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| Domestic cosmetics need to walk with more legs |
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| Channels are king. The truth of the market will not be an exception in China's cosmetics industry. Not counting foreign brands, there are thousands of domestic cosmetics manufacturers, the market competition is very fierce, naturally triggered by channel competition. Foreign brands firmly grasp the high-end channels such as department stores, domestic brands can only compete in supermarkets, franchised stores and other channels. Of course, some local brands have gone through a "normal" way, that is, to open brand stores. Originally a very normal business format, but in the domestic cosmetics industry is regarded as "heterogeneous". Brand stores are not licensed according to the convention, or can not be seen in Department stores, supermarkets, franchised stores and other first three mainstream channels "mix" down the helpless move. In fact, with the maturity of the industry, all the laws embodied in the mature industry, will gradually appear in the field of cosmetics. Brand stores will not be an exception, but will also become one of the mainstream channels of cosmetics. But why can't a brand store look too hot now? Chen Xi, general manager of Boya Cosmetic Consulting Agency, has pointed out that the reason is that there are still some conspicuous customers among the well-known international brands, which are reluctant to go to the street to consume. In addition, it is difficult for a city to become a businessman. Who will be the first to open a store? However, Chen Xi also believes that this is only a stage of market development, but also a matter of time. Brand stores have obvious benefits for the brand, which can well display the brand image and the latest products, and enhance the brand premium. For customers, brand stores give people a sense of trust, quality and workmanship in all aspects have a sense of assurance. And can enjoy professional services, because brand stores will pay great attention to brand reputation, practitioners are generally rich in professional knowledge, and provide professional services. Brand stores in the cosmetics industry are also facing difficulties in operating multi-brand stores: rising labor costs, rising rents, changes in consumer spending habits and so on. In addition, there are competitive pressures from other channels of cosmetics. Especially when the domestic cosmetics brand has no appeal, blindly implementing the brand monopoly store is very risky. Nevertheless, with the emergence of consumer personalized needs, some brand attempts, brand stores in the field of cosmetics has been gradually approaching. However, it is noteworthy that the channel model of single-brand monopoly store is not suitable for all brands, only the brand with a certain market appeal can provide rich choice of goods for the target consumer group. Therefore, it is suggested that powerful cosmetics enterprises can walk on more than one leg, without giving up the existing channels, put forward certain strength to represent an important force in the future brand store channel |
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