In the beauty industry market, micro-business and O2O meet, and the result is like this?

Although WeChat business and O2O are gradually turning from hot to cold, at the Shanghai Beauty Expo these two days, WeChat business and O2O are still the focus of major beauty and personal care brands and beauty, makeup and body stores. The only difference is that there seems to be an interaction between "micro-business" representing retail and "O2O" representing services.

　

Offline service stores such as beauty, cosmetics, body care, manicure, and hairdressing will cooperate with retail sales

Initially, when it comes to the beauty industry, everyone pays attention to beauty, cosmetics, How to make money from basic services such as body beauty, manicure, and hairdressing, as well as various plastic surgeries such as plastic surgery, breast augmentation, and liposuction. With the emergence of the emerging O2O service model in the beauty industry, the industry has begun to pay attention to the challenges posed by new Internet forces to the traditional beauty industry.

　

However, after such a long time, although the beauty industry O2O has grown well, it has not been able to shake the foundation of the traditional beauty industry. Scene comfort, human efficiency, safety, quality, demand and other factors limit the O2O of home beauty industry to only play a certain supplementary role to the traditional model. Although in-store O2O beauty industry is more accepted by the industry, there are no companies and models that can change the entire traditional beauty industry chain.

　

The emergence of O2O in the beauty industry is not a disaster for the traditional beauty industry, but it points out the direction of development. Facts have proven that home-based beauty industry O2O is just a passing phenomenon, while in-store beauty industry O2O is ultimately based on the service capabilities of the traditional beauty industry. Nowadays, for beauty industry service merchants, not only are they not afraid of O2O, but they are more proactive in embracing O2O, because the networking capabilities brought by O2O can extend the service interaction time with customers. When customers do not go to the store to enjoy services, You can also communicate closely with customers through various network information and push some new services and "products".

 O2O has not received much attention. You must know that you must go to the store to enjoy services, and there is no space limit for commodity transactions. After contacting O2O, beauty industry service providers fully realize that the Internet can extend their sales of in-store product sales, and then have opportunities. Enhance the revenue capability of commodity trading. The value of O2O to merchants is to provide more business ideas that can increase revenue, otherwise O2O is really just a concept.

　

Facial mask micro-business has passed away, and the beauty industry micro-business has begun to formalize in the era of social e-commerce

When it comes to beauty product transactions, this is actually what micro-business is best at My work, especially the proliferation of WeChat merchants in the early days, facial mask products all over the world, and various purchasing agents in the circle of friends are mainly focused on beauty and personal care products. It is said that beauty products account for half of the WeChat merchants. Not an exaggeration. Nowadays, the novelty of micro-business has disappeared, the bonus period is over, and the industry has begun to purify itself. Micro-business such as "hoarding scams" and "inferior facial masks" have been eliminated, and have been replaced by micro-business with systematic social distribution by well-known brands and retailers. Way.

　

The explosive development of micro-business in the past three years has led many beauty manufacturers to follow suit and invest heavily in establishing micro-business distribution channels for beauty. A large number of micro-business distribution information service providers such as Diandianke have also taken advantage of the trend. Although there have been calls for a pre-cooling of micro-business recently, channel merchant Keli Beauty can still achieve 300 sales in 3 months by adopting Diandianke’s Renrendian distribution system. The transaction turnover of 10,000 yuan shows that formal and reliable products still have a consumer market through micro-business transactions.

　

The micro-business transaction model that benefits from social marketing communication has been included in university professional courses. This shows that micro-business has also been recognized from the education and employment level, just like e-commerce. This It is an important symbol of the formalized development of micro-business. If you still have doubts or negative opinions about micro-business, we might as well think about it the other way around. When the basic environment and supervision are completely immature, there are a lot of people who are willing to consume through micro-business. So if micro-business If the business order of merchants is formalized, will these people continue to choose micro-business transactions? The answer is obvious. People who are willing to consume through micro-business during the gray period of the market have no reason to boycott micro-business after the market matures.

　

Brand + dealer/store + micro-business, a beauty industry distribution system that combines retail and service has gradually formed

The process of micro-business moving towards formalization has been looking for Well-known brands and dealers are just one of the trustworthy carriers. In the process of transformation of the entire beauty industry market, as a service-oriented beauty industry service store, it can also be regarded as one of the trustworthy carriers of micro-business, and they themselves are also One of the retailers of beauty products, this is also the intersection of micro-business and O2O today. Although the Internet has created some emerging industries, its greater role is to serve traditional industries. Both O2O and WeChat business seem to be revolutionizing tradition at the beginning, but in the end they both serve tradition. Network Tools.

　

The intersection and combination of O2O and micro-business may reorganize the entire beauty industry retail market industry chain, which will also bring new challenges and opportunities to micro-business distribution service providers such as Renrendian. Take the three-level distribution system of Renrendian as an example. The previous distribution method was that the brand built its own distribution system, or distributed the products to second-level dealers first, and then the dealers distributed them to third-level micro-businessmen, and finally through The huge social distribution system creates channel fission, and then drives transactions through social trust relationships. This method has been proven by the market and is feasible, but what we want to discuss now is whether other three-level distribution methods will emerge under the trend of combining O2O and micro-business.

 There are commercial dealers, including internet celebrities, large micro-business individuals, and of course some offline retail stores. As of now, offline beauty industry service stores can also serve as secondary distributors for micro-business. In the traditional beauty industry service trading system, most of the beauty industry service stores act as the final retailer, distributing goods. It’s basically the end of the trip to the beauty industry service store.

　

In the era of micro-business, more micro-business practitioners have assumed the lowest retail role, which has given rise to the transformation and rise of beauty industry service stores in the commodity circulation and transaction industry chain. Opportunities for intermediate secondary dealer roles. Now for beauty industry service stores, not only their own clerks can serve as terminal micro-businesses, but also relatives, friends and customers can become terminal micro-businesses. The most important thing is that a beauty industry service store that can run away like a monk but not a temple is more trustworthy as a secondary dealer than many other micro-business dealers that are completely based on the Internet and do not have a business license.

　

For micro-business distribution service providers such as Renrendian, when O2O and micro-business are integrated and developed, it is a good idea to expand offline service stores as secondary dealers in the beauty industry market. Not a bad opportunity. Service consumption can be promoted through O2O, and product sales can be driven through micro-business. In the final analysis, the Internet is still a tool that serves the real economy. If the Internet can bring increased income, there is no reason for Meiye Service Store to refuse it. In other words, O2O Combination with micro-business is an inevitable trend.

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