A single brand, a back cabinet or a front cabinet, natural sales or skin care products promoters to promote the makeup of the makeup, has disappeared in the channels of Shaanxi A and B cosmetics stores two years ago. Instead, many brands such as Maybelline, Youlai, Kazilan, Kefran, Qiaodi Shanghui, and Blue Love are stationed in franchise stores or regional department stores, not only in the brand structure, but also the dual goals of establishing image and improving profits. And manufacturers and agents have sent professional makeup artists to the terminal for professional promotion training for different channels, and will also hold large-scale theme promotion activities similar to skin care brands.
　　 Although the status of the make-up market is second only to skin care products, the narrow and long terrain in Shaanxi has led to the uneven development of the north and south regions: the dry climate in northern Shaanxi and the lag of consumption concept have hindered the promotion of domestic cosmetics; the southern Shaanxi department store and the A-class franchise store are strong. Well-known makeup brands drive the rapid increase in makeup consumption; while the Guanzhong area is in the middle, and the full development of cosmetics terminal stores also brings full development space for domestic makeup brands.
　　 Multi-brand layout: Shaanxi enters the rapid development of makeup
　　 There are 3 branches in Sunshine Beauty Cosmetics Store in Baoji City. The chain system not only sets the brand of skin care products such as L'Oreal Paris, Yuxi, Nivea, Shiseido, but also many makeup image counters such as Maybelline and Youlai. The grades and scales are among the top in the Baoji terminal store channel. “Because of the exclusive operation of the Sunshine Beauty Store in Baoji City, the Yulai makeup of Shiseido accounts for a large proportion of the overall sales of the store.†Sunshine Laguna International Plaza Store Chang Maqiong told reporters that with Shiseido's comprehensive membership management system and a relatively complete product line, the purchase rate and return rate of Ulead makeup are high, becoming the dominant brand of high-end makeup, while Maybelline relies on brand influence to sell through nature. Occupy mid-range makeup leadership.
In fact, the multi-brand strategy of make-up has been popularized in the channel of Baoji Cosmetics. At the same time, Dingding Cosmetics Store has set up Maybelline makeup counters, and also introduced Kazilan into the store. The makeup area and sales scale account for more than 20% of the whole store. According to the store owner Lin Dingding, the current dailyization will be with Shanghui. Wait for a number of make-up brands to negotiate into the store, enriching the color cosmetics category.
Many franchised store owners and agents of Baoji said that in the current franchise store channel, the price of Maybelline products is between 40-90 yuan, mainly for young wage consumers, while Kazilan, Qiaodi Shanghui, Blue Love, Lancer The price of domestic brands ranges from 20 to 100 yuan, which not only covers the customer base of Maybelline, but also attracts students and mid-range consumer groups through promotions. The sales scale and crowd coverage are much higher than those maintained by Maybelline, plus Maybelline, etc. The joint venture make-up brands rely on natural sales, so the sales volume is lower than the domestic make-up brands, and the overall trend is downward.
In addition to the franchise store channel, Baoji City, Kaiyuan Mall, Baoji People's Shopping Center, Tianxiahui Shopping Center, New Century Shopping Center, Ginza Department Store and other department store channels, in addition to Maybelline, Paris L'Oreal, such well-known makeup brands, Kazi Lan, Kef Lan, Qiao Di Shang Hui, color zone, blue love and other domestic make-up will appear in the department store sales at the same time, through large-scale member points redemption, buy gifts and other promotions to seize the makeup consumer market.
However, the rapid development of the Baoji makeup brand only represents the performance of the southern Shaanxi market. The development of color cosmetics in the north-south region of Shaanxi still shows great differences: Yan'an and Yulin in northern Shaanxi are close to Inner Mongolia, the climate is dry, the department store is dominant and the consumption concept is lagging behind. The promotion of domestic cosmetics is blocked; the climates of Xi'an, Baoji and Weinan in southern Shaanxi are relative. Wet, department store KA channel is strong, Class A cosmetics franchise stores are relatively mature, well-known makeup brands bring makeup consumption into more and more ordinary consumers' lives; Guanzhong area is in the middle, and the full development of cosmetics terminal stores Bringing a full development space for domestic make-up brands. Most agents said that the current domestic professional makeup is still only strong in the regional market in Shaanxi, and the overall promotion of the province needs a targeted marketing strategy.
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