{"id":31621,"date":"2019-02-28T14:34:25","date_gmt":"2019-02-28T14:34:25","guid":{"rendered":"https:\/\/www.retaildetail.be\/schoonheid-verzorging\/nivea-ceo-warns-about-rising-niche-brands\/"},"modified":"2019-02-28T14:34:25","modified_gmt":"2019-02-28T14:34:25","slug":"nivea-ceo-warns-about-rising-niche-brands","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/nivea-ceo-warns-about-rising-niche-brands\/","title":{"rendered":"Nivea-baas waarschuwt voor opkomende nichemerken"},"content":{"rendered":"<p>De Belgische topman van <strong>Beiersdorf<\/strong>, Stefan De Loecker, kondigt een groot investeringsprogramma aan voor de topmerken van de groep. Daarmee wil hij de opkomst van de nichemerken counteren.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Massamerken versus nichemerken<\/h2>\n<p>Zijn nieuwe strategie krijgt de naam C.A.R.E.+, dat staat voor dat staat voor \u2018courage, aspiration, responsibility and empathy\u2019. Het bedrijf wil de huidverzorgingsproducten in zijn portefeuille versterken en voorziet daarvoor de komende jaren telkens 70 tot 80 miljoen euro. Dat is volgens De Loecker nodig om zich te <a href=\"https:\/\/www.tijd.be\/ondernemen\/retail\/belgische-nivea-baas-slaat-alarm-over-massamerken\/10102591.html\" target=\"_blank\" rel=\"noopener\">wapenen tegen de opkomende nichemerken<\/a>: \u201cKleine opkomende merken die op specifieke groepen mikken, palmen al 40% van de Europese huidverzorgingsmarkt in\u201d, stelt hij vast in De Tijd.<\/p>\n<p>\u00a0<\/p>\n<p>Beiersdorf moet het vooral hebben van massamerken als <strong>Nivea<\/strong> of <strong>Hansaplast<\/strong>: die maken driekwart van de omzet van het concern uit. Hoewel de resultaten globaal genomen nog zeer goed zijn \u2013 in 2018 <a href=\"https:\/\/www.tijd.be\/r\/t\/1\/id\/10102394\" target=\"_blank\" rel=\"noopener\">steeg de omzet naar 7,2 miljard euro<\/a> en ging de nettowinst bijna 10% hoger \u2013 moet er volgens De Loecker snel ingegrepen worden, want de klant vraagt nu een persoonlijkere aanpak.<\/p>\n<p>\u00a0<\/p>\n<h2>Innoveren<\/h2>\n<p>Om die nieuwe merken te bevechten zet De Loecker in op innovatie: \u201cMensen willen nog altijd betalen voor echte innovaties\u201d, geeft hij aan. Daarnaast wil hij de \u2018digitale band\u2019 met de klant versterken. Het bedrijf is er zich van bewust dat grote reclamecampagnes op tv niet meer werken als voorheen. Nieuwe vormen van reclame, zoals gebruik maken van &#8216;influencers&#8217;, worden steeds belangrijker om de juiste doelgroep te bereiken.<\/p>\n<p>\u00a0<\/p>\n<p>Barbara Geusens, die met haar nichemerk Nomige gepersonaliseerde huidcr\u00e8mes op de markt brengt, treedt de analyse van De Loecker bij: \u201cVroeger stonden alle merken op hetzelfde winkelrek en maakte marketing het verschil. Nu komen mensen via de digitale wegen, zoals sociale media of e-commerceplatformen, zelf in contact met merken.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De Belgische topman van Beiersdorf, Stefan De Loecker, kondigt een groot investeringsprogramma aan voor de topmerken van de groep. Daarmee wil hij de opkomst van de nichemerken counteren. \u00a0 Massamerken versus nichemerken Zijn nieuwe strategie krijgt de naam C.A.R.E.+, dat staat voor dat staat voor \u2018courage, aspiration, responsibility and empathy\u2019. Het bedrijf wil de huidverzorgingsproducten [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":31619,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[19],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-31621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nivea-baas waarschuwt voor opkomende nichemerken - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"De Belgische topman van Beiersdorf, Stefan De Loecker, kondigt een groot investeringsprogramma aan voor de topmerken van de groep.\" \/>\n<meta name=\"robots\" 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