How To Reverse The Loss Situation Of Cosmetics Stores

　　 Advertisement Increased investment, negative sales growth; exclusive shop promotion activities every day. Sale Without growth, profits are falling day by day. 2011, the fierce competition in the cosmetics industry makes the members of the marketing channel of the cosmetics monopoly store feel very puzzled. Knowing that advertising campaigns and price wars are useless, many manufacturers and agents have no choice but to persevere.

Cosmetics industry What can we do to improve sales and break the dilemma of today's cosmetics franchised stores? This article cites several cases to explain how to make cosmetics monopoly stores turn around.

Better fish than fish.

A enterprises are one of the fastest growing cosmetics companies in China in recent years. When the star strategy, the big policy and the big distribution "conference marketing" were implemented, instead of following suit, instead, they turned their attention to how to help the cosmetics franchised store to promote sales. They set up the "China Centennial famous shop promotion association", which is responsible for promoting the "Centennial shop of famous brands in China" in the core customers. They also worked together with industry experts to work out the implementation standards and sales guidelines for the "Centennial shop in China". They held regular seminars on the management and sales promotion of cosmetics monopoly shops, and organized industry experts to teach in person. At the same time, they also stationed senior project commissioners in the market to help and guide the terminal stores by 1 to 1. The company is popular among its peers.

What is more worth mentioning is that they are also studying the layout characteristics and product sales demand of the cosmetics franchised store, and developed a small capacity personal care product which is priced at about 10-20 yuan on the basis of the open shelf area of the cosmetics monopoly store. It has seized the open shelf area of the exclusive store area, won the initiative of sales, and promoted the sales of the counter brand in the counter area, and helped the cosmetics monopoly store effectively enhance the quantity of the guest. Through the implementation of this project, the enterprise has achieved the benefits of both fame and wealth. On the one hand, it greatly enhanced the sales performance of enterprises and promoted the rapid promotion of enterprises. On the other hand, it made the company win a good reputation in the cosmetics monopoly stores.

The real sale depends on the terminal. A enterprises shift their focus from the level of agent pressing to the level of providing sales management knowledge and methods for the terminal stores, effectively avoiding the positive confrontation with the competitive brands, not only enhancing the terminal sales, but also effectively cultivating the loyalty of their brands in the terminal stores. In addition, the "China centenary shop project" launched by A enterprises can help the core terminal stores to further enhance their core competitiveness, and fundamentally enhance the sales promotion of the enterprise brand. This fully accords with the 20:80 rule of marketing, and 80% of the sales are from 20% customers.

The core of this successful practice of A enterprises is called the "know the book marketing" mode. A enterprise's "know the book marketing" mode, profoundly reflects the idea of "giving people fish instead of giving people fishing", and pioneered the innovation of domestic cosmetic sales mode, which is worthy of our consideration and reference.

Method is more important than profit.

Shanghai Dai Fei cosmetics Shandong Linyi agent Zhang Zhang, although this year has not yet arrived, but in the operation of cosmetics terminal market is insightful. Zhang has taken over the brand of Dai Fei since now. In less than half a year, he has successfully expanded more than 60 terminal stores in his region, and the magic weapon of developing the terminal network quickly is not the policy of giving big gifts, but the imparting of knowledge and methods.

According to Zhang Zhang, he had worked in a large cosmetics chain store in Shandong before becoming a cosmetics agent, so he accumulated some experience in the management of cosmetics stores. Zhang spent 80% of his time visiting the terminal customers. After visiting, he found that today's cosmetics franchised stores are becoming more rational. The profit margin and the size of the franchise policy are not the first factors to consider when choosing a new brand for cosmetic shops. On the contrary, how to achieve sales quickly and continuously is the common concern of cosmetic franchised stores. After taking the Linyi power of the Dai Fei brand, Zhang Chang, in the face of more competitive brands and more difficult development of terminal outlets, decided to abandon the traditional "big gift" marketing mode and focus on training and guidance for terminal customers.

Zhang Chang vividly summed up the rapid development of terminal outlets as a trilogy of terminal development, that is, "1 training, 2 observation and 3 support sales". When Zhang trains his business team to visit new terminal customers in the first stage, he should not be open to the topic and focus on introducing his brand and policies. Instead, he will spend most of his communication time with his shop owner to exchange shop management problems. The purpose is to understand the current overall operation status of the store, the sales status of each brand, and the pressure and confusion encountered by the sales promotion inside the store. {page_break}

When Zhang's business team exchanges with his shop owner, if he finds that the shopkeeper basically agrees with his views, he will give him an invitation letter for training, invite him to attend a certain month's training, and tell the shopkeeper that there are experts on the training site, 1 pairs of 1 points, and many excellent shop owners can get together to learn from each other. Zhang told the author that many shopkeeper would accept this way.

During the training period, Zhang Chang first let external experts teach, introduce the development trend of domestic cosmetics monopoly stores, and analyze the common difficulties of store management. Secondly, let the experts on the spot answer the questions of the shopkeepers, then introduce the core selling points and product knowledge of the Dai Fei brand by training lecturers, and finally arrange the on-site simulation of the terminal sales of Dai Fei, so that the participants can feel the strong sales atmosphere personally.

Usually, after training lecturers explain, they will announce the preferential policies on site. Zhang admitted that shop owners were free to participate in training. Besides hiring expert lecturers, they needed to rent a venue, and had to arrange shop owners to eat. Although the cost was not small, the cost was small compared with the way of expanding the new outlets with the policy of large gift matching. Through free training, new store development became easier, and the new shop had a high survival rate, and the loyalty to the brand was high.

After having the first batch of new customers, Zhang will arrange a group of excellent beauty guides to help the store to hold a large sales promotion within a week, and invite new customers who have not been successfully joined in the training stage to invite the on-site customers to observe the scene. In this way, many of the former customers who were hesitant decided to call Chang Zhang to call on him.

Zhang believes that the first element in the trilogy of training, observation and marketing is "training". Zhang Chang, who has been training for the first time, is currently working with some training institutions in the industry for years of training services. He decided to push the training forward to excellent cooperative customers, giving free learning cards to excellent cooperative customers, allowing them to charge regularly, gradually enhancing their cultural knowledge and improving the level of shop management.

The difficulty of expanding new outlets has become a common headache for cosmetic agents. The successful practice of Zhang Fei, a Linyi agent of Dai Fei, may give us some new inspiration.

Selling products should also sell culture.

A 5 year old shop owner, Ms. Gong, told her feedback in July 2010. Her shop is now facing such a phenomenon that no sales are made without activities, but it is obvious that sales activities can not be used before. Bow boss doubts whether his usual buying, drawing and empty bottle replacement methods are out of order. I hope I can give some good suggestions.

The author believes that the phenomenon reflected by bow boss is the common problem existing in the vast majority of cosmetics franchised stores. The emergence of this problem is mainly due to the increase in the number of similar brands in the market, the increase in the number of stores, and the increase in the choice of cosmetics purchased by consumers.

How to break this bottleneck? I believe that the fundamental purpose of consumers to buy cosmetics is to experience pleasure after using products. In order to satisfy the beautiful dream in their hearts, this determines that when we make cosmetic terminal promotions, we should not only be satisfied with the intensity of sales promotion, but also consider the importance of store culture, brand culture and skin care culture to promote the purchase of consumers.

On the eve of mother's day, a cosmetics shop launched such an interesting promotional activity: customers can buy any bottle product during their activities, and they can sign congratulations on their own parents at the store's doorway and sign their congratulations on their own signature. On the mother's day, if customers bring their mothers to the store (or myself), as long as they find their names on the signature painting picture, they can enjoy a 40 percent off discount when they buy their products, and they can also receive a holiday gift (designated product) at the scene.

The launch of the event has been welcomed by many new and old customers, with a sharp increase in passenger traffic and a blowout in activity, and has won a good reputation among customers.

In addition to festive promotional activities, using cultural cards skillfully can get twice the result with half the effort. The salon of consumers is also an effective way to quickly improve sales through cosmetic marketing. Xinli daily chemicals, Wuqiang County, Hengshui, Hebei, is a cosmetics exclusive store with many older members. The store held a salon event with more than 200 consumers in the conference room of a local hotel in August 2010. It was assisted by factory lecturers to help summer skin knowledge training.

At the training meeting, the boss of the shop led her shop assistants to gather together with the customers who came to the scene, and carried out colorful and friendly activities such as games, prizes and competitions. The training hall also launched a special promotion campaign that combines on-site shopping gifts with raffle tickets. After receiving detailed training in skin care knowledge, most of the participants bought their products on the spot in a relaxed and pleasant atmosphere. Half a day of activity, the cumulative sales of nearly 10000 yuan.

There is a book entitled "know the book marketing: the blade of competition twenty-first Century", which is about the important position of knowledge and methods in the twenty-first Century competition. Similarly, I believe that in the fierce market competition of cosmetics franchised stores, who knows how to master the knowledge base, who is good at breaking the stereotypes, coming out from the traditional vicious circle of hard power competition, constantly learning and innovating, insisting that the "know the book" should be applied to the marketing process of cosmetics, who will be invincible in the competition.