Cosmetics Entrepreneurship Project Plan (I) I. Summary
With the continuous progress of society and the improvement of people's living standards, more and more people attach importance to skin care products. It is true that the awareness of skin care in this age group from 20 to 30 is getting stronger and stronger, but there are many skin care products on the market under the banner of natural healthy skin care products, and we don't know how to choose! Therefore, natural and healthy skin care products are a huge business opportunity in the future! Therefore, I hope our future brand "xx" can successfully enter the market!
Second, market research and analysis
As domestic consumers, women's skin care started relatively late abroad, and generally don't think of skin care until they are 20 years old. However, choosing the skin care products that suit them has also become their distress. What is skin care? Of course, the less chemical ingredients, the better, instead of using chemical ingredients to maintain your skin. Once these products are stopped, the skin will collapse. Inheriting the principles of traditional Chinese medicine and extracting natural ingredients from plants for skin care will definitely become their focus.
According to the data of xx, in the first half of 20xx, there were more than X million domestic cosmetics franchisees, and they developed rapidly with an annual growth rate of x%. In many second-and third-line skin care products markets, the share of franchise stores exceeds x%.
Among the top ten cosmetics brands that sell well online, there are foreign brands such as xx and xx, while there are only a few brands such as xx in China. It can be seen that functional, differentiated and nationalized products, such as Chinese herbal medicine, pure biology, pearl powder and aromatherapy, will be a good choice for online shopping of cosmetics in the future.
There are two substances in cosmetics that are harmful or even disfigured to women's health: whitening and hormones. Feel free to walk into the beauty shops in supermarkets, pharmacies or department stores, and you will find many beauty products marked "natural", "herb", "plant" and "aromatherapy". Whether these products really have the function of labeling or deceive consumers, it is certain that natural beauty products are more and more attractive to consumers.
Diversified demand and great market potential. Natural and healthy skin care products have become a sharp weapon to broaden the market. The successful cases of "xx" and "xx" brands in China are closely related to the healthy skin care concept of Chinese herbal medicine. "xx" sells well in more than 300 national supermarket chains and department stores such as xx, and its products are all over East China, North China, Central China, South China and Southeast Asia. In the past two years, the promotion of e-commerce has also achieved remarkable results! .
Third, resource analysis.
1. Disadvantages: As I am a college student now, I have no start-up capital and social experience, and I don't know much about many professional skin care companies in the market.
2. Advantages: I want to create a natural healthy skin care product suitable for women aged 20-30. I don't use chemicals to maintain my skin, but extract plant extracts to achieve day-to-day skin care effects. I don't pursue speed, I pursue long-term real and natural effects. Just like Chinese medicine, it treats the symptoms from the way of health preservation.
Fourth, the competition analysis
1. It's hard to establish your own brand awareness. Many domestic consumers are increasingly favoring foreign brands, such as xx and xx, and their brand awareness is deeply rooted in consumers' psychology.
2. It is difficult to get the recognition of consumers. At present, big brands have strong capital and market share. If they want to have a place, the natural health of products must be recognized by consumers, but consumers choose famous brands because they are worried about the chemical composition of skin care products, and they think the safety factor is high.
3. The specialty of product is the specialty of management. After all, start-ups are unprofessional in management and technology, and they all need to explore and make progress in their growth.
V. Overall Project Design
Adopting the mode of "production-sales", all the ingredients of skin care products are extracted from natural plants, and there are no chemicals harmful to the skin to ensure natural health! This can also make MM consumers feel at ease in buying and using.
Six, marketing methods and means
Use online marketing and field marketing.
1. network marketing: at the beginning, due to limited funds, it was impossible to build a website, so I opened a shop on Taobao first. Take advantage of the rapid spread of information on the Internet to promote your own brand online. Of course, it will increase the necessary knowledge of how to buy skin care products and how to care for them.
2. On-the-spot marketing: making promotional videos and vigorously promoting them on university campuses. After all, our skin care products are mainly aimed at women aged 20-30. Win their support and trust with high-quality products and warm service.
Seven. personnel department
At the beginning, it was just a kind of skin care products, and later it developed.
1. Professional skin care personnel (1)
2. Manufacturing personnel (3)
3. Market planners and investigators (1)
4. Manager (himself)
Eight. Financial demand and application
Initially, only toner was developed.
The start-up capital is 200,000 yuan.
1. The purchase of equipment shall be determined according to the future price.
2. Salary of employed personnel (skilled workers shall be borne by relatives)
3. Sales price: the price is reasonable and in line with the product value (depending on the cost).
Nine. risk
1. Without social experience, it is easy to fail.
It is difficult to hire manufacturing personnel.
3. The start-up funds are insufficient, and it is impossible to continue in the later period.
4, the product is not recognized, it is likely that both money and goods are empty.
X. History of growth and development
Nowadays, there are more and more skin care products, and there are more opportunities to choose. There are also some fake skin care products on the market, which makes it more difficult for consumers to choose. It is difficult for consumers to judge which skin care products have less chemical components and which one is suitable for them. Therefore, I hope that we will develop pure natural skin care products, not for profit at first, but to make consumers feel at ease in buying and using, so that consumers can accept it, and fundamentally speak about skin care knowledge. I hope to make my own brand acceptable to consumers, and then slowly expand the scale, and the company of several people will expand to thousands. Finally, my products will satisfy consumers and achieve a win-win goal.
Cosmetic Entrepreneurship Project Plan (II) I. Purpose and Business Model
The purpose of setting up our company is to provide suitable basic cosmetics and skin care for female college students around physical stores and with convenient network all over the country, so that everyone has the right to enjoy beauty and help girls take good care of their skin and dress appropriately when looking for a job, thus achieving success.
Our company has found the campus market, which is a cracked market, especially the cosmetics industry, which is basically blank. Company funds are mainly used for:
(1) Open the new product market;
(2) Take effective marketing strategies to expand the campus market.
Products and services: mainly provide low-end cosmetics. At the same time, our company also faces students who need job interviews. Regular mask care and light makeup for students in need are helpful to the success of the interview. With the increasing popularity of the Internet, online shopping has gradually become one of people's popular behaviors. Opening a shop online has many advantages: low start-up capital, less investment and fast and convenient trading. So our products will also be sold in online stores.
I intend to continue to strengthen myself according to this business model: in this market, the main key factor is how to meet the consumption needs of college students. Our service is unique because we are zero distance from consumers and we know this market better. Our company represents a side of the new female consumer market, and we can take college students as potential target customers. In a few years, they will become white-collar workers who are going to the society.
The consumption of this piece will only increase, and it may develop into our loyal customers. It also provides favorable conditions for our company to expand its scale. In addition, we have our own advantages, because I am a student of the Department of Business Administration and an accountant. I have a rich theoretical foundation in both management and marketing, and I am proficient in computer operation and online shop operation.
Market positioning (target market): I position our market in beauty and skin care.
According to market resources, according to the survey in the past two years, 93% of girls need this service, and almost all girls are concerned about their appearance, hoping to care for or improve their skin through professional beauticians. In the survey, it was found that cosmetics are the most common products in girls' dormitories, and most of them are middle and low-grade products, but the prices are quite high. Judging from the respondents, it is generally difficult to buy preferential cosmetics and the purchase channels are not smooth.
In fact, even the so-called big discount goods are very profitable. In terms of skin care, it is even more inconvenient. There are few decent beauty shops around, let alone serve college students or interview them. Nowadays, it is very convenient for college students to surf the Internet, and there are many cosmetics on the Internet, but the price difference of the same product is several tens or even hundreds. It's hard to tell the true from the false on the Internet, so I accidentally buy fakes.
Competition: We have no competitors in this market, but our services are selective in the market. Therefore, to reflect our competitive advantage, we should do a good job in publicity and promotion.
Management: I will look for college students in our management department, such as marketing majors, cosmetics sales experience, market sensitivity and accounting majors. From the data, we can analyze the market trend. College students who have just come out to start a business have a strong sense of professionalism, high enthusiasm for doing things and low salary requirements.
Capital requirements: I will seek loan support for start-up funds and marketing funds. Divide profits and repay loans or investments within two years.
Second, the company introduction
Goal: Our goal is to turn the company into a university cosmetics chain company and a crown online shop. We are determined to abide by our reputation and improve our reputation in the sales field. In order to achieve this goal, we adopt honest management and expand publicity to achieve it.
Company Profile: The legal name of the business is xx Cosmetics Company, and its business scope includes physical store sales and online sales of cosmetics and targeted basic skin care.
Company strategy: Although the cosmetics market is not simple, some powerful companies are abandoned or undeveloped in this crevice market, which provides space for the survival and development of our company. Our company's market strategy is to attack the weak market first and gradually occupy the market.
Company management: 1. Management team
(1) Manager;
(2) The responsibilities of the store are divided into sales and beauticians;
(3) door-to-door sales promotion and service.
In order to facilitate management, the company will establish the following systems and statements:
1. Financial and commodity management system.
2. Personnel recruitment, training, rewards and other incentives.
3. Print sales orders, reports, etc. So as to facilitate verification and management.
Organization:
(A) the organization's internal management system
In order to facilitate management, the company will establish the following systems and statements:
1, financial and commodity management system.
2, personnel recruitment, training, incentives and other incentives.
3. Print sales orders, reports, etc. So as to facilitate verification and management.
(2) Personnel recruitment
Practitioners in this industry must have employment certificates stipulated by the state, especially beauticians. Department sales staff require undergraduate or excellent junior college students with corresponding majors to have certain marketing knowledge. Recruiters should pay attention to appearance and image. Male 175 cm or more, female 160 cm or more. They have good facial features, good skin, strong language skills, careful work, no bad habits and no bad behavior records. Recruiters have a probation period of 6 months.
Risks: The main risks of this project are as follows:
1. The customer is allergic to some cosmetics. In view of this, follow up every customer, establish good contact two days before using our products, and strictly control the purchase of goods, and strictly prohibit counterfeit and shoddy goods.
2. Theft prevention and fire prevention. Establish personal responsibility system. Responsibility will be specific to individuals, and the duty system will be implemented in turn.
3. The online store sales and transportation process is damaged. Find a good courier company to cooperate. When the products are delivered, they are packaged and checked repeatedly.
Third, the market analysis
Market introduction: There are many girls in the school, but there are no cosmetic shops for female college students around. At the same time, in the face of fierce job competition, every woman who applies for a job wants to stand out, so it is particularly important to dress for a job. The contradiction between supply and demand has brought infinite business opportunities for the development of this industry.
Market analysis:
Advantage analysis:
1. The contradiction between supply and demand mentioned above. The campus market is a gap, and there are opportunities for survival and development.
2. Strong pertinence. Our products and services are completely aimed at college students who need to apply for jobs, and the prices are mainly at middle and low prices.
3. Know more about the market. Because our company is in zero-distance contact with our consumers, we can better understand the market and adapt to it in time.
There is an online shop to provide convenience for customers who can't shop in physical stores.
Most members of the company graduated from management major and have a strong interest in the cosmetics industry, so they have a stronger business advantage.
Disadvantages are:
1. Financing difficulties.
Most managers and managers in the company are inexperienced.
3. It is difficult to choose a marketing strategy to establish the company's popularity and reputation in the short term.
Target market and target customers: female college students, job-seeking female college students and young female white-collar workers (potential)
1. Single customer-refers to the purchase of goods or services to satisfy personal pursuit and experience of beauty. It is characterized by personalized small purchases and is our main service target.
2. Group customers-buying goods or services in groups such as classes or dormitories. It is characterized by fixed time and number of people (generally developing into repeat customers)
Sales strategy: The key of this project is sales, so sales performance must be linked with personal performance to maintain high morale and achieve better economic benefits. To this end, take the following measures in the salary design:
1. General salary of personnel, if the salary is fixed during the activity.
2. Linked to performance. On the basis of the basic salary, employees will receive a commission of 10% of each person's sales.
Fourthly, competitiveness analysis.
In order to enhance the competitiveness of enterprises and increase sales, our company will take some marketing measures, and some basic plans are as follows:
Marketing plan:
(1) Provide the above-mentioned college girls with basic knowledge of skin care on a regular basis, with the main purpose of letting more people know the importance of skin care.
(2) adopt the membership system. That is, you can become a member when you spend a certain amount at one time, and you can enjoy preferential prices when you buy goods in the future.
(3) Cash back consumption. After each consumption, we will keep their bills for our customers, and a certain amount of accumulated consumption will reflect a certain proportion of cash, so as to encourage everyone to spend and avoid the loss of customers.
(4) In order to thank and enhance customers' support to the company, we will provide free skin care on holidays (such as March 8th, New Year's Day, Christmas, 1 1 month, and May 1 day).
Services and support:
(1) customer service: [targeted] can effectively and efficiently occupy the market. To do this, we must first have a good understanding of the market. To this end, we will conduct regular surveys, establish timely communication with customers, understand their voices, and ensure 100% customer satisfaction.
(2) Feedback: Establish a positive customer feedback mechanism, such as opening a store to remove equipment and customer suggestions, and adopting a lottery, which integrates encouragement and entertainment to ensure the smooth flow of company information in the early stage, thus continuously satisfying the market.
Verb (abbreviation for verb) marketing and sales
Sales strategy:
(1) sales method
Our company's sales method is divided into two parts: growth period and maturity period. With the maturity of the market, the company's popularity has been greatly improved. The company focuses on business, supplemented by developing new customers in China.
(2) product positioning:
(1) market positioning: the company's management and service concept is to serve female college students, and its products are positioned in the low-end products that most students can accept.
(2) Business philosophy: small: only for female college students; Refinement: quality control; Do a good job: serve customers and establish the reputation of enterprises.
Pricing strategy: As we all know, the cosmetics industry has high profits. In order to enhance our company's market competitiveness and better serve students, our price should be 3%-5% lower than the average market price, which is more attractive to customers.
Financial plan:
(1) Sales revenue refers to the monthly cosmetics sales and skin care revenue.
(2) Monthly expenses include cosmetics sales expenses, skin care expenses, rent, personnel salaries, personnel commissions, taxes and other expenses.
(3) Monthly profit and net profit.
Building corporate culture: Although this project is small, it belongs to the service industry, so it must be standardized and give customers a good impression. First of all, we should strengthen the ideological education of employees, establish corporate reputation, pay attention to business ethics, and win the trust of customers.
Cosmetics business project plan (3) 1. Preparation before starting a business (open perfume)
Before choosing the perfume bar industry, measure your venture capital. Because the total investment for various industries is high or low, each industry is different, so first measure the industries that you have funds to do, and then make further plans.
The advantage of choosing a perfume bar shop is that the perfume bar (bulk perfume) industry is mature, its profit is several times higher than other industries, its cost is low, and it is easy to enter and start.
Second, the location of the store.
The choice of location has a great influence on the future operation of the store, so we must find a good store in the business circle.
The perfume bar shop suggests:
1. Department store counters and large supermarkets.
2. Cosmetic shops and skin care beauty salons.
3. Perfume shops and car decoration shops.
4. Household goods stores, underwear stores, related women's clothing and accessories stores.
5. Entertainment and leisure places such as bars and tea rooms.
6. Other places selling fashion products.
7. All kinds of sales places are located in the downtown with heavy traffic.
It is suggested that the store rent should not be higher than 6000 yuan/month, and the area should be between 5- 15 square meters. After finding the store, the next step is to sign a contract with the landlord. When signing a contract with the landlord, the lease term should not be too short. If you only sign for one year, you may not start recycling until one year later. As a result, the store was taken back by the landlord, and the ideal lease period was three to four years.
Even if business goes wrong in the future, I can sublet (the rent here has been rising). It takes a renovation period to rent a storefront, so I ask the landlord to deduct the renovation period from the date of renting to reduce the rental expenses. Hehe, burn less if you can, because we don't have much start-up capital. It is recommended to choose a mature business district and a store with large passenger flow, and consult customer service.
Third, the decoration of the storefront (perfume bar)
It is suggested that the manufacturer directly apply for perfume, help you draw up the decoration renderings, and make clear the actual situation of your store (including store location, surrounding business districts, passenger flow, customer passing direction, store floor plan, etc.). You can make simple modifications according to your own decoration expenses, as long as the general style remains unchanged, so that manufacturers can also help you match the right goods according to this information.
Fourth, the channels for purchasing goods.
All because of the east wind. Let's get down to business. I should talk about how to buy a money-making tool: perfume, and how to buy and choose goods.
I have explained the situation of the shop to the manufacturer. Perfume bar manufacturers will help you design a product mix that suits you according to your store situation. The most important thing is to have all kinds of perfume, and don't make perfume alone (a bit monotonous). Find a perfume manufacturer with all kinds of perfumes, diversify, give customers a reason to stay one more minute and earn a penny more.
Try to arrange the purchase to arrive every Saturday, so that new products will definitely arrive at the store every weekend, but only some new products will be delivered and some will be left until Sunday! Let customers feel that new products arrive every week when they come to your store. Whether they need it or not, give them a reason to come back next time and give themselves a chance to make more money.
For Valentine's Day, Women's Day, May Day, Tanabata, National Day and other sales peaks, don't wait until about the same time to prepare the goods, you can start preparing half a month in advance! Give yourself enough time to arrange!
Purchase channel:
Xx perfume bar is the first choice of manufacturers, specializing in the production of pure plant essential oil microcapsule perfume, which contains no methanol, no alcohol, does not irritate the skin, and can be used by people of any skin type. More importantly, her fragrance is light, and it lasts for 3-7 days, which really helps you to lock in repeat customers.
Xx Group is the most comprehensive company in the domestic market at present, with six industry highs.
Verb (abbreviation of verb) labor force planning
10 square meter storefront, it is recommended to hire 1-2 shopping guide, who has retail experience in cosmetics, clothing, beauty salons, etc. Is the first choice. When starting a business, it is recommended to hire a shopping guide to receive customers first, and the store manager should always receive customers and cashier in the store (it is appropriate to start a business by himself, not to mention that we don't have much money at the beginning of the business). The salary of the shopping guide (including myself) is 1 1,000 yuan/month+commission 1% (monthly turnover 1%), which improves the work enthusiasm.
Analysis of investment and monthly cost of intransitive verbs
1. Rent: 500-5000 yuan/month.
2. Decoration cost 1000-3000.
3. perfume down payment 10000 yuan.
4. Other expenses 1000 yuan.
The employee's salary can be settled at the end of January, not included in the upfront investment.
6. The remaining 3000 is used as working capital.
Seven, marketing strategy (perfume bar management method)
1. Opening promotion
When everything is ready, we are ready for the official opening ceremony. In order to attract customers on the opening day, it is inevitable to hold some promotional activities, which are nothing more than discounts, gifts and lottery. At the same time, some leaflets were distributed in the surrounding communities.
It is recommended to use the counting mobile phone perfuming machine exclusively produced by xx Group for promotion. It only needs a dime to clean, disinfect and infuse customers' mobile phones. Novel promotion mode, the manufacturer promises that if the mobile phone is damaged due to machine problems, double compensation will make you worry-free to operate. At night, just press the button on the machine, you can calculate how many mobile phones are processed in one day, and thus calculate how many effective passengers.
2. perfume bar display
Open perfume, with many kinds of key fragrance types, gives customers enough choices, which is different from other brand stores and does not depend on the sales of main models! In the display of products, we should highlight the characteristics of our own perfume, and display the light perfume separately from the slightly strong perfume, including which perfume type is suitable for use and which occasion should be clearly written.
In addition to the neat look of the store, it also provides convenience for customers who have a purpose to buy! All fragrance types are displayed with fragrance cups and sticks, which is convenient for guests to try the fragrance, and several particularly beautiful small perfume bottles are selected to attract customers' attention. Many times customers choose perfume because they look at beautiful perfume bottles! Change the style of small perfume bottles frequently, and don't be lazy!
3. Long-term development of marketing strategy
(1) principle: new perfume bottles should be put on the shelves every week.
(2) Policy: try to standardize all links to prepare for future chain development, that is, pattern replication.
(3) Service: cultivate the basic interest of sales staff, service attitude towards customers and service tenet. No matter whether customers buy perfume or not and how much perfume they buy, they should smile and leave with satisfaction. Only in this way can we have a good reputation and repeat customers. On the premise of possible realization, meet the requirements of customers as much as possible.
4. How to operate the perfume bar
(1) Surprise of first visit to the store
Give free trinkets and pendants, make mobile phone incense, etc. , and ask them to fill out a long-term customer form (as a customer database).
(2) Increase the possibility of coming to the store next time.
Send the message that new goods are on the shelves every week.
Use the customer database to give Xiao En a small favor under some excuse, let them come to the store to collect or inform the discount news, or give members a small gift (to be quantified) or birthday gift for free on holidays.
(3) Satisfy shopping and make it introduce other buyers to the store as much as possible.
Eight. abstract
To sum up, I opened a xx perfume bar with RMB 10,000, and cooperated closely with the manufacturer. It's hard for you not to make money!