Eight years ago, when the first 618 was launched, JD.com might have seen it as just another sales day. But eight years later, 618 has become another e-commerce festival to rival Double 11, sweeping consumers’ lives like a tsunami. Today, competition among e-commerce is becoming normal. In addition to comprehensive e-commerce such as Tmall, Suning and JINGdong, all kinds of cross-border e-commerce and vertical e-commerce have also joined in. The team of 618 has changed from a class in those days to a division now.
On June 11th, Meitu beauty makeup, as a professional beauty intelligent service platform, also participated in the promotion of e-commerce in the middle of the year, and launched the AI Nationwide Skin test Week. In addition to the standard accessories of e-commerce promotion — commodity discount, lucky draw, red envelope rain, free order, you can also collect the five characters of “Nationwide skin test Week” through skin test, and receive a red envelope of RMB 10,000 yuan. More importantly, users can obtain their own skin quality report by taking photos and measuring skin. On this basis, the platform will recommend suitable products to users and provide matching customized skin management programs.
From this point of view, the intention of Meitu beauty makeup to launch AI Nationwide skin test week is clear, is to give users a fresher and more intelligent personalized experience, call on the public to pay attention to their skin problems. However, the June 18 period is already a red sea full of challenges. As a cross-border vertical e-commerce platform, Meitu Beauty makeup is bound to face many challenges when it enters the market, so can it fight its way out in such a competitive environment?
E-commerce is promoting the uproar, but consumers “heart” difficult to remove
Meitu beauty makeup faces not only numerous competitors, but more importantly, consumers have some “heart problems” that are difficult to remove in the current e-commerce promotion activities.
From two to 11, 12 big electricity section to promote, such as the electricity play almost every year will have a certain degree of renovation, 618 also is so, each big electric business platform released ahead of a large number of coupons, to the stage of promotion, the last is a series of additional services, the entire process can have formed a set of very strict marketing process.
But because of this, consumers are also faced with difficult choices. On the one hand, the discount methods of major e-commerce are not the same, so it is often difficult for consumers to identify which product is the most cost-effective, and even if they do, it will take a considerable amount of time; On the other hand, for the same goods on the same platform, the various combined-type discounts released by businesses are also “foggy”, making consumers dazzled and trapped in repeated calculation and selection.
The difficulty of choosing may not be the biggest headache for consumers, because the temptation of “bottoming out” price is greatly promoted, and consumers may be even more mad when they find that the products do not suit them. The annual promotion of various e-commerce festivals, in fact, there is a high or low return rate, some of the reasons for the return of goods and “do not need” is difficult to get rid of.
The existence of these problems also makes many consumers less and less interested in the promotion of e-commerce festival. There are not a few consumers with a “Buddhist” mentality, and it is urgent to find a new way out of the promotion of e-commerce.
With AI technology, consumer demand is fundamentally solved
From the external environment, most of the current e-commerce promotion is price-oriented, trying to make consumers form the “cheapest” brand recognition, and various platforms are also caught in a variety of fancy promotion competition.
Meitu beauty makeup starts from the whole people’s skin measurement, which is demand-oriented thinking to help users solve the heart problems of what to choose and how to choose.
First, the beautiful beauty makeup skin AI test based on artificial intelligence and big data technology, on the basis of accurate judgment about the user’s skin problems and the demand to solve the problem, then by the magnitude of the authentic and the beautiful beauty makeup makeup product library matching to users recommend the most suitable goods, so it can help users avoid because prices are favorable and the irrational consumption behavior, Such as overspending or buying goods you don’t need.
Second, when recommending products to users, Meitu Beauty cosmetics will display the matching degree of each product with the user’s skin, so that users can have a basis to choose. Before buying, they can distinguish which products are more suitable for them, and will not have trouble in choosing because they are lost in a bunch of straw advertisements.
To put it simply, the difference between price-oriented and demand-oriented thinking is that one throws out goods and prices directly, and the other throws out solutions to problems. Meitu beauty cosmetics chooses to be demand-oriented and recommends tailored products based on the insight of users’ needs, which undoubtedly opens up a way for experience to be king in the 618 e-commerce promotion.
It is worth noting that Meitu Beauty Makeup not only wants to show its talents during the promotion period, but also wants to provide users with long-term tracking and customization services, so that users’ consumption experience will have a qualitative change.
Therefore, Meitu cosmetics has upgraded the beauty assistant function at multiple levels.
First, the overall process of experience optimization. Adopting a medical-like guidance process, users can achieve more standardized operations from registration to purchase.
Second, the new beauty plan and management of the makeup desk function. Users can not only customize the beauty plan according to the skin conditioning plan provided by the beauty assistant, but also add the cosmetics they want to test in “My Makeup desk”, and check the makeup ingredients and their matching degree with their skin quality in time.
Third, the introduction of user questionnaire system to further increase the scientific nature of skin management. By enriching the contents of users’ questionnaires, users’ skin care habits can be understood in stages, so as to increase the weight of the algorithm and help AI to improve the accuracy of skin measurement analysis.
Fourth, the periodical skin measurement report comparison is added to help users dynamically understand the skin improvement process, so as to continuously optimize the solution.
In the process of constantly improving AI skin testing and supporting services, Meitu beauty cosmetics is undoubtedly becoming an enterprise with experiential services and AI intelligence as its core development direction.
AI foothold of Meitu Beauty cosmetics: big data gene, female user advantage
Some people may wonder why Meitu cosmetics chooses AI skin testing as its foothold to help users solve problems and improve their experience, which may be interpreted from the following two aspects.
First, Meitu beauty cosmetics has a powerful big data gene, which can ensure the accuracy of AI skin measurement and the customization of late improvement schemes. Since it is AI skin testing, it is necessary to leave AI’s ability to learn data. Meitu’s MTlab has been deeply studying the field of computer vision for many years, and has provided billions of big data support for meitu’s products through cutting-edge face technology and image recognition.
At the same time, Meitu beauty makeup also has a huge amount of medical data. In cooperation with Shanghai Dermatology Hospital, professional dermatologists continue to mark the data to ensure that AI skin measurement accuracy is constantly improved, which can not only quickly find the location of the problem on the skin, but also accurately identify the type of problem.
In addition, the skin measurement data of Meitu beauty users are also providing nutrition for AI’s self-improvement. Universal measuring skin during the week, the beautiful beauty makeup published the week of universal measuring skin: the skin big battle “report, currently has more than 3.6 million the number of measuring skin, the skin the generated test report also more than 35.6 million, and found some interesting data, such as the north of measuring skin score is higher than the south, jiangsu people spend most on the dressing table, etc.
Second, Meitu has 480 million monthly active users, who form the basis of its data. Meitu Matrix, which generates about 6 billion photos a month, has grown to 480 million monthly active users on 1.5 billion unique devices globally through its efforts to tap into the female market. This flow is enough to build a strong user for Meitu beauty makeup and support continuous hematopoiesis for Meitu Beauty makeup.
Focusing on AI meitu Beauty makeup will set up a brand new experience flag
In May, Wu Xinhong, founder and CEO of Meitu, predicted the top 10 trends in image imaging, and he said AI will account for half of the trend in the next 10 years. In fact, judging from today’s smartphones, AI has covered most of our daily life. In other words, AI technology will become more and more important as people pursue convenience in life.
Therefore, the emergence of “National Skin Testing Week” with AI skin testing as the core is not only a great attempt to promote the concept innovation of Meitu beauty makeup, but also a new driving force for Meitu to move toward “technology-driven service optimization” from the perspective of the entire strategic layout of Meitu.
Back to the topic of e-commerce Festival promotion, the current promotion of marketing is no longer interesting, especially for the new generation of young people, who pursue professional and high-quality products rather than low prices. Meitu beauty makeup provides one-stop technology services to truly solve users’ problems from a professional perspective. This demand-oriented, experience-centered activity can not only attract users in a short period of time, but also realize meitu’s vision of becoming a more professional intelligent skin care service platform through the combination of artificial intelligence, big data and services.
Skin test week is a landmark event, marking a new and more advanced e-commerce model that is more suitable for young users. The ambition of Meitu can be seen from the breakthrough point of a skin darkening technology, which can tear apart users’ needs in the field of beauty change. In the future, meitu will occupy all users’ decisions in the field of beauty change, and will undoubtedly become one of the most attractive e-commerce platforms.
Article/Liu Kuang public account, ID: Liukuang110