Yu Nai Fang or will learn the beauty that mask, electricity business channel Temptation

One months ago just the end of the United States is the mask "marry" L ' oreal drama Code, perhaps soon again, and this time the protagonist from another local mask leading enterprise Royal Mud square.

Recently, the news of the upcoming takeover of the Royal Mud Square has spread widely, with the two major multinational Japanese giants, Procter and Gamble, as the most closely-watched buyers. Has a strong sales channels of electric dealers, more than 500 million or 600 million yuan per year sales scale, making the royal Mud Square has already become the industry's most sought-after quality acquisition of the target.

At the beginning of this year, the Royal Mud Square has openly said that in order to enhance its brand image and change the consumer's inherent knowledge of domestic cosmetics, it is possible to cooperate with other international brands in 2013.

However, in the light of recent rumours, the Royal Mud Square has denied it. "The Royal Mud Square will focus on the mask market, regardless of whether the US is being acquired or not," said Dai, chief executive of the Royal Home Exchange Group, a wholly-owned holding company. ”

The temptation of Electric business channel

Just as the French L ' oreal group, with a 5.1 billion-dollar sky-high purchase of the United States as the holding, the large multinational daily group seems to be in the mask of skin care and daily necessities between the special market is increasingly interested.

"Foreign-owned Japanese group is usually not short of money, the acquisition of mask leading enterprises can effectively fill their own low-end product line of the gap, do not start from scratch, but also destroyed a strong competitor, is more than a stroke." Zhang Bingwu, an expert in domestic industry, said, "L ' oreal is the beauty of the Watson channel Resources, and the Royal Mud Fang's own powerful electric business Amoy brand resources are also valued by the Japanese group." ”

Starting in the popularity of the electrical business is not high in Changsha, Hunan, Royal Mud Square since its inception in 2006 completely rely on the success of Taobao platform Deus, a "Amoy brand" development model of a classic success story. Rely on the electric dealer sales channels of the Royal Mud Square, is walking a lot of traditional Japanese enterprises coveted but often hit the wall of a new sales model.

Dai said that the royal Mud Square in the first half of 2013 only mobile end of the sales have reached about 10 million, more than 2012 years mobile end of the year sales, is expected to 2013 mobile end sales will expand 3 times times to 30 million. "Hope that through one to two years of time, the PC end, mobile end, the line shop troika, three kinds of channels accounted for 30% of sales, to achieve steady growth." ”

Since 2008, the Royal Mud Square began to put ads on Taobao, last year, the obscure mask company spent on brand promotion costs have been as high as more than 40 million. In addition to about 60% of Taobao channel brand marketing, including fashion magazines and TV programs, the Royal Mud Square also appears to be generous.

"In the background of many Amoy brands have run out of business and exit the market, the Royal mud Square can survive and maintain the high speed of growth, behind the nature of its merits." The distinctive brand characteristics and the clear positioning of the focus of the electricity business are the reasons for its development, but also constitute the biggest factor in the acquisition of the Darling. "Zhang Bingwu points out.

Day of the giant mask "fill"

Although both Procter and Gamble and Unilever two suspected buyers have not responded to the purchase of the Royal Mud Square, but the multinational company intends to exert power channels and mask market two big demands already self-evident.

At present, Foreign Legion, apart from the Olay mask of Procter and Gamble, Unilever's Ponzi mask, and other brands, the franchise mask this segment of the market and achieve a considerable proportion of the number of cases. Anti-view market, such as the United States, the royal mud, my beautiful diary and other mask brand in just a few years quickly grow and carve up most of the local market sales.

According to CTR related reports show: 2009 Local mask Products market sales have exceeded 4.5 billion yuan, and 2013 China's mask market is expected to break through 10 billion yuan. The imaginative market capacity also immediately attracted many of the daily layout of the enterprise, which specializes in acquisition-type development of foreign-funded enterprises are particularly concerned.

Originally intended to open up the cooperation of the Royal Mud Square in the near period of time is ushered in the internal thrust, this July, the founder of Wu Lijun's death suddenly died directly caused the management team turbulence. Some media sources said that the company's executives recently held a series of late-night meetings, the content is to contact the industry and other interested companies, discuss the relevant cooperation, project extension, and brand transfer issues is also an important issue.

Iris Consulting Related Data statistics show: 2011 China's cosmetics online shopping scale has reached 37.26 billion yuan, in the overall net purchase ratio of 4.86%, now this data has been significantly improved.

In fact, the Foreign legion such as Procter and Gamble, L ' oreal, and so on have become more and more normal to the electric business channel, however, the sales of the proprietary electric business platform have been not very ideal, and the sales of the cooperation platform are often misgivings, both of which have failed to find an effective way to develop

Previously, the company's cosmetics brand SK, Lauder's Clinique and other brands have opened the official flagship store in the Cat Mall, L ' oreal also in the United States and other platforms have an open part of the official authorization. The management of Procter and Gamble has given the expectation that electronic commerce will eventually bring about 10% of total revenue for P & G. It is only now that it is too early to achieve this goal.

Zhang Bingwu said, "within a short period of time, it is difficult to successfully build the electricity business channel background, the acquisition of a rich electric business resources of the industry, with its existing electric platform will be the group of the original series of non-mask category products for sale, is undoubtedly a very high cost-efficient trading." ”