How to run a cosmetics store

1. Determination of the business model

The future development of sales channels in the cosmetics industry should be a tripartite confrontation between specialty stores, large department stores, and large supermarkets. The counters in department stores are high-end, attracting some high-consumption groups;

Supermarkets have a large and comprehensive development concept, with all-inclusive products, and sell products in exchange for profits; while cosmetics stores want to To operate successfully, you must take a differentiated route, have a distinctive business idea, and be small and refined. In addition to selling specialized products, you can also provide customers with more considerate services. In this way Only in the fierce market competition will there be a place.

If you decide to open a cosmetics store, you must first determine the business model of the store. Whether you want to operate one brand of cosmetics or multiple brands of cosmetics. In addition to skin care products, do you also want to add some daily care products (such as shampoo, perfume, shower gel, etc.), makeup, nutritious food, etc. to the store? If the business model is determined, we can determine the brand owner and choose your purchase channel.

2. Brand selection (or selection of purchase channels)

Single-brand cosmetics stores generally adopt the form of chain franchises. The brand owner authorizes you to shop in the store. Sell ??their products locally or provide corresponding services to customers. For example, Avon's specialty store, Guosutang's fruit and vegetable beauty store, or Shanghai Jahwa's Baicaoji, etc. It is generally safer to join such a store. The brand owner will supply you directly, eliminating the need for intermediate links. You don't have to worry about counterfeit goods, parallel imports, and insufficient supply.

It’s just that the brand owner may have higher requirements for franchisees, and the investment may be slightly higher.

Another option is to open your own store and purchase the goods yourself, but this way, you are relatively more likely to encounter counterfeit or parallel imports (of course, unless you are targeting the sale of counterfeit or parallel imports from the beginning) Parallel import branding

Cosmetics). When opening such a store, it should be noted that the overall brand image will not be very good, and a lot of customers will be lost over time. And your supply of goods is not guaranteed. But this store may have one advantage, that is, it sells a wide variety of products, including cosmetics, makeup, daily necessities, and accessories.

But in this case, the characteristics of your cosmetics store will be lost. (In such a store, everyone can show their unique skills when purchasing goods)

In addition, some so-called cosmetics brand discount stores have appeared on the market recently, offering famous brands at low discount prices of 20-30% off. Giving cosmetics to franchisees is something that everyone should think more about. Think about it, every famous cosmetics brand

is an independent operating channel. It is impossible for them to sell their products to these so-called cosmetics franchise companies at a 20-30% discount. Sold to you by these cosmetic companies.

3. Store location selection

Okay, now that the brand has been chosen in mind, the business model has been determined, and the purchasing channels have been secured, then it’s time to select a location.

Choosing a business address is very important. With a good store, your small specialty store will have at least 60% success. You can refer to the following for site selection:

1. Local bustling business districts, areas where fashionable girls often visit and consume; (for example: Xidan, Di'anmen, Andingmen, Xinjiekou, Zhongguancun in Beijing etc.)

2. Large and medium-sized communities with dense staff and mature residential areas; (if your store also provides skin care services, it is a good choice to choose this kind of place)

3. High-end office buildings, commercial buildings, etc. are surrounded by popular shops, targeting high-consumption white-collar groups; 4. It is best to be next to cosmetics, clothing stores and shops selling women-related products.

4. Shop Decoration

After the location is selected, decoration begins. If you are a chain store, the company will usually give you decoration design drawings according to the company's regulations. Decorate in a certain style. Generally, the decoration grade of the design is relatively high, and the usage may be slightly higher. If your store is not a franchise store, but a specialty store where you purchase goods by yourself, the decoration style can be determined according to your own preferences, but the final design should be simple, bright, bright, and neatly laid out

neat, the product layout is organized, and the door head must be beautiful.

5. First distribution (or purchase)

If you are a franchise store, you can communicate with your headquarters customer service department about products suitable for your local sales, because each place has The environment, weather, and consumption habits are different. At the beginning, the goods allocated may not be very accurate

But generally speaking, if you are a franchised brand, then they usually have 3 months. During the return and exchange period, you can return or exchange goods. This risk is very small. But if you are not a franchised store, but go to the wholesale market to purchase goods yourself, then you have to think clearly at the beginning about the products you need or the products that suit local consumption habits. Otherwise, it will be difficult to Return or exchange, in the end it's in your own hands. Generally, if you are a franchised brand, they will give you some brochures of related products for you to distribute to consumers during your opening or daily business.

6. Store layout

I won’t say much about the layout of the store. If you are a franchise store, you should follow the instructions of the headquarters. If you are not a franchise store, you will purchase the goods yourself. You can decorate the store according to your own preferences. The placement of products is very

elegant. Expensive and high-profit products should be placed at eye level. Do not place too many products, otherwise others will think they are worthless. Out-of-season products or low-profit products The products are placed in the lower cabinets. It is suitable to place promotional products more

and stack them more.

7. Staff Recruitment

If your store is not very big, just recruit one more employee plus you, but it requires good skin, good image and temperament, and experience in beauty. Or those who have sold cosmetics are preferred, but before taking up the job, they must be familiar with the products sold in your store and understand the product knowledge, so that there will be no problems when talking to customers, because you You must know that you are an opinion leader, and you and your sales staff should educate customers on what products to use and how to use them. The mastery of sales skills and professional knowledge has a very important impact on your sales performance.

8. Have a good start and apply for a license

If you sell nutritional and health food, you need to apply for a health license, and your store clerk must apply for a health certificate. Okay, after a period of preparation, it’s time to open the business. The preparations for the opening must be sufficient. Don’t be in a hurry to open the business. Wait until all the preparatory work is completed.

Popularity is very important during the first month after opening, so publicity must be in place, such as sending DMs and making appropriate advertisements according to the city's conditions (MMs in Beijing and Shanghai are not suitable for newspapers) Advertising is too expensive

). If conditions permit, you can also do some subtitle ads or image opening ads on local TV stations. You must do some preferential activities when you open the store, such as giving gifts when you enter the store, 20% off when buying products, etc., or giving away whatever you spend with purchases

Etc. Of course, the gifts must be unique and suitable for girls’ needs. In addition, when you open your business, you should mobilize your surrounding friends and relatives to support you and let them come to your store to buy products. But when you first open your business, there are many things that need to be understood and adjusted, so be sure not to get into trouble in the middle of a rush.

Site selection: "The investment to open a cosmetics store is not high, and the entry barrier is low, but if you want to run a cosmetics store well, in addition to choosing a good brand and source of goods, you must also understand the common sense of makeup and beauty. Being able to recommend suitable products to customers with different skin types according to different seasons. "In addition, the location of the cosmetics store is also very important. If you open a store in a shopping mall, the store must be in an elevator. , exits and other conspicuous places. If it is a street store, try to choose it next to a mid-to-high-end community or in the city center. Choose a place with a large flow of people to increase transaction volume and obtain greater profits.

How to open a cosmetics store? Investment and income: As the business in the store gets better and better, you can consider setting up an online store. The initial investment for selling together with a physical online store is about 100,000 yuan, of which Including: rent,

water and electricity bills, purchase, store decoration, etc. With reasonable management, the cost can be recovered in less than a year. According to the monthly rent of 1,000 yuan, you can earn almost more than 3,000 yuan every month. In other words,

As long as you continue to do it in the long term, your profits will become higher and higher.

Brand selection: As we all know, there are many brands of cosmetics, and the workmanship may be different. However, each brand basically has a full set of functions. It will be easier to make money by choosing a few famous brands. !If

it is suitable to sell famous brand cosmetics in high-end shopping malls or near schools, just choose some brands that are not very famous, but the quality is guaranteed. In terms of brand selection, everyone depends on the situation. Determined!