How to operate cosmetics stores

Analysis of the cosmetics store market: Who's money is best to make, the answer is women's money. Women are really a big blood for beauty. Under the well -known cosmetics "golden signboard", as long as you choose the right location, plus thoughtful services and good reputation, the cosmetics shop will not worry about customers.
Clash -opening investment analysis: 100,000 yuan to open a store for business
The initial investment is about 100,000 yuan, one of which is used to pay furniture, beauty equipment, and some necessary equipment. The remaining money is used for rent, decoration, etc. above.
The shop on Hongli Road has a small shop that specializes in Herborist cosmetics with an area of ​​more than 30 square meters. The owner Ms. Zou said that the opening fee for opening a store is 50,000 yuan, coupled with the rent, decoration fee, purchase fee, etc., the investment cost is about 120,000 yuan.
It should be expected to be prosperous, and the location is an important part. Relevant people in the industry said that it is best to avoid competition with other large shopping malls near the living area, but it should not be too remote. Therefore, the main traffic channel near the community is the first choice. The facade of the store is very likely to be consumed. The radius of the business circle of a cosmetics store is generally about 1,000 meters, which means that customers living in this range will often come to patronize and make up for the inconvenience of consulting and after -sales service due to the sense of distance of large shopping malls. The proportion of the old chiefs will be quite high.
is to determine the area, preferably about 40 to 60 square meters. Finally, you need to position the product, such as age and consumption level.
The Miss Wang of the Avon Store sees Huaqiangbei shop Linli, and the traffic is relatively large. Some customers can't help but come in to see it. After several times, they slowly become regular customers. Although Ms. Zou's Herborist Store is located in a not prosperous area, there are glasses shops, bookstores, pharmacies, etc. around the small shops. She said that this can not only share the passenger flow, but also do not have to worry about the close competition of the industry. A variety of business environment attracts different consumer groups and will cultivate more potential consumers for her small shops.
The decoration requires "femininity". The quality of the product is important in attracting consumers, but it is not the only element. The ultimate success of a specialty store depends on service. Miss Wang's Avon shop was very deserted for more than a month, and customers just left. She has always persisted in facing customers, and she also took the initiative to provide free beauty services for some people, and gradually became more guests. She said that there are already some mature customers, and some will book Avon's new products in advance. In addition, because the company will launch some discounted products every month, it also brings a lot of business to specialty stores. Miss Wang also introduced that to attract women's attention, the decoration of the shop is particularly important. Many customers decide whether to buy from the appearance, internal pattern and arrangement of a store. The reporter saw that Herborist Store was full of fresh green, and integrated with the displayed products, giving people the feeling of returning to nature. Miss Wang's shop is filled with warm pale purple, full of women.
It, such specialty stores are limited to the consideration of scale and reduction of backlogs. Each type of goods are generally purchased in 2 or three copies. In this way, naturally, there is also the feeling of making boutique shops. The small shops have improved. At the right price, it will naturally retain customers' hurry.
Ilads to save effort and worry
Ms. Wang believes that choosing to join the agent has a lot of trouble. The biggest benefit is to ensure the smoothness of the purchase channels and the quality of the product. Of course, she will also enjoy a certain discount. She also happily mentioned that because she was not familiar with the market and consumer habits before opening the store, she lacked confidence, but the Avon Branch sent professional supervisors to conduct various guidance from specialty stores to service. Normal operation. The reporter learned from Avon Direct Store that the company will give various support for subordinate stores, including suggestions for site selection, rapid supply of supply, employee training guidance at the beginning of the opening, market grasp during the operation, etc. Promotions.

This: Brand cosmetics franchise agents are implemented in the world's most popular "front yard" marketing model, that is, the previous store sales products, and the backyard provides customers with after -sales service for free.
For franchisees, in addition to recognizing the high returns in the cosmetics industry, you should also be aware of risks, and you must enter with a cautious and rational attitude. The cosmetics industry is also an industry with many restrictions. It is necessary to obtain a hygiene permit and the opening permits from related streets and departments to obtain business licenses smoothly. At the same time, the investment in beauty cosmetics chain is generally large, and it is difficult to apply for an informal organization business license.

With the improvement of people's living standards, the demand for beauty is also increasing day by day. In the streets and alleys, inadvertently find some cosmetics monopoly stores, the products are full of products, the lady in the store is enthusiastic about service, and the beauty knowledge is well -known. Most of the business is prosperous. In the face of such a fashionable and profitable business, many people want to try it, so how to open a cosmetics shop? What should I have to open a cosmetics shop? What are you paying attention to? How to operate? In fact, it is not easy to do a good job of cosmetics stores, and it is difficult to explain it all. Each successful store has its own way of success. In summary, I hope to give some inspiration to friends who are operating and preparing to open a store.
Inning to make money is the purpose of each of our bosses, but in the process of opening the store, they are eager to quickly earn money, which ignores many important links and the elements of store opening. In fact, the author believes that as long as the key factors can be grasped, they can make a specialty store. These three factors are: site selection, purchase, development and management customers.
The first step: Site Edit Editing This section The first step is to choose the site of the store. The location of the location of the store is very critical. Some people say that the location of the store determines about 50%of the turnover, which makes sense. In the industry, there is a one -step difference in the industry. Even if it is almost in the same location, the business will be much worse. It can be seen how important it is to open a store. The location of the store is generally judged based on the positioning of the store and the consumer group faced. If you want to operate a high -priced brand, the cosmetics of young white -collar workers should be selected at women's gathering areas with higher consumption levels, such as boutique clothing stores, jewelry shops, high -end office buildings, etc. The cosmetics of the family should choose the bustling streets near KFC, McDonald's or near universities. In addition, it is necessary to focus on its own level of operation, experience, funds, etc., and the price of opening in different areas will be very different.
The cosmetic shop is generally divided into several forms according to the different environment.
1 dependent store or shop in the store: the most typical is KFC McDonald's and Watsons. Its stores are generally opened next to or or inside a large store with a particularly large traffic. They attach to large merchants to bring themselves a source of customers, as well as cosmetics shops. The advantages of attachment stores, concentration of customers, and stable turnover, but the cost of rent and other costs leads to high operating costs. Such shops have high influence on operating level and brand, as well as the professional level of salespersons. The operator must have certain experience and funding foundation in order to open the store in this kind of place. Otherwise Those who enter the industry enter. But the advantage is also very obvious. Generally, there is no problem of insufficient passenger flow. As long as you can intercept a large number of passenger flow into your store, there will be no big problems in survival.
2 Business District boutique: This type of shop is located in a relatively prosperous downtown area. It is opened on the commercial street and pedestrian streets that are ten miles high now. The big. This kind of business district may not be considered a category in cities, but it will also attract some consumers. Most cosmetics stores are located in this type of business district. In this kind of stores, the stores are required to have a good image, very advantageous end brands, and have good marketing planning activities to promote, and there must be good differentiated services to make customers remember instead of instead of not As for drowning in other cosmetics shops.
3 Services of community stores: As the urban area is gradually expanding, the community is increasing, and opening a store in the community is also a good choice. Community stores will have a good development prospect. Such a store passenger flow is generally small, but the rent will be very low. It is mainly for customers in the community. The general operation is relatively stable.
. Our boss can choose the store address according to our actual situation. After selecting the store site, we can lay the foundation for the successful operation.
It Step 2: Purchase the general cosmetics store in this paragraph, the supply is not a problem. As long as you find a good store and make a signboard, the manufacturer of delivery will break your threshold and choose what kind of operation to operate. Brands and products are the biggest problems. This must be selected according to the location, image design and positioning of your own store. After our long -term observation, the brand structure of a large shop with a lot of business is basically the proportion of image brands. The image brand is brand -name products, such as L'Oreal, Paris, Yuxi, Meibian, Yulan oil, etc. It is generally purchased for names. Generally, such brands can drive popularity in the store, but the price is transparent and the profit is relatively low. 60%of the terminal brands, most of the terminal brands are not well -known brands or their popularity is not very high, such as Nature Hall, Ou Shiman, Perlaya, Yali Jie, etc. These brands have regional restrictions. It is an exclusive monopoly. Consumers do not know much about the price. Because it is a monopoly, the price is comparable to other sales points, so the profit is relatively high. For the general overall layout of cosmetics and makeup, it accounts for about 50%of the area. Washing supplies daily necessities and other areas of women and children and other accounts accounted for 50%of the area, or the area of ​​washing products is slightly larger. For ordinary well -known brands, in most cases, specialty stores will not actively recommend it, but will only recommend high -profile terminal brands. Therefore, the purpose of the specialty store is to guide the customer's guidance to the terminal brand and obtain higher profits. This is why customers enter the door to name Magnolia Oil, but the owner introduced them to other brands. For specialty stores, brand -name products must not be available. If there is no, it may not attract the source of customers, but not too much. After all, opening a store is profitable. In terms of purchase, the choice of brand names is relatively simple. According to the size of the store, there are some mainland products that can be available in a certain degree of well -known. Although the funds are occupied, basically there will be no major problems in sales. But for the terminal of the terminal, it is the root of the survival of the store, so you must be careful in choosing a brand. Here are specifically introduced. The end -end brand should pay attention to the following points:
. First, choose a qualified and formal brand. The first is legal and complete, otherwise it is not worth considering, and then its product culture, brand background, packaging design, price positioning, ideas and demands and marketing channels are complete and coordinated. Not contradictory. For example, the banner of some products on the ocean brand also claims that it is a Chinese brand. Such brands are often none and contradictory, which is difficult to be accepted by consumers.
Is. Select brands or new products that have large -scale market investment or well -known enterprises. Because cooperation with such brands will be supported in market operations and support. Because after all, they have relatively mature market promotion experience and the ability to bear market responsibility, which can reduce risks, especially for dealers who have just entered the industry. The smaller the profit of the manufacturer, the smaller the risk. As the saying goes, the back is good for the big tree.
It, we must master the reflection of other regional markets to your selected brand. This includes the reflection of the dealers, that is, the counterparts of the manufacturers and products and the consumer's reflection of product quality. To choose a brand, it is best to go to the place where the product is sold and understand the opinions of the bosses and consumers from other places in a comprehensive manner, and will have an objective understanding of the brand. This also requires its own analysis. After all, it is not the same place, and there will be certain regional differences. But anyway, a brand has been operating for a while, and even a market -like market has not been done, so the hope of this brand is very slim. After taking over, it will be tired and difficult to do.
Is. Fourth, general manufacturers will not work directly with specialty stores, they are operated by agents. This requires us to fully understand the agency's sales policy and marketing ideas. Whether the plan is detailed, objective and practical, and operable; whether there are strong market support (personnel, planning, materials, advertising, etc.); whether the brand of the terminal has strict regional protection and good services (timely goods delivery delivery Change);
Is to be vigilant. It is not uncommon to use product investment in product investment. There are poor reputation, poor market operation capabilities, and shortness of shortness. There are also many manufacturers and cosmetics companies that just want to circle money and do not want to be the market for a long time. Many manufacturers' business personnel have practiced three inches of non -rotten tongue in the long -term lobbying process. They often say that the ceiling is messy, and it is too true, so when choosing a brand, you should polish your eyes. Through various channels, we can understand the strength of the manufacturer's agent and the reputation of the industry, and maintain their own understanding of the product or the market, grasp the mentality, and be fainted by the so -called profitable money.
3: Development and management member editors are God in this paragraph, and customers are the fundamental and unique to the survival and development of specialty stores. The survival of the store is whether the store can grasp the customer. So how to fight for new customers to retain the main fundamental issues facing each cosmetics shop in the old customer room. That is to develop and manage customers. Manageing customers in the end is to turn the customer into a member of their own store. The process of the entire store business is a process of turning passengers into customers, turning customers into mature customers, and turning cooked customers into members. In order to truly gain survival and development.
The importance to the development
In general, the cost of developing a new customer is 3-5 times that of old customers, so it is the first to develop new customers, which is also difficult. Members can develop through various activities, such as customers with a slow consumer product, or customers who consume a certain amount within a certain period of time. Depending on the development of different target consumer groups according to different regions, they can also be based on different needs of customers. For development, the larger the customer's base, the more people develop into members, and the foundation for the screening and management of members.
Senging membership files
Senging of membership files is the first step of membership management. It is convenient for tracking services to understand membership information and avoid loss. When establishing a member file, it is necessary to effectively classify information such as the age, gender, income and other information of customers. Old customers and new customers should distinguish them, call for phone tracking according to the length of the meeting, interact with, and close the distance between the store and the members. The service standards for the establishment of the week, month, season, and annual year, such as regularly enjoying gifts or membership activities such as members to increase members' recognition of cosmetics stores; regularly communicate, adjust the focus of sales and promotion discounts on sales, and promote sales discounts Policies to increase membership rate of membership.
The tracking service
After distinguishing the members, different policies must be formulated for different policies for members' consumption habits and levels. A brand in Shanghai first opened the first 333 service, that is, after the first time the customer purchased a product in a cosmetics store, the phone was followed up 3 days later to ask the customer if there was a product and use in the use of the product. This would increase the customer. The favor of cosmetics stores lay the foundation for becoming a member. After 3 weeks of tracking again, at this time, the customer has used the product for more than half a month, and the product will also have some feelings. At this time, you should ask the product use, answer some beauty knowledge for customers, and invite customers to come to cosmetics stores at the same time. To enjoy some other after -sales service, you can tell the store to prepare a gift for her, so that she can get it at a certain time to increase the opportunity to sell again. After 3 months, I talked to the customer again, asked if the product was used up, and told the store's recent activities, and I could use a little trick. If it was the only lucky customer in the store this month, it would get a certain certain and so -to -so -and -so -so -so -so -so -so -so -so -so -so -XX. Gifts and so on. At this time, the customer's products have been basically used up, and the chance of purchasing greatly increases.
In communication and interaction with members.
This management of members is not only to treat members as customers and blindly control customers, but also a model of deep communication, so that members have the opportunity to participate in store activities, express their needs and willingness to express their needs and willingness For channels, membership monthly magazines are a better way. Through monthly magazines, product and activity information can be introduced, and some members can be published to mobilize the enthusiasm of members to participate, increase the sense of belonging, and cultivate loyalty.此外与会员沟通中要注意细节，沟通中的细节处理对会员的维护作用举足轻重，以电话回访为例，打电话时间应在上午11--12点，或下午4--5点，因为这个时间Duan work is usually not too busy. When calling, you should pay attention to tone, and maintain a kind of intimacy while politeness. At the same time, the return visit should not be too long, you can master it for 3 minutes, and finally make a return visit record.
The conditions needed for the specialty stores. In the process of operation, there will be more business strategies and skills, and I look forward to you to discover and explore it yourself.