Each major electric platform to promote the promotion of cosmetics, cosmetics electric business War

February 27 News, near March, the major electric platform to promote the promotion of cosmetics, cosmetics electric business war. There are insiders believe that the real impact will be the traditional channels under the beauty of sales, in the process of cosmetics electric oligopoly will gradually emerge as the competition upgrades.

March Cosmetics Electric Business Promotion

The upcoming March cosmetics electric Business War by the network, the audience, television and other multi-channel advertising will attract a large number of offline consumer attention, will become the overall market share of cosmetics manufacturers an important opportunity. Industry insiders believe that the electrical business as a brand of beauty cosmetics sales channels will continue to improve the importance of the line under the commercial supermarket channels must be impacted.

Under the line department store ultra, cosmetics has been occupying the most advantageous position, the entrance counter and the important position of the first floor. From the side can be seen, cosmetics in the rental, passenger and return points to the market brought about by the high profits. After the completion of the clothing, books, home appliances and other important categories of electronic business, cosmetics become a new increase in the size of the electric business, the major electric platform to start exerting force.

Before this, the cosmetics pattern of beauty makeup is simpler. Poly Beautiful products and Le Bee network in order to compete for vertical cosmetics electric business site is the first position has been fierce competition, such as day CAT integrated Electronic Business platform based on the steady development of online brands. Then Poly-Mei products through the evening on the new, Limited limited by the "value of Special sale" mode in the turnover gradually occupy an advantage.

However, from 2014 onwards, the pattern of cosmetics electric dealers began to change. Day cat low-key online poly-Mei makeup, will be the special sale mode into cosmetics category, and in 2013 launched the day Cat International, to get through the introduction of international cosmetics major access. Jing Dong also in 2014 launched a youth shopping guide products and flash purchase of special brands, fashion cosmetics is its key layout category. Suning and shop 1th are also to be launched in March, respectively, 3 anniversary of the beauty salon and 1th beauty Makeup Festival.

"Special selling plus mall" mode of appearance for the rapid development of cosmetics manufacturers to provide a new impetus. The new model of the formation of the landmark event is the only product will hold the Le Bee, as well as the cat and the cost of a further combination, the introduction of poly-Mei makeup and other new selling channels. So far, the special sale becomes the standard of cosmetics electric dealer. There are insiders believe that the special sale is a rogue model and sales tool, before this General Electric business platform is lack of this weapon.

Cosmetics brand manufacturers reflect that the new mode of sales and shopping mall has been on the line under the marketing of cosmetics. Through the introduction of a large number of traffic through the mall to sell, this model greatly alleviated the current high flow cost problem, but also strongly highlighted the online sales of the biggest advantage: low prices. "When consumers decided to buy big cosmetics online, the price factor accounted for at least 80%. ”

According to the data, from 2008 to 2011, cosmetics online shopping volume accounted for 4.6%, 8.4%, 12.2% and 16.3% of cosmetics retail sales respectively. In addition, the cosmetics online shopping market will reach a total size of 127.32 billion by 2015, and the proportion of cosmetics total retail sales will reach 27.5%. According to the data, the share of online cosmetics is growing, and the market of cosmetics will further impact on the retail of traditional cosmetics.

And the brand's current mentality and the contradictions between the brand and dealers decided that there must be a large number of goods will be through a variety of channels to the line, the electrical business on the big brand cosmetics source of increasing.

In shopping malls and other traditional channels, cosmetics pricing, although high, but because the brand is through the major agents for the shop, the real profit is not necessarily higher than direct online channel sales. Some brands are in such consideration to actively promote the online sales, the major electric platform to build flagship stores, but generally in the product end of the partition.

And many traditional cosmetics brands found in the network channel flooded with numerous goods and parallel imports, which is the inevitable result of the contradiction between brand and agent. Because the brand dealers to the large number of goods to the agent, and set high sales standards. Cause a lot of agents only earn a pile of goods, in order to get the brand dealers return point, these agents generally at low prices through a variety of channeling goods channel sales. So a large number of parallel imports, channeling goods into the electricity business channels. Online cosmetics brand Film family CEO Huang Xiaodong said: "Cosmetics brands and agents have now entered the white-hot stage of the game." ”

"With the traditional public cosmetics brand continued to enter the electricity market, to Amoy brand as the representative of the Internet cosmetics brand market share has been declining." "There are people in the industry who say Amoy brand due to the restrictions are also more, really big words are difficult, the future may walk small and beautiful this road, and the main cosmetics dealers are still traditional cosmetics licensing, electric dealers will become a popular make-up brand important sales channels, and promote the promotion of sales chain.