Gather us overseas to buy, use profit as tuition

February 6, Poly beauty products Global Brand South Korea after dinner, Poly-US CEO Chen Au Mood obviously relaxed down, "I feel the Korean brand to gather the United States respect." He smiled to the financial world Weekly said. His face was flushed with wine. Just now, he with the United States excellent product joint founder, product vice President Daiusen, Poly-Mei Excellent products senior Vice President Liu HUIPU several poly U.S. executives, a table toast, a total of 25 tables, more than 60 brand representatives, each table they have dried a glass of red wine. Korea is a capitalist country with a heavy human relationship, which speaks of the ability and interests but also the feelings. This cup of wine after the belly, Chen Au feel, "Korean makeup brand, in the Chinese market, the United States can eminence the basic." ”

At the beginning of 2013, the United States began to expand Cross-border electricity business, the company's main force gradually transferred to the Cross-border electrical business brand cooperation. In order to open in the Korean makeup brand business situation, poly-United States executives are constantly in between China and South Korea, at the beginning, they do not know what kind of method is effective, "walked countless detours, not method." "Liu Huipu said.

The most important problem is that you don't know what the user wants. "There is a huge gap between the popularity of overseas and the needs of Chinese users," says Liu Huipu, who has also surrendered a lot of tuition fees for nearly a year of testing. But as the United States constantly to their own findings feedback to the brand, and gradually won their trust. And in order to further enhance the emotion, for some time Liu Huipu said that he and these Korean brands to drink to stomach acid reflux can only sit to sleep. Chen Au thought Liu Huipu's argument was exaggerated, but this trip to South Korea, he found, is true.

"Cosmetics industry, is a highly questioned industry, we can only strengthen the relationship with the brand, directly from the brand to get the goods, and constantly to consumers to pass this information." That's all we can do. ”

Chen Au said.

It is sometimes frustrating to ask questions from outside. The young CEO has been under a lot of pressure since the launch of the "I speak for Myself" ad in 2012, and the pressure has intensified after the company's IPO on May 16, 2014. Especially in the "Cheung Peng Heng Sales leave" incident, because in the many electric goods involved in the platform was taken as a typical, the stock price fell sharply, the market value from the listing of 3 billion U.S. dollars, fell to half, now began to slowly rebound to 1.8 billion U.S. dollars. In order to restore Word-of-mouth, to ensure the quality of products, poly United States arm to survive, the treatment of scraping bone healing-cut off the luxury platform business, which also once affected the profits of the United States.

"The pressure is really big. "Chen Au Frank. In the past 3 days, we can also clearly feel his nervousness from Chen Au's face. February 4, Chen Au flew to Korea Seoul. On this day, it is also Chen Au's birthday, and the new NYSE's youngest CEO will be 32 years old. He asked everyone to have a meal at a Korean roast butcher's shop. Poly United States colleagues gave him a small birthday cake, lit candles, almost no one noticed, Chen Au silently Xu a wish. After blowing the candle, he said in a childish gesture of two scissors-hands, "22 years old." Liu Huipu laughs at him, one 2 is not enough, still put two 2.

Then, he sent a # Chen Au for you to purchase the microblog, said 4-6 days, 100 fans a day, send 100 sets of value thousand. He shouted Liu Huipu see that micro-blog, Liu Huipu look at the second half is surprised, half is joking blame: "100 sets, is 100,000 pieces, you really willing to send." "Although it is their birthday, but Chen Aojan look dignified, from time to time to see the micro-blog, and to return to the people of the forwarding and reading." "It's all for the day after tomorrow." He said to everyone, but it was like talking to himself.

6th, the dinner was held smoothly, more than 60 Korean brands came to the scene of the dinner, the big screen played Chen Au for their endorsement of the advertising film. At the end of the dinner, Chen Au mentioned the tweet, which read more than 100 million times, forwarded more than more than 500,000, and commented over 150,000. South Korean brands are surprised by the influence of the United States, the scene sounded a round of applause.

I asked Chen Au what he wished for 4th, and he smiled and said, "I can't remember." But he repeated the Chan true president at the dinner said a word: poly Beautiful Such a high-speed development of the electric business platform, let people feel the power of growth.

Cosmetics is a naturally counterfeit, highly questionable industry

This trip to South Korea, in addition to the brand convention, Poly-United States executives originally planned to visit 6 brands, and later, was increased to nine. Including It's skin, mystery Still, skin food, Chan True, Koreana (Golia), Leaderscosmetics (Li-Aids), rice, etc., are the best-selling brand in Han makeup, which is part of the most counterfeit brands.

Just a few days before the Korean line, there is news that the fake beauty mask through the sea Amoy purchase into China, the number of more than 100,000 Zhang, mainly through the circle of friends purchasing and other sales. According to the understanding in South Korea, these fakes come from a fake factory that Chinese people opened in Korea. Because of the unique Japanese facial mask paper, the production of this mask paper is limited, so, the mask has been in the state of out of stock. Chen Au to the global CEO of Li Posture, can consider to the priority supply of the United States, the other side also helpless stretched said, "I do not have much cargo." ”

In the Seoul, such as Lotte, Siam and other duty-free shops, such as the South Korean brands such as the counter, the tourists lined up, most of them are Chinese, the staff constantly to others asked the people repeatedly replied: This is not the goods. But the market, especially in places like Hong Kong, has always been in the supply-and, of course, mostly fake. This makes Li's posture also feel indignant and helpless, they also have to increase the strength of the crackdown.

Apart from the cost of research and development, but from the cost of manufacturing, cosmetics is undoubtedly a lucrative industry. All kinds of analysis on the cost of cosmetics on the internet abound, every kind of analysis tells people, cosmetics make profit up to more than 90%. There is no doubt that such a windfall can easily attract fake sellers to join and make people risk. "But, more exasperating is, we sell authentic, still every day some people say we sell fakes." "On the way back from the visit, Liu Huipu just turned to a piece of negative news about the US buying overseas," you see, someone else is black. It is because we do overseas purchases, the business of those who do purchasing the micro-business. ”

Because the United States to the overseas purchase as a key business in doing, these products are heavily subsidized, so that some products prices even lower than duty-free shops. This kind of low price, also easily let some users have doubts. Human mentality is sometimes very strange, will try to verify that "oneself on the". "There are users in the United States to buy products, will be compared with the products he used before, I think there are always some different places." "Chen Au said, once a customer who bought the beauty of the product must complain about the United States to sell fake goods, Poly-Mei had to send products to the Li to do the appraisal, the results come out, but the user is used before the fake."

"Cosmetics are a natural and easy to fake industry. ”

Chen Au helpless to say,

"We can do is to strengthen cooperation with the brand, direct purchase from the brand, and continue to convey this information to the user." That's all we can do. ”

"From Seoul to Beijing is only 1.5 hours, shorter than Beijing to Shanghai, our company is only 25 minutes from the airport." "At the end of each visit, Chen Au will always repeat this sentence, hoping to strengthen the interaction between the two sides, it can be seen."

Rapid rise of overseas purchases, poly-US short-term profits for users

"Now, the Korean brand in China more effective market promotion is, through the Korean TV series brand implantation, in the airport, railway stations and other crowded places to do the physical store display, and then, through Cross-border electric dealers do sales." "More than 3 days, Chen Au to every one he saw the Korean makeup brand to promote this concept." He felt that the practice of opening a special counter in a department store was inefficient and outdated.

With the development of electric business and the opening of policy, the Chinese survival strategy of overseas brands is changing. The United Nations statistics show that as early as 2012, China's overseas tourism consumption amounted to 102 billion U.S. dollars, for the first time surpassed the United States, Germany and other countries, become the world's largest international tourism consumer countries. Chinese tourists spend almost 3 times times as much as tourists in other countries. This consumption is mainly directed to luxury goods, cosmetics and high-end electronics.

Cosmetics is one of the important categories, the market share is not cheap. "Only the United States overseas purchase, 2015 years will probably have 3 billion yuan sales." "Chen Au estimates. Domestic, including the Le Bee, the cat, Jingdong, Amazon and so on have also joined overseas to buy the competition, the smoke of the atmosphere has been diffuse.

"Poly U.S. annual sales of 1.6 billion U.S. dollars, the equivalent of 1 Watson plus three silk orchid, we have to buy 20 million people, equivalent to the total number of women in Korea." "These are great attractions for the Korean makeup brand," Liu Huipu said. And the United States overseas purchase officially online one months, the product is always a grab and empty. The South Korean trip, but also in order to hope to be able to sell in the best-selling brand, can be released at the same time some new products and custom-made for the United States.

"Too many products to choose from, but it is very large cost." "Liu Huipu admits that in nearly a year of testing, also touched a lot of wall, the most important problem is, at first, do not know what the Chinese users really need." "There is a huge gap between overseas popularity and user demand", and some of the most popular items in South Korea are sometimes sold in the Chinese market. Poly Beauty in the brand from Korea to collect the information of the popular single products, and then use a small amount of single goods in the United States to sell the method, to the mass products in the continuous screening products. "The test was long and painful and we paid a lot of tuition, but anyone had to go through the process," he said. "Liu Huipu said.