Do you know why Carina Lau sent his own vegetarian Genzhao before?

Do you know why Carina Lau sent his own vegetarian Genzhao before? In fact, that is Jia Ling mask marketing planning, mainly in the micro-letter friend Circle Brush Screen promotion.

In the micro-trust friend Circle selling mask is not only the one of Ka Ling mask. In fact, the micro-trust circle has become a "micro-business" new channel. However, this new business channel also faces a similar "MLM" question, as well as the current lack of supervision.

The star effect is bursting

Does anyone sell masks in your circle of friends? Perhaps you will often hear: "I am a college classmate selling mask every day to brush the screen, so want to pull black." ”

But when Carina Lau also in micro-Bo micro-letter from the photo, many netizens said to be shocked.

"Micro-business channels, said the image of a little bit like the" Walking Ghost "in Guangzhou, that is put stall. Its operating costs are so low that it attracts a lot of people to come in. and the market target scale has been gradually, 1 "ghost" one day may only sell a few goods, but 1 million "ghost" sales, is a big business. "said Sho Rong, vice president of South Korea.

Shenzhen electric shock E-commerce founder Shangxiang earlier to the media is blunt, micro-letter selling (mask-oriented) information flow has accounted for the entire micro-trust friends around One-third. The micro quotient 80% is sells the facial mask, but 80% of the micro quotient is the female, this 80% is mainly the family woman. Shangxiang previously estimated that the micro-business has reached tens of millions of scale, if calculated on the micro-letter selling facial mask personal sellers have reached 8 million.

Carina Lau founded Jia Ling Mask, want to do business is friend Circle business.

But Ka Ling is not the first Crab eater. From the relevant enterprises published proxy figures, last year, micro-letter The most fire mask Qiao 10 years old, its "micro-quotient" There are 2 million or 3 million people. With more than 10 official partners buying 10-year-old goods, and then distribution, almost every official partner under the docking of the operator has tens of thousands of people. Mask Micro-Shang Port a micro-business is more than millions of people, there are many personal micro-business, a person's 100,000 offline.

Why is the mask first hot

Small mask is through the micro-trust Circle of friends, at a very fast speed to paste the face of Chinese women.

So, why the mask?

China Cosmetics Marketing Research expert Feng Jianjun told the south reporters, this new e-commerce industry has been hot for a long time. And the reason is hot, because the micro-commerce mainly through the mobile end of the circle of friends, relationship marketing is very strong.

"The entire cosmetics micro-business, the current real success in this system is not much." Everybody wants to be the boss. A year sales of 1 billion yuan or rare. At the end of 2013 began to rise, the current Beijing Qiao 10 years old and Guangzhou's thinking port is the absolute faucet. These brands can be said to take 1 years to walk the family more than 10 years of the road, has caused some outside eyebrows, see the effect of earning money. "In Feng Jianjun's view, the micro-business is creating rich people," I am a friend to do a day of micro-business, sales price is 138 yuan, he 63 yuan to the total generation, a generation of 73 yuan, a special 88 yuan, a profit of 50 yuan. ”

Of course, the mask has become a hot spot for micro-business marketing, and its market holdings, most women have used the mask and the use of high frequency, other skin care products a bottle can be used for several months, but the mask is a one.

In addition, in Han Hou and other enterprises, the state of this channel into the absence of tax, micro-letter also has not yet received background fees, but also to create new mask brand more inclined to micro-business channels of the objective reasons.

Business has to go back to business.

"I have bought a friend recommended mask, but also good, is expensive to the explosion, then I decisively turn Taobao, than friends sell cheaper half." "This is Guangzhou, a former micro-business mask brand consumers."

Obviously, the low price of the micro-business channel is the main reason for its turn to "Taobao", that is, the traditional electric business channel.

Of course, for those who are trying to get rich by using micro-credit to sell their masks, the problem may be much more than the price factor.

"Ka Ling mask to start playing Carina Lau Star Card, the momentum is very good, but with Qiao 10 years old and the port is not a platform, the recent rumors of development is not so good, equity has been transferred." A senior Japanese expert in Guangzhou said to reporters in south China. However, for this claim, a Ka ling mask of the micro-business agent accused that this is a malicious attack on the Ka Ling mask.

Public data show that 3 months after the creation of the Ka Ling Mask, the Digital Kingdom group announced in December 2014, to 3 12.5 billion yuan to acquire the international 51% equity. If Ka Ling International does not achieve the 2015-year target profit, the purchase price can be reduced.

Sho Rong, the director of the South Korean E-commerce project, said a mask brand by star effect is not a long-term plan.

"The momentum is fine in the short term, but in the long run, it's not good." Go to the micro-business channel mask can ultimately live well, or to see product quality and marketing, that is, business or to return to business itself. According to Sho Rong, South Korea is now doing this, but in the scale of the operation of the issue, or to maintain a cautious attitude.

"We do not want to do very exaggerated, so that everyone blindly to develop the offline." At present, doing well, most of the use of drums to spread flowers in the way to develop distribution, but we will slowly find that once consumers do not buy, the final goods are pressed in the smallest agent body. Rong Ho further pointed out.

There are also hidden worries behind business opportunities

How much does a mask cost? Consumers can see that 50 yuan, but in the eyes of the entrepreneur, it could be million, tens of millions or even hundreds of millions of of dollars.

In fact, before the appearance of the Ka Ling mask, such as the Hundred finches, Han Yu and other brands have entered the micro-commercial channels. The current domestic micro-business channel mask brand Enterprises have hundreds, generally no scale.

If scale is not a problem, the question of the business model is worth examining.

It is understood that at present, cosmetics micro-business is also divided into "schools", one is the type of direct marketing model, emphasis on the exchange of people, relying on the development of the offline access to the profits to survive, this model has a very large risk, some brands for several months to appear in the micro-letter sales, the other is similar to the model of agents or trade patterns, To join the self-employed are to achieve micro-channel sales for the purpose, rather than the development of the line to earn the line price difference for the purpose.

The former model, which is regarded by some traditional Japanese enterprises and experts as "contrary to some provisions of the State".

"Part of the micro-business is actually a disguised pyramid scheme." No shop operation, multi-level distribution. The State stipulates that the distribution of direct sales can not exceed 3 times, more than the suspicion of MLM. In this mode, a mask micro-commodity card, the first will recruit 15 strategic partners in the country, in the following set up a level, two, three agents, and some will add an angel agent. "Feng Jianjun said. "This pattern is similar to pyramid structure in MLM, the spire is those general generation, generation, second generation, their hands often do not sell products, only to do distribution; Taki is the first-line sales of three generations and the special or Angel agent, these brands once the quality or marketing problems, often a large backlog of products. ”

Yi View International E-commerce Senior analyst Cho Segun, interviewed by the south, said the formal micro-business mask brand will usually have a micro-shop, has a complete product system, its products are

After registration, compliance with legitimate products, pay attention to the actual sale of products. And some irregular micro-business mask brand, often do not have a clear product production information, product quality is poor, and to develop the main purpose of the offline. Such brands will eventually be eliminated. "If it's inevitable to be cheated, you don't want to be cheated n times," he said. ”

The future potential of regular armies geometry

However, the micro-business is the product of the Times, is the product of the rise of mobile interconnection.

South reporters in the interview noted that, although there are also industry companies say, now discuss the mask micro-business market can be how much business opportunities is too early, but most respondents still have good imagination of the micro-business channels.

Because most of the mask micro-trader is just a marketing place, not a trading place, missing statistics. In addition, there is no control measures, access to more freedom, is also leading to the lack of data on this emerging industry a major factor. However, Cho Segun or from the perspective of the overall development of E-commerce has given the following analysis: "Micro-business is based on micro-credit flow generated commodity trading platform." The overall micro-business market is estimated to be about 30 billion yuan, the daily market we forecast the scale of 1 billion-2 billion yuan, the mask is the daily micro-business market largest piece, to the mask market about 1 billion yuan. ”

Cho Segun that, with the micro-letter and Beijing-East further cooperation, based on store, shop marketing will be more accurate push, then, micro-letter business will be to precision, large data derivation direction. This also means that the future of micro-credit based micro-business model will be more accurate push.

In Sho Rong view, such as the brand, such as the 10-year-old brands after a large six months of explosive growth, follow-up growth or will slow down. But Sho Rong is still expected, the future of the mask in the micro-business and the sales of electricity quotient will become 1:1.

To this Feng Jianjun also have the same feeling, in its view, the entire industry is not enough precipitation, the future line, the line will be 5:5 open. and the electricity quotient and the micro-business should be in 3:5. The micro-quotient has an impact on the offline, but it has a greater impact on the electricity quotient.

Digital

The micro quotient 80% is sells the facial mask, but 80% of the micro quotient is the female, this 80% is mainly the family woman. The individual sellers, who are expected to sell masks on micro-letters, have reached 8 million.

2014 Mask micro-business market hot abnormal. Data show that the mask brand large and small in the past two years, the growth of 4 times times. Mask from a few years ago the efficacy of the product has become a skin care of the fast consumer products. Mask market volume is also increasing gradually, China's mask market size has reached about 10 billion yuan, is currently at about 30% of the annual growth rate.