Revolutionary Beauty Lele

(This article is published in the March 2014 issue of the "Truth Furniture" magazine)

Red Star United States Kai Long car new chairman of the Board in the title of "Electric Quotient Trap Theory" in the speech, that the electric business is the life of leather shopping malls, leather home factory life, leather dealers life. Then he specifically mentioned the electrical business of the representative of the United States Lele, which also triggered a "plagiarism" of the storm.

Apparently, Chei the United States Lele as a traditional home of the revolutionaries.

The revolutionary pioneer of furniture industry

Beauty Lele story is almost a furniture industry ugly Duckling changed Phoenix's reprint. Only in less than 6 years, the United States Lele has become the furniture industry in the eyes of the new star.

However, the revolutionary of beauty Lele was initially unconscious. That is one or two program ape, try to open shop on Taobao. It happened again in Guangdong, thus choosing furniture.

The real revolutionary of US Lele began in 2011. This year, the United States and Le Le music occurred a few things, may be apart from the United States and lele outside the attention of no one, but later proved that these things may be the development of furniture industry may have an important impact.

This year, the United States Lele opened the first online experience shop in Chengdu. Perhaps even the United States Lele oneself also did not think, its offline experience shop not only become the main business model of music and music development, at the same time also created today by people to relish the development of home electric O2O mode. 2012, the United States Lele Total line of experience shop for 137, by the end of 2013, the United States Lele online experience shop reached 273.

This year, another thing for the United States and Lele is also very important, this is the United States Lele introduced venture capital (the exact time is the end of 2010), the formal use of modern Internet Business Standard operation mode, entered the high-speed development of the track.

The same year, the United States Lele also did a very brave thing, that is to leave Taobao and set up their own independent website. This website, also became later famous O2O mode on the midline of that O. Beauty Lele is what I know the Amoy brand after leaving Taobao to survive and have a greater development of the only. After leaving Taobao, Beauty Lele began to live out its history of the wonderful.

We can do this to synthesize the 2011 Le le music occurrence of these things: this year, the United States Lele use of capital, completed its home electric business O2O mode of the basic framework, laid its furniture industry in the development of the power of the leader status.

The status of the furniture industry revolutionaries.

O2O mode of Home electric dealer

At the end of 2012, I used the "line can not get down, offline," To sum up the embarrassing situation of the development of home electric business. However, in the overall development unfavorable situation, the United States Lele is a black horse, suddenly rushed out. It can be said that, before the end of 2013, the United States Lele may be the only in the development of home electric business model clear and go smoothly.

The fashionable words of a set of words, is the beauty Lele O2O mode is successful.

A simple summary of the O2O mode of Beauty Lele, is "online drainage, offline experience, sales and service." Beauty Lele O2O Business process is: Web site display information, when users come to the website browsing products, experience Shop Shopping guide staff will guide users to the offline experience shop to experience and purchase.

This is a new way of doing business, with a distinct revolutionary.

I use a set of numbers to illustrate the effectiveness of the O2O model. First, the online experience shop has more than 90% of customers from the online beauty Lele mall; second, the United States Lele online experience Shop is generally only 500 square meters, remote location, simple decoration, on-site display SKU may be less than 200, monthly sales can average up to 800,000; third, the United States Lele online experience Shop has joined, This means that the US Lele online experience shop is profitable.

The value of the O2O model not only shows the electronic business process of household goods sales, but also provides a practical and effective model for the future marketing business process and sales terminal reengineering of the whole industry.

Traditional home channels have luxurious showroom, large area, high rent, expensive, it is tall. But a big flaw is that the flow is not enough, not at the weekend shopping guide in the store to spend a day not to see a few customers door-to-door.

Beauty Lele's O2O model has changed all this: The experience shop is a remote location, so the rent is cheap, the store is not large, display goods are not many, but the virtual display of shopping malls supplemented; customers from the online, shopping guide in the shop with the customer network chat, answer the customer's Questions, guide customers to the store to personally experience; But the price and the traditional home channel compared to have a very large price advantage.

When the traditional home channel more and more for the user flow annoyance, the United States and Lele enjoy the online flow of growth dividend.

Accurate consumption flow entrance

And the traditional home channel "tall" compared to the beauty Lele online experience Shop is absolutely just cock silk. However, the advantage of the United States Lele is online, on the line shopping mall on the precise flow of furniture consumption control.

Most people think that electricity dealers sell things online. This view is absolutely wrong. In the article entitled "Home Electric Business Marketing Chain", this paper discusses the basic difference between home electric business and traditional home marketing, which is to provide the front sex shopping guide information, and to control the accurate flow of household consumption through the front purchase information.

At the same time, I pointed out: the competition for the accurate flow of household consumption will be the strategic commanding heights for the future competitions of home industry. From this perspective, we should understand the superiority and the revolutionary of the O2O model of the US Lele.

When some traditional channels think that they have incomparable advantages of the offline experience, they obviously ignore the internet's ability to control the precise flow of household consumption.

The United States Lele in the Internet to control the precise flow, showing an ultra strong ability. As long as users search for home-related vocabulary, you will find that the United States Lele always appear in the search returned to the first page, and then where there are beautiful Lele ads follow.

In the brand is not well-known, the network has not yet cloth, and the limited number of commodity SKU, the United States Lele has put the proportion of sales and advertising to do 10:1, in some of the area of the concentration of online shop even reached 20:1. And this promotion efficiency still has the very big promotion space.

Beauty Lele in the network to promote the efficiency of not only in the home industry is out of the name, is also the top of the Internet. 2013, Baidu has specialized in organizing its advertisers to visit the United States Lele, learning the United States Lele in the network to promote the experience.

If we put the beauty lele that more than 200 online experience shop and the traditional home channel comparison, it is easy to see beauty Lele competitive advantage. This is to the online furniture consumption precision flow control.

This is the home electric dealer to the traditional home channel the most revolutionary place.

Scale and efficiency

Of course, the American Lele Revolution is not only the control of accurate online consumption flow, but the resulting series of marketing actions and changes in results. And these changes are the traditional home marketing revolution.

First of all, as a result of the drainage on the wire as well as the virtual display of the online mall, the US Lele online experience Shop location can be more remote, the area is not too large, which enhances the United States Lele online Experience Shop operating efficiency. According to statistics, the United States Lele online experience shop floor effect around 14,000, while the traditional home channel of the ping effect of only 2-4 thousand;

The second is the scale efficiency resulting from centralized sales. The traditional home channel large-scale, needs many brands to fill, so directly lead to the spread of household commodity brands. Many brands, various types of goods, the sale of each item not only a small amount of time span, can not form an effective scale production.

But look at the sales of beauty Lele. A sofa can sell 38,000 pieces, and a bed can sell 18,000 sheets. There is such a sales, not only low procurement costs, but also because of the concentration of transport costs and loss of transport losses, but also further reduce the operating costs of goods.

The United States and lele by sea transport, logistics costs accounted for only 10% of the revenue, and the industry's average level of up to 20%.

Mei Lele does not have its own factory, the development of its supply chain has experienced the following stages: Initially, the purchase of ready-made furniture products with cash, and then small-scale OEM. In order to improve the production quality of the product, 2013 began to optimize the integration of OEM processing field, and the production of some products transferred to foreign countries. At the end of 2013, the United States and Lele began to work with domestic first-line brand cooperation OEM, and further enhance the beauty Lele merchandise quality and quality image.

Large data plays a vital role in the supply chain management of the US Lele. Because all sales are data records, the United States Lele can be based on past sales records to arrange production orders and logistics scheduling, and timely organization of sales promotions, so as to reduce the turnaround time and turnover cost of goods. It is understood that the United States Lele currently has 14 turnover warehouse, the average turnaround period of only 7 days. The Beauty Lele Experience Shop's merchandise display is decided according to the data analysis, and regularly through the promotion to remove the changed display goods, in order to set aside the space to display the new commodity.

In the United States Lele, large data analysis is no longer a trick, but a real efficiency.

What is the Internet revolution? The Internet revolution is to make full use of the Internet Information mechanism to improve the efficiency of enterprise's own operation. So, Beauty Lele is a revolutionary.

The new strategy of beauty Lele

In the past few years, the development of the United States Lele is amazing. 2011 out of Amoy less than 200 million, 2012 600 million, 2013 nearly 2 billion, each year to 300% of the rate of increase. This is an incredible growth rate in the traditional home industry.

However, the United States Lele also have their own troubles. If the current O2O mode of development, it is difficult to break through the number of goods caused by low flow rate of conversion, at the same time in a large scale to continue to maintain high growth rate also has certain difficulties. Another point is perhaps the most important, that is how to get rid of the brand of the United States and Leo brands to become the mainstream brand image.

This means that the United States Lele again to revolution. But the object of the revolution was the enviable business model.

At the end of 2013, the United States Lele announced the "Open the Big shop" development strategy. It is understood that the United States Lele plan in the next 3 years to open 300 5,000 to 10,000 square meters of the big shops, of which in 2014 opened 50. The first big store in Chengdu, is expected to trial April.

Beauty Lele "Open a big shop" strategy of one of the most fundamental characteristics, is the introduction of domestic and foreign first-line home brand, to create an online online integration of home electric business stores. Beauty Lele also from an electric business with brand sublimation for a home electric business platform brand.

New "Open big shop" strategy, will continue the original O2O mode, still is the line of drainage to the online entity shop experience and sales, but because there are more front-line brands, more household goods to choose, so the conversion rate of online traffic will increase significantly.

More importantly, as a first-line brand to join, the United States Lele has been from the cock Silk Amoy brand Gorgeous turn, will become the mainstream home consumer brands. For the household industry, this means that the traditional and electric dealers in the mainstream consumer market for the first time, this means that the United States Lele to the home mainstream consumer market revolution began.

Tang people, home electric business practitioners and explorers, focused on the traditional household enterprises in the development of electric business strategy and implementation. More articles, please Baidu "Chinatown home Electric Dealer."