We open a drogerie store. Drogerie: mastering new trading formats Who works in the Russian drogerie market

Drogerie store business plan summary

This project is a plan to create a private enterprise for organizing a business plan for a drogerie store in 24 months. First of all, let's list the key points of the process of creating a business plan for launching a drogerie store. First of all, the Idea of ​​the project arises, and the Goals of the project, such as:

1. Establishing an enterprise with high.
2. in a legal way, indicating legal address, passport data of the head and founder of the project, data on employees.
3. Satisfying consumer demand for filling the niche in the sale of household chemicals and consumer goods
4. Nature of the enterprise: enterprise for the sale of household chemicals and consumer goods
5. Providing opportunities and meeting consumer demand.
6. Search and conclusion of agreements with investors.
7. Project cost: 865,000 rubles
8. Financing of the project: Carried out by obtaining a commercial loan in the amount of 865,000 rubles.
9. To implement the project, the enterprise needs to take out a loan in the amount of rubles for 24 settlement months with a discount rate of 14%.
10. Payback period: 2 years.
11. The investor's income will be 55,592.82 rubles.
12. Loan interest payments begin from the first month of the project.
13. The repayment of borrowed funds begins from the first month of the project. This circumstance was introduced in this business plan to simplify understanding of the structure of calculating the flow of discounting and regulation. cash flow... The repayment of borrowed funds starts from the first month of the project. This circumstance is introduced in this business plan to simplify understanding of the structure of calculating the discounting flow and cash flow regulation.
14. The pledged interest rate on borrowed funds is 17.5%. It should be borne in mind that banks are currently revising the rate of interest for investment projects downward.
15. The total amount of accrued interest will be 55,592.82 rubles.
16. The payback period from the beginning of the project is 5 months.
17. The payback period, taking into account the discounting, is 2 years.
18. The total economic effect from the implementation of the project for a conditional life cycle is 46,461,031.52 rubles.

Drogerie store business plan project stages

Project stages	Execution conditions	Deadlines
Project start		1-2 years
	1 month project	1 -30 banking days
Getting a loan	Availability of the appropriate package of documents	30 calendar days
Entry into the state register, registration with administrative and tax authorities	Conclusion of an investment agreement	1-30 calendar days
Location selection and paperwork	Preliminary work	30 calendar days
Purchase of equipment	Conclusion of an investment agreement	1-30 calendar days
Equipment installation	Receiving investment funds	1-30 calendar days
Hiring	Production activity	1-30 calendar days
Training	End of the stage of organizing the production process	1-30 calendar days
Carrying out a marketing campaign	360 calendar days	1-360 calendar days
End of the project		12 - 24 months

On the video: How to make a business in household chemicals

Action algorithms prescribed in the business plan of the drogerie store

The business plan of the drogerie store contains the following algorithms for starting a business:

1. Methods and methods of analysis target audience, drawing up a portrait of an ideal client, his level of solvency.
2. Business registration with state supervisory and tax authorities.
3. Hiring qualified employees who are able to fulfill the wishes of the client and be ready to work. Hiring employees is also considered to be a cost item. Experts will occupy vacancies on a competitive basis, being employees of a general, service and temporary nature with a decent competitive salary. Applicants for positions will be considered within 30 calendar days.
4. Services provided by the company.

The relevance of opening a non-food store in your city

The drogerie format greatly reduces the time a customer spends on daily household purchases. The presence of a wide assortment grid allows you to buy everything you need in one store, and not visit 3 different markets.

The overall decline in sales in physical terms amounted to 2.5%, even taking into account the fact that the rise in prices was somewhat restrained from abrupt upward movements. The overall rise in prices over the past year was only 5%. This allowed the market to grow in monetary terms by 2.1%. Experts are in no hurry to make optimistic forecasts regarding the increase in the total number of consumption - the Russian consumer continues to adhere to the savings model of behavior. Sales of general purpose cleaning products rose 14.9% in volume and 20.2% in value. Experts note that Russians have, in a sense, reduced their spending on the purchase of home care products and household chemicals, as well as a number of cosmetics.

They began to spend 2.5 times less on cleaning and furniture care products. The modern consumer wants to save money and is looking for alternative means that allow them to be used for different purposes with the highest possible efficiency at the lowest cost.

Sales of such funds increased by 14.9% in physical terms and by 20.2% in monetary terms. The consumer is more willing to purchase universal laundry detergents than many different gels and powders for different types of laundry. Liquid gels are also becoming popular and are much more economical than laundry and cleaning powders.

On video: Household chemicals business

There are several ways to open your non-food retail business

1. From scratch (working out a business plan for a drogerie store, a strategy for developing and scaling a business, as well as financial and administrative responsibility in case of failure completely falls on the shoulders of a novice businessman)
2. Purchase ready business(it is necessary to carefully study the purchase / sale agreement and identify all the shortcomings of the business, you need legal advice and information on debts in the tax office)
3. By franchise. The concession agreement has a number of advantages and disadvantages, which also need to be carefully worked out. The main thing in this type of business is to be ready to strictly follow the instructions given by the franchisor (brand owner)

Franchise or startup?

Promotion of a startup from scratch		Acquisition of an existing business		Acquisition of a franchise on the terms of a concession agreement
Advantages	Flaws	Advantages	Flaws	Advantages	Flaws
Independent decision on the amount initial capital, cost allocation and choice of activity format	The choice of a suitable premises for a store is fraught with some difficulties; problems with landlords may arise: an unplanned increase in the rent rate or a unilateral termination of the contract after the premises have already been completed. renovation work and the necessary communications were carried out.	The time for starting a business is reduced: all the preparatory stages have already been passed, you just need to carefully read the documents of the business owner in order to identify pitfalls.	A ready-made business is sold most often because of its profitability or even unprofitableness. Before signing a sale and purchase agreement, you need to check the traffic of the target audience, the amount of the average check and the possibility of generating additional income through the implementation of your own unique strategic developments.	The franchisor will provide support at all stages of business development	The need to pay a lump-sum contribution (one-time payment) and royalties (monthly deductions). Quite a high threshold for entering the business.
Individual choice of store concept women's clothing selection of assortment, identification of the most profitable price system	Demand analysis data can be inaccurate, and this factor can negatively affect the profitable filling of the store with the required assortment. The need to monitor timely logistics and deliveries of new goods.	Sometimes you can buy a business with a ready-made set of equipment and repairs carried out on the premises.	When purchasing a ready-made business, be prepared to pay off debts - loans, taxes and other expenses of the former owner.	All business processes are fine-tuned, you will be provided with 24/7 support, you will have a ready customer base and a well-promoted brand with a loyal audience.	The need to strictly follow all the instructions of the franchisor and observe trade secrets. without the opportunity to try out their own ideas without prior agreement with the head office.
The ability to conduct a business model and work out business processes and strategies on their own, based on their own experience.	All business processes associated with registration, opening, promotion of a new business will have to be conducted independently, which is associated with a certain amount of risk.	The main business processes have already been debugged: the supplier base is ready, customer lists have been developed, the target audience has been determined, staffing table staff, ready documents related to the work of the business and its tax burden	The one who sells you a ready-made business is not always interested in the fact that his business already brings you income, and more often than not, he will not provide you with free assistance in the future.	At the start-up stage in your city, you will be assisted in the search and selection of premises, you will have access to a design project, streamlined business processes related to supplies, selection and training of personnel and much more according to the concession agreement	The franchisor retains the right to choose the assortment and suppliers.
It is possible to create a unique creative brand that can compete with those already existing on the Russian market, work under a personal sign, register your own trademark.	Business scaling occurs by the efforts of the businessman himself	The store already has a loyal target audience and some recognition within the city.	A store can have a negative reputation with customers, and this fact can often be difficult to correct.	Ready-made advertising materials, assistance in promotion, selling website, training franchisees in effective methods.	The franchisor will require activity reports, fulfillment of sales plans, and adherence to instructions specified in the concession agreement.

Features of drogerie marketing

• Shop area - 120-150 sq.m.
• Traffic - up to 300 people per day.
• More loyal target audience.
• Customer self-service.
• The zoning of the store is carried out according to the usual rules of merchandising, using racks and slides of different heights.

Drogerie (drogerie) Is the sales format non-food products general consumption. This includes household chemicals, beauty products, household goods, and over-the-counter medicines. Up to 20% of the retail space in Europe is occupied by consumer drugs and dietary supplements (biologically active additives that are not, in fact, drugs). Today, such a privilege in Russia can only be enjoyed by hypermarkets and, which, in addition, supplement their assortment with cosmetic preparations (both medicinal and decorative). In order to sell pharmaceutical products, the store needs special permits and a license. Abroad, drogeries account for up to 20% of non-food retail.

Premises

Usually, drogerie-format stores are distinguished by sustained interiors and functionality of the furnishings. The display of goods is also democratic. High turnover is achieved due to the assortment of FMCG products and favorable location. It is also worth paying special attention to the fact that the Drogerie assortment is stored under normal conditions, and this allows you to save on equipment and costs. trading floor... In retail, an advantageous store location is important. Walking distance to residential buildings is important here. Typically, the area of ​​such a store does not exceed 150 square meters. This is the usual standard for convenience stores.

The target audience

Almost one hundred percent turnover of the store is provided by regular customers who live near the outlet. The main target customers are women.

Drogerie store business plan: factors influencing demand

In order to get approval for a loan from a banking institution or conclude a lucrative contract with a private investor, you need to include in your business plan such an item as marketing research market - this will visually demonstrate the relevance of this type of activity in your city / region.

Video: Ethical household chemicals (not tested on animals)

What needs to be clarified?

You will need a business plan in any case, no matter which way of starting a business and its subsequent development you choose. First of all, you need to analyze the activities of direct and indirect competitors, the degree of their remoteness from your possible location of a non-food store, and also clarify the specifics of work (suppliers, pricing, target audience, loyalty programs, etc.)

Product range

The target audience, regardless of the degree of income, behaves more economically in drogerie-format stores, the population is tired of saving, but the economic situation in the country still leaves much to be desired, and most often it happens that the client refuses to purchase the necessary effective means in favor of cheaper.

A budding businessman should pay attention to relatively inexpensive domestic brands and brands that are just beginning to win the Russian market and consumer confidence. As a rule, such brands are not inferior in quality to foreign manufacturers and are much cheaper. Domestic manufacturers produce high-quality air fresheners (for the toilet room and for the whole house), means for cleaning blockages in pipes (metal-plastic and plastic), household bleach and toilet paper (paper towels, napkins).

Household chemicals occupy a significant segment in the range of super- and hypermarkets. The founders of the drogerie-format business emphasize that customers are ready to save money on cleaning and laundry products, but they are not yet willing to pay less for care and decorative cosmetics, as well as personal hygiene products and some over-the-counter medicines.

To increase the influx of customers, drogerie stores abroad are filled with bijouterie and textile products, as well as useful household items and pet food and accessories. This is convenient - these shops are usually located near nearby residential buildings, and a potential client does not need to work hard to quickly buy a light bulb, batteries or litter for a cat litter box. In Europe, drogerie also offers products for children, products for healthy lifestyle (as well as vegans and raw foodists).

Retail retail sales of cosmetics and general drogerie amounted to about 720,000,000 rubles over the past year. Factors of increasing and decreasing demand, directly and indirectly affecting demand and the general purchasing power of the population.

In the video: How to arrange supplies from wholesale suppliers

The decrease in the level of demand is due to

• Slow rates of recovery of the previous level of income of the population.
• Reducing the number of able-bodied population of the country.

Factors driving up demand

• General urbanization.
• An increase in the number of people living alone. According to the data, people who run a household on their own spend much more than households and have a high level of consumption.
• Enhancement salaries people employed in the public sector.
• Growth of Internet literacy of the population, an increase in the number of connections to subscriber networks.
• Heterogeneity Russian market by region.
• Import substitution. The loyalty of the Russian consumer to domestic products is growing.

Trends that influence consumer behavior of the target audience

1. Drogerie customers began to pay attention to product performance and value for money.
2. The client is ready to try new products and often trusts his personal experience than advertising.
3. The confidence in the concentrate product has increased, which is sufficient for more uses.
4. Consumers are ready to buy products intended for narrow-profile use.
5. New product forms (gels, capsules, innovative dosages)
6. Loyalty programs show good sales results.
7. Among middle-income, upper-middle-income and high-income consumers, sustainability of household goods and chemicals for home / personal care is important.

Advantages and disadvantages of this business segment

pros

1. Broad target audience.
2. Direct competition is relatively low.
3. Small size of start-up investments.

Minuses

1. Indirect competition is high.
2. The staff will have to deal with an extensive assortment and many headings.
3. There may be a product downtime that has not earned the desired popularity with the buyer.

It should be noted that today in some segments of the target audience there is an increased demand for environmentally friendly household chemicals and cosmetics, while there are worthy representatives of the production of domestic products at a good price. In addition, firms that provide professional cleaning services for private and corporate clients can also become your clients.

Over the past year, the drogerie market has shown an increase of 8.3%. Experts note that women are trying to save money on the purchase of cleaning products, but they are not yet ready to replace high-quality cosmetics with cheaper products.

At a time when people are saving money and cutting back on trips to large hypermarkets and hardware stores, new prospects are emerging for the development of drogerie stores. This type of retail appeared in Russia not so long ago. But experts predict good rates of expansion of drogerie networks in the regions: 20-30% growth in the number of points and turnovers in the coming years.

Drogerie is a European format of non-food convenience stores where, in addition to household chemicals, household goods, cosmetics and tights, you can buy OTC drugs and dietary supplements. Drogerie in the West is an excellent replacement for classic pharmacies, since the format of the institution is more friendly, it is more pleasant to go to it for medicines for coughs or mild colds than to a pharmacy, which is associated with more serious diseases. In European countries, the number of drogeries is comparable to the number of classic convenience stores. In Germany, the retail format "drogerie" has more than 9 thousand units. In the UK, Boots alone owns over 1,400 drogerie stores.

“The format for Russia is quite young. Podruzhka entered the market in 2005, Magnit Cosmetic in 2010. Each of the trade formats in Russia has its own target audience. The latest survey of Nielsen buying sentiment showed that 78% of Russian shoppers enjoy shopping and perceive the trip as a pleasant leisure. Interestingly, Russian shoppers are willingly willing to pay more for the benefits of drogerie, "says Firuza Kozhageldina, Group Leader for Companies non-food market Nielsen Russia.

According to Euromonitor International, the volume of the Russian drogerie market in 2013 was estimated at 59.8 billion rubles, in 2014 - at 65.7 billion, the forecast for 2015 is 70 billion rubles. According to the consumer society "Drogeri - Soyuz", the average check in stores is 250-500 rubles, the average daily traffic is 250-450 people. “The range in drogerie is wider than in a standard convenience store. I think if the neighborhood food and drogerie are in relatively close proximity and serve the same area, then there is likely to be a splitting of the range, and grocery stores either they will abandon household goods altogether and expand the product line, or they will reduce to a minimum the representation of such goods on their shelves, - says Ksenia Grevtsova, head of the department for development of retailers "MAGAZIN MAGAZINOV". “The Drogerie is a convenience store. In order to survive and earn money, they will have to keep democratic prices for some groups of goods with a minimum margin. "

The main advantage of this format is its convenient location and wide assortment. 90% of drogerie buyers are women. “The audience of drogerie in Russia is completely different. There are“ hard discounters ”like“ Ruble Boom ”, which are focused on the lowest prices and the low-income category of citizens. There are“ Spectrum ”stores, which, after reconstruction, are able to outshine any cosmetic operator in fashion. average trend, then drogeries are not shops for the poor, - says Dmitry Kalachev, director of TD Vprok. - In my opinion, the bulk of the profit is generated by "beauty" (cosmetics, skin care products, hair care products) and household goods (cleaning, kitchen, shoe care products) that sell well and have good extra charge ".

There are prerequisites for further growth of the drogerie format, and experts are observing the growth of the segment. Regional players see no other way besides extensive growth. They pursue a very balanced financial policy, as a rule, they have low debt levels, which hinders expansion. "Regional chains, firstly, cannot afford to have a large share of unprofitable stores (as a rule, new stores bring losses in the first year), and secondly, they have already gone through several crises and remember well how banks can close lending overnight and quit a company in a difficult financial situation... At the same time, there are still whole regions where there are no significant network players, so there will be growth, and most likely it will be measured by a double-digit figure (20-30%) both in the number of points and in turnover, "says Dmitry Kalachev.

According to Vladimir Kukushkin, general director network of perfumery and cosmetics stores "BEAUTY MARKET", the capacity of the drogerie market in Russia is 12-15 thousand stores. By the way, the format is constantly being transformed, and now many chains are turning into beauty - cosmetics, tights, goods that are difficult to sell in grocery retail, are reducing the share of household chemicals, which just flows into hypermarkets. Drogeries began to select customers from the classic perfume-cosmetics format, selling cosmetics and perfumes in the high-price segment with a 40-60% mark-up, which is significantly lower than that of large cosmetic retailers.

Photo: RG / Anton Petepletchikov / Inna Zubareva

The main factor that distinguishes Russian drogeries from European ones is pharmaceutical products. Nevertheless, there are already attempts to sell in our drogerie supplements and parapharmaceuticals. "We are not talking about medicines which are sold exclusively in pharmacies. In terms of assortment, the stakes are made on herbal teas, fortifying agents, as well as cosmetics for body and face care, which are traditionally in demand in retail. In our opinion, this is a new and rather promising format for the domestic market. And in terms of pharmaceutical products, he has every chance to compete with pharmacies for a consumer, especially in remote regions where the availability of pharmacies is low. After all, it is much easier to open drogeries than pharmacies - you do not need to obtain licenses for this, there are no strict requirements for premises, etc. ", says Natalia Prokopyeva, Chairman of the Board of Directors of Evalar (signed a direct contract with the Magnit chain) ...

According to Roman Ivanov, CEO of R&D Pharma, sooner or later the legislation will change in Russia and classic drogeries will become possible: “First of all, a change in the mentality and capabilities of the target audience of such stores will be required. As you know, these are middle-level housewives. This category of society cares about how to feed its household members. Currently, there is a steady decline in sales of parapharmaceuticals and cosmeceuticals in pharmacies. This is due to the crisis in macro- and microeconomics. I do not believe that against this background drogeries will gain popularity in Russia. "

So far, the drogerie themselves adhere to this point of view. “I believe that in Russia it’s more likely not a matter of legislative obstacles, but of the habit of buying and trust in the format. I know that one of the Moscow chains tried to sell pharmacy departments on their premises, but sales didn’t come out. I don’t see any prerequisites either. for such a scenario ", - sums up Vladimir Kukushkin.

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On tip mamasha_muller
One of the formats of adjoining shops.
Today (despite the fact that it is Friday), I am opening a series of articles dedicated to drogerie - one of the most common formats of retail stores. In the first article, we will look at general issues and look at Western examples of such networks. Later - analytics of all major Ukrainian networks and interesting small operators.

Drogerie is a small store of 100-250 m2, which sells perfumery and cosmetic, hygiene, household goods, household chemicals, and a limited range of food products. In some countries, drogeries also sell over-the-counter drugs.
TO The number of such stores in European countries is comparable to the number of classic “grocery” discounters. For example, there are more than 9000 of them on the German market. This network format quite naturally arose as the niche of grocery stores (discounters and supermarkets) was filled. It happened in the 70s of the last century (not so long ago!).

The store format is remarkable, first of all, because the costs of organizing and operating a retail outlet are very low. Drogerie have high rates turnover per 1m2 of retail space. In addition, the costs of setting up and operating such enterprises are significantly lower than in grocery stores.

Where does the savings come from?

First, from the initial investment. Almost 100% of the entire range of Drogerie does not require special conditions storage. This means that there are no specialized refrigerating and freezing chambers - separate for meat, fish, dairy products, fruits and vegetables, etc. There are no medium-temperature slides in the hall for laying out the same fruits and vegetables, yoghurts, and gastronomy. There are no expensive low temperature baths. There is no need to install remote units or arrange a high-performance air conditioning system in the hall.
Secondly, simple logistics. The absence of perishable products in the assortment makes it possible to supply at a shorter frequency, efficiently load vehicles, etc. And the fact that all products have terms of sale in months (and years) reduces losses from the write-off of "expired" goods.
Thirdly, electricity consumption is mainly determined by the need for lighting the sales area (as you know, for a grocery store, on the contrary, the most critical is the total capacity of the units refrigeration equipment). In some cases, the electricity limit will simply not allow the use of the premises as a grocery store. And under Drogerie it's easy.

Top 10 drogerie chain stores Maria Tirskaya 2019-09-04 http: //site/upload/resize_cache/iblock/aba/2560_1200_1/abaeda7fffdf294c80cca0f9da0c4d22.jpg

The Russian drogerie market is dominated by the largest player - the Magnit Cosmetic chain, which has 5.2 thousand stores. That's more than all the other top 10 companies combined. MarketMedia has prepared a rating of the largest Russian drogerie chain stores.

Leadership of "Magnit Cosmetic" is undoubted, and the gap is constantly growing. Since the beginning of the year, the chain has opened 733 new outlets, which is comparable to the total number of stores at its closest competitor, the Smile Rainbow chain. Experts predict that the trend towards market consolidation will continue over the next 2-3 years.

According to M.A. Research, by the beginning of 2019, there were 276 drogerie chains operating in Russia - stores specializing in the sale of household chemicals, household goods, cosmetics and similar formats. Perfume and cosmetic chains and drogerie chains own more than 19.5 thousand stores. For 3 years total chain stores increased from 9.6 thousand more than 2 times.

Aggressive growth
The main growth in outlets was provided by the undisputed market leader - Magnit Cosmetic. In terms of the number of stores, it is 6.5 times ahead of its closest competitor, the Smile Rainbow chain. The retailer plans to expand the Magnit Cosmetic chain to 9.3 thousand points by 2023. Magnit Cosmetic is a successful and promising format that consistently shows high results. So, in the first half of 2019, LFL sales grew by 3.6%. The development strategy for these stores does not change. The company continues to improve the format, adding new services and an interesting assortment, including its own brands, ”the press service of the Magnit chain said. For small local area networks active expansion of Magnit Cosmetic and entering new regions means a redistribution of the market. It is difficult for them to compete with the largest Russian chain in terms of prices and assortment.

Magnit does not single out priority regions for drogerie: the retail chain is focused on competent opening of objects in different locations, the right combination of formats in the subjects to achieve synergy between outlets. For example, along with the launch of stores near the house, Magnit Cosmetic stores are opening under one roof to meet the variety of customer needs, ”the company emphasizes.

According to Drogerie Soyuz (it unites more than 10 regional networks), the average check in stores is 250-500 rubles, the average daily traffic is 250-450 people. Drogerie assortment numbers from 9 thousand to 15 thousand SKU, the share of perfumery and cosmetic products varies from 40 to 55% of the assortment.

Gone with debts
An attempt to keep up with the leader, the active development of the network at the expense of borrowed funds can lead to the collapse of the business. Closing shops and leaving the market of large players has become a pronounced trend this year. The most striking example: at the beginning of 2019, the shops of the Sangi Style chain were closed, the main owner of which was Dmitry Shcherbakov, an entrepreneur from Krasnodar. The company left in an ugly way - with debts to creditors, suppliers and even salaries to employees. Hundreds of claims against the company are registered in the filing cabinet of the arbitration court; in April this year, Sberbank initiated the bankruptcy of the company. As a result, more than 800 stores in 17 regions of the country were closed, and 20 thousand people lost their jobs. However, former employees“Sangi Style” writes in social networks that in place of the closed stores, new ones began to open under a different name, but with a similar assortment: “In Mineralnye Vody there is a store called "Crystal" called (before there was Sangi) I went there for the sake of interest, so there is a cash register and goods and racks of Sangi Stilovskie stand, that's okay, but there are even small packages of "Sangi Style", - said in one of these messages ( the spelling and punctuation of the author are preserved. - Ed.). But it is unlikely that Sangi Style will get to the resumption of the previous scale of business.

In addition, in June it became known about the problems of the Moskhoztorg network, due to lease arrears, a bankruptcy claim was filed in the company. Moskhoztorg has been actively developing since 2015, opening dozens of new outlets in the capital. Due to financial problems, the company began to close stores last year, as a result, the network was almost halved, to 36 points.

Competition with the Internet
Another trend is the rapid development of e-commerce and the outflow of some buyers from traditional stores. Sales of cosmetics and perfumes are growing on Russian marketplaces. In the first half of 2019, sales of beauty products on Wildberries increased by 158% compared to the same period last year, on Ozon in the first half of the year, sales increased by 250%. A large assortment of brands not represented in retail, constant discounts and promotions, as well as the expansion of the network of points of issue of orders help customers to spend money in online stores, and not in regular retail. To be in trend, their own online stores are developing federal networks "Smile Rainbow", "Podruzhka", as well as networks in the regions.

According to Euromonitor International, the volume of the Russian perfumery and cosmetics market in 2018 amounted to about 555 billion rubles, or $ 8.8 billion.Russia ranks 11th in the world by this indicator with a share of 2%. “Nevertheless, unlike many other retail segments, the perfumery and cosmetics market is showing fairly stable growth, and, most likely, by the end of this year we will see an increase in volumes by a little less than 4%, and in 2020 - by about 5%. At least if force majeure does not happen, which can significantly affect the purchasing power of the population, ”predicts the analyst of the FINAM Group of Companies Alexey Korenev. He notes that no noticeable changes have been observed in the structure of the segment itself for at least the last 5 years: the mass market occupies about 81%, the luxury market - the remaining 19%. At the same time, face care products occupy about 19% of the market, perfumes - about 18%, decorative cosmetics - 15%, hair care products - 11%, shower products - 9%, body care products, shaving products and deodorants - about 5% each, etc. Moreover, the structure of demand practically does not change from year to year.

“As for the emerging trend towards market consolidation, this phenomenon is typical for all retail, and drogerie is no exception. Transnational and federal players are actively expanding into regions, absorbing local players and increasing their market share. And this process will continue for the foreseeable future. At the same time, to a certain extent, the dynamics of sales and consumer preferences can be influenced by the situation with the real disposable income of the population, which has been decreasing for the sixth year in a row. So it will not be surprising that in the event of deepening negative trends in the country's economy, we will see not only a decrease in the growth rates of this industry, but also a noticeable shift in consumer priorities to the economy segment, ”sums up Alexey Korenev.

Maria Mironovskaya Sales Director of the Smile Rainbow chain of stores

The growing share of marketplaces has not yet affected our sales figures. Apparently, sales spilled over to Internet players from other channels: hypermarkets, “specialist” stores in care and perfume, impulse purchases in malls. Nevertheless, e-commerce leaders have a huge impact on our business. From them, we adopt the best practices of online commerce for our online store and mobile application. To remain the preferred drogerie chain, we must offer the most seamless, seamless omnichannel shopping experience, which is what we strive for. Omnichannel digital transformation for maximum customer convenience is exactly what we are focusing on right now. And our obvious "piano in the bush" for convenient Internet logistics is a network of 800 physical stores in four federal districts, which we also use as pick-up points. The buyer very quickly masters the opportunity to order the goods "as they please" and receive them wherever it is convenient. We believe that the future belongs to the most convenient partner ecosystems. The modern buyer wants to select, order, pay and receive the desired product without any problems and as quickly as possible, without being distracted from the really important matters and priorities. Ideally, let the system guess correctly which order to deliver. We strive to fit into this trend. Therefore, already now in the "Rainbow Smile" you can make an order even through mobile app in the phone and receive it in a store, at a partner pickup point, or with delivery. We are also developing subscriptions and plans to facilitate the routine monthly purchase of care products.

We expect the most global changes in the ranking of internet and omni players in Russia. In our country, the shares of the Internet market of the largest players are the least consolidated, if we compare at least with China, at least with the countries of the West. There is a race for leadership positions. Of physical federal networks the winners will be those who best adapt to their omnichannel role, including as part of the last mile logistics chain. In this regard, our "huge distances", fragmentation and high cost of logistics give traditional physical networks a chance to play important roles. As for small players, they always have a place in the market if they are niche. That is, they offer something unique, covering a valuable need, but not suitable for scaling to giants.

The economic situation is difficult. Consumer behavior across all product groups of mass demand demonstrates economic trends: a reduction in the number of items in a check, an increase in the share of promotions in revenue, a switch to more economical brands. Even a reduction in physical volumes of consumption. In such conditions, it is difficult to talk about the growth of the market in absolute figures... Rather, in the process of competing for an increasingly rational and demanding customer, the most adapted retailers will win, and the customer will get more for the same money.

Top 10 drogerie chains in Russia by number of stores

1. "Magnet Cosmetic" - 5187
The first Magnit Cosmetic store was opened at the end of 2010; one of the Russian leaders in FMSG-trade began the development of a new drogerie format from his home region, Krasnodar. At the end of 2018, the revenue of Magnit Cosmetic reached 91.6 billion rubles (+ 16% compared to the previous year), which made it possible to take the first place in Russia in terms of sales of cosmetics and perfumery. As of the end of the second quarter of 2019, the Magnit Cosmetic chain has 5187 stores.

2. "Smile of the Rainbow" - 799
The network was founded in 2000 in St. Petersburg. 51% belongs to August Meyer and Dmitry Kostygin, 49% belongs to the founders, the main share of which belongs to Andrey Trubitsin. In 2017, the St. Petersburg network merged with the Kazan "Alpari", which at that time had 270 points. Today there are 799 stores operating under the Smile Rainbow brand with a total sales area of ​​over 100 thousand m 2.

3. "Ruble Boom" - 605
The group of companies "Ruble Bum" was founded in 1993, started with wholesale trade... First retail store was opened in the Saratov region in 2001, initially worked under the name "Your penny", rebranding was carried out in 2006, the network was renamed "Ruble Boom". In 2009 we launched our own network of pharmacies 1b. Now the network has more than 600 points in 16 regions of Russia, in the Volga and Central federal districts. Belongs to Boris Bakhtin.

4. Novex - 270
Victor Filipchuk founded the NOVEX company in Barnaul in 1990. From wholesales they switched to retail development in 2000. Since 2012, they began to develop a branch network, first in the Altai Territory, then outside it. Now NOVEX has 270 stores in seven regions of Siberia, including the Krasnoyarsk Territory and Khakassia.

5. "Seven Days" - 250
The first store of the Sem Days chain was opened in 2002. Now it is one of the largest retail chains in the drogerie format of the Central Black Earth Region. The network unites 250 stores in Voronezh, Lipetsk, Kursk, Belgorod, Stary Oskol and adjacent areas. Launched in Voronezh in 2018 own production household chemicals under the Fresh Week brand. The main beneficiary of the company is Alexander Nelyubov.

6. "Girlfriend" - 237
The first Podruzhka store was opened in 2005. The development of the network began in Moscow and the Moscow region. We went outside the region in 2013, opening the first store in St. Petersburg. The chain stores are represented in the Leningrad region, Ryazan, Yaroslavl. In the spring of this year, they opened in the south of Russia, in Rostov-on-Don. Now the network has 237 stores. The main shareholder of the company is Tatiana Tarasova (80%), 10% each by Dmitry Tamurka and Pavel Smirnov.

7. "Fortune" - 198
The Fortuna company was founded in 1996 in Penza and currently includes almost 200 stores in 11 regions of the country. Belongs to Vladimir Zarechnev.

8. "Perfume-Leader" - 148
The company "Perfume-Leader" was founded in Omsk in 2004, four years later they began to develop the neighboring regions. Now a network of 148 stores is represented in 58 cities of Russia. Co-owners of the company: Andrey Korovin, Sergey Kostrik and Vyacheslav Ilyasov.

9. "Seven + I" - 132
Vitaly Nemenov and Viktor Molchanov opened the first retail store "Sem + Ya" in 2005 in Samara. For several years, the company has almost completely occupied the drogerie segment in its region and expanded into neighboring regions. Today "Sem + Ya" has more than 100 stores in Samara, Ulyanovsk, Orenburg regions, Tatarstan and Bashkortostan. Vitaly Nemenov is the chairman of the board of the Drogeri Soyuz consumer association, created by the Russian regional drogerie chains.

10. "For the future" - 104
The first “Vprok” store was opened in 1999 in Tatarstan. More than half of the stores of this chain are located in the city of Naberezhnye Chelny, outlets are also represented in Kazan, Almetyevsk, Elabuga, Zainsk and Yekaterinburg, more than a hundred stores in total. Among the co-owners of "Trade House" VPROK "are Robert Bagdalov, Alexey Vidyakin, Dmitry Kalachev, Pavel Shadrin and Ramilya Romanovskaya.

When looking for a free niche for retail business, you should consider a store option such as drogerie. To use it, you need capital equal to about 550,000 rubles, while the profit will be about 200,000. Drogerie is a new format that is not yet very actively used in trade in Russia. However, in European countries, this idea is very relevant and quite developed.

This article will analyze in detail the concept of drogerie, its significant nuances and key points, valuable recommendations for the implementation of such a format, possible difficulties on the way and ways to overcome them.

The term drogerie is usually understood as a special category of stores that specialize in the sale of goods that do not need special storage. Speaking about the assortment, we will talk about household chemicals, cosmetic products, some medicines that do not require a doctor's prescription. This store format deals with goods, the distinctive quality of which is the high frequency of sale.

Considering the main signs of drogerie, special attention should be paid to:

1. Products of low price categories;
2. lack of perishable products;
3. goods designed for mass consumption;
4. fast-moving goods;
5. selling products that buyers already know due to frequent advertising. However, the stores themselves contain virtually no advertisements;
6. walking distance. As for, this includes the category of people living next to the store itself;
7. an area equal to approximately 100-140 square meters. This factor is the standard for this type of retail outlet;
8. the current self-service format.

All of these features help drogeries differ from conventional hardware stores. As for the main positive aspects, the most important of them is the presence of an impressive turnover per 1 square meter of area. At the same time, the markup for products is quite small.

Now drogeries can be seen only in some large cities, in others they remain unknown. If you start implementing this type of business right now, then with a competent approach, this will lead to a stable income.

Blitz interview with gene. director of the drogerie network "Seven + I":

Instructions for opening a store in drogerie format

The appearance of the first drogeries was recorded in Germany. This event was driven by the development of supermarkets and other food outlets in the 1970s. At that time, German entrepreneurs were developing a special scheme for involving small shops with fast-selling goods. The main requirement was the absence special conditions storage.

As for other European countries, there this project was accepted positively, at present it continues to be actively used and developed. The popularity of this phenomenon is not influenced even by the fact of a noticeable resemblance to an ordinary supermarket. However, there are some nuances here.

Drogeries are often more cost effective, but the availability of the products on offer also plays a role. People will not drive half an hour around the city to buy a cleaning agent in one of the supermarkets. The most convenient option in this case is the presence small shop near the house.

Thus, the most important advantage of this format is its advantageous location. The turnover of such a store mainly includes goods that were purchased regular customers living nearby.

Germany now boasts the existence of about 10,000 drogeries. Concerning Russian Federation, here at the time of 2017, there were approximately 97 functioning retail outlets. This fact testifies to the great potential of the project. Many analysts believe that our state is in dire need of this kind of stores due to the shortage situation.

The level of competition in this area is very low, this is due to the non-prevalence of the format. Now the main competitors of drogerie are supermarkets, hypermarkets, etc. There is practically no internal competition.

The demand for the drogerie format in European countries is not accidental. And although this niche is free in Russia, there are some negative aspects of the phenomenon that an entrepreneur may face in the process of business development.

Positive and negative sides

As for the positive aspects, attention should be paid here:

• large target audience;
• low level of direct competition;
• small format of start-up investments;
• low costs in the workflow;
• winning over consumers thanks to its proximity and attractive prices.

When talking about negative qualities, it is imperative to consider:

• High competition with the category of stores with a related format;
• A large number of goods, because of this, special control and attention is required.
• Small mark-up on products. If the turnover is characterized by low indicators, then this indicates its unprofitability.

However, drogeries still have more positive sides rather than negative. They are notable for walking distance and low cost offer. Entrepreneurs very often manage to save on various things. For example, there is no need to create any special conditions for storing products.

Also, the transportation process itself is quite simple, it does not need to be carried out as often as stores with food products... Products have a long or no shelf life. The implementation period can be up to several months or a year. There are no situations of expired goods, so there is no loss either.

Material loss is very unlikely. As for the purchase of special equipment, here it is enough to acquire the simplest set: various racks, stands, showcases. There is no need to purchase any complex machinery and expensive equipment.

It is very often possible to obtain pieces of furniture in good condition "from hand", this is another tip for additional reduction of the forthcoming expenses.

Key points of assortment formation

As for the drogerie assortment, it is mainly characterized by goods that have a long shelf life. Speaking about the categories of such goods, special attention should be paid to:

• households goods and household chemicals;
• cosmetics and perfumery;
• personal hygiene products;
• drugs sold without the need for a doctor's prescription;
• products that are included in the seasonal and promotional assortment.

European stores are full of products such as dietary supplements, and they are also very popular. drugs... However, Russia differs in different statistics. The reason for this is the need to have the appropriate license for implementation.

What is special about drogerie? Photo: pexels.com

Most entrepreneurs do not like paperwork, so they prefer not to take drugs into account when composing their assortment. As for the assortment of drogerie, it can be adjusted to match Russian nuances. As for household chemicals, the domestic market is in dire need of it, people abroad prefer to use services.

Speaking about the term itself, the dictionary unit "drogerie" is the name of a pharmacy store. However, the realities of our trading process do not allow the free implementation of drugs. Therefore, entrepreneurs fill stands with other goods, they deliberately do not waste time on the legalization of medicinal products.

Interaction with the supplier

As for the supplier himself, for him a client dealing with the drogerie format is considered an inconvenient customer. This is due to the fact that the purchase takes place in accordance with the most popular positions.

There are also cases when drogerie operators do not choose new products for sale, because it is more profitable for them to take only promoted goods. This causes high level purchases of such a client. Suppliers do not consider it beneficial to cooperate with a small and rather problematic customer.

Therefore, entrepreneurs involved in this format are trying in every possible way to find a solution to this problem in order to ensure regular purchases. For example, this is due to the creation of a special alliance called "Drogerie Union". It includes some of the largest drogerie networks.

The reason for the creation was the increase in the value of products by suppliers. However, pooled purchasing allows them to work together to get a better price. It is also possible to find a regional partner and offer mutually beneficial cooperation.

Another option is to find some small supplier dealing with separate categories goods. They are more loyal and very often make concessions, accepting the totality of the entrepreneur's requirements.

An important feature is that the shopping process must meet the needs of customers as much as possible. This can be done if the store contains a full range of goods, about 94%. For the availability of all commodity items, it is necessary to engage in careful thought over the logistics and supply system.

The use of small suppliers will help in setting up the process. In conclusion, it can be added that if you want to open a store like drogerie you will have to devote time to analytics, planning systems and personal marketing.

To fill the sales area, which is about a hundred square meters, with products, you need to purchase at least 220,000 rubles. A competent calculation of the volume of future purchases plays a huge role. The shelves should not be completely filled with goods, you need to maintain a balance.

However, a half-empty stand can also lead a potential buyer to think about a small assortment. With an overabundance of products, buyers do not want to waste time resources and efforts to find the necessary things.

Location and search for a suitable premises for a retail outlet

The main purpose of drogerie shops is considered to be residents of high-rise buildings and private houses, which are located at least 500 meters from them. The best search solution suitable places sleeping areas will become. They are characterized by a lower rental cost, in contrast to the center of the settlement. This fact is a very significant positive aspect of this format.

Considering the totality of the main requirements for point of sale, special attention should be paid to:

• location on the first floors of multi-storey buildings, there must also be a separate exit to the street, its front part.
• squares retail space, which will be at least 100-150 square meters;
• good lighting;
• a good visualization of the room is desirable: display windows, ceilings that are at least three meters high, an open plan that allows you to use the space to the maximum.

As for the cost of renting such premises, it is usually about 50,000 rubles. The price differs depending on the locality. The indicator presented is very generalized. Another important nuance- this is the presence of a separate exit to the street, so that it is convenient to load products into a mini-warehouse.

Registration process

To practice retail Drogerie store does not need any special permits. To open a store, it is very important to collect a package of documentation, as well as the presence of a sanitary and epidemiological conclusion issued by Rospotrebnadzor, a permit granted by the fire inspection, regulatory documents for the store.

To lead commercial activities it is necessary to go through the registration process as an individual entrepreneur, it is worth choosing a simplified taxation system. We will also have to deal with the transfer of all insurance premiums for working personnel in the future.

Nuances in the design and functioning of drogerie

The theme of designing a store like drogerie is characterized by its own specificity, the assortment itself is of great importance. In order to correctly arrange small rooms, it is worth giving preference to racks and island racks that have trade elements. Appearance will not differ much from standard supermarkets.

It should not be forgotten that this type of store is distinguished by a small investment in the design of the interior and exterior. Simplicity is the most the best solution... The formation of a sales area takes place in the same way as in supermarkets.

Since the sales areas themselves are not very large, it is possible to place high shelves near the walls, the central part should be lined with island shelves.

It is also worth noting the existence of companies that sell equipment for trading in drogerie stores. There you can not only buy items such as standard shelving, but also order the design of a sales area. At the same time, they themselves will calculate in what volume it is better to purchase trade equipment.

The cost of one wall rack will be about 8 thousand rubles, island racks are about 9,000 rubles each. The area determines the amount of costs for the formation of sales areas. Having bought racks, you also need to acquire a cash register, a POS system for a cash register and other equipment.

How to open such a store?

Since drogerie is considered a self-service store, it should be stocked with shopping carts or baskets in sufficient quantities. People should be able to shop normally even during peak traffic times.

Often, entrepreneurs prefer standard baskets that hold about 20 liters. For the purchase of all equipment, you will have to allocate about 270-300,000 rubles.

The goods must be placed on the shelves in accordance with the principles of merchandising. The collection of the most requested items should be placed away from cash registers... People tend to make impulse purchases. It is best to place promotional or seasonal goods near the checkout.

Speaking about the working personnel, it should be noted that the store is serviced by several people - the manager of the sales area and three sales clerks. They work in accordance with the shift, replace each other, some are responsible for cash registers, while others advise visitors.

Target audience portrait

As far as the topic of the target audience is concerned, it is characterized to a greater extent by residents of nearby houses. Most of the clients are female. They are most often engaged in conducting household, and their approximate age ranges from 26-45 years. Consumers are more loyal than the audience of a large supermarket.

What formats are used by Dixie, Pyaterochka:

Application of advertising

In this case, advertising is also the engine of the trading process, so its use is highly recommended. Considering the most effective types of advertising in this case, you should pay special attention to:

• outdoor advertising (bright signboard, posters with announcements of promotions);
• placing ads in elevators;
• leaflets and coupons in the mailbox.

There are curious people who will come to you on the first day of the opening with their acquaintances, and then information about the opening will spread throughout the area. For additional stimulation of customers, it is necessary to arrange sales and bonus programs, motivating people with favorable terms.

Conclusion

For such a business to become successful, it is very important to determine a favorable location. Sleeping areas work best. In general, the creation of such a business involves a relatively small investment that will pay off in a very short time frame. It is important to correctly assess your capabilities and future development prospects.