Grasp The Popular Beauty

Modern ornaments have gradually become a new type.

"I am both happy and stressed when I get this award. I am afraid I will lose face if I do not do well in the future."

This simple and unadorned speech comes from the mouth of Lai Jianxiong, the founder of pop beauty.

Lai Jianxiong said that the background of this sentence is that at the beginning of this year's China clothing brand annual award presentation ceremony, pop beauty won the perfect mate award.

At the same time, "pop beauty" has made a high-profile appearance at the China International Clothing and Accessories Fair (hereinafter referred to as CHIC).

A hair ornament enterprise, which won the annual award of the Chinese clothing brand named Oscar by the clothing industry, must have its special features.

The success of popular beauty depends to a large extent on its unique marketing method.

"One time consumption, lifetime free service" is Lai Jianxiong's business experience.

As long as customers buy popular beauty accessories, cosmetics and other products in popular chain stores all over the world, they can enjoy hair design, hairdressing, makeup and learning how to design their own images freely in chain stores nationwide.

Experiential form

"Experiential marketing mode depends on the construction of two systems.

Therefore, how to consistently implement the sense of service in the two systems is the key to experiential marketing.

For this reason, apart from establishing a perfect franchise policy system, the popular beauty has also formulated a series of training systems to enhance the service consciousness and management skills of franchisees, and has established a strict and scientific system of rewards and punishments.

At the same time, a set of perfect service awareness training and service skill evaluation system is set up for the sales team.

In order to strengthen ties with franchisees and better serve franchisees, pop beauty meets every three months for a franchisee conference. By designing new themes and arranging practical training contents, we employ a group of famous terminal sales experts to train franchisees in service awareness, service quality and terminal management skills, so as to help franchisees do well in service and improve the listing and promotion of new products.

With this unique experiential marketing mode, pop beauty quickly stands out among the hairdressing counterparts.

From 1998 to now, in the short span of 13 years, "popular beauty" has been rapidly distributing nationwide at an average annual rate of more than 100. At present, the popular beauty has developed into a large-scale chain enterprise integrating hair ornaments, cosmetics, fashion design and so on, and has more than 2200 stores in the whole country.

But because of being easily copied, experiential marketing can not be the core competitiveness of popular beauty.

In recent years, as the number of new enterprises has been increasing, the prices of upstream raw materials have continued to rise, and the profits of the accessories industry are decreasing year by year. How to enhance their core competitiveness and create new profit growth points has become an urgent demand for all accessories enterprises.

It is precisely because of this, Lai Jianxiong is determined to work hard on the brand, and strive to high-end fashion industry.

In 2005, the United States ascended the stage of Hunan satellite TV and successfully hosted the "popular beauty rose covenant" program. Later, pop beauty invited Fan Bingbing to endorse; signing international fashion designer Li Dongtian as modeling consultant; exclusive sponsorship of "ugly invincible" hairstyle hair accessories; and cooperation with internationally renowned luxury brand SWAROVSKI.

In 2010, the United States sponsored the sixtieth World Miss pageant event. In the same year, it sponsored the Chinese underwear model competition. In early 2011, it took part in CHIC.

At the same time, the popular fashion culture creative base and the first hair Museum in China are being built.

In addition, the United States plans to open 35 flagship stores nationwide this year, and strives for listing in small and medium sized boards before 2014, creating a precedent for women's jewelry industry's first listing.

Lai Jianxiong said fashion culture and creativity are the long-term strategic objectives of enterprise development.

Hair accessories have always been the supporting role of clothing. Nowadays, the hairdressing industry should strive for high-end fashion and become the leading role of fashion.

The purpose of doing so many activities is to upgrade from experiential marketing to fashion marketing.

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This is the reason why fashion beauty has won the annual award of Chinese clothing brand.

The head of the Organizing Committee of the China brand annual awards said that modern jewelry has gradually become a new fashion designer, showing the phenomenon of integration of jewelry fashion and clothing accessories.

This year's special award for the year award, the perfect companion award, has been especially popular with the US in recognition of its outstanding contribution in the female jewelry industry.

But as Lai Jianxiong said, winning this award is a pleasure, but it also has pressure.

Whether the popular beauty can turn pressure into motive force will become a critical period in the next 4 years. We will wait and see.