Wig giant Rebecca playing beauty industry

Test water nail beauty eyelashes

Henan Rebecca Hair Products Co., Ltd. (hereinafter referred to as “Hebei Rebecca”), the parent company of the “Rebecca” brand, is mainly engaged in the research and development, production and sales of hair products. The company's products are mainly exported to North America, Europe, Africa and Asia. Currently, the company has more than 200 stores in Beijing, Shanghai, Chengdu, Guangzhou, Chengdu and other large and medium-sized cities. In the face of the continuous decline in the company's performance and the continued low market environment of global consumption, Rebecca tested the water nail industry and began to diversify its layout.

Beijing Business Daily reporter visited the market and found that there are currently two stores in the Beijing area, one of which is located in Dongdan and another near the work. According to the staff in the store, in addition to providing traditional nail art and other services, the store also provides services such as eyelashes. The price is based on the hand nail polish package, and the price ranges from 380 yuan to 1,000 yuan. In addition, the store staff said that in order to avoid waiting for people to receive services in the store, it is necessary to make an appointment two hours in advance. The store staff said that if you have purchased the "Rebecca" wig product and have the "Rebecca" membership card, you can enjoy the discount in the store. The card can be used in the Rebecca nail salon. For the strength of the offer, the clerk said that the hand nail polish package is an example. The price of 380 yuan can enjoy a preferential price of 158 yuan. In addition, the purchase can be purchased through the purchase of vouchers by the US group.

Online sales are cold

The reason behind the new field of testing water may come from the cold of the high-end wig market in the main business. In the international market, Henan Rebecca mainly exports to the American market. However, the company's 2016 semi-annual report shows that the Americas revenue was 3.649 billion yuan, down 25.37% year-on-year. Meanwhile, the European region's revenue was 550 million. Yuan, down 18.71% year-on-year. Henan Rebecca said that due to changes in product demand structure and poor demand for high-end products, the company's exports to the Americas market declined year-on-year. The European market was not prosperous and sales continued to be sluggish, resulting in a decline in sales revenue in the European market.

At the same time that the overseas market was frustrated, Henan Rebecca also made corresponding adjustments to the domestic market. On the one hand, the self-built terminal sales channel, the "Rebecca" and "Sleek" dual-brand business strategy, self-operated and franchise-based, other sales-assisted marketing model, and online "Rebecca" and "Sleek" wigs Official flagship store.

However, the Beijing Business Daily reporter inquired about the flagship store found that the sales of “Rebecca” and “Sleek” were bleak. For example, the “Sleek” Tmall flagship store targeting mass consumer goods, priced from about 300 yuan to tens of thousands of wigs. Monthly sales are only single digits. In addition, the online sales of "Rebecca", which sells high-end products ranging from 1,000 yuan to 10,000 yuan, are not optimistic. The products with prices above 5,000 yuan are almost unattended. Regarding the above-mentioned problems of how the online sales situation is bleak, the Beijing Business Daily reporter sent an email interview to Henan Rebecca, but did not receive a reply as of the date of publication.

Even if online sales are not optimistic, the plan is still strong. It is reported that Henan Rebecca said that the company will strengthen the investment in e-commerce sales channels and provide new growth drivers for the company's sales.

New business is difficult to turn around

Not only has online sales been cold, but the number of stores in the company has also declined. It is reported that in 2015, Rebecca in Henan opened 39 new stores and closed 57 stores. At the end of 2014, Henan Rebecca had a total of 223 “Rebecca” and “Sleek” direct-operated stores and franchise stores. At the end of 2015, the total number of 205 companies decreased by 18 from the previous year.

According to the latest financial report released by Rebecca in Henan, the operating income for the third quarter of 2016 was 1.37 billion yuan, down 8.62% over the same period of the previous year; the net profit attributable to shareholders of listed companies was 118 million yuan, down 9.58% from the same period of the previous year. . Beijing Business Daily reporter read the financial report of Henan Rebecca Hair Products Co., Ltd. and found that the company's revenue and net profit fell sharply compared with the same period of the previous year. The revenue of the first quarter of 2016 was 445 million yuan, down 10.56% year-on-year. It fell 7.97% to 37.1 million yuan; revenue from January to June 2016 was 956 million yuan, down 8.28% year-on-year, and net profit fell 9.28% year-on-year to 76.23 million yuan.

The closing of the store optimization channel and the testing of new water business are regarded by the industry as an important direction for the transformation of Henan Rebecca. However, it is not wise to try the nail market where the competition threshold is not high. An industry analyst who did not want to be named believes that the eyelashes and nail services are simple, the technology has been standardized, and the technical training time required by employees is short, and there is almost no competition threshold. At the same time, it is not easy to make a brand-to-service for producing and selling wigs. The production-side enterprises have always lacked the control of service personnel and service processes, and the expenditures of labor costs and site costs must rise after the transition. Henan Rebecca is not difficult to make a big nail salon. In addition, the market is also facing a large number of Internet O2O enterprises, Henan Rebecca wants to divide the market is too difficult, the desire to reverse performance losses is frustrating.