The Imperial Palace Taobao Make-Up Products Upgrade All Over The Line, Cross Border Product Positioning Is A Problem.

On the shelves, Taobao cosmetics, which triggered a huge market reaction, announced that the whole line would be shut down in less than a month.

At 8 p. m. on January 5th, the Imperial Palace Taobao said on official micro-blog that its original series of make-up still had much room for improvement from appearance to internal quality, and decided to stop production all the way.

Orders for pre-sale will be shipped one after another in spring.

The Imperial Palace Taobao's make-up includes 6 different color lipsticks, 3 kinds of eye shadow, 2 kinds of blush, Gao Guang and other products, with traditional Chinese cranes, nuts, Cui Cui and other elements for design inspiration.

After more than 10 days on the shelf, the delivery date of the pre sold goods was also after April.

In terms of sales, cranes and blushes ranging from 66 to 160 yuan, eye shadow and blush, and dot Eyeshadow sales range from more than 10 thousand to more than 30 thousand.

With the delivery of the first batch of products, the Imperial Palace Taobao cosmetics also ushered in a wave of consumer assessment.

On the whole, the color value of the Imperial Palace Taobao make-up is satisfying, but consumers have different opinions on the make-up product itself.

For the most controversial eye shadow, some people feel that the color is amazing. Some people have also responded to the problem that the color is not enough everyday, they can only be used for collection, the texture is not exquisite enough, and it is difficult to halo dye is not suitable for beginners.

The Imperial Palace Taobao has also noticed these consumer feedback.

In reply to micro-blog, netizens said: "lipstick appearance feedback components are not high enough, paste smooth flow and color have room for improvement.

The pearl particles of eye shadow are not fine enough.

Blushes are pink and orange.

Dot green blue practical degree is not good.

"If you miss it, it's nothing to be regrettable.

Better in the future.

And said that the first batch of products that were put on shelves after the Spring Festival did not rise in price.

The the Imperial Palace Taobao did not give a definitive answer as to the time when the upgraded new products will be sold and whether the original designs and styles are included.

This triggered a heated debate among consumers.

Among them, the most controversial is the "eyespot" which is considered "poor practicability".

In terms of packaging appearance, it is hard for you not to be attracted by its design, but the blue eye shadow itself is very difficult for ordinary people to use everyday.

"Because the color is clear, it is difficult to dye evenly, not suitable for beginners.

I paint too much. "

Beauty makeup blogger @ mango's dressing room commented.

But at the same time, many netizens said that the price of 66 yuan monochromatic eyeshadow, they looked at is not practical degree, but the unique design and collection value of the Imperial Palace, "the color of point jade is very special in ordinary products". "Why make-up must be daily, beauty is finished."

The color make-up is probably the most controversial and controversial product in the history of the Imperial Palace, and the reason behind it is largely the location of pboundary products.

Compared with the conventional arts and crafts such as dolls, furniture, stationery and so on, the Imperial Palace's make-up can be regarded as a new attempt to cross the border, but in fact, make-up is a complex and mature market in China.

According to the consumer index released by Kayu, sales of skin care products and cosmetics in China increased by 17% and 30% respectively in 2017, much higher than the overall growth rate of fast moving consumer goods. In the mass cosmetics market, Eyeshadow products increased by 83.6% over the same period last year, and the growth rate was the highest among cosmetics.

In other words, young people with various product choices have become very picky, coupled with the popularity of the beauty bloggers in the social media era. It is not easy for a product to really get the market.

It seems a lot simpler to look at the the Imperial Palace make-up with the nature of "playing tickets".

Just like the lipstick that was once made by the big white rabbit and Maxam, the powder cake made by Wangwang and even the nutrition fast line make-up, the essence of these products is not for long-term sales, but just a marketing gimmick that triggering the brand's voice.

For now, however, the purpose of the Imperial Palace make-up is not simply to catch the eye, but to make a product that has been sold for a long time, which makes things more complicated. The cultural connotation of the unique design is the key to distinguish it from the big brand products in Europe and the United States, but the product itself is hard to compete with the professional make-up brand.

There is still a price to maintain, to keep the price of dozens to more than 100 yuan, or to raise the quality and raise the price to hundreds of blocks.