Cosmetics Portal Planning Program

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Website Marketing Mode

Site preliminary positioning: The cosmetics site as a marketing platform, rather than cosmetics business site, the cosmetics network as a Third-party website, the main marketing to promote a company's products, so more conducive to sales.

Recommendations：

Website name: XXX Cosmetics net.

URL: xxx.com

Marketing Mode structure:

Cosmetics E-commerce site + shop (Taobao, ebay, Pat) + blog (netease blog, Sina blog, Sohu blog).

Core Marketing operation mode

User Membership System:

Although the membership system has been obsolete, but it is a marketing website core part, is the website and the member exchanges, the trade link. The successful operation of membership system is the standard to test the success of a marketing website. From the angle of Web2.0 design member System: Active users, enhance interaction, encourage consumption, adhesion users.

1, User initiative: Let the user experience is very natural, very free, users can browse the product at will, and the product to express their views and comments.

2, the user interaction: Set up a new column on the website, provide to the user to Exchange, discuss, recommend good maintenance method, the effect is better cosmetics.

3, the user incentive: the site set up an integration system, users in the site all acts can be used as an integral standard. Such as: users to comment on products, take the initiative to share their own maintenance methods to other users, buy products and so on. Points can bring benefits to users: the division of the membership level, special festivals to enjoy concessions or specials, discounts, free gifts and so on.

Product structure Optimization:

1, the product show friendly and comprehensive: the product friendly, comprehensive, clear to the user, to the user to leave a good first impression before trading. Cosmetics web site because of its own product system, resulting in the overall feeling of the site is more upset. Now we divide the product into detailed system, that is to classify the product in detail, how many/kinds of products are below each series;

2, product display to user-oriented: all the products apart, according to the user target Group division, that is, user-oriented, so that users find the first time suitable for their products.

3, Product display Intelligence: Add Product and knowledge search box, user-friendly.

Product Analysis of cosmetics industry

The entire cosmetics industry if the use of production products can be divided into five categories:

1, Bathing Category: Shampoo, facial cleanser, shower gel, etc.

2, Skin Care Category: Toner, moisturizing lotion, hand cream, eye cream, etc.

3, Make-up Category: Eyelash oil, lipstick, eye shadow, nail polish, etc.

4, Hair Category: water, mousse, baked ointment, etc.

5, Efficacy Category: To spot, acne, sunscreen, weight loss and so on.

Brand manufacturers according to product marketing positioning methods can be divided into four categories:

1, leading the fashion category: to provide high value-added brand value, at the same time rely on strong technical force, leading the industry development, such products many owners go shopping malls counters. such as: CD, Sk-ⅱ, l ' oreal, Shiseido and so on.

2, Daily necessities Category: To meet the needs of ordinary people's daily life, such products are the main supermarket, convenience stores, stores and so on. such as: Olay, small nurses, shulei and so on.

3, Quality service categories: to provide customers with satisfactory value-added care services to drive the sale of products, such products to walk the main beauty salon, the former shop, such as cosmetics store backyard. such as the creation of the United States, Jalam, Ann 婕妤 and so on.

4, Direct Sales categories: Through the selection of different sales platform, to personnel networks, borrowing media and other ways to face up to consumers to sell, such as: Mail order, television direct sales, personnel direct marketing, such as: Amway, the representative of the brand, such as Mary Kay.

Word-of-mouth Marketing:

Use the user's publicity, promote our website and products, users recommend a user can get a certain amount of points and concessions; Word-of-mouth is the best way to sell. Users can promote online and offline Word-of-mouth publicity, one of the online ways: to our web site or product page address through qq/msn/e-mail to their own netizens, friends; the offline way is to introduce our website name and product name to our family and friends by phone, SMS and verbally.

Shop Marketing Mode:

Taobao (C2C\B2C);

ebay (Consumer-to-consumer);

Pat (Consumer-to-consumer).

Take full advantage of these online shop from the Internet to get the most direct buyers, but also to the user to the main site. (In practice, Master Shop Trading skills)

Blog Promotion mode:

Make full use of the major portal blog to promote their products and sites, you can not underestimate this blog, and some blog column every day online users millions of people.

Purpose and advantages of the website

Establish a new corporate image: For a cosmetic industry enterprises, corporate brand image is of paramount importance. Especially for the highly developed Internet technology today, most customers are through the network to understand the enterprise products, corporate image and corporate strength. Therefore, the image of the corporate web site often determines the customer's confidence in the enterprise products, the establishment of a website with international standards can greatly enhance the overall image of the enterprise.

Optimize Enterprise internal management: The construction of Enterprise website will bring a brand-new mode for enterprise internal management, the website is the platform that realizes this model. In the reduction of internal resource consumption, reduce costs, strengthen the staff and employees, enterprises and employees in the connection and communication, and so play a huge role in the final operation and operation of enterprises to achieve maximum optimization.

Enhance sales force: sales force refers to the product's comprehensive quality advantages in the sales of the embodiment. Modern marketing theory believes that sales is the dissemination, sales success or not, in addition to deciding whether the products can be fully spread out, but also to see the target object from the number of effective information.

Because the internet has a "one-to-one" characteristics, the target object can choose their own useful information, which itself has decided that the consumer has an interest in information has been a prerequisite, so that the dissemination of information is not subjective to consumers, but by consumers selectively active absorption. At the same time, product information through the advanced design of the website, both the advantages of the newspaper information, combined with the television sound, light and electricity of the comprehensive stimulation advantages, can firmly attract the target object. Therefore, the product information dissemination of the effectiveness will be greatly improved, and that is to improve the product sales force.

Increase added value: Many people know that buying products not only buys the tangible things they see, but also the unseen after-sale services. This is also the value-added products, the higher the value-added products, the more competitive in the market, the more consumers are welcome. Therefore, enterprises to win the market must do everything possible to improve the value-added products. At this stage, the traditional means of after-sale service has been far from meeting the needs of customers, to provide consumers with convenient, effective, real-time 24-hour online service, is a new embodiment of the project value-added direction. Customers around the world at any time can download their own information through the site, online access to difficult solutions, online submission of their own questions.

Customers build E-commerce to meet consumer needs. Promotional products at the same time the final or to carry out e-commerce, according to the company's needs and plans to determine the function of the Web site for online marketing and E-commerce-oriented, web site is the business of E-commerce, which is the product of market demand. Identify the site to enable more customers to understand our beauty centers and products, remember our website, constantly improve the website, in the beauty products E-commerce Market has more customers, improve market share, increase sales. Website has a good customer relationship management system to provide consumers with better service.