Le Bee network PK poly U.S. Excellent product marketing war, my share and view

Recently, the marketing war and the Http://www.aliyun.com/zixun/aggregation/15618.html "> Price war" continued. About the marketing war, the author thinks that in the background of the more and more obvious flow effect of the integrated electric business platform, le Bee and poly-Mei excellent products need an eye-catching marketing campaign to prevent the decline of the vertical electric business; From the competition results of the two sides, the marketing of two sites did not distinguish the outcome, but the cosmetics online channels to benefit Compared with the integrated electric business platform, the biggest advantage of the Lok Bee Network and the Poly-Mei excellent product is professionalism, when two websites all expand the category, gradually to the comprehensive vertical website transition, to the user, they in the cosmetics net buys the domain the specialized sex also will be eroded, in and the comprehensive electric business platform competition or will slowly lose own core professional superiority.

Why do you want to play this marketing war?

One is afraid, the other is big ambition. Fear refers to the Lok bee nets and poly-Mei excellent products as vertical cosmetics, they face the competition of integrated Platform website, fear of their own living space and development prospects are poor. Standardization of products of the vertical electric trader is difficult to survive has become the industry consensus, in 2012, the beginning of the vertical electric dealers began to collapse, the beginning of 2013, a beautiful closure of vertical cosmetics today gave two websites a warning. In the face of the challenge of the transfer of traffic to the integrated electric platform, two websites need an eye-catching marketing battle to prevent the decline. Both of the ambitions of Dazhi and Poly-Mei excellent products want to get rid of each other as soon as possible, to become the industry's obvious leader. Two of websites advertise themselves as industry bosses through PR, but in reality the gap between the two is not too big. Regardless of the current financing valuation and future listing valuation considerations, it is important to maintain the industry's obvious leading edge.

The Lok Bee net and gathers the beautiful product to hit the price war, both will be serious loss?

A: Other categories, cosmetics are profiteering industry, although the Internet has been discounted, but still maintain a high margin. Whether it is poly-Mei or Lok Bee nets, product sales will not be "at a loss", at most only to maintain the sale price. Two of sites in advertising investment is very large, but the overall loss margin is not too big.

Lok Bee nets and poly-Mei excellent products This marketing battle who won?

Two of the Web site's marketing war did not distinguish the winner, but the cosmetics online channel won. Le Bee net February 27 Big promotion set target is 100 million, later announced the sales is 122 million, and gathers the good product to the supplier to disclose its March 1 target is 50 million, although its promotion day its website has not visited the question, but still can greatly surpass its goal. In terms of sales, there is not much difference between the two. Need to explain, no matter which website, from the order (amount) to the real out of the library (amount) will have more than 30% invalid orders, indicating on the Fengfengguangguang, in the face of real sales, two sites do not necessarily really satisfied.

The greater positive significance of this marketing battle is embodied in the positive promotion of the entire cosmetic online channel. Cosmetics and other categories are somewhat different, online channels do not get brand manufacturers, especially the international high-end brand's real attention. Cosmetics are a kind of vanity economy in a way, and the sales pattern marked by discounting is not in line with the positioning of some high-end brands. Compared with the offline channel, the right of discourse on the line is very small. L ' oreal, for example, in 2012, its sales in China for 12.05 billion yuan, its online sales accounted for less than 5%, in the past naturally will not tilt the resources to the line. The marketing war, whether it is the Lok Bee network or poly-US excellent products have mobilized a considerable number of brand manufacturers to support, from the objective education of brand manufacturers, which will promote brand manufacturers to recognize the importance of online channels and then increase the relevant support. The marketing war, Lok Bee nets and poly-Mei excellent products can not decide the outcome, but the cosmetics online channels obviously benefited.

Le bee nets and poly-Mei excellent products have sequoia background, whether the two joint hype?

Electric business is indeed "fried Chaogeng health", but the promotion of the war, the possibility of real competition between the two is significantly greater than the possibility of joint speculation. First of all, although the Sequoia is two of sites common investors, but it does not belong to the two companies have the right to decide the holding side, even if the intention to do, it is inevitable that there is too long to reach the suspicion. From the actual action of two websites, a series of head-to-head, apparently "hate" is greater than "love". Of course, if in the future to seek a listing, there will be Sequoia in the back of the two sites combined to package the possibility of listing.

Lok Bee nets and poly-Mei excellent product which is stronger, you look at which home?

Poly-Mei Excellent products in the marketing capacity, in the Web site technology also has a certain advantage (although its site on March 1 can not access the situation, but the technology is still more than the Lok Bee Network, which and the founder of the United States excellent products related to the technical background); The core advantage of Le Bee network is obviously its own brand and TV program, But the website's user experience aspect still needs to improve (Lafaso domain name has changed is good, but the website's revision still did not do well). The future success or failure of both, depends on whether to ensure their own advantages at the same time to quickly learn or offset each other's strengths.

Lok Bee nets and poly-Mei excellent products in the previous two years of sales, how the market pattern?

2011 Lok Bee nets, poly beauty products sales are 630 million and 400 million (only the statistics of their own website platform), 2012 Lok Bee net sales of about 1.5 billion, poly beauty Excellent product sales also more than 1 billion. Market pattern, Taobao represented by the Consumer-to-consumer accounted for 60% of the market share, and the 40% cat family accounted for more than 40%, Jingdong Mall, Dangdang and Amazon also have a certain share. In the field of vertical cosmetics, the leading advantage of the Lok Bee Network and poly-beauty products is obvious, but the ratio of the two in the cosmetics business market is not too high, the proportion of the whole cosmetics network channel is smaller.

What are the challenges for the future?

The competitive pressure of the

Lok Bee Network and the Poly beauty product is not only from the other side, but also the pressure and challenge from the integrated big electric business platform. The day cat and Jingdong flow polymerization effect is increasingly obvious, even Dangdang is inevitably to the client cat road. For cosmetics, on the one hand, high degree of standardization is destined to become a comprehensive electric platform of the key category; On the other hand, the safety properties of cosmetics determine that users will value the Web site's professionalism when shopping. For the Lok Bee Network and poly-Mei excellent products, to maintain in the field of cosmetics online authenticity and professionalism is essential, this is their response to the integrated electric platform core competitiveness. At present, the Lok Bee Network and poly-Mei excellent products in the establishment of authentic image of the stage, but the days of the cat and Jing-dong and so clearly can establish authentic image. In the more important aspects of professional modelling, Poly-Mei excellent products to adopt the way of entertainment marketing to the star-driven consumption; Le Bee network to take the contract to reach people in the field of beauty, the development of cooperative brands, in the professional shape of the above. In another field that embodies professionalism, that is, the development of private brand, two websites and international brand manufacturers, they have a considerable gap in research and development capabilities. Two sites are facing a risk is that when two sites are expanded category, gradually to the integrated vertical site transition; For users, their professional in the area of cosmetics online shopping will also be eroded, in the competition with the integrated electric business platform or will slowly lose their core professional advantages.

    Original articles, reproduced please indicate the Source: Huang (Research director of quality, the Internet industry analyst), Sina Weibo @ Huang.