shilly-shally, rather than jumping back, this sentence from the Zhuangzi saying, actually have hit the nail on the head a marketing sense. At all times and in any high profile, large sales of brands, have a healthy, mature, stable Terminal sales network as support, otherwise it is impossible to achieve the true meaning of success.
domestic beauty industry from a rise, development, until maturity, has 20 years of history. These 20 years, the ups and downs, sank floating, emerging from the firms probably have no less than thousands of families. However, to date, annual sales of more than billion beauty industry has still not appear large companies. According to industry veteran says professional line is highest annual sales of just 80 million Yuan, and the Pan did not last very long. . Why hasn’t the beauty industry billion business? Is because professional market couldn’t cultivate large cosmetics company?
we might as well make a analysis, according to the beauty and fashion industry research shows that currently has more than 1.5 million of the total number of beauty salons, a brand 1%, seized the domestic cosmetics market share, that is, with 15,000 stores. Average return per store per month at the lowest estimate is $ 700, the brands with annual sales exceeding 100 million Yuan.
then calculated in a different way, China has more than more than 3,000 counties, excluding poor areas and in remote areas, beauty industry development as well as the county seat of not less than 2000, a number of brand management companies, Average County has 2.5 stores, 5,000 is joining dots, each shop average monthly payment of $ 1500, then the enterprises with annual sales of up to $ 90 million, although distance billion goal there is still a step away, but have high current professional line of any company.
by the above analysis we can see, the beauty industry’s huge market potential, are vast, and accomplished. However, to date, including many eminent companies in the industry, such as when the XX, XX, some pain for several years in a row, is still hovering at, 5 levels, is small compared with domestic large cosmetics company than carp of great whales, and international cosmetics giant the gap down the tubes.
in addition to mixed feelings, one can’t help but want to further explore, professional company sales were not high because in the end is what? It is because of the lack of a good network, sound, mature, stable Terminal distribution network. Most professional line company of sales network exists with many defects, first is does not sound, network cannot covering national market, still has more or less of blank area has yet to be development; second is does not mature, even is has expanding of network, Enterprise on Terminal dot of maintenance, and support, and management, related soft of supporting facilities with does not Shang, led Terminal returned to single rate low; again is does not stability, means network loyalty of does not high, loss fast, replaced fast, led has development of network at any time faced with atrophy of dangerous.
contrast the cosmetic line cosmetics companies, for example, take big circulation mode of small nurse, with 280,000 outlets and annual sales of domestic cosmetics industry; closed sales channels (only sold in boutiques, shops) poems of jiaolan Corporation, Viacom company, no fewer than 10,000 the number of outlets, with annual sales will remain at more than 200 million. From here we can get inspiration, professional company’s road to bigger, stronger, and the terminal network construction cannot be separated.
overview of current professional company terminal network development, construction and maintenance of the status quo, there to tackle disadvantages. Most of the professional company, are used to hold the levels, the type of demonstration as the main form of circulation marketing model, and agents work together, bringing together potential franchisees throughout the country organized demonstration, by venue presentation, explanation, realization of signing in order to complete the expansion of the network task. Demonstration of advantages is the ability to set the advantages of resources, recruit a number of stores in a short time, resulting in return, presentations will be much more open, was a success, enterprise performance can skyrocket. This is what is in venture stage companies, expanding networks beyond reproach written in a matter of urgency. For those with professional line of large and medium-sized enterprises, it is also the most widely used, mainstream mode of operation with most likely to bear fruit.