Recently, Chen Guang Stationery announced that it will increase the wholesale and retail business of cosmetics on the basis of its existing business. This move has also been interpreted by the outside world as Chen Guang Stationery's intention to find new profit growth points for the retail stores it has vigorously built in recent years. In recent years, Chen Guang 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 is that this group of people is highly coincident with the consumer groups of cosmetics.

Similarly, at the end of 20 17, the clothing brand Blue Ocean Home sold cosmetics through its lifestyle brand "Blue Ocean You Xuan". Sanfu Department Store, Famous Products, Kule Wan Chao, Nǒme Nomi Home, MUMUSO Furong Life and other boutiques that mainly sell daily necessities have also joined the ranks of selling cosmetics very early.

It can be seen that beauty is increasingly becoming the "standard" of this kind of fashion retail channels, but conversely, is this kind of channel suitable for the development of beauty brands?

Younger and lower unit price

By visiting the market, it is found that most fashion retail stores are attached to shopping centers and shopping plazas, and they are generally concentrated on floors with large passenger flow. Take B2 floor of Shanghai Global Harbor as an example. Due to the connection between catering, supermarket shopping and subway transportation, the flow of people on this floor is usually very large on weekdays and weekends, and Cool Music, KK Pavilion, famous products and Furong Life are all located here.

Because the goods sold in the store are concentrated in jewelry, household items, snacks, stationery, beauty cosmetics and so on. And the price of goods is low, so this kind of retail stores are more attractive to the student party. The mainstream consumer groups are mostly post-90s and post-00s consumers. Based on this, most cosmetics sold through such channels cater to the appetite of young people, with younger brand tonality and more lovely and simple product design style. Beauty products include beauty tools, skin care products, make-up, personal care products and beauty instruments. The sales price of a single product is mostly between 10-50 yuan, and generally does not exceed 100 yuan.

▍ From left to right, from top to bottom, it is: cool music, fashion play, famous products, blue ocean optimization, MUJI in-store beauty area.

Judging from the attribution of beauty brands sold in stores, there are two main ways: the store has its own brand and introduces other brands. Among them, Sanfu Department Store, Kule Wan Chao, KK Pavilion and Polymono mainly sell by introducing beauty brands. Well-known brands including Lanhai Youxuan and Muji mainly sell their own beauty brands. It is worth mentioning that in addition to its own beauty brands, famous products also introduce a small number of men's skin care brands such as L 'Oreal Men and Mentholatum. Furong Life has introduced some suitable herbal products.

Furong Hua life house yiyi herbal products display rack

According to observation, only the beauty products of KK Pavilion, Sanfu Department Store, Mingchuang Boutique and Furong 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 of Kule Wan Chao Store only occupy two small shelves, while Polymono Store only has 1-3 beauty brands. Moreover, 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 celebrities. Among them, a whole wall displays imported online celebrity masks, and moisturizing spray products in skin care products also account for a certain proportion.

A corner of the beauty section of KK Museum

It is relatively difficult to run your own beauty brand.

Even Muji's own beauty products are inevitably spit out by some consumers as "chicken ribs". 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-special cosmetics in official website and the State Administration of Pharmaceutical Products, some products of famous and excellent products, Nǒme and Furong Life's own beauty brands have the latest records of being ordered to rectify, and the reasons are different. Among them, Huaying Cephalosporium Isolation Cream (milky white), a famous product, was found to be unqualified in the finished product inspection report of 2065438+2007 65438+2007, and the formula contained talcum powder, so the finished product should be tested for asbestos index; The words "entrusting party" and "entrusted party" on the package cannot be replaced by "agent" or "manufacturer", and it shall be ordered to make rectification.

20 18 18 due to incomplete product safety technical information, Nǒme's own brand Noumi moisturizing and brightening double-headed concealer (white complexion) was ordered to rectify on February 26th. 2018 On February 9th, Furong Snail Shurun Firming and Rejuvenating Emulsion was ordered to be rectified for failing to submit the filing materials.

▍ Intercepted from the filing system of State Pharmaceutical Products Supervision and Administration (screenshot of June 10)

In the process of shopping, we can see that most consumers who enter the store are generally more interested in household items and nail polish products in the store, followed by their own cosmetics. The single beauty products in the store and the concern about the quality of low-priced products are the main reasons. However, low-priced tools such as powder puff and cotton pad sell well.

Sales are determined by many factors.

Sanfu Department Store was established in 1992, which is one of the early fashion retail stores of imported beauty brands. According to an insider who didn't want to be named, Sanfu Department Store's beauty products sold well. In Sanfu Department Store of Minhang Wanda, we can see domestic beauty brands such as Nature Hall, Mary Daijia, Kazilan, Ye Yi, Hanhou and 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, during the Dragon Boat Festival holiday, we can see that the promotion in the store is relatively strong, and the mask products are designated to buy two and get three free, and the skin care products are designated to be 150 minus 50, 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.

Sanfu department store vigorously promotes beauty cosmetics.

There are nearly 10 cosmetics brands on the Nakajima cosmetics display shelf in Sanfu Department Store. Among them, Cool Music Wan Chao Store also sells some makeup products of CUICU Kuku. In addition, some beauty products of Kule Wan Chao Store also posted promotional tips of "Half price for the second one" and "Two for 99 yuan". According to the staff in the store, Sanfu Department Store and Kule Wan Chao are not open for joining at present, so the categories of goods sold by stores all over the country are generally consistent with related activities.

Sanfu department store nei beauty cosmetics qu

Unlike the above stores, KK Pavilion is a collection store for imported goods. In 20 14, we imported snacks, beauty products and personal care products, and the proportion of beauty products in the store was greater than that of Sanfu Department Store and famous products. During the visit to the shopping mall, we can see that there is no similar promotion in KK Pavilion. The sales price of beauty products in the store is almost synchronized with the online price of products, and the highest price of a single product is generally not higher than that of 200 yuan.

On the one hand, the price and optional brands of beauty products and the concentration of passenger flow in fashion retail stores also play an important role. In the Polymono store located in Wuyue Square, Qingpu, the store manager said that the only cosmetic brand in the store would no longer be sold because of the "average sales volume". In addition, the store manager revealed that the price of the cosmetics brand launched in the store was lower because of the decision of the mainstream consumers in the store. "The average student buys more, and adults buy more big brands." However, the store manager also said that in Polymono stores where other consumers are relatively concentrated, the sales of makeup in their stores are not bad.

▍Polymono and its in-store beauty cosmetics area

It takes time to explode.

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

Relevant persons in KK Pavilion confirmed this. The source said that the cooperation between KK Pavilion and fixed beauty suppliers in the store usually takes the form of monthly statement. When introducing beauty brands, "KK Pavilion is more committed to making young girls who love beauty feel the pleasure 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 channels are mainly young consumers, generally speaking, it is more suitable to locate young and fashionable beauty brands in such stores.

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