Previously, it has been involved in e-commerce business in its "selfie" and "beauty camera" services, and realized traffic through photo printing service and beauty brand e-commerce diversion respectively. However, from the perspective of conversion rate, e-commerce business is still in doubt.
From 65438 to 0999, e-commerce in China has gone through the exploration period, infrastructure improvement period, vertical e-commerce development period, mobile e-commerce development period, and now the complex environment period. Here we don't talk about the dominance of integrated e-commerce Taobao and JD.COM, nor the difficulty of vertical e-commerce entrepreneurship, but only the direction of e-commerce shopping guide.
The market size is slightly.
The e-commerce shopping guide industry was born because of the overload of a large number of commodity information of e-commerce, which helped consumers improve the efficiency of commodity screening and purchase decision. Its advantage lies in the light mode, mainly relying on product selection, not involving ordering links, no commodity cost and inventory pressure, and low risk.
Its mode is mainly divided into price category and content category. The former attracts users by integrating the promotion information of popular e-commerce platforms and selecting special products, and users can get goods at cheaper prices by placing orders through shopping guide platforms. The latter obtains the recommendation and evaluation information of goods through community sharing with users, or makes purchase decisions through discussion with experts or other users.
Content shopping guide e-commerce, user activity and loyalty are higher. With the increasing role of opinion leaders, consumers are less sensitive to prices, and content-based shopping guide is the future development trend. In terms of categories, it can be divided into vertical categories and comprehensive categories, and vertical categories are more likely to form a community environment.
Therefore, Meitu Xiu Xiu, as an image processing software, is positioned as a beauty content shopping guide e-commerce if it wants to be a shopping guide e-commerce.
Integrated e-commerce channels:
Tmall beauty, JD. COM- beauty care
Vertical e-commerce &; Channel:
Vipshop-beauty cosmetics, jumeiyou products
Community electronic commerce &; E-commerce shopping guide:
Xiaohongshu, girlfriends beauty, beauty experience, beauty, matcha beauty, daily P-picture, love taobao, Meiya.
Market share: 20 17. Take the sales situation of the major platforms announced by Yu Nifang IPO as an example. Tmall Beauty and Vipshop are the largest, accounting for 27.59% of Vipshop, while Jumeiyou is only 9.72%, which is almost the same as JD.COM. 9.20% of COM.
In the beauty market, Tmall Beauty has taken 70% share.
As the channel of Tmall Mall, it mainly focuses on purposeful purchase and displays by product brand, category and efficacy. The list and search results are displayed in the order of product synthesis, popularity, new products, sales volume and price.
Provide trial function, feedback report after trial, and then provide reference for consumers to make purchase decisions and provide feedback for manufacturers to optimize products.
Provide official direct sales function, let offline counter brands settle in, open up online and offline, ensure genuine quality, and bring traffic to offline merchants and open up the membership system.
The mobile terminal also integrates headline information, various thematic leaderboards, special community for sensitive skin, new product launch conference and beauty academy (including short videos); All the above contents have the function of commodity entrance display.
As a channel of JD.COM Mall, it focuses on purposeful purchase and displays by brand, category and efficacy. There is a special page under each secondary category, and the list and search results are displayed in the order of sales volume, price, number of comments and shelf time.
Provide supermarket community function and community graphic recommendation to meet the needs of users for social learning and trial, and then improve the purchase rate and activity.
Provide trial function.
Provide cosmetic membership system, users can get event promotion and exclusive coupons.
Introduce beauty quality inspection insurance, expose the quality inspection process, and emphasize the guarantee of authenticity.
As the channel of Vipshop, it is mainly for sale, supplemented by purposeful purchase. Time-limited discount for each special offer, supplemented by other preferential activities such as full reduction and full gift. The display mode of special page is middle page+commodity list, and the list is sorted by price and discount.
On the mobile side, there are category specials, new product express delivery, brand and commodity recommendation, hot sale ranking, short video, graphic community, live broadcast, chat room and so on. And special meetings of special events.
Authentic cosmetics group purchase network, daily launched more than a dozen limited-time buying specials, new products, brand group specials, including domestic and foreign goods.
The beauty channel is displayed by brand, category and efficacy, with special activities. The list and search results are displayed by default, including price, sales volume, popularity and shelf time.
The mobile terminal has social functions such as live broadcast, community and chat. At the same time, it provides the entrance of goods conveniently in various functions.
Mobile-oriented, community-based e-commerce, shopping-oriented purchase methods, starting from overseas shopping strategies, have now expanded to all aspects of women's lives. Users and opinion leaders publish notes, exchange views and learn about overseas shopping strategies and products. The contents of the notes reveal the entrance of goods and help users make purchase decisions.
You can also buy the corresponding products directly in the welfare agency (shopping mall), which mainly focuses on women's products such as beauty cosmetics. Shopping malls classify and display goods, and at the same time provide functions such as snapping up in a limited time, ranking best sellers, collecting coupons, etc., and recommend goods and categories by combining user behavior data and opinion leaders.
The first-level classification has a special page, including special events, new products, hot-selling goods, special topics, brand specials, full reduction, N yuan and N pieces, special prices, discounts and the display of second-level classified goods.
In the beauty community, users can share graphic and video content such as beauty experience, comment and interact, and view by topic.
You can also comment and analyze the goods, and the details of the goods will display the data results according to the user's score statistics; At the same time, according to the data, the characteristic products of beauty cosmetics are ranked. You can search for goods by category. And then provide decision-making basis for consumption.
It also offers a free trial function.
Similar products include girlfriends beauty cosmetics.
Similar to the experience of beauty, the beauty graphic sharing community can write product reviews. It also includes trial, video tutorial function and product ranking function.
There are the hottest topics, the hottest people, the hottest product rankings, thematic classification, product and content recommendations.
Development course: vertical e-commerce in beauty community (self-operated)-shopping guide e-commerce in beauty community-beauty community
From June 2065438 to June 2005, I made a closed-loop vertical e-commerce and spent half a year burning money and raising an e-commerce platform. I found that I didn't get a lot of loyalty from users, but I am still educating the external marginal users of e-commerce, and the end users will still return to the big "eco-e-commerce" system, Taobao, Tmall, JD.COM and other big platforms that grew up during the traffic bonus period.
Later, I switched to be a shopping guide e-commerce. On August 20 16, e-commerce functions such as shopping cart, product search and product collection went offline, focusing on making a beauty community.
Make-up video tutorial course, similar to Zhihu's Q&A section, similar to Little Red Book's content sharing notes.
Alibaba's trend shopping guide website, all categories. There are price-based shopping guides with discounted sales and content-based shopping guides recommended by buyers' editors, but they are not obvious.
On the home page, a function of "reducing age and softening" has been opened up separately. After entering, it is a beauty tutorial video+beauty camera makeup test+related product recommendation, and the recommended products are directed to the product details page of Mushroom Street.
The product pattern of shopping malls with purpose has been set, and the giants occupy it. There are many products such as graphic content sharing, product reviews and video tutorials, which are seriously homogenized.
The demand of tool community for e-commerce has not been well met.
The purpose mall mainly solves the needs of users who know what to buy and search for it.
Graphic content sharing, product reviews, mainly to help users decide to buy, mainly in the form of recommendation, ranking, shopping mode and so on.
Tool community class can start with the effect and scene, and recommend the corresponding beauty skin care products that are closest to this effect according to the theme makeup, subdivision makeup and beauty effect that users can see, so as to make women as beautiful as pictures in reality. This is another way for users to purchase, combined with data recommendation sorting.
In 20 16 years, the beauty followers in China are mainly people aged 18-39.
Mobile beauty users account for 82% of female users and 75% of unmarried users.
The consumption level of skin care products tends to be average, and the annual consumption of cosmetics is still mainly below 3000 yuan.
Consumers' decision-making is more independent and active. Their purchase of goods can no longer be easily driven by simple media advertisements or simple stimulation of stars, but is dominated by their own needs and pays more attention to the recommendation of friends.
Quality, efficacy and word-of-mouth evaluation are important factors for consumers to buy beauty products.
College students' cosmetic consumption is lower than the overall level, among which mid-range brands are the main brands of skin care products, and low-end brands account for the majority. Nearly 50% of college students spend less than 1000 yuan a year on cosmetics, which shows that the market potential of cosmetics among college students needs to be developed.
European and American brands are still the general trend, and domestic skin care has sprung up everywhere. Makeup is becoming more and more popular in Japan and Korea.
Skin statistics of mobile phone beauty cosmetics users
1. Xiaowen is a college student at Shanghai International Studies University. Her purchasing process is, "If you want to buy something, or see an advertisement, you should search online first, evaluate it, and then try it in the store. Sometimes I bought it at that time, and more often I bought it online. "
2. Juanzi is a stay-at-home mom in Chongqing. His purchase channel is: "Cosmetics are bought in shopping malls and online, mainly Jumei and Weipin, but rarely, Taobao is unreliable. I usually buy facial cleanser and lotion online, and I don't buy makeup online, because the color is uncertain and I can't use it. "
1. According to the target user age of Meitu Company, recommend products with corresponding price.
2. Dig deep into the comparison of users' purchase decisions, such as whether previous users paid attention to price comparison, and whether current users need to compare the number of evaluations, bad reviews and scores.
3. Meitu itself is to change the effect of the picture, and you can work hard on the product efficacy (effect) that users are most concerned about.
"Meitu beauty makes you as beautiful as the photos in reality ~"
Starting from the beauty scene with similar functions to the beauty camera, the effect after beauty is directly presented, which arouses the needs and interests of users.
By trying on makeup immediately, users can directly experience the effect of their own makeup, further arousing users' interest; Users can choose their favorite makeup through various makeup trials.
Makeup tutorial (non-core function) solves the threshold and concerns of users who can't make up.
Matching the list of goods allows users to choose goods directly from the known results, which reduces the decision-making cost of mass goods shopping and ensures that the effect of goods is what they want.
The single product makeup test further meets the needs of users to compare and screen goods when shopping.
The content of the review is directly displayed after a little product information, which is consistent with the product reputation and review mentioned in the user analysis above.
Among them, we can screen bad reviews and good reviews, and put forward the concept of bad review rate, because all products in the market emphasize good reviews, not bad reviews like bad reviews movies, but for users, the information of bad reviews is often more real and useful.
The question-and-answer function further solves the user's doubts.
As for the content of comments and questions and answers, it is different from the UGC of the existing competing platform. The difficulty of obtaining UGC content is that many users are unwilling to comment, or the quality and readability of comments are poor, and they are full of commercial content that users don't like. From the development history of e-commerce, a large number of goods increase the decision-making cost of users' purchase choice, so there is shopping guide e-commerce. Today, with the proliferation of content and the increasing cost for users to choose content, does content shopping guide come into being in time?
In the operation strategy, we pay more attention to screening editors from all other channels and sum up the content that is really valuable to users.
Finally, when the user decides to buy this product, the product shopping guide will clearly present the optimal product information corresponding to each platform, and the data will also increase from the initial user purchase price comparison to the user comparison, bad evaluation and quality comparison stages.
The choice of goods and content is based on the principle of less distribution and not more, and the main purpose is to digest the huge flow of Meitu. If the transformation is successful, we can not only get the shopping guide share of each e-commerce, but also have room for discussion on the charging display of each brand.