A novice wants to open a cosmetics store. What's the good way? Come and have a look with me.
Hua Kai cosmetics store skills 1. Determine the business model.
The future development of the sales channel of the cosmetic sports industry should be a situation in which specialty stores, large department stores and large supermarkets stand in three pillars. The counters of department stores are designed to attract some high-consumption groups. Supermarket is a big and comprehensive development idea, with all kinds of products, and selling products for profit; If cosmetics stores want to operate successfully, they must take a differentiated route, have distinctive business ideas, be small and refined, not only sell distinctive products, but also provide more intimate services to customers, so as to occupy a place in the fierce market competition.
If you decide to open a cosmetics store, you must first determine the business model of the store, whether it is to operate one brand of cosmetics or multiple brands of cosmetics. Besides skin care products, do you want to add some life care products (such as shampoo, perfume, shower gel, etc.)? ), make-up and nutritious food to the store? If the business model is determined, you can determine the brand and choose your purchase channel.
Hua Kai Cosmetics Shop Skills II. Brand selection (or purchase channel selection)
Single-brand cosmetics stores usually adopt the form of franchise chains, and the brands authorize you to sell their products locally or provide corresponding services to customers. For example, Avon stores, fruit and vegetable beauty shops in Guosutang or Baicaoji in shanghai jahwa. The general safety factor of joining such a store is relatively large, and the brand chamber of commerce will supply you directly, eliminating the intermediate links, so you don't have to worry about fake goods, parallel imports and insufficient supply. It is only possible that the brand has higher requirements for franchisees and slightly higher investment.
Another way is to open your own shop and purchase your own goods, but in this case, it is easier to encounter fakes and parallel imports (unless, of course, you are positioned to sell counterfeit or parallel brand cosmetics from the beginning). To open such a store, it should be said that the overall brand image will not be too good, and customers will lose a lot after a long time. And your supply can't be guaranteed. But this store may have a little advantage, that is, it will operate a very rich variety of goods, including cosmetics, make-up, daily necessities, accessories and so on. But in this way, the characteristics of your cosmetics store will be lost. (In this kind of store, everyone will show their magic when they purchase goods. )
In addition, some so-called' cosmetics brand discount stores' have appeared in the market recently, offering well-known brands of cosmetics to franchisees at a low price of 2-3 fold. Everyone should think more about this. Think about it, every famous cosmetics brand is an independent operation channel. They can't all sell their products to these so-called cosmetics franchise companies at a price of 2-3 fold, and then these cosmetics companies sell them to you. How much do they earn?
Hua Kai Cosmetics Shop Skills III. Store location
Well, the brand has been chosen, the business model has been determined, and the purchase channel has been guaranteed, so it's time to choose the site. It is very important to choose a business address. A good store and your small specialty store are at least 60% successful. The site selection can refer to the following contents:
1, a bustling local trade block, an area frequented and consumed by fashionable girls; (For example: Xidan, Di 'anmen, Andingmen, Xinjiekou and Zhongguancun in Beijing);
2. Large and medium-sized communities with dense personnel and mature residential quarters; If your store also provides skin care services, that's a good choice.
3. High-end office buildings and trade buildings. They are all around, aiming at high-consumption white-collar groups;
4. It is best to be next to cosmetics, clothing stores and shops dealing in women-related products.
Hua Kai cosmetics store skill four. Shop decoration
When the place is chosen, decorate it. If you are a chain store, the company will generally give you a decoration design drawing and decorate it according to the style specified by the company. The decoration grade of general design is relatively high, and the cost may be slightly higher. If your store is not a franchise store, but a specialty store that you purchase, the decoration style can be determined according to your own preferences, but the quantity should be concise, bright and bright, the layout should be neat, the product layout should be orderly, and the doors must be beautiful. (Otherwise, people won't go in when they see your door.)
Skills of Hua Kai Cosmetics Store 5. First delivery
If you are a franchise store, you can communicate with the customer service department at headquarters about the products suitable for your local sales. Because the environment, weather and consumption habits of each place are different, at first, the goods may not be very accurate, but generally speaking, if you join a brand, they usually have a three-month return period and can return them.
This risk is usually small. However, if you don't join the store, but go to the wholesale market to purchase goods yourself, then you must think clearly from the beginning that the products you need are still suitable for local consumption habits, otherwise it will be difficult to return them, and finally you will be in your own hands. Generally, if you are a brand, they will give you some folded pages of related products for you to send to consumers in your business or daily business.
Hua Kai cosmetics store skill six. Shop Layout (Jane)
The layout of the store is not much to say. If you join a store, you should follow the instructions of the headquarters. If you are not a franchise store, you should arrange the store you buy according to your own preferences. The placement of products is very knowledgeable. Products with high prices and high profits should be placed in a place where the line of sight is even, not too much, otherwise others will feel worthless. Out-of-season products or products with low profits are placed in lower cabinets, and promotional products are suitable for more placement and stacking. Remember to hang some posters, dates, silk flower or flowers in the store, but not too many, or you will lose focus. )
Skills of Hua Kai Cosmetics Store Seven, Recruiting Employees
If your store is not very big, plus you, it is enough to recruit another employee, but the skin is good, the image temperament is not bad, you have done beauty or sold cosmetics. But before taking up the post, be sure to let her know the products sold in your store and know the product knowledge, so that there will be no problem in telling customers. You know, you are the opinion leader, and you and the sales staff should educate customers about what products to use and how to use them. Mastering sales skills and professional knowledge has a very important impact on your sales performance.
Hua Kai Cosmetics Store VIII. Skills of Running a Good Business
Get a license (please go to the "Business License Consultation" section for more information). If you want to sell nutritious and healthy food, you need a hygiene license, and the clerk needs a health certificate. Well, after a period of preparation, it is time to start a business. The preparation for opening business must be sufficient. Don't start a business in a hurry, wait until all the preparations are completed.
Popularity is very important in the first month of starting a business, so publicity must be in place. For example, dm should be sent out and some advertisements should be made according to the situation of the city (mm in Beijing and Shanghai is not suitable for advertising in newspapers, it is too expensive). If there is a premise, you can also do some subtitle advertisements or image opening advertisements on local TV stations.
When you open a business, you must do some preferential traffic, such as giving gifts when you enter the store, giving a 20% discount on products, or giving something when you are full. Of course, gifts should be distinctive and meet the needs of MM. In addition, when you start a business, you should mobilize your relatives and friends to support you and let them all come to your store to buy products. But when you start a business, you need to know a lot. You should run in and don't make a fuss.
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