Le Bee rushes out a road different from the other vertical cosmetics electric Dealer

Absrtact: By virtue of the advantages of a unique promotion, to Le Bee network for the representative of the vertical electric operators to the talent of the economic operation of the wind. April 16, the spring and summer of the brand of Xie Na Huan style that little man in the line of Le Bee online just 4 days after the booking volume reached thousands of, even if

By virtue of the advantages of a unique promotion, to Le Bee network for the representative of the vertical electric dealers to the "talent economy" operating well.

April 16, Xie na "Huan type" brand spring and summer of the new "that small" in the Lok Bee online line just 4 days later, booking volume reached thousands of, even if this looks like most T-shirts are the same as "that small" pre-sale price is 159 yuan, compared to the same target for the young people of the 29 yuan every customer T-shirt expensive many.

This is the Le bee net in the Internet trend clothing of the test water. Prior to this, the Lok Bee Network by virtue of its own brand-static Jia successfully landed cosmetics electric dealers, and found a profit model. After 5 years of operation, "Jing Jia" cosmetics in 2012 sales of nearly 400 million yuan. In addition, the Lok Bee Network also launched its own brand of health care products, clothing. And these own category in the entire Le bee net 1.9 billion yuan of sales contributed 30%-35% of the share.

In the retail industry, it is not easy to build a brand, to cultivate a brand, and to realize the scale of mass production smoothly. Such data is a good result for a start-up Internet skincare brand. With the help of star, le Bee nets to small steps to run, small-scale production of the way to achieve a large scale economy.

Do a good job of brand positioning, the Lok Bee Network and the use of film and television programs, micro-BO, micro-letter and other channels to promote, to achieve the minimum production scale sales. For example, cosmetics the smallest volume production scale is 10,000 bottles, the clothing smallest quantity production scale is about 5,000 pieces, some T-shirts smallest unit or even hundreds of pieces can. As long as this scale, basically can not lose money.

Li Chengdong, a well-known electric analyst, believes that the cost of acquiring new users is higher now, while the route to stay is the economic route for Millet and Apple fans. With the aid of film and television program resources, Le Bee can reduce the cost of users, and with the help of the brand, Le Bee has formed a word-of-mouth effect.

Talent brand "Huan-type" case

Huanhuan This brand originated from the well-known host of Xie Na.

Huan-type name is "fashion" Hunan dialect pronunciation, has repeatedly appeared in the "Happy Camp" program. Later, Xie Na thought that the name is somewhat meaning, directly this has the Hunan dialect flavor pronunciation name for its commercial brand. And in the Lok Bee net launched the Huan-type T-shirt page, Xie na exudes temperament also give Huan type free, lively, direct, happy, positive brand connotation.

Before January 18, 2013, Xie na herself to find a team operation Huan type. After the operation of the Lok Bee Network team, in a short period of 3 months, Huanhuan sales growth quickly, the most hot one T-shirt sold more than 5,000. After the initial success, Le Bee homeopathy launched the spring and summer section of the "that small."

Huan-type Marketing director regulation told reporters, Huan-type crowd positioning is 85 after, after, all marketing is the Internet play, this is a more daring attempt.

Welcome fans boldly put forward their own views. Regulation told reporters: "Xie Na in Weibo has more than 30 million of fans, through interaction so that fans feel their participation in the" Huan-type "brand design, promotion. ”

"Play the fashion of the form so that fans feel very strong sense of participation and achievement, Huan-type this brand represents not only Xie Na, but fans themselves, is the group." "This interactivity is not what the fashion industry has previously given to people," regulation said.

If the previous fashion is "elegant dignified", then Huanhuan advocated fashion is free "my territory you decide", for example, the fans of Xie Na was wearing a red lip, a mole of a T-shirt called "Matchmaker T", later regulation and her colleagues on the basis of this production of a "matchmaker T". The T-shirt was launched, and the fans felt that the interaction with the people had achieved results.

In the Internet to promote the channel, Huanhuan choice and 360 cooperation, in 360 navigation, 360 electric merchants and other channels have cooperation opportunities. "Huan-type this brand is the Internet sentiment tide type, all market cooperation will be on the Internet." "Regulation said.

"Although there is no Huan-type of their own app, but the Le Bee app, did a lot of Huan-type promotion." "Le Bee Network market Vice President Xu Yanyan said that in the future, it is likely to launch the app to enhance interaction with users to enhance the brand's stickiness."

Static Jia 400 million growth record

Xie Na will huanhuan to the Le Bee to operate, due to the successful operation of Le bee new skin care brand-static good.

Static Good brand is well-known TV program host Li created a beautiful skin care brand, positioning in the light lady of young women, product prices are mid-range price. March 2008, the Lok Bee Network and static good brand at the same time online.

From 2008 ~2011 years, the Lok Bee Net annual sales growth of 300%, as of 2011, sales reached 1 billion yuan. 2012, sales doubled, reaching 1.89 billion yuan. Among them, including cosmetics jplus, health care products Jcare, as well as nearly 1000 brands composed of Static Jia own brand series, in 2012, sales accounted for the total sales of the 30%~35%, to 600 million yuan. In the own brand, cosmetics sales accounted for more than 60%~65%, health products accounted for 35%~40%.

By May 2012, Le Bee Network has a total of more than 9,000 products, its own brand-static Jia series of products have 350 variety. Now, brand-name products are updated every day. By April 2013, Le Bee's products expanded to more than 20,000.

For these achievements, Le Bee Network health care products and skincare business general manager Huaizhi said to reporters, "These years, static good do not bad, but compared with the International cosmetics brand, there is a long way to go." "2009, le Bee on-line more than a year later, Huaizhi from hundred homes came to Le Bee, began to be responsible for the operation of the static Jia own brand."

"At the beginning, most of the operation of static good brand is new people, most of the experience is not rich, the operation of the process of eating a lot of losses." "Huaizhi, for example, has just begun to encounter suppliers do not cooperate to provide fakes, consumers after the use of allergies and many other circumstances." Later, le Bee net will it gradually dissolve.

2012, Jcare health care products sales of nearly 200 million yuan. Huaizhi said that young women are the customer group of the Lok Bee Network, which should give people a sense of fashion, beauty and health. By such positioning, Jcare did not choose calcium iron Zinc Selenium, vitamin series, but from the collagen series began to sell.

And when the product positioning, find the right direction, the rest is the operation and promotion. And Huan-type marketing Practices Similar, static Jia also in micro-bo, micro-letter, website, community, film and television program operation and market promotion.

Lok Bee Network of the parent company is the Oriental popular group, including the "Super Visit", "Beautiful Beauty", "very quiet distance", "I love every Day", "Tonight Man" and other 9 major television programs, including media companies. And these TV shows, also in the national provincial satellite TV hit.

Previously, Wang Licheng, vice president of Le Bee, said in an interview that, beyond the talent, Le Bee has 40 TV programs, covering seven or eight satellite TV, more than 200 TV stations nationwide can be released. In these television programs, Huanhuan, Static, and Lok bee nets can be used for advertising, and in the content of the set up ads.

This unique resource to the Lok Bee network to obtain more low-cost exposure, in the high cost of marketing in the electric business industry to maintain a lot of "fodder." For example, the Lok Bee network can be called through the domestic professional beauty Tatsu, sharing clothing collocation, skin care, make-up skills. The use of television programs, can improve the popularity of people, not only to expand the influence of the program, but also to drive the sales of Le Bee.

At present, the entire Oriental popular staff reached more than 2000 people, including the electric business and film and television production staff. Compared with other electric dealers, the business in the Orient is more complex: there is a proprietary brand, is also a platform, there are group buying, there are community, there are electric dealers, there are media film and television. Business modules, the speed of each module is different, which means that things can only be step-by-step, each line of business to maintain a consistent pace.

"Although we are growing at a much faster pace than traditional industries," he said. But compared to the power companies, Le Bee is a steady company. Wang Licheng said, the Lok bee nets hope to go farther, the future, can create a billion-scale own skincare brand.

The economic trilogy of the talent

By the static Jia own brand, le Bee break out a different from other vertical cosmetics electric business road.

Le Bee network related personage tells reporter, Le Bee net sells other brand cosmetics gross margin is 15%~20%, and own brand's gross profit is in 60%~70%. From this data, we can estimate that the profitability of Le Bee net is higher than the average level of cosmetics electric quotient. At present, the Lok Bee net customer price is more than 300 yuan, such a customer unit price is also higher than the average customer price of cosmetics manufacturers.

From the quiet good, to Huanhuan, at present, the Lok Bee Network on the People's brand attempts mainly in the star Tatsu. However, in the division of Wang Licheng, the people are divided into three levels: first, such as Li, Xie na star Tatsu people, is intended to form their own appeal; second, such as small P, Melinda, Kevin and other beauty industry experts, these experts are often star Queen's make-up artist, in a certain subdivision of skin care field is very senior, Have their own fixed fan group; third, grassroots people, often active on the internet, in some women's community or micro-blog, have their own influence and million-level statistics fans.

Up to now, the Lok Bee Network has a total of 500 fashion talent. In 2013, the number of people in the Lok Bee network was expected to rise to 1000. At present, the Lok Bee network of the talent of the economy can form large-scale sales or star Tatsu people. For how to turn the expert talent and grassroots talent to the present, Le Bee network is trying.

For example, often appearing in "Beautiful Beauty" in "to create beautiful Magician" Xiao P, he has millions of of the type of card fans. So, le bee nets its positioning as "magic makeup hundred Princess", launched a 20~30 related products, a year's sales in 300 million yuan.

In addition to these two types of talent, the Lok Bee Network has more than tens of millions of people from the grassroots. To this end, the Lok Bee network launched a talent, so that these people can enjoy themselves to show, and to communicate with fans.

At present, the Lok Bee network users have more than 10 million, monthly active users of the proportion of 15%~20%. After Poly Zida, the "Bee to mark" community is used to stick users. This community can provide skin care beauty makeup information, trial report, Word-of-mouth evaluation, beauty makeup display and so on.

In the future, "bee to mark" will gradually become an open platform, can be all partners, cosmetics brand comments, sales, customer evaluation and other content to come in. And, can also try with beautiful say, Mushroom Street, Sina Weibo and other platforms to interact, to strengthen its sales.

"When the operation Matures, the Lok Bee network can also do more talent brands." Li Chengdong said that Le Bee network is trying to fine operation of many talent brands, such as muscle age, Jcode, JMIXP, IMJ, Heine and so on.

"Le Bee network positioning is the beauty of women solutions provider." "Wang Licheng said, from the quiet good to Huan-type, Lok bee nets focus on skin care make-up, health care food, clothing accessories and other" beautiful women "field, the future will be good at all the talent of the field subdivision, the introduction of different series.

Wang Licheng hope that the 2013-year sales can reach 4 billion yuan, including its own brand can account for half.