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At present, there are two main modes of Chinese cosmetics sales channels: shopping mall counters and supermarkets.
Drug store
The brand of the mall has a high reputation, but the price is expensive; although the price of the supermarket is low, the quality is difficult to guarantee. The two have left many female consumers in a dilemma of choice. In today's fierce competition in the cosmetics industry, all businesses are racking their brains to increase sales, and the promotion methods adopted are more varied, but the results are mostly unsatisfactory. Consumers have experienced numerous baptisms of being fooled. I don’t know if immunity is greatly enhanced, or it has already been numb, and it is not worth the renminbi to let your business toss.
There are two major behavioral characteristics of cosmetics consumption
Modern young women are a very distinctive consumer group. Only when grasping the motivations and needs of young women's purchases and the psychological activities of decision-making, drug dealers can grasp the opportunities of the market and the changes and development trends of the entire consumer market. However, we can be sure that the pharmaceutical circulation industry has developed to the present, and the next trend is inevitably to penetrate into related industries. The prevalence of drug makeup sales will be presented to us in the near future. Therefore, the research on the consumption habits of young women's cosmetics will become another major issue for pharmaceutical retailers. Generally speaking, young women have typical behavioral characteristics of “irrationality†and “no regrets†in consumption. If you can accurately grasp and guide the two characteristics of women, it will be of great help to the sales of pharmacy cosmetics.
Irrational consumption
Vulnerable to market conditions such as promotions and advertising
A survey of young women's consumer psychology shows that the proportion of women who bought or did not intend to buy something affected by discounts reached 56%; women who were heart-warming and implemented purchases for various forms of in-store POP and on-site sales also had 40.8 %; In addition, the number of women who bought unwanted things or had improper consumption behaviors affected by advertising also reached 22.8%. The survey also showed that in the female group, “there are more information about the discounts, and generally know which stores have more discounts, and there is an impulse to hurry.â€
It is easy to be influenced by the human atmosphere, and the beauty is beautiful, and women are especially obvious. Under normal circumstances, women pay more attention to their own dress than men. Even if they are ashamed, they often do not hesitate to spend their money and are willing to invest in cosmetics. We often see that many cosmetics sales people are very good at catering to women's love of beauty. When introducing the types, functions, methods and effects of cosmetics, they are the first to make them feel that they do not buy the cosmetics they sell. Beautiful.
Many girls have rushed to consume because they have paid their money, which is an emotional consumption caused by the illusion of a particular mood. In addition, another kind of emotional consumption is expressed in the consumption behavior when it is different from the normal state of mind. In extreme emotions, there are quite a lot of women shopping and spending, and there will be actions when they are not happy and happy.
Many young women have experienced the involuntary consumption of inappropriate products caused by promotion personnel. In addition, the influence of friends can not be ignored, and there are many young women who have purchased or consumed products or services that they did not intend or need because they "being influenced by friends."
Do not regret consumption
Some research shows that among the various emotional consumption, the most regrettable is the consumption behavior that occurs when you are happy or in a bad mood, which is the most common phenomenon in female consumption.
A survey of women's consumption shows that 58% of young women do not regret the price they pay for a good mood. Another 30% think it doesn't matter, they think it is worthwhile to represent their own mood. The assault consumption caused by "paid wages and money bags" is also normal, and most girls say no regrets (55.7%). Most people (54%) think that their impulse consumption driven by discounts is not too regrettable. In general, the higher level of regret is the non-essential purchases caused by advertising (35.9%) and sales staff's recommendation (31.3%), but 38% of girls still insist that they do not regret it. . It can be seen that after irrational consumption, young women are swayed by the influence of advertising and sales personnel, but they do not mind their choices driven by mood changes, impulsive impulses or interests. Therefore, seizing the consumer psychology of women and providing emotional, passionate and practical services will enable businesses to more effectively attract female consumers who are sensitive, passionate and passionate.
For the majority of pharmacies, although most of them compared with the supermarkets, shopping malls, and busy stores, there is a lack of atmosphere and comprehensive conditions to attract female consumers. However, as long as they can use their own advantages and rationally develop various means of operation for female consumers' consumption behaviors, they can effectively stimulate their desires; if they can attract a fixed source of customers, they will provide them with beauty consultants, health consultations, and establishment of beauty files. With a variety of service methods, you can achieve better sales results.
Cosmeceutical management focuses on three aspects
As a latecomer of cosmetics retail, drugstores, in order to grab market share, must fully utilize the characteristics of their own profession to provide life and health services to customers, but also rational use of business methods. Specifically, the drug store should pay attention to three aspects in its operation:
Target market segmentation is key
According to some surveys, there are currently about 3,500 to 4,000 cosmetic manufacturers in mainland China. Among them, there are only about 500 foreign-funded enterprises, but they occupy 80% of the Chinese cosmetics market.
The price elasticity of cosmetic products is high and the floating space is large; the key to the loyalty of the whole category is whether the pharmacy is doing market segmentation and whether it can be invested by consumers. The domestic cosmetics industry is highly competitive, and the market presents a competitive position of foreign brands, joint venture brands and domestic brands. Therefore, pharmacies to introduce cosmetics sales, we must do a good product segmentation: the initial attention should be paid to the introduction of branded cosmetics with different functions, do not have too much hope for cold and singular varieties.
Reasonable matching category to avoid risks
Cosmetics can also be divided into high, medium and low grades, different brands and different consumption grades, corresponding to different target groups. A variety of cosmetics, often with multiple manufacturers in production; some manufacturers also produce different grades, different brands of cosmetics. Therefore, the cosmetics market presents a situation in which homogenization and differentiated competition coexist.
When choosing cosmetics, pharmacies should combine their existing customer groups, reasonably distinguish their consumption levels, and introduce high-, medium-, and low-end cosmetics. It should be emphasized that when the pharmacy is just starting to do the cosmeceutical business, don't think too much about how many customers will be added after the introduction of cosmetics, but consider how much potential consumption of existing customers will be developed after the introduction of cosmetics. In addition, the business of cosmetics and pharmaceuticals cannot be separated, and the concept of selling "healthy products" must be available. Different functions of medicines, cosmetics, beauty equipment, etc. should be matched, in order to attract more customers around, and to create a word of mouth effect, to avoid some operational risks.
Customer service should have a focus
Customer service is an important part of the marketing of drugstores, and women are relatively picky and important customers in drugstores. Enterprise marketing personnel must do a good job in pre-sales, sales and after-sales service, recommend suitable cosmetics according to the situation of different consumers, and leave a good impression on customers. In pre-sales promotion, skin care basics such as skin structure and skin type can be communicated according to the needs of consumers, guiding them to understand the importance of skin care, and encouraging consumers to cultivate skin care habits and scientifically skin care. After the products are sold out, we must pay attention to the tracking service to consumers. For example, on the day after purchase, choose the right time, call the customer to ask about the use situation, use feelings, etc., express the meaning of concern, and lay the foundation for the next communication. If possible, drugstores should adopt “consultative†marketing to create “beauty files†for each long-term customer, so that the economic benefits of cosmetics sales will be greatly improved.
Affected by the Internet, many young women nowadays tend to have strong sensitivity to fashion and fashion while pursuing beauty. In the consumption of cosmetics, they have shifted from the concept of “buy†to the concept of “losing†(the defeat here) "It is a waste, and it means to change your job." Especially for urban white-collar women who have been working hard in the workplace for a long time, the proportion of “losing†cosmetics is the highest, up to 10% of monthly income. Here are two examples from a recent newspaper:
Case 1: Ms. Xiong, 36 years old, dealer, monthly cosmetics consumption of 500 yuan
Ms. Xiong, who is in middle age, looks very young. She said that she would change cosmetics almost every two months. "Because the weather in Nanjing is changing rapidly, the skin condition will be different. It is necessary to change cosmetics in time to maintain a good skin condition." Ms. Xiong said that her work is special. The requirements for dressing are relatively high, and it is necessary to show the best image in front of customers, so the consumption of cosmetics must not be less; and now the pressure of life is so large, it is easy to age, it must be well maintained, usually care lotion, Eye creams, masks, etc. can not be less, on average, spending more than 500 yuan per month, accounting for almost 7% of income.
Case 2: Miss Zhao, 23 years old, fresh graduates, monthly cosmetics consumption of 300 yuan
Miss Zhao is a senior student who is about to graduate from a college in Nanjing. Ms. Zhao, who is full of fashion, said that because her family is better, she pays great attention to skin care, and she also likes makeup. The cost per month for cosmetics is about 300 yuan. (Miss Zhao uses facial cleanser and all kinds of makeup. It is a medium-to-high-end brand, and other such as lotion, eye cream, sunscreen, cleansing oil are high-end brand products). She said that taking care of her skin, especially when using high-end cosmetics, will be very happy and more confident. She also said that after the work will increase the consumption of cosmetics, about 10% of the income will be spent on cosmetics every month.
Interpretation
It can be seen from the above two cases that modern women's understanding of cosmetics consumption has improved significantly in both depth and grade. Many women feel that life is now stressful, easy to age, and must be well maintained. Increasing competition is prompting women to come. The more you pay attention to your "face" problem. There are still many women who feel that cosmetics not only satisfy their own pursuit of beauty, but also make themselves happier and more confident.
At present, the dominant group of high-end cosmetics consumption is concentrated in urban women aged 25 to 45, with high education and economic income. However, with the improvement of living standards and women's self-awareness, many young girls and middle-aged women over the age of 45 are paying more and more attention to skin care, and the cosmetics consumer group is expanding. With the improvement of living standards, more and more women are willing to spend money to dress up. "Enjoy life, pursue fashion" has become a distinct feature of modern women's daily consumption.
According to the data of young women's consumption surveyed by Zero Company (for women in Guangzhou, Shanghai and Beijing), the average monthly consumption of young women is 604.4 yuan, of which the average monthly consumption of young women in Guangzhou and Beijing is 610.0 yuan and 609.8 yuan respectively. The monthly average expenditure of young women in Shanghai is slightly lower at 593.8 yuan. Food and beverage, clothing, shoes and hats and daily necessities are the three main aspects of young women's consumption. Cosmetics ranks fourth among women's consumption expenditures.
Young women in Beijing, Guangzhou and Shanghai represent the consumption status of young women in modern metropolises in China. It can be seen that the proportion of cosmetics in the daily consumption of young women is quite large, and the prospects of the cosmetics market are considerable. As the pharmacy competition becomes more and more fierce, the structure of the operating products is subdivided and gradually extended to the relevant product lines, which has become an unexpected trick for many pharmacies. In this context, cosmetics has become the key product introduced by many pharmacies, and there are many successful cases in the industry. For example, in a large pharmacy in Xi'an, the sales of cosmetics in 2007 reached 12 million yuan. At present, the main purchase target of cosmetics in China is female, while young women are the core of the main force. Therefore, accurately grasping the consumption habits of young female consumers is very helpful for the drugstore management of the majority of pharmacies.
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