According to data from the National Bureau of Statistics, the total retail sales of cosmetics category in 2023 were 414.2 billion yuan, an increase of 5.1%year -on -year, and did not win the broader market.At this stage, the growth of the cosmetics market is under pressure, and the demand side is still weak. How to achieve “growth” has become the core issue of beauty companies at home and abroad.
In the process of visiting the market, CBO found that due to the economic environment and consumption habits, it was still a challenging year in 2023. It is difficult for business to become a topic of beauty retail practitioners.
Industry analysts believe that “the era of fair competition has just begun.”In the next ten years, the industry may bid farewell to the “high growth era” and enter the era of refined and stable operation.When the industry dividend is not there and the market is moving towards orderly and standardized development, it is necessary to pay attention to method strategies, but also need to refine in the advantage areas to help enterprises more effectively tap the stock market.
It should be certain that the stock market still contains unknown opportunities and potential.Watson is constantly exploring,Found a “alternative method” suitable for sustainable growth of its own and partnerships.
Today, Watsons’s parent company Yangtze River Hutchison Industry announced its 2023 results. During the reporting period, Watsons China achieved revenue of HK $ 16.453 billion (about RMB 15.146 billion), and the profit of the profit tax on the income tax was about 1.042 billion before the depreciation amortized.Hong Kong dollars (about RMB 959 million), deducting exchange rate changes increased by 2%year -on -year, while EBIT before interest tax increased by 47%year -on -year.
It is worth mentioning that Watsons also achieved a year -on -year sales increase of 1.8%, which is an important indicator for measuring the profitability of stores.In 2023, Watsons’s sales of the year -on -year sales of Watsons have become positive, releasing a positive signal of the overall profitability of their stores to the outside world.
In 2023, Watsons actively renovated scenes, iterated products display, opened new stores, and continued to rejuvenate the consumer experience. The number of members reached a new high, exceeding 65 million for the first time.When experience has become a key means to stimulate consumption, Watsons has played the advantage of the “Sales, Media, and Private Domain” of the Optimo brand Innovation Growth Center to help the brand fully deploy to experience contacts, accurately reach and transform members, and build brand building positions.
Watsons profitSteady growth,,In particular, the growth of stores has been righteous,Instead ofDriver under the rejuvenation experienceThe number of members has increased significantlyOptimoEmpowermentBrand construction is closely related.“Member Experience” and “Optimo advantage” inject strong hearts into enterprises, helping Watsons and cooperative brands to continue to grow, and finally evolved a path suitable for long -term development.
1. New action of rejuvenating membership experience, innovation scene, launch11th generationShop
Looking back at 2023, in the new trend of consumption focusing on experience, people have become more active participation and immersed experienceists, or even shareders from simple “purpose purchase” and “functional use”.”2023 Youth Consumption Research” shows that the light people are willing to pay for emotional value in the past half of the year.Whether it is the popular color change or the rapid expansion of the fragrance market, it can more reflect the influence of “emotional value” on consumers from the side.
At the same time, consumers “constantly jump” on different shopping channels, which may mean that retail commercial shelves are breaking through time and space restrictions.Any potential consumption contact is a shelf position that may be traded.With the enlarged emotional value, as a window that directly talks with consumers, the store has stepped out of the role of pure sales shelves and assumed more mission.
Starting from consumer demand, under a series of measures such as focusing on experience scenes, upgraded selection, and store adjustment, Watsons not only achieved significant membership improvements, but also had new changes in membership viscosity.now,There are consumer members in Watsons offline and online.3.1 times,The frequency of consumption is2.3 times.
Among them, surrounding the scene innovation, Watsons also completed the super last year100Reconstruction of the store store,Scenes such as fragrance areas, healthy live zones, and tide play makeup areas have been upgraded and unveiled, and the possibility and potential of the retail experience scenario actively explore the possibility and potential of retail experience.Reshape consumers’ awareness of real experience.
Recently, Watsons YuBeijing, Shanghai, Guangzhou, Wuhan, Chongqing, ChengduWaiting for the first launch of the city1Substitute shop,Its colorful and transparent door, punch -type window shape attracts consumers’ attention.The store gathers more exclusive brands and good products, combined with doll machines and marble machine interactive devices, becoming better and fun.
At present, men’s cosmetics have shown their strength in the growth potential of “his economy”.Watsons also launch the men’s area in the new 11th -generation shop, allowing male customers to unconstrained trials, purchase hair styling, skin care, personal care and other men’s products to help male consumers better perform image management.
In addition, Watsons has aware of the new needs of consumers’ personalized beauty skin care experience to provide different consumers with “quantity tailoring” intimate services.In addition to consumers, in addition to the exclusive depth service of the store to make an appointment in the Watsons Appointment, there is no need to make an appointment to experience the fast makeup, hair styling, and relaxation of the head and neck, etc.10“Light” service in minutesEssenceAt the same time, customers get a customized experience, and deepen the emotional connection through the easily interactive exchanges with BA.
If the scene innovation shows the outer side of the brand’s “fashionable and changeable”, then the launch of the new store type shows the other side of “restrained temperature”.Integrate exclusive products and personalized services,,Let the “store” and “consumer” establish a link to an emotional experience link.
Nowadays, beauty retail is no longer a traditional “closing the door to do business”. Watsons also interact with various target groups with more owners’ activities and campus activities to send out the multi -store experience.At the same time, the experience of “going global” in these stores is also an external extension of Watsons’s brand concepts and attitudes.
In the exploration of Watson’s experience consumption and store value, it seems that it can be seen that the future retail business should be, that is, the spatial functions of “experience field”, “obtaining away” and “pilot field”.Starting stable relationships.
2. OptimoRelease the exclusive advantage and experience the foundation of brand building
Under the change of consumer demand behavior, in the face of a fierce market competitive environment, the brand is seeking new ways to resist growth anxiety: operating private domain traffic, looking for subdivided tracks, etc.
At the same time, when entering the industry adjustment period, many brands realize that the cost of customer acquisition in the stock market has increased infinitely, which means that the user base and quality of the company’s own is the core competitiveness.Therefore, the focus of competition focuses on “users”, how to achieve long -term brand building through user asset operations, and has become a new proposition for many brand owners.
In this context, the brand’s demand for channels is not limited to sales, but to seek sustainable business ways, pay attention to digging the experience, services and private domain value of the channel, so as to establish long -term connections with consumers to achieve the precipitation of brand assets, Thereby pulling growth.
For brand vendors, Watsons undoubtedly has the fusion ecosystem of “sales, media, and private domains”, and proposes the Optimo brand innovation growth center to help brands through channel resources, media exposure and private domain capabilities to experience the construction of brand building.Corriers, so as to get more growth opportunities.
In addition, Watsons further releases experience value with the help of Optimo’s exclusive advantages. With the advantages of volume and penetration, it provides brands with stable development and long -term growth business space.Some domestic products brands have begun to see Watsons advantage, and through their emerging brand incubation camps “Qu Qi Pavilion” realizes cold start from 0 to 1, quickly out of the circle, and achieve long -term brand building.
Taking the fragrance brand Fu Shengli as an example, the brand and Watsons launched the exclusive co -branded aromatherapy gift box from the packaging and fragrance. Through the theme scene of Watsons WeChat store, the three -dimensional display of new products such as stuck tea and small fan incense for consumptionThe person brings an immersive experience that integrates sensory integration such as vision and smell.The brand has settled user assets under the concentrated exposure of resource blessings of Watsons stores, applets, etc., and precipitates user assets.
At present, young consumers are pursuing internal and external care, and their health demand has increased. Based on the in -depth insights of consumer demand and pain points, Watsons has proposed new aesthetics of health.”Two -way go”, and through marketing projects such as “superpositions” and health running year, it releases space growth space to empower more beautiful makeup protection and healthy brands to achieve long -term development.
3. Store competition starts to “refine”, how to get the next step in retail?
Consumers have different expectations of experience due to their growth background, living environment, and age occupation.Consumer groups are becoming more and more subdivided. Only by finding a position can we find living soils in differentiated markets.
As Kevin Kelly said, for any creator, you can maintain his livelihood as long as you have 1,000 hardcore fans.The theory is still applicable in the current environment.At present, the reform of Watsons stores, deeply digging into market segments, and doing a sufficient experience is to cultivate “1,000 fans”.
After a round of shuffling in the market, the focus of this round of competition is no longer concentrated in the number of stores. Instead, it is built through refined and differentiated stores to provide consumers with a unique experience.Survey in the competition.
During the CBO’s visit to the offline market, shop owners who have successfully transformed in stores mentioned that the biggest feeling in recent years is to jump out of traditional retail thinking. In addition to selling beauty products in the store, it is more important to have the ability to continue to attract young people.”In the future, social needs related to experience will be further enlarged.”
In the past, the relatively uniform “play” of Watsons stores was more suitable for the mixed market that was not opened. Standardized operations were conducive to management and development. At that time, consumers needed shopping fields.After a round of development, consumer demand has changed. Shopping is not only to meet the needs of use, but the emotional needs behind them have become one of the considerations for each consumer decision.
After profound insight into changes in the consumer environment, Watsons is also conducting positive innovation attempts.After long -term interactive exchanges with consumers, Watsons deepenedStudents, young mothers, tourists, white -collar workers and other segmented peopleThe demand is targeted in the store scene, product display, and category combination to better adapt to different stores.For example, stores around white -collar workers will have a more scented fragrance table, makeup, and men’s area, and the group of young treasure moms will highlight the health zone, children’s center, oral care area, etc.;The dense stores will focus on providing the required goods display, allowing tourists to buy good things in one -stop in one stop.
Through the store segment, different needs consumers enter the store to quickly find the product that suits them
The current Watsons, jumping out of traditional physical retail thinking, conforming to the changes in consumer trends, whether it is the opening of the new store, the development of service, and the subdivided stores and services extending outward.Value is given to consumers, and the value of the full life cycle of customers in all aspects is fully enhanced. At the same time, it empowers the brand and achieve steady profit growth.
As the leader who “still stands through the storm”, Watsons has achieved offline and online integration, continuously driving users and brand two -wheeled value, concentrated resources in the future, continuously cultivating the advantages areas, integrating ecological contacts, stimulating synergy effects, building constructionThe road of long -term development.