Discussion on the development of home building materials electric business from the O2O mode of beauty Lele

Before we talked about Jingdong Mall and Sina home cooperation, talked about the home network to buy Oriental Home news, also talked about Taobao cat business Love Bee tide story, Next we talk about beauty Lele.

Beauty Lele is our home building materials industry in the development of electrical business can not avoid the story, it represents a class of electric business development story, this is to rely on the internet to grow up the so-called "Amoy brand" how to continue to grow the story.

But the story of Beauty Lele is unique.

1. The story of Beauty Lele

About the beauty of the birth of Lele development history, we can Baidu, understand the details, here no longer wordy.

Here we briefly describe some of the links that are relevant to today's article in the US-Lele story: 1 The United States Lele is "Amoy brand" was born 2) beauty Lele opened the line of experience shop, 3 beauty Lele "out Amoy" to establish an independent platform, and began to expand from furniture home building materials complete category 4) The United States Lele recently with Haier.

The internet seems to be always for those who do not follow the rules prepared, and the United States Lele apparently does not belong to the Internet in the rules, so make a lot of noise, also makes us have to take the United States Lele as the name to explore the "Amoy brand" home building materials electrical business development path.

2. The way of survival and development between the electric commercial hegemony

Beauty Lele made the biggest sound is fast online expansion, the establishment of the offline experience Pavilion, to achieve its O2O strategy, causing the attention of the entire industry. But in my opinion, the most daring (and also puzzled) action of US Lele is its strategy of "from Amoy to Beijing".

We know that Taobao Day cat merchants, a considerable part of the cat has a fear of Taobao, that is put in a basket of eggs in case one day basket turned over eggs will be smashed. "Out of the Tao" is caused by this concern.

But "out Amoy" is not from Amoy. "Out Amoy" is to take out a few eggs in other baskets or into their own small baskets, instead of the original Taobao cat eggs are all taken out. We see that Trimebutine has its own online mall, but Trimebutine still has a flagship store in the Sky Cat.

However, the beauty Lele "out Amoy" is a thorough "away Amoy". We have not seen the existence of beauty Lele in the sky Cat. This leads us to the first related question: home building materials "Amoy brand" in the future of the development of the road should be how to plan?

The past two years of the electric business war, has basically formed a few parties to dominate the world pattern. I use a sentence image to describe the current situation of the electricity quotient competition: do not want to be emperor, are sealed amnesty. Ear immediately rang Dangdang guoqing words: From. Who gives people a big flow?

When from, a shop from, where the customer from, Amoy from, le Bee also from ...

"From" strategy seems to be the "Amoy brand" in the giant crocodile competition to survive and development of the only way out: who gives traffic from WHO. Do not want to be emperor, there is no principle of subordinate status problem.

Of course, independent websites are still needed. This is an independent gesture, is also the ultimate destination of traffic, or perhaps the "from" Platform bargaining capital.

Subject to amnesty, but still to save their own armed.

In a "from" sound, the beauty of Lele thoroughly "away Amoy" looks very stand out. Because I do not understand the strategic intentions of the United States Lele and the story behind the strategy, we dare not to beauty Lele's departure strategy to comment. We just express to the beauty Lele away Amoy strategy puzzled. Even more puzzling is that the United States Lele in the Amoy at the same time, but also "into Beijing," opened the flagship store in Jingdong Mall.

We have said that the United States Lele is not destined to be a disciplinarian, its "from Amoy to Beijing" strategy, is only one of the performance.

3. Online O2O mode

Online How to develop offline, we have explored the net of the network group buying mode and the cat's Love Bee-wave mode. Beauty Lele's online experience pavilion expansion, should be closer to the cat's Love Bee-tide mode.

Amoy Brand is basically a grassroots brand. A big worry for the grassroots brand is to fear consumers distrust. Kiss！ There is a physical store in our shop. "This entity shop, is" wash "Taobao shop grassroots image of the best way. As a home building materials products Amoy brand, may get rid of the "grassroots" the best shortcut, is in the Red Star, such as the United States, such as Kai Lung well-known traditional stores open. So is the reputation and the offline experience. At the same time can make full use of the natural flow of traditional shopping malls. (two times Love bee tide choose the traditional home building materials shopping mall outside Cheng Jian Museum, should also have this aspect consideration.) ）

But one of the obvious drawbacks of doing so is to bear the higher rents of traditional malls. This is the cat merchants into the love of bees in the tide of trouble. In fact, this entanglement may well reflect the key obstacle to the development of O2O strategies from line to line. We put forward the question and discuss it in more detail at the appropriate time. This question is: home building materials industry's pure online brand to the offline, what kind of business strategy should be adopted?

In general, online Amoy brands can be used with online sales of the same product and price strategy, and the so-called online integration under the line. The online experience shop is purely used as a "last kilometer" service for the experience and home building materials products. But one big problem with this strategy is the need to address the high cost of online experience stores. Online enterprises to open shop, how to calculate the interest between the cost and the need for in-depth study and in practice.

To know that at present, even the most cattle Amoy brand, may not give the online experience shop to bring enough traffic. Is the cat enough? The Love bee tide may not yet reach the expected flow. We've said that it's not as easy as it seems to be, to drain the wire from the line, or to let the online consumer experience it in the offline experience shop.

Beauty Lele once again sword walk slant, do let the world attention: with the fastest speed, online opened up nearly 150 independent experience shop! These experience stores adopt a consistent line of product and pricing strategies.

Beauty Lele away from the traditional home building materials shopping malls, the edge of the city to open an online experience shop, it is clear that there is a certain strategic purpose. And we feel that this goal, perhaps with the "away Amoy" strategy has the same meaning. The strategy of beauty Lele is obviously unwilling to "from". It should be planned to play their own territory, not to dominate, and at least become a party princes.

Away from the line of the cat platform to build their own independent platform, away from the offline traditional shopping malls to build their own experience shop system, the purpose should be only this.

But this is a grand goal, it does not seem to be the independence of the United States Lele can do. Maybe everyone will worry about two questions: 1 does le Lele have enough money to support such a rapid expansion? 2 Beauty Lele has enough funds to support the line of many experience shop operating costs?

4. Independent Business-to-consumer Platform Strategy

The United States Le Leqi home in the furniture, their own platform, but not to be limited to furniture sales, trying to extend the scope of business to include home building materials, including the entire scope of the entire process, to become a collection of decoration, building materials and home as one integrated platform. This is indeed a bold plan.

In fact, whether bold or with the hands of how much money related. If there is enough money in hand, it is enough to shout "How big the Heart is, how big the platform is."

Home building materials Platform (or mall) does not seem to be so good to do. We have seen several companies that have spared no effort to build online shopping malls, and we have seen enough traffic to turn into sales of home building materials and electrical business platforms. Internet traffic is sometimes very strange, we use a popular word "gas field" to describe this strange phenomenon: the gas field is not enough platform, even if your product is the same price lower, consumers will not buy your products. So want to build a platform independent enterprises must be cautious, do not blindly follow up.

In addition, the U.S. Lele rapid development of the 136-line experience shop, it seems at least in the area with a complete home building materials Mall is unable to match. Seems to be painstakingly built up the experience shop, still not operating how long it out?

To this end, it seems that the strategy of the United States Lele should be more clear: it is trying to home building materials industry has not fully launched the development of electric business, the use of rapid development, occupy the opportunity to first make a framework, and then to do a real big. This strategy requires a thick amount of money to support.

The question of funding was also discussed. We can not help but think of the recent Haier and the United States Lele cooperation: the United States Lele online Experience shop renamed Haier Beauty Lele Experience pavilion. Is this just like the news said to put some Haier home appliances to the beauty of the store to show and then crown the name of the shop?

It seems that the problem is not so simple. Zhang does not seem to do such a simple thing. Haier and the United States Lele cooperation behind should be related to our repeated mention of the issue of capital. But what is the hidden story of this partnership?

We have been discussing the United States Lele seems to have a big strategy, but also has been suspicious of the United States Lele this grand strategy of the realization of. However, when we put this big possible strategy in the name of Haier, it may be completely different!

Can forget the United States Lele before doing everything, Haier and the United States Lele cooperation will be how to develop, may be home building materials industry, the most need to pay attention to the development of electrical business.

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Note: This article was written nearly six months ago. Beauty Lele is a low-key company, not very low-key but very low-key. So there are many outsiders do not know and can not understand. This article reflects my original view of Beauty Lele.

With the understanding of beauty Lele deepen, here do some supplement: 1 Beauty Lele "into Beijing", because the wind behind the investment and the relationship between Beijing and east; 2) The Beauty Lele's offline experience pavilion should be effective, more than 50% of the purchase online under the Experience Pavilion completed, 3 for a single experience pavilion is profitable. This shows that the United States Lele line online interactive business model has been basic to pass.

Objectively speaking, the United States Lele is so far the home electric business development in the mode of a relatively smooth enterprise.

(May 18, 2013)

(This article is the original, only representative of the personal point of view.) All rights reserved, reproduced or quoted please indicate the source. ）