化妆品直营分析（Direct analysis of cosmetics）.doc

化妆品直营分析（Direct analysis of cosmetics） With the increasing competition of domestic cosmetics market and the marketing operation mode of homogenization, more enterprise brands are seeking a new breakthrough! Stores have been a lot of brand as a contempt for the circulation of small channels, but accompanied by guerlain beauty, natural hall, the poem brand such as diffuse from the rise of the stores, more upgrade corporate brand started to store channel operation, cosmetics stores the survival environment of certain optimization, but the quantity of the rise and the cost of a variety of stores, specialty stores its own terminal operations will become the focus of many enterprises, agents operating practice improve. 1. Increased competition in cosmetics monopoly channels Cosmetics monopoly has gradually become a trend in the diversified development of daily industry channels, and many prefecture-level and county-level city cosmetics sales are rising rapidly in the form of franchise stores. As a sales channel, it will be more and more intense channel flattening and model homogenization competition impact: (1) the competition for exclusive sale by the peers. Cosmetics is a kind of high profit industry, with the development of economy and peoples rising consumer demand, cosmetic requirements are also growing steadily, also makes more and more agents, business to join hairdressing cosmetic monopoly channel, but as a result of rapid development will bring market competition brand, industry monopoly competition and store terminal resource scarcity, cost rise, has formed many stores operating profit bottleneck. (2) business model impact. International and regional development of ultra fast penetration, large chain will also gradually washing cosmetic beauty makeup of the key procurement to promote to many key chain super also with affordable mass consumption is given priority to, its brand and scale effect to store access form. Some cosmetics brands through large business supe