The Beaver family is gradually jumping out of the stereotype of “home service” through cooperation with Ali E-commerce.
Shanghai K11 Shopping Art Center is a landmark building that combines the three core elements of art, humanity and nature. Beaver and Tmall choose to hold the latest beauty strategy cooperation conference here.
This is not the first “electric shock” of the Beaver and Tmall. According to Gumai, the general manager of Tmall’s big fast-moving, as early as three years ago, the two sides have begun to contact and think about the question of how the beaver family should open a shop. The reason is simple: The Beaver family is the pioneer of the scene, and it is excellent in the O2O track of the US industry. Tmall Beauty needs such an ally.
Unfortunately, at that time, Tmall’s B2C model was more based on physical transactions and could not be integrated with the O2O platform. Until the end of 2018, the new retail gradually matured and the situation changed. Tmall and Beavers reached a 1.0 version cooperation, and Beavers began to transform from a simple home to an online retailer.
The cooperation between the two sides began to accelerate. On March 4 this year, at Alibaba’s annual Golden Makeup Festival, Beavers and Tmall reached a strategic partnership to create a new retail consumption scene in the US industry, combining online marketing with offline consumption scenarios. A major part of the strategic cooperation is that the Beavers will cooperate with the quality brands on the Tmall beauty platform to provide consumers with a one-stop beauty experience of online shopping and offline enjoyment of services.
The collaboration effect is coming soon. Every May 15th is the Craftsman’s Day created by Beaver’s family. This year, Tmall is also blended in. The two sides cooperated to launch the Tmall Elf Queen Smart Beauty Mirror, which debuted on the campus and provided AI+ beauty makeup technology and beauty experience for college students. Subsequently, the Beaver family also joined the new retail squad leader of the Ali squad, Ma Xiansheng, and launched the “Fresh Time” 515 artists. During the 618 period, in addition to physical sales, Beavers and Tmall, together with the output of “beauty products + services”, consumers began to experience the international on the Tmall platform through the Beaver home service. Big names, including L’Oreal, La Roche-Posay, etc.
There is no doubt that the Beaver family is gradually moving out of the “home service” stereotype through the cooperation with Ali E-commerce, from the US O2O platform to the new commercial retail platform. Most of the players who started the same period in the Beaver family have disappeared.
Starting for 5 years: Climb out of the pit and go to new retail
The transformation was not done overnight, and the Beaver family paid for it for five years.
In a few years without speaking, “What is Beaver’s home doing?” is like a “day question.” The founder of the Beaver family, the lord, said frankly at the press conference: “They have been asking me what the beaver family has been doing for a few years, I said the beaver family.I have been crawling for a few years. We are trying to climb out from a big pit. It is too difficult. The recent mantra is too difficult to move. We are really difficult.
The difficulty comes mainly from two aspects, namely the certainty of the service of the industry and the management of the craftsman. In the words of the eagle, it is how to provide the “five-star hotel” of the American version.
In order to achieve this goal, in the five years of entrepreneurship, Beavers gave the industry service certainty by creating a master system. The Master Star System is a multi-dimensional service evaluation system that evaluates more than 40,000 craftsmen. It mainly answers two key questions: What is a good craftsman? What is a satisfactory service? In a concrete way, the establishment of this system not only requires craftsmen to obtain guest information through chats and services, but also continuously accumulates user service data in multiple services to better serve users. It is not easy to manage a craftsman. The Beaver family creates a studio model for the craftsman to manage the craftsman.
Transformation is timely, because the Beaver family has long been aware of the limitations of the O2O model.
The traditional O2O mode will make the link to the home service well, but its shortcomings are also obvious, that is, it can’t really get through the line and down, it can only be limited to some offline scenes, and the data can’t communicate with each other. . This means that O2O can provide services but cannot be a complete closed loop. In the new retail scenario, this problem can be properly resolved. As Gumai said, Tmall and Beaver are building a complex, multi-faceted business model around the Tmall beauty brand, connecting the O2O scene to the B2C scene to complete the closed loop of the data. For example, in the O2O scene, the part of the human-made content is connected. If you add the fission of social e-commerce, the speed of development will be faster.
In fact, the five-year struggle has also made the Beaver family have the transformative foundation. Through continuous improvement of the masters and the constraining and management of the artists through the studio model, the Beaver family’s user data precipitation has achieved a staged victory, and began to cooperate with the Ali-based e-commerce to export this to the platform and beauty brands. Cloud service capabilities.
How to convert offline BA into mobile BA is the key. Carved the philosopher as a case to illustrate the business logic: “The 100% praise of the sale of the BA under the La Roche-Posay line, not online, or not, we move the concept of BA, just like the cloud service, you do not have to build one Teams, one is their level problem, and the other is management problem.” That is to say, Beaver and Alibaba do a similar job, providing cloud services. Whether it is a big brand with a monthly sales of 1 billion or a small brand with only 1 million, you can use the service of Beaver.
The effect of transformation is coming soon. Both users and brands gave positive feedback after using the Beaver home service. Take the Tripollar beauty instrument as an example, and the related service is a blast on the Beaver home platform.At present, there are more than 10,000 users who have enjoyed the door-to-door service of this beauty instrument. As can be seen from the case of the Triporar beauty instrument, it is very convenient for the user to reserve the service on the Beaver home platform. It only needs to be operated online, and the operation steps are not complicated.
After the completion of the experience, a large number of users will spontaneously produce UGC content, many users who have experienced the Beaver home service, and often spontaneously upload relevant feedback in social channels such as Xiaohongshu, Zhihuo and Weibo. The beaver’s beauty service can thus complete social fission and expand its influence.
A small red book blogger named “Yu Youran” once shared in the community about his beauty service through the Beaver family, using the Tripollar beauty instrument, she described a lot of experience details: “The beaver’s craftsman is very professional, not only good and very patient, but also teaches me how to walk when using the instrument, and very patiently tell me, many notes on the use of the instrument. The whole process chat is also very Happy. The craftsman carefully finished half of the face and gave me a small mirror. Let me see if it is obvious that the law has been improved. I have seen it really and it is very effective.”
For the brand side, the biggest advantage of Beavers is that they can provide customized services. During the 618 this year, Beavers successfully cooperated with Tmall to export customized beauty services for L’Oreal and other beauty brands on the platform. As can be seen from the figure below, the cooperation between Beavers and the brand and platform has formed a very complete process: from investment, selection, testing to the output of the craftsman, the ordering of the brand, and the launch of the event.