Its advantage is direct selling and strong commercial transformation ability, but the industry competition is fierce, the price-oriented trend is obvious, and the user loyalty is not high. For example, Jumeiyou currently adopts the method of "integration of specific brands or theme products+comprehensive discount" to promote the sales of related products. At the same time, in order to gain the advantage of price and word of mouth, we spared no expense to popularize the concept of "quick tax exemption" in TV advertisements to promote its Haitao business, and began to develop into all categories of e-commerce such as clothing, shoes and bags, mothers and babies. It can be seen that even the beauty vertical e-commerce with optimistic dividends can't escape the scale war and price war. Jumei has been deeply involved in the rumors of fake goods, which is also an unavoidable problem for beauty e-commerce.
Second, the PC-side beauty media has been transformed into a mobile product, and its functional positioning is similar to that of the PC era, providing users with beauty information and a platform for community communication, and providing marketing channels for manufacturers.
This kind of products are still based on media positioning, and it is not a problem to rely on the existing platform to exchange traffic for advertisements. However, in the long run, the business model is single, which is greatly influenced by manufacturers. The self-dissemination of edited content is weaker than that of UGC content, and the ability to acquire new users is limited, which requires transformation. For example, Ruili Beauty APP follows this traditional media thinking. Users often express their opinions on the use of a certain brand product, and the relevant editing content only supports browsing but not comments, lacking a two-way communication mechanism, so the community activity is relatively low.
Third, community-based big data-oriented products, with UGC comments and experiences of users as the core data, provide reference decision-making information for consumers before buying, and also provide marketing reference for cosmetics enterprises.
Because the data comes from a large number of user comments, such products naturally have credibility and the ability to acquire new users is very good. Based on their own experiences and needs, users will be more willing to express their opinions, which is easy to maintain community activity. However, there are two sides to this problem. Take the beauty experience APP as an example. At present, the products mentioned in the community content can only be linked to the comment page, and it is natural to get through sales according to business logic. However, in order to maintain the credibility of products, we must slow down the pace of commercialization, because "neutral and objective reference" is the core competitiveness of such products. If you do e-commerce drainage, it is somewhat suspected of selling goods.
Fourth, the community-based e-commerce oriented products, based on the beauty community and user UGC content, establish user stickiness, enhance user activity and platform influence, and add e-commerce elements to achieve profitability.
Because the original content in the community is mostly based on the user's own experience, it is easier to gain trust than advertising. Users who often provide high-quality content can be called "talents", and their recommendations have reference value to other users in the community and have certain commercial potential. Therefore, this model has advantages in guiding consumption, but there are doubts about the fairness of using word-of-mouth to do consumer guide in its own system, and the e-commerce business has also been blocked by integrated platform e-commerce and beauty vertical e-commerce.
Fifth, locate products that provide community communication with "beauty tools", and cut into the market through functional positioning such as beauty tutorials to obtain user traffic.