Analysis Of The Management Of Cosmetics Stores

many brand On the road of growth. For example, Shanghai. CHCEDO "Hangzhou's" Villa " A comprehensive survey of China's cosmetics enterprises has gone through all kinds of hardships, resulting in such a two level differentiation. The key is to see whether the boss knows. Marketing Way.

In this era of "marketing is king", the success of a brand is not caused by a single factor. It is necessary to integrate various market resources. Cosmetics stores have become one of the main channels of concern and competition for many manufacturers in recent years. However, there are more and more obvious problems. For this reason, this article will discuss with you the current situation of the cosmetics monopoly store market, so as to make the cosmetics monopoly store better.

1. The general situation of cosmetics monopoly stores:

1) the characteristics of cosmetic stores:

1, a business model between shopping malls and supermarkets, more flexible than the two, more meticulous after-sales service, general stores have beauty salon, shop assistants will beauty techniques, members purchase products can enjoy free beauty care services for a long time.

2, store brand is mainly middle and low end brand, consumer group is mainly middle and low consumption group, and consumer brand loyalty is relatively low. A non famous brand must maintain continuous popularity of shopkeepers and shop assistants in order to maintain a good selling status.

3, franchised stores operate a wide range of brands. Different brands have different missions, such as establishing famous brand image, attracting new customers, and gaining profits from non famous brands. The sale of famous brands must be promoted by the exclusive stores. However, a brand can get the attention of the franchised stores and the main push must have its distinctive characteristics, such as product characteristics, company management features, after sales service, etc.

Two) the general situation of the domestic franchised stores market:

1, franchised stores are going to scale and chain, and A and B stores are gradually forming a monopoly in the locality, and famous brands are concentrated in local stores.

2, dealers' business consciousness is gradually improving, management is gradually standardized, and the long-term development of shops and brands is concerned.

3, dealers pay more attention to the after-sales service of brands, pay close attention to the reputation of the agents, and are willing to cooperate with those companies that have good after-sales service, advanced terminal management consciousness and can guide their development.

4, the general brand management of stores in the market: Dealer ordering, store manager training and meetings, promotional activities, supervisors follow up, gift materials support, etc.

Four) franchised store channel brand operation mode:

1, image display: Monopoly brand leader Shiseido, Herborist and so on, because its product line is longer, and the product range is more. In the exclusive store channel, it is the store store business form, while Mamonde, pill beauty and other brands are independent image counters in the exclusive store.

2, the purchase discount: the first line of well-known brands are more than 30 percent off, the second tier brands are mostly around 40 percent off, and the three line brands are 50 percent off or lower.

3, market support:

1) image cabinet support: most brands agree with the store's annual sales task, and the task company returns its image cabinet to make a deposit.

2) trial loading support: the first order purchase reaches a certain amount. The company provides a full set of sample trial packages for the best seller, and then changes every six months according to the purchase status.

3) gift material support: according to the purchase status, the company provides the gift material support in proportion to promote shop sales.

4) monthly activities: monthly sales promotion according to the sales situation of each store.

5) management of membership points: all stores are involved in brand member management in accordance with the management rules of members of the company.

6) responsible person: the brand must be responsible for the brand in the store, and accept the guidance, supervision and management of the company's market supervision. At the same time, the company can effectively motivate it according to the brand representative incentive system of the Fu Fu market.

7) order meeting: the company conducts more than two orders and profit reduction policies every year to improve the operating profit and enthusiasm of the franchised stores.

8) brand representatives' meetings and training: the company holds a summing up meeting and thematic training every month to enhance its personal sales ability.

9) dealer meeting: the company conducts more than two management and exchange meetings and training sessions to store owners every year to unify our business philosophy.

4. Market inspector Supervisor:

1) brand managers and regional supervisors: regional heads are responsible for new store development, market maintenance, distributors and brand representative management in the region.

2) training supervisor and regional market supervision: regional supervisors cooperate with regional heads in charge of product training, promotional activities, personnel teaching and post sales activities in their respective regions.

Two, the problems faced by the store brand:

Summarize the current situation of franchised stores and the operation of each brand, and highlight the following problems: {page_break}
 

1) product homogeneity:

Depending on a concept, a good package, a prominent product function and so on, the era of a brand has ended, the monopoly of product technology has been completely broken, and good ideas emerge in an endless stream, because talent has entered the market, and the flow of talents has greatly enhanced the imitation power of the industry. Product homogenization is unavoidable, and it will be more and more difficult to seek product alienation. However, no product differentiation can only be repeated production in the market.

Two) price competition tends to be concentrated in the middle and low end market.

At present, the retail products with a single retailer under 100 yuan are still in the leading position in the market of franchised stores. Most manufacturers are taking the product of this price segment as the leading factor when developing products entering the market, because we can see that this price segment is the tower foundation of Pyramid, and it is the most capable one. However, the low price brings the company low operating space, because the profit margin is limited, and the brand often has no follow-up force. Many successful brands entering the market are gradually fading out of the market because of the late support.

In addition, we should see that the brand loyalty of the middle and low end brand consumers is low, unstable and easy to transfer. If the brand member management is not good enough, the customer turnover rate is very high. Finally, the franchised stores are unwilling to continue to operate. There are not many domestic brands that have good performance in the high-end brand market, which is related to the short-term market behavior of various manufacturers. The high-end brand market must be cultivated slowly and continuously invested. Any market behavior that damages the brand image is very dangerous, which is not conducive to the long-term development of the brand. Therefore, most domestic enterprises do not have the patience. Therefore, a breakthrough in price is a necessary way to highlight the tight encirclement.

Three), marketing methods and promotion methods are identical.

"More money, more deliveries, less support." This is the essence of brand marketing of franchised stores. It is the only job that a general salesperson will do when he returns to the Department, and finally the customer is overwhelmed and "aborted". Promotion is nothing more than "a few people + a tent", not buying or giving special discount, and so on. For a long time, consumers are numb, and turn a blind eye to activities. When you really buy products, you do not give discounts or gifts, instead, they result in "promotion ineffective, not promoting more ineffective", and the cost has generated no sales growth. So some people put forward the theory of "useless sales promotion". Is sales promotion really useless? Do consumers really want to promote sales or do we not have differentiated marketing methods? This is a question for us to ponder.

Four), terminal channel: manufacturers turn from active to passive, and bargaining chips with stores are getting higher and higher.

With the increase of consumer awareness, dealers' brand awareness has also improved. Choosing brands from the previous blind to rational, they will choose to cooperate with those companies that have good reputation, good service, good sense of management, and can guide their business progress. In addition, the competition between shops and stores in the two or three tier market is fierce. A and B stores are getting stronger and stronger. They are becoming more and more chain oriented, scale up, and C stores and new stores are facing difficulties and gradually being eliminated. As a result, the choice of factories in the local area has become smaller, and many local shops have become the phenomenon of "making brands must find me, otherwise no one can do well". Manufacturers are getting more and more headache and negotiations are becoming more and more passive.

Five) competition among brands: the competition of comprehensive strength and the movement of burning money.

Shiseido, Herborist, CHCEDO and other famous brand market center of gravity sank, and constantly "attack the city", opened up a lot, using various means to store pressure, shop owners all day around the "big brand" turn, can be divided out of energy and money very little. In addition, some brands with good market performance begin to do TV advertisements (strictly speaking, investment advertisements), which affect consumers and, more importantly, influence dealers. As a result, the brand without strength can only be "look up and down", and some brands that have fallen early are blindly following up. Finally, they lose their wives. No way, advertising is the burning of money, it depends on who burned for a long time, the fire is effective.

Six) competition among industry talents: first-class talents are always used by first-class companies.

Because large scale manufacturers and agencies have good management system, excellent working environment and excellent salary, so they can always attract the top talents in the industry for their use, while small and medium-sized companies are eager to employ people, always grasping some "new hands", saying that they are "training", but these people have just been trained for a year and a half, and they can create profits for the company, but they are flying away because there are always temptations outside. There are always large companies waiting for you to train your school students for their own use. Facing the pressure of life, young people nowadays are going to "go high". How to retain talent is a problem for all small and medium sized brand enterprises.

Three, the outlet of the general store brand: to be a "big fish in a small pond" and settle in human resources.

In the face of the weakness of market competition and the lack of market resources, what is the way out for the general brand? I think it is possible to adopt a conservative approach instead of confronting the "big brands" to develop their weak regional market, because no well-known brand will be strong enough for every market. We may as well avoid its edge, concentrate on manpower and material resources, concentrate on making small areas, do "big fish in small pools", make regional strong brands, make model markets, and then use the model market to radiate to the surrounding areas.

In addition, people are the only dynamic resources in all the resources of the company. If the company can not change some external objective conditions, it is necessary to start from the human factors and create a competitive sales team and retain talented employees. This requires efforts from the following aspects: creating a good working environment, adopting a humane management mode, providing a fair and reasonable salary, and establishing personal charisma of leadership.