With the maturity and rationality of the market, consumers' needs are more specialized and quality-oriented, and the boundary between the traditional daily chemical line and the professional line is increasingly trance. The trend of two-way convergence has made the industry increasingly integrated, specialized, branded, large-scale and standardized. Franchise stores that only retail cosmetics and beauty salons that only do skin care can't get a broader profit space and can't meet the high-speed growth and standardized market demand. The integration of the two will form a new cosmetic retail service format and create a huge emerging market. With the service provided by cosmetics franchise stores becoming more and more professional and the quality getting higher and higher, some customers in beauty salons will be lost. Now franchise stores have become a thriving scene, especially in cosmetics franchise stores in the third and fourth markets; Nearly half of the cosmetics franchise stores provide free "after-sales service" focusing on skin care. Therefore, before the opponent realizes the importance of service, strike first!

1. Specialty stores of daily chemical products should strengthen the service

The retail format should be changed and enriched, which makes the cosmetics specialty stores that are booming in the third-and fourth-tier markets equally limited in capital scale, product range and service water, and it is difficult to compete with comprehensive large-scale supermarkets. However, large supermarkets can provide consumers with a good shopping environment, entertainment measures and one-stop convenient shopping, which makes cosmetics franchise stores far behind. Measures such as improving service level and increasing added value with services have become a breakthrough direction for many cosmetics franchise stores.

2. Give full play to the upper hand of the market

With the growing prosperity of KA-chain hypermarkets, sales are sharply concentrated in the terminal oligopoly, and a large number of cosmetics daily chemical line manufacturers and brands are competing for it. Excessive expansion leads to the scarcity of terminal resources, the shortage of channels, and the soaring cost of channels. In addition, enterprises bear a large admission fee, so from the channel point of view, large supermarkets also have the disadvantages of high operating cost and high risk. In second-and third-tier cities and economically underdeveloped areas, daily chemical specialty stores can still have a large market share. Their business area is generally 1~2 square meters, and most of them are located in relatively prosperous areas or close to major commercial markets. They have strong community attributes, good customer relations and business reputation, and have a fixed consumer group. Their business categories cover a wide range, with skin care products as the main category, and there are many washing, make-up, perfume and personal care products. In second-and third-tier cities, affluent towns, southwest, northwest, north China and other regions, the market advantage of small and medium-sized cosmetics franchise stores is more obvious, and the overall sales volume of small and medium-sized cosmetics franchise stores in departmental areas can reach more than 4% of the regional market share.

At the same time, the specialty stores of daily chemical products also have certain business advantages, such as less pressure on goods distribution, flexible payment methods, low entry cost, easy communication and management, fair input-output ratio and so on. Therefore, the basic strategy of daily chemical franchise stores to compete with large supermarkets is to give full play to their own market advantages and start from the marginal market with weak competitors to win the market. The successful operation of franchise stores can not be separated from four basic premises: 1. Rich products. 2. Suitable price. 3. Ideal pavement. 4. Have certain business thinking and business philosophy.

3. Strengthening brand image building

In view of the weakness that large-scale merchants exceed 1, people, which is not conducive to the establishment and promotion of brands, having the same brand VI image, store display, service scale, business philosophy and a series of governance norms are the four barriers for daily chemical specialty stores to counter modern large-scale supermarkets. At the same time, when manufacturers have a series of business advantages such as establishing the same procurement channel, distribution system, business promotion and operation, advertising customization, etc., the profitability of small and medium-sized cosmetics franchise stores can be guaranteed.

based on brand model, timely innovation of brand value and effective brand image building are a key factor for enterprises to remain invincible for a long time. Therefore, from June 1st, 26, Gao Qian began to fully implement the "Image Output Optimization Project for Thousands of Terminals and Thousands of Stores" with the aim of "Building Terminal, Creating Image and Innovating Brand Value". Perfect the brand image construction of franchise stores, and make the same plan for the final CI governance, so that we can think that the terminal stores can expand the number of customers, and can not confuse the target consumer groups, and improve sales performance and profitability. This is because the specialty store of daily chemical products is not only conducive to brand promotion and brand expansion, but also can better display the corporate image and highlight the business philosophy and product characteristics of enterprises.

4. Implementing unique promotion

Although large supermarkets have intensive promotion efforts, they can't independently carry out the promotion flow, and the pertinence is not strong, the difference is small, and more importantly, they are restricted by many preconditions. Franchise stores, on the other hand, have flexible spatial layout and strong market orientation, and independent promotion is the biggest advantage. The promotion of franchise stores needs to be carefully planned, deployed and prepared according to the characteristics of different regions, different stages and seasons, and be innovative in terms of products, advertisements, terminals, mobility and other aspects, so as to form a strong promotion synergy, so as to greatly promote sales and ensure the success of the promotion. In April, 26, according to the operating rules of Fujian market, Gao Qian Company planned the promotion flow suitable for franchise stores in the local market, focusing on the promotion of "Gao Qian Green Tea, Weixi and Botanical Elements", and put forward "Green Tea Beauty, irresistible summer temptation" and "Did your skin" drink "green tea today? Wait for the slogan. The language is vivid and imaginative, and then it is associated with the impulse to buy green tea products, and the propaganda slogan is printed on each beautiful single advertising page to cooperate with the promotion to achieve the flow effect.