Category dilemma of cosmetics stores
In 2013, the era of skin care products was over. At present, skin care products still account for more than 70% of the business in many stores, but within 3 to 5 years, the business of skin care products will
Gradually decline, more categories will grow. The growth of these categories will promote the rapid growth of the entire cosmetics store. If the products we introduce are always focused on skin care, you will find that you
The growth rate must not be high. Entering the category era, cosmetics stores still face many difficulties in selecting categories.
Lack of category. In addition to skin care, what other categories can we sell in the store? What categories do cosmetic shops need? In addition to skin care and make-up, there are many choices. In flexion
Chenshili, facial mask, stock solution, perfume, make-up water, facial cleanser, basic skin care, men's skin care, body beauty, sunscreen, BB cream, moisturizing care, infant and child care, hair dyeing products, beauty, women's care
Management, oral care, etc. we can talk about dozens of categories at will, but look at our stores, so many categories, to what extent have we achieved? Visited a Japanese cosmetics shop
Visitors will know that the category composition of Japanese cosmetics, on this basis, the degree of segmentation should at least triple, very fine. This is an inevitable manifestation of market maturity. category
The richness of represents the high maturity of the market. However, except for skin care, there are few other categories involved in local cosmetics stores, and everyone is not aware of doing so. What does the entire cosmetics store need
From the perspective of consumer demand, we have more choices besides skin care.
Smarter shopkeepers will say that we do not lack categories, but high growth categories. If a cosmetics store sells a lot of miscellaneous products, but it can't sell them in the end, consumers won't
If you need it, you might as well not go in. The problem now faced by cosmetic stores is whether the categories introduced by everyone can grow rapidly. If more than a dozen commodity categories are introduced and are not sold in the store, then
What's the point of these categories? It will only increase the store's inventory, reduce the store floor efficiency, and make the store's capital turnover more difficult. Therefore, cosmetics stores must ensure that the introduced categories have a high growth rate
Long capacity.
More importantly, many local cosmetics stores lack the overall planning and thinking of categories. If only a dozen commodities are introduced, can oneortwo categories solve the problem of the store? everybody
It is said that the facial mask and stock solution sell well. Can the introduction of facial mask and stock solution ensure that the problems of the store are solved? There is no doubt that it will not be solved. There is no overall brand thinking and category management in the store
Rational thinking, just introducing oneortwo categories can not change the living conditions of the store. At this point, it is necessary to make an overall plan for the entire category.
From category to category management
For cosmetics stores, the ultimate goal is not only to have categories, but also to move towards category management. The core of category management means that manufacturers and retailers take categories as business units
Through the research on consumers and based on data, we can make a consumer centered decision-making thinking on a category. People who have worked as supermarkets must have a very deep feeling,
Category management is of great importance to supermarkets.
Category management was put forward by P & G company. It is one of P & G's successful strategies. 15 years ago, P & G introduced the idea of category management to all retail partners worldwide
。 It is the first company to do category management in the world. At the same time, it is also the first company to create category management for retail partners. Because of the introduction of this kind of management category thinking, the whole retail business appears
This has been proved to be an effective tool for retail management implementation. The reason why P & G wants to do so stems from a core idea put forward by P & G - ECR（
Efficient consumer response), i.e. "effective consumer response".
P & G is a consumer oriented company. Its category management is not simply to make P & G's goods sell more, but more importantly to make effective consumer response.
How to quickly and effectively respond to consumers' needs is the core method of P & G's thinking. In the long run, every boss should have this kind of thinking if cosmetic stores want to develop.
We talk about consumers every day. Have we responded to their needs? Cosmetics stores have changed from brand to category, from brand to category
Paragraph. In the past, if you chose the right brand, there would be prosperity and honor; Choose the wrong brand, jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle jingle. But the decisive stage of relying on a single brand is also
It has become a thing of the past. Next, local cosmetics stores must determine their lives by comprehensive category management. It is time to respond effectively to consumers.
In 2013, the era of brand orientation and profit orientation was over. The arrival of the category era announced the end of the past era. For cosmetics stores, the
Brand as the center, we have really entered the era of consumer as the center. In the category era, dealers and retailers, including every participant, can achieve their own success through category innovation
