Poly-Beauty Products: The leader of cosmetics electric business Expand the road of multiple categories

What is the sign of an e-business enterprise mature? Platform, category expansion, one-stop service may be common.

According to the latest data show that 2012 China cosmetics electric Business enterprise growth accelerated in the vertical electric business, the overall cold winter background, cosmetics electric business enterprise sales growth in more than 50%, according to a number of cosmetics network business operators estimated, cosmetics online shopping market in the last year about 20%~30% overall growth.

And this growth rate, the beauty of the mall in the United States excellent products on display incisively and vividly. According to incomplete statistics, poly-Mei excellent product 2012 overall sales ushered in the best period. In the last three years, an obscure electric business enterprise has become the most popular cosmetics in the field of online shopping platform.

Category expansion is very important to the electrical business. The consensus in the field of electrical business is that it is very difficult for a single electric trader to improve. From the initial limited to the start of the special sale, poly-Mei Excellent products completed the category expansion of the strategic upgrade. From group buying mode to beauty shop, Poly-Mei excellent products made a number of attempts.

July 2012, the United States excellent product team in the industry for the first time proposed brand flagship store mode, with L ' oreal flagship store for the first time, the Philippine poem Shop, Olay, such as nearly hundreds of thousands of women's favorite cosmetics brand flagship store into the United States, brand genuine direct supply, to ensure the quality, but also for their own won the trust of Tens users.

It is reported that the current poly-Excellent product category extended to skin care, make-up, fragrance, body care, gift sets, beauty tools, men's care, food and health care and other fields. With the increasing number of SKU, Poly-Mei excellent products opened up luxury and private brand channels. In addition to international well-known brand products abroad, Poly-Mei excellent products have been adhering to its own brand strategy. Data show that the current Poly-Mei brand's monthly sales have been over 50 million yuan.

In the past three years of development, Poly-Mei excellent products turned into a perfect beauty makeup, fashion field one-stop shopping mall, its beauty makeup commodity conversion rate, customer stickiness than a single category of cosmetics electrical manufacturers have a huge upgrade, and gradually form a competitive barrier.

With the comprehensive strength of the promotion of the United States team in the brand marketing investment and thinking is also walking in the forefront of the vertical business field. From the initial poly-Mei Excellent product CEO Chen Au "for their endorsement" to "Happy Camp" put two minutes history of "the longest advertising." Poly-Mei Excellent product marketing team out of the industry a number of classic marketing cases. It is estimated that these highly creative brand ads cover hundreds of millions of viewers.

In the near future, the traditional commercial retail market representative Wang Jianlin and China Electric Business representative Figure Ma Yun about 100 million yuan. In the next 10 years, it is widely believed that China's overall e-commerce sales will account for 50% of the total retail business.

As women, 3C after the third largest online shopping category, cosmetic fashion products will usher in more explosive growth, this market will also be the birth of leading enterprises. Who can win, the competition will be including platform optimization, rich category, one-stop service, brand marketing and other comprehensive strength.