Make up group "escape" chain drugstore

Pharmaceutical make-up has been considered as a mainstream direction of the transformation of domestic chain drugstores, as well as a diversified product that can bring higher profits to drugstores However, it seems that the domestic chain drugstores haven't mastered the method of integrating and expanding the drugstore chain, and the drugstore brand has gradually broken the single channel of "only drugstores have sales" The reporter of the first financial daily found in his visit that in recent years, most pharmaceutical brands have focused on channels other than pharmacies For example, Weizi and rifuquan, two benchmark brands in the domestic pharmaceutical industry, have extended their channels to Ka (key account) and department store channels Weizi China told reporters that Weizi brand adheres to the channels most related to health and beauty in the world, including traditional pharmacies, cosmetics stores, personal care stores and department stores, which will be implemented throughout China and the world This means that Weizi's channel strategy of "only selling in pharmacies all over the world" is being rewritten The latest market analysis also shows that in 2012, the sales of cosmetics in drugstore channels dropped sharply, down 33% year on year, and mainstream cosmetics brands such as Weizi, rifuquan and yayang are gradually fading out of the drugstore market In addition, Xijia under Guoda pharmacy, which is controlled by Sinopharm, has now closed; binmei, a cosmetics personal care shop under qiyunsheng, has officially quit; Qianjin cosmetics collection seems to have done little; Huashi cosmetics is barely maintained; Yifeng personal care products store, which was originally planned to expand in a large scale, is still small, and its expansion will be suspended after three stores in Changde "After all, the growth of single drugstore channel is limited In recent years, the trend of multiple channel coverage of big brand cosmetics brands is obvious." Feng Jianjun, a senior daily chemical expert, said that in order to double the business of cosmetics brands, new channels need to be opened up According to the official website of Weizi, Weizi has 25 counters in Shanghai, including only one; in Guangzhou, Weizi has 22 counters, including 2; in Beijing, 31 counters and only 8 Another benchmark cosmetics brand, ricouquan, is the same According to the official website, at present, there are 16 counters in Beijing, including 6 in drugstores, 12 in Guangzhou market, and only 2 in drugstores From the current channel distribution, department stores and Ka channels have occupied the majority of Weizi's total channels The key channels of "drugstore specialty" brands such as rifuquan and yayang have faded out of drugstore channels unconsciously Today's situation is different from the trend that Weizi has set up more than 200 large-scale pharmacy counters in Beijing, Shanghai, Guangzhou and other places with the channel of pharmacy sales after she entered China in 1998 "Although pharmacies are doing diversified exploration to try to increase the proportion of non drug sales, there are few successful pharmacies at present." The head of a chain drugstore in China said Compared with pharmaceutical products, the sales of cosmetics products in pharmacies are quite cold Data shows that in 2012, the retail scale of drugstores in China reached 230.8 billion yuan, of which 51 billion yuan was non drug sales, accounting for 22% In non drug sales, nearly 80% of the sales were health care products and instruments, while only 20% of the sales were food and daily chemical products Some people in the industry think that the sharp decline of the pharmaceutical market share in drugstores is closely related to the immature development of the pharmaceutical market in China The pharmaceutical market in China is basically controlled by foreign brands such as Weizi, rifuquan, yayang, etc in the past, the local brands of the concept of big pharmaceutical make-up, such as Caicai, dipox, and shanlana, have not become popular "For drugstore channels, there is a relatively single choice of pharmaceutical brands Therefore, once there are several major pharmaceutical brand channels transferred, the proportion of pharmaceutical products in drugstores has declined significantly." According to the above people, the concentration of well-established cosmetics brands in the pharmaceutical industry is too high, and there is a lack of influential local brands in the market "The local enterprises are lack of successful cases when they enter into the pharmaceutical market As for the enterprises themselves, they are lack of investment and strength in pharmaceutical cosmetics and lack of persistence." Feng Jianjun said that at present, there is still a large gap between domestic and foreign cosmetics brands Ten years ago, Weizi's sales of single cabinet and single product in Beijing drugstore could reach 300000 yuan / month, while the sales of local brands could reach only a few yuan / month From 2007 to 2008, Weizi's sales scale in China has reached 1.5 billion yuan, and other channels need to be found to break through 2 billion yuan and 3 billion yuan According to Feng Jianjun, performance driving is an important aspect for pharmaceutical brands to explore new channels, and the search for new channels for big brand pharmaceutical brands is based on business increment In 2012, there were more than 400000 drugstores in China, including nearly 180000 chain stores, accounting for 41% of the total number of drugstores, 35% of which were franchise stores, while the total proportion of direct drugstores was only 27% In other words, the chain stores and social single drugstores lacking unified and effective management accounted for 73% of the total number of drugstores For foreign brands with high channel requirements, drugstore channels with low concentration and lack of effective management can not meet their growth needs In addition, according to relevant statistics, the domestic cosmetics consumption demand is increasing at the rate of 30% every year, among which the demand for cosmetics and personal care products is also increasing at the rate of 26% - 40% every year Because of this, it is not only the drugstore industry that is keen on drugstores, but also supermarkets and businesses with foreign background are entering one after another Therefore, in the current situation that the pharmacy channel has not formed its own advantages, and driven by the demand of double performance, Ka and department stores have more prominent channel advantages in the face of mass consumers In 2008, Weizi began to enter Watsons, department stores and other popular channels Weizi said that it will ensure to provide effective skin care advice in these channels "The main sales channels of skin care products in China are department stores, cosmetics stores and supermarkets." The head of a cosmetics brand in China said that in the United States, Japan, the United Kingdom and other countries, it has become a lifestyle to buy cosmetics in drugstores However, compared with the consumption habits of mainland Chinese consumers, drugstores have always been a very small market Industry experts believe that the sales of daily chemical products and drugs belong to two different marketing strategies The promotion of drugstores in China is still dominated by drugs It is obviously not feasible to operate daily chemical products by means of drug sales When traditional pharmaceutical enterprises such as Yunnan Baiyao (000538 SZ) and Pianzihuang (600438 SH) develop their daily chemical products, they also transfer the channel center to the supermarket channel where the mass consumers gather.