The only product will be prepared to replace the peak executives half a year

Abstract: Chen Au in the Lok Bee net sold to the only goods will declare the end of the war, victory, but a new departure, but the war seems far from over, but upgraded. Poly beauty products from cosmetics into the clothing, the only products from clothing into cosmetics, mutual erosion of the main category. Next month

Chen Au in the Lok Bee net sold to only goods will declare "war is over, Victory, just a new departure", but the war seems far from over, but escalated. Poly beauty products from cosmetics into the clothing, the only products from clothing into cosmetics, mutual erosion of the main category.

Next month, the Lok Bee Network is about to usher in the 6 anniversary of the celebration. It is understood that a series of activities in preparation, will be released in succession. But compared to this time last year, the Lok Bee net still appears low-key a lot.

Last year's 5 anniversary Gala Carnival lasted a whole month until September 1, starting August 1. At that time, the death of the Happy Bee Network and the United States gifted products also together for a 3.5-week confrontation. Beauty Makeup Electric business, this year Valentine's Day Le Bee network to take refuge in the only product will, three months later, poly-US excellent products listed separately, listing NYSE.

Only goods will buy Lok bee nets, le Bee network of many senior executives by the only goods will be sent to replace, although still independent development, but has been fully taken over.

Le Bee network model is quite characteristic, but to the media thinking to do electricity business, operation is not its strength, by the United States excellent products from behind.

Only products will take over for several months, Le Bee Network has undergone a modest change, to maintain the characteristics of the same time, to the only products will be the same, involved in the sale, the act is also more low-key.

And for the only product will, Lok Bee Network is its extended category to beauty makeup of the forefront of the position. With the United States excellent products into costumes, the only product will carry the music bee nets, will and the United States excellent products have more and more positive confrontation.

The introduction of the only product will operate advantage

Only goods will buy Lok Bee nets, then sent the original only goods will be Beijing head of Zhang Yi as Lok Bee Network CEO, the original CEO Wang to leave. It then joined the days as senior director of the cat, responsible for home improvement life class business, to the Cat President Wang Yulei report.

Only the goods will at that time said will also send the CFO to the Lok Bee network, although the candidate has not been published, but the reporter to Le Bee net learned that the new CFO for Wang Zhihua, has been in office for a long time.

The team of the Lok Bee network remained stable, but the finance, manpower and other aspects of the senior executives are slowly replaced.

Only product will hold 75% stake in the Lok Bee Network, a succession of senior executives, Lok Bee Network although still maintain independent development, but must be affected by the only products.

See the most obvious change is that the Lok bee nets follow the footsteps of the only products, do a special sale. Only the clothing of the goods will be sold by the market has been proven successful business model.

After a period of temptation and brewing, last month, le Bee net new version of the first line, a change to the original mall platform model, the formal transformation for the special Sale Plus Mall mode.

The website of the Lok Bee net also looks more and more similar with the only product will. Two promotional pictures of a promotion in addition to the same tone, do not know the relationship between consumers even issued "who copied who" question.

Another humble change is that after the acquisition, the Lok Bee network in the interview, Disclosure and other communications, less sound.

Le Bee Network said, did follow the only product will low-key development style. At the same time, the acquisition, the Lok Bee Network to do professional shopping site, the original intention of the music Bee network, the characteristics of its own brand will continue to exist, will not abandon, but will retain characteristics, the current cooperation is mainly in the operation.

"Le Bee net sold to only the product will be the strategy is right," Ji Source Capital partner Jixun to the Financial weekly reporter said, "Le Bee net originally has three different business, media, own brand, electric business." Media patterns teach girls how to dress up. The three modules are connected to each other, but they are very different and not easy to operate. ”

An electric business observer also said, the Lok Bee Network has the talent economy, the Star brand, has not done well in the past, is because the electricity business link is weak, the operation ability is poor, therefore the media potential can not play out.

Lok Bee nets similar to all customers, belong to the brand electric dealer, although there are market opportunities, but the development has not yet, so the competition failed. It also said: "Only the goods will have channels, strong operation," Lok Bee Network has a brand accumulation, there are programs, star contacts and other resources, combined, is a good mode of cooperation. ”

Le Bee net founder Li once said: "Le Bee net is not sell thing, is to tell you how can become beautiful." This way General Electric dealers will not do, we always have to quickly, ignoring the brand to do some education, and the music of the network does not make the education in today's fermentation. ”

Li in Star and star brand resources should not be underestimated, the so-called talent of the economy is to operate as the core.

Recently, the mainland composite plume launched the same name cosmetics brand, into the United States makeup field, the choice of the Lok Bee Network as a cooperative object. Le Bee Network in respect of a number of star talent for the Feather spring brand, and the introduction of promotional special promotions.

Cross-competition with poly-Mei Excellent products

And for the only product will, billion European network Huang think its acquisition of Lok Bee nets, the most important is the cosmetics business resources, the platform of the Lok Bee Network is not very significant, this from the only product will be stationed in the Le Bee network as CEO is only the Beijing head of the goods will be able to see.

After a great success in the apparel category, the only product will begin to dabble in cosmetics. Cosmetics are standard products, and from this point of view, it seems to be easier to do than a variety of costumes. But in fact, cosmetics are difficult to integrate in the supply chain, lack of products, insufficient supply, which is the opposite of the situation of clothing tail goods.

Supply scarcity is one of the first

At present, international brands accounted for more than two-thirds of cosmetics sales, there is no certain amount, brand manufacturers do not supply. Online Shopping special Break the original price system, online competition is very fierce, and compared with the traditional channels, the sales of electricity quotient is still on the low side.

According to the information disclosed in the prospectus published a few months ago, China's U.S. makeup industry in 2013 sales of 36.5 billion U.S. dollars, of which the company's sales accounted for more than 10.2%.

Cosmetics Agent system is also very complex, divided into many levels, to the later price system in turmoil.

One of the reasons to question the use of fake electricity sellers is "how can the real thing be so cheap"?

But to distinguish the authenticity of the time, the difficulties encountered is that the authenticity is really difficult to distinguish, and the brand is not willing to take the brand endorsement.

This led to not know how many American makeup electric business between the war of words. Le bee nets and poly-Mei excellent products have many times the enemy road narrow, each other choke.

Although Chen Au in the Lok Bee network sold to the only product will declare "war is over, victory, but a new departure", but the war seems far from over, but escalated. Poly beauty products from cosmetics into the clothing, the only products from clothing into cosmetics, mutual erosion of the main category.

Cosmetics, earlier this year, the information showed that only the product will add le Bee net of the daily sales in about 12 million, poly-American Excellent products for about 30 million, the former about the latter 40%. Only product will and Lok Bee network as a whole bear the task of breaking the advantages of poly-Mei excellent products.

Clothing, the only product will have greater advantages, is not foolproof.

"Only goods will play a time difference," Huang said: "Compared with the first-tier cities, 234-line City of brand awareness is not immediately, but the brand awareness in the gradual popularization." In the past, the small brand by the relationship can be talked about, Guangzhou is the center of clothing. Now with the improvement of negotiation ability, only goods will also go to the high-end, but the big brand is not easy to talk about. The sale is damaging to the brand image. ”

At present, only products and poly-Mei excellent products in the main category are also maintained its own advantages, it is worth paying attention to the cross competition. Two of successful vertical electric dealers have excellent team, the show is still behind.