Author | Lehar
Edit | Wending
The first shot of Li Jiaqi's own brand did not fire!
During 618 this year, Li Jiaqi said in the live broadcast room: "China now has a strong supply chain, and these factories are the heroes behind the brand, and we hope to bring these high-quality goods to everyone through the beauty wrist selection." ”
At that time, the "Beauty Wrist Preferred" Tmall flagship store was launched, which attracted the attention of people in the e-commerce industry.
However, it has been three full months since the official launch of the store, and it seems that the beauty wrist selection has not caused much splash.
According to Paidai statistics, as of press time, there are a total of 10 products in the Tmall flagship store, and only 3 products with sales of more than 10,000 yuan, with sales of zero and thousands of products accounting for about 70%.
As the saying goes, "there is no 100-year-old Internet celebrity, only a century-old brand", since 2018, there have been more than 10 MCN institutions that have developed their own brands. However, it cannot be ignored that the increase in revenue of self-operated products is often accompanied by a decline in gross profit, and the deeper the degree of self-operation, the greater the cost investment.
In this case, is it really reliable for Li Jiaqi and the beautiful wrists behind him to rely on their own brands to create new growth points?
The "first store" of its own brand did not perform well
The market's impression of the company has always stayed at the level of the boss Li Jiaqi.
After successfully incubating the "Li Jiaqi Live Room", "New Show", and "Naiva Family", the beautiful wrist has 170 million fans on the whole network.
This time, with the beauty wrist preferred Tmall flagship store, the big guy walked to the front of the stage from behind the scenes, thinking that he was turning around gorgeously, but he never thought that the performance of the "first store" was not optimistic.
On the one hand, the sales volume is average.
The Tmall flagship store currently has less than 6,000 fans, and the store has 10 products on sale, such as garbage bags, cotton towels, laundry pods, and hair dryers.
The first place in sales is a garbage bag co-branded with Uncle Bag, with a unit price of 14.9 yuan, and more than 50,000 people have placed orders.
In addition to garbage bags, more than 10,000 people bought soft towels and wet toilet paper.
The other seven products, with few buyers, and even the silicone quilt with a price of 239 yuan, has not been sold for more than three months.
In the eyes of many people, such data is already good for a new store, but compared with other similar stores on Tmall, the beauty wrist is still far behind.
According to the first-quarter store opening data released by Tmall, Tmall's new merchants increased by 60% year-on-year, the turnover of new merchants increased by 150% year-on-year, and more than 200 new merchants sold more than one million within three months of opening the store.
Although the official launch of the beauty wrist selection was in the second quarter, it was obviously very difficult to catch up with the performance of millions of sales.
Putting aside the micro and macro is not enough to convince the public, so from the perspective of competing products, does the beauty wrist preferably win?
Take the best product currently sold in the store as an example, enter "drawstring garbage bag" in the Taobao search box, and the same type of product will be displayed immediately.
The top two products, one with a sales volume of 1 million pieces and the other with a sales volume of 800,000 pieces, are both factory stores, and the higher price also makes the beauty wrist preferred lose and impress consumers to place orders.
At the same time, the quality of the products in the store is also questioned.
Meifang once said, "We will ensure the quality of products and services through multiple rounds of product selection, multiple audits, and strict quality control by the QC team." ”
In the comment area of the Tmall flagship store of Meifang Choice, the system also shows that the praise rate of the product has reached more than 98% within three months, but in a peaceful atmosphere, different voices have appeared.
The "Cotton Soft Face Towel" advertised in the store's title instead of "Cotton Soft Face Towel" was questioned by consumers as playing with words, and the introduction of the material on the product detail page was also displayed as 100% viscose.
In response to consumer questions, the customer service of Meifang Preferred also made a unified template reply, and did not give a positive solution.
For a long time, the Ribai track has been firmly on the popular list of Tmall, and it is reasonable that the pressure of beauty wrist selection is high and the sales volume is low.
But with his back to the beautiful wrist and close to Li Jiaqi, the beautiful wrist optimizes the bad performance of this proud son of the sky, which is not only as simple as the general environment.
The beauty wrist is also not immune to the death of the operation
IN OCTOBER 2023, HOMELIFE RELEASED A REPORT TITLED "2023 GLOBAL HOME FURNISHING MARKET INSIGHTS".
According to the report, the global household goods market is expanding and is expected to reach more than $350 billion by 2027, with the Asia-Pacific region accounting for one-fifth of the market.
From the perspective of future trends, Meifang prefers to sell garbage bags, wet toilet paper, face towels and other products, and is aiming at market demand. However, where there is business, there are merchants, and where there are many merchants, there will be rolls.
Taking Douyin data as an example, in 2023, the number of small and medium-sized merchants in daily necessities will increase by nearly 30%, the sales volume will increase by 21% year-on-year, and the sales volume will be close to 60%.
When competitors take advantage of the time and place, and the beauty wrist prefers to enter the track again, it no longer has an absolute advantage in all aspects of operation.
In terms of the pricing of goods alone, the disadvantage is the most intuitive.
At present, the lowest price of the 10 products on sale in the beauty wrist preferred store is 12.9 yuan, and the highest price is 239 yuan, but most of the products are not priced more than 100 yuan, focusing on small amounts.
Taking the store's hot-selling drawstring garbage bags as an example, the beauty wrist can buy 55 garbage bags for 9.9 yuan, while searching on Taobao, there are merchants who only need 100 garbage bags for 10 yuan. In comparison, the garbage bag preferred by the beauty wrist is more than twice as expensive.
In the pursuit of cost-effective consumption scenarios, more and more people pay attention to functionality, and whether the goods are cheap enough and can withstand high-frequency purchases has become a consideration for many people to place orders.
In addition to the pricing of goods, the beauty wrist also takes the "Buddhist route" in the operation of activities and fan welfare.
According to Paidai's observation, during the Mid-Autumn Festival, the beauty wrist did not do relevant welfare activities, and clicked in from the store's homepage, and the preferential policy for fans was limited to joining the membership, with a discount of 10 yuan.
In other stores for the same purpose, members can not only receive store coupons, but also redeem points for gifts, and there are also members-exclusive large-value coupons for superimposing.
Whether it is price or welfare, the beauty wrist is preferred to maintain consumers, and it is not yet in place.
It is to win the hearts of the people to win the world, no matter how good the interest space is without the blessing of refined operation, the future of the beauty wrist will inevitably be bumpy and bumpy.
Private label antidote in IP and supply chain
At present, where is the breakthrough point of the dilemma of beauty wrist selection?
Three words, Li Jiaqi!
Beauty Wrist Preferred is not the first MCN agency to do its own brand, Dongfang Selection, Xiaoyang Selection, Xin Selection...... One by one, capital parties have entered the market, and the rapid rise of its own brand has long had a standard template.
In 2017, Simba began to lay out its own brand and create its own supply chain Xinxuan. He personally led the team to sell sanitary napkins and cotton passwords, and subsequently launched brands such as Jianfeng Diners, from daily 100 to beauty to e-commerce, with sales of more than 20 brands exceeding 100 million.
In 2021, New Oriental will launch Oriental Selection, and Dong Yuhui's small essay style of export swept the opponents in the same period. In just one year, with Dong Yuhui's influence, the number of fans in the Dongfang Selection live broadcast room has exceeded 36 million, and 52 self-operated products on sale have sold nearly 20 million orders.
And Xiao Yang of the Three Sheep Network, although the time is a little late, but with Brother Xiao Yang in charge, the cumulative sales of the store have exceeded 30 million orders, and the sales of one of the portable paper have exceeded 10 million.
Looking back at the experience of the capital side in doing its own brand, there is one thing in common, that is: there can be no shortage of over-the-top anchors.
When all its own brands are relying on big anchors to attract traffic, Meifang Preferred doesn't want to have too many "ties" with Li Jiaqi.
Since the Hua Xizi eyebrow pencil incident, the beautiful wrist realized that it couldn't put all its eggs in one basket, and "de-Li Jiaqi" has become the phased goal of the beautiful wrist.
However, the weight of the former lipstick brother in the hearts of consumers is still heavy, and in the evaluation of the beauty wrist, some people bluntly said "It has not arrived yet, I believe that Lao Li Tou recommends it", and for a while it was impossible to tell whether the five-star praise was given to the product or to Li Jiaqi.
On the one hand, I want to go to Li Jiaqi, and on the other hand, I have to rely on Li Jiaqi to support the scene, and it is difficult for the beautiful wrist to be preferred.
In addition to the influence of over-the-top anchors, the supply chain of its own brand is also a big test.
Previously, Xiao Yang Zhenxuan had been cracked down on by professionals many times because of the lack of strict control of the supply chain, including the recent moon cake incident, which could not be traced back to the source, resulting in serious damage to the brand image.
Whether it is selection or preferred, as long as the traffic and products are solved, the private label can be developed.
Clarify the key points of each link, and the future of beauty wrist selection may be worth looking forward to!
Resources:
[1] Why did Meifang open a Tmall flagship store? , The Economic Observer
[2] The beautiful wrist behind Li Jiaqi will become the boss of the MCN organization, the e-commerce newspaper Pro
[3] At the end of the MCN is a private label? Is it really that easy to do? , Krypton flow
[4] In the second half of the overhead anchors, they collectively bet on their own brands and new lists
[5] The beauty wrist "abandoned" Li Jiaqi? , a look at business