Cheng Jinbo: The "Handsome Young Man" In The Beauty Industry

At 16 o'clock on February 25, 2010, in accordance with the agreed time, the reporter called Mr. Cheng Jinbo, the general manager of sunshine international, on the right time.

At the beginning of 2010, the general manager of sunshine international became general manager. The young company was "young handsome", modest and wise, good at learning, meeting with customers, communicating in different districts, and keen on education and training.

In February 28th, we went to Chengdu to launch a training meeting for excellent shop managers. In late March, we will go to Zhejiang market for training.

"The recent work is mainly aimed at optimizing the network in various markets and assisting agents in training, including training three categories, namely, agents, cosmetics store managers and terminal salesmen. This is one of our strengths."

Cheng told C2CC reporters.

Saint Melia who does not take the unusual road

In today's highly competitive cosmetics market, Saint Melia has killed many brands of encirclement and suppression as a latecomer. After three years of rapid layout, network construction and brand promotion go hand in hand, brand development will enter the fast lane in 2010.

In the course of groping, the general manager has stepped out of an unusual way in the exploration: according to the characteristics and needs of consumers, the sales mode of "front shop backyard", "quality daily", "shopping mall counters" and "medicine makeup sales" are implemented on the channel, and corresponding series are launched for different channels, with different positioning, efficiency, price and packaging.

For example, for the products of the drugstore, there is a cosy series of "pure whitening"; for the urban white-collar women, there are mainly two series of "light perception and whitening"; and the "water sense and whitening" are the top two series. For the low-end market, there are "water moistening whitening" series and "water beauty whitening" series that can be selected, and the price is between 18~196, which can completely meet the beautiful needs of different consumers.

The multi brand cross line operation of enterprises is not new, but few brands have crossed the two line of specialization and daily chemistry. Where are the advantages of Saint Melia? What problems will they encounter? There is a doubt in the minds of journalists.

Cheng said frankly that sunshine international is a sunny and creative beauty industry company. It has a group of industry management, planning, training and R & D elites with wisdom and experience, responsibilities and beliefs.

At the same time, sunshine international attaches importance to education and training in the professional line. The advantage of daily line is good at marketing planning. It is fully applied to brand operation. From development to popularization, from service to education, from operation to management, from channel to terminal, it embodies its systematic and comprehensive integration ability.

"Although we are moving forward in the exploration, we have the strength and capability to do this model well."

In 2009, Santa Melia launched a strong star strategy. In July, he joined hands with the film actress Yu Na. In August, he launched intensive advertising on CCTV three sets, Hunan satellite TV and Zhejiang satellite TV. At the same time, he launched gold products and combinations, and entered Tibet in September to develop training channels terminal customers.

Up to now, there are more than 5000 terminal outlets in China, including 3000 stores, more than 80 stores and special stores in China. The national market (except for Hainan) is basically covered, and Shandong, Henan, Sichuan, Hunan and Hubei have achieved fruitful results.

In November 2009, Hunan's Lengshuijiang pedestrian street Fuda Department Plaza held St. Mary's promotional activities, sales of 3 days amounted to about 200000; in Zhangjiakou department store in Hebei, through wonderful roadshows and promotions, Santa Leia sales counters even exceeded OLAY and AVON.

Why do we achieve such a good result?

To sum up, we should sum up its advantages as a "three step" terminal sales mode: first, we should launch targeted targeted roadshows for all kinds of channels, start early publicity, synchronize the one-stop service of "publicity experience promotion" and increase the intensity of experience; at the same time, we have a preferential promotion policy to attract and attract customers.

It is precisely because of the success of the exploration process that Sheng Mi Lai Ya is getting faster and faster on the way to start.

Cheng said that this not only breaks the traditional mode of separating products into professional lines or daily lines, but also puts different series into different channels, covering consumers of all kinds of industries. For agents, it helps to expand more new sources and win more profits for franchisees.

2010 plan: Education for the first terminal sales closely follow up

Familiar with the operation of the market know that the new brand in order to seize the initiative, we must have quality products and services and strong marketing strategy, channel development and brand upgrading of the "governor of the two pulse" to get through.

To this end, Cheng will take 2009 as a year to consolidate the brand base, and 2010 is the year of Santa Melia's force terminal: to meet consumer demand in the market, continue to develop new products, expand the network through multiple channels, increase the terminal promotion activities, stabilize the source of tourists, plan to break through 10000 stores (daily chemical boutiques and front backyards), increase investment, invite front-line stars to endorse, and increase intensive advertising in CCTV and local satellite TV, famous magazines and networks, and enhance the brand image.

"Learning and communication is a concept that has always been advocated by our business. This year, our major initiative is to increase service and education. No matter brand, agent, store manager or beauty guide, we will carry out team education in an orderly and orderly way."

In the interview, Cheng always referred to "learning" and "communication". When the reporter mentioned that he had the opportunity to listen to his training course, he still humbly said "learn from each other".

In the face of China's new economic situation and the convening of World Expo, Shanghai in 2010, Cheng believes that China's economy is still growing rapidly under the situation of severe international economic situation in 2009. The success of "eight guarantees" has given the needle a "strong heart" to the rapid development of enterprises. Sunshine International will further enhance the sense of crisis and urgency, seize new opportunities and meet new challenges, so as to take the initiative in fierce competition and achieve breakthroughs in the renewal of ideas.

During the period of World Expo, Saint Melia brand will also move closer to internationalization, leading agents to watch World Expo together and learn and observe the success of international enterprises.

At the beginning of 2010, at the annual meeting of the San Melia brand agency, Cheng always put forward the policy of "progress without stopping" with enthusiasm. I hope that the brand will be recognized by more and more customers and consumers in the process of growing up and become an excellent banner in the national brand.

"Only progress, no stop, hope to share with colleagues."

Cheng finally said.