The Real Estate Fund Tens Of Millions Of Dollars To Invest In The Beauty Shop How To Make The Repeat Purchase Rate 95%?

"The goal of NOISY Beauty is to establish the relationship between" like "and" trust "with consumers. We represent a group of people and organize a stock. The founder of NOISY Beauty, the founder of Alex, is talking about the company's operational thinking.

NOISY Shenzhen Qianhai ancient network technology in February this year received more than ten million yuan Pre-A round of financing, investors for real fund and Fosun sharp capital. It is reported that NOISY has established cooperation with more than 300 cosmetic brands. Currently, dozens of stores have been opened in Guangdong and Jiangxi provinces, some of which have a repeat purchase rate of 95%.

　　 Science and technology men's beauty story

Speaking of the investment, the real fund investment analyst Li Qi said that the real fund made this investment plan in the second half of last year. "We are very optimistic about the development of fast fashion cosmetics stores. Beauty is a form of heavy experience. The number of shops in beauty shops in shopping centres is increasing in recent years. At the same time, new shopping needs of young people create new opportunities for beauty market.

In recent years, the beauty store has been promoted in the shopping center. Some subcategories, such as toiletries, men's care and beauty tools, are relying on entering the beauty collection store to seize market share. After 80 years, the European and American cosmetics, skin care products of Japan and Korea are gradually replaced by the rising "new national goods". The brand name of Chinese products, which sprout like mushrooms, is not only packaged with new fashion aesthetics but also increasingly improving product quality, which firmly grasped the hearts of millennial generation and Z generation consumers. Everywhere, the beauty collection store ran out of "net red punch card location".

"The founding team of NOISY has something to insist on in its pioneering work. Their learning ability and their own experience gained from all aspects are very rich. Li Qi pointed out.

It is reported that NOISY top management team has 3 from Ali, Tencent, HUAWEI's science and Technology Department, attaches great importance to the digital information technology. This makes NOISY different from other beauty collection stores.

Speaking of the rapid development of new beauty stores in recent years, Alex, one of the founders, talks about the power of billion power. The main reason is the awakening of consumers' consciousness and the "four new" phenomenon of "new consumers, new needs, new brands and new channels".

After understanding the characteristics of the market, NOISY focuses on young people who love to follow the trend. This group of young people not only like trendy things, but also pay more attention to product quality. Nowadays, the supply chain of the domestic cosmetic brand is becoming more and more mature. Many brands cooperate with the first generation factory. Most of the brand founders are professionals from Kochi and higher education. They can create good products and give the products beautiful packaging and touching contents. This fits the hearts of young consumers.

Alex said that compared with the traditional cosmetics retail store, NOISY is brand new in the structure and shopping experience of the store. The store draws heavily on the design concept of Japanese fashion shop, and pays more attention to the application of digital information technology. "Our shop area is generally a few hundred square meters. In the shopping mall, where there are various high qualification requirements, there will be many novelty and fun products in the store, just like a paradise. Consumers can see many unexpected products in the store."

　　 Private domain traffic management: the more you want to do it, the more restrained you are.

Perhaps due to the experience of HUAWEI and other technology companies and their life experiences in Germany, Alex has rigorous style and obvious data thinking.

He pointed out that how to define and distinguish different consumers is the core capability of an enterprise. NOISY attaches great importance to mining and analyzing customer data and putting the customer hierarchical management in place. For example, the staff of NOISY will make good use of WeChat community and divide them into tiger (tiger), owl (OWL), COALA (Koala) and Peacock (Kong Que) according to their personality characteristics.

In view of tiger, a customer who has a bright personality and no constraint, NOISY will provide them with one to one services. Other types of personality customers, NOISY, set up different WeChat communities to categorize services, such as pulling customers of Coala type of love sharing into groups, guiding them to share interests and life fragments with each other.

In community operation, NOISY will guide users to discuss and exchange new experiences, while organizing online registration + offline service store activities. The old customers in the community always have a lot of common topics. They discuss the epidemic situation, show their cooking skills, explore hobbies and interests. Every community is like a club. NOISY is the organizer and convene everyone to play together.

"We have been thinking about how to manage private area traffic, how to integrate offline and online, but the more you want to do it, the more restrained you are." Alex said, "we want to transform retail services. There is space restriction under the line, there is no space restriction on the line, the "offline selling" thinking is applied under the line, and the "buy goods thinking" should be used on line.

In the eyes of Alex, "achieving customers" is a very important thing. This is the inspiration he gained from HUAWEI. "No matter brand or consumer, they are our customers." Therefore, to satisfy the needs of customers is what NOISY has been insisting on.

For example, during the epidemic period, customers have very high appeals for anti epidemic products and eye makeup. NOISY has tried every means to give full play to its professional advantages, find a good brand and processing plant for epidemic prevention products, get a batch of epidemic prevention products such as alcohol and masks, and focus on providing anti vaccinating products for customers during the epidemic period, as well as "anti epidemic combinations" such as make-up products needed for "mask makeup".

"Consumers are closely related to you, and their needs are well controlled. Sales are not actually pushing them, but they are pulling you. " Alex is very meaningful.

Customers like to try new things. NOISY is constantly developing new products with the brand side, and now there are nearly 300 cosmetic brands already cooperated. "Every time we see good products, we will be very excited, will continue to polish with the brand side, from packaging, internal materials to the production process and so on. This process is very long and bitter, but the trust of consumers will give us back. Our starting point is not to create explosive products, but to find good products and then sell them crazily.

On line, during the NOISY epidemic, customers were ordered to order under WeChat applet. It is reported that before opening the shop, NOISY has already set up small programs. After this financing, NOISY will continue to increase investment in public channels, video numbers, live broadcast and other online channels.

　　 Previous retailers value Maori's future retail efficiency.

Offline shop is a product venue. Products with good products, unique design and high flow delivery capability are easy to stand out. Some brands with low flow delivery capability are not known to consumers even if their products are good. In this case, NOISY beauty shop is a good way to promote.

In Alex's view, NOISY even carries the brand side's insight into consumers. The brand can observe the consumers' interest in what products most intuitively. Some cosmetics Group executives, brand founders and others have visited the NOISY store to observe the behavior of users at the store end, so that they are more likely to repeat products.

"Previous retailers value gross margins and future retail sales are efficient." Alex said, "I have served many European brands in Germany in the past few years. Their idea is to emphasize efficiency. The gross profit of products is only about 22%, which is very low. The pursuit of efficiency is a powerful model for future retail sales. The premium of cosmetics now is much lower than before. Everyone's ideas are changing, and they are more focused on thinking about how to make good products so as to enhance consumers' trust and repetition rate.

In the past, many cosmetics would "collect the IQ tax of consumers", but the appearance of a large number of UGC content platform let everyone learn to discern. The new generation of cosmetic consumers understand the ingredients and efficacy, and even more professional than some cosmetic guides. When consumers' awareness of consumption is awakening and improving, marketing teams must also grow rapidly. NOISY knows this very well.

In Japan, a beauty shop will have many shop assistants, each salesperson is a KOL. In China, the awareness of salesmen in this area needs to be strengthened. NOISY often invites professionals such as marketing consultants to do training for shop assistants, teaching skin care skills, formula knowledge, marketing methods, and comprehensive quality improvement. Shop assistants had been dismissed by NOISY because they had misused the use of a mask. "We do not want the salesmen to be eager for quick success and instant benefits, but to guide them to serve the customers well. By using the way of store consumption, we have established a sense of trust through face-to-face communication. We should not overdraft it.

In order to make customers "like" and "trust", in addition to fighting products, we must also spell out services. According to the introduction, NOISY stores have free service including keratin care and skin cleaning for members. At the same time, NOISY promises to return products, but in fact, the return rate is very low.

In addition, Alex, for example, said, "any cosmetic product has a certain allergenic rate. NOISY has found that some consumers are allergic to a brand, so that executives can personally visit and accompany them to the hospital. The consumer finally became a loyal NOISY fan and had a higher level of trust in NOISY.

For the beauty track, this era gives players a historic opportunity. Today's women, regardless of age or status, pay more attention to the pursuit of beauty. Their beauty products are becoming more and more consuming. At present, there is no leading beauty make-up player in China, so it is a very good opportunity for NOISY's new generation of beauty shop. "Next, we will open stores in other cities and carry out national expansion, one province and one province." Alex is clear and firm for the future of NOISY.