Origin background:
Popular Beauty was founded in 1998, which attracted wide attention because of Lenovo's investment. In fact, the initial development of popular beauty cosmetics was not smooth, and it began to introduce formal marketing thinking and means around 2002, and developed rapidly with the business model of one-time purchase and lifelong distribution.
Subsequently, it triggered a new wave of development in the jewelry industry, that is, the rise and decline of retail manufacturing when Volkswagen Beauty was founded, and the jewelry industry entered an era of oversupply and product homogenization. In the early days of the establishment of popular beauty, like other jewelry enterprises, they struggled to survive only by style and price, and their development was very slow.
In 2002, a regional distributor of popular beauty increased the price of a hairpin by more than three times in order to increase sales, but the effect was surprisingly good, because a 300 yuan hairpin attracted many curious customers. Second, consumers feel that it is very cost-effective. A small store actually made a profit of more than 20,000 in the inventory of the month.
Popular Beauty Corporation is keenly aware that the marketing model of this small shop is worth vigorously promoting, so it abandons the malicious low-price competition model of many peers and adopts the marketing model with modeling consulting service as its core competitiveness. Just as Starbucks sells the third space instead of coffee, Volkswagen Beauty actually sells hairstyles instead of hairpins.
Insight into the nature of this industry, popular beauty has upgraded hairdressing services to a strategic height: free for life. Facts have proved that it is precisely because of this marketing model of buying hairpins and providing hair for free for life that the development of mass beauty began to enter the fast lane.
Refer to the above? Baidu Encyclopedia-Popular Beauty Mode