Why do cosmetics get worse with the upgrade? So is makeup. It's really disappointing.

Heroes and beautiful women are in Taobao, in beauty salons, and in the hearts of all those who love beauty, natural beauty is no stranger. He is a miracle of Taobao, and it should be said that it is the biggest miracle of Taobao shops so far. Photography is the boss of the top ten online merchants. He only has 20 kinds of goods, 100 day, four diamonds, which was delivered for the first time on August 9, 2005. Everyone knows that this is relatively easy to upgrade except those who sell game cards. He is a Taobao hero. His natural beauty is now sold online for nearly 2 million a year, and the sales of two physical stores can reach more than 50 thousand every month. He commissioned four factories to produce products (to prevent a manufacturer from forming a competitor after mastering all the formulas). His sister, a girl who specializes in campus sales, bought a QQ car after selling products for a week. So what kind of person is he? Why did he choose Taobao? What is the secret of his success? Chapter 1: The road to Taobao comes from accident: his name is Yang Kai, and he is a prestigious EMBA. He works in a testing institution and has been dealing with daily chemical products for many years, but these have not prompted him to operate or engage in cosmetics. Mr. Yang's wife is a senior beautician. Before giving birth, she worked as a manager in a large women's club. Her skin is very sensitive. She is allergic when she washes her face with tap water. She used a lot of high-grade cosmetics, and it didn't get better. Yang Kai repeatedly said that these may be caused by the cumulative stimulation of emulsifiers and preservatives, but his wife didn't believe her. One day while surfing the Internet, Yang Kai saw a post about improving the sensitivity of red wine soap and consulted several colleagues in the unit. With their help, he made a big piece of red wine soap from several simple vegetable oils and red wine. A month later, on March 8, he gave this special gift to his wife, and soon her sensitivity miraculously improved. He transferred this post to Taobao, which was very professional and meticulous. I didn't expect this post to have a great response, with many people replying, but more people won't post it, because there are some complicated processes inside. So he cut the remaining soap into small pieces and gave them to more than 80 friends he met in Taobao. As a result, friends recommended them to friends, and the first batch of real customers came to you. Since then, it has become a big seller of 100 days and 4 diamonds. Up to now, there are 39 agents, and the best agent has achieved four diamonds, with the highest monthly sales exceeding 654.38+ 10,000. The preparation before the opening of the counter may be an unusual educational experience, which makes his thinking level and way different from ordinary people, but he is still a very ordinary person and an ordinary member of Taobao's hundreds of thousands of operating troops. His civilian plot and his innovative spirit coincide with the soul of Taobao. To some extent, he is a microcosm of the innovation and persistence of Taobao spirit and the humanization of Taobao culture. Chapter II Road to Business Development 1, in line with the trend of the times, in the eyes of laymen, at present, enterprises are engaged in intensive research and development of cosmetics, and various new products such as care, maintenance and make-up are emerging one after another, keeping up with the new direction of the international cosmetics market; In fact, many manufacturers use many illusory concepts to manage very ordinary products to high prices. Natural beauty products, with the characteristics of moderate price and natural gentleness, quickly won the welcome and attention of female pioneer Taobao beauty. I found that 98 yuan, his most expensive product, did not break through the acceptable limit of online shopping 100 yuan, and the cheapest product was 10 yuan's ultra-low price medical grade hydrolyzed pearl powder. One detail made me realize how strict Yang Kai is in quality control. In a chat with him, he sent me a message by mistake, saying that he could just throw anything away. Later, I learned that a customer had an allergic reaction after using the product, so I contacted for a refund. When the money was refunded (Alipay confirmed the receipt, and paid directly for the refund), Yang Kai asked where to return the money, and said to discard it directly. In the evaluation of customers, these have indeed been verified. Many people say it's a super surprise, it's really natural, and one person says it's true. I can't believe it. Ten people say it's still unconvincing, but if more than 90% of people who have bought its main store products say so, it should be true without doubt. In order to further confirm and respect the facts, I interviewed his agent and his customers, and bought his products and experienced them for myself. Personally, I really like them. They are very comfortable and gentle, and have no particularly exciting fragrance. It's really cheap, affordable and practical. (In particular, I feel comfortable when I use it, and it's not personal, it's not advertising, I just respect the facts. ) The fourth generation mask: the latest product of Crystal Mask 2. Find the core appeal point. In 2004, the sales of cosmetics market in China reached 58 billion yuan, an increase of 1 1.54% compared with 2003. In 2005, the sales of cosmetics will exceed 68 billion yuan. With the improvement of people's consumption level in China, the development of cosmetics industry has entered a new milestone, showing a very good development momentum. In the next few years, the average sales of cosmetics market will be 65438+. It is estimated that by 2008, the total sales of cosmetics market in China will reach about 80 billion yuan. However, at present, the cosmetics market in China, the middle and high-end market is basically occupied by foreign capital and joint ventures, and no local enterprises are shortlisted. Speaking of which, he is very sad. On the one hand, he lamented that local brands in China were not strong enough. On the other hand, he did admit that there is still a certain gap between China's cosmetics and foreign famous brands. This gap is more conceptual. But he stressed that what is suitable is the best. The oranges born in Huainan are oranges, and those born in Huaibei are oranges! Which country in the world has the best cosmetic quality and the most advanced technology? It should be from France and Japan, but it should be reminded that French cosmetics are more suitable for European skin, while Japanese cosmetics are more suitable for Japanese skin (obviously maritime climate, monsoon climate in China). It's also an orange. If you plant it in Huainan, it will bear big and sweet fruits, while if you plant it in Huaibei, it will only bear small and bitter oranges. Similarly, French cosmetics are made for European skin, while Japanese cosmetics are made for Japanese skin. However, if it is applied to the face of China people, it will be difficult to achieve the original effect. Therefore, our core appeal is to develop products suitable for China people's skin according to local conditions and based on China people, and to change our traditional consumption concept. 3。 Impress target consumers In the current cosmetics market in China, several international giants such as L 'Oré al, Procter & Gamble, Shiseido and Avon have formed an oligopoly competition situation, among which L 'Oré al has the largest market share and the strongest strength. The remaining low-end market is divided by thousands of local small and medium-sized enterprises. But now, on the basis of constantly consolidating the high-end market, the international giants are strongly infiltrating into the low-end market. Despite fierce competition, the promising China market is still attracting more multinational companies to enter, and enterprises that have already entered the China market are also increasing their investment, which can be clearly seen from the acquisition actions and advertising investment of Procter & Gamble and L 'Oreal last year. Therefore, in order to gain the recognition of customers, we must first impress the target consumers: young people. If an unknown brand wants to compete with big brands, it must find another way to win loyal consumers more confidently by using the method of four or two strokes. Natural beauty chose the first point, professionalism. Cosmetics are not ordinary consumer goods, but a major event related to face, so professionalism will be the most touching. Natural beauty comes from professional testing institutions, with professional development and design personnel, professional consultation and professional production, and naturally wins the trust of customers with the help of professionalism and attractive prices. In particular, old customers constantly drive new customers, which makes customers snowball and increase, and also brings good publicity results. Chapter 3: Experience sharing and happy EMBA education experience. His logical expression, concise content and profound meaning, as well as his thought and way of thinking, are all places that make me sigh in the current interview. Education can really make a difference. He modestly thinks that he hasn't opened the store for a long time and doesn't have much experience, but I have summarized its development process and some experiences, and he also hopes to share them with more people: 1 Team+Brand The solid foundation of his success is his team: his partners form a professional team, among which colleagues at work (unexpectedly five diamond sellers or part-time workers) are responsible for the development and testing of all new products; 39 agents and their own handling of customer relations; It is worth mentioning that he has a strategic vision. For the smooth development of logistics in the future, he specially recruited a college graduate to develop delivery, and this person will shoulder the burden of logistics management in the future. I believe this professional team can create its own brand. His brand "natural beauty" is intended to be taken from nature, true and full of the taste of clear water hibiscus, and to maintain and repair the most natural appearance with the most natural raw materials. Thanks to the advantages of professional structure, the naturalness, trust and strictness of the test can be compared with those of non-professional institutions, which is why he finally established his own brand after half a year. Although nature is beautiful and valuable, the shelf life is a big problem. Profession+Integrity His major can be seen from his post. From the misunderstanding of daily maintenance to the correct use of products, from teaching to the classification of skin, his professionalism makes him win the trust and favor of customers even if he rarely explains and speaks. To be honest, he should be the first seller of Taobao cosmetics to promise unconditional return within 7 days. Such a promise is simply to return it if you want! When he announced this promise, many people were shocked, and the kind MM told him that it would lose money! He was worried at first, too! Later, I decided to implement it! He analyzed this way, the quality of Taobao buyers is relatively high, much higher than the vegetable market; No one wants to give up a good DD, and a bad DD is a negative advertisement in the hands of buyers. He should pay for it! This commitment stems from his confidence in products and his sufficient sense of responsibility and sincerity to customers. According to his agent, he never cares about money or personal gain or loss. Customers reflect that he is modest, honest and upright, and there is no cheating. But I know he is not humorous. Although we have known each other for a long time (online) and seldom listen to his jokes, rationality is all his characteristics. 3。 Although innovation+continuous innovation is a unique feature of entrepreneurs and an important embodiment of their uniqueness, innovation is not an entrepreneur's patent. Innovation is a kind of knowledge and an ability that can be learned and acquired through systematic methods. After more than 300 years of mechanical noise, the products working on the mechanical assembly line are far from so personalized. After the popularization of handicraft products and the dull and cold mechanization, the voice of returning to nature is getting louder and louder. In the cosmetics industry, products without additives are now advocated, that is to say, artificial preservatives, pigments, flavors and emulsifiers are not added. However, it is precisely for this reason that the registration and certification of products is quite difficult, because the shelf life of products will be greatly shortened (the national standard stipulates that the shelf life is 2 years). But innovation must come from the source of innovation. There are many aspects about the source of innovation. One of the most important aspects is experience. Only by summing up past experience and thinking about some internal problems can we have a source of innovation. Although it was an accident to make red wine soap at first, behind it was a kind of motivation, a desire and recognition of nature after knowing about chemical products, and a change of new ideas. These are the real sources of innovation, and the subsequent innovation is a kind of deepening and development on the basis of the original innovation, and it is progress, deepening, continuation and persistence. Innovations that gain social recognition can be transformed into commercial power. Natural beauty has achieved this, completely achieving successful innovation and successful commercialization. Although it is still in the expansion period, the word-of-mouth effect has been clearly established, with nearly 20 thousand fixed customers. In less than a year, this is a miracle, which is realized by the charm of the new economy and the internet. Make full use of the charm of the new economy and network. The Internet is a stage where everyone can dance. Based on this platform, many miracles can be created. Although the network itself is a miracle, it has become the connector and witness of the miracle. As one of the biggest influencers and pioneers in C2C market, Taobao has developed Alipay, the most attractive new thing. As the best guarantee and guarantee of channel economy, it can enjoy resources on many network platforms, just like our bank UnionPay card. Having UnionPay card has no restrictions on trading area and platform, which greatly provides convenience and wins the most powerful guarantee for Taobao's terminal retail. Natural beauty discovered and used this. For the benefit, this well-known network also has well-known reasons. It is impersonal, complicated in transaction and communication, and can't be face to face. So Taobao has two magic weapons: Alipay and Taobao Want Want. It facilitates communication and breaks through the limitations of time and space. We can see the signs of a new economy from the newly rich economy published by Forbes magazine. The new economy has won with rapid speed and super economic strength. They don't care about the identity of the traditional mainstream society. Even though Chen Tianqiao Gui is one of the leading upstarts in China with proud assets, he has not been recognized by the mainstream society. The famous Mr. Shi Yuzhu sold his gold partner at a high price of 65.438+0.2 billion yuan, and then invested heavily in developing online games, which made people's views on online games and the new economy more interesting and concerned. /5. The market positioning is accurate, and the natural beauty product formulas that win the service are all developed by ourselves, which saves huge research and development expenses and benefits consumers. The benefits gained in this win-win model with consumers can be transformed into new formulas. From factory production to online sales, there are few circulation links and the cost is greatly saved. This is also the reason why many Taobao friends say that the price of Yang shopkeeper is flat. Their service is also in place. They can get a very detailed and clear understanding of the customer's situation on the Internet, and then file a case. There is also the promise of dissatisfied return within seven days, which really reduces the risk of customers buying products. Leave good products to customers, turn them into mobile advertisements, take back bad products and bear the losses yourself. These are actually being implemented. Because it is based on the network, all products are fresh, which solves the problem of preservation. If you want to go physical, then there will be a transportation circulation time for all links, so that the products will not be so fresh, and their products will be delivered within three days. And because the monthly courier fee is close to 20,000 yuan, it has the cheapest courier fee in Jinan, Taobao. Generally, the national express fee of 8 yuan, EMS 13 yuan must be realized through the winning number. 6, relying on word-of-mouth publicity, they never advertise or spend money on publicity, so this part of the cost is also greatly saved. We should know that the advertising promotion cost of a brand is very huge, which can be said to account for a large proportion of the total cost of skin care products. But for us, this part is omitted, so the price can be very low. This is an obvious advantage. His customers are basically old customers, and they are passed down by word of mouth. This point, the British body shop and the cicada in South Korea are all developed by word-of-mouth effect. Even if Japanese DHC enters China, it will be given away for free in exchange for everyone's trust, so such publicity will have many unexpected benefits than advertising. 7. Empathy, humanized management In the sales process, they always think from the perspective of the buyer, think about what everyone is afraid of losing and what they want, relieve their worries, meet their needs, and naturally clinch a deal! He believes that sales need happiness and passion. Treat all kinds of difficulties and challenges encountered in work with a passionate and grateful heart, do not shy away, do not pull away, have strong intentions, clear goals, and have a sense of responsibility and mission. Successful marketing begins with people's emotions. The biggest challenge is not just to sell a better product, but to draw consumers' personality and emotions in the marketing plan. The fun of sales is that every kind of sales has different people and a series of different stories will happen. People who are willing to sell will regard the sales process as an innovative process. In the process of sales, the pleasure of turning strangers into acquaintances, acquaintances into customers and customers into friends; That's because they worked hard to make the impossible possible and succeeded; The contest of knowledge, feelings, money, tricks, psychology and relationships between people; The ups and downs between success and failure; So that it's like being pregnant in October, and finally the birth of a new life, which people who don't do sales can't understand. In fact, the process of sales is like chasing girls. Girls are not easy to chase, you take the initiative to approach, but she is like a needle in the sea, fickle as a cloud in the sky, elusive and elusive. Customers are not good, you take the initiative to seek cooperation, but they find fault with you. Chasing girls, paying attention to charm, touching people's hearts, thick-skinned, grinding soles, telling the truth, doing things absolutely, diligent and generous, coincidentally; Marketers should also show themselves, publicize their own characteristics, influence their emotions, be sensible and diligent, teach by example, stick to the end and stick to their own opinions, and don't let them get bored with you. If we treat challenges as games, success or failure as points, products as treasures, customers as friends, recommendations as communication, and spending money as love investment, what is the trouble? Happy work, happy life, and those who know how to enjoy happiness are the happiest people! Chapter 4: Regarding the future, he is full of confidence and hopes to build the largest skin database in China with an investment of100000 yuan. He is actively looking for partners. He hopes to establish a corresponding skin file according to everyone's different skin conditions, provide one-on-one service for everyone, and truly realize all personalization and humanization. At present, he is still looking for new ways of cooperation and operation, but he keeps this secret, and I think it will be soon. The above is taken from Taobao community, I hope it will help you. Ha ha.