1, daily chemical specialty stores should strengthen their services.
With the change and enrichment of retail formats, cosmetics franchise stores that are booming in the third-and fourth-tier markets are also limited by the scale of funds, product types and service moisture, and it is difficult to compete with comprehensive large supermarkets. Large supermarkets can provide consumers with a good shopping environment, entertainment measures and one-stop convenient shopping, which makes cosmetics franchise stores far behind. Measures such as improving service level and increasing added value with services have become the breakthrough direction of many cosmetics franchise stores.
Give full play to the upper hand in the market.
With the increasing prosperity of KA chain supermarkets, sales are sharply concentrated in the terminal oligarchs, and a large number of cosmetics daily chemical line manufacturers and brands are competing to chase. Excessive expansion leads to the scarcity of terminal resources, the shortage of channels, and the soaring cost of channels. Large supermarkets also have the disadvantages of high operating costs and high risks from channels. In second-and third-tier cities and economically underdeveloped areas, daily chemical specialty stores can still have a large market share. Their business area is generally 10 ~ 20 square meters, and most of them are located in relatively prosperous areas or close to major commercial markets. They have strong community attributes, good customer relations and business reputation, a fixed consumer group and a wide range of business categories. Skin care products are the main category, and there are also many washing, make-up, perfume and personal care products. In second-and third-tier cities, wealthy towns, southwest, northwest and north China, the market advantages of small and medium-sized cosmetics franchise stores are more obvious, and the overall sales volume of small and medium-sized cosmetics franchise stores in departmental areas can reach more than 40% of the regional market share.
At the same time, the specialty store of daily chemical products also has certain operating advantages, such as low distribution pressure, flexible payment method, low entry cost, convenient communication and management, and fair input-output ratio. Therefore, the basic strategy of daily chemical franchise stores to compete with large supermarkets is to give full play to their own market advantages and win the market from the marginal markets with weak competitors. The successful operation of franchise stores can not be separated from four basic premises: 1 rich products. 2. The right price. 3. Ideal pavement. 4. Have certain business thinking and business philosophy.
3. Strengthen brand image building.
In view of the weakness of large-scale supermarkets that is not conducive to brand establishment and promotion, having the same brand VI image, store display, service scale, business philosophy and a series of governance norms are the four barriers to the competition between daily chemical specialty stores and modern large-scale supermarkets. At the same time, when manufacturers have a series of business advantages such as establishing the same procurement channels, distribution system, business promotion and operation, advertising customization, etc. The profit of small and medium-sized cosmetics franchise stores can be guaranteed.
Based on brand model, innovating brand value in time and shaping brand image effectively are the key factors for enterprises to remain invincible for a long time. Therefore, from June 2006 1, Gao Qian began to fully implement the "image output optimization project of thousands of terminals and thousands of stores" with the purpose of "building terminals, shaping images and innovating brand value". Perfect the brand image construction of franchise stores, and make the same plan for the final CI governance. Only in this way can we think that terminal stores can not only expand customers, but also improve sales performance and profitability without confusing target consumers. This is because the specialty store of daily chemical products is not only conducive to brand promotion and brand expansion, but also can better display the corporate image and highlight the business philosophy and product characteristics of the enterprise.
4. Implement unique promotion.
Although large supermarkets have intensive promotion and strong promotion efforts, they cannot carry out the promotion process independently, with weak pertinence and small differences, and more importantly, they are restricted by many preconditions. The franchise stores have flexible spatial layout, strong market orientation, and independent promotion is the biggest advantage. The promotion of franchise stores needs careful planning, deployment and preparation according to the characteristics of different regions, different stages and different seasons, and makes innovations in products, advertisements, terminals, mobility and other aspects to form a strong promotion force, thus greatly promoting sales and ensuring the success of promotion. In April, 2006, according to the operation rules of Fujian market, Gao Qian Company planned the promotion process suitable for local market franchisees, focusing on the promotion of "Gao Qian green tea, Weixi and plant elements", and put forward "the beauty of green tea, the irresistible summer temptation" and "Did your skin drink green tea today?" Wait for the slogan. The language is vivid and imaginative, and then it is associated with the impulse to buy green tea products. Every beautiful single advertising page is printed with propaganda slogans to cooperate with sales promotion to achieve the flow effect.