Beauty line to select the right starting point to enter the day of – beauty salo
The past two years, more and more enterprises have joined the line of beauty salons Day of Among the market's race, currently ranked the forefront of most beauty salons line scale enterprises have been involved in the area of day, day of beauty line and the line between the barriers are gradually being broken. Looking at the global, beauty companies into the Japanese line of the Devil is in breach, the beauty line companies have been working tirelessly to find a breakthrough multi. Although so far no single absolute sense, successful models, but there are several models have yielded initial results.
Bottom-up type Bottom-up type in the brand's market into a period of not playing at high altitude Advertisement By the second and third tier markets quietly reclaiming, step by step, building the channels and end, when the product in the channel and the terminal to establish a certain visibility and reputation, primitive accumulation of capital has reached a certain degree of time and then running ads to promote the well-known realization of high-altitude a qualitative leap, to plant, represented by Li factors. Zhi Li Su last year, a Mask Single-product test of the water on the market, in the end markets, through high density meeting the marketing and experiential marketing squeeze in two or three line market, shopping malls, specialty stores, boutiques and beauty salons adapted from the backyard of the former shop. Cheng Yunkai operations director, said: "Two years down the plant has completed the foundation Lai Su Network Construction in October this year in the Central TV station And local television ads have run a high altitude. "This model has Investment Less risk, and flexibility advantages, disadvantages in basic network long construction period, cost recovery is slow, a typical strategy of encircling the cities from rural areas.
Advertising bombardment type So-called ad-type refers to the bombing of a height up is omnipresent advertising quick through intensive advertising investment and network expansion, represented by Dr. Bethune. Dr. Bethune to enter the date of the beginning, tailored to their own detailed media communication strategy?? CCTV 8 sets, 12 sets, 5 sets of prime-time run throughout the year, while provincial and municipal local TV ads Also phased rollout. For a time, "Dr. Bethune, is to make you white," "you white, I am white, all white," and so on ad almost a household phrase, the rapid expansion of its popularity and strong sales driven. So far, Dr. Bethune is the only one inside the salon line advertising through high-altitude bombing of the successful enterprise. But Dr. Bethune's success there were many factors, such as "Medical Whitening Freckle "special orientation to the whitening beauty cream products from a number of stand out; such as the beauty of the original line has accumulated abundant capital, building a broad and relatively stable network; another example, the SAR market, beauty salon, shopping malls, Supermarket , Pharmacy channel multi-channel multi-pronged strategy of joint action of factors such as achievement of Dr. Bethune was the rapid growth. However, , inconsistent quality and allergy rates are relatively high end reflects the growing reputation of the establishment of restrictions on the brand. Advantage of this model is able to greatly enhance the visibility in a short time, the rapid completion of channel investment, cost recovery, to achieve brand and rolling development. Abuse is a huge investment, high-risk enterprise needs to have strong capital strength and strong risk capacity to respond.
Counter-pull
Counter-pull refers to counter the image of driving through malls beauty sales. When the accumulation of capital and reputation to a certain extent run counter height pull advertising sales, to beauty of line and on line healthy Cycle , Go hand in hand. On behalf of U.S. companies pill. Pills from the birth of the United States started since the establishment of large shopping malls in the image counter. Pill United States in seven years nationwide, the city has established more than 200 image counters, 3,000 pills U.S. franchise sales point. Pill United States in Hubei Proxy Beauty body business manager of Wuhan Li-fang Yu Jie said: "The high-end stores for the pill counter the image of the United States has established a good image, good for the beauty salon sales. In turn, high quality beauty salon Service Also helped the sales counter. "Through years of accumulation, in April this year, pill United States in large-scale CCTV and local TV ads at all levels to effectively pull the terminal sales, achieved 142% sales growth." America does not pill counters in the beauty salon and shopping centers line the multi-year precipitation and quietly, there is no pill rapid growth of the United States today. "The general manager of Sun Huaiqing deep emotion to tell reporters. The greatest feature of this model is very demanding products of high quality and agents, both agents willing to invest, also requested the agent possess counter experience.
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