Lok Bee Network: 1/4 Sales of talent

E-commerce in the experience of Low-cost, Rob Sourcing, smashing ads and building warehouses, media and community trend is accelerating the extension, "civilian star talent" began to come out, want to set off a new round of fan effect.

Reporter from the 5 anniversary of the event to see, a group of "civilian" fashion Tatsu people, after professional packaging after the debut, although not a star model, but a dozen lights, pose a pendulum, the film is also quite fan. These talent in the Lok Bee online have their own page space, can show makeup, write micro-blog, drying orders for fans to learn from.

Le Bee Network CEO Wang Licheng told reporters, le bee nets to use the talent in the fan group of influence, the development of peripheral products, drive the consumption of fans, deep excavation of the economic effects of the star.

1/4 sales of the talent economy

E-commerce website "Advertising-traffic-conversion sales" model has been followed for many years. But now, the flow of more and more expensive, many companies accounted for more than 20% of the cost of the market.

"Le Bee net marketing cost compression in 5%, this is the great contribution of the talent model." "Le Bee NET CEO Wang Licheng said, the traffic can buy, but the user Word-of-mouth can't buy."

"Talent Mode" is actually to build a platform for users, when each user has become a commodity display shelves, to help them amplify the sound is equal to have a large number of communication channels and shopping assistants. In this sense, Jingdong Mall has long been for users to create a discussion area, so that buyers bask in their shopping list and experience, mutual reference; where the customer prudential products are set "where the guest of talent" zone, so that the people become a new release of the node; Le Bee network of the enemy gathers beauty excellent products in the navigation bar to open up a channel entrance-beauty makeup reputation.

However, from the "up to the community" to "the talent of the economy", although only two words changed, but not so simple to do. The difficulty is that the "People's community" maneuver space is small, the electric business platform for users to provide page settings and function expansion are very limited, it is difficult to achieve through users to affect users, thus leading consumption.

And Le Bee network to provide data shows that at present, Lok Bee Network signed the number of fashion up to more than 500 people. From 2008 ~2011 year, the Lok Bee net grows 300% annual sales. 2012, sales continued to soar to 1.89 billion yuan, of which, the overall sales of its own brand amounted to 400 million yuan, equivalent to One-fourth of the sales contribution from the talent of the economy.

Develop brands for different talent

How to play to convey people's economy? At the beginning, the operation mode of the Lok Bee Network is to give the own brand cosmetics for free to some stars, these stars used, have to get micro bo up to bask. Since then, the Lok Bee Network to lock a group of star targets, according to the characteristics of stars, for the star talent tailored related products, long-term cooperation. "For example, we do our own beautiful classroom, the signing of the talent to make 3 minutes of small films, and constantly tell you some to acne, to pregnancy and other solutions." "Wang Licheng Frankly, le Bee net This information provides already with" Product sale Business "Association very little, but the user relations organization is good, at any time grasps the user demand and provides the care, the effect is remarkable. "Although the user is migrating among the major electric dealers, the user conversion rate of Le Bee is as high as 50% and can be maintained for a long time." ”

There are a lot of value points that can be mined. April 16, Xie na "Huan type" brand spring and summer new "that small" in the Lok Bee online line 4 days booking volume up to thousands of pieces. It is also a sample of the economic effects of the deep excavation star of the Lok Bee Network: In response to the different characteristics of different people and the people represented, Le Bee Network has developed their own products and brands.

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

Low cost exposure province "fodder"

It is time to bid farewell to the robin period with low price and good supply. "At present, the total amount of Chinese cosmetics a year of retail sales of about 180 billion yuan, only more than 30 billion of them are local brands, meaning that 80%-85% of the share is occupied by foreign brands, if foreign cosmetics manufacturers to produce a product cost is 30 yuan, sold to the channel is about 300 yuan, channel operators only about 10% of the gross margin. Wang Licheng to reporters frankly, do cosmetics agent brand is difficult to profit, even if the profit will soon be chased. "I think everyone is betting that competitors will have a good profit if they dump themselves," he says. ”

To be a brand is a strategy, but it is a tactical problem that is 100 times times more complex than strategy. The changing trend of consumption, foreign cosmetics big brand is a high percentage of the market, is largely because they hit the TV ads, star endorsement, with high visibility.

In the face of these, "Le Bee has 40 TV programs, covering seven or eight satellite TV, more than 200 TV stations nationwide can be released." These television programs, Huanhuan, static, such as Lok Bee Network of the talent of the brand can be pasted ads, and in the content of the set up ads. "Wang Licheng said, Lok Bee Network's parent company is the Oriental Popular group, in the media film and television has a unique resource, which makes the Lok Bee network to obtain more low-cost exposure, in the high cost of marketing in the electric business industry to save a lot of" fodder. "

[Data] Lok Bee network signing up to more than 500

And Le Bee network to provide data shows that at present, Lok Bee Network signed the number of fashion up to more than 500 people. From 2008 ~2011 year, the Lok Bee net grows 300% annual sales. 2012, sales continued to soar to 18 900 million yuan, of which the overall sales of its own brand amounted to 400 million yuan, the equivalent of One-fourth of the sales contribution from the talent of the economy.