Enterprise management of Guerlain Jiaren

Guerlain is the largest cosmetics retail chain in China. Guerlain was founded in 2005, headquartered in Guangzhou, with branches in Beijing, Shanghai, Chongqing, Chengdu and Wuhan. By the end of 20 13, 12 and 3 1 year, Guerlain had opened 72 1 stores, with outlets all over Guangzhou, Beijing, Shanghai, Chongqing, Chengdu, Wuhan, Shenzhen, Xi 'an, Changsha and other first-tier and provincial capital cities. Guerlain has more than 8 million members and receives more than 300,000 customers every day on average. According to Nielsen's data in Beijing, Chongqing and Guangzhou as early as 2009, Guerlain's overall popularity reached 67%, brand loyalty reached 55% and brand reputation reached 64%. enterprise development

Choose cosmetics with high cost performance.

Since opening its first store in Guangzhou in 2005, Guerlain has stepped up its nationwide network layout from three days 1 store to two days 1 store, and then to 1 day 1 store at a speed significantly higher than that of foreign cosmetics retail giants.

In 20 13, guerlain plans to open 1000 stores nationwide and be promoted to the "thousand stores lineup".

In 20 15, the number of stores in Guerlain is planned to double to 2,000, including "North, Guangzhou and Shenzhen" four major cities 1000.

Guerlain is moving towards the development direction of "ten years and ten thousand stores" and moving forward according to the established strategic plan. In order to meet the needs of development and create a relaxed, comfortable and cozy one-stop shopping experience for consumers, Guerlain spent 4 million yuan to invite Chen Youjian, the godfather of China design, to create a new generation of shops that are practical, creative, comfortable and friendly. The second generation store image system has a distinctive style and is unique.

Guerlain has upgraded the store image in an all-round way.

Introduction of the second generation store image: Guerlain's new store design concept comes from European life department stores and is handled by modern methods; There has also been a major breakthrough in store display and atmosphere. With the furniture, display cabinets, popular displays and illustrations that mass market stores have never appeared before, Guerlain's mass market stores have been turned into a cosmetics retail chain with personality, quality and fashionable lifestyle. With the establishment of the new brand image, it will help to promote Guerlain to become the one-stop cosmetics retail chain with the most credibility, popularity, individuality and leading position in the industry.

Nowadays, Guerlain's brand image has become a fashion symbol, which is deeply rooted in people's hearts.

Deal in goods

Guerlain provides diversified commodity supply for mass consumers. Guerlain has established strategic cooperative relations with suppliers such as Procter & Gamble, L 'Oreal, Shiseido, Mentholatum, Nivea, Johnson & Johnson and Unilever. Guerlain operates eight categories, with more than 65,438+00,000 items. The store has selected more than 4,000 best-selling products, including skin care products, cosmetics, body care products, hairdressing care products, men's care products, baby care products, cosmetic tools and daily necessities, almost all L 'Oré al, Aubrey, Shiseido, Olay, Nivea, Johnson & Johnson, Mentholatum and so on.

core competitiveness

Guerlain positions itself as a mass consumer group, takes fashion parity chain as its development direction, and exports convenience, benefits and fashion value to consumers, with its own unique system core competitiveness and mature business model. Guerlain's role and responsibility is to provide consumers with good products and services. The magnification of domestic cosmetics is about 10 times, that is, the retail price is ten times the manufacturing cost. Guerlain hopes that through hard work, the entire cosmetics industry chain will be flattened, the profit rate will be reduced, and the tangible benefits will be left to consumers.

Beetle dream

German Volkswagen has a classic model-Beetle. 1981may15th, the 20 millionth beetle rolled off the assembly line in Mexico, creating a miracle in the history of automobile industry. Guerlain's dream is to become a beetle, unpretentious and existing in people's lives, regardless of material or spiritual, without class.

Guerlain plans to open more than 10000 stores, 3,000 direct stores and 7,000 franchise stores in the next decade, which will become a part of the life of ordinary people in China.

Guerlain will always strive to become such a store: men, women and children, from head to toe, everything, good quality and low price, guaranteed quality and comfortable shopping.

Their own channels, so as to enhance their value in the whole industry.