The war ended, victory, just a new departure

When Chen Ou proclaims "End of War, Victory, Just a New Start," when it was sold to the Vipshop at Le Bee Net, the war seemed far from over and even upgraded. Ju Mei You cosmetics from cosmetics involved in clothing, the only product into clothing from the cosmetics, each other erode the main category.

Weekly Financial Trainee reporter Lin 劼 / Shenzhen reported

Next month, the bee network is about to celebrate its 6th anniversary. It is understood that a series of activities in preparation, will be released one after another. However, compared with this time last year, the music network still seems a lot of low-key.

Last year, the 5th anniversary of the music network bee celebrations from August 1 continued for a whole month until September 1. At the time of the bee network nemesis, the United States also took a 3.5-year anniversary of confrontation. Beauty e-commerce changing situation, this year's Valentine's Day bee network to join the only product will be three months later, the United States Merit independent listing, listing NYSE.

After Vipshop acquired Le Bee Network, a number of executives of Le Bee Network were replaced by those of Vipshop Limited. Although they still developed independently, they have been fully taken over.

Le Bees network model quite distinctive, but to do the power of the media business thinking, operations is not its strength, was the United States gifted products come from behind.

The only product will take over the past few months, the bee network occurred not less major changes, while maintaining the same characteristics, to the only product will be in line, involved in the sale, act more low-key.

For the only product will be, Le Bee Network is the expansion of its category to the forefront of beauty makeup. With the United States to enter the United States gifted clothing, the only product will bring bee network, with the United States will have more and more positive confrontation.

The introduction of the only product will operate advantages

The only product will be the acquisition of Le Bee network, then sent to the original person in charge of Beijing will be the only Beijing Jing Zhang LeTV CEO, the former CEO Wang Licheng to leave. Then joined Lynx as senior director, responsible for the home improvement business, to Lynx president Wang Yurui report.

The only product will be said at that time will be stationed in the CFO to the bee network, although the candidates have not yet announced, but the reporter learned from the bee network, the new CFO for Wang Zhihua, has been in office for a long time.

Le Bee network team remained stable, but financial, human resources and other aspects of the executives have slowly been replaced.

The only product will hold 75% stake in Le Bee Network, one after another stationed executives, the bee network although still independent development, but will inevitably be the only product will be affected.

Can see the most obvious change is that Le Bee Network to follow the footsteps of the only product, started a sale. Vipshop sale is a market proven successful business model.

After a period of temptation and brewing, last month, the new front page Le Bee network, changed the original mall platform model, the official transformation of the sale and the mall model.

The website of Le Bee Website also looks more and more similar to the only product. The promotional pictures of two promotions were exactly the same except for the hue. Consumers who did not know the relationship between the two even issued questions about who copied them.

Another humble change is that, after the acquisition, the music network in the interview, disclosure and other communications, voice less.

Le Bee Network said it did follow the low-key development of the only product style. At the same time, after the acquisition, the original intention of making the professional shopping website of Le Bee Net remains the same. The characteristics of its own brand will continue to exist and will not be abandoned, but will retain the characteristics. The current cooperation mainly lies in the Operating.

"The music bee network sold to the only product will be the right strategy," Jiyuan Capital Partners Fu Jixun to Financial Weekly reporter said, "The music network had three original business, media, private label, e-commerce. Teach girls how to dress up. The three modules are connected in a ring, but very different, it is not easy to operate. "

An e-commerce observer also said that there is a Daren economy, a celebrity brand and the past did not do well because the e-commerce segment is weak and its operating capability is poor, so the potential of the media can not be demonstrated.

Le Bees network similar to the customer, is a brand e-commerce, although there are market opportunities, but the development has not arrived, so the competition lost. It also believes that: "The only product there will be channels, strong operation; LEGO network has brand accumulation, programs, celebrity contacts and other resources, combined, is a good mode of cooperation."

Li Jing, founder of Le Bee Network has said: "The music network is not selling things, is to tell you how to become beautiful. This approach will not do the electricity supplier in general, we always want to fast, ignoring the brand to do some education And the education that the bee network does not ferment today. "

Li Jing star and star brand resources should not be underestimated, the so-called Daren economy is the core of this operation.

Recently, the mainland combination of Yuquan launched the same name cosmetics brand, into the field of beauty, chose the bee network as a partner. Le Bee network a number of stars up to Yuquan brand settled cheer, and the introduction of preferential promotions.

Cross-competition with the United States and excellent products

For the only product will be, the billion European network Huang Yuan Pu that its acquisition of Le Bee, the most valued cosmetics business resources, Le Bees network platform is not very important, this from Vipshop will be stationed in the music network as CEO but only The only person in charge of Beijing will also be able to see.

After the great success in the apparel category, the only product will start to get involved in cosmetics. Cosmetics are standard, from this point of view, it seems easier to do than a variety of costumes. But in fact, cosmetics is difficult in the supply chain integration, lack of products, insufficient supply, which is exactly the opposite situation with Weihuo.

Scarce supply is one of them.

Currently, the international big-name cosmetics sales accounted for more than two-thirds, there is no certain amount, the brand is not available. Online shopping specials broke the original price system, online and offline competition is fierce, and compared with traditional channels, the proportion of electricity sales still low.

Just a few months ago, the information disclosed in the Prospectus's prospectus showed that in 2013, the sales revenue of China's beauty industry was 36.5 billion U.S. dollars, of which B2C Beauty E-commerce accounted for only 10.2%.

Cosmetics proxy system is still very complicated, divided into many levels, and then the price system for chaos.

One of the reasons why beauty cosmetics and fake goods are often questioned is "how can genuine products be so cheap."

However, when it comes to identifying authenticity, the difficulties encountered are that authenticity is indeed difficult to distinguish, and brand owners are reluctant to take the brand endorsement.

This led to do not know how much the beauty of electricity between the war between the operators. Le Bee Network and the United States have repeatedly meritorious service road narrow, pinch each other frame.

Although Chenou declared "the war ended and the victory was only a new departure," when the Leo Bee sold the Vipshop, the war seemed far from over and even upgraded. Ju Mei You cosmetics from cosmetics involved in clothing, the only product into clothing from the cosmetics, each other erode the main category.

Cosmetics, earlier this year's information shows that the only product will be Canadian bee network daily sales of about 12 million, the United States and the United States for the 30 million or so, the former about 40% of the latter. The only product and music bee network overall bear the task of breaking the advantages of the United States superior products.

Apparel, the only product will have greater advantages, but also not foolproof.

"The only product will hit the time difference," Huang Yuanpu said: "Compared with the first-tier cities, 23rd-tier cities do not know enough about the brand immediately, but the brand awareness is gradually gaining popularity. In the past, small brands rely on the relationship can be negotiated, Guangzhou is Clothing center now with the improvement of bargaining power, the only product will also go to the high end, but the big brand is not good to talk about the sale of the brand image is also very difficult.

At present, the only product and the United States and the United States in the main category of goods are also maintained its own advantages, it is worth attention is cross-competition. Two successful vertical e-commerce, have excellent team, good show is still behind.

Company Profile:

Ju Mei You by the returnees students Chen Europe, Dai Yu Sen was founded in March 2010, is committed to creating a simple, interesting and trusted cosmetics shopping experience, the company pioneered the concept of "buy cosmetics": Daily recommended hundreds of popular site Cosmetics, and sold far below the market price discount.