Starting investments
300 000 ₽Revenue
60 000 - 100 000 ₽Net profit
10 monthsPayback period
Cosmetics - a sought-after product that you can always make money on. This is a great option for a female business that a beginner can handle. How to open a cosmetics store?
Sales of cosmetics and perfumes can be profitable. Every year, the beauty industry is developing and popularizing, new cosmetic products appear - all this contributes to the fact that the demand for cosmetics and perfumes is growing. According to opinion polls, women are ready to spend 15% of their income on cosmetics every month.
The Russian cosmetics market has expanded significantly in recent years: today the number of trading and manufacturing organizations in the segment is growing not only in large cities, but in small towns. This entails increased competition, and therefore many factors must be taken into account before opening a cosmetics store.
To open a cosmetics store from scratch, you have, firstly, to choose a specialization, and secondly, to solve all the main stages that all retail entrepreneurs face. Namely: register a business, find a suitable room, arrange a retail space and purchase equipment, create and purchase an assortment, and hire employees. Next, we consider in detail all the tasks.
How to choose a specialty cosmetics store
At the preliminary stage, you need to determine the direction of the store and its assortment. This choice directly depends on the amount of investments, location and the ability to deliver a particular product. Some stores offer a wide range, while others, on the contrary, choose a narrow segment and specific products. In large cities, there are not only single cosmetics stores, but also entire retail chains. Therefore, it is better to open a store with a narrow focus, having formed an assortment of unique offers. This will allow you to compete with large networkers. If you plan to open a cosmetics store in a small city, it is better to give preference to the classic model of the store to cover a wide range of target audiences.
What else you need to pay attention to when choosing the direction of a cosmetics store:
The location of the cosmetics store. For example, if a retail outlet is located in a residential area, it is advisable to focus on a wide selection of products and affordable prices. In the city center you can open a store of luxury cosmetics and perfumes.
Competition. Trade in unique goods will be successful only if there are no direct competitors.
The main formats of cosmetics and perfumery stores:
- Shop of elite cosmetics and perfumery. Target audience - Above average clients. Offered products must be of high quality, belong to famous and luxury brands. Therefore, such a store will require serious investments. An elite cosmetics store is best opened in the city center or in prestigious areas.
Shop professional cosmetics for nails. The target audience is nail design studios and private manicurists. Opening will require a small area, even an island in a shopping center is suitable, and minimum costs. Such a point of sale can be part of the salon, where they provide manicure and pedicure services or located next to them.
Shop of natural cosmetics. Natural cosmetics is in high demand due to the popularity of environmental issues and a healthy lifestyle. But in order to win your customer, you will need to pay special attention to advertising. The theme of environmental friendliness is popular.
Brand store of decorative cosmetics. You can become an official representative of a famous brand. Today, many cosmetic brands offer cooperation. The advantage of this idea is that from the very start, your business gets a recognizable name and a good reputation. However, the downside is the dependence on the partner and competition - if you want to cooperate with any brand, you may encounter a representative in your city. To open such a store you need to conclude a formal agreement confirming the dealership.
Medical cosmetics shop. These stores specialize in pharmacy and medical cosmetics. For the outlet you will need a small room or department in a large pharmacy supermarket. The store of medical cosmetics is recommended to be located near pharmacies, health centers, cosmetologist's offices, dermatological clinics.
Shop of Arab or Oriental cosmetics and perfumes. Recently, cosmetics from a certain country is gaining popularity. For example, Korean or Japanese cosmetics stores, Arab perfume boutique, etc. Trade in specific goods requires the availability of appropriate suppliers. This is the main difficulty. The advantage is the ability to stand out among competitors in the market and attract your target audience.
Shop for professional makeup and make-up artists. The outlet is focused on highly specialized specialists providing makeup and makeup services. It is advisable to have a professional cosmetics store near beauty salons. You can expand the range with professional equipment and tools.
Handmade home cosmetics store. Handmade products are always of interest to buyers. But due to the nature of production, the choice of means is often limited. You should also carefully check product certification. Therefore, some difficulties may arise in this direction. The most popular products in this segment are soap making.
Shop of natural ecological or organic cosmetics. Today, organic and organic cosmetics are very popular. Natural goods are often unreasonably expensive, but are still in high demand. Therefore, the implementation of such cosmetics is considered a profitable business.
As you can see, there are many directions to open a cosmetics store. Choose what you understand and where competition is minimal. Today, the surest way to win over your consumer is to sell cosmetic brands that are not represented or almost inaccessible in Russia. The consumer needs to be offered an exclusive, and then he will be interested in your cosmetics store. Properly defined target audience and assortment are the basis of your success.
Legal issue in opening a cosmetics store
Before you take any action to open a cosmetics store, you should understand the legal nuances. The first step in opening a cosmetics store is to register a business. You can register as LLC or IP. For a small store, IP will be enough, but for large stores it is better to choose LLC. When registering, you will need to indicate the activity code according to the OKVED-2 classifier: 08/18/2019 “Retail sale of cosmetic and perfumery goods, except for soap in specialized stores”.
As for the taxation system of a cosmetics store, USN or UTII are suitable. The latter option is convenient if the area of the room is not more than 150 sq.m. But for the cosmetics store, the room is no longer needed.
No special permits are required for retail trade. To open a store, you need to collect a package of documents, which includes a sanitary-epidemiological report from Rospotrebnadzor, permission from the fire inspection, regulatory documents for the store. The entrepreneur must prepare a lease or property documents, sanitary certificate of the premises, an act from the BTI, confirming the commissioning of the premises. Also required are contracts for the export of solid waste, disinsection and deratization of the premises. In addition, you need to open a bank account and purchase a cash register, which is subject to mandatory registration with the Tax Inspectorate.
In general, registering a cosmetics store is quite simple, and at this stage no difficulties should arise. It is also necessary to remember that all cosmetic products must be certified, and when concluding contracts with suppliers, it is necessary to check documents and pay attention to the compliance of products with current requirements.
Since July 2012, the Technical Regulation of the Customs Union has been in force, which sets out in detail the procedure for mandatory certification of cosmetic and perfumery products, as well as the requirements for paperwork for goods, and marking products. It also describes the packaging requirements, which should include comprehensive product information.
Product certification is carried out by special state laboratories at Rospotrebnadzor. The generalized assortment of goods subject to mandatory certification is as follows:
cosmetic products - products that help to care for the skin of the face, body and hands, hygiene products for the oral cavity and teeth, hair and scalp care products;
decorative products - all that is used for makeup, cosmetics for nails
perfumes - perfumes, eau de toilette, deodorant, cologne;
toilet soap - liquid, solid, soap paste or powder;
Any cosmetics store is required to have a full package of documents for each batch of products.
How to choose a room for a cosmetics store
As with any retail establishment, the location factor of a cosmetics store plays an important role. Favorable location determines 70% of the success of the outlet. When evaluating a place, one must take into account the characteristics of the area, ease of parking, foot traffic, visibility and noteworthiness, proximity to similar enterprises.
The main selection criterion is the location of the retail space under the cosmetics store. This must be in a place with lots of pedestrian traffic. What are these places? City center, sleeping densely populated area, shopping centers, etc. As a rule, premises for shops are rented on the ground or first floor of an apartment building or in a shopping center. An excellent option would be to open near beauty salons, because your target audience is concentrated there. Advantages of placing a cosmetics store in a shopping center: high traffic, concentration of the target audience. Advantages of placing a store in a residential area: saving on the lease of retail space, walking distance for residents of houses.
Before making a choice in favor of a particular premises, be sure to monitor your competitors: it is better to avoid proximity to cosmetic hypermarkets, branded cosmetics stores and your direct competitors. Also study the operational characteristics of the room. There are no special requirements for the premises for the cosmetics store.
The minimum rental area is 40 sq.m. if you plan to open a cosmetics shop with a good assortment. 25 sq.m. will be enough for a small trading room. It is important to remember that in addition to the trading floor, the rented area should be enough for a warehouse and premises for households. needs Rent commercial premises with a total area of 40 sq.m. on average in Russia it costs about 30-40 thousand rubles per month.
The average rental value of commercial premises of different sizes in Russia, rubles *
30 sq. M. | 50 sq. M. | 80 sq. M | |
|---|---|---|---|
Moscow | 104 495 | 132 823 | 172, 684 |
St. Petersburg | 65, 520 | 106 413 | 114 944 |
The rest of Russia | 28, 686 | 44, 424 | 57 620 |
* According to the analysis of the Avito website ads on 08/18/2019
You should pay attention to the layout of the cosmetics store - the trading floor should be square or rectangular, without unnecessary bends - this will make it easier to place a display case and make the most of the available space. A huge plus will be if the room has large display windows. This will allow you to draw up a storefront that will attract buyers from the street. It is also recommended to look for repair premises in order to speed up the project launch process and save on finishing work. There are no special repair requirements - it is necessary that the room is clean and tidy. But there must be quality lighting.
How to make out the sales area of a cosmetics store
The retail space should be well-lit and have a pleasant interior that favorably emphasizes the product. Also, if the room allows the creation of a glazed window, it should be issued and it.
Basic principles for the design of a cosmetics store:
island zoning of retail space - each brand has its own stands decorated in the appropriate style;
color gradation of prices for goods (for example, highlight super-offers with green price tags, economy positions with yellow, etc.);
contrasting colors in the design (white and black, red and white, etc.). But at the same time, it is undesirable to apply too bright and flashy shades that will distract and annoy buyers.
What equipment is required for a cosmetics store
The main element in the design of a cosmetics store is trade equipment - racks, display cases, shelves, cash register, cash register. When determining the amount of necessary commercial equipment, it is necessary to rely on the volume of goods. It is not recommended to place it too close to each other so that the potential buyer can easily see each sample. The most popular models should be placed in the most prominent display cases.
All products are arranged according to the type of product (stands with decorative cosmetics, shelves with perfumes, etc.) or sorted by brand. If the store operates in a self-service format, shopping areas should be equipped with open windows, island and wall racks. If you plan a classic store format, you will need to install special glass display cases.
In order to equip a trading floor with an area of 30 square meters, it will take about 150 thousand rubles. Keep in mind that according to statistics, losses from theft can be from 5 to 10% of the turnover of a point of sale, so if possible it is worth spending money on fire theft equipment.
Basics of displaying goods in a cosmetics store:
arrange the product so that it is clearly visible;
compose ordered product compositions;
take into account product compatibility, take care of a successful product neighborhood;
correctly and rationally use the retail space, shop windows and equipment;
monitor the availability of the entire list of goods, as well as its quality (maintenance in appropriate conditions, compliance with expiration dates, etc.).
When laying out products, remember that products that are located at eye or arm level are bought unknowingly. Therefore, it is worth placing goods more expensive, and the cheapest to lower to the lower shelves. It is also beneficial to create shop windows and shelves that offer visitors seasonal products. For example, in the summer it will be deodorants, sunblocks, and in winter - hand creams, hygienic lipsticks, etc.
How to create a cosmetics store assortment
The assortment of a cosmetics store is determined based on the format of the trade and the size of the room. The main condition is the full filling of shop windows, but the absence of a pile of goods. Half-empty stands can scare away customers, and in cluttered display cases it is very difficult to navigate. The first shipment should not be too big. While you do not know what demand this or that product will use, it is better to purchase a small batch and analyze sales. Based on the specifics of demand and the conditions of suppliers, it will be necessary to make an additional purchase of goods. The main thing in this matter is to correctly calculate the required volume of goods in order to diversify the assortment, but to eliminate the glut of goods shelves.
Before forming an assortment, a thorough analysis of the market, suppliers and assortment of competing stores should be carried out. This will determine consumer demand and select products in such a way as to create a unique offer on the market. A competent approach to the selection of assortment will help to avoid unnecessary inventory, reduce the likelihood of illiquid assets, increase sales, create competitive advantages and attract a potential buyer. Carefully read reviews about suppliers and the quality of their products. According to statistics, about 30% of all cosmetic products are smuggled or fake.
Assortment formation may seem complicated, but do not worry. Over time, you will find the most successful ratio of goods on the shelves of the store, and first you should focus on proven and popular products of mass demand and advertised new products.
The initial purchase of goods will require about 300 thousand rubles. The assortment should include goods of various price categories, here is their approximate ratio:
Cheap goods - 50%
Average cost - 30%
Expensive goods - 20%.
The percentage depends on many factors, for example, on the location of the store, the population, the economic situation in the country, etc.
What categories of goods to include in the assortment:
decorative cosmetics (lipstick, mascara, powder, eye shadow, etc.);
skin care;
body care;
hair care;
perfumery.
As for the trade margins, they usually make up 20-50% for cosmetic products, and 50-100% for perfumes. In addition to cosmetics and perfumes, you can sell various accessories - this will increase profits. You can diversify the assortment with jewelry, glasses, cosmetic bags, hair accessories and more.
Another important point when purchasing goods is the search for suppliers. An ideal option would be cooperation with large wholesale suppliers who have already established themselves in the market. On the Internet you can find all the necessary information: terms of cooperation, catalogs, reviews. Only work with suppliers who can provide you with a quality guarantee. In addition to well-known brands that are widely represented in the market, try to find a brand that is not declared in other stores. A unique offer can be your competitive advantage.
How to choose cosmetics store staff
Competent staff is the key to the success of a cosmetics store. Therefore, the selection of personnel should be approached with particular responsibility. The main staff in the store are sales consultants. The number of sales consultants depends on the area of the store and its schedule. For example, for a small store with an area of 40 square meters. m., there will be enough four sales assistant, working two through two. In addition, to ensure business processes, you will need an accountant, personnel officer, merchandiser. These functions, if necessary, can be performed by the entrepreneur himself.
Portrait of a sales assistant: a young girl, smiling and polite, knowledgeable about cosmetics and able to convey information to the buyer in an understandable way. Practice shows that it is this type of seller that causes the greatest confidence among the average buyer. The key criteria in the selection of personnel are sociability, responsibility, courtesy, ability to work with people. Before starting work, sellers must undergo training, having familiarized themselves with the product range, its characteristics and sales technology.
To help the buyer, consultants must know the product, its characteristics, be able to correctly answer various questions. Therefore, staff training may be required. If there is a financial opportunity, you can send your employees to various trainings. For training, the staff not only gets acquainted with the technology of sales, but also gets highly specialized knowledge on the types of perfumes and cosmetics. Well-known cosmetics brands regularly conduct trainings and seminars for employees of the beauty industry. Some of these events are free to attend.
The preparatory phase lasts about two months, during which it is envisaged to go through registration procedures, establish partnerships with suppliers, search for suitable premises, select staff, purchase equipment and goods, as well as arrange retail premises.
How to promote a cosmetics store from scratch
Tools for store promotion are selected depending on the budget for advertising. What methods can be used to promote a cosmetics store from scratch:
Distribute printed advertising products - booklets, catalogs, business cards, flyers.
Take advantage of a special SMS distribution service that will notify potential customers about the opening of a new store.
Post store information in city electronic directories.
Использовать различные виды наружной рекламы: баннеры, билборды, указатели, плакаты в витрине магазина, яркую вывеску.
Проводить рекламные мероприятия, которые могут включать в себя различные акции, повышающие лояльность покупателей. Можно предложить услуги визажиста или бесплатную консультацию косметолога.
Привлекать посетителей при помощи дисконтных и скидочных программ.
В качестве рекламного инструмента также выступает оформленная витрина магазина, которая будет привлекать внимание потенциальных клиентов. Согласно маркетинговым исследованиям, 70% клиентов заходят в магазин, потому что их привлекает красиво оформленная витрина. Стоимость оформления витрины составляет в среднем 25 000 рублей.
Некоторые дистрибьюторы оказывают поддержку своим партнерам и даже частично покрывают расходы на рекламу. Рекламный бюджет магазина косметики в первые месяцы работы должны составлять не менее 30 тыс. рублей. После можно сократить расходы на рекламу до 10 тыс. рублей в месяц.
На продвижение магазина и выход на желаемые объемы продаж потребуется в среднем от 2 до 5 месяцев – за это время покупатели успевают узнать и привыкнуть к новой торговой точке.
Сколько стоит открыть магазин косметики с нуля
Для открытия магазина косметики необходимо рассчитать объем первоначальных вложений. Для этого нужно определиться с затратами на приобретение оборудования, первоначальную закупку товара и рекламное продвижение. Основные статьи первоначальных затрат отражены в таблице.
Initial investment
No. | Cost item | Amount, rub. |
|---|---|---|
one | 1 month rent | 30, 000 |
2 | Ремонт помещения под магазин косметики | 50, 000 |
3 | Set of shop equipment | 150, 000 |
four | Starting advertising campaign | 40, 000 |
five | Registration of business, obtaining permits | 10, 000 |
6 | Purchase of goods | 300, 000 |
Total: | 580 000 | |
Также в рамках бизнес-плана магазина косметики необходимо рассчитать примерную сумму ежемесячных расходов. Они делятся на переменные и постоянные. Variable costs consist of the costs of acquiring goods and transporting them. Fixed costs consist of rent, utility bills, payroll, advertising costs, taxes and depreciation.
Постоянные затраты магазина косметики
No. | Name | Amount in months, rub. |
|---|---|---|
one | Rent | 30, 000 |
2 | Advertising | 10, 000 |
3 | Communal payments | 4, 000 |
four | Depreciation | 3, 000 |
five | Payroll deductions | 100, 000 |
6 | Налоги (для ИП по ЕНВД) | 20, 000 |
7 | Other | 10, 000 |
Total: | 177 000 | |
Таким образом, постоянные ежемесячные расходы на магазин косметики составят 177 000 рублей.
Сколько зарабатывает магазин косметики
Расчет будущих доходов исходит из того факта, что торговая наценка на косметическую продукцию и парфюмерию составляет 30-100%. Будьте готовы к тому, что первые несколько месяцев вы будете работать в убыток или с мизерной прибылью, поскольку потребуется определенное время, чтобы привлечь покупателей.
Ежедневный доход магазина составляет 10 тыс. рублей в месяц. При среднем чеке 700 руб., для такого объема выручки, необходимо 14-15 клиентов. Тогда ваш доход в месяц составит 300 тыс. рублей. Отсюда вычитаем ежемесячные расходы и себестоимость (закупочную стоимость) товаров. Получаем чистую прибыль 60-100 тыс. рублей.
Доход за месяц – 300 000 ₽
Чистая прибыль – 80 000 ₽
Окупаемость – примерно 10 месяцев
Средний уровень рентабельности данного бизнеса составляет 10%, то есть окупить первоначальные вложения в объеме 600 тыс. рублей вы сможете примерно за 10 месяцев.
Следует также обратить внимание, что перед праздничными датами (8 марта, 14 февраля, Новый год) выручка будет значительно выше. Популярные магазины могут за двухнедельный предпраздничный период заработать квартальную выручку. Учитывайте это и при составлении бизнес-плана магазина косметики, чтобы открыться незадолго до праздников, когда ожидается увеличение продаж.
После того, как вы продумаете все этапы запуска проекта и составите бизнес-план, где рассчитаете, сколько денег понадобится на реализацию, вам необходимо составить календарный план. Это делается для того, чтобы понять, когда именно вы сможете открыть магазин косметики. Обычно на запуск такого проекта уходит 4-5 месяцев.
С какими рисками можно столкнуться собственник магазина косметики
При планировании создания магазина косметики обязательно нужно учитывать риски. Главная угроза для данного бизнеса – высокая конкуренция. Поскольку рынок косметики достаточно насыщен и конкуренция на нем высока (в частности, за счет крупных ритейлеров), поведение конкурентов может оказывать сильное влияние. Чтобы его минимизировать, необходимо создание своей клиентской базы, постоянный мониторинг рынка, грамотная и гибкая ценовая политика, наличие программы лояльности клиентов, образцовое обслуживание, формирование конкурентных преимуществ и создание уникальных торговых предложений.
Еще один риск связан с повышением закупочных цен на товары, недобросовестные поставщики. In the first case, there is a risk of increased costs and, as a consequence, the selling price, which can negatively affect demand. In the second case, the risk is associated with interruptions in the trading process due to a shortage of goods. Снизить вероятность этих угроз возможно при грамотном выборе поставщиков и включении в договор всех необходимых условий, которые предусматривают материальную ответственность поставщика при их нарушении.
Следующий риск - недостаточный уровень спроса - является одним из наиболее вероятных и может возникнуть как по причине низкой платежеспособности спроса, так и по причине высоких издержек обращения. Снизить риск возможно при тщательном планировании деятельности магазина и финансовых результатов, грамотном формировании ассортимента и выборе торгового помещения, проведении различных акций и скидок, стимулирование повторных покупок, гибкое ценообразование.
Если вы арендуете торговое помещение под магазин косметики, то должны учитывать риск отказа в предоставлении аренды торгового помещения или повышения стоимости аренды. Loss of space threatens with losses: firstly, it is the cost of moving equipment; secondly, the move will take some time, during which the store will not function and, therefore, will not make a profit; thirdly, the loss of the usual place for customers and the additional cost of advertising to promote a new place. All these consequences can entail significant losses. To reduce this risk, it is necessary to conclude a long-term lease agreement and carefully select the landlord. В перспективе стоит рассмотреть возможность приобретения собственной торговой площади.
Поскольку хороший персонал – залог успеха торговли, вам следует уделять особое внимание формированию и управлению персоналом. Существует риск проблем с сотрудниками, который может возникнуть из-за низкой квалификации, текучести кадров, отсутствия мотивации. It is easiest to reduce this risk at the stage of personnel selection, hiring employees who meet all the requirements. Также стоит предусмотреть повышение квалификаций сотрудников и их премиальную мотивацию.
Еще один риск - снижение репутации магазина косметики в кругу целевой аудитории при ошибках в управлении или снижении качества услуг. It is possible to mitigate the risk with constant monitoring of the quality of goods and services, receiving feedback from customers of the store and taking corrective measures. Зная о возможных рисках и проводя меры по их профилактике, можно избежать серьезных финансовых потерь и построить стабильный, прибыльный бизнес.
Evgenia Yurkina(c) www.clogicsecure.com - a portal to business plans and guidelines for starting a small business 08/18/2019