Choose a good product, long-term operation, ALL IN, this is the cosmetics agent of Shenyang Yizhinuo.
01
Set profit + strict price control
According to the two major selection criteria of Yizhinuo
In the Liaoning market with a population of 42 million, registered cosmetics agencies are mainly distributed in Shenyang and Dalian. The physical distance is far away, and when the general cosmetics brand enters the Liaoning market, it will not set up a provincial-level agent, and it is customary to separate the Dalian market in a remote corner.
Dalian City set up an office of Yizhinuo Commercial And Trade Co., Ltd. is a minority, the service can cover the province's agency company, at present, has been in the province layout of more than 500 outlets, mainly concentrated in CS channels.
In 2005, Qin Hongjun began the entrepreneurial road of Yizhinuo Commercial Co., Ltd., handling imported and domestic brands such as Polai, Miao Paris, Afu, Jia Meile and other large and small brands, big waves and sand, and gradually iterated, by 2021, the 30-person scale agency company only retained two brands of Aurofi and Su Liansi provincial agency rights, why?
"We're willing to work with people who can really see the nature of business."
△General Manager of Shenyang Yizhinuo Trading Co., Ltd. Qin Hongjun (middle)
Qin Hongjun told the "Cosmetics Finance Online" reporter that after many years of agency business, yizhinuo contacted many brands, and now knows very clearly what he wants, "As a CS channel agent, there is no need to pursue superficial flashiness, we choose products, first set profits, all walks of life have their own reasonable profits; more inclined to choose those brands that attach importance to offline channels and strictly control prices, avoid manufacturers that have too high a right to speak and engage in 'one word hall'. ”
Since taking over the Olofi brand in 2006, Yizhinuo has been a provincial generation for 15 years, and has been the first in the national provincial market for 13 years.
Many agents have been looking for "good brands", and Qin Hongjun believes that Olofi is a "good brand". It is reported that in order to operate Olofi and lay the foundation for channels, Yizhinuo has invested at least 30 million yuan in 15 years.
Qin Hongjun very much recognizes the brand operation ideas of He Guoguang, chairman of Hangzhou Aofei Group: Olofi has completely stripped the online and offline product lines, strictly controlled the string of goods, deeply cultivated the ground channels for many years, and attached importance to terminal entities; on the other hand, the in-depth cooperation between Aofi and Sephora has led to the improvement of brand image and better operating benefits.
02
"Termination of Cooperation at a Discount"
"Offline is bound to warm up"
Looking back at the impact of channel diversion on CS channels in recent years, for agents, it is more and more pressure to collect payments every year - "The channels of competition have increased, but it is difficult to maintain the original shipments." Brand tasks remain the same, but the pressure has increased, and some brand pressure behaviors still exist. ”
For stores, it is a diluted profit year by year - "offline physical stores have to fight a price war to seize the market at low prices, the original net profit is 30%, now it may only be 8%. ”
"Sister, what do you want?" We have activities at home, 100 get 80 free! ”
"This was the most common solicitation tactic used to be on the CS channel, but it's no longer useful." Qin Hongjun said, "Endless discounting completely deviates from the natural state of consumption, because cheap is not the final demand of consumers, and the product is easy to use." Therefore, we have a rule for stores to terminate cooperation once there is arbitrary discounting. ”
It is reported that Su Lian Silk, another main brand of Yizhinuo Agent, does not do circulation and online sales, nor does it open a Tmall flagship store, and resolutely opposes the online sales of Su Lian Silk by agents and stores and the price of string goods, so as to protect the interests of channel providers from being infringed.
"Brands that do well online and offline are only zero-sum games. I think that brands are either online or offline, and the key is to see where you can play a role and produce greater benefits. ”
Many brands are heavily positioned online, and there is a supply gap offline, which has moved the space for the emergence of new brands. On the other hand, brands launched from offline channels to e-commerce will certainly have certain difficulties in returning to offline in the future. "When you leave, there are already new brands emerging." Qin Hongjun said.
With the entry of cosmetics into the era of strictest supervision in 2022, a number of new regulations such as the Measures for the Supervision and Administration of The Production and Operation of Cosmetics, the Regulations on the Administration of Cosmetics Registration and Filing Materials, and the Regulations on the Supervision and Administration of Children's Cosmetics have officially begun to be implemented.
"With the help of the state, physical commerce will return to revival." Qin Hongjun firmly believes: "The CS channel is very promising, and it is time not to break or stand." ”