Poly Beauty is the next only product will or when?

Poly-Mei Excellent products in the weekend submitted to http://www.aliyun.com/zixun/aggregation/10074.html "> U.S.-listed Prospectus, and published its own financial data, as a beauty makeup of the vertical electricity quotient, Poly Beautiful product future become the next only product will or Dangdang?

From the financial data published by the United States, we can see that its intention to compare itself with the only product is very obvious, and this report seems to be in many ways even more beautiful than the only product.

For example, its mobile orders accounted for, Poly-Mei in 2013, mobile end of the sales accounted for up to 49%, and only the goods will be 23%, Jingdong 18%, Dangdang for 10%. This is a popular concept in mobile internet now.

For example, the repurchase rate, poly-US 2013 repeat purchase orders accounted for 88.9% of the total number of orders, which is an eye-popping figure, compared to the so-called repurchase rate of the king's only product will (73.8%) still higher. Coupled with the United States and the only product will be the same as the sale of flash mode, and compared to the only product will be, Poly-Mei is seven consecutive quarterly profit, is the United States will become similar to the only product will be like the next demon stock?

A shark (micro-signal: southsharker) but think, poly beautiful earnings behind, but it is difficult to cover up in the industry and positioning two major aspects of the fatal worries, the two curse lingering. Looking to the future, if the two major problems can not be resolved, poly-Mei not only difficult to become the only product will be more likely to become another vertical electric business-Dangdang.

The first big worry is "online shopping cosmetics is a fake" curse, will be a serious blow to the future development of the U.S. makeup electric, which is the brunt of the impact of the pure makeup of the electric quotient of beauty. The March 1, 2013 of the United States and the Le Bee War, let these two vertical electric dealer hot whole net, however two fights, each other attack fakes also let all beauty makeup electric dealer reputation sweeping, "net buys cosmetics is a fake" curse began to haunt the Le Bee and poly beauty, become lingering nightmare. This curse also directly led to this year's 3.1 in the Le Bee, Poly mei and Jing Dong Three of the beauty of the electric business World War deserted.

In fact, the root cause of this fake curse is not the fierce competition between the electric dealers, but the channel pattern of cosmetics manufacturers. At present, the first line of international cosmetics brand channels are using offline channels, there is basically no authorization to the electric dealer, which leads to the failure of the consumer to trust the first-line brands purchased by the electric dealers and the information cosmetics manufacturers, and the cosmetics manufacturers will declare "we do not authorize the sale of electricity dealers" in order to protect the offline channel. At the same time, cosmetics online channels will also be in order to confuse, and flatly will users buy goods in the electricity business called "fake." Worse, the pattern will be difficult to change in the foreseeable future. What's worse, female users, in order to the United States, in cosmetics to pursue a first line of international brands rather than cheap and easy to use domestic brands.

The second major worry is "vertical electric quotient will die" curse, poly-United States lack of back behind the background, will be difficult to ensure future flow input. Electric business industry is full speed integration, the current basic appearance of Ali and the Beijing-East and other integrated electric business giants, and the vertical electric business is becoming increasingly marginalized, vertical electric operators in order to survive the existence of forced to choose to live Cat or Beijing East such a comprehensive electric business. When the settled days of cats, shun Fung preferred to be located in Beijing-East is a landmark event. Indeed, with the speed of the user's pace, it is difficult to remember the corresponding URL for each category, fool-type on the ground to become their inevitable choice, and large Evergrande become the fate of the electric business industry.

Magnified to the Internet industry, the electricity business for the flow of the vital needs of the waterfront, find the Godfather. Even for the Beijing-east such a comprehensive electric business, all need to recognize Tencent as the godfather to take the mobile era of the ticket, let alone vertical electric business. Le Bee recognized the only product will be godfather, when and a store holding group heating is so. Poly Beautiful Marketing has been doing a very special feature, such as Chen Au for their own endorsement of the ads and "Women's Public Enemy" and other implants are such, but the United States did not backstage, simply rely on their own clever marketing can not meet the fierce competition of the United States makeup electric dealers. Le Bee in the only product will be able to occasion only product will be female user resources, and Beijing East is said to be the U.S. makeup category into strategic business resources to support the big strength, facing only the goods will and Jingdong (Tencent) Big backstage, Poly-Mei is obviously not a measure.

For the United States in the mobile end of the share ratio and repurchase rate on the beautiful performance, also not too optimistic. The nature of these figures is also due to the beauty of the Flash purchase mode and the focus of the SKU. Because it is a flash purchase, users need to buy at a specific time, decided to use mobile mode more convenient to rob anytime, this is the mobile end of the reason for the ratio. And the high rate of repurchase, it is because the United States using selected goods, media show the way, the whole of the United States is not only million, and hot explosive products are only hundreds of species, which is the main reason for its high repurchase rate.

Dangdang was once the leader of the electric business industry, the hope that the use of listed soar, but halfway to kill the Beijing-east, will be Dangdang marginalization. Poly United States is currently standing at the same crossroads, but only rely on beauty makeup, difficult and rely on clothing will be analogy, if the above two curses can not be resolved, it is likely to repeat the mistakes of Dangdang.

Xxxxxxxxxxxxxxxx

A shark in the South (micro-signal: southsharker), the Internet Fortune Teller, on the development of the industry to know the trend toward the news behind the gossip anecdotal, under the Internet and your combination of G-point!