Li copy li: How far can the electric quotient "layman" go?

From the channel brand to its own brand, Li and her Le Bees did the earliest and did the best, but they were far from successful. How far can this "layman" in the electric business industry go?

At the end of December 2012, just past the end of the year, the coldest time in the north, we saw Li in our office in the east. To match our commercial magazine, she wore a white uniform for spring and autumn, and as soon as the photo was finished, she quickly wrapped it in a thick woolen shawl. Li the electric business of the cold winter also have the personal feeling?

The life of the electric dealer is not a day is not two days, the investment sector once talked about the color change of electricity quotient, have the media to several electric business enterprise already sentenced to death, on the countdown. Lok Bee Network in the vertical electric business is also not spared, with Taobao, Jingdong, when several platform-type electric Trader's card-game end, leaving the vertical electric business to manoeuvre more small, there are some people throw "vertical electric quotient has died" bomb sex speech.

The host of the Li is very reluctant to use the system of electricity merchants thinking about these problems, but she has not been able to avoid the survival of the Lok Bee network environment. Even if it is not possible to quickly solve the ultimate proposition of the profitability of the electric business, how to be in the naked hand-to-hand combat with peers Enron from the place, to avoid being squeezed by a large platform, is also imperative.

"I first consider my own rules of existence, and then think about what the living space is." Just like when we talked about the way out of the private film and television production company. What do you think about that? You just want these two three programs good, good there is a way out, bad you are the state-owned companies also have no. Li told the state of entrepreneurship.

Li's survival rule refers to its own brand. In other words, the Lok Bee network as a cosmetics company, sell other people's brand, but also sell their own built brand. In addition to the Lok Bee Network, poly-Mei excellent products, every day nets, know that I drug makeup and other channels in the attempt to do their own brand, the purpose is only one, hoping to take this comeback.

Le Bee Network is the first of several companies to do their own brand, can be said to be relatively mature. Li to do its own brand path is based on each star or cosmetics field of professional characteristics, to create their own cosmetics brand. Jplus the corresponding is Li, Jmixp and Jlynn for cosmetics talent small p and Melinda customization, the latter is called the talent brand.

But Li didn't feel full of security. "Owning a brand is risky, is it going to compete with L ' Oreal?" to compete with Procter and Gamble? This is very weak. ”

N a Li

Some time ago, Li in Taobao spent 28 pieces to buy a decorative glasses, she felt very good-looking, easily sent to the microblog, the result of that shop suddenly fire. It's not surprising, it seems to be understandable. Because of her special status, the recommended stuff is always something that fans are willing to believe and follow. This is the logic of the music Bee network to do its own brand.

The first product of static good is essential oil. Because Li himself likes to do spa, imported from Britain and France, the essential oil, after Li-style packaging, she got her own program "Beautiful Beauty" (the program has been doing for two years), in the "Magic Oil class" in the use of their own experience and feelings. In the memory of the CEO of Wang Licheng, almost no promotion fee, the product sold up.

"We are not the same as the previous cosmetics, such as the appropriate herbal medicine, Lancome and so is the brand slowly bigger after the spokesperson." "Li's approach is to sign up to two professionals in the field of cosmetics, Xiao P and Melinda, for their characteristics, respectively, the introduction of make-up care jmixp and sensitive skin Jlynn. Not at first, but the brand is gradually accepted by the market by offering a magical school in the program and imparting beautiful ideas. Le Bee network set up the Talent brand Operation Center, by Li personally responsible. This year, there will be 3 new cosmetics brands, as well as the Huan-Xie.

Last September, Li and "Happy Camp" host Xie na eat, Xie na chat to their own clothing brand Huan type is not very good, ask Li how to do, two people almost simultaneously mention Li can try to operate. The second meeting, Xie na with red chapter came to Li office: "Quiet sister, seal it." This January, Huan-type after repositioning and packaging, in the Lok Bee Network officially online.

In fact, Li is copying the logic of his success. "I have done so much by myself that there are some factors that can be distilled," he said. Why can we not in the brand of Xie Na, the gofer of the ego, into clothing apparel or other products?

The question is, can li be replicated?

"First of all, we have to put the Li, how the brand is formed, the product is how to develop, the back-end industrial chain is how to manage, how to sell, form a set of relatively complete logic, take this set of logic to copy to each person is good." In addition to each brand's tone and bearing the imagination of different, the process can actually be replicated. "Wang Licheng said.

In the Oriental popular media company deputy general manager of Summer Sun, Li is 13 years "Super visit" This file full of positive Energy program host, in the circle of good reputation, popular, users think Li can be trusted. So she is in for the talent brand to do credit endorsement. So Li took an ad and said, "You believe me, I believe them." ”

Li Trust them is very important one reason is that these people are basically the domestic cosmetics field of the Asian judges, the cosmetics are very understanding, can grasp the needs of consumers, fashion trends and product quality. The drawback is that they don't know how to run a brand.

In fact, in the decision to help the Huan Xie-type operation, there is no such team, or can do a particularly good, Li is not very bottom. The only thing she can be sure of is that the artists and the talent she talked to have the will to launch their own brands and products. "They especially believe me, I'm not a very easy person to say yes." And everyone is an entertainer, she knows I know how to protect them. ”

It was not until she let go of his hands and feet that she realized that the threshold was high. "First of all, you have to have a common language with the artist, the artist to believe you." Second, we have to choose to have a say in a certain field, even imaginative, like to ponder these things talent. ”

This is not a problem that electric traders can solve, a bit like the concept of a big broker, need a number of complex talents. "In fact, this is similar to the record system, is to find you, feel what you can sing, and then find NR to make you music, and then to promote marketing." It happens that we have a brokerage firm, Maggie (Li's agent) who are all making big shots. and to work with each artist, not you to use her, but to help her to achieve another self. Li says she wants to help stars and talent brands focus and refine the kernel.

The first category of

Huan type has 50, after reading, Li cut off 10. All products should be around Xie na unconstrained, laugh style, so Huan-style costumes to reflect this attitude. To know, Xie Na in Sina Weibo fans have 27 million, and Xie na I very clear, they are some rebellious cock silk: "Static elder sister, you do not need to analyze, my Weibo fans are cock Silk, your fans are undergraduate or above." ”

In the Li-style thinking, le Bee network will no longer be a simple online channel, but evolved into a brand operating company, a platform. Category is not limited to cosmetics, but also including apparel and other female fashion supplies. However, le Bee Network expansion category has its own logic, according to have contracted to achieve the characteristics of people, the introduction of the corresponding products; "Xie's fans are willing to come to Le Bee to buy something, this is really meaningful things, we also created the next self of Xie Na." But this ability may not be today, it is the last ten years I in this circle of trust and accumulation. ”

This is also the Li in the future the greatest asset and value of the Bee network: "I encourage artists to do their own brand, to help them focus on the product, on the other hand in the play bee on the start." After doing well I will bring some talent brand, to a larger platform for sales, because this brand is our company. I believe they should give me a good position, I am not a vulnerable group. If I had 10 artists, both in the capital market and in the field of electrical business, we are irreplaceable. ”

In the capital investment person, former Dangdang coo Huang Jo view, le Bee net from static Jia a own brand to reach the talent brand, this path is right. First of all, the category of private brands can not be infinitely widened, not all cosmetics are suitable for own brand to do; second, when the channel reaches a certain scale, it is bound to want to maximize the value of the channel, so this time through the Lok Bee network to the talent of the brand to transport potential users is understandable; third, the people's brand done well, Between brand names and white cards (quality, only basic packaging, no brand name), the market imagination space is large enough.

2008 Le Bee online line, 2010 launched its own brand. Li wants to find his own expertise to deal with the brutal price war. "In retrospect, it was right to have a brand-name strategy. ”

The best way out

Online channel to do a brand some love must have. Eric data shows that 2011 China's cosmetics online shopping scale is 37.26 billion yuan, in the overall proportion of the net purchase of 4.86% (Eric said that the ratio has stabilized in the past two years, so 2012 years of data is not quite the difference). In other words, a large number of cosmetics consumption behavior is done online.

This stems from the reluctance of many big brands to net. Through the low discount of the electric dealers not only damage to the brand, the offline market is also a fatal impact. Therefore, large brands are unwilling or small supply to the line, and has been attributed to the rapid elimination of cosmetics but often need to supplement the goods. Supply imbalance led to the early cosmetics industry in the field of goods, parallel imports, fakes rampant, known as the "Original Sin."

This is only one aspect. Cosmetics This category is very special, some people jokingly cosmetics production costs can be negligible, the increase rate of more than 10 times times. Brand promotion and channel costs in cosmetics prices accounted for, indeed has been high, so the brand to channel and price control than other goods more stringent, desire is more intense. This leads to cosmetic online channel pricing power is weak, the profit is not guaranteed. According to the market, Deputy cosmetics brand's gross margin between 10% to 20%.

By contrast, its own brand's gross margin is much higher, products, prices more independent control, and for the traditional channels contributed to the vast majority of profits. The Hong Kong cosmetics listed company Rosa Group sales in the past two years of 4 billion or 5 billion Hong Kong dollars, private brand sales accounted for about 40% of the overall, of which the private brand's gross margin of about 70%. Watson's own brand also accounts for nearly half of total sales. Interest-driven enough to get the online channel to do it.

"To do any industry, continue to deepen the upstream supply chain, to be able to obtain additional profits." Li from the beginning to the end of the dream is not to do the site, but to do a brand. Two years ago we are doing some basic work, LDTX team, server, website development and so on. "Wang Licheng said.

If the timing is taken into account, it is not a risk for cosmetics to make their own brands. Taobao, for female users to do their own brands most of the category, in addition to clothing is cosmetics. Liv, Royal Mud Square, such as a large number of Amoy brand was born, get investment do not say, sales Word-of-mouth have data to speak. Because the gene of the internet has greatly accelerated the breeding and maturation of the brand (of course, as the other side of the coin, also makes the brand can quickly die out), can be quickly promoted with relatively cheap cost. If I go to l ' oreal, Procter and Gamble, such as the old road, need not only to let the entrepreneur unbearable financial resources, but also need time and energy to slowly cultivate the brand.

As for product quality, daily Network founder Ching said: "As long as the control of good production, the quality of their own brands no problem." "It is based on the fact that domestic cosmetics brands and some of the world's most famous production are done in the domestic generation factories." There is a point, the same product, its own brand will pursue the same quality as the big name, even higher requirements.

It is said that the general brand to find a substitute factory, the other party's opening line is "This thing you are prepared to sell how much money." If the final price is set at 100 yuan, the other party will politely suggest that you control the production costs within 15 yuan. Brand dealers are then distributed according to the channel and the cost of promotion. In short, consumers want to take this product to hand, need to pay 100 yuan.

"I do own brand and OEM factory said the most words is, you do not help me to consider how much the cost of money, the quality of products is the key." A mask I know a big brand cost is a few cents, I am it four or five times times; it sells more than 10 dollars, I only sell 7 yuan. But I saved a lot of advertising and celebrity endorsement costs, already have a high margin. "I know the founder of the drug makeup Suhai said that his own brand is a principle, product quality to the best." He made a mask, called "Jessica's Trip", sold more than 1 million pieces in half a year.

"But," he pursued, "if the product is of poor quality, nothing can be achieved." The product quality is not good, does not invite the star endorsement, also does not have the television advertisement, then you this product how sells?

Of course, for online channel providers, the biggest advantage is that they have accumulated a number of significant users. If specifically for this part of the population customization of several products, the promotion cost is lower, conversion rate is higher. This is almost the founder of the gene, the Li personal brand value into business, the media and retail integration. Jplus is a li of cosmetics, in other words, most likely to buy it is through the program like the Li part of the people. This part of the people in the Internet language called "fans."

"In these sense, it is not a problem for electric dealers to make cosmetic brands through the Internet," he said. It can also be said that from the current situation of the electric business industry, to do their own brand is their best way out. "Huang Jo said," The customer loyalty of its own brand is higher, the gross margin is higher, the right to speak, pricing power is relatively large. And in the channel often has accumulated a lot of users, can deep in this piece. ”

Ching's point of view is: "Our own brand is a very important part of our vertical platform to survive." "At present, every day net own brand only one, but Ching feel," is not too late.

"Can I stay?"

Li knows that many of the business-to-consumer platforms are dabbling in their own brands, and "their approach may be to do something that produces high margins rather than the brand." We want to make it a brand and become the company's biggest asset. "This is the most important thing for her in the 2013," she said.

"We have to do our own personality, fun, sunshine, fun, and not expensive, can be frequently bought and formed loyalty." We do not want a box of mask 800 dollars, 60 dollars is very good. But is the 60-dollar mask really worse than the 800? Mask to put it on the face, half an hour after the pull down is still wet, and then use the mask to rub a hand, this is their inner needs, we should give them this joy. "Wang Licheng said.

But Li is not an electric businessman, "a lot of things I don't understand." So, when it comes to doing the music bee net and own brand, she is different from most founders, bringing out a leader and bringing out a brigadier. Around her, more is airborne. She is more like a war commander, playing the art of deploy.

"The general entrepreneurial team is the founder is very strong, in the founder of the Music Bee network and the process of the course I became not very strong, it became constantly to put these people together, so that everyone go constantly to throw things, and then I do this judgment." "Li said," Can not say that I took the board are right, there must be mistakes, or there are some detours, but I am definitely not a person who dare not to make a decision. ”

She worked with her for years. Summer sun evaluation Li, learning ability is very strong. That year, do the music bee nets, don't say business, even an electric dealer website should be equipped with what kind of people, Li are ignorant. Together they visited various businesses and humbly consulted. Li even threw aside the fashion magazines used for entertainment on airplanes and bought a bunch of business magazines at the airport. This leads to the company to master outside information is the fastest li. No matter what happened in the domestic and foreign electric shopping circles, for example, which website used the technology of the fitting room, which website app characteristic is what, is her first time to share to everybody. "This may be the character of the media. ”

In Huang Jo's view, the biggest advantage of the Lok Bee Network is the founder Li media characteristics and resources. This resource for the electrical business is significant, direct exchange into the renminbi is not too much, this is a lot of electricity dealers.

Do own brand there are two ways to go, one is to avoid the mainstream of major products, to do oil, such as facial mask products; The second is to follow, the big names sell well, then do what. The first step in the general promotion method is to follow the user to buy the big products to send the trial outfit, then do the brand's promotional activities, to attract passenger flow at a low price, to establish a certain degree of brand awareness, in the days of cats, Taobao some prominent position pushed hard wide, and then inevitably to ask the star endorsement, in the traditional media to advertise. Of course, this is not a small amount of money.

Suhai thought of a way: a box printed "Know My Medicine makeup", the quality of cotton at first to 9.9 yuan of low price dumping, conveniently also donated 10 Yuan cash coupons. Later, when the user orders the default free to the user. There's only one. "This box of makeup cotton is on your dresser for at least one months." A user of the internet is very expensive, then I think of it as the media, all send you, nothing but a few dollars. ”

Huang Jo help us to calculate the account. Cosmetics consumer unit prices are generally around 200 yuan, if a user in this repeat consumption of 4 to 5 times a year, the amount of consumption is 800 to 1000 block. If the gross margin of cosmetics is about 20% (compared to other commodities, cosmetics gross margin is very high, 3C products only about 5% of the gross margin), the user's contribution to the gross margin of up to 200. Excluding freight, website operating fees and other costs, a few left. The question is, how does this user get it? Even with conservative estimates, the cost of getting the user would require at least 100 dollars.

"According to the current margin structure of the electric dealer, customer purchase frequency, the cost of acquiring users is unbearable burden." Huang Jo said the cost is the biggest one for the electricity dealers at the moment. On the contrary, the Lok Bee network through the media with a low cost accumulated a large number of users, and once the purchase, users will be the brand to establish a certain degree of loyalty.

"Li is an entrance, giving her spirit to the product and brand." When you get a product, the feeling is to get the Li products, is her tone, her attitude. Many cosmetics international brand names are used, bearing is their connotation. "Wang Licheng said. It has been calculated that Le bees save at least tens of millions of yuan of promotional costs.

The beginning of the creation of the Lok Bee Network, we sat together to discuss what a good selling point. Summer Sun proposed: "You'd better ask" beautiful woman "director. Because each issue will be implanted in some products, today, the audience likes not, tomorrow morning's ratings on the director's desk. "This cross-border integration helps Le Bee to master consumer demand."

Undeniably, all through the "beautiful beauty" recommended products, applauded and hit. "Foreign similar programs are so, the basic is today's TV push, tomorrow to break the goods." "But television is not the master key, the summer sun knows its dangers," This kind of program does not make it become the TV shopping. ”

And for the Lok Bee Network, there is no completely discard channels, completely embrace the brand, but also released a variety of signals to the brand operating platform, this kind of standing on the seesaw at both ends of the situation for the company's long-term development is also a major challenge. "The last thing a company has to do is to find out whether your butt is sitting on a channel or sitting on its own brand, both of them, but it has to have a primary and secondary role, which is a practice," he said. "Huang Jo said.

The commercial proposition before Li is more than that. "I signed a bunch of people and everyone looked at me and wondered when she was going to be red, which was a pressure," she said. So in the middle of a period of time will be tired feeling, because indeed very hard. But in this industry, I feel quite proud of. I do not have that completely lose mentality, with who face to how, or desperately, blame others, I never. ”

Li is a very strong self-regulating person, in the eyes of the people around her, she is always so energetic, cheerful, like a "second sister." "So, sometimes I'm like a hunter, I see a good prey to jump on, this may be a thing in my bones." It is a feeling to complain every time, but to see a good opportunity becomes another state. Now I accept this kind of life. I would also like to think, if I do not do anything now, I can stay, I am willing to insipid or would like to stay at home? I don't think I'm that kind of person at all. ”

Li Entrepreneurial Experience

In many occasions Li are complaining, because the chance to understand the Sequoia Capital founder partner Shen and be fooled up entrepreneurship, do le bee nets, do own brand. What was Li thinking after the "pirate" of entrepreneurship?

The middle section of course will have a very tired feeling, because indeed very hard, the biggest pain is changed my lifestyle. All the schedule becomes very busy, sometimes a little breathless, at that time the mood will be bad, will feel why to choose to give yourself so much responsibility?

In fact, I have regretted that for one or two days I feel so depressed. I was particularly envious of why all the stars were earning hundreds of thousands of at that point. The company has been doing this for a long time, and those who have not stood still have high profits and I don't understand what this industry means.

I have a very strong ability to adjust, do not need to talk about anything. Because I am a host, in fact, very strong inside. There are a lot of strangers, you have to enter the communication with each other quickly, that is my life is a kind of ability.

I talk with my husband more, he engaged in rock and roll, art and literature, is a literary youth. He taught me a lot, such as doing everything, do the best, and then always work with first-class people. I have a particularly strange idea, my husband's first support, and he particularly likes me to toss around, because he is quiet also don't like to talk, I at home he too noisy.

Domestic Main cosmetics Platform

Le Bee Net

Founder: Li

Establishment Date: August 2008

Financing: 2007 Sequoia Capital of millions of U.S. dollars, 2012 CICC Joint Broadband Fund investment 40 million U.S. dollars

Own brand: Jplus, Jmixp,jlynn, Huan-type, etc.

Poly-Mei Excellent products

Founder: Chen Au

Establishment Date: March 2010

Financing: Xiaoping Angel Investment, 2011 a round to get Sequoia capital of tens of millions of dollars

Own Brand: being launched

Every day net

Founder: Ching

Establishment Date: 1999

Financing: 2011 Soft Silver Race rich investment tens of millions of U.S. dollars

Own Brand: being launched

Know my makeup.

Founder: Suhai

Establishment Date: November 2011

Financing situation: Baidu joint IDG capital investment near tens of millions of dollars

Own brand: Jessica's Travel, nude etc 7