Recently, Chen Guang Stationery announced that it will add cosmetics wholesale and retail business on the basis of its existing business. This move has also been interpreted by the outside world as Chen Guang Stationery's intention to find new profit growth points for the retail stores it has vigorously built in recent years. In recent years, Chen Guang stationery intends to transform and upgrade from stationery to cultural and creative life. In this process, its consumer groups also tend to be diversified. The key point is that this group of people is highly coincident with the consumer groups of cosmetics.
Similarly, at the end of 20 17, the clothing brand Blue Ocean Home sold cosmetics through its lifestyle brand "Blue Ocean Youxuan". And Sanfu Department Store, Mingteyoupin, Kule Wan Chao, Nǒme Nomi Home, MUMUSO Furong Life and other boutiques that mainly sell daily necessities also joined the ranks of selling cosmetics early.
It can be seen that beauty is increasingly becoming the "standard" of this kind of fashion retail channels, but conversely, is this kind of channel suitable for the development of beauty brands?
Younger age, lower unit price
By visiting the market, it is found that most fashion retail stores are affiliated to shopping centers and shopping centers, and are generally concentrated on floors with large traffic. Take B2 floor of Shanghai Global Harbor as an example. Due to the connection of catering, supermarket shopping and subway transportation, the flow of people on this floor is generally large on weekdays and weekends, and cool music, KK pavilion, famous products and hibiscus life are all located here.
Because the goods sold in the store are concentrated in jewelry, household items, snacks, stationery, beauty cosmetics and so on. And the price of goods is low, such retail stores are more attractive to the student party, and the mainstream consumer groups are mostly consumers after 90 s and 00 s. Based on this, most cosmetics sold through such channels cater to the appetite of young people, with younger brand tonality and more lovely and simple product design style. Beauty products include beauty tools, skin care products, make-up, personal care products and beauty instruments. The sales price of a single product is mostly between 10-50 yuan, and generally does not exceed 100 yuan.
▍ From left to right, from top to bottom are: cool music, fashionable play, famous and excellent products, blue ocean optimization, and beauty area in Muji store.
Judging from the attribution of beauty brands sold in stores, there are two main ways: the store's own brand and the introduction of other brands. Among them, Sanfu Department Store, Kule Wan Chao, KK Pavilion and Polymono mainly sell by introducing beauty brands. Well-known products Nǒme and Furong Life, including Lanhai Youxuan and Muji, mainly sell their own beauty brands. It is worth mentioning that in addition to its own beauty brand, Mingteyoupin also introduced a few men's skin care brands such as L 'Oreal Men and Mentholatum. Furong Life has introduced some suitable herbal products.
▍ Appropriate herbal products are displayed in Furong Life Store.
It is observed that among the above-mentioned shops, only the beauty products of KK Pavilion, Sanfu Department Store, Mingteyoupin and Furong Life account for a relatively large proportion, while the beauty products of other shops account for a relatively small proportion. For example, the beauty products of Kule Wan Chao Store only occupy two small shelves, while Polymono Store only has 1-3 beauty brands. Moreover, most of these stores mainly sell "small and beautiful" make-up products, while skin care products mainly promote mask categories. Take KK Pavilion as an example. Its positioning is an imported retailer, and most of the goods in the store are imported from online celebrities. Among them, a whole wall is displayed with imported online celebrity masks, and moisturizing spray products in skin care products also account for a certain proportion.
The corner of the beauty section of KK Museum
It is relatively difficult to run your own beauty brand.
Even Muji's own beauty products will inevitably be spit out by some consumers as "chicken ribs". It is not easy for fashion retail stores represented by famous products, Nǒme and hibiscus life to make their own beauty products.
In the filing system of domestic non-special cosmetics in official website, the State Administration of Medical Supplies, some products showing famous products, Nǒme and Furong Life's own beauty brand, all have the latest records of being ordered to rectify, and the reasons are different. Among them, the famous Huaying Transmuscular Isolation Cream (milky white) was found to be unqualified in the finished product inspection report in 2065438+2007 65438+2007, and the formula contained talcum powder, so the finished product should be tested for asbestos index; The words "entrusting party" and "entrusted party" on the package cannot be replaced by "agent" and "producer", and it shall be ordered to make rectification.
Nǒme's own brand Noumi Moisturizing and Brightening Double-headed Concealer (white complexion) was ordered to rectify on February 26th, 2018/8 due to incomplete product safety technical information. 201Feb. 9, 2008, Furong Snail Shurun Firming Revitalizing Emulsion was ordered to be rectified due to failure to submit filing materials.
▍ Intercepted from the filing system of the State Administration of Pharmaceutical Products (June 10 screenshot)
In the process of shopping, we can see that most consumers who enter the store are generally more interested in household items and nail polish products in the store, followed by their own cosmetics. The single beauty products in the store and concerns about the quality of low-priced products are the main reasons. However, low-priced tools such as powder puff and cotton pad sell well.
Sales volume is determined by many factors.
Sanfu Department Store, founded in 1992, is one of the early fashion retail stores selling imported beauty brands. According to an insider who did not want to be named, Sanfu Department Store's beauty sales are relatively good. In Sanfu Department Store of Minhang Wanda, you can see domestic beauty brands such as Nature Hall, Marie Daijia, Kazilan, Ye Yi, Hanhou and Puwei, imported masks such as Chunyu and JMsolution, and some products of foreign brands such as L 'Oré al and Maybelline.
In the process of visiting the store, we can see that during the Dragon Boat Festival holiday, the promotion in the store is relatively strong, and the mask products are designated to buy two and get three free, and the skin care products are designated to be reduced by 50% when they are over 150. Some products are even sold directly at promotional prices and special prices. According to the staff in Sanfu Store, the activities in the store are generally carried out in stages, and the activities during holidays will be more intense than usual.
Sanfu department store vigorously promotes beauty cosmetics.
There are nearly 10 cosmetic brands on the cosmetics display shelf in Sanfu Department Store. Among them, some make-up products of CUICU Kuku are also sold in Kule Wan Chao Store. In addition, some beauty products of Kule Wan Chao Store also posted promotional tips of "Half price for the second one" and "Two for 99 yuan". According to the staff in the store, Sanfu Department Store and Kule Wan Chao are not open for joining at present, so the categories of goods sold by stores all over the country are generally consistent with related activities.
Sanfu department store nei beauty cosmetics qu
Unlike the above-mentioned shops, KK Pavilion is an imported goods collection shop. 20 14 cut into physical retail by importing snacks, beauty products and personal care products, and the proportion of beauty products in the store is greater than that of Sanfu department store and famous products. During the visit to the store, we can see that there is no similar promotion in KK Pavilion. The sales price of beauty products in the store is almost synchronized with the online price of products, and the highest price of a single product is generally not higher than that of 200 yuan.
On the one hand, the price and optional brands of beauty products in fashion retail stores and the concentration of passenger flow also occupy an important position. In the Polymono store in Wuyue Square, Qingpu, the manager said that the only makeup brand in the store was not going to sell any more because of its "average sales volume". Moreover, the store manager revealed that due to the decision of mainstream consumers in the store, the price of makeup brands launched in the store is lower. "The average student buys more, and adults buy more big brands." However, the store manager also said that in Polymono stores where other consumers are relatively concentrated, the sales of makeup in their stores are not bad.
▍Polymono and its in-store beauty cosmetics area
It takes time to explode.
The above-mentioned insiders said that the advantage of fashion retail stores lies in the large passenger flow of such stores, so the sales of beauty products are much higher than those of traditional channels. Moreover, there are many ways of cooperation between beauty brands and fashion retail stores, among which monthly settlement and cash purchase are the most common, but the final way of cooperation between the two sides depends on the negotiation between brands and stores.
Relevant persons in KK Pavilion confirmed this. The source said that the cooperation between KK Pavilion and fixed beauty suppliers in the store usually takes the form of monthly settlement. When introducing beauty brands, "KK Pavilion is more committed to making young girls who love beauty feel the fun of shopping", so it tends to give priority to brands with relatively close product prices.
Because the brand positioning and brand tonality of different stores are slightly different, the above-mentioned insiders said, "Fashion retail stores are a potential beauty sales channel, but they are not suitable for all brands." However, based on the characteristics that the channels are dominated by young consumers, generally speaking, it is more suitable for young and fashionable beauty brands to enter such stores.
At the same time, insiders also pointed out that although there are many fashion retail channels, there are not many shops that really try to make beauty products. "Many chain stores don't realize that they can also sell beauty products while selling small department stores." Therefore, the channel has not yet formed a scale. "Many stores are in the stage of trying to make beauty, and they have not yet formed a big chain reaction." However, this does not prevent people in the industry from being optimistic about the future of fashion retail channels.