Merchants talk about the open platform of Poly-Mei Excellent products

Abstract: Only by selling cosmetics listed, Poly-Mei excellent product story is not so beautiful. Therefore, in its prospectus, the two major figures related to the future growth of space are particularly concerned by the capital sector: first, mobile sales accounted for 49%, and the second is open platform sales accounted for 14.

Only by selling cosmetics listed, the story of Poly-Mei excellent product is not so beautiful. Therefore, in its prospectus, the two major figures related to the future growth of space are particularly concerned by the capital sector: first, mobile sales accounted for 49%, and the second is open platform sales accounted for 14.5%.

In this regard, from a number of clothing, bags and household brands to understand that, and mobile sales accounted for, they are more concerned about the operation of the Open platform. "The PC end and the mobile end of the fragmented view is not scientific, the PC side sell well, mobile end will sell well, now the platform is to move the old customers down, the overall operating level is the king." The development speed of the open platform is more related to the immediate interests of the merchant, and it can show how big the space of the growth of poly-beauty is. ”

Photo: Home Page screenshot, extended category mainly clothing, bags and home

However, the current situation is that most brands are generally reflected in the United States excellent products open platform sales on the low side. "To clothing category for example, now our main channel or the trend of the cat and the only product will be mainly, even the Jing Dong and when are almost reduced to ' chicken channel ', the United States is even worse, only slightly better than the guests." A woman in charge of Internet brand said, the United States excellent products on the open platform of sales only the goods will be one-tenth.

For businessmen concerned about the listing will not be able to reverse the current situation, billion power network links to a number of senior sellers and electric business practitioners, they analyze poly-Mei excellent products to do open platform will encounter three major obstacles.

Barrier one: Poly beauty does not sell clothing genes

It is reported that the IPO prospectus of Poly-Mei Excellent products only announced 2013 revenue revenue of 483 million U.S. dollars, open platform sales accounted for more than 14.5%, as well as a general description of the supplier and the third party merchants about 1700, so, the outside world can not really grasp the average annual sales of poly-United States and third-party products real situation.

To this end, billion power network linked to a number of poly United States Third-party Merchants, the feedback is that the general mid-range women sellers can sell 50,000 to 100,000, spring and summer can sell 10,000 to 50,000. Medium-and low-end women's shoes on the United States promotional activities in the first issue of sales will not exceed 100,000. Overall, the United States excellent products on the open platform of sales growth slower, in the business view, more suitable for the death of inventory.

Why active users have 10.5 million of the United States excellent products, open platform sales have not been able to rapidly rise?

"Chen Au is not a clothing person, their team is the flow of marketing blood, the control of clothing and understanding is still far from enough." "An exit from the United States Open platform luggage brand to tell billion power network, this is the United States open platform of the fatal injury."

Embarrassing situation is not only the United States, Jingdong and Dangdang since the open platform, clothing, bags and home has been its focus on the category, but has not set a threshold for competition. By the merchant as the day cat, only the second echelon of the product will be.

A person with many years of experience in traditional retail business analysis, insiders, electric business across the category operation, no platform to imagine easy. "Cosmetics are standardized products, clothing, bags and home is a semi standardized products, although also targeted at female users, but the operation is completely different." ”

Obstacle two: only to make followers difficult to transcend

With the rise of special selling mode, Poly-Mei excellent products and only products will be both business model, or category are highly coincident, destined to fight head-on. "First, regardless of the only product will have established ' the largest clothing brand special selling platform ' This first-run advantage, only from the reality of the situation is to gather beautiful products difficult to spell." "In the two election one", the attitude of the brand is most inclined to the only product.

First of all, the only product will cooperate with the merchant has been successful experience, the process is relatively mature. Most businesses choose to give up the main reason for the United States is that the more willing to work with the only product will go together to reach a long-term framework of cooperation, "although the only product will be very stringent investment policy, buckle point is higher, but the merchant more value only goods will bring sales." ”

According to the only product will cooperate with the merchant feedback, only the goods will be selected in the merchant set the threshold: Poly United States does not require the merchant warehousing, so there is no sold out rate requirements. On the contrary, only goods will require merchant goods warehousing, and in the warehousing before the merchant has been selected for inspection, if the merchant sold out rate of less than 60% is easy to be eliminated, this also forced the merchant cannot repeatedly on the old paragraph. In addition, in the price control, only goods will require brand manufacturers to supply the lowest, poly-US requirements than the entire Network flagship store 5% can be lower.

Second, only goods will be so strong to the business, because it has mastered a large number of users, and a part of the benefits of feedback to consumers. "Only goods will be tough for businesses, the benefits are consumers." In the new speed and cost-effective, only products will hit the consumer pain point, but also set the industry service standards. It is because of this, only the goods will have a group of customers at 380 yuan per unit of users, this is the cat platform is very coveted. "Business feedback, followers of the United States in the supplier and users have no core competitiveness at both ends, which can impact on the only product will be such channels, in contrast, lost control."

In addition, a high-end women's brand electric dealer analysis, Poly-Mei excellent products can be differentiated with the only products, the main to do in low-end brands, but the result of this is facing the threat of gradual marginalization. "E-commerce development to any stage, clothing is present in the brand Store + discount stores + three kinds of market." Brand stores and stall is the big head, the middle of the discount store is the traditional channels to supplement. Only the product will be big, one of the most important reason is the brand Store Day cat in the walk of the obvious downhill, gave the only product will leave an opportunity. ”

Obstacles three: the self-category can not be difficult to drive the open platform

In fact, whether it is the traditional retail business or e-commerce, open platform early development, a large extent rely on the drive of the proprietary platform.

And for the United States excellent products, there is a fatal problem has not been resolved: Online cosmetics difficult to exclude fakes and parallel imports of suspicion, in the brand is not high reputation. "In high-end cosmetics or by the main line, the unofficial channels on the line has always been excluded." ”

The attitude of middle and high-end brand to Poly-Mei excellent product determines its scale and user quality. "If you can handle the big brands, let them take up the genuine goods to sell, poly-Mei can take a big step, otherwise can only go in the low-end route, sell and sell parallel imports, attract the low-end users." "A female shoe brand to tell billion power network, poly American users to the one or two-line city of low-income young women mainly, although the overall customer unit price is passable, but the purchase strength is limited, the price of a single product is more sensitive."

Listed prospectuses show the customer unit price can also be corroborated, Poly-Mei excellent products for 22.7 U.S. dollars, only goods will be 34.7 U.S. dollars, Beijing East for 64 U.S. dollars. The above business analysis, Poly-Mei excellent product customer unit price is relatively low, and consumers buy cosmetics is a few products to buy, reflecting the price of a single product of the United States is lower.

Customer purchasing power directly determines the growth of the open platform sales. Warburg Pincus Capital Consultant, Dangdang former COO Huang Jo once analysis, Dangdang open platform to do boutique department is not easy, the reason is book buyers consumption capacity is limited, with a higher unit price products. "Relative to Jingdong, Dangdang is a small volume of companies, they do not move that market." This can not learn Jingdong, because Jingdong users buy 800 pieces of things, and then he bought 200 pieces of department stores, which can be moved. When the user is to buy 50 pieces of the book, you want 50 of users to drive 200 pieces of department stores, it is very difficult. ”

In the association of many third-party businesses, some brand-name companies, and there is no official directly authorized by the United States and the open platform for excellent products, in poly-beauty products in the special sale of the mall to see most likely agents for its supply. "Each platform user group attribute is different, enter gathers the beauty, is the hope sales expands or the brand premium?" The platform is surrounded by capital and we are worried that bubbles will be generated next year. Gathers the United States to do the open platform is seeks the scale increment, in the new expansion category has not matured the situation, our brand merchant is not willing to do the mouse. "A woman Amoy brand pointed out that the brand into the platform to seek an increase in the era has passed, at this stage more willing to find a stable partner."

For the United States excellent products in the open platform is difficult to have a big development, but also the industry analysts believe that the recent two years of rapid development of mobile power, small and beautiful vertical electric Chamber of Commerce more and more, poly-American excellent products rather than do all-inclusive and refined. "MG Mask Annual sales also have 1 billion, wireless end users more and more subdivided, similar to such as MG mask brand or channel business is bound to be more." Poly United States If the open platform does not do well, the platform will also be eroded. But to do special and fine need time accumulation, as a direct flow to cash easily, for the listing after the United States, rapid income is the most important thing. ”