How to promote cosmetics sales channels

Supermarkets and hypermarkets have become the main channels for mass cosmetics.

Supermarkets and hypermarkets are generally located in residential areas, and they are consumer places frequented by ordinary people, with stable passenger flow. Most of the cosmetics here are middle and low-grade and basic cosmetics. Except for a few brands that set up counters, most of them are classified according to product functions, such as cleaning, skin care and facial mask, mainly to meet the daily needs of ordinary people. Due to the large business area and variety, price has become the main means of competition. Hand cream for autumn and winter promotion and sunscreen for spring and summer promotion have almost become the usual tactics for cosmetics promotion in supermarkets. At present, it has gradually evolved into the main channel of mass cosmetics sales.

Shopping mall counters become high-end brands "Xiutai"

Most department stores are located in the central business district, with a large passenger flow. The cosmetics department is generally located on the first floor of the mall, with an excellent location. Setting up a counter here not only has a sales function, but also plays a role in displaying the brand image, so it has become a battleground for major brands. Now almost all international first-line cosmetics brands can set up counters in high-end department stores, such as L 'Oré al, Maybelline, Lancome and Dior. Because the goods are basically purchased directly from wholesalers or manufacturers, the reputation is very good, and basically no fakes will be bought. However, with the rise of various new sales channels, the sales model of department store counters, which once occupied nearly 70% of the cosmetics market, is decreasing day by day, showing a dilemma of mature market but weak growth.

Franchise chain stores have sprung up and become the mainstream terminal.

If you ask fashionable urban women where they usually buy cosmetics, you will often hear the words Watson, Sephora and Guerlain, all of which are the names of cosmetics franchise stores. In recent years, with the differentiation of the channel system and the evolution of professional services, a large number of cosmetics stores have sprung up in Beijing. They have a number of stores in the form of chain operation, specializing in cosmetics sales, with obvious price advantages. Compared with traditional channels, richer product lines, more specialized services and more favorable prices have won them a considerable number of loyal users. According to statistics, at present, there are more than 65,438+10,000 daily chemical specialty stores in the domestic market, and they are still growing at an average annual rate of about 30%.

Beauty shops and pharmacies have become new growth points.

Selling cosmetics in pharmacies is Vichy's successful move. The slogan "only available in major pharmacies" is deeply rooted in people's hearts, which not only shows the professionalism of skin care, but also increases the trust of buyers. Beauty salons are professional channels, but brands such as Clarins, Youlan and Lamo have set up their own "specialized" beauty institutions while setting up counters in shopping malls. This "counter+beauty salon" model allows consumers not only to buy products at the counter, but also to enjoy various extended services in the beauty salon of the same brand. For the enterprise, it not only expands the sales channels, but also transmits the feedback from consumers to relevant departments in time, so as to adjust the strategy in product research and development, market strategy and so on.

Online shop sales are hot, and products are mixed.

In addition to all kinds of store sales, store-free sales have also become an important channel for cosmetics sales, mainly including direct sales, TV shopping, online shopping, telephone shopping, catalogue sales and so on. Japanese cosmetics brand DHC has opened two virtual sales channels: online and telephone. The target group of non-store sales is mainly new and new people, who are easy to accept new things and have strong spending power. With the rise of shopping websites such as Taobao and Yi Bei, cosmetics have become a hot topic in online shopping. However, nowadays, the imitation of cosmetics is escalating, and it has reached the point where it is difficult to distinguish between true and false. The virtuality of online shopping allows consumers to judge only by the seller's product pictures and "touching" rhetoric, which is undoubtedly a big test for consumers.