Bai Yunhu: Implementation Of Profitability To Single Store

Bai Yunhu, general manager of Shanghai Yuet makeup Mdt InfoTech Ltd

From a narrow perspective, the clothing industry and the cosmetics industry are different industries and cross-border industries.

But from the perspective of consumer demand, if the two can be linked together in a broad sense, because they are all consumers' demand for beauty, there is a very similar trend between the clothing industry and the cosmetics industry.

We have seen the combination of garment industry and other industries.

First, let's go over the development of China's cosmetics industry. Yesterday I saw our report. I can feel our clothing industry with "wow" taste. From January to October 2011, the total garment industry's gross output value is about 12000 to 13000 billion. Is China's cosmetics industry a big industry? In fact, on the contrary, we will find that the whole industry's growth scale in the past time is still relatively weak, and the clothing industry still belongs to the younger brother's role.

If we pay attention to the development of the past five years, by 2010, the overall cosmetics market will be around 200 billion, and there will be three thousand or four thousand cosmetics companies in China as a whole. Some information can be found in the cosmetics industry. In the next ten years, every year will grow at the rate of 15% to 20%, and the total cosmetics market in China will reach the total in 2020.

For such a branch of business, we can see that China's market potential is enormous.

The development of the whole industry is very fast in department store system and e-commerce system, department stores have a downward trend, including the circulation market is also declining, but the growth of franchised store system and e-commerce system is very fast. No matter domestic growth trend or foreign current situation, we will find that the monopoly system and e-commerce system will become the dominant channel of Chinese cosmetic channel in the future.

Therefore, we now pay more attention to the development of franchised stores and how to deal with the development of e-commerce.

Why stores are becoming the trend of development? We can see that

From the whole point of view of franchised stores, it is also a Pyramid structure. The cosmetic parts of Pyramid are still very weak in the upper part of the country. Basically they are mainly foreign countries, especially like Watsons. In the competition of stores, Watsons and the clothing industry enter the stage of shirtless warfare.

Guangzhou Tianhe City is a very good business district. Watsons has been there for 15 years. When our business reached a very good maturity, when we arrived at the rental time, we faced the challenge of rent growth and finally got the address by our clothing industry.

There is room for development in these industries.

Generally speaking, from the perspective of the development of the whole industry and the law of international development, there will be only two situations for the Chinese traditional retail industry in the future. The first is big and strong, like Watsons, and the other is small and sophisticated enterprises. It is mainly aimed at small local owners in China and small city owners.

In the future, the whole retail channel development in China basically falls into five aspects.

First, customer oriented management.

Two, brand recognition is very important for brand recognition and consumer awareness.

Three. Consumer research.

Four, brand management, brand management seems to be like the concept of fast moving consumer goods, whether it is suitable for the clothing industry, if we say that it may be too arbitrary, if it does not meet, we will find that there are some signs, the Chinese garment industry has also seen new changes.

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Five, improve retail management capabilities.

These five opportunities are very important for China's retail industry. It is possible for each garment industry to have sufficient understanding of its current stage.

For garment enterprises, if we do retail business, do we provide quick consumption? This is also a very important finding or a trend, because we have studied the 80 and 90 consumer groups. Their shopping ideas are totally different from those purchased after 60 and 70. They are very keen on their likes, and they will buy it if they like it, and do not care how long this thing last.

Suddenly, today I am in a good mood to buy a dress, maybe under the box.

Is it possible to combine clothing and cosmetics in the future? I used to discuss with our famous men's brands in China that we push men's cosmetics. The growth rate of Chinese men's cosmetics is very fast. The annual growth rate is 30% to 35%. Is there any possibility? With the help of existing clothing shops, the scale of thousands of stores, the introduction of cosmetics of private brands, and the improvement of the retail system become more sound and diversified. This may also give more inspiring points.

I just shared some of the changing trends. If we go back to the retail point of view, we can see the essence of retail, and we want to share some of our views on the nature of the retailing.

No matter how it is, we can not get away from the Maslow theory. The consumer has now developed from the survival stage to the well-off stage. Indeed, clothing is also the same. If we live alone from a shy point, we will not completely shy away from the improvement of people's living standard, and pursue the pursuit of brands and self-expression.

If we talk about high-end brands, we may need ourselves.

The satisfaction of UNIQLO's shopping environment and commodity category is a form of self expression. We find ways of self expression satisfying rather than survival.

Because his clothes are very cheap, he actually more to meet consumer self-determination, I like this color, I like this style, I like this shopping atmosphere and so on, this is the consumer's own understanding of self-expression, so I personally feel that the clothing industry also needs to have such a rapid change in this field, we call it the era of fast consumption.

When we manage a retail business, we will find that the overall management level of the retail industry is relatively weak. Therefore, we constantly instil the idea of retail. From the consumer positioning, market positioning, and the whole process of staff management, we can help store managers to occupy the market.

Market positioning, purchasing management and sales management are different. Of course, there are different things. For example, location determines the whole process. Location is very critical. Choosing a good store means that you are half done. In addition, the layout of the store, the layout of the fast moving consumer goods and the layout of the clothing have any similarities, but at least we will find that layout and display are very important.

We study fast moving consumer goods, no matter what retail shop you open, and have a clear definition of commodity categories, which are consumers' first choice and which are purchased with them.

There will be some promotions. Today, the whole state of China still has a price war. Low price is always a more effective way at present or at this stage. How to promote sales and how to manage prices is very important.

Another is the staff, staff management is always evading every industry, improving staff management level is also an indispensable factor.