Gathers the beautiful product and the music bee net the saliva war to be difficult to end

Fermentation has one months of domestic beauty makeup Electric Dealer "The number One" competition-poly beautiful products and Le Bee network of words war is becoming somewhat difficult to end. With a high-profile release of the 2013 cosmetics industry white paper, claiming that "the counter price of 70 percent is online cosmetics authentic bottom line" after the 34 percent sales of international brand beauty makeup products seems to have been hit the "Life Gate."

Reporter March 20 landed poly Beauty products website found that, such as foreign well-known Japanese enterprises under the group of Clinique, Lauder and other brand products to the original price of 30 percent-60 percent sales of the situation is not uncommon. On the same day, the reporter also from Lauder China confirmed that the company is not at present with the United States excellent product cooperation, the electric dealer's website sales are illegal distribution, product authenticity is difficult to judge.

The Battle of a brother

"The war of words may have the risk of brand loss, but overall it is more beneficial than harm"

This music bee nets and the United States excellent products make the full of the reason, it is the market share of both sides increasingly white-hot competition.

According to the "China Cosmetics Business Competitiveness Analysis" published by the Analysys think-tank, the report shows: in December 2012 and January 2013, the number of independent visitors to the United States and the Lok Bee Network ranked first two seats, about the market for the third day Skynet three times times, the advantage is more obvious.

"Poly beautiful products and Le Bee network itself has made the competition between the two sides, and February 27 Lok Bee nets ' peach Blossom Festival ' and March 1 poly Three anniversary of the two major promotional activities, it became a ' breakthrough ' of the pressure outbreak. "A well-known industry insiders told reporters," Soon poly beautiful products announced three days broken 1 billion sales of the success of the industry has been questioned, since then questioned the sound from 1 billion sales of moisture transferred to the source of the product. ”

Le bee nets and poly-Mei excellent products these two with the Sequoia Capital Venture venture to start the beauty of E-commerce platform, has been formally established in 2008 and 2010. The former star make-up teacher endorsement as a feature, and the United States excellent products are keen to promote entrepreneurial team to fight the process. Different styles of marketing strategies are often used to tease each other, and highly coincident with the brand positioning is doomed to become the enemy.

Zhang Bingwu, a well-known industry expert, said to reporters, although the domestic Taobao and other large platforms to support the sale of U.S. cosmetics products, total sales are also very considerable, but compared to the United States excellent products, le Bee network such a large consumer website, Consumer-to-consumer mode of dispersed suppliers to undertake the sale of false legal risk is also relatively small.

Also because of this, to kill into the market at the beginning of the United States excellent product team then played a "100% authentic" slogan to attract consumers, the same statement also appeared in the Lok Bee online. Reporters in the Lok Bee Web site to see, the company in eye-catching position marked "100% Full authentic commitment", "Brand direct supply, international brand licensing cooperation" and so on.

Genuine war can wash themselves white, the core of the two sides of the negotiation point is the product supplier.

February 25, Le Bee network took the lead in issuing a statement, said that received a number of cooperative beauty brand supplier complaints, directed to a peer to the brand supplier to send mail and SMS notification, asked it "not to the Lok Bee Network to provide equal or higher promotional support, otherwise all losses will be borne by the supplier, and will face the issue of extension or cessation of cooperation threat", The aim is to gather the United States excellent products.

In its reference to the Shanghai Poly-Mei Excellent goods Trading Co., Ltd. a brand to "about 301 activities," The message shows: "We hope and request the various brands, please be sure to ensure that the day provided to the United States promotional activities to support not only is exclusive, but also the most forceful." "and stressed that," if the other platform to carry out similar activities on the same day, forcing the United States have to temporarily add a large intensity of activities, all of its losses will be the brand's sole responsibility, and the United States have the right to extend the account period of more than 60 days, and consider suspending cooperation between the ”

In the case of the coerced suppliers, Poly-Mei excellent product has not been a positive response.

"There have been people in the industry questioned the war between the two sides of speculation, after all, there are the same investors behind, it is difficult to determine whether this is true." However, as a relatively low focus on the U.S. electric platform, can be in this war of words by more consumers, although there may be risk of brand loss, but overall the advantages outweigh the disadvantages. "Zhang Bingwu points out.

Suppliers of True and False

Lauder China said that the company is currently in the field of electrical sales of authentic only the company's own official website, cooperation side Silk Orchid official website

Supplier war behind, the true and false source of contention is the two major sites in the war of words more substantive attention points.

Prior to the claim that the United States excellent product staff in the network to explode materials, pointing to the high quality of poly-Mei products claimed in fact from a Guangdong cottage concentrated imitation, of which the proportion of fakes even as high as 90%, and the production of some of the United States excellent cosmetics purchase orders.

In response to the above query, Poly Mei excellent product again lost its voice, failed to fight back with actual evidence. Poly Mei Excellent product founder Chen Au previously talked about ultra-low discount caused by the fake when the response said: "Poly-U.S. domestic cosmetics shipments of large, the discount is the industry's lowest." Generally from the level of agents to take goods, offline brand discount is about 70 percent. Network Cosmetics brand discount rate is higher, generally 50 percent or so. ”

The reporter gathers in the United States excellent product and the music Bee net numerous brand cooperation merchant List discovers, the Lauder, affordable Materia Medica, Shiseido, Johnson and so on domestic and foreign well-known Japanese group's star Brand is listed. However, the platform side of the so-called genuine supply has been played a big question mark.

Lauder China's relevant officials to reporters that the company is currently in the field of electrical sales of authentic only the company's own official website, the cooperation side of the official website, and the two major platforms. and offline entity channels-department stores and Silk Orchid stores should also not and the United States and Le Bee Network has cooperation, "if the cooperation will inevitably appear to impact its own online business sales, the company will not act like this."

Similar cases are also found on the Lancome, Guerlain and affordable herbal products sold in the aforementioned two companies. Xu Surname consumer told the reporter, in March this year gathers the United States excellent product anniversary promotion to purchase an affordable herbal product, obtains the kind and the propaganda difference is big. Go to the appropriate herbal entity store for product identification and marking, confirmed as a fake.

According to the above-mentioned report of the Analysys think-tank: in the supply chain to reflect the capacity of the SKU (inventory unit) coverage of the comparison, Lok bee nets in all categories of products in the SKU is higher than the poly-United States, including skin care products Lok Bee Network SKU for 5599, and Poly-Mei excellent product is 2323.

"Such an electric business platform without the brand permission to carry out the sale, brand business if the pursuit of legal responsibility is very space." At present, like Poly-Mei and Le bee nets such a large web site such as the United States, and stressed that are authentic, we also feel very startled. "As a brand trader, it is also a bit passive," said the insider. Although it is possible to communicate with these platforms through the Ministry of Legal Affairs and request the next frame. However, the cost of communication is too high and the results are limited. Some platform managers are looking at the brand to consider such considerations before they act like this. ”

Chen Au has said: "Now there are more than 40 brands of cooperation, negotiations can only be purchased from the domestic counter." The remark, also immediately interpreted as tacit approval to flee goods, fakes and other illegal sales.

"First-level agents do have the right to supply the product, but the discount offered by the electricity quotient platform is so low that it is not much more attractive than the return point of the entity sales." At the same time, if these brands themselves and Poly-Mei excellent products, Lok Bee Network did not cooperate, suppliers also have to bear the potential risk of illegal distribution, such a deal is not cost-effective. "The above mentioned industry Personage said," by the unidentified counterfeit goods supplier and unlicensed genuine supplier of the supply channel, in the final analysis is to the consumer hurt very much. "(Chen Shijun)