Mock up, harvest the hardest-hit areas for girls.
Editor’s note: This article is from the micro-channel public number “Vista hydrogen Business” (ID: Qingshangye666), Author: HE water.
As a Beidiao girl, I live in an old residential building in Tuanjiehu. The house is located near Sanlitun. The advantage is that the transportation is convenient and the takeaway is delicious. The disadvantage is that even a dust of money here smells of money.
For example, this is the 221st time I passed this rectangular building covered with glass during my 221st commute:
When night falls, this store exudes to me the magnificent, luxurious and elegant atmosphere of Versailles that the poor are not close to.
At the door of the store, there are always long queues of delicate girls. Every time I pass by, I take a long look and walk away with my head down sullenly.
Until one day, I heard from the editorial department that this shop is Huamei, a beauty shop that sells small samples. That’s it? That’s it? I immediately aroused the desire to visit the store, planning to pick a good day to go straight to this palace in my mind.
A beauty store with a valuation of 5 billion blatantly sells “fake goods”?
On February 28th, with sleet and sleet in Beijing, I happily figured out who would go out in this spooky weather, but I didn’t expect that the Meimen store was still crowded with people.
The interior of the store in my imagination
How many people actually are, schematic diagram
For people who don’t have a shopping goal, I don’t know where to start shopping for a while. So I watched for a while and found a class of people, they strode to the second floor as soon as they stepped into the store.
Following their steps, I was not disappointed as expected.
Come to the second floor, here, the most complete skin care products in Beijing are neatly displayed——
Here, there are also various festival-limited models and cooperation and joint models of various brands to stimulate the girl’s dopamine to soar——
But when I picked up a bottle of commonly used Alpine Health Water and looked at the price, something strange happened: I used my fingers to calculate the price difference, and found that a 330ml bottle of formal wear was better than the brand. The price of the 38th Festival in the store is more than 30 yuan.
After comparing the prices of several commonly used skin care products and perfumes, IThe wind reviews are so good, but I did not expect to see a lot of comments and doubts about the products and sources of beauty.
The forehead was suddenly chilly, and a premonition of something bad came to my heart.
As soon as I got home, I took out the sample I sent to the counter and compared it, and found that the font size and font on the package were slightly different.
But if you want to really understand that this demo is really untrue, you still have to go to a professional organization and look for a regular and knowledgeable appraisal expert.
For a sample of hundreds of dollars, no one wants to spend a lot of money to do the test, so I opened the almighty Xianyu, hoping to seek the help of a knowledgeable sister to take a look.
Immediately a well-received 1w+ “master of appraisal” came into my eyes——
After paying the test fee of 1 RMB 2.8, I followed the simple guidelines of the “Appraisal Master” and waited for the final trial.
And the masters don’t say much. After reviewing a few pictures of products that have not been successful in focusing, it’s quick to “pop”! In seconds, I said it was a fake.
Although I was still wondering whether the “master of appraisal” for this dollar was credible, I was angry from my heart, and immediately went to call the customer service battle online, and the customer service brother played with me politely and politely. pass the buck.
When I thought of going to an offline store to defend my rights, the other party would definitely ask me to issue an official test report. I had to bite my teeth, and the angry piggy custard bag was poked in the head.
Although I can’t conclusively determine that Huamei’s beauty shop is selling fakes, a reporter from Red Star News once asked L’Oreal (China), Amorepacific Group and Shiseido Group to verify the source of the goods, and they all stated that they were No authorization for the products sold by Mei.
And such a suspicious online celebrity beauty shop is doing well and making a lot of money.
According to a report from Blueberry Finance, Huamei’s first store is located on Anfu Road, Shanghai. It took only 4 months to achieve a breakeven, while traditional offline cosmetics stores generally take 12 months.
By September 2020, with the addition of Zhongding, Black Ant and other capital institutions, Huamei’s valuation has successfully exceeded 5 billion yuan.
Behind all the above-mentioned chaos, not only has Mei succeeded, but the demo market has also risen.
The demo has become the hardest hit area for harvest girls
It is said that when there is demand, there will be supply, and when there is greed, there will be cutting leeks. There are several important changes in the iteration of the demo market, but the rampant counterfeit has been criticized.
At the very beginning, girls will choose to buy samples on Taobao. When they see a shop with “hundreds of thousands of fans, thousands of products sold every month, three crowns, and 100% praise”, they are convinced that it is No doubt authentic.
Many ten-year-old shops that maintain high scores often sell samples of star products at a discounted price of 20-50%, which makes it difficult for people to move forward and place orders quickly.
How many girls think the sample is worth dozens of dollars? Raise your hand and let me see
We can now easily ridicule that 99% of these low-priced samples are mostly counterfeit goods, but most people really can’t tell the difference between the counterfeit goods and the genuine ones.
So I opened the Xiaohongshu, and thousands of posts were all about “Please help me identify the authenticity of the sample”.
I was fooled when I was young and ignorant.
But with CCTV’s continuous unannounced visits and exposures, more and more girls have realized that they dare to feel that the one or two hundred products in their hands come from small daily chemical plants in Zhongshan and Dongguan, and the cost is only 20 to 30 yuan. Rather than being scammed by unscrupulous speculative merchants, the girl would rather bite her teeth and go to the counter to buy genuine products.
However, within a few years of hardship, the girls’ spring is coming soon.
“Buy 200ml of mushroom water to get 200ml, buy 50ml of a certain black bandage and get 6 samples of 5ml, buy a mask of 50ml to get two samples of 30ml…”
All the girls who have bought things in live broadcast rooms with anchors such as Li Jiaqi, Wei Ya, etc. understand that the sample of gifts that are more than genuine is the reason why they stick to their mobile phones every night.
Last year, the strong discounts during the double eleven live broadcast made the girls bloody battle until dawn.
At this time, the demo’s attributes have changed. It is not only a secret of leaking, but also a password for many people to get rich.
“Li Jiaqi’s order is live broadcast. The goods have been received, some samples are resold, and the unpacking video is provided. If necessary, please hurry up and private chat.” Last year, when the goods purchased on Double 11 just started, many people posted them on Xianyu Posts for resale.
According to the understanding of Xianyu platform, on the second day after Double 11 last year, the number of idle beauty samples released on Xianyu platform increased by 201% from the previous day.
I am also one of them. I started with the formal dress at a discount, and Xianyu offered the same sample. I used the formal dress and reduced the pressure. In China with the pyramid model, there are many, many people like me.
The question is, now that the samples have begun to form an independent market, why don’t the big names sell the samples directly? Didn’t you smell the business opportunity?
Actually, some cosmetics companies have already started small business. For example, L’Oréal Group opened a small beauty box flagship store, which sells small sample sets. The sales volume is really good, ranging from one thousand to twenty thousand.
Tmall U’s first trial is also a great platform for girls to sample samples, and even many marketing accounts have changed their faces to start a business of publishing messages to accumulate traffic.
Some people may wonder, why are so many girls buying big-name demos? Some people ridicule, don’t smell this beauty before the money arrives.
But in fact, buying a sample before buying a genuine product for trial has long become a new consumer justice.
Warren Buffett once said: “The price is what you pay, and the value is what you get.”
The sample will allow you to get the greatest value in advance with the least price.
In reality, you may still be a little bit behind the white-collar elite with a monthly income of 50,000 yuan, but the essence of a lady who was originally 5,000 yuan can now be felt for one or two hundred. In this logic that sounds like “buy it, you earn it”, which girl would be uninterested?
On the other hand, how to choose a product that suits you is a metaphysics.
Even if you have done your homework before picking up a lady essence, it will be difficult to protect against acne, allergies, skin… and buying perfume is a gamble, even if you blindly slap one that is criticized It is the greatest perfume of the twentieth century, it may just smell of stinky soapy water on you.
Therefore, if you try a sample before buying a genuine product, the trial and error cost of your wallet and skin can be drastically reduced.
More importantly, although the daily necessities in the shopping list can help you repeat your life very solidly, they have not brought you a fresh experience; consumption of new cosmetics, clothes, bags can make you The whole person was completely renewed all at once.
But most of the girls who work hard in the first-tier cities still have to save their wages and pay the rent for the next quarter. How can there be extra money to enjoy?
You have to take your time step by step, first buy a sample and use it, and it won’t be too late to buy a big-name genuine product if you make money later. The commuter girls sitting on the last subway suddenly figured it out, and their hearts lightened up.
After swiping the phone a few times and seeing this article of mine, the girls’ hearts just opened up and became airtight again.
In the face of this incident, although I cannot resist it, I can’t even judge 100% that this online celebrity beauty store, valued at RMB 5 billion, is selling fakes openly.
But what I can do is try my best to raise this question aloud and call for more people to ask questions.
I don’t just ask myself if my skin is too sensitive or if I’m greedy for petty bargains, but I have to ask for an answer from these brands that get rich by selling small samples.
Like a city gate in a costume movie, it is strong and tall, but as long as we have enough people, we keep bumping and slamming hard, although the gate hasn’t collapsed, but it has been slowly changing.
Reference article:
“Double 11 second battlefield: the last person becomes a seller of idle fish in seconds, and a net profit of 790 yuan per order” Tencent Technology