The failure of the traditional shopping malls to create aesthetic fatigue

"No holiday to create festivals to promote", Taobao double one is the best interpretation of the concept of the electric business. Yesterday-"5 20", homophonic "I Love You", which originated from the network "password language", and was tightly seized by the electric business to become new business opportunities. Le Bee, Poly-Mei excellent products, such as a number of beauty makeup electric business Site "5 20", "invariably" Qi Qi launched a large-scale promotional, this time, the launch is including Paris L ' oreal, the mainstream cosmetics brand price war. As much as 50 percent of promotional efforts, the traditional department stores have been injured again.

Li to help le bee get ultra-low discount?

It is reported that Le Bee network "5 20 network Valentine's Day" promotional activities, including L ' oreal, such as the promotion of cosmetics, promotional efforts of the big people stunned. One of the Paris L ' Oreal brand launched 200 minus 100 activities, the discount reached 50 percent, attracted a lot of people online "blood spell." Such a strong discount promotion, for mainstream high-end cosmetics well-known brands, is rare.

Le Bee network related to this said, the L ' oreal 50 percent promotion, is based on l ' Oreal and Le Bee network reached strategic cooperative relationship, "such strategic cooperation including L ' Oreal brand licensing and many other levels," the official said, "Both sides have input, in order to achieve such a discount." "But he also points out that 50 percent promotions are limited to May 20 events, and daily sales will not be the same discount."

Electric dealers in the network to create festival promotion early history, such as Double, "4 19" and so on. However, cosmetic areas due to the main international group control, the lack of cosmetics group support, cosmetics in the field of the festival is difficult to have a big response. The Le bee shout out full 200 yuan to reduce 100 yuan, mainly because have L ' oreal this cosmetics group backing up.

At present, L ' Oreal operates in China's products have Paris l ' oreal, Maybelline, Lancome and other 20 brands, but not every product will participate in the promotional activities of the electric business. "The company will choose different delivery strategy and activity strategy in different channels, which involves the whole company's internal business development strategy, which does not affect the offline shipping channels, but also the online sales." "L ' oreal related staff told reporters, in addition, brand positioning will also affect the promotion efforts."

L ' Oreal is not willing to comment on the promotion of the Cooperative network. However, some insiders said that the Lok Bee net can get the backing of L ' Oreal, and the founder of Le Bee, host Li working background is not unrelated.

70 percent is the bottom line of the electric dealer discount

Relevant industry insiders told reporters, for cosmetics electric business, summed up the assessment, the normal operation of cosmetics dealer price close to 70 percent of the level of the counter is the bottom line. 50 percent discount Strength "must be a special reason or let it be."

Gan Jia Kou Department of cosmetics category in charge told reporters, her personal long-term observation, the electric dealer's usual promotional efforts converted down, mostly in about 80 percent, and such a discount price, "traditional department stores in major festivals is fully attainable." But 50 percent of the strength of the traditional department store is a challenge. The head of the department also said: "The United States makeup electric dealer 50 percent of promotional activities in the short term to the traditional general merchandise industry must have an impact, but in the long run, the electric quotient and the traditional department store are the difference competition, the traditional department store has the competitive advantage in the interaction with the customer, the professional nature of the consulting service and the experience sense that provides to the customer. ”

Cosmetics are a battleground for electricity dealers and shopping malls

In the interview, the reporter learned that cosmetics for traditional department stores, is a rather important category of business. A medium-sized department store cosmetics head told reporters: "For traditional grocery stores, whether from sales performance or store image, cosmetics are the most important category." She cited the store for example, in the shopping mall nearly 1 billion of the turnover, cosmetics accounted for more than 20% of the share, "and in the future, shopping malls, cosmetics business area and sales, is still expanding and upgrading."

At the same time, online shopping cosmetics are becoming the next electric dealer competition breakthrough. According to the Digital 100 market research company released in March this year, "the 2013 online cosmetics trend analysis report," The data predicted 2013 cosmetics turnover will reach 77.38 billion yuan. In terms of growth alone, turnover rose rapidly over a year in 2011, rising by 15.2 billion yuan in 2010, at a growth rate of 67.98%, and 20.58 billion in 2012, with an expected growth rate of 33.09% per cent in 2013.

In any case, whether this year's "5 20" has become a new starting point for the increasing competition between cosmetics dealers and traditional department stores remains to be seen.

News Tracking

The traditional shopping Mall of "making festival" did not follow up

Relative to the electric dealer's "5 20" to create festival enthusiasm, the traditional store has maintained relatively calm, has not seen large-scale follow-up. Reporters yesterday visited a number of medium-sized department stores, did not see a large-scale "5 20" store promotions, only individual brand case marketing and daily buy gifts.

Gan Kou Department of Cosmetics Group of the head told reporters, for the traditional cosmetics sales department, has been the value of women's day, including women's days, and other traditional female holidays, "these traditional festivals more close to ordinary people, the degree of consumer acceptance is also higher," for some by the network launched "derivative" festival She thinks a part of it is slowly moving to a traditional department store, for example, Valentine's Day, White Valentine's Day, but also a part, such as Singles Day, yesterday's "5 20", these relatively new online festivals, "is still in the network, or the cultivation of the consumer group period, Traditional department stores for these festivals will remain on the sidelines for a while, as people accept the level of improvement, will be at the appropriate time to follow up, but now see the impact is not very big. Wen/newspaper reporter Ning

Financial observation

The frequent "creation of festival" caused aesthetic fatigue in electric dealers

Since Taobao double 11 "Singles Day" fire, the creation of festivals, promotion has become a magic weapon of the major electric dealers. Yesterday is May 20, the Netizen jokingly called "I Love You" the vindicate day, the electric business website also did not pass this opportunity, has made up to love as the theme promotion, but the electric business expert pointed out, frequently makes the festival promotion easy to let the consumer esthetic fatigue, moreover some promotion name does not conform to the reality, will also bring the bad experience to the user.

This year the first proposed "5 20" special promotion is Tencent's Xun network, which announced from May 20 to June 8 to start a 20-day promotional, is expected to achieve a total of 700 million yuan. Xun network insiders said, Xun hope that through this promotion, can achieve 2 billion yuan sales scale. Industry personage Analysis, Xun choose "5 20" promotion is to a large extent in to Jingdong Mall, because June 18 is Jingdong store celebrates day, Xun advance promotion is "false-false", in addition can also disrupt Jingdong promotion deployment, "if Xun promotion hit 50 percent, then jingdong can only keep up with or even lower."

"5 20" is the theme of love, to female consumers as the target users, so the site more attention, such as Le Bee Network launched the "Network Valentine's Day" big promotion, not only cosmetics discount sales, GUCCI, CHANEL, Prada and other luxuries have played "1000 minus 100" promotion policy. Poly-Beauty products also launched the "for you to buy · Love has attitude" of large-scale promotions.

Industry insiders say, compared to, "5 20" pay more attention to love and reward, to the female customer-oriented platform relatively more in line with this kind of "festival" theme, which also for the beauty makeup site to create a new opportunity to make a festival.

But the consumer does not seem to have much interest in the frequent creation of a festival for electric dealers Beijing's online shopping group Miss Lu said, a lot of electric Shang festival promotion is just a gimmick, really into the website, will find that there is no special worth of things to buy, "cost-effective promotional items can not Rob, the rest of the majority is to buy can not buy."

Expert link

Electric Business "Create festival" is helpless

Why are domestic electricity dealers keen on "making festivals"? Electric business experts Ruzenwang explained that China's traditional festivals, usually have holidays, and physical stores, shopping malls will also have a variety of promotions, so these festivals is not the consumer peak of the network shopping, the electric business can only avoid these traditional festivals, to find ways to create a festival belonging to the online shopping.

"The most successful in this respect is Taobao ' Singles Day '." Ruzenwang pointed out that Taobao Singles Day turnover is quite large, which will allow other electric dealers in November or even before the Spring festival is difficult to promote, because the consumer's budget is limited, many of the sales promotion will try to avoid the double 11, so you can choose less promotional opportunities, so now "5 20" has been taken as a "festival" Selling。

He said that through the past few years, the experience of the electric business website, one-day promotion is often the effect is very general, promotion at least 5-7 days, will be a significant boost to sales. "Promotion is mainly a test of a power supply chain management capacity, large-scale promotions are often 2-3 months ahead of the start of the stock." In addition, logistics and distribution is also the key, because the most fear of large-scale promotions is no goods and courier to slow delivery, which is the most impact on consumer shopping experience two problems. ”