Who Will Win The Contest Between "Yan Value Economy" And "Black Swan" In Summer?

In today's economy, the beauty industry in the shopping center has been continuously strengthened. But with the coming of the epidemic, is it still hot when the mask is covered? Relevant media carried out field treads on several representative shopping malls in Xi'an to understand the current development of cosmetic industry under the epidemic situation.

　　 01 shopping centers are gradually warming up. Some stores are waiting for checklists.

Most of the shopping malls in Xi'an have resumed their normal business hours. In the middle of April, the media found that at less than 10 points, the subway entrance and the ground entrance were already queuing up. At the gate of SKP, there was also a queuing of vehicles.

Entering the shopping mall, apart from catering, the beauty shop still has a high popularity, occupying more than 70% of the total passenger volume. In the SKP cosmetics and luxury goods counters, there are a large number of customers, especially in the cashier area of the cosmetics brand.

　　 02 the major international brands still dominate.

Because of its high popularity and value, it has always occupied the golden section of the shopping centers. Among them, whether it is the old high-end department store bell tower approved by the "old Xi'an people", the Kaiyuan mall and the South Avenue Wangfujing, it is still the most popular place of shopping center and luxury brand SKP, which is the most popular place in the shopping center export. Occupied by international big names.

SKP, known for its luxury and high-end, is the only major international shopping arcade with fragrance brands such as Palma, water, Cologne, perfume and beauty, TOM FORD (Tom Ford) and LASZLO LAB. Xi'an, known for its fashion, is also the first NARS shopping mall in Xi'an.

From last year's revival of domestic products, until this year, the trend is still strong. In this trend, plus the "lipstick" Li Jiaqi's live goods, including the "female star" never endorsement eye shadow PERFECT DIARY (perfect Diary), Marie Dalgar (Mary de Jia) MAOGEPING (Mao Geping) YUESAI (Yuesai) and other beauty makeup also occupy a place in the shopping center and attract a large number of consumers. Compared with international brands, Chinese products have unique advantages at cheaper prices and richer varieties.

Apart from SEPHORA, the old beauty shop, such as cherry, and so on, launched a new beauty store last year and opened several stores quickly. THE COLORIST color tinkie and life home collection store KKV, also settled in Xi'an, two brands belong to the KK group, known as "no one can go out empty handed." KKV has opened stores in more than 50 cities nationwide. The first northwest direct shop located at Jae Hee port. It was thought that the epidemic situation was affected, and there would be no one in the shop. Many customers.

THE COLORIS, a pure color makeup store, was located in Xi'an MOMOPARK last year. Its decoration style is fresh and sweet. During the epidemic period, it also attracted a large number of tourists. In the same format as shopping malls, it is the most beautiful collection store.

Another new beauty shop that also opens up and attracts a large number of consumers is WOW COLOUR, which is located in West Hyatt Plaza, unlike other beauty collection stores, WOW COLOUR is born in the hot trend of domestic goods in recent years. The core customer group lock-in 18-29 years old Chinese cosmetics main consumer group. The price positioning is mainly based on low unit price performance ratio and functional line. The brand matrix is high quality price and high quality Chinese cosmetics brand, accounting for 70%.

It is reported that WOW COLOUR has worked with more than 130 make-up brands, including COLORKEY, VNK, LEEMEMBER, Judy Color Lab, girlcult, HOLD LIVE, Han Xizhen and other high quality cosmetics brand, close to the main consumer group's make-up consumer demand.

　　 epilogue

On the whole, the occurrence of the epidemic still has a certain impact on the cosmetic industry, but it has also promoted the development of the online and live goods delivery areas. It has been popular since last year, and this year's "lipstick" Li Jiaqi and "sell one sister" Wei Ya, and the development and application of more and more software such as the carrier anchor, the carrying platform and cloud shopping, are bound to cause. The climax of online sales in the beauty industry.