Wei Ni: 30 square meters cosmetics shop, more than 300 square meters Watson money? i dark horse: Wei Ni, only 30 square meters of a cosmetic shop, the shop selling only a cosmetic brand. However, compared to an area of 300 square meters, with all major cosmetics brand Watson, this store was more profitable. That is why the Internet business in full swing of the moment, on the air, one pigs fly and fall:? When dancing, and more is sought; when falling, much of the criticism. Two brand competitions in the same industry, we tend to get accustomed to the ability of business as the reference standard: Which is more profitable brand, which brand is better.
Then, as a starting point to this conclusion, the analysis of the more lucrative that the success of a brand N reasons. Down process from the results, the results will determine the success of the process is correct. The logic seems reasonable, in fact, became a self-proclaimed by the usual trick. The business world, a moment of glory can not represent the end result, it seems to adhere to and pay for the foreseeable future, they often become successful finishing touches before. This time the business community to observe, analyze brand is \u0026 ldquo; Weini vinistyle \u0026 rdquo; \u0026 mdash; \u0026 mdash; a development five years the verge of death several times, but again and again Nirvana transformation exclusive cosmetics brands. If you take the industry benchmark Watson and Weini comparison, Watson's shop area is Wei Ni of 10 times, but Wei Ni store floor effect was nearly twice Watson. Up to now, 23 provinces in the country Wei Ni of 119 cities have developed more than 500 stores, single-store average sales of 80 million, up to more than 300 million, in 2014 the overall sales of 3.4 million. Only from earning capacity point of view, indeed exceed Weini Watson. However, I do not want to go backwards from the result to flaunt how successful Weini process has, on the rise of a greater sense of Wei Ni represents the cosmetics industry developments: cosmetics stores are replacing mainstream shops. Cosmetics shops: 2005 did not go through the entrepreneurial path Allen is 31 years old. Shortly after the thirties, he decided to start a second venture: to enter the cosmetics industry. First venture, Mr Allen do is beauty salon. From Yancheng a beauty salon franchisee, to Jiangsu brand distributor, first-time entrepreneurs so smooth, in the accumulation of the pot of gold, but also accumulate experience in business management and development chain. Chinese entrepreneurs to grow can be divided into two phases: the first phase buttresses toddler to franchisees or dealers identity, with the others business platform to complete savings accumulation and entrepreneurial capacities of the original funds; second stage free run, the creation of a personal brand based on the first stage on the realization of their own businesses. But, at this stage the risk is still high, most people choose stalled. ALLEN completed the first phase is very successful. During the operation of beauty salons, cosmetics sales beauty line he found was very hot, and considerable profit margins, but the domestic cosmetics brand in different ways, the industry is very confusing. Mr Allen recalled, when he discovered that the \u0026 "cosplay haruhi suzumiya " ldquo; \u0026 rdquo ;. outlet Thus, in the fifth year of operation of beauty salons, he gave up that this is a mature business, broke into the cosmetics industry, starting their own businesses in the second stage. Beauty cosmetics retail service from the initial period of time, Mr Allen is dark ahead. First cosmetics retail stores, from site selection to the store design are his personally completed.
At that time the smartphone is not yet universal, not readily take pictures Allen on the day glued to Watson, Sephora, store carefully with the memory layout of each square, and then right back in the paper draw from memory. August 21, 2005, in Nanjing, a crossroads Allen's first cosmetics franchise store opened. The so-called franchise stores, is a multi-brand stores, similar to Watson, Sephora, a store where agents on the market a variety of popular cosmetics brand. Because at that time Suning, Su Guo two companies nationwide famed Nanjing Allen thought of cosmetic chain stores, thus named \u0026 ldquo to this franchise stores; the Soviet-American \u0026 rdquo ;. However, things far cosplay costumes for sale better than imagined. Results Soviet-American cosmetics franchise store opened in advance after far less than expected, and the performance of a beauty salon when more can not be compared. Later Weini cosmetics stores in successful recovery disk ALLEN early this experience, that the reasons for Soviet-American cosmetics shops no success: copy had Watson's business model, but can not replicate brand value Watson. Meanwhile, as a start-up enterprises in the supply chain it is difficult to achieve such a large enterprise resource integration.
At that time more Chinese cosmetic brand franchise stores, a second-tier cities concentrate like Watson, Sephora, Salsa big brand, smaller brands are to avoid the edge, have entered three or four lines of urban development. Soviet-American selection seize food in such a second-tier cities of Nanjing and the big brands, with predictable results. A foot inside the industry, he was head poured cold water. Mr Allen did not give up, but immediately demand \u0026 ldquo; \u0026 rdquo ;, the antidote for which he came to South Korea. Learn Korea: from specialty stores to specialty stores: 2005 winter location: Seoul, Myeongdong shopping street characters: ALLEN purpose: to save the United States and the Soviet Union came to Korea, because it is the fashion capital of Asia, Mr Allen wanted to come here to take a chance, see if you can find ways to save the United States and the Soviet Union. And when Mr Allen truly set Myeongdong street, a sight that made him completely stunned: from the street to the end of the street, just 4.4 square kilometers, and only palm-sized commercial street, bustling gathered hundreds of single-brand cosmetics stores. Pretty fine, style uniform store image; professional patient, meticulous personalized service; hot lively, bustling sales environment. All this no let ALLEN themselves. \u0026 Ldquo; a shop selling only one brand of cosmetics \u0026 rdquo; single-brand cosmetics market in China is still blank then Allen first realized:! Original cosmetics also can be sold. Chinese cosmetics mostly set up in business over the counters, take the high road, to attract a certain strength of consumer groups, but the competition has been very intense, a new brand created tremendous cost. In addition, supermarket counters, and multi-brand franchise stores are large and the development of ideas, products encompassing, in addition to skin care, personal care, as well as large Japanese products, professional enough, can only attract low-level groups. Compared with the super counters and multi-brand franchise stores, the advantages of single-brand stores that can achieve the ultimate brand image, service more professional. At the same time, maintain the system through the entire store membership, firmly grasp the consumers, increase brand loyalty. The super counters in terms of brand image a bit "discount tiara " thin, only relying on ad natural sales, store sales in the whole atmosphere is far less than the store. In 2004, South Korea established a mainstream channel to store cosmetics retail model, but long before South Korea, Western countries have had many success stories. Such as the UK leading personal care brands the body shop store, after twenty years of development in the world, nearly more than 3,000 stores, while South Korean domestic brands rely on the face shop store development model is also just a few years become a listed company. Then, after returning Korea Allen immediate decision: Soviet-American cosmetics company in transition monopoly model.
Initially, Mr Allen has not created Weini brand, according to the prevailing strength, he chose a safe route: South Korean Deputy brand cosmetics in China to test the water monopoly. December 2005 Allen agent Korean brand DoDo Club cosmetics stores in Yancheng opening day sales broke through the store forty thousand yuan. This time, Mr Allen's nothing wrong. Live on their own due to pre-market gaps, success DoDo Club monopoly model, making the Soviet-American companies to become China's cosmetics market highly anticipated star. Under no circumstances do any branding, only one year, DoDo Club in the national development of more than 100 stores. At the same time, DoDo Club's success also attracted the Korean market's attention. South Korea's third-largest cosmetics company ALLEN Korean Buddhist group took the initiative to offer an olive branch, the United States and the Soviet Union became the Buddha Korea's high-end brand distributor in China it's skin. In March 2008, Wuxi's first store opened it's skin cosmetics Allen began a multi-brand cosmetics monopoly operations. However, and Korean brands honeymoon period did not last too long, the crisis occurred. In 2008, the Beijing Olympic Games, the whole country under strict control of a liquid stream, causing delays through the declaration of cosmetics from Korea, DoDo Club Great area in China stock market. At this point, DoDo Club headquarters in South Korea took the opportunity to come to China to dig the foundation franchisee commitment not only to provide goods immediately, but also cheaper than the Soviet-American's purchase price. \u0026 Ldquo; someone else to raise the baby will still be taken away by others \u0026 rdquo; in that the franchisee is \u0026 ldquo; instigation \u0026 rdquo; after the news, more than anger Allen flew on across the company make a decision:! In 2008 before the end of the year, we must develop a Soviet-American company's own brand! against two years of accumulated experience in the market, and South Korea upstream supply chain resources, after six months of overtime and night, Soviet-American company in time before the end of the successful launched its own brand \u0026 mdash; \u0026 mdash; Weini Vinistyle. December 26, 2008, a five-star hotel in Nanjing, Su Wei Ni US company held a new conference. Conference, Mr Allen to the scene of nearly 100 franchisees carefully about the turn of events occurred this year the company, and the brand was founded in order Weini efforts. Franchisee scene almost all said that next year will continue and Soviet-American company signed a contract to replace all the DoDo Club stores as Wei Ni brand, to resolve this crisis. Wei Ni: Monopoly cosmetics chain expansion from 2009 to 2010, Soviet-American company on the one hand to help franchisees done by DoDo Club shift to Wei Ni brand, on the other hand, based on the experience of the past few years to accumulate sorted out Weini Cosmetics store model system. Because of the beauty salon business experience, service awareness service industries seared into ALLEN ideas, it also indirectly affects the Wei Ni exclusive cosmetics brand culture. Wei Ni flagship consumer concept is called \u0026 ldquo; one hour nursing color cosmetics \u0026 ldquo ;. Wei Ni customers into the store, the clerk will give professional care recommendations based on skin condition. Also, the shop clerk will set of products, including cleaning category, skin care, makeup classes, all free to help consumers make a trial. In this way, the experience of the process, consumers often have at least some interest in a product, and thus contributed to the consumer. Mr Allen believes that cosmetics store product consists of two parts, not only physical products, products should also include services.
Domestic franchise stores and services as well as professional degrees is far less than the depth of the stores, while stores average length of customer service in 40 minutes or so, and domestic franchise stores average selling time of only five minutes. After all these years of toil Allen in China's cosmetics industry has opened up brand monopoly model, and through the development of Wei Ni prove the feasibility of this model. Up to now, five years, Wei Ni cosmetics stores in China has exceeded 500. In the future its own brand-oriented than store expansion rate, more concerned about the brand ALLEN cultural acceptance among users. In 2010, Wei Ni please domestic well-known illustrator to Weini culture as the theme, designed a series of comics 'Wei Ni of time train', making the brand a more down to earth way into the children's minds of consumers. In addition, some users Weini lottery every year from vip members visited Korea in factories to build user confidence in the product. In ALLEN view, the domestic cosmetics market monopoly outlet has only just opened, Wei Ni goal is the body shop, the face shop, pigs do not do on the air, and the birds do on the air: when the wind blows, flying more high; when the wind stopped, still able to fly farther.