The rise of cosmetics electric trader can get brand "heart"

With the rapid development of the Internet, E-commerce has become the largest product distribution market in various industries, cosmetics also in this trend of the army gradually highlighted. But even so, some mainstream beauty brand on the electric business channel attitude is not clear, which also directly restricts the further development of the U.S. makeup electric. Why, then, does the brand of cosmetics not hold power to the other traditional industries? What is the reason behind this? And in the future, its attitude to the electric quotient will change with the rise of the electric dealer?

Opportunities and challenges coexist with net-purchase cosmetics growth is obvious

In recent years, with the development of E-commerce, cosmetics online shopping market has been expanding. In China's 2013 online Cosmetics analysis report data show that the 2013 cosmetics turnover amounted to 77.38 billion yuan, online shopping accounted for 25.46%, but also in the growing. In addition to the day cat, Beijing-east and other electric business platform for cosmetics category more attention, le Bee, Poly-Mei and other vertical electric quotient of the rise of cosmetics online shopping market growth is more obvious.

But the cosmetics industry's own gross margin is very high, generally in between 30%-60%, and some even up to 70%-80%, its channel costs in cosmetics prices accounted for has been high, so the brand to channel control over other goods more stringent. In addition to the major brands have centuries of history, such as L ' Oreal, Procter and Gamble, blacks, Henkel in the traditional field has its own chain platform, its channel strategy also need to be based on their own business situation comprehensive consideration. Moreover, the electric business through the low discount will often impact on its offline market, the brand vested interests, it is not difficult to understand the big brand is unwilling or rarely to the electricity supplier.

But not long ago, le Bee, poly beauty, such as the United States and other electric beauty makeup to carry up the authentic banner, Jingdong also shouted out the "true only reliable" slogan, that failed to obtain more brand-authorized electric dealers are willing to fully believe that the main authentic? Electrical business insiders revealed that in fact, there are also a variety of informal channels, such as from the brand of suppliers to take goods, But whether to ensure that the authentic also need to see the electricity dealers for the purchase channel and product inspection capabilities, as well as the brand reputation of the attention.

Second-line brand eating crab Benefits International brand admission wait-and-see

It is noteworthy that, in the development trend of E-commerce, there are already some second-line brands began to embrace the electric business, and domestic new and old brands in this respect more open, and tasted sweetness. Take the United States, before it had with the Bai grass collection and other brands, launched a variety of anniversary activities, improve brand awareness at the same time, for both sides of the sales revenue. And the Beijing-east and other business platform has gradually paid attention to the U.S. makeup category of deep, Jingdong senior vice President Xu in the media interview, said that the current Beijing-east self-beauty makeup business in the proportion of brand direct supply is very high.

One side is the rapid growth of the cosmetics network shopping market, one side is the cooperation of major electric power companies, and the frequent benefits of crab eating, international brands in the protection of vested interests at the same time will be in the choice of channel is loose? We don't know, but this development is not uncommon, such as the current electricity business platform is not the first electrical appliance brand to accept the electricity business, but also after a long period of time began to move to the electric business channel, and ushered in a new stage of brand development.

In the author's view, the huge Chinese market for international brands is undoubtedly full of temptation, with more market reputation of the rise of the business platform, as well as the standardization of domestic electricity Business platform development, I believe there will be more international beauty makeup will choose to cooperate with China's electric business. This not only indicates that the United States will usher in a greater development of electric power, for the vast number of beauty lovers also means more choices, and for the brand, and higher efficiency and lower cost of standardizing the electric business channel cooperation, it will help its win development opportunities. Let's wait and see.