Why the second kill beauty

Absrtact: Also is the flash buys, also is the woman's business, only the product will market value more than 10 billion dollars, but gathers the American excellent product not only the goods meeting One-fourth. Why is that? The data will tell us the answer. First from the size of the revenue, Poly-Mei excellent product Q3, revenue about

Also is the flash purchase, is also a woman's business, only the goods will be worth more than 10 billion U.S. dollars, and the United States are not good enough products only One-fourth. Why is that? The data will tell us the answer.

First from the size of the revenue, Poly-Mei excellent product Q3, the revenue of about 158 million U.S. dollars, only goods will be 883 million U.S. dollars. This is the gap-this difference, in fact, the category is also decided, poly-US excellent products focus on the United States, but the only product will be clothing, beauty makeup have, more in February this year, the acquisition of the United States excellent products competitor-Le Bee network.

After the acquisition of Le Bee, only the goods will be more than the size of the collection of beautiful products, growth rate of 130%, also far higher than the poly-Mei excellent products 28%. What does that mean? This is called the Matthew Effect, the difference between Poly-Mei and only products will be more and more big.

Second, the operation of the efficiency bar, only products and poly-Mei excellent products, in the warehousing, research and development of the difference is not small, however, in the management costs and market costs there is a very significant difference-poly excellent product market costs accounted for, is only twice times, but the management costs are only half of the goods will be. The only product will be about 4.5 times times the size of the collection of beautiful products, Poly-Mei excellent product market absolute quantity is still less than the only product will, this is-economies of scale. The electric Business Company is the scale to win, the request is fast.

Poly-Mei Excellent products, there is no only product will be like that growth, mainly in active users-only the product will be active user number of 9.5 million, an increase of 136.8%, but the poly-US excellent product is 5.2 million, only 23.81% increase. Depending on the number of active users and the size of the revenue, in fact, we can also draw a conclusion-only the product will be member unit price and repeat purchase rate, are higher than poly-Mei excellent products, because it's active users only 1.83 times times better than the United States, but the size of the revenue is poly-US excellent products 5.59 times times. There is a category problem behind the data differences.

Gross margin and gross profit comparison, may be able to explain why in the Flash purchase competition is to lay the growth rate, pull out the gap-only the gross margin of goods will remain in the 24% range, but the gross margin of excellent products, 38%~46% range. That is to say, 100 yuan of goods, only goods will earn 24, but the best product gathers beauty 38 block, the highest to earn 46 pieces.

Retail first: Small profits but quick turnover. Poly-Mei Excellent product 46% gross margin, too high.