Poly-Mei Excellent products founder Chen Au Bo said "to Korea to make purchasing"

Absrtact: After all the visits in South Korea, Chen Au and the other two executives of the United States will pull each other's corporate leaders, high-level photo together January 16, the popular Korean drama "Pinocchio" finale, in addition to the play in the Darren couple, Poly-Mei excellent product of the trademark small powder box is also

After all the visits in South Korea, Chen Au and the other two executives of the United States will pull each other's head of business, senior group photo together

January 16, popular Korean dramas "Pinocchio," the finale, in addition to the play in the "Darren Couple", Poly-Mei excellent product landmark "small powder box" has also attracted much attention. Then Poly-Mei excellent product founder Chen Au Bo said "to Korea for purchasing", and in the evening of February 6 dinner, invited to participate in Korean cosmetics brands.

In South Korean media, "Asian economy", the dinner symbolizes the large-scale entry of Han makeup into the Chinese market. Because of the enthusiasm of the brand business, eventually the United States had to increase the original 30 brand to 60.

Han makeup brand to gather the United States excellent products are not surprising, since the United States excellent products online overseas purchase business, Han makeup sales performance is very good, skin1004 "zombie Mask" has been in the open sale of 6,000 copies, the number is the Korean cosmetics brand as a sales miracle.

But the already conquered South Korean market does not represent the whole of the company's overseas purchases, Japan and even Europe and the United States markets remain foggy, the young firm's new overseas business will face more challenges.

Priceless photo

In addition to the brand dinner, poly-American executives originally planned to visit 6 brands, then the number was increased to nine. Including It's skin, mystery Still, skin food, Chan True, Koreana (Golia), Leaderscosmetics (Li-Aids), rice, and so on, these brands without exception, are the best-selling brand in Han makeup, another common feature is the number of counterfeiters.

At the end of all the visits, Chen Au and the other two executives will pull each other's business leaders, high-level group photo, after the photo Chen Au also don't forget to ask Poly beauty PR: "Put this picture under the authorization book." "Perhaps in the heart of Chen Au, these photos are priceless, even more than the brand vendor's commitment to supply."

Just two days before Tencent's technology arrived in Seoul, the Korean cosmetics industry had just burst into the biggest fraud scandal. Fake Li posture mask through the sea Amoy purchase into China, the number of more than 100,000 Zhang, mainly through human flesh and other models of sales, and these fakes from a Chinese in Korea opened a fake factory.

More fakes from "Export" mode, from China's fake cosmetics, pulled to South Korea's small duty-free shop for sale, and then those people purchase, or even counterfeiters back to China. These realities mean that the so-called "sea Amoy No Fakes" myth has been laid bare.

From the cost of manufacturing alone, cosmetics is a lucrative industry, because there is no research and development costs, the profits of counterfeit goods are basically up to 90% or more. In Chen Au, cosmetics is a natural easy to be fabricated industry, and the channel can do only try to take the goods in the brand directly: "We can do is to strengthen cooperation with the brand, directly from the brand purchase, and constantly pass the message to the user." That's all we can do. ”

The Chinese in the Myeong-dong

China's E-commerce Research Center recently released data show that 2013 China's overseas purchasing market transactions amounted to 76.7 billion yuan, up from 2012 year-on-year growth of 58.8%. By 2018, China's Cross-border online purchases will reach 35.6 million, a trillion-dollar scale. United Nations statistics show that as early as 2012 China's overseas tourism consumption has surpassed the United States, Germany and other countries, become the world's largest international tourism consumer, and this more than hundreds of billions of dollars of consumption is mainly to luxury goods, cosmetics and high-end electronic products.

Search engine to "myeong-dong + cosmetics" for the keyword search, the relevant information more than 1.1 million, some fashion sites will be directly called the "Cosmetics Holy Land." In the Seoul-dong-dong-free Shop cosmetics counter before surging Chinese head can directly see the Korean cosmetics in the domestic popularity.

According to Tencent Science and technology, most of the user's purchase amount is over million, or even some users of the purchase amount of more than 100,000.

For Korean cosmetics brands, the Chinese market is very important. The main reason is that the Korean cosmetics brand is numerous, only Seoul and the area of the Jing ' an region has the size of the brand nearly hundred, the huge Chinese market is naturally their best choice to improve performance.

Previously, due to the opening of a special counter to be approved and costly reasons, the vast majority of Korean makeup brand has not opened a special counter in China. It is clear that the electric dealers such as the United States for these brands, is a convenient and efficient access to China's channel.

Constant price war

Poly-Mei Excellent products in the overseas purchase strategy is very simple and rough, with three words can be summed up: price war. This seems to be in line with Chen Au's personality, the Tencent technology, said, "The speed of overseas business is the company's focus on supporting the direction of the force, the momentum is very fierce, it will naturally offend some people." This year, the company in logistics and tax subsidies of 1 billion, but also to dominate overseas market. ”

February 4, Chen Au flew to Korea Seoul. At the birthday party he sent a # Chen Au for you to purchase the Weibo, said 4-6 days, 100 fans a day, send 100 sets of value thousand, which means at least 300,000 direct input.

This kind of generous nature brings a good concern, only 3 days later, the micro-blog read more than 100 million times, forwarding more than more than 500,000, comments also more than 150,000.

In senior vice President Liu Huipu, a short period of time in the United States excellent products overseas purchase business will not bring too much profit, but this is an important trend of the electrical quotient, poly-Mei excellent products must stand in the Tuyere.

Chen Au to Tencent Technology said: "The focus of the future is definitely to lose the way to change market share, but the United States excellent products before the profitability is good, so we will not become a huge loss of the company." ”

In the eyes of Chen Au, Poly-Mei excellent products in the future the main profit point is still in the private brand, now the large investment in Cross-border electric field is mainly hope to be able to stop in the tuyere position, and enlarge the size of the user, so that poly-Mei excellent products at the end of their own brand development speed

Han makeup experience difficult to copy

Dinner on the vodka let the beauty of the Korean makeup strategy looks all smooth, but there are still some problems in the subject of the constant electricity commodity card.

The first is the Yahuo problem, because the adoption of direct mining mode, the basic is cash transactions, and returns difficult, which means that once the inventory squeeze, is a fatal blow to the company.

Chen Au gives the solution is large data and pre-sale: "Poly beautiful products accumulated sales data and Korean makeup brand sales data for comparative analysis, targeted stock." At the same time will be in the future and Korean makeup brand more communication, customization, pre-sale are advancing. ”

Liu Huipu's answer is more simple: "Only to do the Chinese consumer certification of the explosion, as far as possible not to do long tail." "And Poly-Mei excellent product co-founder Daiusen Tencent Technology, said the current poly-Mei excellent product brand is basically in the high-speed purchase of high-speed shipments of the situation, turnover rate of only about 20 days.

But even if the Yahuo inventory problem can be solved perfectly, another trouble is winding up the young enterprise.

Compared with the enthusiasm of the Korean brand, our other neighbour, Japan, looks conservative and steady. According to Japan's many make-up brands are using family workshop type production of one or two kinds of single products, so many brands, small production. Poly Beauty products with a local production mask star Enterprise to negotiate orders, the results need half a year later to get the required clothing, because this pure handmade workshop only 5 employees, and do not want to poly-American products or any channels to expand production capacity.

The bigger challenge comes from the European and American brands, which have been indifferent to the electric dealers because of the counter system for many years.

And Chen Au also admitted to Tencent technology, the current European and American brand direct mining difficulty is relatively large, now set up two small teams in these two markets to explore.