subject: Foreign Cosmetics Shops In The Chinese Market [print this page] Cosmetics Shops to fast-growing trend now become the focus of many manufacturers, because of its one-stop shopping and personalized service advantage, the same pro-gaze by consumers.
Present, the domestic market has been all over the four regional specialty stores, the number of chain stores have a considerable size. This also led to the International Day for the giant chain of franchised stores the attention of the Sephora had entered China and Hong Kong, Watsons and salsa are very successful in overseas brand cosmetics chain. Watson in particular, the early nineties to China, after seven years of hibernation in the low-key, the last two years suddenly accelerated. All large and medium cities in China to conquer new territories, crazy expansion.
Their many years of management experience, huge financial advantage, logistics network strength, and with all the good-known cosmetics brand Cooperation Background and superior bargaining power, is bound to do so loudly yet strong Chinese local cosmetic shops tremendous pressure on the operation.
Different strategic planning decisions of different strategic orientation. Foreign cosmetics shops are basically using the same method: first flagship store built in the fashion capital?? Select downtown section of Shanghai or Beijing or the well-known companies such as Huaihai Road, the commercial side set up shop, and then use high-end impact, the surrounding spread around by the high and low to the expansion. Such as "Sephora" "Salsa" first set up Shanghai Huaihai Road, Watson's start with the PRD layout, re-line access to the Mainland cities, and gradually spread. The original "Guerlain Girl" low-end brand in the urban fringe or rural markets, as new experimental field, use the easier approach, the cost is not in the experimental test their own unique offerings Takada ground weapons, to build their own customer base, This development model which bonuses for strength and level of management, talent building local enterprises rather less than perfect learning and reference.
Present, the number of 34-line store brand basically freestyle development, as long as franchisee to join, as long as you like, think of what conduct on which to carry out, not much planning and control, does not exist in the strict sense of the management.
With the entry of foreign shops, the industry had "crying wolf" wonders. In fact, the address of these shops were in the front line and some second-tier markets, and specialty stores in the area of domestic cosmetics little overlap. In the category, the also to foreign brands, to meet the higher demand for more fashion consumers. In recent years, will not have local shops in reality a threat. Is added to the cosmetic industry up to a beautiful scenery.
Can be said that local cosmetic shops have a lot of space and time to develop. And then the pace of foreign supermarkets to enter the country is different now in the country, full-scale specialty stores has been formed, in their own area which has already begun with various adjustments in response to changes in the industry and consumers.
The face of menacing foreign franchised stores, we could stride to face. Learn from them shop more advanced management of product structure, distribution, thereby enhancing the competitive barriers, enhance marketing capabilities, upgrade customer service value.
A history 1, Hong Kong Salsa
Hong Kong Sa Sa International Holdings Limited was founded in 1978, Causeway Bay, Hong Kong, is Asia's largest cosmetics store group, has 34 stores in Hong Kong, 62 outlets in Asia, selling more than 400 brands and 15,000 kinds of products. Salsa
currently seven major markets in Asia including China, Hong Kong, Singapore, Malaysia, Taiwan, Thailand and Macau, more than 90 retail stores and counters, selling more than 400 brands and employs 2500 hundred. As of the end of March 2007, the annual turnover of nearly 3 billion Hong Kong dollars. 2005 Huaihai Road in Shanghai, Nanjing West Road out two stores, it opened in 2006 in Chengdu Proxy Brand counters, in 2007 to open three new stores and cosmetic counters 6, 2008, plans to expand to 10 stores and open market in Beijing, 2011, plan to set up more than 100 shops, of which Shanghai accounted for 25.
