关于大学城化妆品店的调查报告

1、关于大学城化妆品店的调查报告调查内容：仙林大学城化妆品店情况调查分析调查对象：爱尚，大成等大学城化妆品专卖店调查时间：2009年11月15日2009年12月5日调查人： 顾静随着经济社会的发展，消费水平也随之增高。虽然近几年由于经济危机的影响，赚钱越来越不容易，不管是大型企业、中小型企业还是个体经营户，收入情况都不是非常理想的。但是在这种背景洗，仍有很多女性朋友还是不惜花钱去美化自己，化妆品行业和其他行业比起来还是有一定优势的。因为每个女人都想把自己打扮的漂漂亮亮的，所以她们必须花钱去买化妆品，必须有这笔消费。可见化妆品行业的经济效益相对还是可以的。在2009年11月15日到2009年12月5

2、日期间，我对南京仙林大学城爱尚街区等周围化妆品店进行了调查分析。选取10家左右的化妆品专卖店做了问卷，例如：玩美妆卖店，百分百，芳草地，靓姿，梳妆台等。品牌种类化妆品店的品牌有很多种，一个大的牌子旗下还有很多分出来的牌子，就像资生堂这个大品牌，他的旗下有泊美，Za，悠莱，欧泊莱等很多。所以一家化妆品店的牌子最少不会少于20个，就像我做兼职的那家玩美妆卖店属于中等的规模，她家的品牌种类大约5080不等，但是像靓姿这样的高等规模的，她家品牌种类大约150200不等。一般化妆品专卖店的种类有70个左右，包括国货，日货，韩货还是欧美等国家进口的品牌， 国外进口的品牌占有70%，而国货仅有30%，虽然现

3、在很多人都在呼吁支持国货，但还是有很多人还是喜欢国外进口的。虽然每家的品牌种类很多，但是在销售的时候还是有1-3个主导的品牌，这样可以提高营业额，以增加利润。进货渠道化妆品店的进货渠道有很多种，做代理，网上进货，厂商直接进货，自己去外面进货等。一般像在大学城这种个体经营户，都是做代理或者自己外出进货的。像做代理的，公司给的一般是30%的折扣，在自己店里卖还要给予顾客70%90%的折扣，所以自己赚钱比较少。80%的老板都是利用人流量少的时候自己到工厂里直接进货的，虽然这样比其他进货方式辛苦，但是这样成本相对于其他方式低10%，盈利的也相对多一些。为了赚一点钱还是很不容易的啊，而且像化妆品店的老板

4、95%都是女性。销售方式受经济危机的影响，人们的消费能力也有所影响。所以化妆品店的老板会尽量用很多种优惠方式来吸引顾客，比如满送，满减，打折之类的活动。让消费者觉得比较合算，能用最少的钱买到自己所需要的东西。在每个周末的时候，这些店就会另外给出5%-10%的折扣回馈给顾客，让顾客的利益得到最大的保障。满58，68赠送小礼物，满100减10，一件9折，两件8折，三件7折什么的，这些都是商家最常用的方式，而顾客也最喜欢这种优惠活动了。经营态势根据市场样本分析，目前大学城化妆品店的经营态势处于一个高速发展的阶段，基本上每10家店面均衡下来都有三家以上的专业化妆品店，而且还有源源不断的即将进入和正在进

5、入的后来者。而且店的发展也是越来越专业化、规模化、逐向服务化的延伸。比如从促销活动的实施，品牌的引进，店面的装修，形象柜的投入，顾客档案的建立，消费积分的奖励等等。使这一业态在发展的过程中不断的得以提升。这使得大学城化妆品专营店从业余到专业，由小到大，由单店到连锁，有单一的销售产品到打造品牌形象提升服务意识，由单一的索取市场利润到回馈顾客培养顾客，营造购物环境等等。经营者的思想状态根据市调的样本分析，整体目标市场的经营者思想状态分为三种情况。第一：50%的店老板不满足现状，感觉有经营的危机敢，同时认为生意不好做，但又不能很好的找到和解决问题的方法。一般的就是寄希望于得到好的产品政策和供应商大量

6、的物料和人员的支持。第二：20%的店老板满足于现状，自我感觉良好，表现在无论是在经营管理上还是在店面形象上以及生意的销售交易上，不希望也不需要外界因素的介入。第三：30%的店老板感觉生意状态本身有问题，但又有一个很深的惰性不愿深入的思考改变的方式方法，能接受外部的信息，但不能充分利用这些信息辅助现实来指导和改变目前的状况。其实那20%的店主满于现状是有依据的，像大学城的消费水平还是可以的，一般大学生都比一般人喜欢消费，他们没有赚钱的压力，有家里这个经济依靠，不必太担心钱的问题，二来大学生比较喜欢打扮，也喜欢跟着潮流走，所以也会花钱来打扮自己，包装自己，店主就看准了这一点，他们的生意将会越做越好

7、。收益情况由于在大学城开店有分淡季旺季的区别，所以营业额肯定也有好与坏的区别。而大学城爱尚街区的店铺都是以出租的方式，近几年全国房价的上升，仙林大学城的房租也是成直线上升，像爱尚一年的租金是35000，地理位置好一点的租金是42000，这些钱对于每个人来说都是一笔不小的钱啊。据调查化妆品店一个月的营业额是25000左右，去掉每个月租金4600元（大学城里营业时间实际只有9个月，因为要去除寒暑假3个月），那只有20000元的营业额，再去掉成本13000元，员工工资每个月1200元左右，大约要请2个员工，还有要一些工商杂税1000元，水电费600元。一个月最多也就两三千啊。这还只是一家人流量多，规

8、模大一点，营业好一点的店铺情况，但是根据调查，经营者说这些钱扣除吃饭钱一般的费用根本没有赚钱，有些甚至还处于亏本状态。但是很多经营者看准爱上街区和大成靠近地铁线附近，处于黄金地段，接下来的生意将会越做越好的，因为这将成为地铁商业中心，一个即将火热的地方，化妆品店的店主也不担心，他们相信自己的化妆品店的生意也会越来越火热。调查体会综合这次的调查研究分析，目前大学城化妆品专营店市场处于一个高速发展阶段，经济危机并没有给其带来太大的影响，大学生爱美的心理还是没有改变，女性朋友需要很好的保养自己这个想法也愈来愈大了。大学城的化妆品专营店必将是星星之火，形成燎原之势。Establishing Busin

9、ess RelationsHUZHOU BABY SHOES EXPORT CORPORATION60BOADING STREET, HUZHOU, ZHEJIANG, CHINASEPTEMBER 23rd 2009PR TRADE INTERNATIONAL CO., LTD28TOWNLOAD STREET, NEW YORK, U.S.A.Dear Sirs,Through the courtesy of Guangzhou Chamber of Commerce and Industry, we are given to understand that you are one of

10、the leading importers of baby shoes in your country. As this item falls within the scope of our business activities, we are writing to you with a keen desire to enter into business relations with you.As one of the leading producers in China, we have been handing various kinds of baby shoes for many

11、years. Our products have enjoyed great reputation at home and abroad for high quality and reasonable price.To give you a general idea, we are sending you by separate post a copy of our illustrated catalogue. Should any of the items meet your interest, please let us know. We shall be glad to forward

12、you samples and quotations upon receipt of your specific enquiry.We look forward to your early reply.Yours faithfully,CandyEnquiryPR TRADE INTERNATIONAL CO., LTD28TOWNLOAD STREET, NEW YORK, U.S.ASEPTEMBER 27th 2009HUZHOU BABY SHOES EXPORT CORPORATION60BOADING STREET, HUZHOU, ZHEJIANG, CHINADear Sirs

13、,Thank you for your letter of September 23, 2009. We are pleased to know that you are producing different kinds of baby shoes.We are be pleased if you will quote us the lowest price in American dollar, CIF New York, and we would also like to know the quantities of the various sizes that you can supp

14、ly for prompt delivery if your prices are reasonable and quality is satisfactory, we shall consider placing a large order. We are looking forward to you soon.Yours faithfully,Kitty0fferHUZHOU BABY SHOES EXPORT CORPORATION60BOADING STREET, HUZHOU, ZHEJIANG, CHINASEPTEMBER 29th 2009PR TRADE INTERNATIO

15、NAL CO., LTD28TOWNLOAD STREET, NEW YORK, U.S.A.Dear Sirs,This is to confirm your letter of September 27th, asking us to make you a firm offer for baby shoes.In compliance with your request, we are making you an offer, subject to our final confirmation as follows:Commodity: Baby shoesQuantity: 20,000

16、 pairsPrice: US $20 per pairParking: in carton boxesPayment: by an irrevocable, confirmedL/C payable by draft at sight. Please note that we have quoted our most favorable price. It is likely that the market price will rise. It would be to your advantage to place orders without delay.We are anti

17、cipating your early reply. Yours faithfully,CandyCounter-offerPR TRADE INTERNATIONAL CO., LTD28TOWNLOAD STREET, NEW YORK, U.S.A.OCTOBER 3rd 2009HUZHOU BABY SHOES EXPORT CORPORATION60BOADING STREET, HUZHOU, ZHEJIANG, CHINADear Sirs,Thank you for your letter of September 29th about price of baby

18、shoes.We appreciate the good quality of your products, but unfortunately your prices appear to be on the high side even for goods of this quality. Information indicates that the other companies baby shoes are being sold at a price approximately 10% lower than what you quoted. We wonder if you could

19、reduce your prices to that level.We like the way in which you have handled our enquiry and would welcome the opportunity to do business with you. We shall appreciate your favorable reply. Yours sincerely,KittyAcceptancePR TRADE INTERNATIONAL CO., LTD28TOWNLOAD STREET, NEW YORK, U.S.A.OCTOBER 5t

20、h 2009HUZHOU BABY SHOES EXPORT CORPORATION60BOADING STREET, HUZHOU, ZHEJIANG, CHINADear Sirs,While we thank for your letter of 3 October 2009, we are disappointed to hear that our price for 18 per pair of price. We will consider making some concession in our price.We do not deny what our say, but we

21、 would like to invit your attentior to the superior quality of our products. We have to point out that our quotation is quite realistic and have accepted by buyers of other ources.We trust that this will meet with your approval and look forward to your early reply. Yours faithfully,Candy OrderH

22、UZHOU BABY SHOES EXPORT CORPORATION60BOADING STREET, HUZHOU, ZHEJIANG, CHINAOCTOBER 7th 2009PR TRADE INTERNATIONAL CO., LTD28TOWNLOAD TREET, NEW YORK, U.S.A.Dear Sirs,We thank you for your quotation of October 5th and the samples of baby shoes. We are satisfied with the quality and pleased to give y

23、ou order for the following items:Commodity Quantity(tons) Unit AmountBaby shoes-blue  10,000 $ 18 $180,000Baby shoes-pink 10,000 $ 18 $180,000We expect to find a good market for the above and hope to place further and large order with you in the near future. Our usual terms of payment are by ir

24、revocable L/C and we hope they will be satisfactory to you. Looking forward to your immediate reply. Yours faithfully, Candy Sending ContractPR TRADE INTERNATIONAL CO., LTD28TOWNLOAD STREET, NEW YORK, U.S.A.OCTOBER 11th 2009HUZHOU BABY SHOES EXPORT CORPORATION60BOADING STREET, HUZHOU, ZHEJIANG, CHIN

25、ADear Sirs,Thank you very much for your order of October 9th, and we are pleased to confirm the purchase from of baby shoes. Our dispatch department is working on your order, and will let you know when the consignment is ready.We are enclosing our purchase confirmation No.155 in duplicate. Please si

26、gn and return one copy to us for our file as soon as possible.Yours futhfully,KittyContractCONTRACT No.155SIGNING DATE：October7THE BUYER: PR trade International co., LtdAddress: 28townload street, New York, U.S.AE-Mail: CANDY THE SELLER: Huzhou Baby shoes Export CorporationAddress: 60Boading Street, Huzhou, Zhejiang, ChinaFax:-Mail: KITTY112We hereby confirm having sold to you the follow