How to operate the chain store of skin care products?

First, the cosmetics chain business model

Business model is the general name of certain ways and means adopted by enterprises to realize the value orientation confirmed by enterprises according to their business purposes. Including the business scope stipulated by the enterprise to realize the value orientation, the position of the enterprise in the industrial chain, and the ways and methods to realize the value under this orientation. So what is the business model of cosmetics stores?

In order to make money, the business model of cosmetics stores is very important. To run a cosmetics store, we must find the demand points of consumers, so as to expand and really make money. How to run a cosmetics store? At present, cosmetics stores have three business models: one is a comprehensive store, selling popular brands and winning with low prices and large sales. Generally speaking, this type of store is located in the center of the city; The second is the sub-city business district store, which is opened in the sub-city business district, such as Chengxi and Caihe; Third, community stores, the so-called "front store and backyard" cosmetics stores, represent a brand of cosmetics and provide daily basic beauty care services.

In general, the rent of a good storefront in a lot is about 200,000 yuan/year, and the purchase fee is controlled at about 654.38+10,000 yuan. It is best to act as an agent for a single brand cosmetics with nursing service guidance, such as herborist, so as to avoid a series of complicated affairs such as finding purchase channels and equipment. With the strengthening of consumer rationality, the products of well-known companies and brands are more easily accepted by customers, and customers trust the products of well-known brands more. At the same time, brand products are more professional, emphasizing functional segmentation.

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If you want to do it yourself, you can go to Guangzhou, Shenzhen and other places to find the source of goods, and you can explain the situation to the supplier first. Each product has one or two samples to avoid excessive purchase costs. In terms of varieties, daily necessities can be added more, such as basic skin care products such as moisturizing and facial cleanser, and scrub exfoliating cream can be added less appropriately. Relatively few people use these products. It also needs to be equipped with some necessary equipment, such as imported instruments, ion sprayers, beauty beds, water heaters, etc., and the cost is about 80,000 yuan.

Cosmetics store business model: customers pull customers.

To open a shop, first understand the needs of customers. Before opening a store, we should investigate the predetermined target consumers to find out what price they can accept, how many times they will go to the beauty shop every week, and which products they prefer. These are all items that shopkeepers need to master, and only after understanding them can they do business according to the needs of consumers.

Secondly, the service attitude of the staff also determines the operating conditions of the cosmetics store. It is essential to keep up with the training of shop assistants. As a sales model of community stores, the quality training of shop assistants has also become a necessary lesson, and some basic beauty knowledge should be understood, such as skin recognition and the use of beauty instruments.

In addition, you can also use some preferential promotion methods to issue membership cards and cultivate members; Making 10 masks and sending them at one time can strengthen customers' brand loyalty to cosmetics stores, and adopt the way of "first-class customers-second-class customers" to attract customers and attract more people to enjoy services in their own stores.

Distribution content of leaflets

Pie is a necessary skill for the promotion of opening activities, but if you pay attention to the details, you can get good implementation results.

Second, how to operate the cosmetics franchise chain?

How can civilized cosmetics chains make more money? The way to open a shop can be roughly divided into two types: independent operation and chain operation. There are many problems to consider before opening up. If you want to run a brand cosmetics store correctly and truly, you often need to do it in many ways. How to run cosmetics chain stores well to make the business faster and better?

Hua Kai cosmetics store, simple and simple, complicated and complicated! If you want to do a good job in a shop, you often need to consider many factors, such as the choice of shop address, the selection of goods, the recruitment of employees, the opening of business and so on. In fact, these problems alone have kept you busy.

Choose a brand

Bad brand selection will be an important factor affecting store sales. There are many brands in the whole industry now, but it is very necessary to choose a good brand if you want to have a good shop business.

Nowadays, there are more and more cosmetic brands, and good brands and bad brands are mixed. Therefore, Mr. Brand will often affect your future sales. At present, the whole business model of cosmetics industry generally lives in a multi-brand and multi-category development model, and the distribution ratio of brands and categories is also very important. From the analysis of the whole market situation, some shops are so prosperous that the product categories are very evenly distributed. Nowadays, most consumers live in brand consumption, and at the same time, there are new products on display in shops, so mass goods are often very important.

We want to be professional and chain.

The success of any store operation is inseparable from its professional level, and so is the cosmetics specialty store. We should not only have a perfect store image, but also surpass other stores in professional quality. Specifically, it can provide professional beauty consultation and other services, as well as professional skin diagnosis, so as to have the ability to counter the impact of shopping malls and stores. In addition, it can also be made into a boutique store, such as perfume, cosmetics, men's cosmetics and so on. , thus forming its own characteristics.

On the other hand, we should consider the chain operation of cosmetics stores in order to gain a foothold in the fierce market competition in the future. Therefore, the implementation of chain operation can not only unify the establishment of stores, but also help to form their own independent brands, reduce sales costs through large-scale procurement, and gain the support of more manufacturers by virtue of its unique advantages, thus enhancing the comprehensive strength of the overall stores.

The skill of cosmetics shopping guide should be improved in the internal operation of the store.

The most critical factor in the management of cosmetics stores is the sales staff, so the daily training, weekly training and monthly training of sales staff are all necessary plans. The main purpose of training is to increase the sales of products. On the one hand, the promotion of sales volume depends on the brand, quality and price of products, on the other hand, it depends on the cosmetics shopping guide skills of salespeople. Generally speaking, customers can be divided into three types: straight to the target type, selective type and wandering type, and these three types of customer salespeople should be treated differently when shopping guide.

1. For customers who go straight to the target type, you can recommend some other products to use together. Such customers have a fixed desire to buy, so it is obviously unscientific for them to buy under another brand. Then, in skin care, we should recommend as many products as possible for customers to use together.

2. For carefully selected customers, you can match the package series for reference. Sales staff can introduce the effects of different packages, analyze the skin quality of recommended customers, and arouse the desire to buy.

3. For loitering customers, you can introduce some free beauty services or promotional activities of cosmetics brand franchise stores to arouse their interest.

Targeted shopping guide promotion will make it easier to promote sales.

Let the cosmetics shop guide master more customer communication skills.

For the training of sales staff, in addition to shopping guide skills, more customer communication skills need training. For example, master some skills to attract customers and open their hearts at the beginning of praise; Use different inquiry skills to understand the customer's needs, and you can use some rhetorical questions or closed questions to analyze the customer's types and needs through questions; Product introduction should be more skillful, such as digital explanation, example, composition and so on.