4 elements operating drug store cosmetics
Recent years, drug store cosmetics industry more and more attention, probably due to the desire for profit pharmacies, pharmacy may also be due to the "community of zero spread" of a positive response, no matter what, medicine and beauty shops in EGL's red seems to have touched the hearts of many pharmacy operators.
In my opinion, the current development trend of drug and beauty shops remained at a relatively low level, and now tend to whether the introduction of Vichy, the rationale for the European spring, Ya Yang, according to Spring, Pitt and other famous brands in Europe and Crafts medicine and beauty shops as a sign of recognition, I believe that it is not a good sign. Because the dealership did not last long run the initiative in the company, the location is good, strong sales of large pharmacies, manufacturers let the point; on pharmacy sales in general, companies not only support a small, but once on the face of poor sales Withdraw risk. So the question came: Manufacturers Withdraw, and pharmacy how to do? Drug and cosmetic stores can have a good development, the key is to solve this problem.
Fact, the sample study in eyes: Watsons and Cosmed. They are also studying the Japanese drug and beauty stores by the experience of developed, it is important that they now have their own set of operating systems. Of course, drug and cosmetic stores in the Mainland and Hong Kong or Taiwan, the living environment of the Watsons is totally different, because women in Hong Kong and Taiwan have become interested in buying cosmetics to pharmacies consumption habits, and in the Mainland, such spending habits are not formed. This is also the Watson transformation to the mainland daily necessities for personal reasons retailers.
But Watson's successful operation in the Mainland has given us the development of drug and cosmetic store the direction. Next, I would like to say that personal summary of drug and cosmetic stores operating four elements.
One, given the success of brand positioning
Drug store cosmetics brand positioning is very important, it determines the success or failure of drug and beauty shop operator.
"Makeup" word has three kinds of meaning are related to women, the drug store is the main consumer groups of women. The women of the cosmetics purchase is divided into many Cognitive and age, and for different age groups of the forms abound, but the important thing is to create to meet specific consumer groups and consumer buying habits to purchase environmental atmosphere. Take Watson, for its position is to sell personal necessities, and then accurately point is to sell women's personal necessities. Many young women tend to shop as the first choice to Watson's The reason is that?? Product, single-product price is not high; in the business district, shopping things correct; brand is good, many new, quality guarantee; shopping environment is good, more like. Therefore, drug and cosmetic stores
before the opening, we must make a clear brand positioning. Most of the drug and beauty stores no brand positioning, if any, that is, high-end brand counters. High-end brand positioning is very narrow population, it is only suitable for commercial areas in the most cutting-edge medicine and beauty shops. If you want to develop drug and cosmetic store, then I think most of the drug and beauty store and making a middle-grade, single-product price of 50 yuan more appropriate and effective use of products come with a large number of cosmetics retailer brand segment formation. This effect is particularly commodity functions, functional tendency, or have special features, or were characterized by phase and so on.
Market research shows that women do not develop the domestic to the pharmacy to buy cosmetics in the sense not to mention consumer behavior, which is the drug and beauty stores to solve the first problem. The solution is to sell results. Human Habits take time, but they can not wait cosmeceutical stores Habit people. Thus, to move part of the effect of female consumers is a more realistic business philosophy.
Second store location is the key
Must first determine that only the shop a good shop to sell drugs makeup. Because the makeup of the core consumer group of drugs are women, which is mainly produced for young women, shopping for women born with the instinct, so generally speaking, only in the business district of the drug and beauty store business success is possible, such as commercial single store or mall stores shop. Select shop methods, I think we can refer to the location of fast-food industry method, which selected the flow of human traffic and the flow of gold intersection.
I am an expert from China Hardware Suppliers, usually analyzes all kind of industries situation, such as shogun rc helicopter , toy rc submarine.
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