Cosmetics brand supermarket open counter
Cosmetics brand supermarket open counter
Supermarket cosmetics counters are cheaper
For most women, they are used to going to the cosmetics counters in the mall to buy skin care products. However, some women found that the cosmetics in the shopping malls are getting more and more expensive, but the supermarkets have learned to open up the cosmetics counters in the big shopping malls. Not only the newly opened Tesco supermarkets, but also Carrefour, Wal-Mart and local supermarkets Ginza and Hualian, etc. There are cosmetics counters, ranging from three or four brands to more than a dozen.
In the Wal-Mart supermarket, Olay, L'Oreal, Revlon and other cosmetics counters are located not far from the entrance of the supermarket. Like L'Oreal's shelves, displays, areas and cosmetics counters in the mall, sales staff are wearing branded clothing. At first glance, I thought it was the cosmetics area of the mall.
Consumer Chen said that this summer, she found the L'Oreal counter in the supermarket to do activities, there are special sales staff to recommend skin care products according to her skin, and the same as the services purchased in the mall, there are also points rewards and buy gifts, Coupled with some products to participate in the supermarket's promotional activities, the price is even cheaper than the counter. "The same goods, supermarkets are more profitable than the mall counters." Since then, Miss Chen has changed to buy skin care products in the mall.
L'Oreal Group's most advanced supermarket
In fact, as early as around 2008, some brands of L'Oréal Group began to open counters in supermarkets. According to the sales staff of Ginza Underground Shopping Plaza, about two years ago, L'Oreal Group first opened a counter in the supermarket, when L'Oreal was The four brands of the group, L'Oreal Paris, Little Nurse, Garnier and Maybelline, all entered the supermarket. Then some big foreign brands like P&G and Unilever demanded to open counters in supermarkets. After two years of development, more and more cheap cosmetics opened counters in supermarkets, such as Pond's, Olay, Nivea, Kocai and other good-quality cheap cosmetics, have set up camp in the supermarket. “Cosmetics entering the supermarket is also in line with the trend of consumption, indicating that women are paying more and more attention to the price/performance ratio of products rather than the added value of packaging and advertising.” Liu Xiaomei, sales manager of Suomei cosmetics brand Jinan District, said that when they planned to enter the supermarket or the shopping mall, they conducted a survey. Some large supermarkets have an average daily passenger flow of tens of thousands of people, and the average consumption is above 70 yuan. For a cheap skin care product with a bottle of tens or even a hundred yuan, the popularity and spending power in the supermarket is not worse than the shopping mall. Some mature brands, sales in the supermarket for up to several million yuan a year, no worse than opening a counter in the mall. Therefore, many affordable brands have begun to regard the supermarket as a fragrant scent, and they have been asked to settle in.
Small and medium-sized brands are forced out of the mall
"The big shopping malls don't have the money to enter." Haoxin plastic said that cheap cosmetics opened in supermarkets, but also forced by big shopping malls. Open a cosmetics counter in the supermarket, 50 to 60,000 yuan can be on a dozen varieties, and open a counter in the mall, only to enter the store fee will cost at least several hundred thousand yuan. Even so, cheap cosmetics brands can not enter the big shopping malls with money, especially in the last one or two years, Jinan's shopping malls have developed to the high-end, cosmetics and jewelry have become the brand symbol and image symbol of the mall, some high-end department stores to promote Own image, rush to introduce internationally renowned brands, and even take care of some high-end brands.
In addition, in the big shopping malls, brand upgrades and counter adjustments will be carried out almost every six months, and brands with lower performance rankings are easily removed by the mall. However, some international brands with poor sales, but with high brand awareness, will not be cleared. The mall will also remove the counter entry fee, deducting or even deducting the profit points that the store deserves. The domestic cosmetics, most of which are regarded by the industry as popular goods, cheap goods, etc., do not match the image of the high-end positioning of the mall, and are rejected.
Domestic brands once again missed the opportunity
“In recent years, more and more high-end skin care brands have poured into Jinan, and shopping malls have to eliminate some middle and low-end brands due to limited space. This has also led to more and more fierce competition in the cosmetics franchise stores. The positioning of supermarkets is more intimate, there are Helping low-end and mid-end skin care brands open up the mass market and expand market share. Today, supermarket cosmetics counters have become another important channel for makeup sales." The staff of the planning department of the Ginza underground shopping plaza introduced that the competition of cosmetics in the supermarket is also upgrading. More and more brands are not satisfied with the shelf-style operation, and they are demanding the establishment of open shelves, back cabinets and even counters.
However, some consumers have found that not only foreign brands in big shopping malls dominate the world, but even the counters of supermarkets are the main characters of foreign or joint venture brands. Domestic brands such as Dabao, Yiben Materia Medica, Ding Jiayi, Longliqi, Meijiajing, etc., are still shelf-type operations, and few counters and professional sales staff are set up.
Supermarket cosmetics counters are cheaper
For most women, they are used to going to the cosmetics counters in the mall to buy skin care products. However, some women found that the cosmetics in the shopping malls are getting more and more expensive, but the supermarkets have learned to open up the cosmetics counters in the big shopping malls. Not only the newly opened Tesco supermarkets, but also Carrefour, Wal-Mart and local supermarkets Ginza and Hualian, etc. There are cosmetics counters, ranging from three or four brands to more than a dozen.
In the Wal-Mart supermarket, Olay, L'Oreal, Revlon and other cosmetics counters are located not far from the entrance of the supermarket. Like L'Oreal's shelves, displays, areas and cosmetics counters in the mall, sales staff are wearing branded clothing. At first glance, I thought it was the cosmetics area of the mall.
Consumer Chen said that this summer, she found the L'Oreal counter in the supermarket to do activities, there are special sales staff to recommend skin care products according to her skin, and the same as the services purchased in the mall, there are also points rewards and buy gifts, Coupled with some products to participate in the supermarket's promotional activities, the price is even cheaper than the counter. "The same goods, supermarkets are more profitable than the mall counters." Since then, Miss Chen has changed to buy skin care products in the mall.
L'Oreal Group's most advanced supermarket
In fact, as early as around 2008, some brands of L'Oréal Group began to open counters in supermarkets. According to the sales staff of Ginza Underground Shopping Plaza, about two years ago, L'Oreal Group first opened a counter in the supermarket, when L'Oreal was The four brands of the group, L'Oreal Paris, Little Nurse, Garnier and Maybelline, all entered the supermarket. Then some big foreign brands like P&G and Unilever demanded to open counters in supermarkets. After two years of development, more and more cheap cosmetics opened counters in supermarkets, such as Pond's, Olay, Nivea, Kocai and other good-quality cheap cosmetics, have set up camp in the supermarket. “Cosmetics entering the supermarket is also in line with the trend of consumption, indicating that women are paying more and more attention to the price/performance ratio of products rather than the added value of packaging and advertising.” Liu Xiaomei, sales manager of Suomei cosmetics brand Jinan District, said that when they planned to enter the supermarket or the shopping mall, they conducted a survey. Some large supermarkets have an average daily passenger flow of tens of thousands of people, and the average consumption is above 70 yuan. For a cheap skin care product with a bottle of tens or even a hundred yuan, the popularity and spending power in the supermarket is not worse than the shopping mall. Some mature brands, sales in the supermarket for up to several million yuan a year, no worse than opening a counter in the mall. Therefore, many affordable brands have begun to regard the supermarket as a fragrant scent, and they have been asked to settle in.
Small and medium-sized brands are forced out of the mall
"The big shopping malls don't have the money to enter." Haoxin plastic said that cheap cosmetics opened in supermarkets, but also forced by big shopping malls. Open a cosmetics counter in the supermarket, 50 to 60,000 yuan can be on a dozen varieties, and open a counter in the mall, only to enter the store fee will cost at least several hundred thousand yuan. Even so, cheap cosmetics brands can not enter the big shopping malls with money, especially in the last one or two years, Jinan's shopping malls have developed to the high-end, cosmetics and jewelry have become the brand symbol and image symbol of the mall, some high-end department stores to promote Own image, rush to introduce internationally renowned brands, and even take care of some high-end brands.
In addition, in the big shopping malls, brand upgrades and counter adjustments will be carried out almost every six months, and brands with lower performance rankings are easily removed by the mall. However, some international brands with poor sales, but with high brand awareness, will not be cleared. The mall will also remove the counter entry fee, deducting or even deducting the profit points that the store deserves. The domestic cosmetics, most of which are regarded by the industry as popular goods, cheap goods, etc., do not match the image of the high-end positioning of the mall, and are rejected.
Domestic brands once again missed the opportunity
“In recent years, more and more high-end skin care brands have poured into Jinan, and shopping malls have to eliminate some middle and low-end brands due to limited space. This has also led to more and more fierce competition in the cosmetics franchise stores. The positioning of supermarkets is more intimate, there are Helping low-end and mid-end skin care brands open up the mass market and expand market share. Today, supermarket cosmetics counters have become another important channel for makeup sales." The staff of the planning department of the Ginza underground shopping plaza introduced that the competition of cosmetics in the supermarket is also upgrading. More and more brands are not satisfied with the shelf-style operation, and they are demanding the establishment of open shelves, back cabinets and even counters.
However, some consumers have found that not only foreign brands in big shopping malls dominate the world, but even the counters of supermarkets are the main characters of foreign or joint venture brands. Domestic brands such as Dabao, Yiben Materia Medica, Ding Jiayi, Longliqi, Meijiajing, etc., are still shelf-type operations, and few counters and professional sales staff are set up.
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