Sequoia Bureau: Le Bee, only product will, poly beauty are "door"

Valentine's Day and Lantern Festival, the Le Bee and the only products in the Ritz-Carlton, Hong Kong announced 112.5 million U.S. dollars to join the Lok Bee Net 75% stake, to become the largest single shareholder; At the same time, Poly-Mei excellent products to the United States IPO, ready to raise 600 million U.S. dollars, Chen Au on the same day in the microblog said, "The war is over, Victory, just a new departure." "The three most promising vertical electric dealers in China have successfully converted to the Taiji of the hand-pushing redwoods," he said.

As an old music bee, the result is somewhat unacceptable in any way. But from the brick Dayu decided to leave the Le Bee that day began, foresee this is inevitable. This is not schadenfreude, but inevitable, I said is "inevitable."

Le Bee lost to herself

Le Bee network from the birth of the beginning of the 2008 there is a problem, what is the location of Lok Bee Network? This is a few of the things that are easy to copy, from the cosmetics franchise shop to the Chinese women to provide a beautiful solution, to not live. In fact, le Bee never figure out what to do. And as the business chain expands more and more, the first is the media company business, followed by the Lok Bee Network, and then the system a huge independent brand (9 brands).

This is not really a brand positioning problem, but a strategic issue. What is the business model of the Oriental Fashion group? From imitating Martha to imitating Payeasy, to imitating L ' oreal, p&g, every copycat has fallen in the process of being imitated by the music bee nets, and then the Le Bee net again determines the new imitation object. This is the biggest mistake. In the view of Dayu, strategy is unique, endogenous and naturally grown. The outside seems to imitate the object of loss let Le bee nets lost the benchmark, in fact, the internal strategic capacity is insufficient.

Secondly, because of the business model and the strategy is not clear, so that the vast oriental popular system media companies, Lok Bee nets, independent brands fight each other, communication costs are very high, this is a brick dayu deep its pain place. In fact, companies only need to make decisions, do not need to discuss, and we are in endless discussions. Of course, the middle is more unavoidable cultural conflicts, such as: media companies and retail people (Lok Bee Network), the independent brand of people, in fact, is not a class of talent, the media program production needs of creative talent, Lok bee nets need internet talent, independent brands need professional cosmetics talent.

Thirdly, the management decision system is ineffective. Between the three-plate business, the Butt decides the head, the butt sits in the bee net, the self-service brand or the media company, the same question is inconsistent, because the position is different. In fact, if you operate in a self-organizing form, then just let each section naturally survive, hit to a certain degree natural survival of the fittest, but Le Bee's executive decision just in his organization and management and self-organization between management Swing: not decision-making practice is not thorough, slow decision-making is very common, or simply wrong decision to stifle the signs of self-organization innovation. Of course, managers do not think that everyone's beginner is good, but this does not change the status of the wrong decision. Know that we are not in the "house" with ourselves, but in and outside the Tigers and wolves in the race, to survive.

It is based on this, tile Dayu Judge Le Bee is a must defeat, because the internet needs speed, need innovation and experience, Lok Bee Network in the external competitiveness of the last is not enough. But even so, the board brick Dayu still think the Lok Bee Network's talent is one of the most competitive business model, but this needs to be reconstructed, for the Le Bee, being the only goods will be a stake is not a relief, especially for Li himself.

What kind of cake will be divided?

Only product will CEO Shenya in the internal Mail said, only product will and Le Bee network announced today to reach a "marriage"-only product will be a strategic stake in Le Bee 75% of the shares. In the future, the only product will play its own in the apparel shoe bag in the field of leading position, and combined with Lok Bee network in the past five years in the U.S. makeup market won the leading position, together to create China's largest fashion shopping platform.

This is a more realistic statement, but this expression can not express the true intentions of the only product. In the field of apparel footwear women's market, the only product will be leading, and the Lok Bee network leading cosmetics. This seemingly perfect pair of investment behind, on the one hand is the only product will pick up a big cheap, directly supplemented the category, to know in the electric business, insiders is the difference between categories. On the other hand, the model of the only product will lack the core competitiveness of the real data age, namely: the sale of this cheap mode will gradually fail, the real effective will be based on the independent talent of innovative goods sold.

In other words: the mature special selling experience that the only product will accumulate, the future of the talent brand will be a single product of the way of rapid innovation, a single product to break through the way, and then get more consumer attention, favor, if the brand operation is successful, it will bring fans highly sought after, like Lei Millet. This is the true purpose of the only product.

To the future trend, suitable for the people of the mode of sales structure is special selling, group buying and the sale of pre-sale, group buying has died, the public raised not Hing, special selling center-this is the only product will. In fact, the special-sale model is not sustainable, because the mobile internet, consumers will gradually no longer value the cheap, and the pursuit of customization and value experience. And the talent of the brand is just the custom mode to play the potential, coupled with sales mode, this is the only product in the electronic commerce from the PC to the data age cloud business, but also the current mobile E-commerce changes must be, only the product will also be self-help, but to save themselves very smart.

As for the only product will have the opportunity to eat the oriental popularity of its own brand, it depends on time verification, because it is the last base of Li, but also Shenya most value the "pure lean meat." This is the biggest "sparrow tail" Tai chi moves. Say it later.

Chen Augin's end of battle?

Only goods will buy shares, le Bee transfer control, poly-Mei Chen Owibo announced the end of the battle and new start. From the view of the Dayu of the brick, Chen Au battle not only not end, but in the "rotten Mire", Chen Au a little bit of the pattern-he jiangle Bee as a competitor, in fact, his competitors are e-commerce industry changes, the vast number of Ali in the data era when the arrival of self-help, he talks about landing?!

First of all, PC-side E-commerce in the past only completed a process of commodity data, in other words, standing in the future data era overlooking the current, people will find that E-commerce is just a commodity data tool. And the main sales of Poly-Mei excellent products on the PC-side group purchase. The mobile internet is just an entry-level concept, and coping with mobile Internet is the first quagmire of Chen Au, and Chen Au how to deal with it.

Secondly, from the sales structure of the United States excellent products, the proportion of independent brands, weak profitability, which will let the financial statements after the listing is difficult to see. Although at present they are very smart to make a decision, will be a large number of independent brand merchandise sold in group buying, these products to plagiarism, imitation of the homogeneity of the main, and no innovation. and future products must rely on innovation, this is not a day of work. After acquiring capital, it is estimated that Chen Au will devote a lot of financial resources to build up the product innovation system. Hippos are clearly not candidates. This will be the double change of personnel and innovation, which is the second quagmire.

Its third, even if the front two mire, Chen Au all across. Then micro-credit and micro-bo cloud electricity business will start in 2014, in fact, MA's micro-letter to survive the road must acquire the power of the brand to become its backstage, just as the Bo Yun will be Sina Weibo as Taobao's cloud electric front desk. If not expected, poly-Mei, and even jingdong such big guys are likely to be Ma Teng purchase, or micro-letter difficult to counter Sina Weibo Taobao, between the days of the cat. Chen Au will also face. In other words: If you can make it to MA, it might also be a good landing.

The "Great diversion" of Sequoia

Sequoia as the only product, Ju Mei and Lok Bee net investors, is the most profitable three-act transactions. Sina News speculated that Sequoia is behind the scenes. There is no need to speculate, but to deduce. Only products will be integrated into the future of the brand cloud electric business, the need for Lok Bee Network, poly-United States independent listing, Lok Bee Network Independent brands separate subsidiaries operate independently. For any company, not only to retain the fire, but also to integrate the way out. Only product will be obvious, will be in the field of female electric business to become the first place, Le Bee system's own brand is the core competitiveness, this is Li only rely on the United States will be sent to the market, to obtain the current income. A real gain, two hands. The great diversion of this universe is indeed a beautiful handwriting.

Behind this big diversion can also see the redwood's mentality, namely: they will let the only product will integrate the Lok bee after the system and the independent brand of Lok Bee rely on each other, both developed well, they are independent, continue to support the large plate, which may be the birth of women's largest electric business platform; If Le Bee's own brand industry is not developing well, The only product will continue to take the goods. This is another big layout.

For the United States, the reality of the listing of the interests of the Sequoia solution in the first, as for the foundation of the thinnest child after the listing of how to do, anyway, micro-letter acquisition is also the way to gather beauty-for Sequoia, Poly-Mei is now must be shot hot potato, do not hit the face of decline, it is difficult to sell. This and Jingdong emergency IPO is the same reason, because the concept of electricity has passed, 2014 years after the microblogging Taobao and micro-letter battlefield, the others are spectators. For this layout, we can only give an exclamation point, except for him. From this perspective, the real winners are sequoia. They manipulate the Le Bee, the only product will and the United States to form a Bureau, like a symphony, is currently just "door."

Li a broken wrist or a crushing defeat?

As the media reported these days, "Li is a little lonely"-that's just outside observation. Although to Li oneself some understanding, brick Dayu also do not do mentality speculation, be regarded as respect to former club. But if I were a Li, I might be happy--because she had a chance to give back to her old employees, who had a deep feeling of affection.

For Li, have you ever tried, a thin body to pick 500 pounds of the burden of feeling? Now unloaded 400 kg, the remaining 100 kg can bear, and the 100 kg of goods can sell out, or she is good at-this is the independent brand.

From the point of view of tile Dayu, the core of Le Bee NET, independent brand and media company is the independent brand, which is in line with the future talent innovation trend. As I see it, this is a move to break the wrist, not to give up. Thereafter the Le Bee Independent brand will be able to easily on the road, as to how the Jedi counterattack, hehe, when I have some selfish reservations, do not give the Independent brand brothers chaos. Standing in the dayu of the board brick, if the independent brand is good, the oriental popular not only can save the small innings, the other side to eat the goods will and the United States is not impossible, because Ma's micro-letter and Sina Weibo Taobao will not you as an opponent. It's just that...... This time the idea is clear, strategy can not be disorderly, and management must be reliable, marketing first.

Look forward to The independent brand of tomorrow will be better, this piece I have worked on the land, the bitter force haha "san" finally ushered in the "positive" of the opportunity, you may be to save the people in the east in the fashion of dignity.

Come on, boys and girls.