Although not yet in the shopping season, some women’s wallets in Hangzhou have been “losing blood” earlier. Yesterday, Lancome's once-a-year big sales promotion held a VIP session at Hangzhou Tower. Only customers who have spent more than 5,000 RMB per year in the Hangzhou Lancun Lancome counter are eligible to be invited. None of the customers entering the market is left empty-handed. To 6 o'clock yesterday afternoon, the invited customers had already spent more than 500,000 yuan, and the highest single-handedness exceeded 15,000 yuan. There were tens of thousands of samples sent.

Authentic two bags, gifts 107

Miss Wang was originally invited to see it, but after seeing such a set of neatly placed gifts in a four-story cabinet, she changed her mind. According to Miss Lancome’s calculations, even though it cost more than 1980 yuan to get a set of 18 gifts, it’s a lot more cost-effective than the 8-piece set sent by 880 yuan in the first grade, but it’s even more enticing to get 3,280 yuan worth of gifts. Get all 26 sets of the previous two, and also send a limited number of travel bags. Under Miss's recommendation, Miss Wang quickly bought the order. Although several genuine items bought did not know whether they would be opened, Imagine that the table was full of samples and she felt it was worth it.

The number of promotional gifts is indeed very easy to make "small sample people" crazy, according to Miss Lan Tang Lan counters introduced, this promotion is really cost-effective, the value of a few files even far more than the value of the product purchased by the customer, take The purchase price of 3,280 yuan was calculated. The sum of the products bought and the gifts received was more than 10,000 yuan. An exaggerated lady at the scene bought more than 20 authentic items and gave 107 gifts. Among them, there were three or four large travel bags that had to be found.

Bring a calculator and be smarter than anyone else

Shortly after the opening of yesterday, there were customers who had boldly brushed away nearly 1.3 million yuan. The products they bought and the complimentary gifts were piled up around the counter. There were seven or eight bags in the rough. However, the customer's level of calculation is also quite admirable, and she spent just collected three sets of 3280 yuan standard and 1980 yuan, 880 yuan a file, more than the money spent less than one hundred yuan. Another customer is more accurate. She bought two sets of Lancome products, just enough for a 3280 yuan and a 1980 yuan gift, and only spent 50 yuan more.

Yesterday, ladies and gentlemen at the Lancome counter embodies a very accurate calculation technique. They have a very fast calculator. When they recommend products, they often pay 100 yuan, and they can quickly pay for the customer's satisfaction. However, for the Lancome counters, the computing power may also directly determine their income. Since this month is an annual big promotion, it is not a problem that Miss Lancee’s monthly salary will climb to 10,000 yuan.

"Lanjing Phenomenon": Hangzhou accounts for 10% of national sales

There are many small counters in the 200-square-meter conference center. There can only be 30 customers at a time. When the customer enters, there will be special counters for targeted services. The rest of the customers can wait outside and enjoy the offer. Snack drinks. Compared with previous noisy promotions, Lancome tried a more enjoyable promotional atmosphere yesterday. “It is not important how much gifts are delivered. What's more important is to upgrade the service and enhance the brand image.” Ma Yibing, sales manager of Lanzhou East China, said that this is the first time that Lancome has moved the VIP to Hangzhou. The company has specifically transferred eight places from other places. Salespersons are targeted at VIP customers for the first three days of promotion. Ordinary customers can only purchase after the counter is open for promotion. Invited VIP customers not only enjoy a relaxed shopping environment, but also special gifts. The person in charge of the Hangzhou Tower stated that for Lancome, this promotion is a sign of a brand new transformation of the makeup brand, which is also a problem that many makeup brands must face. In the past two years, there have been more and more high-end cosmetic brands entering Hangzhou. Blind promotions are not a long-term solution. They pay more attention to service and continuously increase the added value of products to retain customers.

For Hangzhou women, Lancome can be called a "phenomenon." In 1998, Lancome entered the Hangzhou market. The brand's representative rose logo may also be the initial memory of the Hangzhou high-end makeup brand. Although compared with other cities, Lancome's counter area in Hangzhou can only be considered medium, but last year, Lancome sales in Hangzhou reached 77 million yuan, accounting for 10% of national sales, the current Hangzhou market still maintains Lancome counter sales first And second place. It was one of the earliest cosmetic big brands to be promoted. In almost four years, women’s madness was caused by almost every big promotion: In the previous year, Lancome sold more than 900,000 yuan in Yintai, and sold 1.5 million yuan in Hangzhou Building in September last year. Intime sells 2.8 million yuan. The large-scale promotion that has spawned these phenomena has become a phenomenon of cosmetics. This "Lanjing phenomenon" has also driven the entire cosmetics market in Hangzhou. Hangzhou Tower, Yintai and other cosmetics have annual sales of more than 150 million yuan.

After the compilation: "Lanjing phenomenon" is behind the Hangzhou women are more beautiful, and the achievement of this phenomenon is the Hangzhou woman pocket money: In 1999, Hangzhou per capita GDP 2414 US dollars, urban residents per capita disposable income of 9085 yuan; In 2005, the per capita GDP of Hangzhou reached 44,487 yuan, and the disposable income of urban residents in Hangzhou was 16,601 yuan.