Barber shop planning

Part 1: Barbershop Eleven Event Plan

A well-designed and well-executed promotion can improve the performance of the salon in the month and continue the benefits. So what kind of activities can achieve results? Here is an example for everyone to explain.

Promotional success stories:

The customer shampoos 15 times a month in the store and gives it a free perm.

Through such promotions, there are several purposes.

1. We can set the price of free perm at 300 to 500 yuan, which can change the consumption habits of perm customers and improve their consumption level.

2. Shorten the consumption cycle. The customer may have once scalded his hair for three months, because the free perm in the store shortens the perm cycle and turns into a hair for two months.

3. Old guests bring guests. The activity design is not limited to the person to wash the hair, and a customer can wash less than 15 times a month. Therefore, the old guests will bring friends and family members to the shop to wash their hair. These people become new customers.

4. Increase the designer's name and store visibility. If the old guests are satisfied with the service of the designer, the guests he brings will definitely name the designer service, so that the name can be increased. When promoting this activity, it may be necessary to promote through the media. As a result, the business district will be shocked and the results of word-of-mouth will increase the visibility of the invisible store.

5. Such activities will inevitably mobilize all the manpower in the store. The number of guests who come to the store to wash their hair will increase, and the store will be more busy, but in order to achieve the purpose of promotion, the quality of service must be more delicate. Although perm is free, it is more intentional than usual. Under all mobilization, it will inevitably motivate morale and increase the effect of teamwork.

6. After the whole activity is done, the skills of the employees must be improved.

Many people may question that sending a perm for free may result in a loss in the store, which is not worth the candle. Actually, it is not the case, because the customer will not reduce the number of perms because you send him a perm for free. He may have been perm four times a year and turned into a perm five times a year. In addition, the boss only needs to pay more for the perm water and assistant bonus, the amount is about 50 to 80 yuan, but the cost is so great that the customer can wash the hair greatly and the profit is far. Higher than the cost of perm.

In carrying out such activities, the boss does not have to worry about the cost, but can improve the performance, the designer's performance can grow, and the assistant's bonus is expected to increase.

Promotion failure case: 60% off perm.

The discount activities that were thought to improve performance have the following shortcomings:

1 Reduce in-store income. The original price of perm may be 200 yuan, because the relationship of playing 60% off becomes 120 yuan, and the income in the store is 80 yuan less.

2. Discounts do not produce attractiveness. For the old customers, it is not because they have discounted the hair in the store. He probably wants to burn his hair. For the new guests, the discount is not very attractive, because there are too many discounts like this. .

3. The level of consumption has fallen. The original guest may be accustomed to hot 200 yuan of hair, now only pay 120 yuan, so that his consumption habits may become hot 150 yuan of hair, the level of consumption will drop.

4. The cycle is extended. Every time you need to come to the store to burn your hair, but because the store regularly holds promotional discounts every year, guests will deliberately wait until the discount period to re-hot hair, the period of invisible perm will be extended.

Key items to be grasped in discount activities

If the promotion is not properly set, it will not be able to achieve the goal of promoting sales, and it is likely to cause adverse effects. However, as mentioned above, the case of [perflation and 60% discount] is not completely unworkable. If you can master several elements, you can still turn resistance into help, turn negative into positive, and achieve the goal of improving performance.

1. Improve customer spending levels. The customer used to be tempted to burn 200 yuan. At this time, he can be advised to change 500 yuan. He can spend more than a dime, but he can enjoy better service. From this way of increasing the unit price of consumption, balance the loss of discount, so that the store Income will not decrease.

2. Old guests must be allowed to give birth to old guests, that is, guests bring guests to the store to consume. During the discount period, we must try to let the old guests bring new guests, so the implementation of this activity makes sense.

3. Do not inform the customer in advance. If the discounted message is known to the customer in advance, it is likely that the customer will wait for the discount to come to the perm and the consumption cycle will be extended.

If the guest comes to the store and knows that it is now a discount period, it is likely to be perm in advance, and shorten the consumption cycle, so that the purpose of discount sales can be achieved.

If the discount activities cannot grasp the above three points, that is, the fate of failure is destined, it is better not to implement it, so as not to lose more than it is. In the past, many salons have promoted discount sales and some have failed. The reason is that. In addition, discount sales may increase the number of customers in the month, but the number of customers in the first two months is significantly reduced. This is a question that must be taken care of when implementing discount activities.


Chapter 2: Barbershop Christmas Event Planning

Event Background and Theme: Since the establishment of VVTV, we have been supported and cared for by our customers. Because of your participation, we are constantly developing and moving forward. In order to express our gratitude, we are launching this gratitude event for the society.

The purpose of the event: Through this event, more people will understand VVTV, let more people feel the enthusiasm and professionalism of VVTV, let more women with potential consumption become our customers, and let each employee have more income. .

Activity content: A free Thanksgiving card, including RMB, and only for ladies to use. When consuming, the hot dyeing project higher than 480 needs to make up the difference in cash. When the price is lower than 480 yuan, the balance in the card will not be refunded, and one person and one card will be limited once, and the styling fee will be paid in cash.

Activity time: x years x months x days to x months x days

Promotion during the event: Anyone who uses the Thanksgiving Card to spend during the event does not sell the product and does not promote the high-priced item. When the hair stylist is about to complete, ask the guest if they are satisfied with our technology and service, and inform the event. There are discounts on the card, if the hair stylist is not convinced, then the cashier will continue to sell at the checkout counter and show the relevant gifts. Because the purpose of this event is only to increase popularity and expand visibility.

Card level content during the event: Hot dye card

1, hot dye card 2000

2, hot dye card 3000

3, hot dye card 6000

4, hot dye card 10000

All cardholders have relevant gifts

Universal Card: This card can consume all items of VVTV

1,500 cards enjoy hot dyeing 20% ​​off, wash and blow 10% off

2, 1000 cards enjoy hot dyeing 30% off, wash and blow 20% off

3, 2000 card enjoy hot dyeing 6 fold, wash and blow blowing 30% off

4, 5000 cards enjoy hot dyeing 5 fold, wash and blow blowing 40 fold

All gifts are also given

Note during the event:

1. Each employee should participate in the event with a high sense of responsibility and enthusiasm. In order to achieve the effect of the event, the reward and punishment system will be strictly implemented during the event. Establish a general concept, do not care about the momentary gains and losses, and jointly seek for the company to grow and develop.

2. Strengthen service awareness and conscientiously do a good job in the reception work of each customer. If there are customers who are not clear about the content of the activity, be patient and explain, establish a VVTV service, and be honest.

3. The cashier should do the registration work. Every guest who uses the card to consume must record the three elements of name, birthday and number. At that time, the store will use the newsletter to track and return.

4. Each hair stylist can hold 20 cards of this store and send it to customers who think that they have potential for development during the event. On the one hand, they can establish a good relationship with the room, on the other hand, they can develop experience or marketing, and let customers drive customer.

5. If a customer blowout occurs in a short period of time, an appointment system will be implemented.

In-store layout during the event:

First, the store hangs balloons and buntings to create a warm atmosphere, the staff keeps a smile at all times, and the singles in the store are looped.

2. Set a poster at the entrance, detailing the content of the event and the precautions for consumption.

Third, thoroughly clean the store's hygiene, the items are placed in an orderly manner, the bathroom should be cleaned at any time, keep clean and hygienic, and properly post some slogans and hair care knowledge. People who pay attention to the details of management have high requirements for the bathroom.

Fourth, set up a point gift exchange office, the gift should be novel and unique, have eyeball impact, and you want to have a gift of desire. Gifts are placed according to the level of the points, so that customers can sprint for the highest points of gifts!

V. In-store slogan content:

Although the economy is in crisis, beauty cannot emerge from crisis.

All items and products in the store can be discounted. We only have discounts on your beauty.

I have been here, waiting for your arrival

I hope that in the days to come, we will be accompanied by our VVTV.

Tell a friend, if I am not at VVTV, I am on my way to VVTV.

Walk into VVTV and feel the new definition of hair and beauty

Yes, I am greedy and will never be satisfied, because I always feel that you can be more beautiful.

Can anyone tell me what is the hair?

Honest and trustworthy, affordable consumption, excellent technology and considerate service are the business objectives of VVTV.


Chapter 3: Barbershop Planning

1. Responding to the early hot dyeing customers and the customer's return in August and September, and making a foundation for the coming off-season in November, stabilizing performance.

2, the competitive pressure on the peer business circle, cultivate more loyal old customers, create more new customers, in order to increase the number of hot dye customers.

3. Master and control the customer's consumption cycle.

4, motivate employees, increase the cohesiveness of all employees. Team spirit, create personal and team high performance.

Fourth, preparations before the event

1. The activity platform, posters, albums, balloons, banners, tapes, etc. required for the event are properly prepared.

2. Whether the dyeing service items or products to be promoted by the event are positioned.

3. Have the hair stylists and assistants required for the event been arranged.

4, the hot dyeing of the name and the program every employee must be aware of the chest.

5, on-site sales and communication skills with customers are mature.

Note: Prepare some things to pay attention to

Promotional discount design should pay attention to the following points when designing promotional discounts:

1, can not let consumers feel that she has earned too much before.

2, as much as possible to make a multi-style product portfolio.

3, the difference between members and non-members, so that members feel different benefits, non-members want to join as members.

4, try not to discount on the product, because the product sales profit is lower, such as discounted products, it is undoubtedly a direct reduction in profits.

Five, the content of the event

1, on-site dyeing and ironing performance. After all, the level of hair stylists determines the number of scalding customers and loyalty.

The specific operation is: set up an activity platform outside the store, select excellent hair stylists to invite two onlookers who have dyeing experience to do a new hot dyeing experience for free.

2, hot dyeing project discount service, this is an activity project used in every beauty salon, but it is also skillful.

The specific operation is as follows: the hot dyeing project needs a gradient. For example, the old customers are used to do 300 yuan hot dyeing, and the 70% discount is 210 yuan. The price of your other hot dyeing project is 400 yuan, and the discount is 7.5 percent. 300 yuan. This way the hair stylist can recommend a 400 yuan hot dye project, and the customer still spends the original 300 yuan, but her consumption level is increased, if your 400 yuan project is indeed better than her 300 yuan is better, she will consider to do 400 yuan in the future, which virtually increases your customer spending level.

3, do hot stamping project to send vouchers, shampoo card, maintenance

Specific operation: consumption of different hot dyes to send different price vouchers and the number of shampoo cards and hair maintenance times. It is recommended to send a shampoo card, and there must be a date limit, such as one month time. Because of shampooing The cost is relatively low.

4, do hot dye project to send lottery tickets

Specific operation: According to the hot dyeing, the amount of haircuts is 1-5 pieces of machine selection lottery tickets, this should also have a certain temptation, after all, the lottery still has a certain chance of winning the prize! And everyone will be full of expectations.

5, old customers bring new customers to send vouchers, shampoo cards, maintenance, etc.

Specific operation: As long as the old customers bring new customers, they will be given a certain amount of vouchers, a certain number of shampoo cards or free hair maintenance. On the one hand, old customers also have face, on the other hand, free gifts are rarely Waste, new customers will soon become old customers. It is recommended to send a shampoo card, and there must be a date limit, such as a month. Because the cost of shampoo is relatively low.

6 VIP card or membership card to send vouchers, shampoo cards, maintenance, etc.

Specific operation: As long as it is a VIP card or membership card during the event, a certain amount of vouchers will be given. The voucher is best to explain the vouchers of the project, and there must be a date limit. You can give more, so that she is in a certain period of time. If you don't use it, you will probably send it to your family or friends, which will increase your customer base.

7, do package service discount service.

Specific operations: For example, a customer usually only does one or two projects, the amount of consumption is 500 yuan, and you add a project during the event, the overall price is also positioned at 500 yuan, who will not be tempted. Can not be accurate After the event, the customer will continue to do the new project.

8, the introduction of hot dyeing and hair cutting are customers to do scalp massage and two shampoo services. Service quality is also the foundation of your store.

The specific operation is: scalp massage is to massage the scalp and temples for customers during the first shampoo to relax the customer. It is better to understand the two shampoos, wash once before the haircut, and wash it after the haircut.

Six, employee reward method

1, the total performance and individual performance of the highest incentives

2, hair stylist package incentives

3, assistant package incentives

4, push card rewards

Activities

1 Members adopt the consumption points system, and each time they recharge or consume, they can accumulate points. After the accumulated points reach a certain value, they will give gifts or treatments. For example, 100 yuan = 1 points.

2 Stimulate old members to refill

Double-point points can be earned during the event. The recharge is still 30% off for two reasons. 1, because it was 30% off last year. Although it only achieved 60% of the target amount, it is feasible. Discount is the most direct stimulus. The power of human consumption. 2, personally think that 30% off is the lowest discount, if lower, not only increase the cost but also reduce the grade of the beauty salon in the customer's mind.

3 "X+2" mode is available when the card is transferred to the membership card.

If the treatment card is converted to a membership card, taking 10 times as an example, the remaining number will be returned to the membership card amount at the original price +2. The remaining number of treatments is 3 times. When the membership card is changed, the recharge amount is 5 times. The number of money. The remaining 8 times will be the amount of money for 10 times. If the minimum member standard is not enough, the money will be replenished and the corresponding points will be accumulated.

4 statistics on the consumption details of old members.

The top five who spend the most and the top five who recharge the most during the event.

5 Introduce a new treatment card, new and old customers who recharge the new card can use the new card to do different beauty projects, the new recharge is free of charge once but does not accumulate points, for the customer base that is not strong in spending power and wants to do anything.

6 "1+1=1.5"

Develop new customers in a one-on-one way. When each old customer brings her friend to a new membership card, the old customer’s membership card can be recharged to 50% of the amount of the recharge. Reasonably develop new members, but do not accumulate points.

7 The first person to consume speaks with the first person on the day.

This first satisfies the vanity of the two people and stimulates the consumer psychology of those who have not come to the stage. The content of the speech is best for the effect of beauty, nursing tips. After the speech, the professional beautician will talk about some simple beauty knowledge. And nursing tips.

8 Bundled stimulus consumption before the event

Cooperate with the wedding photo studio to bundle the consumption of the target group. In general, the photo studio will agree, this is a win-win project.

A Align the bride for several free skin care

B. Deliver quantitative vouchers.

9 Participants can get a small gift on the day of the event.

10 cocktail party

If there is a condition to have a small cocktail party in the evening, the client can invite the male partner to go.. Prepare red wine, beer, beverage, juice, cake, snacks. It can enhance the emotional communication with the members.

Activity goal

The amount reached 300,000.

A Take last year's statistics as an example. It is conservatively estimated that 30% of people will choose to recharge their members. In these 30%, they will not only recharge 3000. If 15% choose to recharge 3000, 10% choose to top up. 5000, 5% of people choose to recharge 8000, the amount obtained is 15*3000+10*5000+5*8000=12500

B woman is the favorite to take advantage of, and under the "X+2" and points rebate marketing model, it is conservatively estimated that 30% of people choose to recharge members, the amount obtained is 30*3000=90000

C "1+1=1.5" old belt new This is a common marketing method for beauty salons. As long as you change the way, you will still get higher benefits and publicity. Most women love to show off that love is cheap, and there are benefits. Under the premise of being able to show off, there will be more customers bringing their own friends. The conservative estimate will be 25%~30%, with 3,000 yuan recharge content and 25% as the bottom line. The amount won is 25*3000=75000.

D "All-in-one card" Some customers who have a single treatment card will transfer this card in order to experience different beauty projects. Before conservatively estimated that 30% of people choose to recharge members, 20% of the remaining 70% will choose this card. ,,

The card amount is initially positioned at 1000, then the amount obtained is 1000*14=14000

E Bundled sales. Take the conservative low-treatment card 500 as an example. Before the event, 10-20 people can be developed. Those who are ready to get married are generally willing to spend some money, and there is vanity. It is conservatively estimated that there will be 10 people. Choose recharge. With the minimum treatment card standard, there is 10*500=5000 yuan income.

Then 12500+90000+70000+14000+5000=304000 yuan income

Event promotion plan

1 part of the media selected

A newspaper---the female newspaper readers who are mostly female readers advertise, the publication time is 2-3 days before the event, and the half edition is appropriate. Advantages, large circulation, shortcomings, short timeliness.

B magazine---female magazine or mom magazine

a Regional---Beijing

b For the target customer - a woman who has a child.

Advantages, long timeliness, shortcomings, slightly smaller circulation.



2 Preparation before the event

50-100 color balloons for the event venue

B DM color page advertisements, 2000-3000 copies, most of which are used for pre-delivery, and a small part is used for the scene.

3 CX display stands, 2 off-site, 1 on-site.

D POP poster, 5-10

3 Call the member one week before the event, mainly highlighting the preferential activities.

Fourth, matters needing attention

About points gift

It is best to have the closest relationship with beauty, the first recommended gift course, the second recommended gift.

About membership card advice

Uniform card system, do not grade, or easily damage the member's self-esteem, resulting in rejection.

About event time

It should be 2-3 days, 1 day is too short, if a small number of members can not participate, it is directly linked to the interests.

About the top five in total consumption and the top five prizes on the day

First place: It is recommended to use a long-lasting gift, but it is not expensive. For example, inferior jade carving crafts, the price is 1000-2000. Advantages, grades, non-professional can not distinguish its good or bad.

The second three or four five: the prizes should not be too high grade and increase its practicality, such as car small freezer, induction cooker and the like. Such gifts around, because of the gap with the first gift grade, the contrast can be further stimulated Consumption of some members.

In addition, I have seen some people propose to increase the base, using the free card. This I have used before, the effect is not ideal. I have a method to develop the base, is to customize the price, not to issue membership cards but DM advertising. Take a single-time customer as the mainstay and choose a beauty project at will. After the end, you can decide the amount to be paid. 1 You can make potential customers have a singularity and achieve a publicity effect. 2 You can get a part of the profit. You can try. It is advisable to distribute flyers in places with large traffic, and to post posters outside the store.

I have done marketing in the beauty salon market for several years. Although these strategies can be effective in the old fashion, I have seen your introduction and found that the activities launched by your store are relatively simple. If you are interested, you can cooperate for a long time.

I wish the money is rolling and the business is booming!

4C new marketing model

When a consumer sees our product saying that our packaging is not working or the product is too rough, the consumer has sent a message: This product is not worth the money. This shows that our product development is a failure. In order to develop marketable products, we must study the market demand, develop marketable products according to market demand, what is market demand, and how market demand breaks through the cosmetics sales dilemma.

In order to develop a marketable product, we should first conduct a market survey to understand the consumer psychology of consumers and the current market brand status. Find out that it can cater to a certain part of the consumer psychology and can be different from the products sold in the existing market. Target positioning and product positioning. Then, according to the positioning between the two, the target customer group's preferences for packaging, bottle, color, image, price, character, etc., to develop the products that the target customer group likes. This is according to the market. Demand, research on the consumer character of the target customer group, develop products with different points, so that it is possible to market the right way. Therefore, we must establish a new marketing idea based on "market demand as the center", so we may break through the cosmetics Sales dilemma.

Today, many domestic-funded enterprises supply agents at very low prices, and even fight price wars with their own counterparts. On the surface, this is a competitive tactic, but in fact many companies have been hurt and made themselves in trouble. This is the result of not paying attention to the concept of cost. The enterprise is the machine for making profits, so the cosmetics company is also the same. It should pay attention to the budget of various costs, especially to know how to set a reasonable price system according to the target of the product. "Zhongkemei" must establish a new marketing idea with "cost-centered", so that cosmetics companies may get out of the sales dilemma.

It is really astounding to see the relationship between existing manufacturers and agents or dealers or even terminal stores. They blame each other and even smash each other. They do not understand how to communicate and gain mutual understanding and trust so as to establish mutual benefits. The community Support, mutual development. Therefore, cosmetics companies should strengthen communication with the society, the government, dealers, etc., so that all channels are unblocked, and strive for a relaxed environment conducive to the development of the industry. For the society, we should jointly create makeup through industry associations. Quality, safety, fashion, and beauty make the whole society highly credible in this industry. For the government, we should also communicate and strive for more favorable policies for our cosmetics. This is especially true for agents. We only have Through communication, we can expand sales channels. Through communication, we can strengthen the relationship with managers, salespersons and other staff at all levels, so that we can maintain the stability of the channel. Therefore, only through communication, we can establish a wide and solid network channel. Products can smoothly reach consumers through favorable channels. Therefore, in order to break through the sales dilemma of cosmetics, "Zhongkemei" The need to establish a "Center for humanity as" communication management strategy.

Many times, cosmetics companies are slower in logistics because of the slower logistics speed. The salesman’s service attitude is not sincere or impatient. Sometimes consumers who want to buy our products do not buy it. Such a situation is all that the company does not know how to maximize the supply to the consumer, the agent is convenient. In fact, the modern enterprise competition is really difficult to imitate only the service competition, who can establish "service-centric" The competitive landscape, it is easy for anyone to win in the market competition. Therefore, "Zhongkemei" must know how to maximize the convenience for agents or consumers. For example, in the terminal store to provide convenience for consumers, so we It is necessary to establish a "service-centric" market competition pattern, and each company must know how to establish its own "personalized service strategy".

"China Science and Technology" Competition Strategy

Competition is a painful race, and the running formation will remain the same forever - two small, medium and large. The middle group is a painful group: their position is the most unstable, and they are always overtaken; they face the most competition. Cruelty is often intertwined; they are even harder to advance in their own way, because the runway is often crowded. So, where is the hope of standing out? The answer is: in addition to becoming an expert, there is no choice!

For "Zhongkemei" should be adopted: cost leadership, target agglomeration, unconventional. When used as a dominant competitive strategy, they have different best applicable conditions, satisfying these conditions, the best effect.

The most suitable situation for adopting the cost leading strategy is: 1 product has small profit margin and high price elasticity. 2 price competition is fierce, and innovation is difficult in the short term. 3 the existing market share is large. Under these three conditions, the cost can be slightly reduced. There is a huge competitive advantage. On the contrary, if these conditions are not met, the cost leadership strategy will not win a strategic advantage.

Adopting the unconventional strategy, for cosmetics companies, besides innovation must have a market foundation, it is mainly a requirement of strength, that is, enterprises must have sufficient resources to promote such innovations and guide consumers to consume such innovations. Otherwise, the fate of "innovation" will be "hidden in the deep public, not known", or "making clothes for others".

Only the target agglomeration strategy, which is popularly expert, is an effective strategy that any enterprise can adopt at any time, especially for "Zhongkemei". The reasons are:

First, starting from the enterprise's own conditions, the main limitation of "Zhongkemei" is that resources are limited. The target agglomeration strategy requires enterprises to use limited resources on the most advantageous projects, that is, the "concentration of forces" in military strategy. Principle, in the formation of a comparative advantage in the local battlefield, there will be an important guarantee to win local war.

Second, starting from the needs of the market, "Zhongkemei" can't and does not need to sprinkle the net too much, because: 1 The general trend of consumption is increasingly diversified, personalized, and the transfer of consumer interest is faster and easier. Enterprises do not only need a topic for multiple articles, but also need to change topics frequently. Therefore, the small side is also very promising. 2 Supply can also create demand. For general cosmetics, purchase is not a big problem, the key is products. Whether the information conveyed by itself can make consumers "light up".

Thirdly, from the perspective of competition, expertization is another manifestation of differentiated business strategy and an important means of competition. It clearly distinguishes the operating characteristics of enterprises, and wins channels more than small and comprehensive enterprises. And the recognition of consumers. Maybelline is a good example of special business. It has launched hundreds of lipsticks and became a veritable lipstick expert. In the national sales list of 50 stores, Maybelline has entered the top ten. What is even more enviable is that the image of the lipstick expert established by Maybelline in the minds of consumers is unparalleled.

Female psychology perspective

Nowadays, there are many kinds of women's cosmetics, such as complete grades, anti-wrinkle, whitening, nuclear spots and other functions, and there are certain price differences between brands. The market competition is extremely fierce. Each manufacturer has more shares in the market for its products. Do not spend a lot of money on merchandise advertising, do not open up promotional activities, to promote products to win more consumers. As a manufacturer of cosmetics, only understand the main consumer of today's cosmetics - women's psychological state of purchase, understand their What are the needs of cosmetics in order to develop and produce products that are marketable? If it can develop into a standard model of consumer purchasing psychology, then we must master the market giant, it can be said that it is easy.

First, the psychological characteristics of women's purchase and the characteristics of cosmetics

Women's physiological structure and psychological development are different from men's, and they have different characteristics in purchasing psychology and purchasing behavior. Men's purchasing products emphasize the utility and physical properties of products more, and the purchased goods are mostly higher in price. "Hard goods", such as furniture, household appliances, etc., have greater control over acceptance. While women's desire to purchase is more intuitive, the influence of buying an environmental atmosphere emphasizes that "beauty" is susceptible to perceptual effects and generates purchases. Walking into the mall, I accidentally saw a beautician using a certain brand of cosmetics to give a model or customer a beauty demonstration, the fragrant smell of cosmetics and the good effect after makeup, which became a strong attraction for them. Force, will make women produce good feelings and associations, which will lead to purchase motives, generate purchase behavior, this purchase behavior is impulsive, irrational.

In addition, women are psychologically self-aware, often buying what they like, what they like, and what criteria they use to analyze others and themselves. People often say that women live in a fantasy, sensitive world. Their nerves are very Sensitive. For example, when they buy food, cosmetics, underwear, and clothing, they rely on subjective feelings, based on what they see, hear, and touch, and then decide whether to buy. Therefore, in the sales of makeup crystals, Don't ignore these feelings of women.

With the changes in social politics and culture, the development of the economy, the fashion of the times, and the influence of group quality, people's psychological satisfaction with some commodities has exceeded their use value. This is the emotional commodity. The commodity in the emotional market. Do not care about the price level, but whether to get the consumer's emotional satisfaction and psychological recognition, its use value is not the main. The use value of women's cosmetics is to nourish and protect the skin, emotionally it meets the female beauty, I hope that the psychological requirements of youth water station. Some foreign cosmetics companies are taking advantage of this consumer psychology of women, so that their products sell well.

Based on the above analysis, we will lead the new year "Zhongkemei" image promotion and advertising communication phased program.

Promotional start-up phase

Advertising soft text concept

Advertising soft text was first created by health care products. Minion Platinum created a miracle of quick start of the market with soft texts. There are few health products that do not use advertising soft texts. The soft text of cosmetics industry has also become popular, Zheng Mingming, Gao Zi, Yi Mei, etc. They are all using. In particular, Ding Jiayi, who made a big fuss in the Shanghai media last year, has thoroughly adopted the marketing model of health products, and the concept of "bioactive cells" has really opened the eyes of Shanghai women. This new cosmetics marketing The way, it has created some brands. Marketing in the form of advertising soft texts, like a rookie, the brand stands out in the short term, but also touched the hearts of many Amy ladies. It can be seen that the charm of advertising soft text is so great.

Therefore, the opening of the general publicity plan for the new year should be started in soft text.