Can O2O of beauty industry subvert female consumption?

Tencent Technology news October 28 report

The life service industry is changed in varying degrees by O2O, for example, you can take a taxi by mobile phone, call takeout, repair mobile phone, wash clothes, now O2O this upsurge spreads to the American industry again. The so-called beauty industry, simple is beauty, hairdressing, nail, health and other industries, this in the beauty of women's life is an indispensable part.

From the recent investment case is also not difficult to see, the U.S. industry O2O more and more popular, by investors, entrepreneurs and the attention and favor.

Not long ago, the Beaver family completed the B round of financing and said that the estimated value of nearly 1 billion yuan; beautiful a won the letter in and and source venture investment in the near million dollar a round of financing; September, the United States O2O platform beauty plus access to Jiang and Andosin venture investment of the 8 million Yuan Angel Investments; hairdressing field of Meimei beans, Rest assured that the United States also won the Angel round investment.

It's a good idea to cut into O2O from America, but if you want to become a taxi market after the next outbreak and subversion of consumption patterns, but also from the increase of quality users sticky and open up payment trading links to start, in the business to bring potential customers, but also let consumers enjoy a good service and experience.

How big is O2O's Plate in America?

It's no secret that America's profits are high. A bottle of dozens of yuan in the price of nail polish can be provided to dozens of consumers, beauty salons can also be achieved at a low cost to achieve profit, coupled with a strong desire for women, consumption, consumer goods in the next year, there is great potential and business opportunities.

According to the data provided by CNNIC, as of June 2014, the size of China's internet users reached 632 million, including the ratio of men and women to 55.6:44.4, the potential size of the female market reached 270 million.

Data from Baidu show that, compared with the beginning of 2013, female users have the highest growth rate on the mobile side, with mobile growth up to 3 times-fold. With the advent of the mobile internet era, compared with men, women's dependence on mobile internet is stronger, and its development momentum is the most rapid.

In this way, it is not difficult to understand why entrepreneurs are bullish on the U.S. market.

Speaking of the United States O2O, group buying can be regarded as its predecessor. But group buying did not completely help or even subvert the industry, because, on the one hand, businessmen want to have the potential to have the ability to consume users, and buy the consumers often are "one-time" consumption, on the other hand, consumers also want to lower prices for high-quality services, but a large number of consumers to allow the reception Businesses with limited service capabilities are unable to parry.

In this respect, the industry said Tencent technology, relying on the U.S. industry from the line to the line is more pragmatic and effective way.

Use the community to stick with quality users?

One of the biggest characteristics of the U.S. industry is the consumption of elasticity, such as hair, from one year consumption, to one month consumption, there are plenty. In addition to enjoying the service, female consumers have a strong need to share the results of the service, such as making a satisfactory fingernail or styling, hoping to get attention and evaluation from others.

Like the "Sun", love to share the natural characteristics of the entrepreneurs to provide a good way to glue these high-quality users, that is, to create a community to improve the rate of repurchase, and play the value of old customers, driving new customers into.

Nail this seems to be the street and the ordinary small business has gradually become a large scale of hundreds of billions of market. Recently, a beaver family name of the nail software in the girl's circle spread. The Beaver family provides the nail teacher one-on-one door-to-door service, has already settled 1000 nail teacher, receives each day nearly 2000 single.

The nail is one of Miss Mao's hobby, basically each month will change one to two times the fingernail modelling, usually she basically relies on buys or specially runs to the business card's shop to go, but is not the service generally is away from home. Now, Miss Mao can through the Beaver family This app will nail division about home or near the café, called a few friends, together to enjoy the nail service.

Different from the way the beaver is directly docking technicians, by Dangdang, Suning before the high Lang Yiven fly founded is the platform of the product, walking is "cat + Taobao" mode, service in the nail shop but does not provide a specific nail services, consumers can find the way to the nearby beauty nail shop, Then directly to the nail shop to enjoy the service.

Yi Wenfei told Tencent Technology, beautiful a actually do is a nail eco-circle, all and women, and nail-related needs can be met here.

Yi Wenfei In the interview repeatedly stressed that beautiful a "show" and Health, "beauty of women love to share, born with the driving force of love, beautiful a user to share and exchange the way to cultivate user stickiness, the use of this consumer drive will guide users to the offline merchant." "At present, beautiful armour has been founded more than 1 years, the cumulative activation of users up to 12 million, into the nail shop reached 100,000."

O2O platform "Beauty Plus" is now mainly covering Shenzhen, the online two months since the entry of businesses such as beauty salons, Health museum, nail Shop has more than 1000. Beauty in the client-side app has also created a focus on beauty industry community "beautiful circle", so that individual users can easily exchange experience.

Get through the payment deal

In the U.S. industry, most businesses mainly use stored-value cards, membership card ways to try to retain users. Beauty Plus founder Ma Xiaoquang to Tencent Technology, especially the beauty industry, the consumption characteristics of the pre-storage value is more obvious.

Merchants want to pass stored value cards, membership card in the way the user firmly stuck in the store, but it will inevitably appear such a problem, that is, users are not satisfied with the consumption once, it is difficult to get a refund, the merchants to adjust membership discounts or service prices, consumers can only passively accept; more consumers due to business closures Have to shoulder this part of the loss.

Not long ago, Ms. Yu in the vicinity of the modelling salon 20,000 yuan for the Platinum membership card, this can enjoy 30 percent of the discount service, but not long after the shop adjusted the service price, some of the price into the previous three times times. When Ms Yu wanted to withdraw the card, but the merchant refused her request, and was told that "the price increase is the company's rules, and there is no way." ”

In order to avoid the situation above, and to the greatest extent possible to release the consumer power in the O2O sector, it may be a good idea for players in the industry to try to circumvent the mess by opening their own payment transactions.

For example, the beauty of Canada is preparing to launch the vertical field of "beautiful treasure", so that consumers enjoy the service to achieve without the card. "For example, consumers can store values on a beautiful platform and then use them in any merchant that is docked on this platform." "Ma Xiaoquang said.

After getting a round of financing, beautiful armour will also be in November on the line trading system, although Yi Wenfei did not disclose too much detail, but he said that will be the user booking, door-to-door services such as landing, but also means that the scale of the flow into orders, so as to achieve business model of the formation.

However, there are people in the industry to Tencent Technology, many O2O entrepreneurs just want to collect money from businesses, but not for businesses to bring the desired potential users, or to the business to bring the undesirable users.

So it seems, the United States O2O want to subvert the traditional consumption pattern, ultimately to do or to the merchants to have the ability to consume customers, while relying on offline resources for consumers to find quality merchants, and good service experience as the most fundamental guarantee.