Le Bee Network CEO Wang Licheng: Do mix and play the electric dealer brand is the soul

The determination to join a media entertainment company is not easy for Wang Licheng, who has spent more than 10 years in the traditional retailing industry. In the summer of 2007, Wang Licheng, the director of the Li, often drank afternoon tea with the host of "Super Visit" and Sequoia Capital partner Shen, who invited Wang to start a business and make a female electric commodity card. The two sides talked for nearly half a year, and finally discussed a commercial prototype: first of all, the female electric goods card to fully rely on the mother company to make the TV program platform, and fashion to reach the influence of people to obtain users; second, it will develop and produce its own products, create its own brand.

March 2008, Le Bee online line. In the next three years, the annual growth rate of 300% per cent, to 2011 sales reached 900 million. Wang Licheng said the sales target for this year is 3 billion. At present, the Lok Bee Network has its own brand jplus static, Jcare and nearly 1000 of its own products, its sales accounted for about 40%. "What we do is a living media company, Li and her talent team, bringing in different areas of life solutions, the future will not be limited to the cosmetics industry, may involve mother and child, clothing, furniture and other areas of life." "Le Bee NET CEO Wang Licheng said, in the future, Le Bee network plans to follow the Korean street beat Web site model, from the beauty of the field to fashion clothing."

Wang Licheng that for this "mix and match" company, the important thing is the running-in of culture. Lok Bee Network of the parent company is the Oriental popular group, including the three major business: have "Super visit", "beautiful Pretty Woman", "very quiet Distance", "Tonight Man", "I love every Day" and other 9 major television programs, including the media companies, the development and operation of private brand static good products Shanghai Oriental Popular Company; These three main business mutually rely on, static good brand and Le Bee network can get media company program and star Marketing resources support, Le Bee network also for the static good product sales to provide important electrical business support.

Wang Licheng said that our team consists of three groups of people: media, brand-making people and people who do e-commerce. The whole team needs to work together, from different business world people's thinking habits, cultural temperament completely different, walk together, every day in running-in. He laughs that he does not want to become too professional and even become a female cosmetic specialist. "I will always make myself a ' Shita ' state, because only this mentality can be more inclusive team." ”

Running-in and interaction

"The first thing I do is find the right person, many leaders are prone to make a mistake, when they are very professional, it is difficult to accommodate their own staff deficiencies." Therefore, I can now tolerate the shortcomings of the team, fully explore their potential, complementary advantages. My ' Shita ' management mindset will allow me to focus more on thinking about what the business is going to be in 5 years or even 10 years. He quipped, "Why Li and I can work together so long, because we are all ' Shita '!" ”

He admits that the oriental popular corporate culture attracts itself: bold cross-border, but not blind. Wang Licheng A meeting, careless Li said, he did not think good how to do electricity business, so let him go to do. They found that both men were bold and destructive. "We all like to be unconventional and try to be different from other people and like to throw things away from the past." "Wang Licheng said.

At the beginning of the venture, Le Bee Network obtained Sequoia Capital China's founding partner Shennan Peng Investment, the first expected business model and the United States "domestic queen" Stewart similar. "Our company is the media started, the most influential resource is the high ratings of women's program" Beautiful Woman ", teach girls how to dress up. ”

Obviously how to extend this media influence to the retail of merchandise behind is the most important step to achieve a successful transition. The site is undoubtedly one of the best low-cost platforms to combine media with retail. "We do not want it to be a simple corporate web site, but a lifestyle platform, which has program content, products, forums, is fully interactive, interactive is the biggest advantage of the Oriental Fashion Group." "Shen Evaluation of the Lok Bee Network said," such as viewers saw the Oriental popular media company's program, may be on the Lok Bee Network, through the Internet or call center to buy their products, this is a whole platform, is a new way of life. ”

Wang Licheng that at that time, the start can rely on two major resources, the first is Li accumulated a lot of fans; second, after the website on-line, through the television program promotion has a certain popularity. This makes the Lok Bee net in the first year to achieve break-even.

At present, the Oriental popular media company's television programs are mainly divided into two categories: one is the star interview program, such as "Super Visit", "Static distance"; A class is to teach you how to dress, fashion life, such as "beautiful Pretty Woman", "I love every day." It is reported that these four programs every week in the local television broadcast hours in total about 400 minutes, covering more than 30 satellite TV and local channels.

How to interact with content and business and achieve seamless convergence between different talents? Wang Licheng said that the interaction between the two sides is to first through the television program to convene a high degree of professional talent in the country, share clothing collocation, skin care, make-up skills; Secondly, with the help of their own "beautiful beauty", "I love every Day" and other fashion life as the theme of television programs, to enhance the popularity of talent, expand the influence of the program, So as to drive the commercial retail of the Lok Bee Net. At present, even the "beautiful beauty" of the host also began to clothing, jewelry accessories, such as in-depth research for the Lok Bee Network after the product line to expand the foundation.

However, although the same parent company, but the use of "beautiful beauty" TV entertainment platform is not free, the internal virtual settlement system. "In these shows, Li never encourages viewers to buy things on the Lok bee Net." Wang Licheng said, "We are more of the time to listen to the director of the program, first of all, considering the ratings of the program and the product is not helpful to consumers." ”

"My consensus with Li is that Le Bee does not do TV shopping, it won't last long." "Le Bee network to and users have" emotional resonance. "To use Wang Licheng's words to explain, is to find the customer's" preferences. In the quest for empathy and preference, Li says that doing the same thing as doing a program is the same as doing it.