American makeup electric business stepped into the era of "warlords"

"Women" and "fashion" are undoubtedly the main labels of today's cosmetics web site. This positioning means that the whole process of platform from marketing to service should be based on the female network to buy users as the core, in-depth excavation of female users in the market segments or multiple categories of shopping needs, and provide depth of service content. As more offline and online union cases increase, with the service for the female group of Electric platform cooperation, will also be one of the major trends, both sides will pull up both female user growth rate, maximize the conversion rate of flow, in the capital and customer groups under the dual power, to obtain a stronger market competitiveness.

Therefore, in 2014 Valentine's Day, the electric business world burst into the Lok Bee Network "marriage" only product will, and to the genuine challenge industry, has been the development of the United States to form the electric business card position, but also face a new shuffle dark war. Industry insiders believe that this year, the cosmetics electric business oligarchs or will follow the escalation of the competition emerged.

American Makeup Electric Business

This year's cosmetics online shopping market is a smoke. In addition to the enthusiasm of the year at the end of February, the beginning of March to promote the promotion of vertical cosmetics electric network, poly-Mei excellent products, this year, the Beijing-east, Suning and other comprehensive electric operators also announced the war. In the cosmetics net buys the market, whether is Ali, Tencent, or the vertical type cosmetics electric business, did not appear a single big situation. Therefore, this is not yet occupied by women and fashion Chi cosmetics market, is becoming the major electric dealers this year's main force point.

Before many electric business professionals analysis pointed out that Taobao, Beijing-east and other electric business integrated platform has been set, the future opportunities belong to the vertical platform. Different vertical areas of the outbreak has first, cosmetics as the second largest online shopping category, and with standardization, short supply chain, the audience young, heavy brand, repeat the purchase rate of higher suitable for network sales characteristics, so that comprehensive customers also began to choose Cosmetics category as a new target growth point. February 2014, March, Beijing East also push the U.S. makeup promotion, guise, its strength comparable to the Jing Dong "618", Suning's beauty makeup site Suning Purchase is also ready to send, the beauty of best-selling TOP100 section of the lowest 26 percent of the purchase of goods, the challenge of cosmetics online shopping promotion. Almost at the same time, the day Cat mall is not outdone, launched the "beauty makeup 30 percent" and other promotional activities.

Mei Makeup electric business three general win marketing tactics

In such a smoke of cosmetics electric business industry, the warlords and up, the future separatist supremacy of the situation is inevitable, want to highlight encirclement, the author believes that only the continuous strengthening of their own skills in the shuffle process can not stand down:

Tactic one: practicing a "positive" Qi is the king

Online shopping is a kind of credit economy, in order to maximize the trust of consumers, the electricity business will generally promote the protection of consumer rights and interests of the system. In particular, the domestic cosmetics online shopping market potential is huge, according to the Chinese cosmetics genuine Anti-counterfeiting Code league recently released a white paper shows that last year, China's cosmetics online shopping transaction size reached 57.26 billion yuan, an increase of 66.6%. It is expected that the next few years, cosmetics online shopping will maintain rapid growth in 2015, the size of online shopping transactions will exceed 120 billion yuan. But the prevalence of parallel imports has been a constraint on the development of the industry's "number one killer." Taobao ten years of development have been unable to solve the problem of fakes, especially open platform businesses. Liu has said that the reason why the Jing Dong can stretch out from the shadow of Taobao, a major reason is that Taobao has always been difficult to solve the problem of fake imports. He even thought that if Taobao solved the problem one day, it would pose a real threat to jingdong.

But who had thought, halfway to kill a Lok bee nets and only products will be a marriage, all the way to dust. Their main point of pain is authentic, shouting: "Refuse parallel imports, refuse adulteration, commitment 100% licensed authentic", both sides said, "not only to ensure that low-cost, more to ensure that 100% licensed authentic."

Flagship authentic is not only the theme of the third Peach Blossom Festival in 2014, but also the development strategy of the two sides in the area of the beauty net purchase: Assemble both sides in the authentic security advantages, do the industry's first commitment to "100% only sell licensed authentic" business. More in the purchase channel with a number of internationally renowned cosmetics brand companies and agents to achieve cooperation to accelerate international brand authorization. These moves, let Jianzaixianshang cosmetics promotion war out of previous years simple low price cycle, reshaping cosmetics online game new rules.

Strategy two: Credit first, let the consumer for your backing

Ali is relying on credit guarantee to make money, to the supplier plus a small icon of good faith in a year can enter thousands of million, in Taobao Cat and then build a strong credit system. Just as everyone wants to put these into the Ali mode and Taobao pattern part. 13 end of the outbreak of Taobao day cat Brush Credit Large group of bad events so that everyone found that the credit system of the electricity business does not seem so simple.

However, the electrical business is to build a credit system as the core, from the commodity processing, information management to the revision of orders and return of goods and services, such as the complete chain of the full supply. The author of this only to return service to explain. Now, regular electrical dealers will generally give consumers no reason to return the consumer protection, the system of consumer rights and interests of the protection has a very important role, especially for cosmetics. Because cosmetics need to be used to verify the suitability of their skin, commitment to the length of time and the timing of the way to the electrical business is very important, each extension of a unit of hesitation, the corresponding withdrawal rate will be improved. Therefore, only those who have enough confidence in their own products, and effectively protect the interests of consumers, will dare to make commitments in these areas.

Also remember that when the initial start, relying on such as wind Tatsu to achieve the first test wear and then sign, quick return to become a big selling point, but also to help them gather a large number of loyal users. Jingdong has also said that the return rate will result in distribution, inventory pressure, increase the risk of cost. And the Lok Bee network from October 2011 began to boldly implement "45 days unconditional return goods", "45 days" far more than this year 315 implementation of the new revised "Consumer rights and Interests protection law" provisions of the "7 days no reason to return goods."

Tactics Three: Strengthen interactive social marketing, strengthen social relations

In the internet relationship, there are three relations is the key to the Internet market driving force, that is, business relations, knowledge relations and social relations, the current Chinese internet market, the three major BTA pillars of the situation can be one or two. In the Internet platform, these three kinds of relations can exist at the same time, complement each other, but the social relationship is the most lasting and stable. This is no exception in the field of electrical business.

What electricity dealers do is trust, not just business. And the trust relationship is based on the establishment and maintenance of friendly relations, by allowing consumers or fans to aggregate and precipitate, through effective interaction and dissemination, thereby driving the establishment of the entire social network, and ultimately the formation of business relations and social relations integration. For example, Taobao continued to introduce Ali, Wansing, Micro Amoy, and so on, is to the most unstable business relationship and the most stable social relations together, forming a consumer aggregation and precipitation.

In addition to perfecting the development of their own platform and software, through the integration of micro-blog post bar and other online interactive channels, and carry out effective offline interaction to make up for the lack of electrical business online Customer experience is also the current common practice of the electric business. By observing and analyzing the psychological needs of the target consumers, the online terminal is designed to provide a better customer experience for the key contact points of the target consumers, so as to reach the O2O value transformation, which is also the direction of the current major electric dealers.

For example, this year, the rage of the Micro-letter "Red envelopes", it is to seize the consumers during the Spring festival to "send" red envelopes, "Rob" red envelopes, "Get red envelopes" psychology. And then to the United States makeup Electric Business Lok Bee Network annual first round to promote Peach Blossom Festival, "The Fun Peach Blossom" is insight into female consumers "superstition" love Psychology, coupled with the "marriage" after the opener, this year's Peach Blossom Festival has a strong interaction and fun. Only to create "hundreds of millions of Chinese women the first choice of quality life," The final analysis is also hope through interactive social to strengthen social relations.

An oligopoly or an inkling of the electric quotient of beauty

According to a recent survey by Nielsen News and Science, 83% of online cosmetics customers are aged 20-39. 93% of them are women, the more affluent and younger customers continue to grow the market size of online shopping cosmetics. Last year, is the U.S. makeup electric dealer sales surge of a year, like the Lok Bee Net Peach Blossom Festival on the first day to complete a 122 million yuan in sales.

However, this area, there is still no single big situation, this year, the major electric dealers scramble to layout the beauty market, the important reason for the separatist reign. Beauty of the electric Dealer's competition from the former music Bee and the game of the United States, into a large electric power business industry-wide comprehensive war. Some industry insiders believe that this year, the cosmetics electric oligopoly or will be with the competitive escalation of the clue.

Online sales channels in the widening, but also the impact of the line of traditional beauty sales channels. For vertical cosmetics dealers, in addition to playing price war, marketing propaganda war, to secure authentic, improve user experience, to maximize consumer demand for personalized consumption, and truly win the trust of consumers, is to deal with the future of the more brutal electric power of the competition.