We signed an exclusive sales contract with Korea Cosmetics Factory, so we can only see this product in the Watsons store. However, this series of products will not be sold in the Watsons Hong Kong store because we have signed a short-term purchase agreement. The person in charge said: "The "Dai Jang Geum" does have some commercial value, but we believe that the value is greatest after a period of time after the airing of the TV. After that, it is difficult to say."

The "Dai Jang-Wong" series of cosmetics has not yet been introduced into the mainland market. Watsons said that relevant market research is still underway. If it finds that the mainland market also has enormous potential, it will introduce the series of products into the Mainland.

Gu Jun, a daily chemical analyst, said that Watson’s introduction of “Dai Jang Geum” derivative products is a short-term marketing behavior. “Despite the fact that Dae Jang Geum is very popular in Asia, the commercial value brought about by this hot is short-term. ,when it is broadcast, it will be hot, but it will be difficult to maintain for a long time.” Gu Jun said, “Most companies use tycoon to fight guerrilla warfare instead of protracted war.”

Gu Jun also believes that in the "Dai Jang-Ikwan" TV series, the emphasis is on the character and spirit of women, and there is a certain connection with cosmetics, but the connection is not great. Catering brands or companies are closer to the essence of Da Jang-gao than cosmetics.