How to open a Korean cosmetics outlet. The failed business of a young mother, or how I bought Korean cosmetics. "Coconut": about the project

Financial One 04/22/2016 09:47

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Three financiers who have made brilliant careers in the stock market have invested in a very unusual business for people with a similar background - the sale of Korean cosmetics HolikaHolika in Russia. Former traders now have grandiose plans to transform an as-yet-little-known Asian brand into a massive story. The financiers talked about why it was necessary to exchange stocks and derivatives for creams and powder FinancialOne.

The flagship store Holika Holika, operating in the Aviapark shopping center, is a small but noticeable enterprise: bright showcases, colorful packaging and cute salesgirls in stylish purple uniforms. At first glance, this is a typical startup of hipster students sipping smoothies in a coworking space and making plans to conquer the world. It is all the more surprising that the Holika Holika project is backed by people with a serious financial education and vast experience in the stock market.

So, general manager company Zoya Vysotskaya - former sales of shares at Unicredit Securities, her partner and ideological inspirer Nikolai Kiryushkin - ex-head of trading at Metropol Bank, second partner and strategist of Holika Holika Oleg Achkasov came to this business from VTB Capital Bank, where he was also responsible for stock trading. The history of the Korean brand in Russia began 3.5 years ago, when Nikolai Kiryushkin invested in a startup of his friends importing cosmetics from Korea. Later, the financier brought Zoya Vysotskaya to Holika Holika.

“When the trading activity began to grow, we realized that we needed a person who was ready to run this business. Moreover, it should really be good manager... By a happy coincidence, Zoya was free. We had known each other for 15 years, at least, but I still had to persuade her for a long time, ”said Kiryushkin.

Vysotskaya, who at that time was on maternity leave, admitted that the situation with working in her profile left much to be desired. “The financial market began to shrink precisely from derivatives, in which I just specialized. Finding a job was not easy, ”recalls the former salesman. At first, Vysotskaya was skeptical about Kiryushkin's proposal to head the cosmetics business, but then she decided on radical changes. “It was weird to go from derivatives and structured products to something as mundane as cosmetics. At that time I did not know many terms and did not understand why a woman needs two lipsticks, if there is one hygienic one, ”she said.

Nikolay Kiryushkin and Zoya Vysotskaya

Some time later, a disagreement arose in the team about further development business. The partners of Vysotskaya and Kiryushkina, with whom they started working in the cosmetic market, wanted to bring several new brands and reformat the store. “We thought that since we started to develop the Holika Holika brand, everything is good and the trend is positive, then we need to put all our efforts into this. As a result, we decided to part ways with our previous partners. But we needed a person who was ready to replace a share of the funding, ”Kiryushkin explained.

So Oleg Achkasov from VTB Capital joined Holika Holika, who supported the business not only with finances, but also with surprisingly accurate analytical calculations. “He studied this market for a long time and meticulously. All of his predictive models are always very close to reality, "says Nikolai Kiryushkin. “His forecasts for sales last year really matched one to one,” added Vysotskaya.

Achkasov admitted that his older sister, who lives in London and maintains a popular beauty blog, helped him quickly get into the cosmetic business. “We had three scenarios for ruble earnings, but in the end the most positive one was realized. I think this was facilitated by the presence of great synergy in the team. Everyone is fully involved in the process, ”said the ex-trader.

According to Nikolai Kiryushkin, the Holika Holika team is united not only by a common background and a long history of relationships, but also by a common approach to work. “The stock market leaves its mark. It instills a certain way of looking at things, because you have a bullshit filter developing pretty quickly. When they sing to you about some prospects, the first thing you want to see is numbers. No one wastes time or money on unnecessary things. We agree on this, ”said the financier.

Oleg Achkasov and Zoya Vysotskaya

However, there are other unifying factors as well. One of them is the love of a healthy lifestyle. “Nikolai and I even have a common tennis coach,” - Oleg Achkasov “hands over” to his colleague. Zoya Vysotskaya, behind whose shoulders yoga and triathlon, enjoys jogging and tries to make sport a part of corporate culture. “I took the path of least resistance: I just put on my sneakers and ran,” the head of Holika Holika laughs.

Almost immediately after the launch, Holika Holika's business had to pass the test of the economic crisis, which erupted due to the fall in oil prices and Western sanctions. “If I knew that in three years the dollar would be 70 rubles, I would not do this,” says Kiryushkin. However, the company has managed to cope with internal and external challenges. The Holika Holika team was able to come to an agreement with Korean suppliers, convincing them to meet the needs of the Russian consumer. As a result, she managed to achieve lower margins from the importer and the shopping center, keeping prices at an acceptable level.

The financiers were also struck by the sheer amount of bureaucracy that their businesses regularly face. “If we collect all the documents required to open a small store with an area of ​​30–40 square meters, the whole table will be filled up with them,” said Oleg Achkasov. Another difficulty was the overestimated expectations of the Korean manufacturer Holika Holika, which wanted its Russian partners to develop the franchise too quickly.

“For a Korean company, the success rate is the number of mono-brand stores. For us, the first task was to build up momentum. We tried to explain to the supplier that opening many stores of an unknown brand in Russia is just pouring money into the void. Profit, profitability and sales were more important to us as realists, ”Kiryushkin explained.

Now that the brand awareness of Holika Holika has increased significantly, the financiers themselves are planning to open new stores. At the same time, they are going to develop the brand in the regions through a franchise. The Holika Holika team has very high requirements for future franchisees: financiers want to be sure that all stores from the chain will be profitable.

“We refuse a franchise if we doubt that a particular store will be profitable. Otherwise, we simply won't get a success story, ”they note. To solve new large-scale tasks, the Holika Holika team intends for the first time to attract borrowed funds... Earlier, Oleg, Zoya and Nikolay financed the project from their own savings.

Relations with Korean partners Russian company generally harmonious, despite the colossal difference in mentality. “They (Koreans) are aliens. They are really different in everything. National culture leaves a big imprint on their business. They have a very strict hierarchy system. This hinders the development of initiative and creativity within the company. What we do in terms of marketing in Russia invariably amazes them, ”said Zoya Vysotskaya.

Nikolay Kiryushkin

She noted that the Korean office often asks Holika Holika to send to Seoul Russian photographer or a makeup artist. And when the Russian team launched their own Instagram account, the Koreans immediately wanted to follow suit. The only thing that Russia can really learn from Korea is the production of cosmetics.

“Cosmetics in Korea is one of the key industries alongside electronics. In this country it is very difficult to understand the age of a woman, because the cult of porcelain leather reigns there. It looks very nice and noble. Products such as BB cream and lip pigment are very popular, ”said Vysotskaya.

The head of Holika Holika emphasized that the famous BB cream, which was invented in Germany as a means of masking scars after plastic surgery, is one of the top products in the Russian store. Zoya Vysotskaya is no less versed in the Holika Holika cosmetic line than in promotions and derivatives, confidently listing the properties and composition of all skin care products presented in the showcase.

Her colleagues, apparently, also feel quite comfortable in the cosmetics industry. “I don’t miss the stock market at all, because there’s nothing to miss. The former stock market in Russia, which could interest and bring profit, is practically gone. Probably in 2007 or 2011 it really was interesting job that paid well. And lately it was like sitting and looking after a dying patient, as in a hospice, "Nikolai Kiryushkin summed up.

Here is a brief overview and data on the cosmetics market in Korea. I indicate how best to plan the export of your cosmetics to the country of morning freshness.

If there is interest, I am ready to make a more detailed report on the Korean cosmetics market. And cooperate on the withdrawal of your cosmetics and private brand to the Korea or China market.

Cosmetics market in Korea:

Korea is ranked 10th in the world for cosmetics. This is about 3% of the global market. That you will agree for such a rather small country is very good.

In 2016, the volume of the cosmetics market in Korea was about US $ 16 billion... Over the past five years, this market has grown at 7% per year.

Import cosmetics to Korea in 2017 was about one and a half billion dollars.

What is most interesting is that the largest importer of cosmetics to Korea is the United States (about 29%). Next comes France, Japan and Italy.

Here, imports mirror the state of affairs in the sale of local cosmetics in Korea and cosmetics for export. Also the main thing is skin care products. Then hair products.

Import sales are mainly done through online sales (33%).

Key indicators of the cosmetics market in Korea:

• Production: about 8 billion USD per year
• Number of manufacturers: about 2300 (in 2016)
• Exports: about 2 billion USD per year (to 133 countries)
• Imports: about 1.5 billion per year (from 76 countries)
• Local market to import ratio: 61:39

On average, the cost of cosmetics in Korea is considered to be about 32 - 33 USD per month per capita.

Mostly Korean shopper pays more attention to functionality than brand (ATTENTION to our exporters !!!)

Major foreign brands in the Korean market: Unilever, L'Oréal, Beiersdorf, MAC, Revlon, Olay, Avon, Boots No 7, Maybelline, Neutrogena

The main sales channels in Korea are currently the following:

• Online shopping
• Purchase on TV channels (like shops on the couch)

In 2015-2016, a study was conducted (over 3,000 Korean women and men) and it was found that on average they use about 27 different cosmetic products per month.

Korea now has three major cosmetics chains that compete with each other: CJ Olive Young, GS Watsons, and Lotte LOHBs.

Shinsegae plans to join them.

Natural and organic cosmetics are highly valued in Korea. But it is very expensive. almost all components are imported.

So there is a chance with our natural cosmetics invade the Korean market. We are ready to cooperate.

Of course, Korea has its own certification system for cosmetics. It is not easy, but nothing terrible. We know how and what should be done correctly in order to obtain all the necessary certificates and licenses for sale in Korea.

Another good news for our exporters is that Korean buyers are very active in shopping online from overseas. In 2016 purchased almost a billion dollars in foreign online stores.

Korean customs has simplified many of the formalities for this type of procurement.

We are ready to help launch a specialized online store in Russia for sales to Korea (or China).

We can open your representative office in Korea to start promoting your products.

Or open a joint venture to export your products to Korea.

There are many options. Happy New Year 2018.

Text by Victoria Tsarenkova

Photo by Inna Ptitsyna

This story is full of entrepreneurial experiences with all the possible failures, setbacks, and debt. But at the same time - the ability to analyze and learn not only from your mistakes, but also with the help of other people's knowledge. Alena Aleshkova is a student of the Path of Dreams course, who was able to overcome the fear of disappointment and start new project.

Alena Aleshkova

"KOKOS": about the project

"KOKOS" - stores of original certified Korean cosmetics in Kaliningrad.

The project began in 2016 with a small shelving unit in the basement of a shopping center. Now we have 2 offline stores in Kaliningrad and an online store. The plans are to go beyond the boundaries of one city.

We purchase the entire range from large dealers in Russia. When choosing which product to bring to the store, we read hundreds of reviews - from our clients, bloggers and people who use Korean cosmetics. We have about 1,500 different Korean products.

The first business turned into a bunch of problems and almost ended in the collapse of friendship

For a year and a half, each of us earned about 5000 rubles a month.

Problem one - lack of knowledge

Somehow everything did not work out. We had no knowledge of how to run a business, nor an understanding of how to attract customers. I tried to read something on the Internet, but the materials were scarce.

The production was outsourced to another agency, which is why the whole process was always slow. Their manager first processed the application and only then transferred it to production. In the best case, our order was ready in a day. I still had to call and find out if the product was ready. Then go and pick her up. If they did with marriage, this cycle was repeated again.

I did the design of the products myself, and it was very lame with us, and we could not afford a classy specialist - we saved. We found our first clients in a guerrilla way - we spam people on VKontakte. But since we could not offer the service High Quality, then the check for our services was very low. Because of this, there was no profit. For a year and a half, each of us earned about 5,000 rubles a month. It was hard, but we ourselves are to blame.

Problem two - friendship intervened

There was no money in business. And against this background, problems began with a friend as a partner. The point is that we did not discuss "on the shore" who is responsible for what. We thought that everything would work out anyway - we are such cool girlfriends.

But here our friendship only added fire to the fire of problems. You know the closest people with all their shortcomings. It turned out that shortcomings are felt most acutely in business. It can be compared to hiking in the mountains. I was told that when climbing, for example, Elbrus, all the sores of the body become aggravated and even something that you did not suspect can get out. It's the same in business.

We started swearing a lot. And this ultimately led to the fact that after a year and a half we parted as partners. And in fact, "as friends" - too. Although we discussed that everything was fine, we continued to communicate, but there was a lot of aggression, quarrels broke out over trifles. As a result, mutual acquaintances made us talk to each other. That conversation went on for several hours. School grievances and everything that dragged on for years got out. But, fortunately, we expressed everything, found it out and still communicate well.

Employees persuaded me not to close the project: they said that they were ready to sit without a salary

Cool clients appeared who brought us high income. But there were not many of them, and it was no longer possible to attract them - then there was not enough knowledge and strength for this. We had a bunch of small orders, and they took almost all of our time and effort. So, on business cards, we earned 200 rubles for a minimum batch of 100 pieces. Despite the fact that the work here is a full cycle: discuss with the customer, agree, send the order to the printing house, as it will print - go and pick it up. The average check ended up being tiny. There was not enough money. And you have to pay wages, rent. I barely had enough to live, too - only for the essentials.

“That's it, I can't, we will close it,” I announced to the girls after a year and a half. They then persuaded me not to close it. They said that we work so well, they like everything and that they are even ready to sit without a salary, that is, in debt. And we worked like that for another two or three months, we closed in 2016.

I subconsciously didn't want to make money. And hence the total lack of money: I did what I like, but the money did not go

Motivation "OT" - to get away from poverty

It was hard for me to let go of this failure. I believed in this business and was devoted to it for four years, but in the end I could not. A complete loser - I thought of myself. In addition, the project left me with a bunch of debts - about 200,000 rubles, which I still pay off. From all this, I seriously thought of getting a job for the rest of my life.

But I can't do that. When I just started this business, I had a desire to achieve freedom and do something of my own. Now I realize: I need to do something exactly, to unite people around me, to expand the boundaries of my projects, to come up with something new and put it into practice. This is my essence, which cannot be taken away. So I didn't go for hired work just to have money for a living. And she began to analyze.

Money was not a priority for me all my life, I did not like it. At the same time, I wanted to buy something expensive for myself, to travel. Such a clumsy contradiction sat in me. And suddenly it dawned! Remember, in fairy tales, the poor people were good fellows, and the rich were despots and tyrants. Raised on such promises, I subconsciously did not want to make money. And from here this total lack of money grew: I did what I liked, but the money did not go.

Gradually, my poles changed in this regard. I've read blogs of successful people. They said that you can earn with your brains and abilities. I learned about success stories: how people created wealth themselves. And she began to understand that there is nothing wrong with wealth. If you are talented, smart, able to develop and strive for something, then you can achieve a comfortable standard of living for yourself. But if you are lazy, apathetic, then most likely you will live badly.

I don’t mean to say that poor people are bad. There are many good and wonderful ones among them. Yes, and about myself I can say that I am still poor: I still like to buy stock goods in stores. But I saw that rich people are much more relaxed about everything, more striving to improve themselves, to help others.

This motivation "out of poverty" pushed me forward. I am a confident person. Maybe even a little arrogant in places. And when I see what others are doing, it means I must do it.

We spent a lot of time on small orders, but we had to give up everything superfluous

What my first business failure taught me

First of all, I understood what partnership means in business. How important it is to agree in advance who will have what role, who will be responsible for what, and discuss the personal goals of each. The goals should be common, and not when one is “on fire” with work, and the other has other interests.

Also, the issue of trust in a partnership is the most important one. Perhaps, here he stands as acutely as in a relationship with his man. Both of you must be both honest and completely trust each other, not to get into someone else's area of ​​responsibility. Without this, nothing will work out in business.

You also need to build a business model correctly. Otherwise, everything in the project will suffer. This I learned later, when I went to study on the course "The Way of Dreams". This was our mistake - we worked with very small orders, and spent a lot of time on them. And it was necessary to give up them and all that was superfluous.

And I was too inexperienced to run a business. I wanted to build something serious, but there was no knowledge of how to do it. I couldn't do it well and efficiently. I couldn't manage. Little things could easily unsettle me. Although I analyzed the problems, tried to come up with something, it didn't really work.

How I saw the new project

I started thinking about what my new project would be. I approached this matter very seriously.

• Firstly, I decided to launch a retail business, because I thought it was easier to implement marketing chips in retail.

• Secondly, it is important for me to build long-term relationships with customers. Be so cool that a person buys in my store once and starts coming here again and again. Therefore, I immediately focused on products that are in regular demand.

• Thirdly, I also wanted to sell goods for women. Men are more practical, it is harder to hook them with their actions. And in social networks, they do not leave emotional feedback. And in this regard, it is pleasant to work with women. Looking ahead, I will say that today the girls constantly write to us that they are delighted with us. Many people say that they buy cosmetics only in our store.

• Fourth, there was a desire to sell a quality product in the middle price segment. Before that, I worked with people who have very little money. I faced the fact that they were nervous, had difficulty parting with their money, worried about every ruble. This was hard. So now I wanted to work with more affluent clients who are ready to buy such a product.

At that time, Korean cosmetics were in trend, and I drew attention to it, began to study. The cosmetic market in South Korea is innovative and booming. Quality is closely monitored there, as the Korean public is very biased. Even men look after themselves and take care of themselves. And if a company has released a bad cream, it immediately leaves the shelves and never comes back. I myself used two tools, and they helped me a lot. Therefore, I realized: the things are really cool - you can carry them.

The first store is a gloomy and impassable place. I tried to hire salespeople, but they didn't delay

Initial investment in a new project. Point opening

In 2016, I opened a small outlet in a shopping center. It looked like this: a glazed shelf with cosmetics on the ground floor, dim light and gray walls around, and there are practically no people. With the opening of the second business, my mother again helped me - she gave me 150,000 rubles. We agreed that in exchange for this she could not work for 2 years, stay at home under my support.

I invested 100,000 rubles in the first purchase of cosmetics. In general, this is very small. Now we have 15 sq. meters, the remainder of the commodity just for "survival" should be 500,000 rubles (in the purchase price), and then it will be half-empty shelves. For 50,000 rubles, I bought a rack for Avito, paid for 2 months of rent and very small expenses - for the Internet, lighting in the rack. Without illumination, the rack did not look working, the "basement" light did not allow to see the goods.

I developed my Instagram account and group in “ In contact with". It was through these channels that it was mainly possible to attract buyers.

I worked at this point for a whole year. It was hard. And the place itself is gloomy and impassable. She worked practically seven days a week. I tried to hire salespeople, but they didn't stay long. The revenue was small - on average, about 3000 rubles per day.

Major mistakes at the start

And here it was not possible to avoid mistakes. I did not analyze the market and made the first purchase like an ordinary girl - on emotions. I just liked one site - everything is in beautiful jars, and I ordered this cosmetics. It turned out that the brand is too expensive for Russia. Yes, and appeared recently, has not yet proven itself. As a result, this product was bad and sold for a long time.

Then I bought cosmetics from famous brands... But then I made a mistake again: I did not analyze the assortment - that people buy more often and more willingly, but chose what I liked myself. As a result, I ordered a lot of goods that took up shelf space for a long time.

Our beloved men collected cosmetics racks at night

The right decision: moving and a new partner

I thought about moving to a “normal place”. Girls who buy expensive products want to enjoy the whole process: come to a cozy place, see, try, hold in their hands. And my jars and tubes were in the rack behind the glass. I had to get it, show it. Agree, this creates a certain tension for the buyer.

And a good place in another shopping center, so that it is comfortable and the traffic is large, in the city it was expensive, I can't afford it. Moreover, the rent must be paid immediately two months in advance.

The question arose: how to find money to open a store. And then I made one of the most significant decisions - to unite with a person who is interested in related topics. I had a friend Polina. We saw each other once a year at the birthday party of a mutual friend. And every time she told me that she wanted to do something of her own. We met again at the end of January 2017. I told her: "I want to open a store." And she offered to join forces. Polina liked this idea. She said that she also has savings.

Throughout February, we discussed conditions and plans. I was looking for a place. Only in March we agreed with shopping center... I immediately terminated the contract with the landlord, from whom I rented a place in the basement. We drove to the new place very quickly, literally in a week. Our beloved men collected cosmetics racks at night, although both had to leave for work early in the morning.

And in April 2017, Polina and I opened our first joint store, paying rent for two. In general, the opening (without inventory) cost less than 100,000 rubles. Since everyone retail store equipment made by our men, it cost 3 times cheaper than the market value. On the lease, we agreed to postpone the "security" payment for a couple of weeks in advance. By the way, today, for the opening of, for example, a third store (without stock), it will take us in the region of 250,000 - 300,000 rubles.

How we rolled out into the world "COCONUT"

Initially, we had a test drive of a joint business. Polina entered the business with investments of about 100,000 - 150,000 rubles. Part went to pay the rent, part went to buy her share of cosmetics. We agreed that we would purchase the assortment separately, each for itself. There will be just a general cash register, and we will take turns working as sellers. With Polina, I shared the contacts of suppliers of Korean cosmetics, and we started.

From April to September 2017, this is how we worked. I also developed store accounts on Instagram and VKontakte. And Polina showed a gift for purchases. She estimates the demand better than me and, as a result, selects the assortment more accurately. And I offered to unite completely in order to enhance the effect.

We have assigned all responsibilities inside and out. I am responsible for marketing, promotion, personnel management. Polina is engaged in purchases, search for suppliers, communication with them and everything related to goods - arrangement on the shelf, price tags.

We also assigned ourselves a salary. I just read in the book "Business as a game" from the guys from MosIgra that this is how you can live on a salary, and invest the rest in business.

And then before that all the money was mixed. It turned out - you either infringe on yourself in life, or in business. Now our net profit is completely spent in development, in expanding the range, opening stores and purchasing equipment for them.

They began to consult with each other on controversial situations. In general, we have no disagreements. There are disputes about how to do better, but we always come to a consensus.

We thought for a long time what to name the project. I wanted something Russian, simple, memorable. And at the same time associated with Korean cosmetics. It has a lot of natural ingredients, and we aimed to bring that to the name. And then one day - a coconut! Here is another cool play on words: "KOKOS" - Koreyskaya COSMETICS.

When Polina and I decided to unite completely, I saw that we had launched the sale of the Path of Dreams course. And for about a year I have been reading the Womenbz portal and following its founder, Galia Berdnikova. I dreamed of getting another course "Life. Business. Success", but I had no money.

And then I see: "The Way of Dreams" has become an extended version of the course "Life. Business. Success". And the price is still the lowest - the start of sales, installments for 3 months. There was still no money, but I turned out as best I could. I even asked to make the first payment not on time, but 2 days later. I was allowed, for which I am very grateful.

During this period, everything grew together so in time that our "KOKOS" went into growth.

First, let's try it ourselves. We all have different skin types, and we can evaluate the product from different angles.

The task is to get ahead of the competition

An important decision that we made during my training: to be ahead of competitors - cosmetics sellers by all means. And for this we need the best assortment, and it is necessary to present it in the store so that the buyer understands what and why.

We have greatly expanded the assortment and put new racks in the store. By the way, when we choose a product to order, we do a tremendous job of finding the right one. We read the reviews of our bloggers. We look and analyze which brands are already popular in Russia and are often mentioned. Most often, we order probes, if any. First, we try it ourselves - me, Polina, the salespeople. We all have different skin types, and we can evaluate a product from different angles. And if everyone did not like it, we no longer take this product.

On the price tags, we have written a mini-instruction for each product. The idea is that a person can come and choose on their own. Many buyers don't want to talk to a consultant. Someone does not want to take tubes and jars from the shelves. And all the information in Russian is indicated on back side packaging. Some other brands are written in detail and understandable, while others - general phrases, so it's not really clear what kind of tool it is.

Our price tags look something like this: "snail face cream, suitable for oily and combination skin", and below - "smoothes wrinkles, removes pigmentation, heals acne."

Polina and I have read hundreds of reviews on the Internet for each tool. We took feedback from our buyers for each product. It turned out that the translation on the label does not always correspond to how the product behaves on human skin. Often they write on the label - "suitable for all skin types." At the same time, according to the reviews, it is clear that this product is not suitable for people with dry skin, they complain.

The fact is that manufacturers write the compositions and the main components of the funds, but their effect depends on the ratio in which the components are added to the composition. In addition, the skin of Koreans is different from ours - it is denser and more elastic. Hence, there may be some inconsistencies between the description and the result. All of this we identified and indicated on the price tags real information.

Clients write to us: "What is your honest Instagram"

We do not just sell - we advise carefully

As I said, I wanted to build a business where I would build long-term and pleasant relationships with clients as with friends. In the instructions for sellers in our first paragraph it is written: "The client is a friend, and you should not advise him what you would not advise a friend, just to sell at a higher price."

There is a wonderful book - "Korean Beauty Secrets" by Charlotte Cho. It tells about all the intricacies of care taken in Korea, it is in our stores, and sellers regularly use it in their work. We also sell this book - it is not only informative, but also interesting, autobiographical.

In general, Koreans have a rather complex system of care - it can have from 5 to 10 steps. We try to present this information in an accessible way and not frighten buyers. We explain that the main thing for us is to cleanse the skin, prepare it with a tonic for applying the cream and then spread it with the cream. And everything else is already additional. It already depends on the needs of the client. We select a mask for the night, a product for the skin around the eyes or under the main cream when there are problems.

We also started writing on Instagram about care and the features of the products: not only their advantages, but also disadvantages, if we know about them. Many clients wrote: "What an honest Instagram you have."

Gifts to customers and other promotions

We've got a trick - we give gifts regular customers... We have a ladder of success hanging in our stores. These are stepped shelves: on the first one there is a gift when buying from 500 rubles, then - from 1000 rubles, and so on up to 5000 rubles. The gifts are good. First, it's a sheet mask. And when buying for 5000, we give funds that retail at 1500 rubles. We buy them back from the supplier by shares. But the person is pleased.

This approach also increases the check. Our consultants say: "You don't have 100 rubles to get a better gift." And a person can dial not 100, but 500 rubles. This also happens.

Also, various actions began to be practiced. For two months, the offer worked well for us - a 30% discount on the third item in the check. Buyers almost always take a third remedy. We also have a special offer: buy a face cream - get a 30% discount on a tonic. This leads the person to use the complete set of care. For us, this is important not only because of sales, but also for the buyer to feel a change for the better.

For people who are afraid to try something, we offer funds for 100-200 rubles. These are product miniatures or masks. They are just for a few applications in order to understand whether a remedy is suitable or not. Sometimes we donate samples when we see that a person is interested.

Earn 30,000 rubles per week

There was an assignment on the Path of Dreams course that excited me greatly. It is called "From words to deeds", but in my mind I christened it "Make money or die." Its essence is to earn 30,000 rubles per week. Challenge yourself and fulfill.

At first I wondered what to do. Then I decided that we could test our unique selling proposition. Simply put - the "KOKOSA" chip, because of which customers trust us. We understand all the intricacies so thoroughly and in detail, analyze many points that we can confidently position ourselves as professionals in the selection of Korean cosmetics.

I wrote a post on Instagram: “Leave a request for the selection of a full-fledged Korean care for this winter. I will try to offer 3 options in 3 price categories in 3 hours! Then we will discuss - it will be possible to change something and choose your ideal set of Korean products. "

About 30 applications were received. I analyzed each in detail and answered all. As a result, we earned 27 thousand in two or three days. People ordered a consultation, and then came to the store and told the sellers what exactly they needed. Someone ordered delivery. Since then, we have been constantly writing on social networks that we advise.

We made a widget on VKontakte. A person enters our group and immediately sees a post offering a free consultation.

He presses the button "I want a consultation!" - and immediately a message window opens with the text: "Hello) If you have any questions, write to us."

Previously, we were simply asked whether there is a product or not, or which is better. And now they ask to choose the care depending on the skin or if there is any problem.

How we work out negativity

It seems to me that we work well with negativity. Cases are different.

• So, one girl bought a mega-popular "grout" for pores. It costs 1,300 rubles, which is quite a lot. And it works great for someone. And she posted a post that this is a terrible thing that is sold in our store. I wrote to her: “It’s a pity that it didn’t suit you. There are really controversial reviews on it. " It turned out that the girl had bought without consultation. We just talked with her, and that was enough. Later she even asked us for advice on care.

• Another girl bought a lightening face cream, which is often used in Korea. He instantly whitens the face, but the girl emphasized all the peeling on her face. She writes: “Nightmare! The consultant advised me. I asked for the coolest. " And we just did the testers. I answered her: “It’s a pity that it didn’t suit you. The cream is good. But we just need a tester for it. If you want, we will exchange it for another cream that suits you better. " The girl wrote: “Thank you, I will not change anything. I am just pleased that you answered me that way. "

• Recently, a girl writes to me on Instagram: “I bought a serum with vitamin C from you, and my whole skin burns from it. I want to use it and I don't know what to do. " I asked her if her skin was sensitive. It turned out that the girl did not tell the consultant about this. Then I asked what funds she still has. After her answer, she suggested: “Let’s not use this serum and another wash for at least two or three weeks - it is also aggressive. Most likely, your skin is still recovering after winter. Then you will slowly start using these funds in turn. "

We hire staff from our subscribers

We hired the first salespeople from our inner circle. Polina's mom and my best friend, who was my partner in my first business, work for us. She is the best consultant with us, her earnings per day are the largest. We even joke that she is a shaman somehow or that she sends a secret mailing on her shifts. This is how interesting life can turn. And Polina's mother is an accountant by education, and we recently gave her all our accounting stuff.

Although we are doing well, I do not recommend hiring people from your immediate circle. Relatives and friends can take such work lightly, there is no subordination. Disagreements may also arise, and the relationship will deteriorate.

When we opened the second store, we hired employees through our social networks. Fortunately, we now have 11,000 followers on Instagram. As soon as an ad is posted, a lot of resumes come at once - wonderful girls who buy cosmetics from us and love our store. It is important for us that the seller is imbued with our values, knows how to take care of himself, love our store, and not just come to work.

Polina and I try to keep the team energized, strive to work and develop. Just before March 8th, we expanded the team and invited everyone to the sushi bar. We talked, got to know each other, and Polina and I presented everyone with certificates for massage.

We also have a general chat on VKontakte. We write there about problems - someone inadequate came and ruined the mood. Or the girls boast - "sold for 8000 to one person." From this, its own atmosphere is formed, everyone is getting closer.

Hiring an assistant and how it solved our problems

In the Path of Dreams course, several lessons in a row had the same thought: Hire an assistant so as not to bury yourself in a routine. But Polina did not agree for a long time - the day before we took out a loan in order to significantly increase the range of goods.

I tried to prove to her: “If we hire an assistant, you won't make price tags for days, you will stand in traffic jams for two hours to pick up our huge orders. Development suffers greatly from this. And there is no personal time left. " In the end, Polina agreed, and we hired an assistant.

It was just in time. Polina had just gone to the mountains for 3 weeks, and at that time we found a shopping area. There was an urgent need to open a second store. And make it on a different level. As a result, it turned out to be much prettier than the first one. But I couldn't have done it without an assistant. I already worked for two weeks for 12-13 hours seven days a week. Plus, I was constantly in touch with Polina, and these chats on the phone and on the Internet also take a lot of time.

I allowed myself to earn more, not be ashamed of it and at the same time respect my man

Harmony and balance in life

In general, travel gives me energy. When there is no opportunity, you just need to go to nature with my man, take a walk with the dog. Or watch a movie, read a book. It helps to unwind when we ride his motorcycle with a loved one. I can book a spa for two at the hotel just to relax. Previously, I could not afford such a relaxing holiday.

There was a very good lesson about relationships in Path of Dreams. There Galia talked about her personal relationship. This topic has always interested me. And what Galia told me helped me to reconsider my views.

She wrote that she earns much more than her man. At the same time, he provides her and all her needs for food, housing. And she has her own whims, and she spends on them - travel, luxury apartment. In this case, a man remains a man.

I have a similar situation. I am already developing in business, and my man is just beginning his journey. There are financial difficulties. Previously, I could also offer to pay for a vacation somewhere, but I was uncomfortable, and I could have presented it differently. And now everything is harmonious. I allowed myself to earn more, not be ashamed of it and at the same time respect my man.

It used to be: "as if I will no longer find where to spend the money." And now you do it the way it is more comfortable, and not the way it is cheaper

It was on the “Path of Dreams” that everything fell apart on the shelves. Performing tasks step by step, you understand what is happening and why in your business. You begin to see how it should be. Understand your values ​​and make the right decisions. For example, we decided that we would never sell fakes - analogues of well-known brands, although there was such an opportunity that would bring good money due to the extra charge. But these are not our values. Money is important to us, but the benefits that our business brings to people is also important. The Dream Path helped to lay a strong foundation and build self-confidence.

All new knowledge was reflected in monetary terms in the most remarkable way. You have no idea how great it is to feel like you are taking a taxi instead of a bus, simply because it’s more convenient. And you park in paid parking lots instead of trying to find a free space in free parking lots in the middle of the day. It seems to be trifles, but before for me it was from the series "as if I no longer find where to spend money." And now you do it the way it is more comfortable, and not the way it is cheaper.

I don’t know when we will stop developing KOKOS. Polina is also a great workaholic and with the same principles. When we started, I had a little more experience in everything. Now we are practically on the same level in this regard. And it is very comfortable to work when you and your partner are at the same level of development and you have common goals.

The South Korean cosmetics business is generating good, stable income. Quality at the European level and affordable price make this type of goods especially in demand. The most popular cosmetic brands in Korea are:

1. Missha.
2. The Face Shop.
3. Skin Food.
4. Beyond.
5. Innisfree.
6. Tony Moly.
7. Hanskin.
8. Etude House.

For the purchase of Korean cosmetics in large and small wholesale, you can contact trusted South Korean companies RICH TRADING CO. or THE BEST CHOICE

Ways to buy cosmetics profitably in Korea

1. Popular brands of cosmetics can be purchased at brand stores that are found in every major Korean city. There are especially many of them in Seoul (metro station Gangnam, Myeongdong district, large shopping centers). It is better to buy cosmetics during the 3-day discount period, which are arranged quite often. This way you can save 20-50% on cost. Marketing techniques are often used: "Buy one product, then you will get the second one for free!" If a private person does not need two identical creams or hair foams at all, then a small business representative will be of great help.
2. The second way is wholesale purchases from the company. It will take a lot of effort here, but it will be worth it. The Koreans at the wholesale are good at reducing the price. In addition, all documents are drawn up for the export of goods abroad. However, becoming a brand dealer or distributor is not easy. To do this, you will need the services of a professional translator who will help draw up an appeal with information about the company-applicant for cooperation and will help negotiate if the Korean side is interested in it.
3. There is also a third method. You need to contact an intermediary. Often, advertisements for sale appear on the Internet. There is a danger of fraud here. We recommend using only trusted resources. On our site you can find not only intermediaries, translators, logisticians, but also the companies themselves in order to establish trade on an ongoing basis.
   Delivery from South Korea to Russia

The most popular and cost-effective in relation to cosmetic products are container shipping. Containers are most often transported according to multimodal schemes, providing for a combination of sea and land transport. The container is transported by sea to a Russian port or to a port of neighboring countries, after which it is delivered by car or train to the carrier's warehouse in Russia or to the specified addressee. If the volume of goods is small, they use groupage delivery. Sending scheme:

Assembling goods from different suppliers at the consolidation warehouse of the transport company.

Consolidation of several cargoes into one container.

Transportation of cargo to Russia.

Delivery to the warehouse of the transporter or to the specified address.

Those who are just starting a cosmetic business with partners from Korea should remember the peculiarities of Korean cosmetics. In many products, bleaching agents are added by Korean manufacturers. This is due to the fact that, in the view of Koreans, beauties and beauties are distinguished by snow-white skin. This idea of ​​beauty is not shared by all Russians, so the purchase of goods should be made taking into account the variety of assortments, but not all products should be with bleaches.

Previously, I often had the idea of ​​taking advantage of my shopaholic inclinations. I have already tried to collect people by the type of joint venture, I was frightened off by the small percentages of profit and large kilograms of things. Korean cosmetics also haunted me ...

By the way, I asked the seller a question - how do you sell probes if they are NOT FOR SALE? To which the seller told me that the samples are free, and I just pay for the shipment)

The package included a booklet with gratitude about the order and an invitation to the site. And then I got stuck)

Firstly, the ability to choose a price in dollars, and not only in Korean currency (experience with gmarket)

Third, there are 10 items of goods

Fourth, the availability of goods (mainly MIZON) with free shipping.

In this case, the item is marked with zero weight in the cart. That is, if you still have items from the usual categories in your cart, then the shipping cost will not change at all.

But, if the cart contains only FREE SHIPPING products, then the minimum packing fee will be charged:

Fifth, the choice of delivery (depending on weight, from 2-4 options). Shipping is by weight. It worked out for me (after the formation of the basket, I did not find a separate table with prices) $ 14 per kilogram, the total package was about 3 kg.

The weight of the item is indicated in the description. For example, a 50 ml cream can weigh more than 200 g! The packaging is probably glass)

One more point:
I ordered Mizon cream with my samples to a friend. When she opened the box, she didn't like the integrity of some sticker. I wrote to the site and attached a photo of the package. They asked to send a photo of the invoice from the parcel. In the end, I received a lengthy letter of apology from the director and the option of refunding or resending the cream. A friend chose money, and of course she still had the cream.

By the way, from the same seller on ebay, the cream is cheaper - $ 17.99 versus $ 18.15.

In general, the price starts at about 15.69:

Price in Russian stores higher:

Well, in general, I needed wholesale purchases, so I really liked the roseroseshop.com service. Despite the opaque shipping costs.

By the way, samples are sent as a gift:

What, exactly, about my attempt to get rich?

I bought hand cream, sheet masks, patch masks, testers and probes, 10 pieces each. Packaged in beautiful boxes. I came up with the name CUTEBAG (like, cute handbag). Made a description in Russian and a VK group.

But, as they say, either you sell to the wrong person, or you sell shitty, or you sell crap) I didn't manage to sell anything, but I provided my friends with gifts on NG and March 8)