Township cosmetics franchise store market research report

Inscription: When the whirlwind of Watsons was blown from the big city to the central city and quickly detonated the revolution of the cosmetics channel, then what kind of consumption situation is the township market in the area where most of the villagers and towns in China are located, the days of selling the cream must go No longer returning, what product categories are they selling now? Under what circumstances is business cooperation? Where is the price acceptable to township consumers? What is the trend in the next 3 to 5 years? The key is how we are taking advantage of the situation. , what form to take to integrate these resources and so on. This is a concern of industry experts and daily chemical manufacturers. As a result, Mr. Chen Lichao, a senior researcher from China Brand Research Institute, conducted a field survey of 25 townships in northern Henan, and then recorded, summarized, analyzed and summarized them.

C. Price System----With the overall development and improvement of the daily chemical industry market, the price score of the township daily chemical market has been greatly improved in the past two years. The overall retail price of skin care products can be sold from about 20 yuan to more than 100 yuan, but the overall price is 30 yuan - 60 yuan. The price system of hair products is basically stable. Within the existing price system with the second-line domestic brands as the main body, the price of individual hair products brands with different differentiation concepts has increased.

D. Storefront Image---According to the sample statistics of this survey, the store image within the overall survey is 50% poor, 40% in general and 10% better. The so-called poor refers to the absence of ceilings, floor or wall decoration, no uniform counter image or the use of very outdated counters and product display images, no or use of in-store environments such as poor store moves; It means that there is basically a simple decoration in the store floor and wall, and there is a more uniform counter image, although it may be outdated or very old. The product display brand setting is more reasonable.

E. Management Thoughts----According to the sample analysis of the market, the overall target market store owner's business thought state is divided into three situations. 50% of shop owners are not satisfied with the status quo, feel that there is a crisis of business, and that the business is not good, but it is not a good way to find and solve problems. In general, it is hoped that good product policies and suppliers will support a large number of materials and personnel. 20% of shop owners are satisfied with the status quo, and they feel good about themselves, both in business management and in store image and in sales transactions. They do not want and do not need external factors. 30% of store owners feel that the business status itself has problems, but there is a deep inertia that is not willing to think deeply about the ways and means of change, can accept external information, but can not make full use of this information to assist the reality to guide and change the current situation.

F. Business situation ------ According to market sample analysis, the current operation situation of the overall township cosmetics store is in a stage of rapid development. Basically, there are more than three professional cosmetics stores in each township, and some development trends Good even more than ten. And there are a steady stream of latecomers who are about to enter and are entering. Moreover, the development of the store is an extension of more and more specialized, large-scale, and turn-by-turn service. For example, from the implementation of promotional activities, the introduction of brands, the decoration of storefronts, the investment of image cabinets, the establishment of customer files, the rewards of consumption points and so on. This format has been continuously improved in the process of development. This makes the township cosmetics franchise stores from amateur to professional, from small to large, from single store to chain, with a single sales product to create a brand image to enhance service awareness, from a single request for market profits to feedback customers to cultivate customers, create shopping Environment and so on.

G. Single store investment value ------ According to the consolidation of the market sample, with the development of the industry, single store investment is also increasing. At this stage, the investment in a small and medium-sized store in the township is generally 30,000-50,000 yuan, and the investment in a medium-sized store with a certain image is between 6 and 100,000 yuan. The general ratio is rent: renovation: product = 20:30:50. At the same time, the annual turnover of small stores or business with a good business is generally between RMB 100,000 and RMB 200,000. The stores with an annual turnover of RMB 30-500,000 are medium-sized and well-shopped, and now the township cosmetics franchise The store also has a number of stores with a business status of a considerable size, and a single store with an annual sales turnover of around 1 million.

Comprehensive analysis----Comprehensive data analysis of this market adjustment, the current township cosmetics franchise store market is in a high-speed development stage. At the time when Watson's main battlefield in the central city is in full swing, can we directly tear the gap in the so-called four-level market in the township, ignite the fire of the stars and form the trend of the original. In fact, the conscious person has been acting!

Yan Lixin, a deep-immersed Japanese chemical industry for 12 years, a senior Chinese combat manager.

Chen Haichao, researcher of China Brand Research Institute, China's beauty industry 2007 annual review team expert.