The collective failure of small cosmetics brands is coming

Absrtact: Baidu Weight query Webmaster Trading Links Exchange Web site monitoring server monitoring and monitoring of cosmetics small brands of collective failure of cosmetics small brand, do the cat, in the end how difficult? Believe in the struggle inside the classmate deeply helpless, especially those

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--the trend of collective failure of small cosmetics brands

Cosmetics small brand, do the day cat, in the end how hard? Believe in the struggle inside the classmate deeply helpless, in particular, those who have just entered the brand, 2 million, is the start of the shop price, late investment is a bottomless pit, but the production of the cat, the poor, every day to do thousands of yuan turnover is difficult, more sad is that even if the sale at a loss, also nobody, So 9.9 yuan package mail, 8.8 yuan, 7.7 yuan parcel mail big line, price war, has no advantage to speak of.

I used to think that I would do a through train. Will do the through train, will be able to do the shop well, the brand well, you can make money, now found through the train really bad, that PPC has reached the limit of human business, a 10-point keyword, out to 50 yuan, also not necessarily able to win the first page of the booth, That ROI, but also really hurt, can do 1:1, and can spend money, is a miracle.

Later, wake up, cosmetics must do the brand, do the brand will do drilling exhibition, then the diamond show the era of the road is coming, especially a "Liv", through the diamond show to build the success of the case of the brand, so that countless people admire, so that countless people to read the carving, carving ye advocated "long tail effect, market segments, do not ROI" And so on theory, let a lot of small sellers know, do day cat Taobao, originally also want to learn marketing. The success of Liv, Diamond Show and brand relationship, so that everyone to the diamond show worship, than through the through train is also terrible, because the diamond show more burning money, not ROI, and then ... We understand, the original, the brand is not just a diamond show, but not only to burn money, but is a lot of small sellers of the decapitation road.

Through train, drilling exhibition is not good, Taobao guests, it seems not good, because the big Taobao customers do not bird you, small Taobao customers can not find you. Then do activities, activities saved tens of thousands of sellers, but also made a lot of brands, because rely on a good deal, 2011, 2012 achieved a large number of Amoy brands and offline brand. Activities, is almost cosmetic brand, do the day cat Taobao's last resort, of course, because the activity has made more brands, the success of the case is particularly many, so, everyone started crazy activities, activities, as far as possible to do activities.

When everyone is crazy, the problem comes, the activity means discounts, who discount, who can sell better, and then everyone knows, 9.9 yuan parcel mail came, 2012 entered the most crazy era of 9.9-dollar packet mail, especially when the 9.9-dollar package can make money, the whole industry is crazy, madness means expansion, expansion means blasting.

9.9 Yuan Package mail, big recruit achievement of Jiahe help!

Innovation is an industry's lifeblood! When the innovation applied to the price war, who can compress costs, who can make money, business model decided this day cat Taobao 9.9 Yuan packet mail the craziest era. The king of the liquid, created a business model, called 9.9 Yuan package mail, one year I can earn hundreds of thousands of, and then the whole Taobao cat cosmetics industry are crazy, and later, we found that the 9.9-dollar package can also make money mode, in fact, is not what a difficult thing, 9.9 dollars in the most crazy era of mail, when there are the world's 60% The makeup of the production base of the assembly to do 9.9 yuan parcel mail, is how crazy things, then, the Golden Harvest gang appeared.

If it is a seller to sell 9.9 yuan, then the impact is not very large, but if it is a group of people, or a bunch of people, do 9.9 yuan Mail, then the industry is crazy, and even crazy. 9.9 Yuan Parcel post, let the Golden Harvest help fame big earthquake, want to let others die, let him crazy first, this truth is invariable. When the people led by the golden Harvest crazy 9.9 yuan shipments, suddenly found that many brands 9.9 yuan also sell not move.

Many people say that consumers are spoiled. In fact, consumers are the beneficiaries of business competition. I have been predicting Taobao cat cosmetics market Development:

03-08, is the world of parallel imports, is selling international big-name world, this period, the achievement of small, pig hum less big C.

08-11, Amoy brand rise, by the low price and rapid response, this time, the achievements of the royal mud square, membrane method, PBA and so on.

11-13, the domestic three or four-line brand into Taobao, relying on the genuine counter counters, the achievements of the brand, such as Aphrodite, Flower Brewing

After 13, the domestic one or two line brand into Taobao, day cat Taobao market slowly mature, competition Red Sea appears.

What about 15? International big-name?

So, 9.9 yuan package mail, selling is normal, because everyone in the 9.9-dollar package, and, they still so-called big brands in the sale of 9.9 yuan package, why do you attract consumers? Even if you sell 8.8 dollars!

9.9 Yuan Package mail, Vichy Olay Beauty skin Treasure Han Yu also play!

2013, who played the most ferocious 9.9-dollar packet mail?

No doubt, it's Han Yu! Only 2 months of time, you can take the BB cream class to understand, let PBA this depends on BB cream to eat, ate n years of the big guys also alarmed. by what? It's a 9.9-dollar package! A trick to kill, all the way cloak. Short time, the achievements of the Han brand several shops.

And, of course, the beauty of the treasure, is also very fierce, starting from 2011, the 9.9-dollar package to achieve the ultimate, has been strong for 3 years, a full 3 years of time, on a strategy, 9.9-dollar package of big strokes, achieved the beauty of the status of the Treasure line, sales ranking has been in the top 30.

2013, Vichy, Olay and other so-called international brands, but also in the sale of 9.9 yuan, and how can we let consumers accept our 9.9 yuan package mail? When consumers are accustomed to even the domestic big brand, the international brand 9.9 yuan parcel mail all feel worth 9.9 yuan of time, our road where? Sell a high price? Or continue to reduce prices? Obviously, selling high prices, not small brands can't afford to play, so,

9.9 Yuan Package mail, really sell not move, 8.8 yuan package mail, 7.7 Yuan package mail in continue!

Poly-Cost, 9.9 yuan to get together on the mail!

Prices are falling, madness continues, we do not want to raise prices, but we do not have a better way. 7.7 Yuan parcel mail sell not move, 6.6 yuan Bar, 6.6 Yuan does not move, 9.9 dollars on the cost, and, now the business model, so that we can do even with postage, virtual high auction fees, or can make money. Then we understand, the Poly cost-effective commodity group, slowly do not give force, before, a single product can do hundreds of thousands of of sales, now a single product can do how much? Do not good, can only sell hundreds of pieces, but also need to brush their own thousands of pieces.

Because of the 9.9-dollar packet Mail on the gathering, slowly the cost of the bargain is also getting lower, the lower the more sales do not move, the more sales are also lower, 29 yuan to 49 yuan, is almost a cost-effective cost range.

But consumers have been accustomed to, and we need to survive.

It's not worth selling!

When paid tens of thousands of yuan auction fee, when not the lowest price, when still uneasy, the cost is really sold not move. Look at the international brands now, look at the Poly brand, to see the domestic brand of a good price, they are also getting lower, and why consumers choose you?

Poly cost-effective, slowly let consumers understand, even if the cost, but also pit Niang time, how do we break through? There is no breakthrough, we may slowly tide out.

Small brand, where is the opportunity?

When the industry is crazy, how can we go on when the closed shops come in waves? Through-Train A click, I believe that soon to 10 yuan; Diamond show a click quickly up to 5 yuan, but the ROI will only be getting lower, the cost of promotion, it will be hard to believe, just as people do not believe, One PPC in the 0.1-dollar through train, no one is willing to do, and now the through train is Shing, the cost of promotion will only become more and more high, breathing costs will only become more and more frightening.

But the more crazy, the more opportunity? After the break! The small seller, the opportunity outlet, lies in the innovation, lies in the product, lies in the marketing, lies in the team!

Sina Weibo: @ Wu Zhihuan

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