Nala founder of the Li Zi Cosmetics Mall online before and after the psychological process

Absrtact: The development of the root electric business is almost stagnant, at the same time, the development of cosmetics is especially hot, the news of the IPO of the early poly-Mei excellent products is also in the uproar. April, cosmetics E-commerce company four Golden Crown store Nala (Nora) founder Liu Yongming official voice,

The development of the root electric quotient is almost stagnant, meanwhile, the development of cosmetics business is exceptionally hot, the news of the IPO of the early poly-Mei excellent products is also in the uproar. April, cosmetics E-commerce company four Golden Crown Shop-nala (Nora) founder Liu Yongming official Voice, the exclusive disclosure of the Li Zi Cosmetics Mall (www.lizi.com) before and after the psychological process.

It has been four or five years since the founding of Nala. In the past few years, the experience of the electric business has made me think, what is a really good model of cosmetics electrical business. Recently, we have opened the Laguna Cosmetics mall. I think we are starting to really find some accurate models, including goods, products, services, marketing and other links.

There have been some new changes in the number of cosmetics dealers over the years.

(1) Taobao Big C shop for the representative of a considerable part of the grassroots electric business has been stagnant and backward, this and Taobao's policy tilt, the standard, brand requirements are getting higher, there is no such "workshop-style" business opportunities.

(2) Second, cosmetics development faster, the Cat cosmetics, poly United States, Le Bee, the only product will, Beijing East beauty Makeup and other rapid development. Cat Cosmetics to seize the brand flagship store opportunities, Poly-Mei excellent products through group buying mode and a large number of ads quickly seize the eyeball. In recent years, cosmetics dealers began to erode the traditional department stores, ultra, franchise stores a large share.

(3) A variety of new Internet cosmetics brand development strong. Including Liv, PBA, Han Yu and other new brands rise, and some sales have been comparable to the line under the domestic big-name or even international big-name.

(4) Cosmetics network sales channels of the supply chain is rapidly standardized upgrade. More and more brands and even brand-name goods began to pay attention to the power of each sales channel authorization, norms. In the past, both traditional and electrical channels are difficult to imagine.

There are always some needs that are not satisfied

The first Taobao cosmetics Big C shop, lemon green tea and other cosmetics are the real pioneer of electric business. There are always some pioneers in every industry, but if the pioneer can not keep up with the changes in the industry, it is easy to step back in the industry tide. Big C in the development to the annual sales of billion, are faced with business management, supply chain, talent, legal and financial standardization, brand-building and other new topics, the successful Challenger transformation continue to move forward, such as the East Art tea industry, han all clothes, crack silk and we nala, but most of the big C step by step backward or stagnant.

As I have a few years ago, the essence of cosmetics industry demand has not changed, at the bottom or genuine safety, followed by the accurate choice of goods, and finally the brand and price.

All the positioning and mode of Lizi Mall revolve around the essential attribute of consumer demand in these industries. I don't think today's Day cat beauty and other platforms can be a good solution to the network to buy cosmetics girl's needs, and not for cosmetics this brand special experience optimization.

That's what I've been doing.

What's Lizi going to do?

First, the protection of authentic goods. With the industry's channel norms, we have thoroughly safeguarded the source of all goods, a large proportion of goods from the brand directly authorized. In the future we hope to achieve a new internet shopping experience where consumers can know from where and when to sell and when to start using cosmetics in a way.

This year, we also signed with PICC Chinese insurance for the first of the National cosmetics manufacturers of an order authentic underwriting contract, all the friends in our platform, can get a genuine insurance policy. In addition, we will and brand manufacturers, manufacturers, agents have more interaction presented to customers. Hope that these work can really solve the net to buy cosmetics genuine, licensed and so on concerns.

Secondly, to give customers accurate choice of goods. I have always believed that, in recent years, E-commerce has made a lot of progress, but only really began to return to the real concerns of goods and services, only to update the breakthrough. And these two, the progress of the past few years is not fast, more progress in logistics, price discount war, brand explosion and so on.

Lizi Brand emphasizes the specialty of cosmetics category, the goods, products, services and marketing of cosmetics are more suitable to the consumer demand of cosmetics. We used to catch some women buy cosmetics users need more accurate, but not enough implementation, not to the extreme. I want to be the best at this specialty on the new Laguna website. I still think that today's other cosmetics electric dealers and so do not have a big cut out this category should have some professional characteristics. For example, cosmetic people have a latitude distinction is very obvious is to buy European and American cosmetics, buy Japanese and Korean cosmetics and buy cosmetics, is totally three people. If you recommend a new Amoy brand to a long-time buyer, the user's transformation and experience is not good. We'll spend more energy on it.

60 seconds to grab cosmetics

Cosmetics people need to communicate education exchanges, and the behavior of clothing is not the same, the greatest demand for clothing is style, behavior is to stroll, turn shelves, try to wear. Cosmetics is to find their own accurate useful things, like buying medicine, need to ask, need to see others, and people talk. We want to let the product details picture questions and answers, purchase consultation, User account Center, customer im these more in line with cosmetics needs, and no longer the same as other customers, and then combined with the mobile phone side, more in line with some of the application scene requirements.

Then talk about a very important demand in consumer goods shopping, that is, the demand for brand and price. The trend of consumer goods is from inferior to high quality, again from high quality to personalized quality goods process, I believe that many of the future segments of high-quality single products or brands will have a huge opportunity, each brand in fact, the advantages will be more inclined to their own more good at manufacturing production of those single products, the internet is called the explosion, the comparison example is millet, The iphone only does one at a time.

Price, the emergence of E-commerce, shorten the circulation of commodities chain, greatly improve efficiency, abandon the traditional information asymmetry and supply barriers caused by man-made unfair spreads and profits, so that every customer pay more to implement the goods, and the brand's attributes still exist, more to reflect the overall experience behind, This is a major change in the retail business. So the price advantage or the new price orientation of the electric business is unavoidable to some extent. Millet mobile phone's super cost-effective, taxi app market in the user subsidy, the essence of the new Internet price and value system restructuring.

One of the important products we've launched is 60 seconds to grab cosmetics, this is distinguished from the current mainstream inventory of special stores, poly-cost-style group purchase and other models, to create a fun, fun, extreme good merchandise, brand-name genuine goods, the ultimate ultra-low price, package mail, using Shun Fung and other such experiences. This is also a play on the price of a try to give the Li son of the consumer some good experience.