What are the cosmetic chain stores' joining processes? What are the benefits of cosmetic chain stores' projects? What are the management schemes of cosmetic stores? What are the cosmetic store decoration design? What are the cosmetic chain stores' business models? 1. What are the cosmetic chain stores? They refer to many small-scale, decentralized retail stores with the same brand that operate similar goods and services. Under the leadership of the headquarters, they adopt the same business policy and concerted marketing actions, and implement the organic combination of centralized procurement and decentralized sales, which is realized through standardized operation.
Cosmetic chain stores mainly engage in cosmetics sales stores of major brands of skin care products, cosmetics, perfumes and personal care products. Cosmetic chain stores adhere to the principle of * * * common development and win-win benefits, and form brand alliances with many well-known manufacturers at home and abroad by virtue of advanced cosmetics professional chain operation format and strong sales ability of chain network, and * * * build direct channels for production and marketing to achieve economies of scale.
Cosmetic chain stores can be divided into direct chain stores (directly invested and managed by the headquarters of the company) and franchise chain stores (a chain system formed by franchising). The latter is an advanced form of chain operation. Cosmetic chain stores can include wholesale, retail and other industries, as well as catering and service industries.
Cosmetic chain stores refer to licensing their own trademarks, trade names, products, patents, proprietary technologies and business models to franchisees for use in the form of franchise contracts. Franchisees engage in business activities under the unified business model of franchisees according to the provisions of the contracts and pay corresponding fees to franchisees. Because the existing form of franchise enterprises has the basic characteristics of unified image and unified management of chain operation.
2 Joining process of cosmetics chain stores 1. Joining process:
1. Consultation: get a preliminary understanding through online message or 4 phone calls; Ask for joining information.
2. In-depth understanding: read the joining materials in detail and communicate the details with the investment personnel.
3. On-the-spot investigation: to investigate the strength of the headquarters and the operation of physical stores.
4. signing the contract: sign the contract at the headquarters and pay the deposit (more than 3% of the first purchase price);
5. Payment: within one week after the contract is signed (before the marketing teacher distributes the goods), the full payment will be made.
2. Opening process:
1. Store design: The design department designs according to the store size and photos provided by the franchisees; Submit the first draft within 2 working days, and complete the design within 3 working days after the franchisee adjusts it. (Franchisees can make reasonable arrangements for decoration and container handling according to the design renderings and construction plans. )
2. Distribution: The regional teacher is responsible for distributing goods according to the local market conditions, and sends the distribution list to the franchisees. After the franchisees confirm and adjust, the customer service department will place an order for the warehouse to prepare goods, which will be ready within 3 working days.
3. Opening plan: the regional supervisor designates the regional teachers to draw up the opening plan and submit it to the design department to design the opening leaflet. And communicate with franchisees about the preparation before opening, and set the opening date in advance.
4. delivery: the company is responsible for delivering the goods to the logistics company designated by the franchisees or recommended by the headquarters.
5. store-leaving: the regional teacher arrives at the franchisee's place one day before the opening of the store to make all the preparations before the opening of the store.
6. Opening: The regional teacher will spend 3 days in the franchise store to give opening guidance and training, and then return to the headquarters on the fourth day. (the round-trip travel expenses shall be borne by the headquarters; The local accommodation is the responsibility of the franchisees)
3 Benefits of the cosmetics chain project 1. The cosmetics market maintains rapid and steady growth. In recent years, the proportion of cosmetics in the retail sales of all commodities has increased year by year. Among them, the growth rate of beauty products is faster than that of skin care products and shampoo and hair care products, accounting for the overall proportion. However, in China, because the consumption habits have not changed fundamentally, skin care products are still the branch with the largest market share in the cosmetics industry. In particular, essential oil-added skin care products are also growing rapidly.
2. The consumers of cosmetics have expanded. For a long time, cosmetics consumers are concentrated in young people and middle-aged people, especially women aged 2-4, with the strongest demand, accounting for about 4%. However, from the development in recent years, this pattern is changing: from the perspective of consumer areas, beauty groups are moving from cities to towns; From the age point of view, it extends to the younger and older groups; From the perspective of the gender of consumers, men's beauty and children's skin care products are quietly emerging. Women will no longer be the only dominant group in cosmetics consumption.
3. The consumer groups of high-end cosmetics brands have expanded. As the main force of high-consumption groups, professional women spend more and more on cosmetics, and the cosmetics brands they use are gradually moving towards high-grade. Moreover, with the improvement of people's material living standards, the concern for health and beauty has gradually escalated, and the market share of high-end cosmetics brands will inevitably increase, and a large number of fashionable men have begun to join the high-consumption groups of cosmetics.
4. There are significant differences between the eastern and western parts of the cosmetics market. The imbalance of development levels in different parts of the country has also brought significant differences to China's cosmetics consumption market. However, with the rise of central China and the development of the western region, people's living standards in these areas will be improved day by day, and the market potential will be continuously upgraded.
5. The forms of cosmetics sales are diversified. In recent years, cosmetics have gradually stepped out of large-scale stores and started diversified operations. Wholesale markets, franchise stores, cosmetics stores in franchise chain, etc. have become the main force of cosmetics in second-and third-tier cities.
4 which small editors in cosmetics chain stores recommend Watsons flagship store to sell brand cosmetics, bath salts, exfoliating, acne removing, toner, facial mask and other products online, and the products sold in Watsons flagship store online shop are diversified in styles and constantly optimized in categories to meet the public demand. In operation, under the premise of continuously improving the quality of brand products, we provide perfect brand services to let users shop with peace of mind; Watson's flagship store is set up on a comprehensive shopping platform, and the platform itself has many brand merchants. As one of the platform brand online stores, the brands sold by the store strive to win customers' love by virtue of its product quality, cost performance, product service, commodity logistics and other factors. Welcome to visit and buy. Direct link to Sasa Sasa overseas flagship store Sasa overseas flagship store sells the brand's mask skin care, body care, make-up and other products online. The products sold by SASA SASA overseas flagship store online store have diversified styles and continuously optimized categories to meet the needs of the public. In operation, under the premise of continuously improving the quality of brand products, we provide perfect brand services to let users shop with peace of mind; Sasa Sasa's overseas flagship store is set up on a comprehensive shopping platform, and the platform itself has many brand merchants. As one of the platform brand online stores, the brands sold by the store strive to win customers' love by virtue of their products' quality, cost performance, product service, commodity logistics and other factors. Welcome to visit and buy. Direct link SEPHORA SEPHORA flagship store Sephora flagship store products cover cosmetics, skin care products, masks, lipsticks, etc., with a full range of products, including: skin care and maintenance, all kinds of cosmetics, all kinds of perfume products, as well as bathing, accessories and other products. Regular introduction channels, professional logistics and distribution, open shelves and new products released simultaneously with counters enable customers to freely choose and try beauty products in SEPHORA. In addition, SEPHORA also provides you with free beauty makeup services, professional beauty consultants and targeted beauty guidance and suggestions. The shopkeeper holds preferential activities from time to time, the price is civilian, and payment can be made in installments; Support seven-day unreasonable return, allergy refund, genuine product guarantee, free shipping insurance and other services, and provide efficient logistics and high-quality after-sales service, so that users can feel the smoothness of online shopping and save money. Mannings Wanning, the flagship store of Wanning, a chain brand owned by Dairyfarm, a large Asian retail group, is a leader in the retail industry of health and beauty products in Hong Kong. Wanning flagship store mainly sells personal care, skin care, health care and baby care products, and is committed to providing customers with high-quality products. It is deeply loved by consumers and won numerous awards by combining innovative marketing techniques with professional and perfect customer service. In the store, there is also a special Wanning exclusive, imported products and full postage area for you to choose from, and preferential activities are held from time to time to provide all consumers with a comfortable and healthy shopping experience by providing excellent products, customer-oriented and cordial staff. Direct Link Guerlain Jiaren Cosmetics Flagship Store The products of Guerlain Jiaren Cosmetics Flagship Store cover cosmetics chains, skin care products, masks, etc. Its products are made of safe and gentle raw materials, without adding or stimulating, which makes users' makeup glow with different brilliance. All products in the store are brand direct sales, and the quality is guaranteed; The shopkeeper holds preferential activities from time to time, and takes orders first after entering the store, which is more favorable when the goods are fully reduced; Our shop has professional customer service online service to help customers choose the products they need; Support seven-day unreasonable return, allergy refund, genuine guarantee and other services, and provide efficient logistics and quality after-sales service. As a well-known brand in the industry, Guerlain GLALEN has won customers' love with its excellent cost performance, design and universality. Direct link to the flagship store of Qianse Store The flagship store of Qianse Store mainly deals in cosmetics, skin care products, perfumes, make-up, etc. The products in the store cover high-quality categories such as fragrance, skin care, make-up, daily use, handbags, accessories, underwear, makeup tools, etc., which provide fashionable urban women with high quality, complete varieties and fashionable products that closely follow the trend, and meet their needs for overall coordination in various occasions. While selling goods, shops emphasize providing customers with lifestyle and image building, providing commodity suggestions and creating and strengthening women's sexy charm and personalized service with taste and taste in professional fields. Deeply loved by the public. Direct link 5 Cosmetic store management plan 1. Employees wear makeup to their posts (eyebrows, eyes, cheeks and mouth, without a penalty of 1 yuan), and do not use the goods in the store without permission. Offenders will be fined 1 yuan every time.
second, smile service, show eight teeth, don't be late, don't leave early, don't sit on a stool during work, and offenders will be fined 1 yuan every time.
Third, you are not allowed to bring your mobile phone (put it at the front desk) during work, and you will not be invited. Offenders will be fined 1 yuan each time.
fourth, all goods in each area are first in first out, and they are filled from the back, and they are not careful, and they are forced to buy their own goods.
5. The goods are clean and tidy, full and full, and they are out of stock. Every time in 2 yuan, the goods are messy and don't return, and every time in 2 yuan.
six, a commodity with a price tag (without a price tag, each person will be fined 2 yuan), and the hygiene will be wiped by hand from bottom to top, and there will be no dirt such as dust and hair, and there will be no dirt stuck on the ground in each area, and each person will be fined 1 yuan.
seven, a month is a normal two-day holiday, and if you don't use it in that month, you can take it together with the next month. Holidays and large-scale activities are not allowed to take vacations, otherwise three days' wages will be deducted for one day.
VIII. All goods in the store (even bags or samples, which are not allowed to be used or taken out without permission) will be fined 1-1 yuan once, and will be dismissed immediately. In serious cases, they will be handed over to the police station for criminal responsibility.
IX. Anyone who divulges business secrets in the store will be fined 1-1 yuan, and will be dismissed immediately if serious losses are caused to the store.
6 Decoration design of cosmetics store 1. Store location
The location of opening a store is very important. The art of war says: the victory of the army and the help of the land illustrate the importance of geographical location. Some people say that the location of the store determines about 5% of the turnover, which makes sense. In the industry, there is a saying that one step is worse than three cities. Even in almost the same location, one step is worse between stores, but business will be much worse. This shows how important it is to choose a location for opening a shop.
2. Market positioning
To understand the market positioning of the store, we should communicate more with the merchants, make clear the style and development direction of the operator's store, and find the correct positioning. Before designing the store space, we should really understand the positioning strategy of the merchants, and only under the premise of accurate direction can the space design truly serve the business.
3. Display cabinets
Shops are the most direct display of products and images and an important part of visual recognition. Establishing brand image through store terminals is a convenient form of publicity and promotion, and the unique store design constitutes the brand's own store style, and conveys the brand's personality to consumers from many angles. Good and ingenious space design style can set off the quality of products, improve the added value of products, and strongly promote the promotion of the whole brand in image, culture and quality.
7 cosmetics store business model 1. Choosing a brand
If the brand is not chosen well, it will be an important factor affecting store sales. There are many brands in the whole industry now, but it is very necessary to choose a good brand if you want to have a good business in the store.
2. To be professional and chained
The success of any store operation is closely related to its professional level, and so is a cosmetics store. Not only should it have a perfect store image, but it should also surpass other stores in terms of professional quality. Specifically, professional beauty consultation and other services can be provided, as well as professional skin diagnosis, so as to have the ability to counter the impact of shopping malls and stores. In addition, it can be made into a kind of fine specialty store, such as perfume, make-up, men's cosmetics, etc., so as to form its own characteristics.
3. Improve the skill of cosmetics shopping guide in the internal operation of the store
The sales staff is the most critical factor in the operation and management of cosmetics stores, so daily training, weekly training and monthly training for sales staff are all necessary plans, and the main purpose of training is to increase the sales volume of products. On the one hand, the improvement of sales volume depends on the brand, quality and price of products, on the other hand, it depends on the cosmetics shopping guide skills of salespeople. Generally speaking, customers can be divided into three types: straight to the target type, selective type and wandering type, and these three types of customer salespeople should treat them differently when shopping guide.
4. To make the cosmetics shop guide master more customer communication skills
Besides the shopping guide skills, it is necessary to train more customer communication skills for the sales staff. For example, master some skills to attract customers and open their hearts at the beginning of praise; Using different inquiry skills to understand the customer's needs, you can use some rhetorical questions or closed questions to analyze the customer's types and needs through the questions; To be more skillful in product introduction, you can use digital explanation, example method, composition method and so on.
WatsonsSEPHORA Sephora Wanning Mannings SaSa Guerlain GLALEN Colorist THECOLORISTWOWCOLOUR Yanli FIONA Thousand COLORS Store Colors Tang Sancai T3C.