Open-framed, as the name suggests, is an open shelf. And the channel, the general open frame is similar to Watson's, or some foreign drug store outlets, is equal to the supermarket, buy their own. This dominant type of cosmetics store is mainly based on the amount of passengers.
What do you do when Watsons comes to Watsons in the retail store? Brand business Yalijie, your system can meet the needs of production, research and development, direct supply and other industrial chain?
From the point of view of the current main open area, the products in the open area have low price and fashionable characteristics. From the perspective of many brand propaganda, it is hoped that cosmetics stores can use the products in the open area to guide the flow of passengers, and then lead them to consume the products in the back cabinet area in the case of high popularity. However, the author found that the relationship is not very uniform when communicating with the majority of cosmetics store owners. As the general manager of Yangzhou Jiajia Cosmetics Chain Zhang Qingfeng said, “low price and fashion are not suitable for every cosmetics store.â€
1. The product structure of the store determines whether it can be opened. The form of the cosmetics store itself is very important. In the commercial area, the convenient type, the campus area, and the industrial area, the cosmetics shop itself has different selection and positioning. The positioning is different, the product structure is different, and the product structure determines the consumer group. Your product determines whether you can open the open area, which is consistent with the location of the store.
The concept of the open area is also an imported product, which is a guide from everyone in Watsons (or many drugstores abroad). The reason why Watsons can do a good job in the open area is that its industrial chain is large enough, and its financial strength and operational strength are strong enough. Its open area has truly become its own brand, a brand in the true sense.
The private label is the main product of the open area, which is to let consumers choose more value for money products. For example, Wal-Mart does its own brand, the purpose is to allow customers to choose affordable products, better value for money, and better meet the needs of consumers. It cancels the intermediate link between the brand and the agent, and the cost of this link is given to the consumer. It's produced with strong enough influence from stores and terminals. "We are now so small in channel and capital, and the influence of our own brands is very small." Pang Wenqiang, a well-known marketing expert, said, "From the current point of view, many stores have not formed a brand effect before, and they cannot Emphasize your own brand."
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