This year is the Wuxu Year. After Zeng Zhaoxia successfully revived the makeup service brand last year, he replaced his suit, tie and shirt, and put on a refreshing and simple short-sleeved shirt and shorts to lead the team to start a new business.
Because of the “Journey to the West” as an entrepreneurial culture, the company’s employees have a flower name: “Kuanyin” Maitreya “Nine-headed horses” “Yellow winds … … this makes the company no The strict level, I was able to go all out to make a new Internet brand. Even though they have to do nothing at all, 乖 乖.
Zeng Zhaoxia said bluntly, saying: “To be beautiful, it is to puncture the bubble in the service industry. It’s not a pinch, but a stick to break the bubble. Xiaomi is doing new manufacturing, Ali is doing new retail, and the United States is doing new services.
In response, three questions were raised:
Is this an impulsive move from the offline to the online? In fact, for Zeng Zhaoxia, this But it is continuing to carry out the justice of his life: let customers scream and let them marry.
How difficult is this? The industry experience should be deep, the vision should be broad, the vision should be accurate, and the action should be quick and responsive.
So, can it be done? Anyone who follows Zeng Zhaoxia believes that he will inevitably have a squally shower in the service industry.
Demon and demon, everything is user-driven
Doing business, few people will take the initiative to change their lives, especially the vested interests in the industry.
But Zeng Zhaoxia is different. He has created a new model of makeup service, both feet in the beauty industry, and now it is necessary to overthrow the irrationality and create a new species. And his emboldened and aggressive, has become visible to the naked eye — in the company, inspirational slogans are everywhere, such as “Dare to play, only because of the material” user-driven, Journey to learn and so on.
Things go back to the beginning of 2018.
At that time, he was leading the Meilu entrepreneurial team to sort out the upstream and downstream of the beauty industry, and a market report caught their attention. According to the report, the cosmetics retail transaction volume in 2017 was nearly 700 billion yuan, an increase of nearly 20% compared with 2016. In 2018, the scale will continue to expand. But is the situation as gratifying as described in the report? The team decided to go to the market and go to the female consumer to find out.
In fact, many female consumers complained that they complained about a common pain point not written in the report: cosmetics, beauty services, low cost performance, really touching people. Not many.
After hearing such feedback, the team of the company calmed down and reflected: “When consumers spend money but are not comfortable, we don’t solve the problem, how can we talk about user drivers?
So they decided to specialize in this matter. In order to finalize the new brand name, the team of the company is in the office for 7 days and 7 nights, only to come up with a brand name that the user likes. Until someone proposed to call “Mei Wei, 80% of the consumers who participated in the survey of more than 200 women expressed their disappointment, and they finally finalized their registration.
“The brand name is the first impression. I don’t want to call for the first time. Can I still play? The team of the United States admires “Journey to the entrepreneurial culture. They believe that the road to entrepreneurship must be achieved”. That’s it. In the end, they summed up this spirit into a slogan of eight characters, hanging in the company’s conspicuous position: innovation and trial and error, paranoia.
The big day, starting with social e-commerce and services
The ideal is full However, companies from 0 to 0.1 must first think clearly about the entry point.
The beauty team chose to cut in from cosmetics retail. Because the selection of illuminating products that are visible, tangible, and highly concerned, and improving their cost performance, consumers can directly benefit, and thus smoothly enter the market.
So, which channel should I take? The team believes that the key is to go online or online. The key is which channel has more games to play and users prefer.
After comparing the horizontal and vertical, they took a fancy to the social e-commerce app. This is not only because the current social e-commerce model is prevalent, but more importantly, the core is to establish connections and exchanges between people, and to make people’s business, so that the snowballs are getting bigger and bigger.
After setting the basic direction, the team began a full-scale layout.
First, they started looking for the first users with fission capabilities. Meilu has cooperated with many beauty brand offline stores to introduce its owners and members to Meilu. In addition, the company also cooperated with the shopping channel of Shenzhen TV Station to introduce a large number of members with strong purchasing power and strong communication into the WeChat group of the United States for fission.
Secondly, they developed consumer packages and product explosions that consumers like, and limited time sales. Gift package offers are usually released in the WeChat group. According to the statistics of the United States, the current gift packages are usually sold out within 30 minutes. Therefore, to use the US App, you must first make friends on WeChat.
Third, if you share the item to a friend, the friend will pay the order according to the link, and the sharer will get a certain amount of rebate. The amount is marked next to the price of the product, which usually increases the enthusiasm of the user to share the new one.
This game of beauty is based on a principle: goods must be of high quality and low price. This involves the supply chain.
During the development of the App, the team has already looked at the global quality supply chain, allowing international brands to enter the United States & mdash; — such as Versace, Coach, L’Oreal, Procter & Gamble, Kao, etc.; BigThe data, around the “just need, high-frequency carefully selected, only sell the explosions that users like.
At 0:00 on April 26, 2018, the US App was officially launched. In the case of only 20 SKUs, the transaction amount of 260,000 yuan was reached on the same day. Now, the company is still constantly updating its trading records.
Dissemination “True Classics, Empowerment Service Industry”
In June 2018, the store manager of a beauty service chain in Guangzhou was full of grievances and was looking for people to talk about. Because of the good location and high rent, it is just a matter of smoothing the cost every month and not making a profit.
There is also a store for Zeng Zhaoxia makeup service brand franchisees in that place, so the news of the peers has spread to the franchisees. He looked at himself: the monthly performance of 80,000 yuan, enough to be able to remove the expenses left, and did not find a way to make the store’s performance increase exponentially, and then continue to find someone to talk about.
In fact, there are many franchisees who are similar to his situation. Moreover, they are all a group of people with ideas. After a long time, they are anxious. Finally, they come to visit Zeng Zhaoxia with a bit of emotion: You ran Do online “lds; daughter social e-commerce, it is not under the pipeline” pro-son?
In fact, in the United States “reconstruction service industry layout, do social e-commerce It’s just the first step, and there’s the second step, “Energy Service. Therefore, Zeng Zhaoxia had already expected that this would happen. In order to achieve the second step, he and the team of the United States and the United States immersed in the study of the S2b2C model, pondering how to reconstruct the service industry.
So, after listening to the feedback, he felt that the opportunity came.
Next, the team and one of the franchisees tried together to include the store service in the app and to guide the store. In just 2 days, the franchisees won more than 50,000 yuan through the company, and the monthly sales reached more than 500,000 yuan.
—— empowering the line stores can work! Zeng Zhaoxia has set his mind, and the future path will be clear.
Zeng Zhaoxia said that the beauty service industry is mixed with too much foam, low quality and high price, and passenger traffic is not going up, forming a vicious circle. This is the root cause of their difficult survival.
Therefore, the team decided to walk with two legs: support a group of fresh-starting Chinese brands with a beautiful model; Meishao’s high-quality and low-cost supply chain replaces their low-quality and high-priced products and services.
They know that only by first breaking the bubble of beauty service, can this method be pushed to the entire service industry, and finally the service industry will be reconstructed. Now, the model of Miyuki’s offline store has matured, and the blueprint of the stars and seas is slowly unfolding in front of the participants.
After joining the franchisees, they earned money and gained profits. They are also more convinced that beauty will become the next legend.
Relevant recommended products
PVC Pipe with Superior Quality Made in China
Tinplate for Food Pakcaging and Chemical Packaging
Polycrystalline 300W Solar Panel for Sale
Color Coating Aluminium Coil PE Painting for Inside Doors
High Temperature Ladle Sliding Gate for Steel Industry 2015