We are in a great era of the prelude to service marketing. The market is changing, competition is intensifying, consumers are becoming increasingly mature and rational, choices are getting richer, and temptations are getting more bizarre. Business owners are racking their brains to achieve marketing goals. Advertising is just a necessary marketing tool. Nowadays, consumers face shelves full of cosmetics and have become indecisive. The enthusiastic recommendations from sales promoters in malls cannot move the "hearts" of these consumers. Perhaps, when they buy cosmetics with great excitement and use them at home, they find that they are not suitable for their skin type, and immediately regret spending money unnecessarily, which affects their mood. From then on, they become more cautious. As a result, beauty services in malls and large supermarkets have increased. Various beauticians look around eagerly, searching for targets. Beautiful women going in and out of malls may easily be noticed. Their enthusiastic invitations make it hard to refuse, so they can only endure the gentle "knife" and buy products to get away. This kind of situation is common and no longer surprising. People have started to accept this service model, where spending money is not just about buying products but also services. The rise of professional beauty and skincare institutions has fueled this wave of service demand, leading to significant changes in marketing strategies.
Franchise chain stores are widely recognized as the marketing model with the least investment, fastest results, and highest success rate. According to statistics published by the International Ministry of Commerce, the success rate of independently operated businesses is less than 20%, while the success rate of franchise chain stores exceeds 90%. The reason for the success of franchise stores lies not only in the advantages of unified brand promotion and centralized distribution but also crucially in the operational guidance and employee training provided by headquarters, allowing you to become an industry expert in the shortest time possible. Based on this market experience, the call for chain franchises has grown louder day by day. From McDonald's to KFC, from Lianhua to Hualian, from Metro to Carrefour... all industries are forming alliances, and there is no place in the world without chains!
The domestic beauty chain market has undergone qualitative changes in just a few short years: from nothing to something, from high-end to mid-low end, the trend of popularity is growing stronger. In the past, people would go to department stores or malls to buy cosmetics, but now the widespread presence of beauty chain stores on every street corner provides shopping convenience. Moreover, they can enjoy professional guidance from beauticians or special care services.
In the fast-paced modern life, urban women are more inclined towards fashionable beauty and leisure ways. When they are exhausted and finish a week of hard work, the simplest and most pleasant way to quickly eliminate fatigue and restore their youthful luster is to go to a beauty salon, relax their entire body, and fully enjoy the pleasure of beauty and fitness. A brand-new personal care and beauty concept has quietly emerged in major Chinese cities.
Department stores symbolize the image of urban areas. With dense populations, department stores are often located in commercial centers, and cosmetics are one of the main commodities in department stores. Therefore, department stores become a must-pass road for the retail of cosmetics. World-renowned cosmetic brands mostly lease counters in department stores for sales, such as Japan's Shiseido, Beijing's Oblei, and France's L'Oreal and Maybelline, all taking department stores as their main marketing battlegrounds, showcasing a beautiful urban landscape.
On the other hand, the direct sales model, which shares the cosmetics market equally, is increasingly forgotten. People are accustomed to focusing on surface issues while neglecting the momentum of direct sales. According to surveys, non-traditional terminal cosmetics that do not rely on mass media advertising almost account for half of the total cosmetics sales! Due to their promotion of professional service or affectionate consumption concepts, they are not easily noticed. However, the business philosophy of professional chain institutions soon becomes deeply rooted in people's minds because they can provide perfect products and complete, professional care services, making them increasingly favored by urban women.