Shangmei Beauty Department promotes 211 strategy

M&A, Suning and so on, is playing a fierce competition in the Chinese electricity supplier market. Recently, merger and acquisition (M&A) activities are also very active, which indicates that the competition is becoming more intense and the layout of the market is changing. Recently, the reporter interviewed the general manager of the Department of beauty business, the fashion home platform business group of the mall, introducing the policy of Dongdong mall and the suggestions for K-Beauty in the face of the changing Chinese market.

China has many e-commerce platforms, and has its own characteristics and competitive advantages. Ma Yun, who retired from Alibaba, acquired NetEase koala for $2 billion, and Suning continued to accelerate the O2O strategy. In addition, Amazon also launched the "Key In-Car Delivery", and with the help of big data forecast function, it has also realized a more high-end distribution mode - predictive allocation. What is the unique characteristics and competitive advantages of the beauty makeup in the electricity supplier and O2O field?

Mall is China's largest online and offline retailer with guaranteed quality and quality. It not only protects IP, but also provides the best customer experience. Therefore, it is an ideal partner for Chinese brands and retailers.

At present, Jingdong's self distribution covers up 99% of the country's population, and more than 90% of its self orders can be delivered within 24 hours. The core of Jingdong 211 is the spot order submitted by customers on the same day at 11:00 a.m., and delivered on the same day; the spot order submitted before 11:00 at night is served the next day.

Not only provides the best service for the brand to reach the consumers, but also introduces the JD Luxury Express, which is dedicated to luxury accessories. It relies on the logistics express network and the exclusive commodity packaging, and drives the new energy vehicles by the distribution personnel who wear formal clothes and white gloves, and sends them to the customer receiving address, e-business body. Experience is becoming more and more personalized, and more intimacy and innovative elements are added offline.

Not only that, but through the big data, the mall understands China's beauty market and maximizes its impact on the Chinese market and shares insights with the brand.

Along with the ongoing efforts to provide integrated marketing solutions through various IP cross-border cooperation with the brand side, traffic empowerment, rich high-end consumer experience, and breaking barriers to communication with young consumers, more and more beauty brands choose to cooperate with JD and decide to cooperate with the platform.

 For example, this year's SK-II, which is popular among young people, has recorded a record turnover of over 5 million minutes in the new year limited edition of "immortal water".

Korean cosmetics are being isolated in China. There are clear indications that the market share of Japanese cosmetics, Chinese products and even Australian cosmetic products is gradually expanding. As a leader and dealer of beauty makeup, what are the views and suggestions for Korean cosmetics?

Korean brands still have many opportunities in China. The growth rate of China's beauty market is faster than that of the world market. The growth rate of Chinese online sales is faster than that of offline retailers.

China's young consumers are becoming the driving force of cosmetic consumption. I believe that the Korean cosmetics brand should be successful in the Chinese market. It is important to cooperate with the electronic commerce platform in the Chinese market and consumer preferences, so as to establish more links with young consumers as far as possible. Moreover, Korean brands will also focus on product innovation and investment in the Chinese market.

 Mall has established a cooperative relationship with the major Korean cosmetics brands such as snow show, post, and so on. It has a deep insight into the brand. Because of the good quality of Korean brand, it has been widely welcomed by Chinese consumers and has achieved a high sales volume on the platform. The first month of snowflake cooperation with Jingdong, it set a sales record of 44 million yuan, 3 times the average sales of snowflake show. At present, more than 2 million fans are concerned about the official flagship store of the snow snow show, and the sales of men's products in snowflake show are equivalent to the total sales volume of the past two years in the 12 hours of the opening.