CBO reporter Zhu Cong
According to the incomplete statistics of the "Cosmetics Finance Online" reporter, from 2021 to the recent, 18 new beauty collection store brands have emerged. From taking advantage of the trend to the difference segmentation, these 2.0 version entrants began to distinguish themselves from the phenomenon-level beauty retail brands such as THE COLORIST colorist, wow color, plum, and black hole in the capital behind them, the structure of goods, operational thinking, and scene creation.
Since the emergence of THE COLORIST colorists and plums, new species of beauty retail have entered people's vision, and subsequently, new beauty stores across the country have emerged in an endless stream. So far, douyin, little red book, public reviews on the new place where people compete to punch cards, big brand samples, beauty, skin care products, daily chemicals and other cosmetics stores that sell piles of goods seem to have never cooled down.
Some relevant institutions predict that by 2025, the size of China's beauty market will enter the trillion era. Trillion cake, who will share it? Since 2021, which new beauty collection store brands have rushed to enter the game? What are the new trends?
△ List of brands of new beauty collection stores
01
First-line real estate "personally off"
In first-tier cities, immersive all-ecological commercial complexes that attract young hipsters and high-net-worth individuals with purchasing power have entered the market.
BFC, which spares no effort in the self-operated field, has expanded its "territory". In August 2021, the beauty lifestyle collection store Aaddd was launched, located in the shopping mall B1, with a strong artistic atmosphere, and the official note is derived from the English word "add", which means "beauty + art + life + beauty".
In terms of products, aaddd covers more than 40+ domestic and foreign brands, with high-quality, personalized niche perspective selection, involving high-end men and women's skin care, fashion makeup, perfume fragrance, beauty equipment and other products, hoping to create the difference of the commercial body itself.
Real estate developer Printronix Group entered the beauty track.
The first domestic store of "Ambership Ambershi", a self-operated beauty buyer of Printronix Group, is in Shenzhen Printing Center, with brand star products such as LA MER, SK-II, HR, Guerlain, CPB and other brand star products on both sides of the store and the central display area. It is reported that in the future, Ambership will carry out private domain operations, adopt the WeChat ecosystem to build a member operation matrix, and use its own membership system and the advantages of offline space to communicate directly with consumers
In fact, it is not uncommon for self-operated beauty stores in the commercial market. Previously, there were the "cloud store" of Yintai Group and the "G· BEAUTY", Parkson Group's Parkson Beauty, N+Beauty of New World Department Store, SKP SELECT BEAUTY of Beijing SKP-S, Liber Beauty of AutoNavi Land, etc., but the emergence of new brands is still surprising.
02
Cross-border e-commerce and supply chain companies enter the terminal
1/9 beauty choice may sound a little strange, but it is actually the beauty retail brand "Point East Pastry", the parent company has overseas warehouses in Australia, Japan and the United States, covering international supply chains, online e-commerce and offline retail business.
In August 2021, after the completion of the A+ round of financing, "East Point West Point" was renamed "1/9 beauty choice" in a timely manner, with "duty-free shops around you" as the selling point to accelerate the layout of shopping mall stores in first- and second-tier cities, as of now there are 60 stores, and only shanghai's large shopping center stores have exceeded 20+.
YOUNGMAY Yangberry, a beauty collection store opened by the cross-border e-commerce platform, is now one of the internet celebrity stores in Haikou, and said that "all goods are directly sourced from the place of origin, the whole process is subject to The Supervision of China Customs, and the online cross-border goods are shipped from the Haikou bonded warehouse". At the level of expanding stores, YOUNGMAY Yangberry is also currently opening up agents to join.
Belonging to the cross-border e-commerce offline store model, Hainan Whale Network Technology Co., Ltd.'s "WANT! My Global Good" has opened 2 stores in Haikou and played the banner of "Haikou's first big-name sample". It is reported that "WANT! My Global Good" is transformed from "Kojima Tesco", which has 10 years of experience in cross-border e-commerce in Japan, and only opened a physical store in January 2021.
As a beauty format in the JK Jinku shopping mall in Yanji City, Jilin Province, JK Jinku mainly focuses on warehouse-type beauty collection stores, and the source of goods mainly comes from Yanbian Jinku Yuncang Supply Chain Management Co., Ltd., which belongs to the same boss, which is also one of the delivery "middlemen" of Yanbian Prefecture's online live broadcast anchors, and there are nearly 50 local Douyin stores cooperating with it every day.
On April 8, 2022, Lychee LIZZY CLUB, the first 500-square-meter warehouse-style beauty collection store in Jining, Shandong Province, opened. It is reported that this is a high-end new retail beauty collection store created by Generation Z, the predecessor is also an imported goods supply chain company, and in Youzan to do the dark horse store, the founder is only 22 years old.
03
Joining the manufacturing store has become a new direction for entrepreneurship
Changsha, where young people gather, is also the first choice for entrepreneurs to test the waters, and the new collection store brand is also happy to open its first store here.
At present, Mai Xiaoyang MIXYOUNG, which has opened 3 stores in Changsha and other places, is expanding its stores through the franchise model. Franchise information shows that under the data model estimate, including store rent, store location, decoration design, equipment depreciation, labor costs and other elements, in the provincial capital city to open a 100 square meter store, the first batch of funds need to invest at least 294,300 yuan, prefecture-level cities and county-level cities stores need about 230,000-260,000 yuan.
It seems that the similarity with wow color is quite similar to the makeup collection store franchise chain brand "YISUCOLOUR Yisu Life" The main development market is the third- and fifth-tier cities and county-level city business circles, "the store area is concentrated in 50-150 square meters, purchase money + container money + rent, general investment down 10-20 million can be opened." “
In addition to the continuous emergence of franchised brands, there are also suppliers of makeup supply and shelf outlets on the market.
"The company is 100% free of franchise fee, free of deposit, free of management fee, providing beauty supply and shelves." A quotation sent by the staff of a makeup collection source manufacturer to the "Cosmetics Finance Online" reporter shows that in terms of product discounts, "the supply discounts of various brands are different, the domestic products are 1-4 folds, and the gross profit is about 60-70%." The profit of big brands is about 50-60%, and the profit of small samples is more than 80%. If the store is not opened in the middle, the company will contact other partners or channel providers to deal with surplus goods and decoration shelves to relieve worries. ”
04
The new generation of "talk plums" is emerging in an endless stream
Beauty, skincare, cosmetics... In the spacious store, rows of shelves are neatly stacked with a variety of domestic and foreign goods, and the warehouse-style beauty shop boom continues to cause a trend after being ignited by the plum.
On September 25, 2021, Shanxi Retail Leader Mei Te Hao, a top 100 commercial chain, launched the skin care and beauty member warehousing brand store Too Young City aerobic.
"Too Young City Aerobic is a young collection store that displays all the goods in the form of warehousing in the store, and reflects the sense of function, order and rational beauty of the future supermarket style through design." Wang Shuai, president of Too Young City aerobics, said publicly. Because the initials are the same as "Taiyuan City", this beauty retail brand was also expected by the president of Meitehao to promote Taiyuan city culture.
In November 2021, tomato garden, a beauty brand discount collection store, opened in shanghai Pujiang store, using the industrial style "airport" theme, 300+ first-line well-known brands, 3000+ internet celebrity explosive products, from product formal wear to big brand samples, warehouse-style display, high plum content.
In the same month, Linnaeus broke through the pure beauty retail and opened the first Clean Beauty cosmetics collection store, bringing together the world's cutting-edge brands and applying to the use of sensitive skin and super large cosmetics collection store, followed by a direct operation model for brand expansion, planning that by 2022, the number of stores nationwide will exceed 15.
At the beginning of 2022, a warehouse-style big-name small-scale beauty collection store called "Mustard Jiemo" appeared in Beijing, and the notes on the little red book would basically add a sentence of "similar to the words plum". In the first quarter alone, 4 stores were opened, and the online mall and community operations were also following up synchronously, with a rapid growth rate.
05
Temporary discounts and paid membership models appear
There are also gold diggers in the pro-sale business.
Hangzhou Baolong's "patrol" of opening its first store is an example. The main body of the company behind the official account is shown as "Shanghai Patrol Brand Management Co., Ltd.", and Shan Lina, a shareholder and supervisor of the company, is also the executive director and general manager of Zero Beauty Preferred, a retail platform positioned at discounted beauty and snacks. At present, there are 2 beauty discount stores in Hangzhou and Jiaxing.
Unlike other collection stores, Sangguoer mainly does pure domestic goods, especially the collection of cutting-edge brands, and secondly, the entry threshold, membership fee of 99 yuan per year. Opened in July 2021, unfortunately, it was closed around January this year.
The "net red route" requires beauty collection stores to be located in the hot business district in the city center, and the beauty format of Hangzhou Hubin where Sangguoer is located is very rolled, Hubin 88 and Hubin Yintai in77 various big-name beauty brands are gathered, and there are more WOW COLOUR, only write, Xi Yan, KKV, Black Hole and other collection stores are fiercely competitive, an industry insider analysis, Sangguoer's failure may be "poor profitability".
06
From the Volume product to the Volume scenario
Compared with the traditional beauty collection store with a relatively single and stable store image, the new species of beauty retail is becoming more and more ingenious in space design.
In August last year, "steps beauty bookstore" quietly opened in Hangzhou, the overall decoration style of the store is the feeling of Japanese beauty bookstore, showing the warm tone of Japanese log style, and the bookshelf-style display is also unique in the industrial style.
Steps' founding team hopes that the first offline store will be different from other brands, emphasizing its own unique elegance, softness and comfort of the brand. Hoping to present an "anti-traffic retail space", on the right side of the door is the coffee stall steps coffee, which is not only for in-store guests, but also for an independent open café.
In January this year, the parent company of THE COLORIST colorist kk Group opened a 1000㎡ beauty collection store Colorist Home in Changsha, which was called "Colorist Plus" by netizens, the store was based on the theme of "60s Futuristic Space Age Degisn", and the spatial style presentation was based on the "future cabin" in the eyes of the 60s as the first perspective, creating a beauty "terminal".
The super station Platform Zero, which opened in January this year, is "Guangzhou's first 3,000㎡ super trend collection store", "a fashion collection store brand focusing on global high-end consumer goods", focusing on beauty skin care, fashion jewelry, trend clothing, life home and other categories, single-family two-story 3000 square meters, industrial decoration design, there is an "IKEA" atmosphere.
There is no doubt that sacrificing a certain "utilization rate" to create a social personality scene in the beauty collection store is becoming a new direction for the beauty retail industry to "roll up".
07
"Backdoor momentum", second- and third-tier CS stores follow the trend?
Since last year, some CS stores in second- and third-tier cities have also transformed, through decoration changes, taking advantage of the recent momentum of beauty collection stores, playing the banner of "the first local beauty big-name small sample collection store" to attract customers.
△ A list of "follow the trend" stores in some places
For example, the veteran chain Yumei Youjia, which has been rooted in Chongqing for 10 years, has opened an internet red shop in Tianjie, and the "Klein Blue" decoration + small sample drainage has attracted many consumers to punch in.
Other stores are also like this, the design catches up with the trend, ins wind, cream wind, and the hottest "Klein Blue" decoration in 2021, and will "small samples" as a drainage point, will this become one of the new directions for the transformation of CS stores?
A manager with many years of experience in franchise store trading is not optimistic, from the perspective of long-term operation, "the source of small samples is often questioned, which is a big lightning point." In addition, this method cannot solve the fundamental problem of CS stores. ”
Obviously, when the plums use the scene design of "one store and one side" to increase the layout of the national market, the beauty retail market has ushered in the era of opening stores to fight for "quality" rather than "quantity", and the new changes around the human goods yard will continue to be staged.