Our boss can choose the store location according to his actual situation. Choosing the store location will lay the foundation for a successful operation.

Step 2: Purchase goods Edit this parag

Our boss can choose the store location according to his actual situation. Choosing the store location will lay the foundation for a successful operation.

Step 2: Purchase goods Edit this paragraph For ordinary cosmetics stores, the supply of goods is not a problem. As long as you find a good store location and put up a signboard, the delivery manufacturer will cross your threshold and choose to operate. What kind of brand and product is the biggest question. This depends on the location, image design and positioning of your store. After our long-term observation, the brand structure of large stores with good business is basically 40% of image brands. Image brands are famous brand products, such as L'Oréal Paris, Yue Sai, Maybelline, Olay, etc. Consumers can name them without recommendations. Generally speaking, such brands can increase the popularity of the store, but the prices are transparent and the profits are relatively low. 60 terminal brands, most of the terminal brands are non-well-known brands or not very well-known, such as Nature Hall, Ou Shiman, Proya, Yalijie, etc. These brands have regional restrictions, and the price in this region is certain, basically In an exclusive sale, consumers will not know much about the price. Because it is an exclusive sale, the price is not comparable to other sales points, so the profit is relatively high. For the general overall layout, cosmetics and color cosmetics occupy about 50% of the area, washing supplies, daily necessities for women and children, paper and others occupy 50% of the area, or the area for washing supplies is slightly larger. For general well-known brands, in most cases, specialty stores will not actively recommend them, but will only recommend high-profit terminal brands. Therefore, the purpose of a specialty store is to guide customers who consume famous brands to terminal brands to obtain higher profits. This is why customers come in and ask for Olay, but the store owner introduces them to other brands. For specialty stores, famous brand products cannot be absent. Without them, they may not attract customers, but they cannot be too many. After all, opening a store is to make profits. In terms of purchasing goods, the choice of famous brands is relatively simple. Depending on the size of the store, some well-known mainland products can be purchased. Although it takes up funds, basically there will not be much problem with sales. But for terminal products, they are the foundation for the survival of the store, so you must be careful when choosing a brand. Here is a special introduction. When choosing a terminal brand, you should pay attention to the following points:

First, choose a qualified and regular brand. First of all, it is legal and has complete licenses. Otherwise, it is not worth considering. Then, its product culture, brand background, packaging design, price positioning, concept appeal and selection of marketing channels are all complete and coordinated, without confusion. Not contradictory. For example, some products use the banner of foreign brands and at the same time claim to be Chinese medicine brands. Such brands are often nondescript and contradictory, making them difficult to be accepted by consumers.

Second, choose brands or new products that have large-scale market investment or are focused on development by well-known companies. Because if you cooperate with such a brand, you will receive greater support in market operations and support. Because after all, they have relatively mature marketing experience and the ability to assume market responsibilities, they can reduce risks, which is especially suitable for dealers who are new to the industry. Following a manufacturer with greater strength will naturally lead to smaller profits and smaller risks. As the saying goes, you can enjoy the shade by leaning against a big tree.

Third, understand how other regional markets react to your chosen brand. This includes dealers, that is, peers' reflections on manufacturers and products, and consumers' reflections on product quality. To choose a brand, it is best to go to the place where the product is sold and listen to the opinions of bosses and consumers in other places. Then you will have an objective understanding of the brand. This also requires its own analysis. After all, it is not the same place and there will be certain regional differences. But no matter what, if a brand has been operating for a period of time and has not even established a decent market, then the hope of the brand doing well is very slim. After taking over, it will be very tiring and difficult to do well.

Fourth, general manufacturers will not cooperate directly with specialty stores, but are operated by agents. This requires us to fully understand the sales policies and marketing ideas of the agents, and look at their entire Whether the market operation plan is detailed and complete, objective and practical, and highly operable; whether there is strong market support (personnel, planning, materials, advertising, etc.); whether the terminal brand has strict regional protection and good service (timely delivery and exchange of goods);

Fifth, we must be more vigilant. It is not uncommon for people to commit fraud by using products to attract investment. There are also many manufacturers and cosmetics companies that have poor reputation, poor market operation capabilities, short-term success, and just want to make money and do not want to be in the market for a long time. If they are not careful, they will suffer heavy losses. The business staff of many manufacturers have developed a sharp tongue during the long-term lobbying process, and they often make extravagant claims that are exaggerated, so they should keep their eyes peeled when choosing a brand. Understand the strength and industry reputation of manufacturers and agents through various channels, and maintain your own understanding of products or markets, grasp your mentality, and avoid being dazzled by the so-called huge profits.

Step 3: Develop and manage members. Edit this paragraph. Customers are God. Customers are the foundation and only basis for the survival and development of specialty stores. The survival of a store depends on whether the store can grasp customers. So how to win new customers and retain old customers is the main fundamental problem faced by every cosmetics store. That is to develop and manage customers. Managing customers is ultimately about turning customers into members of your own store. The entire store business process is a process of turning passers-by into customers, customers into regular customers, and regular customers into members. A store can only have a large number of loyal members. , can we truly survive and develop.

Pay attention to development

Under normal circumstances, the cost of developing a new customer is 3-5 times that of maintaining an old customer, so developing new customers is the first priority and is also more difficult. Member development can be done through various activities, such as customers who spend a certain amount of money on a one-time product, or customers who consume a certain amount within a certain period, etc. Different target consumer groups can be developed according to different regions, and can also be based on the different needs of customers. For development, the larger the customer base, the more people will develop into members, laying a solid foundation for member screening and management.

Establishing member files

Establishing member files is the first step in member management, which facilitates tracking services, understands member information, and avoids loss. When establishing member files, it is necessary to effectively classify customers according to their age, gender, income and other information. It is necessary to distinguish between old customers and new customers, conduct phone follow-up and interactive communication according to the length of membership, and shorten the distance between the store and members. Perfectly establish weekly, monthly, quarterly and annual service standards, such as regularly increasing members’ recognition of the cosmetics store through member exclusive gifts or member social activities; regular customer communication, and adjusting sales focus and promotional offers Policies to improve members’ chances of returning to the store.

Carry out tracking services

After distinguishing members, it is necessary to formulate different policies for tracking according to the different consumption habits and levels of members. Shanghai's Yiduo brand is the first to launch a 333-style service. That is, after a customer purchases a product in a cosmetics store for the first time, a follow-up phone call will be made three days later to ask whether the customer has used the product and whether they have any questions about its use. This will increase the number of customers. A good impression of the cosmetics store lays the foundation for becoming a member. Follow up again after 3 weeks. At this time, the customer has been using the product for more than half a month and will have certain feelings about using the product. At this time, you should ask about the use of the product, answer some beauty knowledge to the customer, and invite the customer to visit the cosmetics store. , to enjoy some other after-sales services, you can tell the store to prepare a gift specially for her and ask her to come and pick it up at a certain time to increase the chance of re-sale. After 3 months, call the customer again to ask if the product has been used up, and inform her of the recent activities in the store. You can also use a little trick, such as telling her that she is the only lucky customer in the store this month and will get such-and-such Gifts etc. At this time, the customer's product has basically been used up, and the probability of purchasing is greatly increased.

Communicate and interact with members.

The management of members is not just about treating members as customers and blindly controlling them, but also establishing a deep communication model so that members have the opportunity to participate in store activities and express themselves. The monthly member magazine is a better way to channel needs and wishes. Through the monthly magazine, you can not only introduce product and activity information, but also publish some letters and photos from members to mobilize members' enthusiasm for participation, increase their sense of belonging, and cultivate loyalty. In addition, attention should be paid to details when communicating with members. The handling of details in communication plays an important role in maintaining members. Taking a return visit as an example, the call time should be between 11 and 12 in the morning, or 4 and 5 in the afternoon, because this time The work section is usually not too busy. When making phone calls, you should pay attention to your tone and maintain a cordial feeling while being polite. At the same time, the time for the return visit should not be too long, just 3 minutes, and the return visit should be recorded at the end.

There are many conditions required to run a good specialty store. In the process of operation, there will be more business strategies and techniques, and we look forward to your own discovery and exploration.