Analysis of the electric quotient pattern of vertical cosmetics

Look over the data of the consultation, the 2012 Chinese cosmetics net purchase size reached 57.66 billion, compared with 2011 37.26 billion yuan growth of 54.8%. It is expected that in the next few years, cosmetics online shopping will continue to grow faster, to 2015 cosmetics online shopping transaction size is expected to be more than 120 billion yuan, the entire cosmetics online shopping industry prospects. As a market of hundreds of billions of people, you will certainly not despise the electric business, in the integrated electric platform: Taobao, Beijing-east, the cat, Dangdang and so on must occupy the most advantageous position and positioning, and for cosmetics electric business, go perpendicular route is inevitable choice. I passed a series of data to see the vertical cosmetics electric business walk seems to be the clothing of the model version, is accidental or inevitable, the beholder benevolent. Large integrated platform under control, Poly United States excellent products, le Bee, such as stable cosmetics business first two, daily network, No5, Likeface, and other separatist second level, and in the next walk is more subdivided vertical cosmetics market, a vertical market inside also has two level subdivision.

The pattern of electric quotient of vertical cosmetics viewed from world GDP pattern

From the above table, we may simply see that in today's vertical cosmetics business pattern of the two giants: Poly-mei Gifted and Le Bee, equivalent to the United States in the positioning, in the details above Poly-Mei excellent product is indeed the overall strength of the best in the Music Bee network. Know that the two electrical appliances business enterprises know that Poly-Mei excellent product is by buying this means to expand, through group buying to gather users, and then to expand the category, in the creative top of the Chen Au of the Chen Au body Marketing and other creative activities, so that the overall brand of Poly-Mei excellent products embark on high-end; Le Bee net is Li borrow star to do propaganda gimmick, Is the Star cosmetics, the main body is attracts each star below the fan group to carry on the expansion, the flagship obvious brand route. From this year to the present news can be seen two giant cosmetics electric dealers can take the route of the brand, deliberately out of the price war, but so far it is regrettable that the price war once the beginning can not stop, as I did in this March article "Cosmetics dealers price Bezu beauty are lost" pointed out that Once the mechanism of price war begins, no one can stop it, and the deeper it becomes. Now every month can see two eldest brother of the war, they are separated from the war, so many consumers both happy and sad, happy is the price is very low, sadness is, next month to see is, buy a loss. The price war electricity trader still does not go out this black hole, wait until the traditional retailer and the traditional channel completes with the line of conformity, will let many electricity merchant's price advantage is not advantageous, may be the disadvantage.

Vertical cosmetics Electric quotient two level subdivision

The clothing electric quotient has the adult, the teenager, the old person, has the coat, the trousers and so on local classification; there are functional categories: leisure, tourism, business, we can see the apparel industry has broken down into a subdivision, now a lot of people are said to have become a Red Sea clothing, and from a lot of human and data reflected that there are too many clothing dealers still in the loss of money, In particular, the traditional transformation to the electric business enterprise is so, relying on the third party or their own construction, are far from receiving the desired effect. Yesterday I saw a micro-blog said that those clothing more than 10 yuan, 9.9 dollars and so on the quality of clothes are not very, and relatively dozens of of dollars of clothing even if the lower profits still can not compete with the front, the former cost is low, the latter cost is high, is unable to carry out an effective competitive advantage. This thing reminds me of one thing, now a lot of clothing electric dealers in the price war, in order to sell and market, but the price war hidden behind the crisis to now from the clothing electric business can be a glimpse of, for the cosmetics electric business practitioners, carefully study the clothing electric Chamber of Commerce better grasp the future of cosmetics electric business.

Say back to cosmetics electricity quotient, the reason that is similar with clothing electric quotient, because in the whole cosmetics electric quotient, many cosmetics electric dealer is to the class head many, the crowd is broad to walk, but in the cosmetics inside very many subdivision, for example clothing has the pregnant woman clothing, then whether the cosmetics electric dealer also has the pregnant woman cosmetics; clothing inside has the male clothing, and whether the cosmetics dealers can also make the men's cosmetics market, in this piece we know the effect of the lingyange is worth a lot of cosmetics manufacturers to learn, find the right positioning, a knife into, thus laying the position, the impact of the success of the effect of the innovation and its creative inseparable; clothing has baby clothing, and cosmetics also have baby skin care products, So this talent said the vertical classification of cosmetics dealers can learn clothing, copying from clothing, so as to preempt a vertical classification of the boss position.

The hidden trouble of the vertical cosmetics trader

Vertical-Category Expansion-synthesis-vertical This line has a lot of vertical brands like this, Poly-Mei, Le Feng in the integrated cosmetics electric business platform to go, and other electric enterprises in the category of expansion to go, but the electric business is so, integrated giants can only have a few, and from today's comprehensive look no matter gathers the United States, Le Feng or other platform can not with Jingdong, when, Taobao, cat equivalent to a magnitude, once entered the door, will find from all sides of the competitors combined oppression. So now a lot of industry can only develop to the industry in the comprehensive category of the purpose of the head, but with the advent of time and competitors, the following has the space to advance, and the above is not, will inevitably lead to more and more, the result is the situation of the warlords melee.

The emergence of the competitor of the vertical electric quotient, in the case that market share is stable, the profit that each vertical electric trader divide is bound to reduce, the result is the result is the more to make ends meet, the final outcome is to fail. So as a vertical electric business blindly to seize market share in the field of cosmetics electricity is not a good thing, for cosmetics, I wrote in December 12 on the cosmetics brand article "Cosmetics electric business self-built brand is king" mentioned for a lucrative industry, the brand is to maintain the price of a core thing, Now casually collect a few cosmetics electric website, observe one months, you will find that these platforms almost every day is a promotional activities, are activities, all kinds of excuses are there, a variety of.

This article from the vertical cosmetics electric dealer said the whole industry, for cosmetics electric business, as far as I know, there are many market segments waiting for development, there are many subdivision areas in the emerging. Now cosmetics can not know No5, likeface and so on, but will never know poly beauty and Le bee two cosmetics bar, this is the power of the brand. A cosmetic electric business practitioner, if any misunderstanding in this article, please forgive me. (Wen/Huang Lang Exchange qq:892729335 welcome attention to my micro-letter public number, share the Internet knowledge, electric business ideas, micro-letter Add friend Search: Huang can add)