Sephora's largest store opened yesterday, the most popular brand

Concentrate all kinds of skin care products, cosmetics, and perfumes on different types of shelves, carry shopping baskets, and buy cosmetics like shopping in the supermarket. What kind of sales method is this? Many Hangzhouers are very curious, so yesterday the Big 100 Sephora opened and attracted a lot of guests. It opened around 4 pm and there were more than 5,000 visits, with 12 people entering every minute.

Test operation brings a new feeling to Hangzhou

In the Sephora area of ​​300 square meters, skin care products, make-up products, perfumes, exclusive brands, and accessories are distributed. The proportion of skin care products accounts for 65%-67%, but it is still in the trial period. Many of the world's first-line brands have not yet been fully in place. It is estimated that they will not be enriched until the end of October.

Similar to the Sephora stores in Shanghai, different products of different brands such as ANNA SUI, Biotherm, and YSL are grouped in different regions, and all of them are open shelves. Customers can freely test any product of any brand. When there is a problem, they can consult a beautician. Different from shopping in a brand counter, there are no cosmetologists to escort in Sephora. “Our biggest feature is the sale of open shelves. The sales staff is just like receiving guests at home. Customers can try all products. When there is a need, someone will explain it to you. When there is no need, one person will DIY.” SEPHORA Sephora Mr. Zhou Jisi, President of Asia and China, said.

Unlike many other cosmetics brands, Sephora did not have much “full of gifts”. Its activities were basically the same as those of Shanghai and Beijing stores. They were all aimed at the “gift carnival” activities during the National Day. Specially requested by the British Design School. A little doll, the customer can get this baby doll for a certain amount, and for 600 yuan you can apply for a membership card to participate in more Sephora points activities.

“Stay down and buy more”

“By putting so many beautiful cosmetics on the shelf, it really can evoke people’s desire to shop and buy a lot without knowing it.” A customer stayed on the floor for a long time and bought two bottles of perfume and three lipsticks. , a number of shampoos and some French hairpins sold exclusively in Sephora stores. "If you stay for a while, you must definitely buy a lot more."

In Sephora, you often have new discoveries, and each product can be studied for a long time without worrying about the salesperson rushing you away. Bath products like some other shopping malls do not have: bubble bath ball, packing a very cute small box of bath soap and so on. There is also a type of shaved ice cube. Men often shave when they shave, and this type of shaved ice cube can help to reduce inflammation and calm the skin. There are also some hairpins imported from France. For different hairs, hair clips of different sizes and colors are available for selection.

According to the person in charge of the Sephora store, the traffic volume of this store is very large, which is comparable to the flow of people in Sephora's Shanghai Xujiahui store. In general, sales of many big-name cosmetics products can account for about 60-70% of Sephora's total turnover. Yesterday, despite their collective "absence," sales on the opening day are still estimated at between 100,000 and 150,000 yuan.

The most attractive brand for exclusive sale

In fact, for many customers, the price of the same product at the brand counter and at Sephora is the same, and there is not much advantage. Therefore, if consumers have a high degree of loyalty to the brand, they may go to the counter for more targeted shopping. For consumers who like to use different products together and have low brand loyalty, DIY can be found in Sephora, because there are many Q version trials and portfolios, and there are Many of the exclusive brands are very "selling".

The French brand PHYTO, which has been researching on plant hair care for many years, is best at treating hair loss. Many shampoos and hair loss treatments with essential oils are well known, but these items are not cheap. Bottle 200ML shampoo priced at around 180 yuan. For those who like to make their own essential oil soaps, they can try the LCDP's Marseille soap, which includes the original Marseille soap and liquid soap. The price of an aromatherapy soap is around 45 yuan. Sephora also has cosmetics that can be "eaten" - Gao Li'an, known as the "Medical Ph.D." in the makeup industry - the drugstore brand LIERAC, etc., are all professional skin care brands in various countries, and different from ordinary skin care products, these brands are It is quite targeted and it is inconvenient to find it elsewhere in the country.