Compared with Little Red Book, little Red Lip’s output content is mainly short videos. The platform of Little Red lip is divided into four channels: beauty makeup, body shaping, fashion and life, but beauty makeup is the main channel. From the aspect of attracting customers to purchase with content, Little Red lip can be said to be a typical beauty vertical content e-commerce.
Relying on content e-commerce, Little Red lip has gained initial user growth
As a typical example of beauty vertical content e-commerce, the content generation mechanism of Little Red lip focuses on UGC mode, mainly in the form of short videos lasting about one minute. Users can be divided into ordinary people and expert people. Ordinary people can click to watch their videos, which will have beauty makeup tutorial sharing and beauty product recommendation and so on. Of course, ordinary people can also share their beauty tips by Posting videos on little Red Lips. In general, as a typical red lip has the following characteristics.
Feature 1: Most of the users are young women. It is understood that 90% of users of beauty vertical content e-commerce are young women aged 18-30. Of course, little red lips are no exception. And the purchasing power of young women is very strong, which can be seen from the singles’ Day tmall Taobao statistics. Therefore, female users with strong purchasing power are the most obvious feature of all beauty e-commerce companies.
Feature two: Beauty makeup tutorials and beauty products sharing. Another obvious feature of beauty vertical content e-commerce is that the output content mainly focuses on beauty makeup sharing. For example, some experts will teach users how to make up in their videos, introduce users to many beauty products and share their beauty experience during the process.
Characteristic three, all rely on the fan effect to sell products.
In fact, beauty vertical content e-commerce is supported by fans on the platform. Some celebrities who have accumulated a certain number of followers share beauty content on the platform and link to beauty products in videos. After watching the video, the users think the beauty products shared by the celebrities are good and will buy them spontaneously. Therefore, whether the sales volume of beauty vertical content e-commerce is high depends on whether users buy the master account.
These three characteristics are not only the characteristics of little red lips, but the universal characteristics of beauty vertical content e-commerce. While these features do make a niche for beauty vertical content providers like Little Red Lip in this highly competitive market, they are also likely to cause them trouble.
Into the net red, also may be in trouble because of the net red
As mentioned above, the three characteristics of beauty vertical content e-commerce reflect its essence of relying on the popularity of Internet celebrities to drive sales. However, the popularity of Internet celebrities will eventually fade. Chen Ou, THE CEO of Jumei, also became famous overnight. His weibo followers rose from 10 million to 40 million, making him a hot online celebrity at that time. Even sending a single microblog could bring jumei tens of millions of sales. And now the net red effect caused by Chen Ou has been calm. Perhaps a hit video or two could boost sales on a platform such as Little Red Lip, but only temporarily. Once the heat wears off, Little Red lips is in a no-man’s land. Such a dilemma is caused by the common faults of beauty vertical content e-commerce.
First of all, from the perspective of the platform itself, beauty vertical content e-commerce lacks effective management of platform talent. Many e-commerce companies with vertical content of beauty makeup, including Little Red Lip, have the operation model of “talent + beauty makeup video tutorial + live broadcast + e-commerce”. This means that only when celebrities become popular, more fans follow them, and more people watch their live broadcasts will the amount of conversion change. Therefore, if they are the breakthrough to increase sales, then platforms should manage them effectively.
Take little red lip as an example, little red lip did not manage the platform of masters in a planned layout. For what kind of talent to support or output what kind of content, little red lip seems to have no unified standard, only let the da people play by themselves. The lack of effective management of the master makes the output content of the platform relatively messy, which is not conducive to the management of the platform. In addition, beauty vertical content e-commerce depends on the output of beauty content to get the top position, it is necessary to pay great attention to the overall layout. For example, summer makeup tutorials should be published in summer and winter makeup tutorials should be published in winter. These makeup tutorials should be promoted to the platform in the form of series, so as to make the beauty makeup content on the platform more timely and more quality. Many beauty verticals today lack this.
Secondly, from the perspective of supply chain, the goods supply of beauty vertical content e-commerce is not stable. Little Red lip and other cosmetics vertical do not have their own brands and factories, can only supply through other suppliers. There are a lot of uncertainties. On one hand, in product product control, little red lip is difficult to achieve all aspects. Once the product is sold on the platform and users discover quality problems, Little Red lip’s reputation will be tarnished. Secondly, the quantity of incoming stock is also difficult to control. Replenish more, fear not to sell out to cause inventory crisis; With fewer purchases, suppliers have little room for bargaining, which leads to higher purchase costs.
Finally, from the perspective of users, the number of users of beauty vertical content e-commerce is not very large. Compared to gather the United States superior product such United States makeup big guy, the user quantity of small red lip is not mesa. It is understood that jumei now has hundreds of millions of active users, while little Red lip’s active users are only tens of millions. Admittedly, Jumei and Little Red Lip are two different beauty e-commerce companies. However, it is understood that Jumei also has the tendency of developing content e-commerce. In fact, jumei’s users are also the target users of little Red lip, and the two user groups are highly overlapped. That is to say, in the competition for users, Little Red lip and other vertical beauty makeup face jumei and other beauty e-commerce giants.
One day, the popularity of Internet celebrities will fade, but the common problems of beauty vertical content e-commerce will not disappear. Small red lip people how should ability medicine arrive disease divide? Get a piece of the beauty pie in this competitive market.
Correct layout + control products + innovative content, little red lips can settle down
Since the short-lived online celebrity economy is not reliable, little Red lips must constantly improve themselves, continue to expand their strength, in order to stay in the competitive beauty market.
First, beauty vertical content e-commerce should do a good job in the strategic layout of output content. In short, be good at choosing content and constantly adjust the direction according to market trends. In this respect, little red lips can learn from Tik Tok. Douyin has macro planning and control over the trend of output content on its platform. At first, Tiktok gave free rein to ordinary people. After a while, Douyin began to support some celebrities with large followings, and later signed up a large number of celebrities from other platforms. After joining Tiktok, they are contracted to output video content at regular or irregular intervals. Then Tiktok started inviting celebrities. Tiktok is certainly a model of effective management of talented people.
Second, beauty vertical content e-commerce strictly controls product quality and decides the categories and quantity of goods to be purchased through big data. In addition to controlling the quality of beauty products sold, little Red lips should actively seek cooperation with big beauty brands and gradually bring some of them onto the platform. First, to give users more choices, better meet the needs of multi-level users. Secondly, the presence of major beauty brands on the platform can help the platform establish a high-quality image. Jumei superior product in the early stage of development also used such a method, the introduction of many international brands.
Thirdly, beauty vertical content e-commerce should constantly innovate content and output content that users like. Little Red lips will go back to the content itself, according to the user’s preferences continue to innovate. We should be good at grasping the current hot topics and creating content that users like. For example, Douyin cosmeticians will provide different makeup and clothing combinations for female users according to different occasions. In a market flooded with beauty content, red lips should know that it’s easy to get tired and monotonous tutorials will be rejected by users. Therefore, innovative content is the most important way out for the little red lips to rely on content.
Overall, the online celebrity economy can indeed help beauty vertical content e-commerce to achieve short-term success. However, in order to achieve stable development of beauty vertical content e-commerce, more efforts should be made on its content. Beauty vertical content e-commerce companies need to operate for a long time, and beauty artists will not be popular all the time, so it is impossible to make a qualitative leap for little Red lips only by one or two groups of experts. Little red lips want to complete qualitative change, it is necessary to improve themselves, in the output content constantly bring forth the new. At the same time, the quality of beauty products sold on the platform is strictly controlled. Only the beauty products with quality assurance and the output of quality content can make the beauty vertical content e-commerce go to the sky.
Public ID: Liukuangtmt, cooperative plus wechat account: Sanche2017, this article was first published on The website of Venture Capital