How to understand consumer emotions and create a new online store experienceⅠ

　　At the regular meeting of the Crown Club, Yang Yifan, brand operation director of Mary Dejia, shared with everyone about Marie Dejia's exploration of experience communication, and efforts in the sense of atmosphere, participation and honor of consumers' experience, so as to achieve the purpose of making consumers empathize, manage every touchpoint of consumers, and discovering the inner desires of consumers.

　　Mr. Yang is a member of Jinguan Club, with 6 years of experience in cosmetics e-commerce, and is good at brand building and management of the e-commerce market. Starting from 00, Marie Daijia's e-commerce team and system were built. From 2014 to 2016, the top three brands in the Cat Makeup category for the Double Eleven Days for three consecutive years, and the first in domestic products.

　　The following is a selection of full texts:

　　Good afternoon everyone, let me introduce myself first. I am from a makeup brand Marie Dejia. Our entire brand is relatively traditional, because our development actually started from offline, and I actually started to participate in the e-commerce of Marie Dejia in 2011. At that time, it was still a stage of serving this brand. Then, in 2013, I arrived at this brand, and then we officially started to operate our entire brand e-commerce direct sales in 2013. I have been participating in the Laogao Club for about a year or two. Today, I will report to you about a year after I was a Marie Dejia, and then share some small experiences in the process.

　　Let me first introduce some of the characteristics of our category, because although they are both cosmetics, we may be very different from the well-known skin care products in cosmetics. Skin care products are based on efficacy as the main selling point. So when doing online marketing and sales, you may look at things like Afu or Yunifang. They will focus on the raw materials, origin or the origin of their products. So I think skin care products have advantages in marketing online, because they actually have a lot of space and space to show. For example, Yunifang can tell that they have a palace background, and then used by Empress Dowager Cixi, etc. In fact, such marketing content is more fully displayed on the Internet, but our category of makeup is actually different. I actually spent about two years to understand how we should do e-commerce in this cosmetics category.

　　Terminal experience is a very important part

　　Let’s talk about what we will do offline first? Why do I share insights with you today about the experience of consumers? Because in fact, the category of makeup itself is a category that needs to pay attention to experience, because all the products of makeup can immediately show effects after being painted on the face. For example, when selling color products, such as lipsticks, when consumers make decisions about whether to buy this lipstick, they will not say that they will refer to the texture of this lipstick or the moisturizing effect of this lipstick or so on. They must see what the effect of this lipstick is when applying it to their mouths. Will this effect be impressed? He thinks that it can express his mood, state and emotions, etc., so we think that this category needs to be experienced in particular. Therefore, we are not only our brand offline, but all makeup brands pay attention to the terminal experience when doing this marketing.

　　Terminal experience is a very important part. For example, when we are making eyeliner products, we will hold this kind of salon event offline. The salon event will invite consumers to our site. We will arrange a scene that makes her feel very comfortable and pleasant, and then in this scene our makeup artist will put on makeup, communicate with him and learn about his status and his thoughts, and then paint him with the appropriate makeup. This method is used to sell this product to them very softly. This is how makeup is sold offline. This is also an event for our salon club. For example, we will regularly run theme salons based on the themes we promote and products we promote, so when I was doing this makeup e-commerce. I think this matter is difficult. Since a very important part of our sales is the experience, which is the experience of consumers. After they let them put the makeup on their faces, they decide how many products to buy and what products, how should I sell offline? We cannot give consumers a very intuitive experience online, and we cannot say that we can see the effect of using up the product online.

　　For example, we sell a product that is a lipstick, which has more than 20 colors. In fact, when I put those more than 20 colors on the web page, everyone will think that they are not much different. These 20 colors are viewed on the web page and there are color differences, and everyone's display is different on the display screen. So I think this thing is very difficult to sell. What exactly should he do? In fact, when we put this thing on the physical body, you apply different colors of lipstick on your mouth and look in the mirror and find that the difference is actually quite big, but we can't experience this difference online. So what should we do?

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