Popular Beauty Lai Jianxiong: Nuggets Female Hair Accessories Market Hit About One Billion

Popular beauty store

There is no lack of intelligence, intelligence and potential people in China. What is missing is the systematic and professional training that enterprises can provide for these people.

Jewish commercial law holds that if you want to make money, you must aim at women. Because men earn money, women spend money - men's interest is not in keeping and using (purchasing household materials) money, but in making money; keeping and using (purchasing household materials) is a woman's business. Yes, it's not just buying jewelry, gold and silver, clothing and other accessories. It's a matter of women. Family food and supplies are mostly run by women. Therefore, paying more attention to the female market is an important way for marketers to achieve success.

Find a door

Lai Jianxiong, founder of popular beauty Entrepreneurship At the beginning, it has been groping in the path of "women". When he saw a hairpin with a wholesale price of only a few yuan, which was popular among the ladies, and sold tens of dollars, he still thought that this was his ideal industry -- high profit, no competition, no money. brand Low threshold.

In May 23, 1998, the first popular beauty store opened in Baihua square, Foshan. Store style and style are all located in accordance with the Danish card brand "COLORS IN FASHION". Careful Lai found that "COLORS IN FASHION" has several functional hairpins such as hairpin, bun, hairpin and so on. Because of its beautiful appearance and special shape, it often attracts many customers to stop and watch. Many customers even take their heads up, but most of them are put back to their original positions. "These functional hairpins require special skills to be used, which makes the customers prohibitive. If we can help customers make a beautiful hairstyle with this hairpin, will she not buy it? "

So Lai Jianxiong began to think about how to make hair with the salesperson. In addition to his own consideration, he often recruits new hairstyles to customers, classifies and sorts all kinds of hair styles and makes product manuals. To encourage salesmen to create hairstyles, they also take incentives: sell a hairpin prize of ten yuan. It worked. " business He did not offer several times the service of delivering services.

Lai Jianxiong gradually realized that the business mode of "product service" should be fixed and professionalism must be strengthened.

Lai Jianxiong was equipped with dresser in the store, which was specially designed for customers to send out hair, and the process of making the dish was made into VCD video. Word of mouth communication came into operation immediately, bringing 60 thousand yuan of income in the first month. Those who taste the sweetness begin to consider the way of expansion. So replicated, within two years, the popular beauty shop has expanded to more than 20. At present, there are more than 2000 franchised stores in the US, including more than 1800 franchises and 1 billion retail sales.

Escalating

Behind the achievements, Lai Jianxiong found the defects of business models in different periods and constantly tried to solve them and overcome the shortcomings.

For example, selling hairpins and sending hair, the secret of making money is salesperson service, which is not difficult to copy. As a result, the popular beauty shop assistants and shopkeepers are familiar with the operation mode. For a time, "popular style", "trend beauty" and other small shops can be seen everywhere. Lai Jianxiong began to worry that if it was copied again, the brand of popular beauty will not only be affected, but also the expansion will be threatened. "Rather than let them go out and make a mess, let them join." At the end of 2000, Lai Jianxiong decided to let go of the franchise policy. "To achieve rapid expansion, we must let franchisees make profits so that franchisees can earn money. This requires constant assistance from headquarters. "

At first, Lai Jianxiong established a set of management system for franchisees by using the soil method. With the accumulation and continuous improvement over the years, the original "soil" policy has evolved into a "exclusive entrepreneurial communication mode", that is, through a series of unique professional coaching and babysitting management and promotion, to conduct innovative marketing mode to franchisees, and continuously improve their business skills and management level. "Headquarters from time to time will provide training to franchisees and shop assistants, and strengthen their service mode." In Lai's view, the key to the sustainable development of popular beauty lies in its system operation capability and system management capability. And the formation of this ability is accumulated day after day, which is also impossible for imitators to overtake.

In 2003, the popular beauty store has expanded to four hundred or five hundred, scattered in various provinces and autonomous regions. Long distance management hinders the support, service training and unexpected problems of popular beauty, and makes the management cost high. Management is in a complex business and can not get away. To this end, Lai Jianxiong began to reform the management structure, divided the whole country into five zones, set up branch offices to be responsible for training, daily operation and standardized management, while headquarters became the center of co-ordination and management. {page_break}

Lai Jianxiong, founder of pop beauty

Since the Lenovo invested in the stock market, the US has entered Beijing, Shanghai and Guangzhou to achieve the most critical step of "encircling the city from the countryside". The stores also have different stores. They no longer sell cards simply, but also sell cosmetics. The area of their stores has increased from 30 square meters to 60 square meters. These changes are no longer a question of whether the franchise system is stable, but rather the problems of regional market environment investigation, learning barriers in the cosmetics industry and the speed of training the whole modeling talents. Whether or not popular beauty can land in small and medium-sized boards in 2014 depends on the quality of the above work.

New business prospects

Reporter: in 2011, pop beauty opened flagship store in Guangzhou and added cosmetic counters in flagship store. What is the logic behind this change?

Lai Jianxiong: We used hair accessories as the main source, and the brand influence was worse. If the category structure is not changed, the cost can not be sustained in business. On the choice of category structure, we must choose the most relevant one, namely the face, while the face must be cosmetics. We upgrade the hair ornaments to the whole head shape. At present, 3 outlets have been opened in Guangzhou, and 35 are planned for this year. This change has been ready for three or four years. In 2011, it was the first year of the second five year plan of the United States. In the second five year plan, the pop beauty made the strategy of "becoming the leader of the beauty dressing industry" to create the high-end image of the fashion and creative culture.

Reporter: what are the difficulties that may be encountered in the future expansion of the flagship store?

Lai Jianxiong: the biggest difficulty is that talent can not keep up. The attendant of the popular beauty shop is not only a seller, but also a stylist. She has to know how to make up and understand collocation. This kind of talent can not be made in a day. There is no ready supply in the society. However, the slow growth of talent is the biggest challenge. However, to speak of it, enterprises always feel that they lack talent. Liu Chuanzhi said that to run an enterprise is to select candidates. The core of an enterprise is the talent problem. In fact, China is not lacking in intelligence, intelligence and potential people. What is lacking is the systematic and professional training that enterprises can provide.

Let franchisees make money

Reporter: among the more than 2000 stores of popular beauty, 80% are franchisees. What is the biggest advantage of popular beauty attracting these franchisees?

Lai Jianxiong: one of the more steps we have taken is to spend a little bit of attention on the training of franchisees. Because the popular American franchisees are small franchisees and do not have much experience in management. We need to help the franchisee without management experience to make money, train them how to marketing, how to bring teams, from one store to two stores, to hundreds of stores, and how to manage the management system of the franchisees. Franchisees with good business performance can share in the popular beauty, so our affiliate system is relatively stable.

Reporter: popular beauty value =1/3 product 1/3 hairstyle 1/3 mood, in the popular beauty business mode, shopping guide service is very important. How does the popular beauty ensure that the franchisee provides unified standard service?

Lai Jianxiong: This is indeed a difficult problem. Service is dependent on people. Moreover, the standard of service is sometimes hard to refine and standardize. Things can be standardized, and human services are intangible, whether they are words or expressions. We can only continue to train, we provide many levels of training, from the point of view, including junior shop assistants, senior salesmen and franchisees training, but also junior, intermediate, advanced and retraining; training courses hairstyle, shape, and values and mentality, and human resources development planning, etc., combined with these training in order to ensure that their services can be guaranteed professionally, and can keep up with the service attitude.