For example, during the "three hours" in summer (Christmas, New Year's Eve, Spring Festival), the weather is cold and dreary, and consumers in cosmetics franchise stores consume strongly, which is the peak season for cosmetics sales. The main purpose of "three festivals" promotion activities should be to increase sales and profits, focusing on the promotion activities in franchise stores and the preferential profit-making activities of brand management in stores, communicating with consumers and improving the promotion work of franchise stores.
Publicity skills of cosmetics stores II. Determine the appropriate holiday promotion plan;
1, planning basis of holiday promotion plan:
This paper analyzes the consumption habits and consumption degree of cosmetics franchise stores. This data is based on the number of customers in the same period or similar time, the price band of single products purchased, the purchase frequency, the brand purchase intention, the classification of fast-selling products and other data. At the same time, it also analyzes the composition of target consumers in the business circle, as well as the promotion methods and gift composition of foreign consumers' hobbies.
We combine the previous in-store sales data with the consumption survey in the business circle to formulate the corresponding activity plan. For example, cosmetics consumption in winter is mainly based on face cream, including moisturizing, hydrating and moisturizing series. Consumers in the primary and secondary markets mainly choose first-line brands of cosmetics. The price of a single product ranges from 80 yuan to 200 yuan, and the number of customers ranges from 150 yuan to 400 yuan. Consumers in the third-tier market mainly choose second-tier brands of cosmetics. The price range of a single product is mainly from 30 yuan to 100 yuan, and the customer orders are mainly from 80 yuan to 200 yuan. Through these data, we can determine the steps of buying gifts in the promotion plan: how much money to divide and how much value gifts to send; By analyzing the products mainly selected by consumers, we can confirm the special products and products purchased as gifts, choose brands for promotional activities with more money and discounts, and choose brands for empty bottle promotional activities. Determine the gift category by analyzing the consumer's hobby direction.
In different business districts, cosmetics consumers like different promotion modes. Some people like discounts on famous products, some people like to buy gifts, some people like lottery, and some people like to buy more at a discount. Our organization's promotion methods should be based on the promotion methods favored by consumers in the tributaries of the business circle, or adopt combined promotion methods to attract consumers.
2. The promotional activities of cosmetics franchise stores during holidays include outdoor promotional activities and in-store promotional activities. There are several models of consumer rewards, and different promotional activities have different advantages. The analysis is as follows. According to the characteristics of cosmetics franchise stores and consumers in business circles, the promotion mode is determined.
Outdoor promotion activities
Outdoor promotion activities are usually based on promotion desks, with sufficient space. Outdoor promotion has a great visual impact on consumers and can attract more consumers. Large-scale promotion activities will be accompanied by program broadcast, catwalk and large-scale live lottery.
In winter, the outdoor temperature is low and windy, the attention rate of consumers is not high, and the communication between promoters and customers is not enough. It is difficult to achieve the expected goal if the outdoor promotion activities are mainly sales. Therefore, cosmetics franchise stores should steadily carry out large-scale off-site promotion during the "three festivals" of winter vacation, and can use outdoor promotion desks to cooperate with in-store promotion activities.
In-store promotion activities
The main promotion method of cosmetics franchise stores is also the main promotion method of holiday cosmetics franchise stores. The promotion modules of in-store promotion activities can be flexibly combined, and the promotion atmosphere is easy to create, which can bring direct popularity to the store; Consumers can directly feel the image, brand and service of the franchise store in the store, with high attention rate, and can use the brand and product brand of the franchise store to understand consumers in depth; Franchise stores are usually long and short, and consumers spend a lot after entering the store. Storefront has enough space and time to communicate with consumers, so the turnover rate and the number of customers can be greatly improved, and the sales volume can naturally be greatly improved.
In-store promotion activities are easily limited by the size of the store, and the cosmetics consumption of franchise stores will also be limited by time. If more consumers enter the store, it will lead to a low transaction rate and a small number of customers. Therefore, when doing in-store promotion, we must find ways to divert consumers by time period and not lose consumers.
Conference promotion activities
Some franchisees will hold consumer appreciation meetings or member associations and training seminars on holidays, and organize consumers to promote sales on mobile occasions through meetings. This model can quickly transmit the promotion information to the target consumer groups who come to attend the meeting and realize one-to-many sales. At the same time, through the effective organization of the meeting, we can promote the customer relationship between franchisees and consumers.
The number of consumer groups targeted by conference promotion activities is limited, so it is necessary to improve customers' ability to increase sales. However, the time for holding the press conference is limited, so it will be more useful to strengthen the publicity work at the venue and finally guide consumers to shop.
How to publicize the scheme in cosmetics stores;
Establish a merchant website. Nowadays, the most powerful city commercial network has a good website, and many businesses build websites on it.
1. Send emails in groups. Senior members of the same city business network can send tens of thousands of emails for free every day.
2. Website promotion can be done by spending money, such as baidu promotion, Google Agent, and so on. Spending money can also achieve a good promotion effect.
3. Go to Baidu, Yahoo, Sina and other places to answer questions, and you can add the company's website link address by the way.
4. Publish or reprint articles in major forums or blogs.
The key is to rely on the quality of your own website to retain the browsing users of the website.
Recommend a platform for you, the same city business network.
How to arrange the products in the cosmetics store? 1. General way of commodity display: The classification, configuration and display of commodities must stand in the position of customers, so as to attract and facilitate customers to watch and buy. To this end, the front of each commodity, including its packaging, should face the customer, so as to attract the customer's attention and facilitate them to understand the performance of the commodity; The whole cosmetics store is decorated according to series, such as moisturizing series, sunscreen series, whitening series, anti-aging series, high-end product series and so on; If necessary, you can use some auxiliary tools, such as special shelves, spotlights, some decorations, etc. So that customers can focus on the goods. Second, create a friendly shopping space: it is very important to rationally allocate the commodity display area, purchase area and payment area, and it is impossible to mix and match the viewing, selection and purchase of commodities in space. If we don't distinguish the three, it will seriously affect the sales of goods and the performance and income of operators. Third, the psychology and behavior of commodity display: commodity display is largely related to people's.
How to decorate a small cosmetics store is more attractive to customers, and how to decorate a small cosmetics store should mainly attract female customers. It can be a little girl's style or something, and it should give people a bright feeling. Don't look like most cosmetics stores.
How to be a cosmetics store manager? We should set an example, do a good job, calculate the accounts clearly and clearly convey the above meaning, and treat employees equally.
How to do a good job in the cosmetics industry in cosmetics stores has become more and more difficult in recent years, and fakes and goods are on the rise. The profit model of many brand enterprises is becoming more and more difficult. It is said that everyone is now using Xianqiao mobile order system, which is said to build an industry-specific mobile channel sales management platform.
How to open a cosmetics store in Hua Kai Kaihua and Taobao? First, you should open a shop in Taobao. Secondly, you should have the source of goods. Then you have to decorate the shop and upload the products. How to do it specifically, I suggest you learn professional knowledge, which is helpful for you to manage the store. Opinions adopted! Don't understand private trust me!
Cosmetics store slogan authentic, famous products, low prices! We use conscience as the frontispiece, integrity as the threshold, do not decorate products, only make up your beauty!
How to be a manager of a cosmetics store? As a store manager, you must have the spirit of loving your job and being dedicated. In our daily management work, we should deeply understand, grasp and implement the company's service concept and core values, strictly implement the company's rules and regulations, master the methods of managing and motivating employees, stimulate employees' work enthusiasm, mobilize their subjective initiative, strengthen and improve their work quality and service quality, give full play to their initiative and creativity, enhance the cohesive team spirit of supermarkets, and create a comfortable and pleasant working environment for employees. Strengthen the teamwork spirit of supermarket staff. In store management, we should be proficient in various circulation links and business processes, make clear the work focus, ensure the normal operation of the supermarket, grasp the consumer demand of customers, put people first, guide consumption, and create a clean, tidy and comfortable shopping environment for customers.
1. A qualified store manager: In addition to his comprehensive quality, he should guide and manage customers who come to the store, do a good job in the division of labor and coordination management of store employees, arrange employees' attendance and vacation efficiently and reasonably, strictly abide by the attendance system, strengthen the training of new employees, on-site training and skills training, and integrate into the work at the fastest speed and in the best state.
Second, check the quality of employees' work: whether the overall work of the supermarket runs normally as planned, the process determines success or failure, and benefit management. Management is to pay attention to details and implementation. Detailed inspection standards include employee appearance, merchandise display, cleanliness, merchandise management, service quality, merchandise safety, inventory safety, etc. Only by meeting the daily management standards can we do a good job in daily sales and service and meet the needs of customers.
Third, customer management: we should have a certain understanding of the basic situation of supermarket customers, the number of customers, gender, consumption level and consumption demand, reasonably arrange the commodity inventory structure according to the goods needed at different times and seasons, establish communication relations with customers, and provide quality services, so that every employee can enhance the awareness of commodity prevention and truly guard against losses.
Fourth, commodity quality management, "quality is life". It is our focus to ensure the quality of goods in the supermarket and let customers shop with confidence. We should carefully inspect the goods in the third phase. For the goods on the shelves, we should check whether they meet the requirements of the shelves, strictly follow the principle of displaying goods, and ensure the quality of the goods on the shelves.
Service management: "Pursuing more satisfaction from schools and teachers and students" is our working principle, with quality as our life, service as our survival, management as our development, management as our efficiency, teachers and students as our god, market as our source and satisfaction as our goal. As a manager of a supermarket, we should constantly strengthen our sense of service, observe attentively, do everything well, and actively serve every customer. The cultural promotion of supermarkets is full of charm. It is necessary to integrate campus culture into supermarkets, build a harmonious supermarket and create a comfortable, affordable and clean shopping environment for customers.
In the wave of socialist market economy, the management of supermarkets is gradually becoming digital, scientific and institutionalized. The improvement of management means puts forward higher requirements for our work. We must firmly establish the consciousness of serving teachers and students, study hard, and treat our work with a dedicated attitude, solid work and skilled business skills.
Only by summing up yesterday's experience, being down-to-earth today and pioneering tomorrow can we be a qualified store manager.