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5000 stores nationwide distribution, Shiseido plans for 2007 to the already steaming Cosmetic Adds a fire on the store market. From the initial tens of thousands of thousands of homes to the current 100,000, cosmetics store market can be described as the development of the last two years of very rapid. New channel known as cosmetics era, cosmetics store has attracted widespread attention, many more channels for enterprises to focus their products to the store full tilt. The rapid rise of cosmetic stores, and foreign-funded enterprises to enter the field not closely related. High-end market has been guarded by the foreign, and relying on counter form in the department store. 23 strong purchase market demand can not be met, making smuggling of cosmetics import effective in the rapid spread of cosmetics stores. Both want to maintain high social status, but also coveted the 34 huge market capacity, is something foreign brand dilemma. Shiseido's first step, however, is the first to break the deadlock. Following the investment in wholly owned stores have closed after cosmetics, Shiseido officially launched in 2004, domestic stores plan, in addition to Shanghai, Beijing, Chongqing, outside the three municipalities, in all other provinces and municipalities nationwide series of stores, the current number of has reached 1700. Shiseido the development of domestic sources in accordance with established store plan to 2008, the company will have no less than 5,000 domestic product store, in the domestic market will form a large department store channel and product store channel "wheeled" sales mode. From this perspective, Shiseido has reached L'Oreal, Procter & Gamble and other competitors in front. Order to quickly implement the plan, Shiseido in each provincial select only one Proxy , So as to Cooperation To open stores. And municipal level by the agents or, more low-level sign shops, 'free agent', there is no initial fee and entry fees. In order to prevent inter-provincial or changing products between the low discount shipping, also with agents in the supervision of all shop sales figures and financial statements, and may arise because of violations of the cease cooperation. This form of "store" is self-evident advantages, convenient enterprises second and third tier cities expand, the products directly to the middle and lower levels of consumer front, while reducing the cost of channel construction enterprises, However, the risk of which is self-evident: 1, low-end products of Order to prevent the low-end brands such as Avon store will be the danger, October 1, 2006, Shiseido Yau Lai products listed on the official in the Chinese market. This is outside the grand launch in Japan, yet another new brand is Shiseido's cosmetics in the PRC launched the exclusive brand stores. Yau Lai see from the pricing, the price of which files are suitable for the consumption power of second and third tier markets, but also the effective area across its premium brand, in a big way to promote Yau Lai, Shiseido can not say that this well-intentioned. 2, low-grade of service So-called "Shiseido cosmetics store," which is different from the traditional sense of specialty stores; is established by the Shiseido cosmetics company selected shops, pharmacies cooperation, the establishment of Shiseido counters in-store marketing products, forms of cooperation, their requirements counter product display style unified form, supply channel and unity; but does not require a unified image of the store signs, nor is selling Shiseido products. Therefore, the company chose both Shiseido cosmetics shops to cooperate, but most of these stores are husband and wife or individual businesses, the low quality of personnel, nor have received standard training. This world-class cosmetics brand inevitably be affected. On Shiseido, the little shops meet the selection criteria, the selection is bound to face after the next question is: to conduct a full range of their training, how to design a training system, so that they understand the Shiseido products, ideas and culture? These will be the Shiseido must be addressed. And this problem is not resolved, it will seriously affect directly Shiseido's image. As a success in China's foreign cosmetics company, Shiseido will store the happiness that can not jump to conclusions wish fulfilled. But this is clear to the two meanings: 1, cosmetics store the time has come. Who should occupy the market, will likely become the new leader. 2, the concern of foreign brands and actively enter new things to try local brands in the future to greater pressure and competition. The e-commerce company in China offers quality products such as China sports watch waterproof , outdoor sport watches, and more. For more , please visit waterproof sports watch today!
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