MAC中国区品牌总经理陈文慧:外表酷辣 善存于心

中国区品牌总经理陈文慧致网友的话和MAC品牌相关问题的解答：

Q1.您第一次与这个品牌接触是什么时候?当时对这个品牌的第一印象是什么,与您现在对品牌的理解有什么不同?

A1.我第一次接触MAC是十年多以前，在新加坡。MAC的彩妆师向我介绍了MAC艾滋病基金，并告诉我所有Viva Glam唇膏的销售收入将全部捐献给慈善事业。我被彩妆师的真诚感动，于是买了Viva Glam，和Kids Helping Kids! 那的确是一次令人难以忘怀的温馨记忆，因为我认识了一个真正“有心”并“行善”的品牌。如果要问，作为现在这个品牌的管理者，十年前的第一印象与此刻我脑海中的MAC形象有什么改变，答案是没有。我们仍然在坚持我们所信仰的，继续教育消费者、彩妆师，激励他们通过各种力所能及的行为和途径，给艾滋病患者多一些关爱。

Q2.在中国市场推广此品牌时,您印象最深刻的一次最成功推广活动是什么?为什么?最失败的一次呢?为什么?

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A2.记忆中最成功的活动，是在2005年十月举办的MAC中国之夜。那是第一次，一个彩妆品牌把艺术与彩妆完美结合，以中国元素的形式呈现出来。那些模特身上美轮美奂的旗袍，来自于全世界19位彩妆师的精心描绘。那一刻你会突然意识到，彩妆艺术是一门没有边界、不存在交流障碍的艺术。

我相信每个新进入中国的品牌都会有失败活动的经历。但是对于MAC来说，任何失败的经历都是学习和了解中国消费者需求的一部分。

Q3.这个品牌的竞争对手是哪些品牌,与竞争对手相比,该品牌的特点是什么,针对品牌特点采取哪些独特的推广方式?

A3.竞争？在所有国家每个出售彩妆产品的化妆品牌都是我们的竞争对手。中国的彩妆市场有着巨大的潜力，它为每个化妆品品牌都提供了各自发挥的空间。有些品牌仰仗广告投入，有些依靠促销手段。而在MAC，服务决定一切。我们不但传授消费者各种创造美丽的方法，还为他们时时更新彩妆潮流。MAC非常独特之处在于我们从不促销。我们相信，如果消费者喜欢MAC的彩妆师、MAC的产品和MAC的服务，就一定会永远和我们在一起。我们并不需要用促销的手段去吸引他们。

Q4.您对该品牌目前在中国的推广情况满意么(与竞争对手相比销售额是否领先,品牌认知度是否领先)?为什么?未来对该品牌的期望呢?您希望通过您和您团队的努力,使该品牌在中国市场达到什么样的目标?

A4.MAC进入中国才短短18个月，还非常年轻，但我们已经拥有相当可观的市场占有率，并已然成为中国市场排名第一的彩妆品牌。我们非常满意这个结果。至于下一步的打算，当然，我们必定会继续努力，守卫我们的头把交椅，并始终坚持自己品牌的核心价值——适合所有年龄、所有种族、所有性别，并不断扩大MAC艾滋病基金的影响力。

Q5.您认为对一个成功的化妆品品牌而言,哪些因素是最重要的?产品质量?服务质量?消费者的口碑?购买方便?价格适中?在这些方面,您觉得目前该品牌在哪些方面比较领先,哪些方面需要努力,您为此做了哪些努力,有哪些计划?

A5.一个成功的品牌必须拥有高质量的产品，优秀的服务，以及不断推陈出新，能够时刻为消费者提供令人振奋的新鲜讯息。价格固然是影响消费行为的因素，但绝不是唯一的决定因素。我必须说在这些方面，MAC已经做得不错。在中国，我们要继续提供更好的服务，因为随着消费者越来越多，我们也清楚看到他们对服务日益增长的需求。

受访人以英文作答，现附原文回答，如与中文翻译内容有出入，以英文为准：

A1. My first contact with MAC was in Singapore more than 10 years ago. My first experience was very heart warming, as it was the first time I was introduced to MAC Aids Fund by the artist, knowing that 100% of the sales proceed of Viva Glam is donated to charity. At that time, it was nice to know there is a brand which does things with a good cause and has a heart. The sincerity of the artist has made me purchase Viva Glam & Kids Helping Kids! Any change in my perspective of the brand since I am now managing the brand? The answer is NO, we stay true in what we believe & continue to educate consumer, artists to encourage them to give a little warmth to Aids affected patient in every little way they can.

A2. The most successful event is MAC CHINESE DRESS event in Oct 2005. It is the first time a beauty brand combines Art with Beauty with appreciation of Chinese culture. The QiPao was done by 19 makeup artists all over the world & at that moment you realized, makeup art has no boundaries & communication barrier amongst different nationalities Unsuccessful event?

I am sure every new entrant brand in China does experience unsuccessful activities, but to us, it is part of learning & understanding the needs of Chinese consumers

A3. Competition? Every beauty brand that sells makeup is our competitor. The makeup market in China has great potential & it provides a big playground for each beauty player. Some brands emphasize on advertising, some focus on promotion. As for MAC, it is service that drives the brand - we strive to educate consumers on makeup tips and help our customer to keep abreast of latest makeup trend. It is very unique of MAC that we don't do any promotion - we believe if the customer likes our artists, products & service, they will stay true with us; we don't need to entice them with any promotion gimmick.

A4. We are very happy with our result in China, in a short span of 18 months we are already No 1 makeup brand in China with a considerable market share for a young player in the market. What’s next? Of course, we will continue to strive to keep our position as No 1 Makeup brand & stay close to the core value of the brand ie a brand caters for ALL AGES, ALL RACES, ALL SEXES and continue to enhance the awareness of MAC AIDS FUND.

A5. A successful brand needs to have quality product, excellent service, product innovation and newness to excite consumer. Pricing should not be the only factor though it is one of the deciding factors influence consumers purchase. I would say MAC has done well, but we will continue to develop a better service in China as there is a growing need in this area with the consumers getting more affluent each day.