For the current Jumei, cross-border attempts should be more cautious. The urgent task now is to be able to really recognize where their development advantages are, to do a good job of user research and analysis, even if you want to enter the smart home industry, you can slow down and step by step, for example, you can try from the superior business first. After launching some beauty and skin care hardware, after getting some results, it is more likely to be accepted by the smart home cross-border story.
Jumeiyou, which started as a cosmetics e-commerce company, recently expanded its business to the smart hardware market. In the past two days, Chen Ou announced the creation of the independent brand Reemake, and released the brand's two air purifiers Reemake Air One and Reemake Air One Plus. Still posting the "speak for yourself" release scene is not small, but also invited to Su Mang, "Dakang Secretary" Wu Gang and Yue Xiuqing husband and wife, Wang Zhi, fashion designer Zhang Chi and other famous people platform.
However, this market feedback is not as hot as Chen’s last time for his endorsement. The attitudes of the media reports that can be searched are retained, and the reaction of the capital market is also very cold. In the last week when the Nasdaq hit another record high, Jumei’s share price plummeted 7.58%.
Unintelligible crossover
This cross-border of Jumei has made many people in the industry unable to understand. In the case of a weak e-commerce business, it is very easy to understand the transformation to find new growth points, but the smart home field with higher technology and follow-up service barriers across the boundary, and the highly competitive air from the beginning. Starting with the purifier market, it is hard to understand when it comes to "doing the best" air purifier.
Generally speaking, enterprises seeking transformation are basically relying on the current advantages of their own resources to seek new breakthroughs. The biggest advantage of Jumei, which started as a cosmetics group purchase, is probably the large number of loyal female user resources it has accumulated in long-term trading. However, the reason why Jumei, who was introduced by the media, is doing a purifier does not seem to take into account the relevant factors.
Chen Ou tells the reason why he is a purifier: "When you return to China, you know that there is still a holiday in the country called smog!" After inquiring about the existing purifier brands and models in the market, Chen Ou found that there is no one. Suitable for products such as large-scale public places in the company, "So I decided to do a really good air purifier."
This is a cross-border reason for citing Chen Ou's self-report in the media report, which seems to be somewhat self-willed. Moreover, the most important application scenario of this air purifier is the large-scale public or family use of the company. However, judging from the portraits of Jumei people, a large part of the users are college students. These people may be staying at school or renting houses. The demand for air purifiers is relatively low, and the user's fit is relatively low. . Even for women who are married and have certain spending power, when purchasing high-priced products such as air purifiers, most of them will go to the comprehensive e-commerce platform to purchase brands whose product quality has been tested.
For example, the platform that focuses on beauty products such as Jumei, the conversion rate of self-operated smart home hardware products still needs to ask a question mark.
There is no relevant industry accumulation, and there is no precise crowd, and there is no guarantee for effective purchase conversion. This cross-border decision of Jumei Youpin does not make people understand.
Smart home is a more difficult market
In addition to the lack of advantages in sales, the competition in the air purifier market has been very fierce. At this time, Jumei has entered the air purifier industry that has already entered the Red Sea, which may not be a good choice.
According to the information disclosed by Jumei, it has not been involved in the field of smart appliances. It can be said that in the air purifier market, Jumei is completely a raw hand, and there is no accumulation before the upstream and downstream industry chain resources. From the current report, the management of Jumeiyou has not specifically introduced its production and service chain, such as foundries, suppliers and after-sales. Therefore, we have no way to comment on the beauty air purifier products and the subsequent service experience.
However, one thing is certain, Jumei's air purifiers are facing a lot of competition in competing products in the market. As early as two or three years ago, due to the continuous impact of smog, it coincided with the creation of a large number of Internet + air purifier brands. Xiaomi teamed up with Midea Group to launch the Xiaomi Air Purifier jointly developed by the two parties; Cheetah Mobile was led by CEO Fu Sheng to launch the Leopard Rice Air Purification Master, and the Shell Network and Fun Play Network cooperated to launch the Egg Air Purifier, and the crowdfunding platforms were launched. They all went online with air purifiers, and even Hanwang also produced an air purifier.
Traditional home appliance brands are also quickly taking advantage of this market. It can be seen that the top ten brands in terms of shipments last year were Gippson, Philips, Yuanda, Midea, Xiaomi, Honeywell, Blueair, Sharp, and Panasonic, with a total shipment of about 1.1 million units. It accounts for about 58% of the entire market and is basically a traditional home appliance brand.
As soon as the air purifiers of Jumei came up, they faced multiple attacks from Internet brands and traditional home appliance brand purifiers. Even though the air purifier is a relatively standardized hardware product, the technology, structure, and principle are relatively mature. Even if Jumei can manufacture products comparable to these brands, it is difficult and already in the industry after the follow-up service support. Compared with companies that have been ploughed for years or even longer. When purchasing smart home products, users should consider not only product quality, but also comprehensive evaluation of a series of comprehensive services from pre-sales, product quality to after-sales.
For Jumeiyou, the cross-border smart home market may be a more difficult area.
It’s better to rush to tell a new story than to maintain a brand first.
In the market and many users' perspectives, Jumeiyou products cross-border air purifiers mainly because they want to seek new growth points, tell new stories to break through the current development bottlenecks, and inject new development into the platform. power. This time, the air purifier is probably just a new concept to boost stocks.
This is not the first time for Jumei to explore new growth points. In order to increase shareholder confidence and enhance platform value, in January last year, at the annual meeting of Jumei Youpin, Chen Ou announced that Jumeiyou products entered the film and television culture industry. The main eyeball economy. But this part of the new business has not made much progress so far. While the growth rate of the platform has slowed down noticeably, the financial report of Jumei last year is not very good. Net revenue for the first half of the year was $532.8 million, up only 1.7% over the same period in 2015, and net profit was $21.3 million, a decline of 29.8% from the sum of net profit in the first quarter and second quarter of 2015. The stock price also fell from the highest point of nearly 40 US dollars, all the way down to 3.8 US dollars, fell more than 90%.
In addition to the slowdown in the growth of the main business and the increasing pressure on the transformation, Jumei has a lot of negatives in the past two years. The fake traffic and the privatization storm have affected investors' confidence in it. The management of Jumei is eager to tell a new story, which is normal. However, its new story, not many people buy it. Before the cross-border film and television culture industry, it was considered to be a bad business. This time, Jumei is an air purifier. Without experience, channels and talents, and after-sales service, it is very likely that it will end up like Ali doing a mobile phone.
And if this cross-border intelligent hardware has no results again, it will easily be labeled as unreliable by the market, which is a huge harm to the brand.
For the current Jumei, cross-border attempts should be more cautious. The urgent task now is to be able to really recognize where their development advantages are, to do a good job of user research and analysis, even if you want to enter the smart home industry, you can slow down and step by step, for example, you can try from the superior business first. After launching some beauty and skin care hardware, after getting some results, it is more likely to be accepted by the smart home cross-border story.
(Original title: [Opinion] The beauty of the beauty of the beauty of the sale of the air purifier, is completely sick and rushed to the doctor)
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