How to open a cosmetics store for beginners

How do novices open a cosmetics store

If a novice wants to open a cosmetics store, what are some good methods? Come take a look with me below.

Tips for opening a cosmetics store 1. Determine the business model

The future development of sales channels in the cosmetics industry should be specialty stores, large department stores, and large supermarkets A three-legged confrontation. The counters in department stores are high-end, attracting some high-consumption groups; supermarkets have a large and comprehensive development concept, with all-inclusive products, and sell products in exchange for profits; and cosmetics stores must be differentiated if they want to operate successfully. Route, we must have a characteristic business idea, be small and refined, in addition to selling characteristic products, we can also provide customers with more considerate services, so that we can have 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 you want to operate one brand of cosmetics or multiple brands of cosmetics. In addition to skin care products, do you also want to add some daily care products (such as shampoo, perfume, shower gel, etc.), makeup, nutritious food, etc. to the store? If the business model is determined, we can determine the brand owner and choose your purchase channel.

Tips for opening a cosmetics store 2. Brand selection (or selection of purchase channels)

Single-brand cosmetics stores generally adopt the form of chain franchises, with the brand The owner authorizes you to sell their products locally or provide corresponding services to customers. For example, Avon's specialty store, Guosutang's fruit and vegetable beauty store, or Shanghai Jahwa's Baicaoji, etc. Joining such a store generally has a relatively high safety factor. The brand owner will supply you directly, eliminating the need for intermediate links, and you don't have to worry about counterfeit goods, parallel imports, or insufficient supply. It’s just that the brand owner may have higher requirements for franchisees, and the investment may be slightly higher.

Another option is to open your own store and purchase the goods yourself, but this way, you are relatively more likely to encounter fakes and parallel imports (unless, of course, you are targeting the sale of counterfeit goods from the beginning. Or parallel import brand cosmetics). When opening such a store, it should be noted that the overall brand image will not be very good, and a lot of customers will be lost over time. And your supply of goods is not guaranteed. But this store may have one advantage, that is, it will sell a very rich variety of products, including cosmetics, color cosmetics, daily necessities, and accessories. But in this case, the characteristics of your cosmetics store will be lost. (In such a store, everyone can show their unique skills when purchasing goods)

In addition, some so-called 'cosmetic brand discount stores' have appeared on the market recently, offering low discount prices of 20-30% off. We should think more carefully about selling famous brand cosmetics to franchisees. Think about it, each famous cosmetics brand is an independent operating channel. It is impossible for them to sell their products to these so-called cosmetics franchise companies at a 20-30% discount, and then these cosmetics companies will sell them to you. They What do you earn?

Tips for opening a cosmetics store three, store location selection

Ok, now that the brand has been chosen in mind, the business model has been determined, and the purchasing channels have been secured, then it’s time to select a location. . Choosing a business address is very important. With a good store, your small store will have at least 60% success. You can refer to the following for site selection:

1. Local bustling business districts, areas where fashionable girls often visit and consume; (for example: Xidan, Di'anmen, Andingmen, Xinjiekou, Zhongguancun in Beijing and other places);

2. Large and medium-sized communities with dense staff and mature residential areas; (If your store also provides skin care services, it is a good choice to choose such a place);

< p>　3. High-end office buildings, commercial buildings, etc. are surrounded by popular shops, targeting high-consumption white-collar groups;

　4. It is best to be next to cosmetics, clothing stores and shops selling women-related products.

Tips for opening a cosmetics store 4. Store decoration

Once the place is chosen, decoration begins. If you are a chain store, the company will usually give you decoration design drawings. Decorate according to the style specified by the company. Generally, the design decoration grade is relatively high, and the cost may be slightly higher.

If your store is not a franchise store, but a specialty store where you purchase goods by yourself, the decoration style can be determined according to your own preferences, but in the near future it should be simple, bright, brightly lit, neatly laid out, and the products arranged in an orderly manner. The door must be beautiful. (Otherwise, people won’t go in as soon as they see your door)

Tips for opening a cosmetics store 5. First delivery

If you are a franchise store, you can work with your headquarters customer service department Communicate about products that are suitable for your local sales. Since the environment, weather, and consumption habits of each place are different, the goods allocated may not be very accurate at the beginning, but generally speaking, if you are a franchised brand, then they usually There will be a 3-month return and exchange period for returns and exchanges.

This risk is very small. But if you are not a franchised store, but go to the wholesale market to purchase goods by yourself, then you have to think clearly at the beginning about the products you need or the products that suit local consumption habits. Otherwise, it will be difficult to return or exchange, and you will end up in your own hands. . Generally, if you are a franchised brand, they will give you some brochures of related products for you to distribute to consumers during your opening or daily business.

Tips for opening a cosmetics store 6. Store layout (simple)

I won’t say much about the layout of the store. If you are a franchise store, just follow the instructions of the headquarters. If you It's not a franchise store, it's a specialty store where you purchase your own goods and you can decorate them according to your own preferences. The placement of products is very knowledgeable. Expensive and high-profit products should be placed at eye level. Do not place too many products, otherwise others will think they are worthless. Out-of-season products or low-profit products should be placed on the lower floor. In the cabinet, it is suitable to place more promotional products and stack them more. (Remember to hang some posters, pay homage, and decorate the store with silk flowers or fresh flowers, but not too many, otherwise the focus will be lost)

Tips for opening a cosmetics store 7. Recruiting staff

If your store is not very big, you can just hire one more employee, but it is required that the skin should be good, the image and temperament are good, and those who have been engaged in beauty or sales of cosmetics are preferred, but you must let them know before taking up the job. She knows the products sold in your store and understands the product knowledge. In this way, there will be no problem when telling customers, because you need to know that you are an opinion leader, and you and the sales staff should educate customers on what products they should use. How to use the product. The mastery of sales skills and professional knowledge has a very important impact on your sales performance.

Tips for opening a cosmetics store 8. Have a good start

Apply for a license (please go to the 'Business License Application Consultation' section to view more relevant information) If you sell nutritional and health food, you need to apply for it Health permit, your store clerk must apply for a health certificate. Well, after a period of preparation, it’s time to open the business. The preparations for the opening must be sufficient. Don’t rush to open the business. Wait until all the preparatory work is completed.

Popularity is very important during the first month after opening, so publicity must be in place, such as sending it to DM, and making some advertisements according to the city's conditions (MMs in Beijing and Shanghai are not suitable for newspapers) Advertising, too expensive). If conditions permit, you can also do some subtitle ads or image opening ads on local TV stations.

Be sure to do some preferential activities when you open the store, such as giving gifts when you enter the store, 20% off when buying products, etc., or giving away something with a purchase, etc. Of course, the gifts must be unique and meet the needs of the girls. In addition, when you open your business, you should mobilize your surrounding friends and relatives to support you and let them come to your store to buy products. But when you first open your business, there are many things that need to be understood and adjusted, so be sure not to get into trouble in the middle of a rush. ;