Sephora: to copy the two and a half & # 32; Open 2000 stores
In Europe, the United States, every minute can see a sephora ( SEPHORA) Shop, every ten thousand people gathered area have a sephora. If you want to reach this level, sephora number of stores in China should be even more at home. Even as Europe and the United States's largest cosmetics retailers on the market, this figure has big to let them feel surprised - — Sephora at present all over the world with a history of years also however. Sephora, of course, China is far from set ambitious goals like that. Under the tension of the financial crisis, however, they did not slow down the pace of expansion in China to maintain the established goal: to reach home. 'The financial indicators are proved, sephora China is in a very healthy and very good investment phase. Based on the result is satisfied. 'China gm KangYaJun said. Sephora originated in central France town limoges, founder of dominique mangos, cosmetics sales boldly to pull out from a department store counter, the first real cosmetics store is raised. Years, sephora to join the world's first luxury brand company LVMH ( LVMH) 。 A deep-pocketed group means that new store can get the corresponding financial support. In the early years, have, according to data from the year sephora will invest one hundred million yuan to the expansion of the Chinese market. Obviously, at the time of opening, sephora localization is not too much. Equipment, brands, are imported from hardware and software, the cost is very high. Consumers feel indeed, however, is the international line of cosmetics store. 'In terms of financial investment returns and risk control, the group has a very strict standards and procedures. Every open a shop by a dedicated team based on region selection, consumer trends, such as the ratio of input and output aspects of the audit. 'KangYaJun believes that such process is efficient to carry out, not only restrict the development of the local, it provides the scientific basis for its success. However, this time they did not make the mistake the Japanese market. LVMH decentralization to sephora China, let them better close to consumers. Originally is the most pay attention to the Chinese consumers skin care products, cosmetics, as perfume is often out of place in the purchase of luxury goods. And the men of cosmetics is stay at a respectful distance from sb. Sephora, however, opened up a special space for the fragrance and the cosmetics. Sephora this year also played the 'cool dads' concept, and mainly introduced the armani, men's brand lancome, etc. Time to prove everything. Years in China, sephora has breakthrough on these two types of product sales similar average level in the Chinese market. Said to rival, sephora main high-end cosmetics and perfumes, and usually, Chinese consumers are more familiar with salsa focus of end products, in the end consumer, and Watson is more popular. Perhaps the world cosmetics retail leader in China's biggest rival is a department store counters. In the sales of more than one hundred million yuan in cosmetics, retail shop sales accounted for %, and the data in Europe and the United States is %. It is necessary to entity stores the strength of the attack. Sephora has, according to a survey of China over thousands of high-end consumer groups in Shanghai, and the coastal cities is the most suitable place luxury consumption. Such 'sephora next will open more stores in Beijing, Shanghai, and quickly into dalian and chengdu. By contrast, was once thought to sephora China expansion plans important strategy of online sales is quiet a lot. According to sephora e-commerce manager Lu Wenhao online member cumulative, in years, online sales target is RMB ten thousand. According to iresearch consulting company '- Network shopping market trend forecast report, in China, China's online shopping transaction scale will reach one hundred million yuan, at the same time 'in the network shopping users buy goods categories', according to the user account for online purchase cosmetics. %, this means that the network of cosmetics sales total about one hundred million yuan. Sephora China online sales development space is huge. This and the establishment of the sephora website at the beginning of the dream match - — Become China the only major cosmetics brand authorized the most complete and largest cosmetics retail site.