where the young people are, the beauty is there.

Recently, Chenguang Stationery announced that it will add cosmetics wholesale and retail business on the basis of its existing business. This move has also been interpreted by the outside world as Chenguang Stationery's intention to find new profit growth points for the retail stores it has made great efforts to build in recent years. In recent years, Chenguang Stationery intends to transform and upgrade from stationery to cultural and creative life. In this process, its consumer groups also tend to be diversified. The key point is that this group of people is highly coincident with the consumer groups of cosmetics.

Similarly, at the end of 2117, the clothing brand Hailan Home sold cosmetics through its lifestyle home brand "Hailan Youxuan". And Sanfu Department Store, Famous and Excellent Products, Kule Chaowan, Nǒme Nomi Home, MUMUSO Hibiscus Life and other boutiques mainly selling daily necessities also joined the ranks of selling cosmetics early.

it can be seen that beauty cosmetics are increasingly becoming the "standard" of such fashion retail channels, but conversely, are these channels suitable for the development of beauty cosmetics brands?

Younger age and lower unit price

Through visiting the market, it is found that most fashionable retail stores are attached to shopping centers and Shopping mall, and they are generally concentrated on floors with relatively large traffic. Take the B2 floor of Shanghai Global Harbor as an example. Due to the link between catering, supermarket shopping and subway transportation, the traffic on this floor is generally large on weekdays and weekends, and the cool music tide play, KK pavilion, famous products and hibiscus life are all located here.

Because the products sold in the stores focus on accessories, household items, snacks, stationery, beauty cosmetics, etc., and the prices of the products are low, this kind of retail stores attract students' parties, and the mainstream consumer groups are mostly post-91s and post-11s consumers. Based on this, most of the cosmetics sold in such channels cater to the appetite of young people, the brand tonality is younger, and the product design style is more cute and simple. Beauty products include beauty tools, skin care products, make-up, personal care products, beauty instruments, etc. The sales price of a single product is mostly between 11 and 51 yuan, and generally does not exceed 111 yuan.

▍ From left to right, from top to bottom, it is: Cool Music Fashion Play, Famous and Excellent Products, Hailan Optimization, and Muji In-store Beauty Area

From the perspective of the brand ownership of beauty products sold in stores, there are mainly two ways: the store has its own brand and the introduction of other brands. Among them, Sanfu Department Store, Kule Chaowan, KK Pavilion and Polymono are mainly sold by introducing beauty brands. The famous products, Nǒme and Hibiscus Life, including Hailan Youxuan and Muji, mainly sell their own beauty brands. It is worth mentioning that in addition to its own beauty brands, the famous and excellent products also introduce a small number of men's skin care brands such as L 'Oreal Men and Mentholatum. Hibiscus life has introduced some suitable herbal products.

Appropriate display racks of herbal products in Hibiscus Life Store

According to observation, among the above stores, only the beauty products of KK Pavilion, Sanfu Department Store, Famous and Excellent Products and Hibiscus Life account for a relatively large proportion, while the beauty products of other stores account for a relatively small proportion. For example, the beauty products in Cool Music Play Store only occupy two small shelves, while there are only 1-3 beauty brands in Polymono Store. And most of these stores mainly sell "small and beautiful" make-up products, while skin care products mainly promote mask categories. Take KK Pavilion as an example. It is positioned as an import retailer, and most of the products in the store are imported from online celebrity. Among them, a whole wall is displayed with imported online celebrity masks, and moisturizing spray products in skin care products also account for a certain proportion.

▍ The corner of the beauty area in KK Museum

It is relatively difficult to run its own beauty brand

Even the own beauty products of Muji are inevitably denounced by some consumers as "chicken ribs", and it is not easy for fashion retail stores represented by famous products, Nǒme and Hibiscus Life to make their own beauty products.

In the filing system of domestic non-specialty cosmetics in official website, National Medical Products Administration, some products showing famous and excellent products, Nǒme and Hibiscus Life's own beauty brands have the latest records of being ordered to make rectification, and the reasons are different. Among them, the famous Hua Ying Tou Muscle Isolation Cream (milky white) was not standardized on October 23, 2117 because the finished product inspection report contained talcum powder, and the finished product should be tested for asbestos indicators; The words "entrusting party" and "entrusted party" on the package cannot be replaced by "agent" or "manufacturer" and ordered to rectify.

On February 26th, 2118, Nǒ me's own brand, Nomi Moisturizing and Brightening Double-headed Concealer (white complexion), was ordered to rectify due to the incomplete information about product safety technology. On February 9th, 2118, the hibiscus snail Shurun Firming Revitalizing Emulsion was ordered to be rectified because it failed to submit the filing materials.

▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍▍961 The single beauty products in the store and concerns about the quality of low-priced products are the main reasons. However, the sales of low-priced tools such as puff and cotton pad are good.

Sales volume is determined by many factors

Sanfu Department Store, founded in 1992, is an early entrant among the fashion retail stores that sell with imported beauty brands. According to an industry insider who did not want to be named, the beauty sales in Sanfu Department Store are relatively good. In Sanfu Department Store of Minhang Wanda, we can see that there are domestic beauty brands such as Nature Hall, Mary Daijia, Kazilan, Yiye, Hanhou, Puwei, imported masks such as Chunyu and JMsolution, and some products of foreign brands such as L 'Oré al and Maybelline.

during the visit to the store, it is the Dragon Boat Festival holiday, and we can see that the promotion in the store is strong, such as buying two masks, reducing 51 for skin care products over 151, etc., and even some products are sold directly at promotional prices and special prices. According to the staff in Sanfu Store, the activities in the store are generally carried out in stages, and the activities during holidays will be more intense than usual.

The beauty promotion in Sanfu Department Store is very strong

In this Sanfu Department Store, there are nearly 11 brands of cosmetics on the Nakajima display shelf of cosmetics. Among them, some make-up products of CUICU Kuku are also sold in Kule Chaowan Store. In addition, some beauty products in Kule Chaowan Store also posted promotional tips of "Half price for the second one" and "Two in 99 yuan". According to the staff in the store, Sanfu Department Store and Kule Chaowan are not open to join at present, so the categories of goods sold in each store in the country are generally consistent with related activities.

The beauty area in Sanfu Department Store

Different from the above-mentioned stores, KK Hall is a collection store of imported products. In 2114, through imported snacks, beauty cosmetics and personal care, the proportion of beauty products in the store is larger than that of Sanfu Department Store and famous products. During the visit to the store, we can see that there is no similar sales promotion in KK Pavilion. The sales price of beauty products in the store is almost synchronous with the online price of the products, and the highest price of a single product is generally not higher than that of 211 yuan.

On the one hand, the price and optional brands of beauty products in fashion retail stores, and the concentration of passenger flow also plays an important role. In Polymono's store in Wuyue Square, Qingpu, the manager of the store said that the only makeup brand in the store was not going to sell any more because of its "average sales volume." Moreover, the store manager revealed that due to the decision of the mainstream consumers facing the store, the price of the makeup brands introduced in the store is low. "Generally, students buy more, and adults buy more big brands." However, the store manager also said that in other Polymono stores where consumers are relatively concentrated, the sales of makeup in their stores are not bad.

▍ It will take time for Polymono and its in-store beauty area to break out

According to the above-mentioned insiders, the advantage of fashion retail stores lies in the large passenger flow of such stores, so the sales volume of beauty products is much higher than that of traditional channels. Moreover, there are many ways of cooperation between beauty brands and fashion retail stores, among which monthly settlement and cash purchase are the most common, but the final way of cooperation between the two sides depends on the negotiation between the brand and the store.

this is confirmed by a related person in KK Pavilion. The source said that the cooperation between KK Pavilion and the fixed beauty suppliers in the store usually takes the form of monthly settlement. When introducing beauty brands, "KK Pavilion is more dedicated to making young girls who love beauty feel the fun of shopping", so they tend to give priority to brands with relatively close product prices.

Because the brand positioning and brand tonality of different stores are slightly different, the above-mentioned insiders said, "Fashion retail stores are a potential beauty sales channel, but they are not suitable for all brands." However, based on the characteristics that the channel is dominated by young consumers, generally speaking, positioning young and fashionable beauty brands is often more suitable for entering such stores.

At the same time, the industry also pointed out that although there are many fashion retail channels, there are not many stores that really try to make beauty products. "Many chain stores don't realize that they can also sell beauty products while selling small department stores.". Therefore, at present, the channel has not yet formed a scale. "Many stores are in the stage of trying to make beauty cosmetics and have not yet formed a big chain reaction." However, this does not prevent people in the industry from being optimistic about the future of fashion retail channels.