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屈臣氏的烙印是“烦人” 但大部分美妆店的烙印是“不全”?

2017-05-05 08:01:22   

然而买回来之后,却怎么都搓不出泥,甚是挫败。至此,屈臣氏还是会进去,但是对导购推荐则只有一句话驳回去:你让我自己看看行不行?

“我比较喜欢那种自由自在的去逛街环境。”

“屈臣氏导购很烦啊,人(导购)太多”

“就像上海的悦诗风吟的大店,既卖化妆品然后又有卖吃的,就是有坐下来可以喝喝什么的,那种比较吸引我们现在的女孩子。”

和小编经历相似,接受采访的女生对屈臣氏的印象出奇的一致——烦人的导购。而除了对化妆品一无所知的男性不知道悦诗风吟之外,接受采访的女生们无一例外的知道悦诗风吟,并能准确说出悦诗风吟的风格——小清新,对比鲜明。

一边是品牌给自己定位的标签,另一边是消费者诚实的评价,为什么这两种标签和烙印开始出现了不受控制的分化呢?

自主意识强烈的年轻人,分得清推销和推荐的区别

“就是会像销售一样推销给你”。90年的小池如此评价屈臣氏导购。90后年轻人最鲜明的特点就是自主意识强烈,凡事有自己的逻辑和原则,被干预则易招致反感。“即使你跟她讲了你要买什么牌子的什么产品,她(导购)还是会执着的给你介绍她希望你买的那个牌子。”这让人不免怀疑导购的意图。

△屈臣氏“莴笋”app ipone界面快照

屈臣氏定位的是“个人护理专家”,但是从普遍的评价来看,除了导购足够鲜明之外,国内屈臣氏本身的品牌内涵愈发的不明显,“个人护理专家”的定位不能很好的体现在产品上,被导购模糊了属性。虽然屈臣氏上线了一款号称“更懂年轻女生的美妆问答购物平台”的购物APP莴笋,但是依然没能撼动线下实体店内导购的主导地位。

△上海悦诗风吟旗舰店

相比之下,倒是很多受访者表示去过悦诗风吟的店铺,对其清新风格甚是喜欢。尤其是喜欢里面拍照逛吃都不误的场景。(详情可参考c2cc联合访店系列文章)即使是在离金华1-2小时车程的杭州和上海,仍然丝毫没有让其小清新的定位在这里跑偏,这倒是让近在眼前的唐三彩、娇兰佳人和屈臣氏们望尘莫及。虽然悦诗风吟是单品牌店模式,在品牌展示、产品陈列以及人员配置上更加自由自主,但是自选的、场景化的概念确实是目前其他化妆品门店需要参考的。

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