Beauty Retail Business Model Based On Customer Journey Analysis Innovation Research

In the face of fierce market competition,the vigorous development of the Internet and the continuous emergence of high and new technologies,the government actively promotes the transformation of physical retail to omni-channel new retail,and the traditional retail business gradually changes and innovates to the mode of online and offline integration.With the change of consumer groups and consumers’ consumption concepts,appearance level economy emerges at the historic moment.As an important carrier of appearance level economy,beauty makeup market has huge market potential.Traditional retail cosmetics is faced with serious homogeneity,fierce competition brought by diversified channels,high cost of acquiring new customers,difficult to maintain old customers,declining customer satisfaction,declining performance,lack of lasting core competitiveness and other problems.The traditional business model of beauty makeup restricts the long-term development of traditional retail business and is greatly impacted.As a traditional retail department store,G group,in the face of fierce market competition and changes in the business environment,began to evolve into landmark businesses such as fashion,social and art,and expanded the boundless retail business to carry out the transformation of omni-channel new retail.This paper takes G Group cosmetics department as an example for research.Journey to the customer,customer experience,scene,business models,such as theoretical basis,through literature analysis,case analysis,market research,customer journey for beauty makeup the consumption experience for the empirical analysis,found that customer journey management defects of G group,and aims at these pain points and defects,form beauty makeup customers to buy the journey management plan,To provide customers with the pursuit of high quality fashion aesthetic intelligent life service platform,so as to improve service quality,improve customer experience,enhance customer satisfaction.The research on the customer journey of beauty retail provides an empirical theoretical basis for business model innovation,based on which the outline of the new business model of beauty retail is conceived.Through customer value proposition,customer problem solution,profit source,internal operation system and external cooperation network,the outline of a new beauty retail business model facing the whole journey aesthetic life ecosystem is explored.Based on the actual needs of customers,it will help G Group to transform its beauty retail,improve its core competitiveness and sustainable development,and provide good guidance for the development of beauty retail.