What can this takeaway platform bring to fashion?
Editor’s note: This article comes from the WeChat public account “BoF Fashion Business Review” (ID: Business_of_Fashion).
OF: Irina Li
Edit: Queennie Yang
Although Innisfree is the first beauty brand store to be hungry, it is not the first time that it has been involved in the fashion industry. What can this takeaway platform bring to fashion?
Shanghai, China—Who ever thought that one day when I picked up my mobile phone to order takeout, I could order beauty products by the way?
On June 2, the Korean beauty brand Innisfree officially entered the hungry, became the first beauty brand to launch a takeaway platform in the form of a brand store, and introduced the first batch of Beijing, Shanghai, Guangzhou and Shenzhen. Nearly 200 brand stores in cities, all subsequent stores will also be fully accessed. As with the order delivery process, consumers can choose to pick up goods at offline stores after they are hungry for payment, or enjoy a 1-hour fast delivery service at home.
For Yue Shi Feng Yin, whose performance has been declining since 2017, it seems that the test of “takeaway” is not just for a temporary freshness, especially considering that it has closed 90 loss-making China in April this year. Store. At a time when the overall retail environment has just eased from the epidemic, the practice of redeveloping online channels is not surprising. But why are you hungry?
There are early signs
In April 2018, did you feel hungry after being acquired by Alibaba Group and merged with word-of-mouth delivery and began to develop into a “one-stop service platform for life”. Since then, Ali’s hungry goal is no longer limited to the catering market, but the entire city life. Today, companies across different fields such as Marriott Hotel, Decathlon, Xinhua Bookstore, and Roseonly have all settled in the application.
Although Yue Shi Feng Yin is the first beauty brand to be hungry, strictly speaking, it is not the first person to eat crab on this “cross-border”. Hungry? Many previous linkages with the fashion industry have set a precedent for its cooperation. Two years ago, the domestic skincare brand Baique Ling focused on the concept of “homologous appetite”, launched a promotional video with Hungry, and customized a special in-appAt the same time, the two were offline in the form of a national tour pop-up store, which created momentum for the 38 festivals at that time.
In addition, the iconic blue hungry and the uniform uniforms worn by the rider team have also become its representative elements, allowing fashion brands to see the cooperation space. Starting from the common point of “outdoors”, The North Face has released a series of products such as T-shirts, windbreakers and bags featuring “Hungry Blue” and its Logo, and the takeaway platform has also launched “Health” “Meals” area, in the “diet health + sports health” model, the brand’s fitness props and sports scenes are further connected with consumers. Zhang Na, the founder of Reclothing Bank, also designed and modified the hungry rider equipment to give it more outdoor feeling and comfort.
●Howl and hungry co-branded series | Picture source: brand
Hungry, the head of the cross-border cooperation of the brand group has said that since 2018, Hungry has launched the concept of “eating while eating X” scene marketing, and working with clothing brands, which means “eatable fashion” “The starting point of these cross-border projects is to complete the upgrade of the platform brand and business, and to try in the lifestyle field with “eating” as the core extension.
Therefore, when you are hungry, you will not take the trend of the time or cater to the public as the orientation, create your own brand power and break the stereotype of the audience selling apps. In the joint series with the Hong Kong designer brand Howl’s “Eat Me 食我”, according to the results of its big food data, decided to use milk tea, ice cream and pizza as the most popular food as a printed pattern on the T-shirt, and use aroma Microcapsule technology allows these T-shirts to have their respective food smells. At the same time, the label and buckle of each hat are taken from the hungry takeaway box material, making it “waste but not waste” and can be recycled.
When you are hungry and decide to introduce different scenarios of consumption to its platform to extend its service range, fashion as a part of people’s lives will naturally not be absent, and beauty makeup belonging to the fashion field can also get opportunities from it, which can be more natural To use the common ground of both parties to cooperate while retaining the contrast between different brand attributes. However, in addition to the efforts on cross-scenario consumption, the various hardware foundations such as hunger, its own popularity, market coverage, and logistics distribution system have also paved the way for attracting more formats.
Alibaba’s powerful support
Is the internet company born hungry? After being integrated into the Alibaba ecosystem, it has accumulated more solid digital service capabilities, and has achieved full synergy with various businesses in the Alibaba economy including Alipay, Taobao, Gaode, etc. Play. Analysys’ “Annual Analysis of Internet Catering Delivery Market 2020” released by Analysys shows that from January to March this year, the overall transaction volume of the local life service industry fell sharply due to the epidemic, but the recovery rate has accelerated since the middle and late stages of the epidemic. And in a leading position in the industry.
As of March 31 of this year, the number of hungry monthly active users was 75.8855 million, far exceeding 37.457 million of Meituan.
“Hungry has a large user base and a perfect logistics distribution system. We hope that through hunger, we can reach a wider range of consumption scenarios and bring consumers a one-click order and beauty makeup delivered quickly. “Consumer experience,” said Jin Zhe, general manager of Yueshi Fengyin China. Since this year, the brand has begun to adjust the channel strategy of the Chinese market, and hungry will accelerate and promote its strategic innovation process.
●Hungry takeaway pick up at Yue Shi Feng Yin store | Image source: Brand
The “instant delivery” service to stores and homes is currently difficult to provide for many traditional express delivery services, and the e-commerce platform represented by Tmall has just begun to integrate resources with hungry and expand the “hourly reach” Innovative service matrix. Improving efficiency will become one of the next key measures to reconstruct the consumer experience.
For Yue Shi Feng Yin, the hungry delivery network and the rider team can directly support the logistics. In the past, online channels such as Tmall or JD.com may need to establish their own physical storage points, but now, are you hungry to pick up the goods directly at the store? Maybe it can help the brand’s offline traffic to slowly recover. Good coordination of in-store inventory and logistics efficiency.
In August last year, when the local brands Peacebird and Hungry launched a series of co-branded limited-edition clothing, they took the lead in trying out new retail, using Hungry as the online starting place, supported by Peacebird physical stores. Logistics support in the form of city delivery. According to SocialBeta’s observation, this is also the first time a clothing brand has launched products on the hungry platform. The two also created the “Tai Ping Restaurant” takeaway art concept exhibition for this purpose.Selling art lunch boxes.
At the same time, are you already hungry in people’s daily lives? They are also very different from e-commerce platforms in terms of usage scenarios and frequency of use. According to data from Ai Media Consulting, takeout, a consumption method, has ushered in development opportunities due to hidden dangers of the epidemic. 37.6% of interviewed netizens said their desire to use takeout has increased. Can brands use hunger to try to reach audiences different from e-commerce platforms, and consumers already in the brand have an additional shopping channel option with shorter delivery times and greater convenience.
both sides of the coin
In terms of channels, “beauty take-out” may help Yue Shi Feng Yin to carry out strategic innovation to a certain extent, but if considering more realistic price factors, the discount on the brand Tmall flagship store is still much greater , And it’s hard to attract more consumers because of its hunger. The continuous shopping festivals and promotional events on Tmall are also significantly richer than being hungry. As a non-mainstream channel, takeaway may not bring much substantial changes to brand performance.
Moreover, the multi-brand retailers such as Watsons and Wanning are currently trying to do “takeaway” in the beauty field. Apart from the price-friendly and fast-moving Yue Shi Feng Yin, there is no more single Brand store entry. For high-end brands, not only is the image positioning inconsistent with the “takeaway”, but also tends to pay more attention to the texture of the consumer shopping experience, from the online store page settings to product packaging and delivery, many service-level details may go through The brand is strictly controlled-such as Cartier and Net-a-Porter, which have settled in Tmall luxury products, have made great efforts in this regard to ensure their high-end brand image.
● Estee Lauder’s official website | Picture source: Brand
On the other hand, are you hungry to expand the scope of services? Although it has achieved certain results, it still lags behind the first-ranked Meituan takeaway in market share. According to the “In-depth Investigation of the Fast Food Delivery Industry 2019-2025 and the Forecast of Future Development Status and Trends” of the China Research Institute of Industry Research, the leap from catering to non-catering is an important reason for the rapid growth of the food delivery industry. Spilling out the delivery service into beauty, daily necessities, apparel, shoes and hats and more life scenes is the trend. Meituan certainly sees this.
Official statistics from Guerlain Ladies, a cosmetics chain retailer, as of April this year, there were already 752The store has a Meituan takeaway, and the number is about 1.5 times that of the hungry station. Watsons and Sephora have also successively launched Meituan flash sales, enabling delivery services throughout the city. Meituan’s takeaway data also shows that after resuming production, Beauty & Personal Care has become one of the five fastest growing non-catering categories on the platform.
As for the joint name, Meituan is also increasing. By recycling the discarded plastic cups, tea residues and other materials, Hi-Tea jointly made a design product such as a mobile phone shell and a white environmental protection bag. Prior to this, Meituan also launched a set of peripherals with a strong sense of net red to strengthen the public’s awareness of its brand upgrade.
However, with the support of Ali, you are hungry and started the transition relatively early, and the direction is very clear. Whether it is from the point of view of the decline in revenue during the epidemic or the growth rate of the takeaway business throughout 2019, the performance of hungry is ahead of Meituan. Since November last year, the former has adopted the “new service” as its core strategy, exerting efforts on digital tools and services, and the live broadcast activities represented by the joint Li Jiaqi are also continuing to be planned.
It can be seen that although the cooperation between Yue Shi Feng Yin and Hungry is only a new beginning for the two parties to strengthen their own strategies, the potential behind them cannot be ignored. Perhaps in the future, takeaways will appear in fashion in a more unexpected way.