2018, oulaiya obtained revolutionary double digit to grow in China, add to come nearly 14 years fast most. Market of & of consumer of Europe Lai elegant China has an insight into chief inspector Tao Jun introduces, this is main profit from is China custom-built " 5 force " model, the strategy that is a center with consumer from beginning to end with backside decides force.
Network business gentleman
"Respecting Europe Lai is elegant, inevitable meeting mentions the United States. The United States is the one part of our human nature, also be a pursuit of everybody eternity. Our meeting discovery arrives from prehistoric now, the mankind never has to beautiful pursuit had stopped. 100 old before, oulaiya is born, wherefrom daystart, devote oneself to ' let everybody have the beauty ' became each Ou Lai's elegant person's holiest mission. " on April 26, on the plenary meeting of sale of 2019 new networks that holds in business of the world network, hold the position of consumer of Europe Lai elegant China and market to have an insight into the opening remarks that chief inspector Tao Jun uses a paragraph of tender sensibility mentioned the biggest to China beauty makeup Oulaiya's commerce ponders over the group.
Oulaiya has been the biggest beauty of the whole world and China makeup group, and China also is Europe Lai elegant whole world the 2nd big market. More important is, china has become the key position that Europe Lai elegant whole world innovates and digitlizes.
Be in 22 years of in the past, the outstanding achievement of Europe Lai elegant China maintains very steady growth all the time. And 2018, the group obtained very revolutionary double digit to grow, it is to came 2004, be added 14 years namely fast a the fastest year.
Have an insight into from consumer compose setting out builds strategic modelWhat is the main core account that Oulaiya acquires so outstanding effect, sum up even if be core with consumer from beginning to end " 5 force models of Europe Lai elegant China " : The brand that makes a person yearning and product, outstanding innovation, new sale, new value of retail, society. Offer customer from beginning to end, the brand that makes them yearning and product; Explore outstanding and effective product innovation from beginning to end; Keep think how to can offer consumer to overturn all the time new sale of the gender and interactive means; Provide the new retail experience that to them the line on the line plays confluence, advantage is offerred for consumer in every link that consumes method; Also include to be social progress actively to make contribution ceaselessly. All strategy conception of Europe Lai elegant China and business work, be demand of the person that expend from offset have an insight into begin.
Be based on analytic consumer to have an insight into, hope those who offer customer is actually, the brand that can attract them, product, experience perhaps serves. Meanwhile, the product that consumer of special also attention offers to place, brand, service has what feedback. Oulaiya feedbacks actively according to these make adjust timelily, update or improve, can make the brand that they love truly from beginning to end thereby, this is Oulaiya's concept.
Become customer consumer, should become more " person " lookWhen regarding shopper as the identity, oulaiyahui understands them actively is how to choose shopping route, the channel that perhaps shops, have the intention of a few choices, shopping method is what kind of, because what be,move, they experience to shopping what the requirement is.
Regard a brand as the user, we need to understand them to be opposite the understanding degree of brand, category and product, have acknowledge, to what kind of degree, have what kind of information demand. We also need to understand the feedback after they are used to our product, also hope to understand of course, hope brand provides what service and experience;
Likewise important is, as the person, we are a few more all-around to their understanding need, the square field surface such as the viewpoint of value that can know her, lifestyle, life that occupy the home, recreation, include to pay close attention to the heat topic that they pay close attention to most now. What we hope to understand is consumer serves as a person, 360 degrees of stereo understanding.
As the development of science and technology, the change of macroscopical environment, have an insight into kind also produced very big change. Consumer is online go up and rife behavior contrail can stay below the line, so consumer has an insight into to must have gregarious listen respectfully today, with the ability that big data analyses. Regard consumer as the personnel that have an insight into at the same time, still need to have very strong study capability and the capacity that cross sectional efforts, find a solution at the same time, the be born that promotes a solution and carry out.
The development trend that consumer has an insight into more and more human nature is changed, digitlization, intelligence is changed. To the development of prospective science and technology, want those who have special acumen to have an insight into, want to understand future how to can hold newest trend. Who can cast its development successfully, who can master first machine.
Oulaiya is met everyday capture exceeds the consumer on 30 thousand website to be inscribed about beautiful word, to brand and product feedback and evaluation, also can apply big data is analysed or method of artificial intelligence analysis identifies. These now discussion in the center, some trends may have an opportunity to make trend of next main trend. Oulaiyagen occupies big data also the tool that compose established KOL government goes understanding KOL, those who include every KOL suffer numerous, welcome degree, cooperative investment yields than, the performance after reaching collaboration dogs etc.
By each " you " the new era of dominantOf consumer new yearning be in in Chinese incorporate increasing yuan change, change subtly, it is custom-built even change. And consumer is in and the brand interacts in the process, actually the hope can undertake more and more initiative. Hope all beauty, it is brand communication it may not be a bad idea no matter, product it may not be a bad idea, create for themselves. Oulaiya calls the United States such period " your times " . Such " your times " , have an insight into to consumer unprecedented important.
Oulaiyaji has an insight into at consumer summary comes out to be in the beauty " your times " 10 big new consumer feature -- " of your times new 10 situation " :
Colour namely justice
"Colour value economy " the main engine that making your times consume growth.
Two data will make clear, countrywide cosmetic turnover achieved 314 billion yuan 2017, grow 10.2% compared to the same period. And in small gain above a such platform, the small gain user of 33% is 110 million user almost, they are talked about concern with the United States in the topic. The United States is human part, no matter how is this society changed, the person lives to happiness, the demand that has the beauty from beginning to end won't change. This is apparent feature.
One person 1000 makeup
In recent years, the hot rate of colour makeup can say be phenomenal class to go up. This is reflecting evidence the consumptive idea change of your times, arrive from follow other expressive ego, show individual character; From " buy the masses " " buy small numerous " .
The female of 95% has China at least a lipstick, the beauty of 35% makeup consumer can be willing to increase protect skin and make up measure, realize different beauty. Body can have now increasing custom-built change, personalized demand, we can say one person 1000 makeup it is very important about the United States makeup relevant trend.
The state is current model
Oriental culture is the world all the time, inside information deep Chinese culture becomes fashionable Castaly, new Oriental aesthetic is ceaseless Jing colourful world, increasing contain " Chinese element " the product becomes consumption to explode paragraph. On the other hand, "Xin Guochao " arisen also show China with big country the arousal of attitude, self-confidence and innovation.
Of more and different culture and Chinese culture blend. In the past there is rife brand in period of time all sorts of newsreel of meeting choice and China, or the Imperial Palace cooperates. After different culture blends, produce a few window and scintilla.
Effect is king
Character life is the consumptive concept of your times consumer. They pay close attention to the quality of the product, security, effect more, the hairdressing that their tendency uses more scientific recipe and protect a product, enquire and also understand the scientific part of the product very can actively.
This is opposite is very fundamental trend for market of United States makeup, consumer is more and more mature, the composition in all cosmetic product that the hope uses or effect can true very effective, want to assure safety again at the same time. Prevented gross of the sale on line of the category that bask in frost to grow 85% compared to the same period first half of the year 2018. Meanwhile, consumer discovers to be mixed to the attention of composition in all gregarious platform discuss, this adds fast dispute constant breathtaking.
Net of the whole people is red
Agitation of net red economy also is affecting beauty makeup trade, protect makeup gain of skin and beauty advocate people go up in each big gregarious platform with vermicelli made from bean starch people interactive, make their consumptive opinion exit, also coach through demonstrating professionally to mix, encourage consumer to reveal beautiful elegant demeanour with new method and new product.
Two data can explain, one, there is what exceed 100 million almost in China, alleged the personage of influential on the net force. Grew when everybody live show 2017 add up exceeded 90 million hours, so these two numbers are put together, can discover exceedingly breathtaking.
The lane that cross a boundary is wet
The consumer of your times is a flock of is happy that act as the person that consumes a pioneer, they beg fancy, follow the fashion, dare have a taste of what is just in season, because this also is fond of the sale crossing a boundary of the brand more and more.
What cross bound collaboration to offer customer actually is the experience of special extraordinary. They a few brands of special true love, with the choice brand collaboration often produces a few scintilla, new move, very welcome in young customer.
The little hand that press down chop is mad
Advance what change construction as national town steadily, sale channel of small line city and network equipment permeability rise ceaselessly, the small the year's harvest that press down blueness is cannot the consumptive power of small gaze.
This trend also very suffer take seriously, what it tells everybody is brand-new consumer demand and longing. These consumer come from small line city of China, by tens of thousands a wide place in the road. They are very tall also to beautiful demand, also can have beautiful product. This market or this trend greatly, depend on we digital science and technology is mixed now the development of electronic business affairs.
3 view compare facial features
"Your times " consumer cares him not only, also care social change. They are not satisfied at spectator part, they expect to become the person that the society is changed with positive action. Accordingly, they also value a brand to whether advocate collective viewpoint of value more, fulfill company liability whether actively, in the settlement that whether shares social problem.
This phenomenon is very apparent also, the Chinese consumer of at least 75% can select the brand of a few society value that can reveal them and product. And the Chinese consumer of 78% begins to boycott and reject a few brands and product, if they are in,word of a few societies has impertinent position on the problem.
2.5 dimension experience
"Your times " also be experience times, consumer needs what product function brings to use an experience not only, when also wanting a product to choose buy an experience, more the gregarious experience when wanting a product to use. Such experience is changed and socialization is changed shop, leaving the way of complete contact with the line on the line, let shop make a kind of way of life. The profit that it brings customer is, can consumer a few experiences, rise completely to beautiful longing to higher layer level.
Male makeup faddish
2017 " double 11 " during, the search of makeup word measured man colour to grow 157% compared to the same period. And be in 95 hind in man consumer, the person that has 25% at least can use BB frostlike powder.
In the social element of new era the influence falls, consumer no longer constrained at old-fashioned concept, the male adds cent for his explicit appearance as much and try hard, will protect skin and beauty makeup the important one part in serving as daily life, market of look of Chinese male manage begins to appear to be changed subtly, specialization and the tide that high end turns.
2017 " double 11 " during, the search of makeup word measured man colour to grow 157% compared to the same period. And be in 95 hind in man consumer, the person that has 25% at least can use BB frostlike powder.
Oulaiya begins to taste innovation center strategy newly to cooperate with day cat from last year, the purpose hopes through be based on the consumer of big data to have an insight into the ode can innovate namely, this kind of innovation reflects the innovation in new product not only, new sale means innovates and new retail innovation. Project of the first strategy is aimed at man manage look, the hope is passed and collaboration of center of day cat innovation is gotten " male makeup faddish " what this trend falls is newest have an insight into. Pass pair of day cats and the data analysis of the consumer that clean out treasure, both sides released course of study inside first " man manage holds white paper " , understand thoroughly man manage to allow product consumer to have what kind, have the demand with diverse what, how can satisfy his requirement. And the tendency that market of look of whole man manage grows.
Oulaiya still made first when be based on these consumer to have an insight into with day cat " super experience week " . Whole activity attracts new customer capacity to amount to groovy activity 3 times, what also made first line fall to be core with consumer experience at the same time is fast show inn, built up first the below the ensign in Oulaiya 5 brands that have man product line greatly.
Today, elegant group of whole Europe Lai is undertaking first facing the whole world " company of science and technology of United States makeup " transition, its purpose or the force that want to adopt science and technology promote consumer the capability that have an insight into further, go up in this foundation, the ode that adopts science and technology can, bring for consumer more individuation, custom-built even the product that turn, service and experience, create greater value for them, let more person have the beauty, more have exclusive oneself beauty.
"Be in ' your times ' -- the times about each you and me, each Europe Lai elegant hope and you, the United States is together, beautiful beauty and in all " , this is Tao Jun make to Chinese consumer on behalf of Oulaiya " profession " , also can't help letting person couplet remember this year in Feburary, year of strategy of Europe Lai elegant China is communicated on the meeting, the conclusion that the acceptance that contain of Si Bo of presiding apparitor of Europe Lai elegant China uses formula of a paragraph of 4 prices books makes for his speech " you are us this gives birth to a love / no matter arrange condition or adversity / our Dou Yongyuan loves you. The conclusion that the acceptance that contain of Si Bo of presiding apparitor of Europe Lai elegant China uses formula of a paragraph of 4 prices books makes for his speech " you are us this gives birth to a love / no matter arrange condition or adversity / our Dou Yongyuan loves you..
Who can resemble we should like to ask the person that is like treating a sweetheart, offset expended? Oulaiya can. French romance makes a person sweet arrive bottom of the heart, and Chinese market is worth while, chinese consumer is worth while.
