[CNDSN7 13] (China Business News) with the development of the Internet, the traditional cosmetics market growth gradually slowed down. At the same time, in recent years, the cosmetics of traditional distribution channels stubbornly high costs, the profitability of single store sellers model has also been greatly compressed. Under such a background, O2O is becoming a new business model is sought after by the traditional cosmetics shop.

However, cosmetics companies to successfully expand its online business, we must consider online marketing how to and the real display combination, and finally highlight the core competitiveness of the price, while also protecting the existing price system, which for the traditional cosmetics enterprises, and is not easy to do.

In the face of this dilemma industry issues, domestic chain largest beauty chain enterprises CHLITINA approach is, turn in the opposite direction, the line store customer to the line, the ultimate realization of the is from line to line closed loop mode. CHLITINA Group Chairman Chen PI Hua in view, CHLITINA the reverse o2o mode, is a major innovation of o2o mode, but also triggered a a revolution in human resource structure.

Reverse O2O power to join the development of

In Jializhongxin work white-collar rain (a pseudonym), Cristina is located in Beijing's Chaoyang District, a store of old members, but the 35 year old rain because pregnant female and for a long time to attend to do beauty the.

And when her daughter had a nursery, let the beauty of the rain came to the store Keri Tina unable to hold oneself back a customized beauty plan. In a chat with beauty consultant and a surprise for her smile: "a of" to serve her beauty consultant told her that now CHLITINA micro mall, just using a mobile phone to sweep sweep away the rain exclusive two-dimensional code, you can in CHLITINA mobile micro mall to buy a variety of products. These products can let her directly in the home use, including skin care products, health food.

This is a new service mode for both family and like the rain so working women, is a blessing. She could turn to allocate time to open, there is time to store enjoy a beautician services. If there is no time at home accept exclusive consultant a of a professional guidance, specially trained consultants can at any time to provide professional skin care and the concept of healthy living, and a variety of products using guidance.

In a sense, light rain know CHLITINA micro mall is based on her understanding of CHLITINA stores, after the trust CHLITINA store products and services, stores and beauty consultants guide to CHLITINA online store to the consumer, this model and now general o2o mode is just the opposite: that member customers online stores and enterprise formation of consumer trust, enterprise in order to expand more channels of consumption and consumption patterns, which will this part of the customer into the line.

In recent years, the pace of development of domestic beauty industry o2o very alarming, 2014 to 45 billion yuan, compound growth rate over the next few years will also maintain a 13.2%, market potential is tremendous, so enterprises in the industry have force o2o. For CHLITINA back in the opposite direction of the o2o mode, explain the Bi Hua Chen, CHLITINA in the nearly 4000 franchisees, headquarters introduced Xinmei career o2o mode, the purpose is to the franchisees a beautiful vision. First of all, each store sales network in general is "zero inventory", franchisees need not bear the cost of purchase, because CHLITINA consumers are all adopts a membership system, as long as there is membership in Xinmei force on the mall to buy, this part of the performance will be count in the "one on one" service beauty consultant body. This part of the additional profit is added to join the store business turnover outside support from the headquarters; secondly, the headquarters for the purposes of, all the store training mature beauty consultant, a proprietary two-dimensional code, regardless of beauty consultant for personal reasons or other reasons removed from stores, two-dimensional code they are unchanged. As long as the member on the line to buy, the recommendation of the beauty consultant will have the role of income, so that the loss of the store personnel and customer resources.