Biography of the cosmetics store

Date is a big redistribution today. During the war, the state took almost companies belonging to the Russians. What happened to them? In the first half of the year, according to Similar Web, the average monthly number of visits to the Makeup website in Ukraine amounted to almost 6.5 million, in the category “Beauty and Cosmetics” the Ukrainian retailer was in a place in the world. This is the fourth in attendance of an online store in Ukraine after Rozetka.

According to this indicator, the company is the sixth in the Ukrainian market of cosmetic retail, including offline sales. But this is for now. He is going to repeat the Ukrainian success in the EU markets. Their formula? New technologies and playing the weaknesses of competitors. Malev was the director of the Luxoptics for Development, Volobuev was responsible for the automation of business processes.

The former owner of the Luxoptics Oleg Kalashnikov praises Malev for immaturity and creativity. Volobuev tried to develop the online sales "Luxoptics", but the project "did not go." In the year, he and Malev decided to engage in an online retail. What exactly to sell? It was easier to answer what not to sell. Electronics in E-Commerce by that time Rozetka and Sokol were already stained.

They tried - it did not work. The sale of cosmetics on the Internet did not look such an obvious idea. It is true that in the Czech Republic at that time, success history has already developed. In the year, Mikhal Kokyuk launched the Parfums portal. A competitive advantage is a huge selection that is not in any offline store. In Ukraine, this has not yet been understood. He and Malev acted on a hunch, and began to pay attention to European experience later.

What is it like to start in the midst of a crisis? He wrote the first Makeup site with his own hand. Volobuev prefers not to use the services of third -party developers: they say, the manager must know all the processes himself in order to have a good examination. Partners invested several tens of thousands of dollars of personal savings in the project. As the speed rises, “went” to friends and acquaintances.

Companions focused on a wide range, but in order to stand out they decided to sell expensive cosmetics. It is easy to say - it is difficult to do. Her shops opened in the best shopping centers. Gatkin says that he had to negotiate with world brands for years. According to Gut, negotiations with Makeup ended in nothing. Manufacturers of expensive cosmetics did not understand what the Internet is, says Volobuev.

In order for the products of fashionable French, Italian, Japanese houses to appear on the Makeup website, I had to look for bypass tracks. If you can’t buy the goods from the official distributor, you can find a supplier who will sell stock goods from Europe, says the owner of one of such companies, who asked not to mention his name in the article. He imports such products to Ukraine and supplies to Makeup.

Stock is the remains of goods that a store has not sold a contract with the manufacturer during the season, or what remains in the warehouses of the official distributor. Finding a stock company is easy. It is enough to come to the international exhibition, go through the cafe and be open to contacts. Manufacturers of Luxury cosmetics close their eyes for such trading: this is also a sales channel and a profit source.

Infographics Leonid Lukashenko Makeup was “open to the contacts”. Trading without an official agreement with the manufacturer, the company can set retail prices depending on demand.

This is a competitive advantage: official sellers are often “connected” by the recommended price. Cosmetics, which is sold in online stores, he calls the "drain": "The goods in the Italian store ended the expiration date-the lads from Ukraine came, they bought everything, brought in beads and issued private entrepreneurs." According to Gatkin, when buying on the Internet, the quality of the goods can be different, "how lucky." This is followed by an automated system that collects negative reviews for all available sources.

The goods, which received a complaint, is removed from the site until the reasons are clarified. Suppliers who shipped poor -quality goods fall into a blockalist. The system is called Katya, it was developed by internal forces. Its original task is to automate the management of the warehouse. How does Katya know all this in advance? The system is based on dynamic algorithms that respond to thousands of factors, says Volobuev.

Obvious factors are seasonality, holidays, birthdays, weather forecasts, competitors' prices. Unobvious - the frequency of mentioning the brand in the news, fluctuations in currency courses, macroeconomic indicators. The system takes into account changes in the incoming data every second, says Volobuev. A system in the Amazon warehouses is arranged in a similar way.

In the assortment of Makeup near the names of goods that the company buys from suppliers - both stock and official distributors. To maintain an assortment, the company purchases goods even from competitors. The total amount of orders is 9 million UAH.The largest cosmetics sellers in Ukraine EVA EVA for UAH 12.8 billion UAH Number of offline stores: Pragon for 4.2 billion UAH Number of offline stores: 96 rupture for 3.3 billion UAH Number of offline stores: Pragon for 3.2 billion UAH Number of offline stores: Pragon for 1.3 billion UAH Number Number Offline stores: Pragon for 1 billion UAH number of offline stores: 0 SITURG for 0.3 billion UAH number of offline stores: 13 rush for 0.1 billion UAH number of offline stores: 0 The biggest problem for Makeup - tell the client “No”, Voloboev explains.

During the interview, it turns out that the Forbes journalist uses the cosmetics of the American brand, which is not sold at Makeup, Volobuev immediately sends SMS to his subordinates: “Why are we not working with them yet? Entrepreneurs also did not want to take a picture: they say, they have not yet grown up. At the very beginning, the number of users of Ukrnet, according to the State Statistics Service, was a little more than 2 million.

In 10 years it grew 13 times. Traditional retailers sat at the start. What else helped Makeup grow? Volobuev without pleasure recalls how he handed over the packages for delivery by buses to other cities, realizing that it should not be. At the start, the company worked 10 couriers, now - under the period of delivery in Kyiv for a day. Competitors work with partner companies.

On average, it comes out longer. Thanks to Katya from the moment the buyer pressed the “order” button, several minutes pass until the packaged parcel appears. Prior to the implementation of the system to process the order, at least six hours took. Delivery is a key element that provides the comfort of the buyer, says Volobuev. In couriers they try not to take people gloomy and ill -bred.

The main installation is to behave as if you are delivering a parcel to a good friend. Unnecessary couriers in Makeup are not fined - they are fired. They do not take gloomy and non -bombed into the couriers. Horizon general director Elena Kosharn impressed the rapid growth of the company, the technological and applicability of a business model in other countries. Today, Makeup has 7 million users in 14 countries, including 3 million in Ukraine.

The goal is to bring this amount to 10 million by the end of the year, says Volobuev. The Czech Notino, which started five years earlier, is now 13 million customers in 24 countries. Makeup began conquering Europe four years ago, opening a warehouse in Poland. Today, the company operates in 13 markets, including France, Germany, Russia, Italy, Spain. According to Mazepa, foreign sales are already bringing half the revenue.

But online trade, on the contrary, flourishes. Published in the third issue of Forbes magazine September Materials on the topic.