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Cosmetics store chain pattern leading the industry future trends in nanchang, Korea Vinistyle stores
Abstract: from a business development to store constructions chain, 2009, south Korean cosmetics store brand - Vinistyle (eu ni) in nanchang market achieved significant strategic turns. By 2010,[link widoczny dla zalogowanych], in nanchang stores to 5 home, brand membership as many as thousands, sales reached record high.
Owning a 15 square meters shop, for most of the operator speaking, almost isn't worth mentioning. But to live in nanchang HongJian couples, have particularly important significance. They just made use of this small almost orchestral platform, has created a another miracle. E
Undoubtedly, Vinistyle this foreign brands in nanchang areas of development, compared with other cosmetics brand and each store, it is solid and success. But this, it is also HongJian couples efforts and success, because they did what Vinistyle (eu ni) cosmetics stores.
From the foreword competition offers
In HongJian couples Vinistyle cosmetics stores around operating throughout the size cosmetics store more than 20 home, including some big cosmetic chain. Such Watson In the face of the fierce competition, was once so HongJian couple holding back. However, understand "management, take potential source of led after" the truth, they realized, want from the fierce competition is needed, choose to break a new path.
"At the beginning, we also consider doing more brand franchises, but as each big cosmetics brand channel sinking, franchises situation increasingly difficult. Large quantities of goods YaKu and higher management cost is to let our buyers. And as nearly 10 years of development, the market is saturated with specialist markets also tend to confusion, store's survival were very difficult." HongJian said.
Indeed, the past decade is known as cosmetics store "golden decade",[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], but with Watson, JiaoLan beauties such domestic large-scale chain-like enterprise channel sinking, the whole store market is experiencing an unprecedented shock. However, with the development of market economy, the customer to product and professional demand increasing, cosmetics store store is in the ascendant, run over the next decade, has been professionals widely regarded as cosmetics single brand chain stores the development of "golden decade".
After a series of market investigation, HongJian couple finally chose south Korean cosmetics store the channels. According to their introduces, at present, the cosmetics store in China has just started. However, in leading cosmetics market trend of South Korea, the cosmetics store has become the mainstream, occupied the market nearly 30 percent of sales. "We introduce Korean brand Vinistyle is eyeing the channels of potential. At present, Vinistyle in the country have more than 300 stores in China, is one of the best Korean brand, by this big tree cool, we have the confidence to do better!"
Started from 15 square meters
HongJian couples in nanchang jongshy road of the shop is opened in October 2009, stores, but only 15 flat created the monthly sales 20 million yuan of miracle. This is how to do it?
"In addition to Vinistyle brand itself products high performance-to-price ratio and the strength of the policy support large headquarters in outside, we store operating management of pushing SBA management pattern, i.e, a supermarket) (supermarket shopping environment, freedom is comfortable with comparable professional beauty parlour (beauty saloon) makeup nursing technique, to members of maintenance and management to take home appliance (appliance) as after-sale tracking service mode. This is the conventional cosmetics store unable to do so, is our core competitive advantage." HongJian answer straight in the heart of the mark.
HongJian also introduces a way: "the cosmetics store,[link widoczny dla zalogowanych], not specialized cosmetics store, but professional cosmetics store. This professional mainly reflects in for stores image of professional,[link widoczny dla zalogowanych], request from door head making storefront, shop decoration to brazenly design are fully comply with the brand culture elements and requirements, while in the store's pattern, for exhibits,[link widoczny dla zalogowanych], promotion zone, makeup &skin care area, cosmetic area, the district has a specific planning and design; this major still reflected in sales personnel product knowledge, makeup, professional technology, the salesperson can pass distinctive professional service lets consumer trust, to brand trust; at the same time this major still contained in store operator to store management professional, for example, shop management, the member management, sales management, training management and employee management, to make the deepening and professional, and can continuously adjust and improve the store's state and problems and make store for the best performance play."
According to statistics,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], Vinistyle zhongshan boutiques in nanchang is 13 million in July, August 20 000 mark is breakthrough, single sale breakthrough 200 yuan!