From 2005 to 2015 is the cosmetics cosmetic store of gold for ten years, according to the Spring International CEO Ma Xiaoning introduced ten years not only the number of cosmetic shops to about 18, many domestic brands also with domestic store soil growth. With the macro-economic slowdown, weak consumption in the terminal, the superposition of rising operating costs and the impact of online shopping and other factors, the cosmetics store barbaric growth dividend has become in the past, excessive marketing, membership diversion and other issues is increasingly prominent. The day before, in the second session of the United States Chinese · new retail forum and the China Federation of Industry Conference on the establishment of cosmetics industry association of cosmetics distributors, facing severe market situation, using “ field capacity ” provides many new ways to break the industry for the future development of cosmetics cosmetics shop.
Industry experts pointed out that the two or three line of the market will have more space to improve than the first tier market, despite the fact that the two or three line of the market at present market competition upgrade, cosmetics manufacturers direct sales outlets construction speed and other phenomena, but sales did not reach the real saturation. “ two or three lines of urban female makeup rate is low, the basis of the cosmetics market already have. ” digital 100 market research company president Zhang Bin think, “ female two or three line city single consumption amount is lower than the first-tier cities, but the frequency is slightly higher than that of first-tier cities, overall consumption and first-tier cities do not have too big gap, the market potential is still huge.
In early 2005, Shiseido established brand &rdquo, “ uara; price is lower than the other brands of Shiseido, Shiseido by “ uara ” such sub brand specially put on the lower line of the market, facing the first Bureau, and later have a chance? According to the number 100 market research company released "China two or three line of cosmetics consumption status and trend of female city city", in the two or three line of the city, women often replace the use of different brands of cosmetics amounted to 58.9%, much higher than the first-tier cities, show that the two or three line of the city female cosmetics consumer brand choice is more dispersed, often in transition between different brands, consumer brand loyalty is low, the old customers to maintain a greater challenge, creating opportunities for new brands to enter. Currently has the layout of the county seat, to the county as the main development of the whole channel. “ the capital city of the county, the township, is the key factor of commodity circulation in the chain, but generally only 1-2 County Business Center, traffic will be concentrated, cosmetic shop for the most intense market potential ” Ma Xiaoning said.
The industry believes that the cosmetics market in the two or three line of the city is gradually mature, according to the county consumer spending single amount is high, but the brand loyalty is low, at the same time improve the permeability of the cosmetic shop to ensure the rich store category, providing a wide range of choices.
Out of the “ pseudo &rdquo experience; the error of
In recent years, along with the makeup and the rise of &ldquo ” experiential marketing; shops blossom everywhere, that deepen the experiential services store is a way out in the Internet under the torrent, there are more and more attention to the strength of the local chain store decoration and display counters, gorgeous scene, wooden ceiling and other generous decoration makes &ldquo ” experiential shops; often with tall “ ” equate.
For this phenomenon, Microsoft (China) senior strategic technical adviser Guan Zhen that consumers for the choice of cosmetics really depends largely on the experience of the product directly, but many consumers see the cosmetics store decoration tall generally have “ dare not enter, for fear of slaughter, not stand ” psychology, by means of diversification increase the customer rate and customer retention is a pressing matter of the moment cosmetics store experience store by.
Tube Chun pointed out that by curiosity, VR (virtual reality) technology used in daily chemical stores will be able to more easily make the potential consumers into the store, up to “ the &rdquo was off; after &ldquo immersion and “ ” ” interactive; experience allows users to experience the full range of product performance then, supporting intelligent customer data management background and guide system, through precision marketing to “ ” is the fundamental purpose of experiential service.
Insiders pointed out that at present, many cosmetics shop owner for “ &rdquo experience store; understanding still stays in the &ldquo trial carried out around; sales promotion activities, O2O and ” air, &ldquo = ” trial experience; the concept of people. “ is not a fashion store is the progress, experience stores only pay attention to the spot experience, it is a false experience. ” photosynthetic agency founder Ye Guang said, now a lot of experience to store or follow the prescribed order standardization experience, such as the customer door is take water, lotion, makeup process, can try to seasonal and regional implementation of sophisticated and differentiated project experience.
The industry believes that with the rise of Master economy based on “ &rdquo shop; experience has been gradually transformed into based on “ ” “ network experience, red ” the word is frequently mentioned, is that the brand label in the realization of interpersonal relationship softening, great potential. The clerk is no longer remember more customers better, but more customers remember better, shopkeepers in mining can play &rdquo with “ customer; star employees work hard, so as to realize the fission spread word of mouth.
