Electro-Commercial cosmetics should be positioned in Watson's study

Most of the brand is still in the white card stage, the audience is looking forward to is far cheaper than the big,

The middle gear that is more believable than the white card, like what Watson sells.

Article | Huang Jo (Hua Ping Capital investment person, Dangdang before COO)

How far is the electric commodity card from maturity?

E-commerce has undergone three waves of development in China: The first wave is the mobile phone recharge, air tickets, hotels, games, such as the cards do not need to deliver the virtual products, Ctrip, Taobao, Art Dragon is its representative enterprises; The second wave is standardized goods, such as 3C, representing the enterprise is Jingdong, Suning, users do not have to compare, is the parity Third wave into non-standard, high margin sales of products, typically such as clothing, shoes, bags, cosmetics.

Can not say that the best cosmetics electric manufacturers, but at this stage is relatively hot. There are several distinct features of this category: First, the user group is dominated by women; second, the customer's brand awareness is stronger, girls buy cosmetics, rarely buy a never heard, no use of the brand; third, because care about the brand, a brand entry threshold is relatively high, while the user loyalty is also high, users will not easily choose, Also will not give up easily; four, this is a very high margin of goods, users buy is not a function, but the use of the feeling, easy to generate impulsive consumption, see a few beautiful pictures, a few people say good, may have bought.

These characteristics make cosmetics retail price difference is very high, a bottle of French brand face cream hundreds of, 10 pieces of cloth, 20, the difference is dozens of times times. Therefore, the brand to the control channel special attention, the largest investment is not research and development, production is not packaging, but marketing. Cosmetics dealers face two choices, selling other people's brands or doing their own. The former advantage is that the brand is ready-made, a short time to achieve a certain amount of sales, sales; The disadvantage is that the price is not controlled by you, often do not supply. Big brands like L ' oreal do not want to hit the offline market with online discounts or low prices, so they don't get the goods on line, or ask you to be flat with offline prices. So some people began to loopholes, the inflow of goods to sell, but the supply of parallel imports is still unstable.

Cosmetics strictly belong to fast-moving consumer goods, the user is to replenish goods, can not buy a brand of make-up water two months later there is no. In this case, many people are actually forced to think of doing their own brand. This from the big idea is no problem, in the current electric business environment is even the best way out, but can be bigger, but also to play a big question mark.

Many Chinese enterprises, especially Internet companies, have no concept of brand. The real brand is a brand value-added, it is a recognition feature, I take out you know what user groups, what fragrance, what feeling, behind a set of star endorsement, advertising design, formula packaging, customer service, user experience. At present, most of the electric business cosmetics brand is still in the white card stage, is equivalent to the price of a big brand dozens of times times lower than a motley. You are cheap, but customers do not want to buy so cheap, because not trust, and expensive she could not afford. She expects to have a median that is slightly more expensive than the white card, but within the range of her tolerance.

I always thought Watson was doing very well. If I said L ' oreal positioning in the 9-file ~10, Procter and Gamble in the 6-~7 file, white card in 2 ~3 file, it made 4 file ~5 file, especially close to those young, beautiful students or small white-collar workers. This is a big market, this cut-in point is worthy of the electrical business cosmetics brand learning, but so far I think they have not come to this step.

Will future cosmetics carry Internet genes?

Why are there not many cosmetics brands that are successful under China's line? First, the concept of brand is only after the reform and opening up, that is, twenty or thirty years, in China is still very fresh. Second, there is the internet to make a brand, the speed of transmission is very slow, not only need money and time. The internet is relatively low-cost, its popularity in the young population of the brand into an accelerated era, within two or three years may form a national brand. If there is no Internet, affordable herbal, beauty that mask can not be in such a short period of time to cover such a wide range of users. However, these brands will be green or short-lived, to see the operation of the operation is not good or may accelerate the decline of the brand, this is the two sides of the coin. Brands can be packaged, yes, but there's a kernel inside. If not, it's hard to be long.

The future success of cosmetics brands I think will carry the internet gene, but not the performance of many electrical goods in the brand to subdivide a number of sub brands for different market segments. They do so I think the internet has nothing to do with, but to what brand can become unsure, the pursuit of success rate, it can be said to be a low-cost trial and error strategy. Do five or six brands at the same time, maybe one day will survive, someone remember, then focus on the brand. I have seen a children's clothes, a brand of electrical goods, a son of a child brands, a girl, under three years old, 3-5 years old, eight years old and more, a total of seven or eight. What is the purpose? Is that it doesn't know which one is going to last. From the perspective of branding I do not recommend this, because your own brand value is not high.

The Electric dealer brand is doing relatively good at present is the music bee net own brand. Its biggest advantage is the Li media background, which makes the cost of its users greatly reduced, and the user loyalty is very high. Now the most painful place to do the electricity business is to get the user's cost is too high, a customer wants 100 pieces, and customer price often cannot reach this number. Unless she can buy it for a long time and earn it back slowly, most brands have a high rate of user churn at the moment.

Le Bee with media tools pry users, give their own brand "talent" added value to increase the proportion of users precipitation down, from the business model I am quite optimistic about. The biggest challenge before it is brand management. You don't have to be a brand manager when you're selling L ' Oreal and Lauder, because the brand speaks for itself. And these people's brands also have to tell users what you're selling, what to expect, and how to manage those expectations. If static good positioning is 4 file ~5 file, can all talent brand gathered in this stall, not some very high-end, some very low? This is a problem that many internet people are prone to make, with limited understanding of the brand.

In addition, when you decide to be based on the brand must be prepared, to withstand loneliness, at least for a long time to say goodbye to the scale. 100 users can have five or six people like you are very good, do not want to seize the user would like high school low-end take-all, it is Taobao such a super large-scale platform to do.

(the journalist Lingwenting according to the interview)

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Huang Jo that the internet makes cosmetic brands into an accelerated era, the future of successful cosmetics brands are likely to carry the internet gene