Is It Fashionable For CEO To Design The New Beauty Store Of City Beauty?

Always win at a low price.

Let's try.

The route.

In November 16th, the first shopping mall of city beauty entered the Imperial Court Square in downtown Shenzhen.

Compared with past street shops, city beauty has made great adjustments to the shopping center store.

The signs were changed to the English name of "Cosmo Lady" in the city beauty, and the store design was more modern and concise. The matching of goods was dominated by the demand of consumption scenes such as appointments, sports, work and so on. The display of goods was divided into five major parts, namely fashion, sex appeal, foundation, function and beauty accessories.

"Consumers interact with each other

More price driven. In the future, we need to combine fashion elements and sell products without discount.

For example, to give consumers a fashionable bag, let them feel value for money, this is more valuable than direct discount.

Sharen Turne, a non full-time chief strategist of urban beauty, said.

The secret predecessor of Vitoria, CEO, took part in the above.

The design and operation of the new store, in her view, will be the next goal of urban beauty.

In the past, with the positioning of the middle and low end, small profits and quick turnover, urban beauty has won China by a large number of street stores.

Market share is the first place.

But too popular positioning and slightly old-fashioned design is no longer in line with the needs of young people today.

Although its performance and profit increased by 12.5% and 18.2% in the first half of this year, it maintained an upward trend, but its gross profit of 43.7% was low in the industry.

In July of this year,

The former CEO Sharen Turne was announced as the chief strategy officer of the company (actually a part-time chief strategy officer).

Her current work in urban beauty includes strategy formulation, business process planning, store design management, brand positioning and overseas mergers and acquisitions.

"I will use previous experience and resources to introduce a lot of talents, improve store design and operation, and let urban beauty turn from sales oriented to focus on building terminal retail brands.

"Sharen said to the interface news," the sales channels of urban beauty are becoming increasingly diverse. How to maintain unified management on the basis of the characteristics of street stores, franchisees, shopping centers, electricity suppliers and other channels is the next step. "

In fact, before the shopping center opened, the city beauty had launched a pformation.

In May this year, it cooperated with vip.com, Jingdong, Tencent and other companies to strengthen the development of e-commerce channels, and promote the reform of distribution channels, potential mergers, acquisitions and cooperation projects.

Among them, it established a 1 billion yuan cooperation fund with Jingdong, which will be used to integrate investment and resources in domestic and foreign companies involved in clothing brands, upstream and downstream industries and other related industries.

In addition to its own brand, the company also acts as a partner in setting up a mid-range Japanese children's clothing and establishing a joint venture with Kappa to jointly design, produce and sell men's personal clothing, women's sports underwear and so on.

The urban beauty side said that the first shopping center store is still being optimized. The company has plans to continue to open shopping center stores, but no specific plan has yet been formed.

(author: Rui Yue)