Is “takeout” for food? It can also be “becoming beautiful”.
The “take out” mode of “I want it now” is quietly spreading from catering to flowers, medicine, 3C mobile phones… Especially beauty products.
Li Lu, a brand shopping guide at Watson’s store in a shopping center in eastern Beijing, had little confidence in “take out” beauty products. But recently, she changed her mind. It’s not uncommon to see the delivery brother in the store. “There are always some people who place orders to buy products such as makeup remover and eyebrow pencil”.
Nina, the store manager of a Sephora store in Wuhan, Hubei Province, firmly believes that beauty “takeout” is a trend. In the past Christmas, her store received five to six emergency holiday gift orders. “At present, the number of orders is small, but it will slowly rise”. According to Nina’s nearly 10 years of experience, the emergency demand for holiday gift giving has always been, especially for male consumers.
The wind rises at the end of Qingping. If it is not in the industry, it will inevitably feel that the real-time retail of beauty makeup is a false proposition. After all, instant delivery is the product of “lazy economy”, which is inconsistent with the consumption behavior of beauty users. However, with the iteration of consumer demand, looking at the more detailed scene, “takeout” is becoming a business increment field of the beauty industry. In 2021, this trend has surfaced.
01 consumption following the trend new trends
For the catering industry, “takeout” is very mature. According to the 48th statistical report on China’s Internet Development released by China Internet Network Information Center in August this year, by June 2021, the number of takeout users had reached 469 million.
In addition to the expansion of the population base, consumers who are used to the speed of “take out” will gradually “cross-border” this “want now” behavior to more categories, such as fresh food, medicine, daily necessities, beauty and other fields. A survey conducted by China Hotel Association in 2020 shows that 41.7% of the surveyed consumers have used the takeout platform to buy daily necessities. The beauty industry is pushed into the “take out” flood, which is a natural trend.
On the one hand, the consumption habit of beauty instant retail has been cultivated.
Affected by the normalization of epidemic prevention and control in the past two years, the consumption of “house economy” has long spread from catering to all categories. In 2020 alone, beauty personal care will become one of the five fastest-growing non catering categories.
At the moment of rapid iterative upgrading of consumption scenarios, adds a new consumption scenario between store purchase and traditional e-commerce consumption.
on the other hand, the beauty industry with fierce competition and pressure on needs to find new performance growth points.
With the changes of the times, traditional beauty collection stores such as Watsons and Wanning are slowly “losing contact” with young users who are used to e-commerce. In recent years, the rise of new beauty collection stores such as harmay Huamei and the colorist colorist also needs to obtain new online opportunities.
On the surface, the emerging Beauty Collection stores such as harmay Huamei and the colorist colorist have new models that are more popular with young people, but they also need to meet the omni-channel needs of consumers and improve offline sales opportunities because of their large area, high rental cost and difficult profitability.
Objectively speaking, at present, the real-time retail business of beauty products is in its infancy, and more accurate consumer demand mainly falls in three new scenarios: Travel emergency, low-cost replenishment and gift emergency.
On the consumer side, beauty real-time retail is a regular customer business. For products that need real-time distribution, consumers are generally familiar with their efficacy and color number. What needs to be confirmed is the authenticity. This means that online retail enterprises such as JD and linked offline chain stores naturally have a sense of quality trust for consumers.
In this reality, the beauty industry has room for further upgrading in the demand for instant fragments.
02 new opportunities for fragmentation
Focusing on real-time distribution and occupying the new growth breakthrough of beauty emergency fragmentation scene, the actions of brands are not fast.
Starting from JD 618 this year, JD beauty’s omni-channel cooperation network has ushered in the batch access of the colorist toner, wow color, Sephora, perfect diary, nature hall and other brands.
Li Lu told “retail krypton planet”. Watson’s page on Jingdong beauty hour “has a column of special emergency essential commodities, including skin care sample sets, wash bags, sub bottling and so on”. Not only that, “Limited second kill activities are sometimes cheaper than stores”.
Compared with Watson’s emergency scenarios of low-cost replenishment and travel, Sephora’s real-time orders are more in the emergency scenario of gift giving.
Nina of Sephora has many years of rich experience. In her opinion, before there was no immediate delivery, almost every year on various festivals, careless men would rush to the store to buy gifts. Nowadays, “the demand for instant purchase of gift boxes will increase significantly during the festival. They are all big brand products and will not be scolded when they are sent out; in daily life, makeup remover and cleanser will take more orders”.
Beauty Collection stores such as Watsons and Sephora are just an epitome of the beauty industry’s embrace of real-time retail.
At present, JD beauty has reached all-channel cooperation with a series of beauty brands such as Watson’s, Sephora, nature hall, perfect diary, yueshifengyin, wow color, the colorist colorist Guerlain beauty, East Point and West Point, Jinmeng makeup and Qu Zhongzhou. Consumers who buy brand beauty products in JD can give priority to delivery through stores as long as there are connected stores within 3-5km around, Hours can be achieved from ordering to door-to-door.
An article in business of fashion once analyzed the significance of Sephora’s access to real-time retail, Beauty real-time retail “provides Sephora with an omni channel and user-centered solution. This solution allows users to complete online orders from nearby physical stores and send products to most commercial and residential areas within 30 minutes, which is not only fast, but also enables Sephora to build its own stores into mini distribution centers, essentially expanding the sales coverage”.
This also points out the essential reason why beauty brands are “active” in real-time retail:
First, break the limitations of the physical location of stores, better link young consumer groups, broaden the service radius, and increase the ability to meet the needs of consumers in the whole scene, so as to find new growth points in brand users and turnover.
Second, in the emergency gift giving scenario, some male users, especially young users, who rarely go to beauty shops, place orders from Jingdong, which also broadens the user group for beauty brands.
At present, the real-time consumption trend of beauty makeup is still in its infancy, but in the huge market scale and extremely fast brand growth, the real-time consumption of beauty makeup has great possibilities in the future.
AI media consulting data show that the development of China’s beauty market is in a period of vigorous growth. The market scale will increase to 478.1 billion yuan in 2021 and 600 billion yuan in 2023.
More importantly, when consumers need it at any time, the brand can appear in time and enjoy it. The comprehensive expansion at the supply side can further establish the consumer mind and promote the growth of real-time beauty consumption from a small climate to a general trend.
03 Omni channel imagination space
In this era of trading, who can better meet the whole scene and fragmented needs of consumers, who can seize the latest market.
Beauty is a market with strong demand. Through JD beauty, brands enter not only the incremental exploration field of real-time retail, but also build a three-dimensional development network of B2C * o2o, which will bring new possibilities for platforms, brands and consumers.
for the brand , , with the help of Jingdong beauty, can provide online collaboration for offline stores, realize Omni channel expansion, {123456.
For example, Sephora has opened more real-time consumption scenes through 618, 11.11 and daily 520, Tanabata and other courtesy seasons. With the help of Jingdong beauty makeup, it has continuously expanded its all-channel and all link operation capacity. Therefore, it has brought high-quality and young customers, and also brought more growth new imagination space to Sephora.
During Jingdong’s 11.11 this year, the hourly purchase of beauty products has become a consumption hotspot: the overall turnover of more than 5000 beauty chain stores doubled year-on-year, and the turnover of Jingdong’s home and hourly purchase of beauty merchants such as Watson, Wanning and Guerlain beauty increased by more than 1.5 times year-on-year. Jingdong bought 11.11 hours of cosmetics and perfumes and make-up sets were popular. The turnover increased by 10 times over the same period.
For the platform, there are more brands under the “buy it now” scenario, the richness of products and the comprehensiveness of services are also continuously improved, which can bring more fast and convenient beauty shopping experience to more and more consumers, and fully meet the real-time consumption needs of consumers.
So far, JD beauty’s omni-channel service network has covered more than 7000 stores in 30 provincial administrative regions and more than 320 cities across the country. There are Jingdong beauty omni-channel service cooperative stores in Heihe City, Heilongjiang Province in the north, Sanya City, Hainan Province in the south, Haixi City, Qinghai Province in the west, and even Karamay City, Xinjiang.
on JD platform, all channel and all scene opportunities of beauty brand, not only in the increment of {2C real-time consumption , and the possibility of enterprise business expansion based on {2B .
After years of rapid growth, China’s beauty industry has developed into the world’s second largest cosmetics consumer market. Among them, with the awakening of “beauty” awareness of enterprise users, the enterprise market has become a new blue ocean of beauty, and some brands have brought considerable performance growth through the rapid layout of this section.
Jingdong data show that as of August 23, Jingdong beauty enterprise business has increased by more than 100% year-on-year for two consecutive years.
The sales volume of French natural plant skin care and maintenance brand o’shudan has accounted for more than 20% of the total sales volume. It is the top 1 brand in Jingdong beauty enterprise business for two consecutive years. The solutions of oshudan skin care and washing series are very consistent with the employee welfare, labor protection procurement, point exchange and other businesses purchased by enterprises.
The business needs of beauty enterprises are not simply providing goods, but scenario solutions and one-stop service experience. JD beauty, which has in-depth cooperation with the beauty industry chain, has the ability to provide enterprise customers with higher quality one-stop services, help brands establish a channel system directly to high-quality enterprise customers, and provide customers and brands with the most accurate b-end supply and demand capacity.
0 4 conclusion
Wu Sheng wrote in the scene Revolution: “man is the biggest scene in this era. The scene is to investigate what changes have taken place in man.”
Objectively speaking, at present, the proportion of real-time retail sales is still in its infancy for beauty brand retailers. However, it is certain that whether new niche brands or mature beauty brands, if they can open up Wuxi Online Offline Communication Information Technology Co.Ltd(300959) , build an all channel and all scene business position with the help of a mature platform, penetrate all permeable fragmented scenes and respond to the needs of consumers at any time, their competitive advantage will be very obvious.
Furthermore, with the popularity of new commercial infrastructure for real-time distribution, “everything comes home and is readily available” will be an inevitable consumption trend. As an important category for consumption upgrading, brands may wish to layout as soon as possible.
(caijing.com)
