I opened a cosmetics store, what can I do to win the trust of customers!

On September 3rd, 65438+4, China's "Gold Salesman" selection and award ceremony was held at Tiantan Holiday Hotel in Midtown. The purpose of this activity is to highlight the advanced dealers in various professional fields, so that they can gain greater brand effect and business space, and write a colorful stroke for them in the "Evolution History of Dealers in China".

Chen: Thank you for giving me this opportunity to get to know you. What I want to talk about today is the characteristic management of cosmetics franchise stores, which is actually a big topic. From this point of view, we didn't pay much attention to dealers before, but now we find that we must push the terminal more forcefully. Only when our goods go down can we be more effective and serve lower-level customers, which is our sales. So, let's talk about our end customers.

Let's talk about cosmetics stores. Cosmetics franchise stores mainly sell skin care products, and 70% of them are also engaged in skin care. A few of these professional services are also engaged in beauty and makeup services. Cosmetic franchise stores generally refer to those directly established by brands or directly operated by local distributors, which only operate a certain brand or a certain cosmetic system. In general, such retail stores all contain or partially contain the capital of brand suppliers. In other words, I opened the Avon franchise store that we saw in business, and Avon has some investments in it. Well, there are some changes in China, and there are also fully operational forms. Then, more typically, like breeding halls and breeding shops, they are all wholly owned. In the traditional retail format, cosmetics franchise stores stood out last year. The number and sales of traditional grocery stores, kiosks and other types of stores are on the decline. However, among them, cosmetics franchise stores stand out. In 2004, it increased by 28% compared with 2003, reaching 57,000, which became one of the two active factors in the field of cosmetics, one was a beauty salon and the other was a cosmetics franchise store.

The specialty store is still in the introduction period, and the franchise store is the earliest. For example, a store in Baoding, 1987 started to be a cosmetics franchise store. Then, after more than ten or twenty years of moral cultivation, cosmetics franchise stores have become a rapid growth trend. Then, after such development, what are the main channels of cosmetics in 2 1 century? 2 1 century is characterized by diversification, such as becoming the main channel of high-end brand counters, supermarkets becoming the main channel of daily cleaning products, beauty salons becoming the important channel of personalized, characteristic and functional cosmetics, franchise stores becoming the important channel of characteristic cosmetics, specialty stores becoming the main channel of direct promotion of their own brands, and non-store sales becoming the correct channel for a few brands. Others, including convenience stores, pharmacies, TV shopping, mail order, etc., have become the main sales channels in 2 1 century.

Because the competition of cosmetics franchise stores is developing rapidly, the entrants, the promotion of manufacturers and the entry of other industries have formed a very competitive industry. First of all, supermarkets compete for washing and low-grade cosmetics, which makes great profits in the third-tier market, especially near Wal-Mart, Carrefour and Lotus, and the abstract impact is getting stronger and stronger. You must make a short-term call for the supermarket. You should play with his long line with your paragraph, and then play with his short line with your product. Beauty salons compete for high-end groups. Now the operation of beauty salons is more and more standardized, which improves the service quality and attitude of beauty salons and enhances their affinity and trust for distinguished guests. Customers with high-end needs, especially those with obvious functional needs, prefer beauty salons. Especially in recent years, many beauty salons have begun to pay attention to the sales of family make-up, understand the importance of counter display, and invest money to improve the display environment and display conditions.

The beauty salon has 5- 10%, and the counter feels very fast. I often communicate with beauty salons here and give them an example to make them understand the importance of display. I said that if I swim in the sea, I will catch the jewel of the Titanic Ocean Star as soon as I dive. If I put that gem at every gate of Yiwu and Ai Wu markets, spread a piece of red cloth and sell it for 2000 pounds, will anyone? Nobody bought it. If Americans catch it, it will be exhibited in global circulation, and now it is in Beijing. In the lobby of Beijing China Bank, there is a big safe. One side of the safe is glass, and the Ocean Star rotates inside, and there are policemen with guns on the left and right sides. Many people went to see it and were amazed. However, Americans are afraid to lose it in any country and become imitations. Why? Are these just guarantees for manufacturers' products? In fact, why do many franchisees, including customers in beauty salons, always talk about your price after they go? Why does the boss give in and fail, and the customer is still talking? Your presentation conditions tell customers that you are not worth the money. When we went to Lancome counter, there was a lady in her thirties, wearing high-end clothes, and told the counter lady whether you would give me a discount or not. The salesgirl said that we never give discounts. She said that there was no discount, so she paid for it.

Later, when we asked, this lady's husband was worth hundreds of millions, and the sales staff earned 2800 yuan a month. Why don't hundreds of millions of people have enough confidence when negotiating with people earning 2800? If they don't negotiate, they won't talk about the price. Why? Not Lancome brand, but counters and beauty salons began to strengthen retail, starting with home appliances. Then, the real competitor of cosmetics franchisees should be beauty salons, because these two factors are the most active. If supermarkets and shopping malls take away the turnover of specialty stores and beauty salons, they take away profits. Differentiated management, cultivating pillar brands, enhancing store image and shaping American fashion culture are ignored by some bosses. How to use these ideas, how to play supermarkets and shopping malls, if not, we must use advanced management methods.

Then, the image enhancement of cosmetics franchise stores is also a problem. An important connotation of cosmetics is fashion. If cosmetics are not fashionable, they can't be made well. An unfashionable brand is an aging brand, and an unfashionable cosmetics franchise store is a cosmetics franchise store with insufficient collection power. Many franchisees are old shops for more than three years, and there is no fashion. You think there are not many young girls, and your cosmetics franchise store will be the most important customer in the future. More and more, they feel that your store is frequented by the elderly, not their store. The original business circle has moved and changed, the city is developing, the scale of the city is getting bigger and bigger, and the municipal planning is re-planned. Suddenly, you used to be a bustling place, and then you were left out in front of the door. What should you do? Then, because of the contradiction between scale expansion and management ability, many cosmetics franchisees are doing very well. It's okay for a small store to become a China store, but it's troublesome for a China store to become a big store. One becomes two, two becomes three and four, and it becomes a loss. Even three or four, and finally one. This shows that the ability of the operator has lagged behind the development speed of your store.

The management of cosmetics franchise stores should be conceived in this way. We should have a basic platform to solve the six basic problems mentioned just now, such as how to compete with supermarkets, how to compete with beauty salons for high-end customers and profits, how to compete with supermarkets for popularity and traffic, how to compete with peers, and how to enhance our image. How to solve the problem of being left out in the cold in front of Wang Di? What should I do now that the boss's ability can't keep up with the development? Therefore, cosmetics franchise stores should firmly grasp its development core. Second, carry out characteristic management and conceive its development. What we are talking about now is the core of the development of specialty stores. First of all, chain stores, cosmetics stores to develop chain stores is the only way. Do you think my son has enough money to go to college in this shop? Driving a QQ car is enough, not driving Santana. Enough for you to open a shop. To develop and realize personal value and social value, chain is the only way.

In the past, franchise stores were specialized in cosmetics. This concept is out of date. It should be run by cosmetics experts and bought by professionals. Because consumers are maturing very quickly now, the owner of a franchise store used to let his children go to junior high school as long as they could count money. If you are still such a person, when customers know more about cosmetics than you, you will not be able to do business in franchise stores, and there will be fashion and characteristics. Change the extensive management of groping into scientific management, the development of franchise stores is basically groping development, and the proportion of husband and wife partners is very large. Significantly increase contact and communication with customers, why beauty salons can grasp customers more firmly, and why franchise stores are more difficult to grasp customers. One of the most important reasons is that in a beauty salon, as long as you want to do beauty, you can enter the store for an hour at the earliest.

Then, many customers in our franchise store may enter the store for three or five minutes before going out, and then leave after buying. This is enough for customers to communicate and contact in a short time and become mobile customers. Therefore, it is very important for cosmetics franchise stores to strengthen customer communication. International brands are doing this, but what we can see now is that these direct selling companies, such as Avon and Amway, often hold some customer parties, which is what they want to do. In fact, international brands including Lancome mentioned just now are engaged in it, but in different ways. The short communication time is an important factor of unstable customers in our cosmetics franchise stores. Then, let's talk separately. Cosmetics management has five aspects. One is reception, sanitation, technical skills management, equipment and hardware management, and business space management. Our entire cosmetics franchise store has no concept. How to create spatial characteristics? Therefore, today we focus on the management of commercial space. The overall management of commercial space should have aesthetic feeling, the development of brand and marketing concept, the change of consumers' psychology, and customers' requirements for aesthetic experience in the shopping process are getting higher and higher.

Paying attention to the form of beauty in the display and display of cosmetics makes the aesthetic function of visual image more prominent. It is necessary to make use of display tools and use cosmetic display space with coordinated form, meaning, sound, light and color and obvious theme. To do a good job in the characteristic management of cosmetics franchise stores, we should regard the sports store as a place to sell beautiful dreams and create an intuitive image. Then, the management of specialty stores is divided into color, light, smell and sound. Color management, the excavation and expression of cosmetic fashion connotation, can reflect the inner world of customers. Cosmetics franchise store is a fashionable industry, which should contain rich fashion charm. This will make your cosmetics store more popular. Tone and color are important factors in visual image, which have strong symbolic significance. Color can express rich emotions and unconsciously affect people's spirit, mood and behavior. Color decoration, cosmetics franchise stores most effectively highlight the characteristics of cosmetics. Don't use bright colors to distract customers from cosmetics, and cosmetics stores should not be colorful. After you make your links colorful, customers' attention to cosmetics will be attracted to the walls and ceilings. In particular, the attached beauty service space is suitable for using large pieces of color. Some attached spaces are suitable for large pieces of color and can be seen.

Then, the second aspect is lighting management and lighting design. There are different radios and televisions in different spaces in the store. A basic principle is that the inside of the store is brighter than the outside. This photo was taken in broad daylight in Europe, because the old camera took it at that time and thought it was taken at night. It was taken in broad daylight, so you know it has how bright. All these show that the inside of European shops is much brighter than the outside. It can be seen from this photo that it is in broad daylight. Look at this place, just outside the shop, and it was taken during the day, which made the shop very bright. Look, this is a photo taken in China. This is our common shop. How can such a store attract customers? Look at this store again. Do you think anyone dares to go in? Does this shop sell cosmetics and beauty treatments? The lighting of cosmetics retail space is suitable for pure white double-tube fluorescent lamp, and the illumination of fluorescent lamp is balanced. The double-tube makes up for the dead angle of single-tube fluorescent lamp. There is only one place in the cosmetics franchise store that needs insufficient light and cashier area to reduce the pressure on consumers. The bright place should be bright and the dark place should be dark. Often many places are upside down. The attached beauty space is a private place. What is needed is bright, but not too bright. What is needed is soft light to make customers feel more secure and comfortable. Just like this, it's very bright, because of the equipment, with the design of forest tables and cabinets. Hundreds of thousands of equipment need forests, but there are curtains, and the light is very soft after the curtains are drawn. This decoration uses natural light. After closing, do it in the open air at 15 nights. Do customers feel good in this light?

Smell it. I remember this incident in 2003. A woman, Ms. Zhang, works in a state-owned enterprise. Later, state-owned units closed down. She used her ability to work in a foreign-funded enterprise. Her income is the highest in the family, higher than her husband's. Because she needs a lot of contacts and her work is very busy. She finally waited until after work. She rode an electric bicycle to go home, bought food at the halfway around the vegetable market, and bought it home to cook. Her husband came back to watch TV, and her son did his homework after he came back until the food was ready. After eating, she began to clean. Finally, she remembered to do weekly care, and then went to the cosmetics store.

The owner of the cosmetics store is very nice. Downstairs is retail. There are six beds upstairs with after-sales service. Better than that. It is Miss Liu who often works with Ms. Zhang. There were many people doing after-sales service that Friday, and the boss was waiting in line. The boss bought a lunch box for dinner. Generally speaking, it is a three-yuan box lunch. It looked busy that day, so he bought a five-yuan set meal. When Miss Liu finished the previous one, the boss said that Xiao Liu would come for dinner soon, and there was another Miss Wang waiting for you. Xiao Liu looked at the food the boss brought her, which was richer than before. He hid behind the front desk and ate it quickly. After eating, he immediately smiled and asked Mr. Wang to let us go upstairs, because the rest was downstairs and the nursing was upstairs. Miss Wang had just sat for a while when Ms. Zhang came. This person is now working in a foreign-funded enterprise, and his income is relatively good. Xiao Wang sells things, and she often buys them, so she is an important customer. The boss greeted her as soon as he saw her stop her bike. Before the woman opened the door, the boss had already opened the door. Welcome, come in, please come in at once. This talented person, who worked as a manager in a foreign-funded enterprise, walked into her cosmetics franchise store for three steps and suddenly felt a sap on her head. She thought the boss beat her back to the kitchen with a stick, because she smelled the whole food. She thought she had beaten her back to the kitchen and was in a bad mood.

That day, Miss Liu recommended products to Ms. Zhang, but no matter how she recommended them, she always sang the opposite. Miss Liu never understood why. She must have quarreled with her husband today and was criticized at work. As bystanders, we understand, what is the reason? Smell. The smell of cosmetics stores is very important. When customers smell the meals of the front desk and beauty consultants, they think of what to cook for their husbands and children at night, which undermines the pursuit of fashion and elegance, and they can no longer accept your skin diagnosis. Wear a mask in the space attached to the United States. There is also the smell of sweat and body odor on some clothes, which is forbidden when dealing with customers. The smell of cosmetics franchise stores is taboo, and the smell of eating fast food in stores should also be eliminated.

Display management, the relationship between the customer's moving line and display, how the customer enters the store after entering, and how to leave the store finally, all the actions in the store are called trends. Find some mass media advertisements. Bring him in. Let's analyze it in detail. This is the simplest cosmetics franchise store. How to get to the store? We have two basic views, that is, the retail sales of the counter is directly proportional to the number of people before the counter passes by. The popularity of entering the store is equal to the sum of the time of entering the store. If there is a street in front, when customers pass by, one is to look at the window, and the other is to look at A and B. According to the analysis of customers' mentality, the most attractive cosmetics for women are her dream cosmetics, which are often slightly higher than their normal purchasing power. What they think of is not what she uses every day, but what she dreams of, something she often feels she can't afford and wants to use. Therefore, well-known brands, advertising brands and high-end brands should be displayed at points A and B.

This is going in this direction, coming in that direction, and changing the two points A and B in this direction to the other side. In other words, in the high-end image area of this area, high-end brands and well-known brands should be displayed. These principles are displayed through brands. After point B, it is easy to see that it is point A, so this high-end area is their dream brand, which is displayed in a brand way. If point A is the easiest place to see point C or D, you should display low-priced cosmetics, such as Lancome or Maybelline. Point c is lower and more popular. After reading points A and B, I feel that everything is very good, but when I think of buying a pair of leather shoes for my children, I will see points C and D. When women hesitate to buy cosmetics, they often have to look around. If they see low-priced ones at point C, such as Nivea, they can go to point C to realize their dreams.

Then, point D is mid-range or high-end cosmetics, and ABC is the middle end of consumption grade to meet their functional needs. If the customer's spending power is limited after point C, she looks back at Nivea's locker and finds that point E is Dabao SOD honey, which can be bought. Then the display of point F should refer to the display of point D, which is functional and high-grade. Then, this category is cosmetics with high profit margin, because the profit margin of brand products, especially advertising brands, is low. Then, how to introduce it should not only attract customers with favorable brands, but also become profitable or high-profit brands. It should also be noted that when we display cosmetics, famous brands may be artistic in Lancome counters in big shopping malls, but franchisees may not necessarily do so. After we entered the store as customers, we had two typical hearts. One is a personalized heart. They think that the goods with little display are left by others, so they should pay attention to this link when displaying in cosmetics franchise stores. These are some foreign cosmetics franchise stores with dense display. The second is to guess the popularity of franchise stores according to the types of cosmetics. Your cosmetics are tightly packed, which shows that your store sells well and is very popular. This is a personalized heart.

Let's take another look. Starting from the public mentality, we subjectively speculate that a large number of cosmetics displayed must be best-selling cosmetics and worth buying. The second thing from the public mind is to speculate that a large number of cosmetics displayed must be produced with good quality. The third person who goes with the crowd can't be displayed there if he is not good, and he will be released only if he is sure to be good. If there is something wrong with cosmetics, I'm not the only one who suffers. Therefore, many cosmetics franchise stores pay attention to image, which is not necessarily correct. The two points I mentioned earlier, AB, should be brand display, which is about image. This place inside should be stacked. Don't think that only shampoo needs to be folded, but cosmetics can also be used. You've seen the show of love. It's typical. Even some well-known brands are overlapping bedsteads.

Atmosphere, when customers enter the store, they not only respond to the brand of cosmetics and its physical and substantive appeal. Deal with packaging, fun and other incidental factors. The atmosphere of cosmetics franchise stores has an influence on buyers' purchase and beauty. This kind of atmosphere is the logo of the store outside, the face of the franchise store, and plays a huge role in attracting customers. The shopkeeper told people what my shop was for. You can also do after-sales service, buy a French suit on the 2 nd, send French eye care and so on. This is a photo of the store in Taiwan Province Province. Please tell us. Many people attach importance to word of mouth, sell good products and serve their families. Word of mouth is often promoted by you. Please tell everyone that this is an important element to promote word of mouth. The appearance of a cosmetics store, everyone can't see it when they enter the store for the first time, so customers should not only look at the signboard, but also look at the appearance when they come to your store. Create a style according to the goals and special objects of your store, and have a fashionable, youthful, lively and joyful atmosphere. From decoration, state, design to layout, we should integrate the basic knowledge of aesthetics, psychology and advertising. It is necessary to build a shop that makes people feel relaxed, friendly and pleasing to the eye.

Kitchen, the kitchen is the eyes of the franchise store. Whether the storefront is attractive or not, the window is very important

Floor, there are two kinds of floors, rigid and flexible, some are round and some are diamond. For example, men's clothing stores often use some hard floor styles with diamond lines, which is different for women. Then, different floors have different materials, such as wood, granite and so on. Highlight the characteristics of the store through the decoration of the store, such as bonsai plants and hanging imitation plants. Because foreign franchisees also have the nature of after-sales service, but the harvesting service tends to make up. Of course, there are nurses. One of the small shops has three beds, which is relatively simple, and the things brought by customers are easy to lose. What can I do to prevent it from being lost? Pull a wire, a flower basket is covered with a plastic flower, and the wallet that customers carry at any time is placed on it. Moreover, the decoration is simple and does not cost money. It looks good after being entangled in this vine. This is a cosmetics store in Europe. This shop pays great attention to plants, and there are many plant decorations in it. Every day after work and before the party, everyone puts it in Yantai, and every flower is taken care of. We all moved in before the morning meeting. This is the after-sales service upstairs, and the oil painting is hung here. The style is very harmonious, and it is very classy at first glance. In fact, I bought this at the wholesale market for 10 to 20 yuan, but the atmosphere came out.

The management, sound, variety and density of music can have a positive or even negative impact on the atmosphere of franchise stores, and sound can make customers feel happy or unhappy. Unpleasant or unbearable sound effects will affect customers' nerves and even destroy the shopping atmosphere deliberately created by franchise stores. 70% people in the United States like to buy things in franchise stores that play music, but not all music can achieve good results. Playing soft and slow music in franchise stores will increase sales by 40%. This secret is well known in foreign cosmetics franchise stores. If you play fast-paced music, it will tell you that I am closing the door, so you should go quickly. Jazz and disco will be played at this time. As a result, the customer left soon, and he packed up after work. The music of the cosmetics franchise store should be placed in the area. Tell a story that I experienced personally. In 2003, I had a meeting in Nanning, a provincial cosmetics conference, and there was a speech at 2 pm. At noon, I saw my hair was a little messy, so I said to find a hairdressing place to do it. After going out, I saw the photos in front of me for the first time. I don't know whether the light is on or not, but not only its windows have thick curtains, but also its doors have curtains. If there was not a sign outside the door called Business, I had no idea that the store was doing business, and it was a hair salon. I dare not go to such a shop. The second shop, although there are no curtains at the door, is dark inside, so I dare not go in.

The third shop was bright and crowded, so I went in. The lady who went in said, wait a minute, sir. Drink some water first, and pour me a glass of water and sit down. I looked up at a door with words on it. There is jazz music in the beauty salon and hair salon, and the haircut is very exciting. I want to see what music is playing in it. Here are two signs, one of which says I'm going in that direction. When I passed the beauty room, my ears heard it. People have a sense of rhythm. Doing beauty and after-sales service is slow. You've done it. You think this is nursing? Can customers still feel good? Music should be divided into different areas. Different environments and conditions need different music. As mentioned above, your cosmetics store needs popularity. Without good music, it's too fast to kick people out. The music in the reception area should be more gentle, and the Irish style, personal voice and timbre should be more prominent, which will bring the audience into an illusory dream. The more national things are, the more cosmopolitan things are, which makes people who listen linger. This music makes customers relax, natural and soothing light music. After customers enter the store, they dare not take out money quickly. Your music makes her relax, sit at the front desk and listen to the music slowly, and communicate with your beauty consultant. This can improve the service of beauty cosmetics, which have a sense of customer interests and enhance the attractiveness of beauty consultants to customer interests.

Cosmetics franchise stores are dominated by young customers, that is, young customers, so your rhythm can be a little more obvious. This is a bird of paradise, very beautiful and has a certain sense of rhythm. It can create a beautiful atmosphere and promote customers to make purchase decisions. Familiar rhythmic music can shorten the distance between beauty consultants and clients. A sense of rhythm is not equal to a fast pace. Then, what middle-aged customers need is a relaxed, dreamy, soothing and slow browsing. Old people should also have a soft and slow rhythm, such as Cai Qin's songs, which remind old people of the music they often hear when they are in love, and they will feel young when they listen to it, suggesting that my cosmetics will bring you back to romantic time. In some places where Cantonese songs are old-fashioned, Paula Tsui's music can do it. Then, high-end communities, such as some colleges and universities, and some cosmetics franchise stores in North America, should play elegant music, such as water lilies. The beauty care area is different. This is a harp. There are no angels playing guitar and piano. They all play the harp. The harp takes you into an extraordinary field. Terminal party, as we said earlier, cosmetics stores need to communicate with customers, and customer parties are very important. The parties should have good music configuration, music that attracts customers, music that customers enter the market, etc. During the public demonstration, music played and people were recruited.

In some product demonstrations, Enigma style is used. There are a series of music, light music, soft music and Julie music. There should be some music when the speaker comes out. There should be music for guests to share their feelings, and there are different music for awarding prizes. There are many things at the customer get-together, and the boss of the organization is also present. You can see that everyone is dancing a relaxed ballroom dance. Then some music lifts the atmosphere. Customers and the ladies of these manufacturers get together and everyone dances rabbit dance. Finally, the music reached its climax and everyone embraced. These are all shaped by a musical system, such as great, cha-cha and rabbit dance, which can easily set off the climax of the masses. Play the same song after the meeting, remember this night and make the world full of love.