Li Jing Electric Business Venture: Do Its Own Brand &Nbsp; Build Up People Mode.

Li Jing

Capital boost, hit by mistake, do electric business

Li Jing had long been familiar with Brigitte Lin's fashion stylist Mei Lin, the S stylist, small P and other fashion designers.

Everyone met occasionally when they took part in the activities. Li Jing just habitually asked them for some tips for cosmetology and skin care, and asked them to recommend several popular beauty products.

No one noticed the beauty of these people, the product recommendation behind the huge business opportunities hidden behind, and Li Jing felt at the time and friends to talk about business with money, "particularly vulgar."

Until one day, Meilin came back from abroad to work and excitedly said to Li Jing, "you can also be China's Martha", but Li Jing asked, "who is Martha?" after Li Jing asked Martha to do a good job in writing a bestseller - a TV program career path. He realized that he had already had a better content platform when he was a host. He could use his influence to create new product brands and even enter the retail business.

Later, the emergence of Shen Napeng, founder and executive partner of Sequoia Capital, convinced Li Jing of this bold idea: to support the fashion industry with its own program content, to develop cosmetics and skin care brands, and to enter the field of e-commerce.

In 2008, Sequoia Capital announced its capital injection.

To this day, Li Jing still believes that the smooth operation of Le bee network is inseparable from its bold and cheeky personality. I do not understand the electricity supplier, but I am willing to find the insider to operate the website. I am not afraid of failure. At the most, the bee net is screwed up. At least I am a successful host.

Upstream control: independent management + Seeking R & D cooperation

After determining the direction of cosmetology and cosmetic products, Li Jing saw the market gap of domestic products in their own brands.

But the creation of its own brand first requires a strong product development team, and then relies on a reliable marketing mode. Li Jing thinks that these two thresholds are not a big problem in front of his team.

First, in terms of product research and development, Le bee network has invested more than 20 million yuan a year in cooperation with the world's top product development teams. The team is only responsible for integrating domestic user needs and drawing up product standards.

For example, the essential oil of Le bee net is cooperating with the British R & D team, and then the urban women's product series will be working with the Italy team.

At present, Le bee network has set up a branch in Japan, and is responsible for finding the R & D center of each product line. In late August, the product of cooperation between Japan's R & D team and Lok bee network will also be launched.

It is worth noting that Li Jing's team has also explored the characteristics of raw materials such as lavender in Xinjiang, geranium in Yunnan and roses in Sichuan on the domestic market. In the future, it will integrate raw materials in the form of love projects, and produce essential oils and other products through local research and development.

Secondly, in terms of marketing mode, Le bee network has made full use of its own TV program platform and won the trust of users with the influence of fashion designers.

It is understood that at present, Le bee network owns its own brand Jplus Jing Jia, Jcare Jing Jia and nearly 1000 brand beauty products. Under Jplus, there are 6 product lines and 6 major categories, which cover essential oils, beauty care, cosmetics, perfume, body weight reduction, health care, clothing accessories, home furnishings, etc.

Data show that Le bee net sales of its own brand products accounted for about 40%.

Li Jing revealed that after that, Le bee network plans to follow the model of Korea street shooting website, and enter the fashion field from the beauty field.

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Focus on the economy: mode imitation + localization operation

Let's look at the success of the bee net mode at the promotion and marketing level, first of all, from its mastery of the resources of the people, followed by its full influence of the TV programs produced by Li Jing.

There are many mature cases in Europe and the United States in terms of the establishment of the economy. Even in Taiwan, there has been a successful success of "Niu Li Da" and Niu Er, who have successfully pformed into celebrities such as cosmos and Annie Yi.

This shows that Da people on the one hand rely on their own TV programs, films and television works in the public to establish a high degree of popularity and trust, and every public appearance is an effective proof of cosmetic and cosmetic results; on the other hand, the public is not very deep and blind in shaping, makeup and maintenance, and requires experts to give their relatively accurate and professional advice.

Therefore, Li Jing also built up the economic model of the people from two aspects.

First of all, convening a high professional person in China to participate in TV programs, sharing clothing collocation, skin maintenance, and make-up skills. Secondly, with the help of his own "beautiful beauty", "I love every day" and other TV programs on the theme of fashion life, promote the popularity of the people, expand the influence of the program, and promote the retail of the goods of the music bee net.

At present, Le bee network has gathered a series of make-up stylists and beauticians including small P, Mei Lin, hairdressing chess, Kevin and so on.

Moreover, these people are responsible for their products and target groups, such as P and Meilin, who are the main group of girls and urban women.

Even the hosts of beautiful pretty ladies began to conduct in-depth research on clothing and jewelry accessories, laying the foundation for the expansion of the product line after the joy bee network.

Data show that Li Jing's four program broadcasts around 400 minutes a week, covering more than 30 national TV channels and local channels, because directly facing consumers, its programs and products will have an extensive industrial market that can be extended.

On the other hand, the typical cases in Taiwan such as Niu Er can drive hundreds of millions of dollars around the sale of beauty products around the year. This also proves that the influence of fashion professionals can not be underestimated.

Back end protection: push environmental protection light Logistics

Although Li Jing did not, like ordinary electric business practitioners, repeatedly emphasize the construction of logistics, payment and other service links at the back end of Le bee net, she introduced the characteristics of the website in logistics and distribution, that is, adhering to environmental protection and light Logistics: adopting environment-friendly material packaging box, printing the contents of the product description in the inside of the packaging box, avoiding unnecessary paper and so on.

In addition, Le bee network has launched the 45 day purchase regret period, allowing users to return unconditionally within the time limit. It has launched home refunding services in 9 cities nationwide, and has launched telephone, micro-blog, e-mail, online and other complaints channels.

The existing data show that in 2009, the sales volume of Le bee net reached 100 million yuan, and by 2011, it had more than 3 million 200 thousand users. It is expected that sales will exceed 1 billion yuan this year.

According to the data of e-commerce market, the size of China's online shopping market reached 179 billion 200 million in the second quarter of 2011, up 76.7% from the same period last year. The vertical websites such as cosmetics, mother and infant, household appliances and so on have been favored by the capital circles, and Le bee network has entered the first camp of vertical cosmetics B2C website.