2019 cosmetics sales work plan

I have been engaged in cosmetics sales for many years and have been watching the sales trend of cosmetics at work. With the improvement of people's living standards, the material conditions are high, and the requirements for quality of life are also increased. To this end, I have made a 2019 cosmetics sales work plan, which only represents some of my advanced cosmetics sales model. view.
First, before doing the 2019 work plan, I will do some statistics first. At present, among the nearly 4,000 cosmetics companies in China, manufacturers who take the mainstream sales route, commonly known as “doing the terminal” or “daily line”, account for only about 15% of the total number of enterprises. More enterprises adopt circulation, counters, and brand monopoly. Shops, professional lines, and channels and methods for large-scale department stores or retail groups. In addition to department stores, supermarkets and franchise stores, many new formats for cosmetics sales have also revived, expanded and prospered. At present, factory direct sales, online shopping, TV shopping, mail order, vending kiosks, drugstores and other forms are springing up. Grow and grow. Although enterprises have chosen their sales channels for their historical reasons, today's road crisis is becoming more and more serious. It is no longer a wise man to take precautions, but a problem that enterprises must face.

TV shopping generally refers to a non-store merchandise sales model in which consumers understand product information through television, internet, and catalogues, and use telephones and online orders to deliver goods by professional logistics companies. Since there is no middleman, TV shopping can provide consumers with more affordable products.

Modern TV shopping, which focuses on TV broadcasting channels, is different from traditional TV direct sales. It is an emerging way of selling goods and is a brand new retail sales channel and platform. According to the process of TV shopping, it can be divided into four major parts, namely, product selection, program production, call center, and logistics distribution. Modern TV shopping is done in a way of "teaching and buying, not selling", starting from the needs of consumers, purchasing and teaching, and broadcasting methods using live broadcast and recording.

The shopping channel with TV station as the main body of operation is a platform for product sales , and it is a “sky supermarket” without shops. The goods sold are also essential in daily life, such as digital products, cosmetics, household items, and so on. Due to the variety of products, popular closeness to life, factory direct price concessions, good reputation and quality assurance, the TV shopping channel has been popular among consumers since its launch. The development of TV shopping channels has also achieved gratifying results in the past two years.

Since the birth of the shopping channel, cosmetics and other products have been promoted as major commodities, and modern TV shopping has become a new way of cosmetics sales .

Shopping at home, gradually becoming fashionable With the rapid development of the economy, modern family life is also changing. Trivial life, busy work, and crowded traffic often make shopping less fun. But perhaps everyone has noticed that family shopping is quietly changing such helplessness.

A consumer survey of TV home shopping conducted by tns, a world-class market research company, shows that among all brands of TV home shopping, Shanghai consumers have the highest brand recognition of Oriental cj home TV shopping, especially Young female consumers aged 25 to 34. In the early Taiwanese TV broadcasting channel, consumers may not spend NT$30 or NT$40 in the supermarket to buy cheap shampoo. They would rather spend NT$200 to shop on TV. Although the price of the product is several times higher, the quality and safety of the product dispels the customer's doubts. Under the premise of reliable quality and perfect market system, Taiwanese consumers prefer TV shopping.

In South Korea, where TV shopping is more mature, consumers have become a consumer habit and fashion through the purchase of cosmetics on the shopping channel.

It is reported that the loess beauty soap introduced by the Korean soil middle-aged actor Jin Yingai, the loess cosmetic company, has earned 1.7 billion won in less than two hours on tv shopping TV.

On June 22nd, Korea’s cj TV shopping in the authentic soil garden launched a cosmetics product earned 900 million won, and then on the 29th, in the gstv shopping TV, through 2 hours of special programs, suddenly sold 2,600 copies, the proceeds It has reached 1.7 billion won. This earned a total of 2.6 billion won in the two-week program.

In the shopping program broadcast on the 29th, many viewers had to book loess cosmetics at the beginning, and the phone was smashed. After that, more and more customers called, so that they had to interrupt the order in the middle.

Because convenience and quality are guaranteed, shopping at home will become more and more a consumer choice for consumers in the future. TV shopping will also become a new channel for cosmetics sales .

a wide variety, cheap

TV shopping programs are mainly broadcasted by housewives. The goods marketed through TV sales are varied. From underwear to leather shoes, from toys to furniture, from beauty products to digital home appliances, everything is available. It adheres to the principle of “not asking for more, things must be good”, and the target group of consumers is targeting white-collar women aged 25-45, which provides a good platform for the sales of cosmetics.

Some insiders predict that in the next few years, there will be 3,000 kinds of goods in domestic TV shopping. In addition to cosmetics and household items, from houses, cars, to travel vouchers, it is possible to appear on television. Usually, the products offered in the TV shopping program are cheaper than those sold in the market, because it does not require special shops and fixed sales personnel, and the natural cost can provide a relatively low price.

Since cosmetics are suitable for sale through TV shopping, the TV shopping channels that are currently launched in China have opened beauty and cosmetics columns. The number of cosmetics is also maintained at dozens to hundreds, and the price is usually cheaper than traditional channels. It is also ideal for live TV shopping. Among the products purchased through TV shopping, the largest proportion is cosmetics, accounting for 30%, followed by daily necessities, fitness equipment, electronic products, food, and jewelry.

Detailed introduction, functional image

TV shopping is actually a big store. TV can be called a shelf. TV shopping publishes product information through TV, and uses the phone to contact home delivery. The toll-free phone is a bridge between buyers and merchants, and has a unique marketing style. Each time the host will invite the manufacturer's representatives to make the program together, each product will be introduced to the consumer from various angles, and the impromptu performance of the on-site model will be interspersed. The whole show will make people's eyes shine. If the audience does not see it for any reason, they can also search for programs on the website, watch online, and have free calls to receive product inquiries. At the traditional cosmetics terminal counter, it is impossible for a promoter to spend half an hour on each customer to demonstrate the explanation, while the TV shopping program can do it. Nowadays, "TV direct sales" with few varieties and high prices has become history. Home TV shopping has begun to guide the new concept of shopping with good quality, complete variety and convenient operation.

Attentive service, convenient and worry-free

Nowadays, consumers who have difficulty shopping for various reasons often use TV shopping to solve their shopping needs. TV shopping caters to the fast-paced lifestyle of modern people. There is a kind of public at the consumer level in the society. When they buy goods, they are not willing to spend a lot of time and energy to go shopping, so "TV promotion, telephone ordering, clerk delivery This kind of operation mode has been welcomed by this group of people. As long as the consumer has a phone call, someone will deliver the products you ordered to the door, greatly improving the work efficiency. As TV shopping shortens the intermediate links between production and sales , the product cost is lower and the profit margin is larger. This model is also very popular among merchants.

Young white-collar consumers generally agree with this form of TV sales , thinking that it saves time and the price is acceptable, especially through the explanation and demonstration on TV to explain the functions and characteristics of the goods clearly and make consumption Those who are willing to go through TV sales to buy some "go to the store may just look at the goods that have been put away."

From the simple TV direct sales in the beginning to the concept of home shopping, the TV shopping program has abandoned the original preaching model, and adopted some life-oriented scenes, adding interactive participation and making TV shopping. Brought an entertaining taste.

Due to the unique media propaganda and intuitive and credible features of TV shopping, many products are increasingly adopting TV shopping as their new sales publishing platform. TV shopping can not only sell products, but also advertise and promote businesses through TV platforms. Although the shopping channel can play the performance of advertising, the core trait of the TV shopping channel is not its media characteristics, but the existence of the channel. In the United States, Japan, South Korea and other countries, TV shopping is an important channel for consumers to buy goods. Experts believe that with the accelerated pace of modern life, TV shopping will set off a third wave of shopping after department stores and hypermarkets. More and more cosmetics manufacturers have begun to use the TV shopping channel as a kind of channel combination punch. It can be said that modern TV shopping is a new way of cosmetics sales .