Color Make-Up Big YSL To Enter Tmall Flagship Store? Panic Buying

According to well-informed sources, YSL make-up has been reported to Tmall's flagship store, and complaints are being reported everywhere.

Unable to appeal, consumers can only enter the sealed shop by shopping cart and favorites.

Up to now, L'OREAL China, which belongs to YSL, has not responded to the news.

In the face of China's cosmetics retail market with a scale of up to 222 billion 200 million yuan, more and more foreign high-end beauty brands choose to enter Tmall's flag or Jingdong to seize China's electricity supplier market.

Why is YSL so popular?

According to the "2017 imported beauty trend report" released by NetEase koala, consumers also pay more attention to the quality of cosmetic products, and have a strong desire to import high-end cosmetics.

According to the analysis, China's huge population base means Chinese cosmetics.

There is also a great potential for growth. With the steady growth of domestic economy, the improvement of residents' income level and the change of consumption concept, the scale of domestic cosmetic retail market is expected to increase to 438 billion 500 million yuan by 2025, when it will surpass the United States as the world's largest cosmetic production and sales market.

In the second half of last year, the star lipstick that YSL launched for celebrating Christmas has been exposed to a large number of domestic social media. It has more than 10 million related topics on Sina micro-blog, less than ten, and has also won the top spot in Baidu luxury brand YSL.

Unlike other brands, YSL make-up has quickly caught the eyes of young people by using public channels such as public numbers and circle of friends.

Some analysts pointed out that behind WeChat as the main battlefield of marketing, most of WeChat's users age and brand age were highly consistent. An article entitled "breaking up without buying YSL" was released quickly after the launch of WeChat public address, which made the brand effect of YSL rapidly expand.

After a series of pre promotion campaigns, the YSL star series has not yet been sold, which has attracted many consumers' attention, resulting in the product being out of stock after the official sale.

It is reported that on Taobao, the YSL star series has the highest price and even been fired to 20 times the original price.

The picture shows the YSL star lipstick sold out on sale last year.

It is noteworthy that in 2016

The star series is not sold in China, and its hot selling makes a huge profit in China.

Whether it's marketing or not, YSL cosmetics are gaining popularity in the Chinese market. Driven by the best selling products such as lip balm and perfume, YSL cosmetics sales last year exceeded 1 billion euros for the first time.

In order to further stimulate the sales performance of YSL make-up in the Chinese market, the brand has adapted to the Chinese consumers' difficult situation of finding their boyfriends this year, and has launched a series of "YSL" products.

YSL lipstick has become a hot topic in social media again, triggering a new round of panic buying by consumers.

The picture shows Gianna Jun's "YSL" lipstick in the legend of the blue sea.

YSL clearly seized the opportunity of this marketing. According to the data, the luxury department of L'OREAL group, which owns YSL make-up, rose 11.2% to 2 billion 20 million euros in the third quarter of this year. The Group Chairman and CEO Jean-Paul Agon has repeatedly stressed that YSL is especially popular with Chinese consumers.

Why do YSL dares to compete with purchasing agents?

In fact, YSL make-up is in place.

Such extreme measures before purchasing are not without trace.

Because of high product heat, overexposure and brand hunger marketing, YSL make-up is overflowing in domestic counterfeit products, and even some "purchase" will also be mixed with some fake products in the authentic products to make profit, which has a bad effect on the image of YSL make-up brand.

Over the years, Alibaba's e-commerce platform, including Taobao, has been plagued by fake and shoddy products. The YSL make-up that often sells goods is one of the most fake cosmetic brands.

In August this year, police in Xuzhou, China, announced a case involving counterfeit cosmetics and cosmetics, involving 1 million 300 thousand cheated persons in more than ten provinces and cities nationwide. The amount involved was as high as 200 million yuan, including YSL and other high-end cosmetics brands.

Buyers are making profits through selling products overseas and selling them to mainland customers. Most of them are luxury goods. The YSL make-up, which is popular among Chinese consumers, has become a steady source of income for all major buyers.

As a result of the existence of the purchasing agency industry, although Chinese consumers contributed 1/3 of the global luxury goods sales, only 1/5 of the pactions actually took place in mainland China. The rest of the pactions took place overseas, including orders from overseas websites, Chinese travel shopping or overseas purchases.

The strong purchasing power of overseas buyers in the overseas market makes most brands dare not make obvious resistance. After all, behind them are a group of Chinese consumers with strong purchasing power.

According to the latest news of the Ministry of Finance website, the import tariff of some Chinese consumer goods has been lowered since December 1st, which involves

,

And cosmetics and other categories, involving a total of 187 8 Tax numbers, the average tax rate from 17.3% to 7.7%.

Among them, the import duty rate of perfume and toilet water, lip and eye cosmetics and fragrance powder dropped from 10% to 5%.

Some analysts point out that tariff reduction means that the price of imported cosmetics brands including YSL will be reduced in China, so that the purchasing power industry in the gray area will lose the core advantage of price difference, thereby reducing the dependence of consumers on purchasing channels.

Thanks to the Chinese government's strict regulation of import and export tariffs, the scale of purchase by purchase has shrunk to 43 billion yuan in 2015.

Bain pointed out in the report that cross-border e-commerce and overseas websites are becoming more and more popular as luxury shopping channels. About half of the respondents said they bought luxury goods through these websites last year.

In order to further crack down on purchasing agents, YSL make-up has been actively expanding the Chinese mainland market since the beginning of this year. A large number of entity stores have been opened, and third party e-commerce channels outside the layout of the official website have also been set up.

As Alibaba is stepping up its efforts to crack down on counterfeiting, more and more luxury cosmetics brands are also choosing to open flagship stores in Tmall. Since this year, Guerlain, Benefit, Fresh and Estee Lauder, and other high-end beauty brands of LVMH group have entered Tmall's flagship store.

Although YSL cosmetics will join Tmall is still unknown, but the brand has been accelerating the layout of China's electricity supplier market.

There are people in the industry who believe that if the YSL make-up is located in Tmall flagship store, it is bound to promote the growth of China's performance, which is also a serious blow to fake and purchasing industries.

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