Sample and blind box, offline beauty to find a new password for traffic
Intern reporter | Zhong Rui Editor | Han Lu
How long has it been since you bought makeup and skin care products offline?
Girls who have just paid the last payment of the Double Eleven, I am afraid that one year’s beauty expenses will be dedicated to the online.
Under the background of the fatigue of offline sales in the beauty industry, many traditional cosmetics franchise stores are struggling to operate by discounts, while the new beauty collection store ONLY WRITE has expanded strongly with the blessing of tens of millions of capital.
Recently, ONLY WRITE, a digital mass beauty retail chain brand, announced the completion of 45 million yuan A round investment, which was exclusively invested by well-known industrial funds, and Yunmu Capital served as the exclusive financial advisor. It is reported that this round of financing is mainly used for store expansion and brand building.
According to public information, the "ONLY WRITE" brand belongs to Hangzhou Dushou Brand Management Co., Ltd., which was founded in 2019. Founder Zhou Jianlei is also the founder of the chain cosmetics franchise store "Orange Little Orange".
In March 2020, the ONLY WRITE brand was born.Up to now, 29 stores have been opened, covering 15 provinces and municipalities directly under the central government.In related reports, Zhou Jianlei revealed that the brand is planning to open 500 stores in three years, and plans to lay out 100 stores in 2021.
01
"Being young doesn’t mean being young."
In May, 2020, ONLY WRITE, regarded by Zhou Jianlei as the first real company, opened in Wanda, Yinzhou, Ningbo, with a turnover of 470,000 in just three days. "Not only is the business good, but what surprises us even more is that many online celebrity come to visit the store to punch in." Zhou Jianlei said in an interview with the media.
The success of the first store boosted Zhou Jianlei’s confidence. He assigned the management of Orange Little Orange to the vice president and went all out to do ONLY WRITE. According to its disclosure,Now ONLY WRITE’s new store has opened, and it can basically achieve sales of over one million in three days.
The slogan of ONLY WRITE is-being young doesn’t mean being young. "Young" ONLY WRITE, the team behind it is not young.
Zhou Jianlei’s team has been deeply involved in the beauty retail industry for more than 10 years and accumulated extremely strong industry resources. Another large cosmetics chain store, Orange Little Orange, founded by Zhou Jianlei has more than 280 franchise stores nationwide.
In his view, consolidating the underlying facilities of brand development can ensure the smooth development of the brand in the future. The rapid rise of ONLY WRITE benefits from the strong supply chain foundation of orange and small orange.The mode of "factory direct supply" is basically adopted for small oranges.On the one hand, ensure the "genuine" output and establish a stable supply chain system; On the other hand, it is also to save the "middleman" link and provide consumers with greater benefits.
On the brand,ONLY WRITE has reached cooperation with more than 500 brands, providing more than 15,000 SKUs.Whether it’s domestic products such as Tangduo, VNK, Susie Su, Ke Laqi, or overseas declining cities of trendy cosmetics, FANTYBEAUTY, COLORPOP, or international brands such as YSL, Armani, TF, DIOR, Estee Lauder, etc. are its partners.
02
Full link digital operation
From operating a small orange shop to laying out a "new species" ONLY WRITE, Zhou Jianlei’s team has been trying to break the thinking inertia of "no promotion, no sales" and try a digital operation mode.
The shopping mode of ONLY WRITE isGo to BA (shopping guide), 100% scan code to place an order, and the product model is front store and back warehouse, innovative combination.In order to let consumers buy affordable and effective beauty and skin care products and enhance the offline experience of beauty retail.
In the ONLY WRITE store, every product has a barcode. Consumers can pay attention to ONLY WRITE WeChat official account and click the "scan code to buy" button to buy more. This move not only realizes consumers’ independent decision-making shopping, but also leads customers into private domain traffic and realizes online sales transformation.
Zhou Jianlei said that the first purpose of consumers entering shopping centers is not shopping, but eating and watching movies. Generally speaking, consumers will stroll into the store to kill the fragmentation time caused by waiting. "Only when they are not disturbed, consumers will not have a withdrawal after entering the store.Scanning the code to buy can satisfy their immediate shopping desire.. "
Besides,ONLY WRITE makes full use of big data for accurate selection.. The products that were first put on the shelves were selected by the team through a series of screening processes after referring to the sales data of major online platforms. Whether this batch of products can be left depends on the sales data within two months after being put on the shelves. In ONLY WRITE, the speed of product innovation and refresh is very fast, which lasts for two months. Products with good data performance are left by default, and those with poor performance are optimized for removal.
03
Revitalize the huge private domain traffic
"Every store is a high-quality traffic entrance."
In Zhou Jianlei’s view, offline beauty shops, in any way, have obvious disadvantages compared with online ones only in terms of transaction efficiency itself. Under the background of new retail, in order to get through online and offline, offline customers must be revitalized and extended to online.
Since the first store, ONLY WRITE has been systematically building a private flow pool for beauty retail. A series of measures such as reshaping retail scenes, promoting supply chain reform, and implementing code scanning orders have followed the "From attracting customers to the store, reaching the first transaction, to reducing costs and improving efficiency, private domain precipitation is finally formed."A set of logic.
According to Zhou Jianlei, taking the shopping mall where ONLY WRITE Ningbo Yinzhou Store is located as an example, the daily passenger flow exceeds 40,000, the number of people entering the store in Japan exceeds 600, and the number of people settling in the private sector in Japan exceeds 300. If we can increase the speed of opening stores, expand the number of stores by 100 times, and ensure the quality and efficiency of operation, then the number of private domain deposits of brands can reach more than 10 million per year.
Such a huge private domain volume has become another online "cash pool" of ONLY WRITE.
For this reason, ONLY WRITE adopts the mode of specialized personnel operation, and uses the existing community scale to customize community-specific products to many well-known suppliers through C2M reverse customization strategy. With this operating model, private domain sales have accounted for 15% of the total sales of ONLY WRITE, and continue to grow.
04
Online celebrity beauty cosmetics, where is the way?
Beauty collection store, ONLY WRITE is not unique.
From the destruction of HARMAY in 2017 to the rapid rise of ONLY WRITE, WOW COLOUR and THE COLORIST in 2020, the beauty collection shop has become unique to a hundred schools of thought, and the degree of competition is self-evident.
Unlike the traditional beauty collection store, it is different from the market.New beauty collection stores can often rely on capital to quickly sprint.From shopping malls to consumers to capital, they all show great enthusiasm for "upstarts".
At first, Huamei quickly got out of the circle with "sample economy", and successors such as ONLY WRITE also used big-name samples as traffic promoters. In addition, ONLY WRITE’s original 99 yuan makeup blind box has also stimulated the market’s enthusiasm for beauty collection stores.
However, with more and more homogeneous brands entering the market, samples and blind boxes are no longer a long-term solution as drainage means. The sample supply chain of beauty collection shops without brand authorization is not stable, and the sales of blind box makeup will tend to be rational after being popular. Maybe,The core competitiveness of offline beauty collection stores will also return to "experience".
Under the new format, cosmetics stores are no longer just a place to display goods. How to attract consumers into stores is still a technical job.
Source of the title map: OnlyWrite writes Weibo alone
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