Le Bee network to rob the beauty of the spotlight of the promotional ads

Le bee nets a snatch of the beauty of the promotional ads, let the price war from the book, 3C spread to the cosmetics field. Although the Lok Bee network executives in the interview, do not want to compare with the United States, but there is no doubt after the shuffle last year, cosmetics electric dealers will be more fierce competition.

If from the model, the Le Bee net and gathers the beautiful product not the same. Le Bee net relies on the Oriental Popular program artist Resources, explore is an original brand + talent economic + agent Platform Road, and Poly-Mei excellent product is from group buying into, developed into a brand agent mall.

In fact, the Lok Bee network launched the "Peach Blossom Festival" promotion last year, but also the annual March fixed items. And why this year so huge, the most important purpose is to "get users", after all, the Lok bee nets and poly-Mei excellent products are women's business, and the past one months poly beauty is overwhelming advertising, even the CEO Chen Au are deployed "their own endorsement."

Last year Sina Science and technology interview Le Bee Net CEO Wang Licheng, he has revealed that agent cosmetics do not make money, so le Bee network will be the focus of its own brand and around the people developed products, and agent of the platform is a "drainage role": To attract users to buy agent brand, and to recommend their own brands, Drive the sales of their own brands.

The advantage of the Lok Bee Network is that the Oriental popular many of its programs such as "Beautiful Beauty", will be good and the talent of the special skin care products to promote. Why Le bee nets need to give the independent brand traffic? The reason is that this part of the profit is higher, can make up for the loss of agent brand.

It is understood that the current Lok Bee Network has 10 million users, the cumulative purchase of users reached 4 million, while the independent brand accounted for the overall sales of 30%, Wang Licheng hope that the next day the number can become 70%, and price war is short-term to attract users the best way.

According to Wang Licheng, each price after the war can have 50% of users to retain, of course, Wang to dare not expect 100% of the users to stay, but he hopes through the stars, experts have influence on users, so that users really stay.

If Wang Licheng to the "price war" said there are reservations, then the Oriental Popular CEO, Lok Bee Net founder Li appears more "heroic". In her view, this year's price war is to learn from the layman to enter the expert, "only today more know how to do."

"We're a bunch of crazy people, and if something makes us want to understand, we'll bite." For example, we do TV, now the TV stations are very powerful, but we can not shake off, good activities are let us do. Our company is not big, but our can-do is not in general company. "Li said.

Unlike retail Wang, Li is more about television and entertainment. For the specific business of the electrical business, Li frankly not very understand, and her role in the Lok Bee Network, more is a consumer, and from the perspective of women put forward a lot of opinions and needs.

If say to the Le Bee net to evaluate a score, Li says "certainly very low", because leave her request still very far. These requirements are not sales or profitability, more of a few ideas.

For example, she hopes to introduce some Danish products, because the bottles of these products are buried in the soil for 60 days will automatically degrade, for example, she also wants to let the broken newspaper packaging products into some beautiful environmentally friendly material, or use scrap information to fill.

In the process of becoming familiar with the electric business industry, Li suddenly discovered that television is the only one, and this "business" needs most is what, is the content, that is, the Oriental popular many programs. The content that Li can bring to the company is the original skin care brand and the talent expert product.

Li that the Lok Bee Network is not simply an electric business platform, it is not "buy" and "sell" so simple, but through the recommendation of social electric dealers, tell everyone how to become more beautiful.

The following are the electrical quotient in the eyes of Li:

In my early years, I made Super visit 10,051 episodes, and now I have to give 1 million yuan for the show, I have experienced the change of TV industry, the TV companies are all dead, the light is listed, in fact, it is not because of TV program change. I have been in the TV and electricity quotient of these two industries to compare, TV is the consumer, the user is a remote control, what you are not a show of what program. This is the same as consumers, no matter how many ads, it will be hard to forget.

Television itself is the way to be a business-to-consumer. A few years ago I faced the pressure of many programs of super women, our company has only two programs, people said it must die, but I said I am sure to survive, I think China's future is the content of new, only a TV station, what the program is not, what is the meaning of living. This is the same electrical quotient, you have others, you have advantages.

I came only a program, and then have a second program beautiful woman, and then the very quiet distance, each is fine, every day is 24 hours with the team to study these three or four things, three or four things to a certain degree of fermentation, is quantitative to qualitative change.

Now the electric business is very much like a decade ago to do TV, so many companies, they have a lot of money on the horse, said to do TV channels to do. But we are very serious, to me, very fancy content, Lok Bee Network is the same, we only do one thing, is the music bee experience do a good job, own brand well, and do not want to kill who.

Selling agent brand cosmetics is not profitable. But everything is the same, and every show we do is not all about making money, or losing money, but a combination. Some people will say Li you do the community and do the media, but also to do their own brand, do too much. Say I am very tired now, but the above every point is a closed loop, can ferment.

We signed a lot of people, in order to make them more red and professional, every year to Hong Kong, Japan, Korea to participate in cosmetics festival I take them to see. This investment is very important, not willing to let them broaden their horizons is meaningless. This mode some people do not sound particularly understand, for example, my husband to make records, Stefanie Sun in college signing her, seven years of time, training all day Wang Jiangshing can raise the whole company.

At present, Jplus is the mother brand, already has 11 talent brands, there are two star brands to join, this is our music bee network very unique own brand model.

My husband's record, the emperor in his hand is divided into, endorsement, I recently saw some Hollywood stars in the United States, in addition to their own acting, there can be 40 billion yuan market, and China, in addition to the old one of Li Ning, other than a. I particularly want to make this matter, this matter is not related to my own money, and very tired. But if this pattern is done, I think it's a great thing.

I do the Lok Bee Network is not a trading platform, if it is a trading platform, I do this thing, may be three or four days of interest is not, my interest lies in in-depth excavation. Le Bee is not selling things, is to tell you how to become beautiful. This way General Electric dealers will not do, we always have to quickly, ignoring the brand to do some education, and the music of the network does not make the education in today's fermentation.

I think the pressure will always be there, this kind of pressure is particularly good thing, I think the internal pressure is inferior to outside pressure, I hope the external pressure competitiveness is particularly strong, this competitiveness is the industry competitiveness, we do the daily pressure of television, now do TV to what extent, satellite TV, the leader of the direct text to my hand, Asking about the ratings for the first night. Why, our TV is more competitive than the electricity quotient.

Electric dealers can change everything themselves, such as controlling prices. TV is helpless, star came to let him do something is not about, this is the pressure of the TV, we this building slogan is forever and yesterday is not the same, TV pressure is very large, television will be because of a program and you compete, even set TV series two set to change Lianbo three sets.

The person of electricity dealer is more than the person of the television circle Black is true, we most red blanket treads on skirt, carry a bad word, the electric Trader's will say, or will appear a group of people to scold me. I used to scold them, now do not scold, this is two circles, our circle is that kind of superior, now looks or special pediatrics, I finally understand the business circle more complex.