Reflections on Cosmetic Enterprises in Nanfeng Shopping Mall in Chongqing
With the deepening of China's reform and development, especially after its accession to the World Trade Organization, foreign capital (joint venture) and various cosmetics have entered the China market. With its product quality, new communication mode and effective distribution strategy, it has gained a good market share and achieved good sales performance. In 2003, the sales of cosmetics market in China was US$ 6 billion, with foreign brands such as L 'Oré al, Avon and Shiseido accounting for 80% of the market share, and domestic brands such as Dabao Nurse and Yuxi accounting for 20% of the market share. From the sales situation, the classification of skin care products sold has become the mainstream, accounting for 30%, and perfume accounts for 8%. At present, the sales form of cosmetics has been put forward in the form of shopping malls, specialty stores, franchise stores, beauty chains and other business models, providing customers with more and wider choices. More and more consumers know that the rationalization of cosmetics consumers has increased simple buying behavior, and deep physiological, psychological and social recognition has met the needs. The formation of cosmetics market involves two kinds of products: one is high-end foreign-funded (including joint ventures) brands, the other is low-end state-owned brands and mass goods. Therefore, in the competition of cosmetics market, what we need to consider is how Nanfeng Shopping Mall can win the competition, so I will talk a little about its cosmetics marketing. situation
Zhong Yi Bai Nan Feng Shopping Mall is facing a cosmetics shopping mall.
In the past few years, the rise of foreign retail malls and the increasingly fierce market competition of local retail chain enterprises have made Chongqing's industry and development in a stalemate. Nanping business district of Chongqing Nanfeng shopping mall is not many Asian business districts, and its profit and loss and sales are 126% saturated. Gaobo Parkson in Nanping area and Bainanfeng Shopping Mall in Jiangnan Commercial Center in the new century have more than a dozen stores. Cosmetics sales in Nanfeng Shopping Mall are dominated by Jiangnan merchants in the new century, and the competition with Parkson Shopping Mall is fierce. Nanfeng Shopping Mall, a street opposite Parkson Shopping Center, is located in the northwest of Nanping District. The main target customer stream is copper yuan residents. The bus bound for Nanping, Yuzhong District, Chongqing stopped in the right direction, and consumers chose to have a shopping abortion nearby. Gaobo Mall covers an area of10.5 million square meters, with annual sales of10.8 million. Cosmetics covers an area of 5 million square meters, with annual sales of 500 million dollars. Mainly engaged in high-end fashion cosmetics, specifically operating Olay, L 'Oreal, Oberland, An Shangxiu Iberia, Avon 14 brands. Pay attention to the young consumers who love fashion in Nanping District of this shopping mall and guide consumers' fashion consumption. Another example: Shangdu in the south of the Yangtze River is located in Nanping Pedestrian Street in the new century. The main target customers in central China are residents of Nanping District 4567, staff of Nan 'an District government and company nearby, another research institute, surrounding residents and consumer groups, with strong purchasing power. Jiangnan business center in the new century covers an area of 12000 square meters, with annual sales of 23 million. Cosmetics covers an area of 4 million square meters with annual sales of 800 million yuan. This shopping center deals in high-end fashion cosmetics. The specific brands L 'Oré al, Aubrey and Anshangxiu are 19. Compared with Parkson, the management of high-end brands also takes into account some low-end state-owned cosmetics brands. The counter layout is irregular. Due to the successful operation of Jiangnan Shangdu food supermarket in the new century, the sales of cosmetics have provided a good reputation. The same commodity price, no, is not higher than the surrounding shopping malls. The competitive advantage in the new century pays attention to the sales of cosmetics in quality shopping malls.
Market Positioning of Cosmetics in Nanfeng Shopping Mall in Chongqing
Chongqing Nanfeng Shopping Mall is located in Nanping Street, Tianlong District, Nanping Turntable. Its main target customers are permanent residents who serve in a noisy waterway restaurant. It has entered the new commercial pedestrian street planned by Nanping municipal government and established a supplier plane regional center. Judging from the current commercial pedestrian street, the southern bridgehead tunnel project under construction is leveled. And in Sunshine Hua Ting Nanfeng Shopping Mall, which implements traffic diversion control, the target customer base of Chongbai has expanded to the population of Chineydy and Garden Club in Nanping East Road, the construction of University Avenue, the population of No.69 Xuefu Road, and the population of Fengti 'en Community in the direction of Jiangnan and Huilongwan. The drivers in the above parts are only one stop's drive (lO minutes) from Nanping, a community with strong purchasing power, and the pedestrian street has been built. They can easily cross the pedestrians in the street to Nanfeng for shopping. The municipal renovation project has entered the implementation stage, and the control of traffic vehicles during the implementation of the planning has restricted the consumption of more customers in Chongqing Yuzhong District, Nanping and Nanfeng Zhongbai Shopping Mall. What is the daily business area of Nanfeng Shopping Mall? 400 square meters, annual sales of 420 million yuan. The operating indicators of cosmetics, skin care products, perfumes and cosmetics are mainly positioned in the middle range. Considering that 20 brands including Olay, Avon, Butterfly Cosmetics, Dabao, Little Nurse, Avon, Olay and Butterfly Cosmetics are in operation, mid-range foreign brands account for 44% of sales.
June 5-May 2005 Nanfeng Shopping Mall Cosmetics
Sales and gross profit margin (unit: 10,000 yuan)
And cosmetic business of Nanfeng Shopping Mall in Chongqing.
, the positioning is not clear.
Judging from the rigid and outdated positioning of 1, the implementation results are seriously deviated.
Nanfeng Shopping Mall has a cosmetics business area of 4 million square meters and annual sales of 420 million yuan. For many years, cosmetics enterprises in Nanfeng Shopping Mall have been taking the traditional "mid-range" business direction, taking into account the popularity. It seems that the target customer is very clear and impeccable, and it is the "middle" of the two "points" that most people leave. This positioning may reduce the income level of consumers, and the purchase behavior is very different and obviously generalized. This is clear and realistic when the market competition is not fierce. However, in recent years, more and more different income levels and consumers' purchasing power and buying behavior are differentiated and even personalized. Some people stay at the level of a few years ago, but some people jump more for the pursuit of fashion and famous brands. What they like best are the names of famous brands and the cost of products. The market is becoming more and more divided. The target market is divided into high-end, high-end, middle-end, low-end consumer groups, which is essentially different from the traditional "high, medium and low" market differentiation market. In the cosmetics market, the characteristics of consumers' purchasing power and purchasing behavior are very different, and the degree is also different. So few shopping malls have a look at the detailed market. Jiangnan suppliers mainly focus on two high-end positioning, and Gaobo Parkson mainly focuses on guiding fashion brand consumption. Under the current circumstances, the positioning of Nanfeng Mall is still "mid-range, the level of both". In fact, it may not be able to grasp the needs of the target consumer groups, thus making the positioning of cosmetics in shopping malls biased and affecting the competitiveness of enterprises. With the expansion of target customers and the enhancement of purchasing power, the positioning of high-end cosmetics brands launched by competitive shopping malls is considered to be mid-range, and the demand that cannot be met is not clear.
Analysis of Cosmetic Brands in Nanping Area (Table 3)
2. The mall image and product image in the eyes of the target customers are vague.
Unable to accurately judge the target customer base, unclear position in the shopping mall, unclear brand positioning, not a business feature. The image of Nanfeng Shopping Mall in the eyes of consumers is unclear and vague. Customers often walk around the mall and ask, "How can a high-end mall like yours connect L 'Oreal and Yuxi Bolai with these famous brands, isn't it?" "Therefore, in the eyes of target customers, they are more willing to go to our competitive shopping malls to buy fashion cosmetics.
The cosmetic product structure of Nanfeng Shopping Mall in Chongqing is unreasonable.
The category structure of is unreasonable.
Nanfeng Shopping Mall Cosmetics Various cosmetics, skin care products and perfumes. Only Lanxi perfume brand's perfume sales ratio is unreasonable, and the structure type of cosmetics sales of 8% is unreasonable.
2. Unreasonable trade structure.
There is no clear target customer group, which leads to inaccurate positioning of cosmetics in shopping malls and unreasonable product structure. The target customer base is the high-end commodity demand of high-end brands. Nanfeng Shopping Mall has few cosmetic structures, and luxury brands such as Olay, Avon and Sandie make-up brands. Low and mid-range brand 15. The average monthly sales of Olay is 6.5438+0.4 million yuan. The brands in the middle echelon are indispensable mid-range and high-grade brands, while the second-line brands (such as L 'Oreal and Aubrey) spend 30,000 yuan on Cliff to buy Avon Butterfly Makeup, which is sold every month. Kazilan Cosmetics Maybelline and Ma Xia lack the transitional echelon structure of branded goods, while the cosmetics consumption of enterprise-level consumers in Nanfeng Shopping Mall focuses on the influence of personalized key brand structure. Some high-end cosmetics in Nanfeng Shopping Mall compete for sales. In the new century, there are 10 high-end fashion brands in Jiangnan Gaobo Parkson Shopping Mall (see Figure 3 for the specific brand analysis), which is seriously diverted. There are too few high-end fashion brands in high-end cosmetics in Nanfeng Shopping Mall, and it is unreasonable to interrupt too many low-end brand products.
Highly personalized service, personalized service
Cosmetic brand marketing. Personalized service is embodied in the terminal of promoting cosmetics and the representatives of different brands' skin care concepts and cultures. Consumers with fewer brands have limited choices, so they are not high-level personalized services. At present, the cosmetic service in Nanfeng Shopping Mall is still in uniform standards and warm and thoughtful service. In order to guide consumers' fashion consumption, shopping mall information and brand information, consumers' personalization is relatively less.
Due to the existing problems and the loss of some target consumer groups, the cosmetics sales in Nanfeng Shopping Mall are affected, which greatly weakens the competitiveness of Nanfeng Shopping Mall.
Cosmetic marketing countermeasures in Nanfeng shopping mall
The main thing is to adjust the market positioning.
The target customer base of Nanping District and Nanfeng Shopping Mall has been expanded, and the purchasing power has been improved, aiming at the middle and high end to take into account its positioning in the lower end market. The characteristics of high-end fashion brand management are determined by brand price, product structure, product structure optimization, layout and product display image.
Strengthen the introduction of high-end fashion brands, especially the second-tier brands of strong brands such as L 'Oré al and Aubrey, and upgrade them to luxury brand-level shopping malls. A fashion brand launched by Revlon Makeup. Perfume CD perfume brand perfume business income increased by 15%. The low-end products of nurses, Dabao and Yu Lijiaxue were adjusted and poorly managed, which was beneficial to the brand and improved the overall grade of cosmetics under the counter. Cosmetics are high-profit commodities, and the corresponding operators get higher profits and increments in high-end cosmetics, guiding and stimulating the sales of middle and low-end brands.
Local summation display
Introduce L 'Oré al's butterfly makeup brand around the island and adjust the position of tea counters; The left main passage of Belle Maybelline Island is located at the main entrance of the shopping mall. Introduce a new CD perfume series. Lanxi perfume "perfume" is in the same place. Brand-guided display is mainly because cosmetics brands are displayed once every three months on average, and brands will launch new displays. Brand advertising light box combination should pay attention to POP POP and DM advertising production standards in shopping malls. Hanging happy shopping is convenient for our customers to create a warm and elegant atmosphere, stimulate customers' consumption awareness and make consumers have a better shopping mood. To cater to customers' consumption trend of brands and guide customers to realize fashion consumption.
Through some means or activities, in the sales process of promoting growth, to promote innovation for consumers within a certain period of time is to drive consumption or purchase. Cosmetics are very personalized goods. Customer, what is the most suitable cosmetic for you? They are often inaccurate answers. You need a salesperson to provide customers with proper consultation and personalized promotion activities. You must be innovative.
The characteristics of cosmetic terminal promotion can be summarized as follows:
(1) manufacturer's promotion team
⑵ Free skin test, promotion and after-sales through large-scale demonstration on the basis of medium-sized terminal equipment ⑵ Pay attention to new product sales and prizes or special sales.
⑷ According to the characteristics of skin care, launch thematic promotional activities, such as moisturizing series, sunscreen series and eye series.
Fourth, strengthen the personalized marketing service of cosmetics.
Consumer groups of cosmetics generally have a high level of appreciation and purchasing power, personal preferences and each consumer's choice of brand. In addition, because every different skin needs the same skin care, cosmetics marketing adopts a series of personalized services to reflect personalized services.
⑴ Introduce personal skin care for different skin types.
⑵ Image design consultation
⑶ Strengthen the promotion of different brands of cosmetics sales terminals, reflecting different personalized services. All in all,
Through the analysis of cosmetics marketing in Nanfeng Shopping Mall in Chongqing, we can achieve better sales performance and better reshape the overall image of the shopping mall. The cosmetics counter of Chongqing Nanfeng Shopping Mall is located in a prime location on the first floor of the shopping mall, which directly reflects the grade of the shopping mall. However, it is not enough just to improve the level of cosmetics. The open space outside the shopping center is very empty. We should make rational use of peripheral equipment, such as door cooling department, snack bar, special promotion area, etc., to attract tourists and stimulate the bright DM advertising column on the outer wall of popular shopping malls. If conditions permit, you can arrange a large screen TV wall and put it in a suitable position to fill the temperament modeling and grade image of Nanfeng Shopping Mall. Appropriately increase shopping environment, leisure chairs and smoking, improve humanized hardware facilities in shopping malls, strengthen contact with various media, and strengthen positive publicity in the media. The publicity of media changes has always been a low-key publicity style of shopping mall image. I never play "establishing a good corporate public image for consumers."