Cosmetics stores doubling the number
2009 years, expanding local shops open-chain of shops, leading cross-shop shop chain, feel to the cosmetics store making money easy opening new stores, had conducted a business doing promotions with the cosmetics industry experience in the industry is in the shop. Shops in the pattern you have in me that I have you, crossing each other indented and complex situation, in the shop are eager to quickly earn money in the process, ignoring the element of many important links and shop, shop Picante opened the shop in regret.
in fact, opening new store thriving business is very simple, as long as the master for a few key elements can open a successful one. Although the cosmetics sector, with the development of the times, but must follow the rules and elements of the shop, if out of elements of development of basic shops will be like a tree without roots, shop can’t do long development basis.
use of element:
position determines the success or failure of war clouds in war, resort descriptions of geographical location is of great importance. Also rely on the help of, store location decisions of turnover of about 60%, as peers said in step three, this shows that the selected location for the open shop is so important. If we are located in small cities at county level up shop it is easy to do business. Small relative concentration of population in small cities not far away, large restaurant is like a magnet, attracting customers, able to meet consumers seeking perfection and mental.
suiting measures to local conditions open shop:
large city cannot easily open area is large of monopoly shop, in Shandong and Hebei of intermediate city found has about 500 square, 1000 square above of large cosmetics monopoly Mall investment millions of to Shang must Yuan, so do risk is large because City area large population dispersed distance more far tourist difficult poly, large city consumption behavior and consumption habits does not easy boot, Is also a big Super stores occupy an absolute advantage, operating costs and high risks in major cities, housing rental very expensive staff higher wages, costs are higher than small, so big town does not open shop, unless as a business strategy.
brand planning has principles:
big shop of planning Basic is image brand 20% of ratio, image brand we no commercial super department store of advantage big, 60% of Terminal brand containing famous brand and non-famous brand, these brand has must influence and pulling force has must of competition advantage, 20% of assisted brand containing circulation brand and non-famous brand, overall layout cosmetics and makeup about 50% Detergent commodity class of women and children and of the area of paper and other 50% of the area, see our advantage is not obvious, the only advantage is the higher profit margins than Super management flexibility, marketing strengths we let customers are still not.
shop in service area and shangchao compared to also has must of advantage, cosmetics currently profit space large, future will increasingly small regression to normal of profit space, large city housing rent high personnel cost high business cost high wanted to boot consumption must to more input, social cost also will increasingly high profit space was many of pressure, if competition opponents in you shop around strategy cloth points to tourist stopped, to then large shop will defeated we themselves.
shop can go a powered boat towing barge strategy many power boats, many centered around open up shop shop customers so that both get to keep the stable development of the tourist and can restrict the competition, small cosmetic industry-small business customer random comparison of responsibility must be to facilitate consumer and quality service as the theme. Why does not have the popularity of cosmetic brand so well done, it is because the consumption of commodities purchased random random results, larger store to gain strategic restructuring in order to develop better.
shop operation models:
different in different locations to different shops of CCP, CCP different faces for different customer groups, shop services and promotional models are different shops to local conditions and flexible way, meet the demands of the market to adapt to customer’s habits, meet customer’s consumption psychology natural hot shop business.
1, dependent type shop: is the brand decided to the rise and fall of a shop, like shop in shop in the shopping centre also has similar composed of Wanda Shopping Plaza has a wide variety of shops, the most typical is Kentucky Fried chicken to McDonald ‘s. -Shop advantages turnover in the generating set of the more stable, but higher operating costs if the problem themselves cannot be one’s own destiny.
now part of boss in Wanda Shopping Plaza opened in cosmetic shop is a shop. This type of shop on the level of management and high levels of brokers professional requirements on products of high quality, operators are required to resolve these issues before you can open a shop or back very tired. -Shop operation models of famous brand and famous brands, to basic customer groups is the recognized brand of the Super shopping outlets, or are keen on gaining petty gains of the working layer, if the store brands can attract customers to shop can make money.
2, and close type shop: is relies on price offers and promotions activities survival of a shop, such as in large commercial super department store flow gathered of local open shop, this way also said rattan wrapped around tree shop, shangchao benefit bad shop business also with of depression, needs solution image brand world brand of price than large commercial super department store has advantage, solution rent expensive fixed cost high risk large of problem, for operators, as long as can to customer attracted to shop, Improving brand image to attract customers for salesperson’s sales capacity recommended non-famous brands can be successful. Now this type of store opening more stores in faster, and have made a very good performance and return.
3, CCP boutique shop: brand image of increases in sales and service shop, shop shop shop mainstream. In the business district and shopping center opened shops don’t open in two, calls on stores to have a good image of great advantage to a Terminal brand, lure with marketing plan activities to promote differentiated services, General differential or special difference of . science of positioning and operating characteristics. In order to allow customers to remember will not drown in the vast premises. Brand differentiation of service differentiation must be maintained, as well as promotions differentiated, persist in taking the road of characteristic shops development the power.