The management dilemma of local cosmetics stores
In 2012, China's local cosmetics stores knew who had a good life and who had a bad life. On the whole, the current channel situation in 2012 is as follows:
First, the competition is fierce. 2012 is the year with the most fierce competition in the cosmetics industry. This year has entered into all-round competition, not a cosmetics store with other cosmetics stores
The competition of stores, but facing the competition of department stores, supermarkets and networks, competitors are everywhere.
Second, the cost rises. The cost has been rising for many years, especially in the last two years. Whether it is the rise in rent or staff wages, the next five to ten years will be an eternity
Topic. If the cost rises, it cannot fall. If the cost does fall, China will be in chaos. As soon as the cost falls, China's economy will have big problems. So, in a sense
In fact, the rising cost represents the overall improvement of China's economy, but this improvement is a huge pressure on the industry.
Third, growth decelerated. In 2012, the vast majority of cosmetics store owners reported that the growth rate slowed down compared with the previous year. The larger the enterprise, the more obvious the feeling. There are more than 20 to 50 chain stores,
The reaction was the most intense. The growth rate is declining, but the cost has been rising. What to do? Only make adjustments.
Fourth, profits fell. The average profit of the whole industry is declining. This downward trend should continue in the next two to three years.
To sum up, what is the core problem? People say every day that the cost has risen sharply. Is this the real problem? The most expensive rent cost in the industry
In Hong Kong, Sasa rented a 1000 square foot (93 square meters) street front store on Lockhart road last September, with a monthly rent of HK $850000. This kind of house price can still open a cosmetics store, Watsons
, Wanning, Zhuoyue, Sasa and many other stores survived because there were guests to buy them. Therefore, industry problems, competitive pressures and costs are not the key. At present, cosmetics stores encounter
The biggest problem is the loss of customers.
Local cosmetics stores have bid farewell to the golden period and are about to enter the post cosmetics store era. From 2013, the entire cosmetics store will enter a three-year consolidation period. At the next time point, each makeup
Stores should think about how to deal with and adjust this problem, but the first and most fundamental thing is to solve the problem of customer loss.
Customer diversion of local cosmetics stores
Why do cosmetics stores lose customers? There are four sources.
Competitive stores exacerbate the loss of customers. The essential reason for this is that the commodity structure and brand structure are highly homogeneous. In one town, there are 10 cosmetics stores, and customers will be diverted because
They sell the same things for every store. Your family sells L'Oreal, my family sells L'Oreal; When your family sells Shiseido, my family sells Shiseido, and every family sells the same goods, one town, one county
, just 100000 people, of course, all of them were diverted. Therefore, competition itself is not terrible. What is terrible is homogeneous competition. We all sell the same goods, which is really terrible.
The rise of department stores has brought about a diversion of customers. In recent years, department stores have risen rapidly, especially in the second and third tier cities. The number of department stores has increased sharply, resulting in a huge diversion of customers. Many excellent districts
The domain cosmetics store has been open for a long time, and basically considers itself the boss. However, once the department store opens, the brand attraction and service experience attraction of the cosmetics store cannot be compared with that of the Department Store
, customers will be diverted quickly. The main skincare brands that sell best in cosmetics stores, such as naturopath, pelaya, MARUMI and Maisu, have basically entered the department store system. Why should we
What about department stores?
The rise of e-commerce channels has led to the loss of customers. The rapid rise of e-commerce channels in the last three years has had a huge impact on offline cosmetics store channels. In 2012, cosmetics e-commerce channels brought about
With a turnover of 43billion yuan, the double 11 brought a turnover of 19.1 billion yuan. It can be said that many traditional stores are difficult to maintain in the face of the impact of e-commerce. But the fundamental reason why traditional retail stores lose their advantages is that the prices are falsely high and
Lack of convenience in shopping. The falsely high price leads to the loss of e-commerce for many customers; The lack of convenience in shopping has led to the loss of customers to supermarkets and convenience stores.
The loss of customers caused by the decline of purchase intention. Why? The customer didn't find the more attractive product in the store. A lot of cosmetic shops, ten years ago, were still industries
The leader and benchmark of the market guide the market and consumers' buying habits; Ten years later, consumers found that the cosmetics in your store were still sold, and there was no major adjustment and
Changes, consumers want, fashionable goods do not, that only go to other places to buy. With the growth of customers, the upgrading of customers and the intensification of competitive stores, all our pressures have emerged.
The essence of these problems is the thinking of commodity selection and store management. In fact, consumers are very simple. He bought goods. All the problems were with the goods in the store, and
It wasn't something else that went wrong. Some people said that I would redecorate the store, but if the goods were still those, even after the new decoration, customers would not buy them because they thought they would still buy one
Kind of thing. Therefore, the core problem is that the adjustment of commodity structure in many stores fails to keep up with the development of channels and consumers.
Category era has come
From the cause to the effect, cosmetics stores always focus on three aspects in terms of commodity structure. The first is brand. What brand should be introduced; The second is category. What should be introduced
Category; The third is variety. When shops are more meticulous, what varieties should be introduced.
What will the three thinking methods of introducing commodities bring to cosmetic stores? In fact, behind every commodity choice is the expression of the store's growth thinking mode
When you choose something, you have decided what method or growth path you want in the store.
The first stage is called brand driven strategy. The store sells famous products and brands. What is behind this thinking strategy? It depends on high-profile commodities of mature categories to obtain stores
Shop growth. For example, selling skin care products, selling high-profile brands to make profits, I will sell whoever is famous.
The second stage is called category driven strategy. It depends on comprehensively meeting the needs of users to achieve growth. Why do many stores need to introduce famous products now? Because the stores have no reputation, they can only rely on Introduction
Enter L'Oreal and Olay to enhance the popularity of the store. At this stage, famous products are really important. However, after the introduction of famous brands, everyone will find that the competition is highly homogeneous. You're selling Europe
Laiya, Olay and Carrefour nearby are also selling. What should we do? At this time, if you want to get your profits, you must return to the needs of consumers and fully meet the needs of consumers,
The whole category structure of the store should be improved.
The third stage is the variety driven strategy. After a brand and category are highly complete and mature, they must rely on fine operation and commodity management to achieve growth. For example, we want to
Watson's ratio, there is no advantage in the category as a whole, so each variety must be able to give full play to its benefits. However, it will take at least three to five years for cosmetics stores to enter this stage.
In the current three-year period, local cosmetics stores should first go through the category driven stage. In other words, 2013 is the core year for cosmetic stores that have crossed the end of the world.
From the beginning of this year, the cosmetics stores will be driven by a single skin care product, and become a comprehensive category selection and category introduction. What is the nature of category? In standard terms, category
It refers to a group of special goods and services that consumers believe are relevant and can be substituted for each other. Consumers believe that all kinds of goods are similar or the same. This kind of product is called "product"
Class. Take a simple example. BB cream, arijet, Hanshu, fancui, etc. all have BB cream. If this BB cream is placed under the brand, it will guide consumers to choose according to the brand,
But if you put the BB cream of these brands together, you will have category thinking, and you will let consumers think from category.
At this time, you can reduce the dependence of the store on the brand. It turns out that you are highly dependent on well-known brands. When you put all the categories together, you can't see the brand in the store. You can see it
It's just goods. That means you have left the shackles of many brands. Through category driven, the products of L'Oreal and Olay can be divided into various categories according to different functions.
Once consumers enter the store, they can choose from the categories. They don't have to recognize the counters of L'Oreal and Olay to consume. Therefore, the core of cosmetics store management in the future is to meet the needs of users
Organize commodities as the center, and the core of category exists in the minds of consumers. In order to achieve category, we need to manage consumer needs and know what consumers need.
