Lafaso to Add SNS Features to B2C Cosmetics Site
Ebrun, 12/19/12
Wang Licheng, CEO of Beijing-based women's B2C e-commerce site Lafaso.com, revealed today that the site will launch a new version of its "Fengxiangbiao" (http://f.lefeng.com) cosmetics site in late January 2013. Fengxiangbiao currently receives roughly 200,000 unique visitors per day, and has more than 600,000 registered users, 80% of them active users. Wang said that Lafaso hopes to have an audience of 20 mln users within the next two years.
The new Fengxiangbiao will be divided into four sections: Samples, Reviews, Ask the Cosmetics Experts, and Brand Activities.
The Samples section of the site will offer free samples of new products for users every week. Customers will be able to see previous users' feedback and comments, and can share their own experiences with product samples.
"Comment" allows users who don't know quite what they're looking for to ask for suggestions from other users, and differs from the "Samples" section in highlighting products selected and approved by the Fengxiangbiao user base.
Lafaso will sign agreements with experts and celebrities for the "Ask the Experts" section, which will feature periodic appearances in which experts will answer customer questions.
The "Brand Activities" section will offer promotional campaign information for products under Lafaso's own brands and other major brands for customers seeking to engage in major promotions.
The new version of Fengxiangbiao will be more tightly integrated with Lafaso's online mall, which will make adjustments based on customer demand. Rather than continuing to run its social site separately from its online mall, Lafaso will integrate the two into a unique whole.
For the short term, Wang Licheng said, Fengxiangbiao will be positioned as a way to draw traffic to Lafaso - but in the long term, the company believes that Fengxiangbiao will increase user stickiness. The social and commercial halves of Lafaso will complement one another. In the future, when customers browse to any product in Lafaso's online mall, they will be able to see comments and feedback left by other customers in the Fengxiangbiao forums. Customers will also easily be able to click through from Fengxiangbiao forums to product purchase pages.
Lafaso has established a products division that will be responsible for overall planning of the company's websites, Wang said, including research into further integrating Fengxiangbiao content in the Lafaso homepage. Employees of the division will take the customer's perspective into account when planning the site for tighter integration between the social and commercial halves of Lafaso.
Editor's Note: Fengxiangbiao is a social site owned by Lafaso offering a platform for cosmetics enthusiasts to share tips and interact. Users can share skin care advice, cosmetics product reviews, and other tips, and recommend their favorite skin care, beauty, and cosmetic products for other users.
Keywords: Fengxiangbiao SNS e-commerce Lafaso Internet B2C active users registered users Wang Licheng female
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