With the increasing consumption power, Chinese consumers pay more attention to caring for themselves from the inside out, and “beauty life” has become one of the key words of consumers' quality life. The surge in demand for cosmetics has brought the growth rate of cosmetics in 2017 to department stores and shopping malls by 30.3%, second only to e-commerce channels.
In this context, whether it is a mature brand with strong brand appeal, or an emerging brand with unique positioning and creative gameplay, it is based on brand positioning, creative marketing and purchase model innovation. Consumers bring a new experience. So, in the era of Yan value economy, how does the lipstick grid machine stand out?
First, the development of vending machines and mobile payment brings new opportunities for lipstick lattice machines
At present, as a more convenient retail mode, vending machines have flexible point distribution and can penetrate into the difficult space of corridors, subway stations and other stores, satisfying the convenience of instant convenience and random consumption. The characteristics of labor and area saving have effectively solved the pain points of high rents and high labor costs in the physical retail industry, and have unique channel value.
The rental cost of convenience stores increased by 7% and labor costs increased by 6.5%. Therefore, vending machines with low labor costs and small floor space have become a hot spot of attention. The emergence of new equipment such as self-service juice machines, self-service coffee machines, and fresh-sale machines has made this format even more possibilities.
As the urbanization process continues to advance and the population continues to be concentrated, the area of public space such as office buildings and subway stations suitable for vending machines is increasing. The arrival of intelligent technology upgrades and the era of mobile payment is an important driving factor for the rise of the vending machine industry. Traditional vending machines are paid with specific denominations of banknotes and coins. Machines change to zero, which is prone to problems such as card currency and lack of currency, which brings additional operation and maintenance costs and seriously affects the user experience.
Mobile payment access greatly improves the user's buying experience and further reduces operating costs. And the back-end management system of the intelligent vending machine can monitor the inventory and operation status of the goods in real time. With back-end data, operators can replenish and maintain equipment more programmatically, reducing operating costs. Through sales data analysis, you can optimize the position and merchandise structure of the vending machine. Users can also query the location and merchandise of nearby vending machines through the APP and purchase directly, to achieve online diversion, and more timely replenishment, single-machine sales can be improved.
Second, the emerging channel allows the lipstick grid machine to sink channels faster
As an emerging channel, the biggest inspiration for lipstick manufacturers is how to better achieve channel sinking. Nowadays, more and more people in the industry realize that it is possible to make purchases when products are close to consumers. This is true for e-commerce, convenience stores, and vending machines. China's consumer market is vast. In addition to developed first- and second-tier cities, as well as county and township towns where consumption levels and consumption potential are growing, how to establish a diversified connection between channels and consumers is a problem that lipstick grate manufacturers need to consider.
At this time of precipitation, a product that was not known (the lipstick plaque machine) suddenly appeared, and it was fired without warning! The number of manufacturers of lipstick machine manufacturers could not keep up with the order, the order was continuous, and the goods had to be ordered in advance, and they were caught off guard.
Third, the grid lipstick machine play unique, the rise of the female consumer market has become the key
Why is the lipstick grid machine so hot? Let's take a look at the mysterious side of the machine: the appearance of the machine is a general grid vending machine, with one more touch screen in the middle. There are games that can be played casually (see the stitches). The player can get a new mode of lipstick by playing the game. After successful clearance, the product grid door is opened and the player takes the gift inside the grid.
According to the survey, the female consumer groups are not only large in number, but also occupy a special important position in the consumer market. With the development of the market economy and the improvement of people's material and cultural life, the economic status of women in China is rising, and women are on the consumer market. The impact is increasingly prominent. There have been some new terms: new women, urban high-paying female poor, single female consumer groups...
Female consumers are more inclined to buy branded goods when they purchase products with higher value and personal relevance. For example, lipstick, cosmetics, etc., are products that most women think are “buy only brands”. Modern women pursue brands, advocating the consumer psychology of brands, and a yearning for scarce goods. For professional women, in their social interactions, they hope to gain the attention and respect of others, and therefore pay great attention to the external instruments of the individual, hoping that they are youthful and energetic without losing their solemnity and stability, and some women are in a very strong self-esteem. In the consumption, there will also be a comparison and flaunting, used to symbolize the noble and extraordinary brand goods to display their personality and identity.
Modern women are very concerned about sensory satisfaction, popular, avant-garde, trendy brands and styles, and are convinced that this brand can bring them charming charm, leading to crazy purchase of various brands of cosmetics, lipstick....
In recent years, beauty has become a new growth point in the fashion retail industry after clothing, and lipstick has become one of the fastest growing categories. According to statistics, the total sales of lipstick online market in 2017 was about 6.326 billion yuan. The year-on-year growth rate was 120.81%, and it is said that over 3 million women bought 5 lipsticks a year.
Fourth, the vibrating network red lipstick machine is deeply loved by operators, and the new retail mode makes consumers more acceptable.
There are many channels for purchasing lipsticks. We are in the Internet age. Nowadays, the consumer groups are gradually becoming younger. Therefore, online shopping has become the main channel for consumers to buy products. However, with the proliferation of online stores, many flagship stores have become frequent, resulting in false realities. Consumers' suspicion of the brand, a lipstick plaque machine that suddenly burst into red in 2018, is very popular among major operators. Operators and lipstick brands jointly create a game that can be played unattended. Or buy directly to get the lipstick provided by the brand. More realistic, more quality assurance, players can also get a favorite lipstick in a small amount, and occasionally there will be a thin gap red. Once recognized by female players.
The lipstick machine is perfect in the case of such a good time, it can not only create a passenger flow for the mall, but also allow players to win big brand lipstick through the game, and the operator is still a good project. The heterogeneous gameplay of the new retail model not only has higher profits, but also has better retail effects and is recognized by many brands. The main places are: cinemas, video games, coffee and tea shops, restaurants, shopping streets, airport high-speed rail stations, bars, KTV, cosmetics brand stores, university towns and other young people.
Lipstick is a special explosive item, and in lipstick dispensers, not only lipsticks are placed, but other goods are also available, such as perfumes, watches, bags....for placement and targeting Differently, different products can be placed, and then can be positioned as: new retail game selling lattice machine.