The Survival Of Electricity Providers, The Only Product Under The Banner Of The Music Bee Network Stop Operation

Founded in 2008, Li Jing is the first professional beauty B2C online shopping platform with expert stars stationed in China. In February 2014, vip.com strategy stake 75% stake in Le bee network.

In August 28th, Le bee network issued a notice to stop operation, saying that due to the adjustment of the company's business, Le bee network (including PC terminal and APP terminal) will stop operation in September 18th.

Once brilliant

In 2008, China's electricity supplier rose rapidly. Data show that the number of Chinese Internet operators has exceeded 50 million in this year, compared with 4 million in 2004.

Li Jing is the host of CCTV. The traffic and income of Lok bee network just started, mostly came from Li Jing's personal aura and personal connections, relying on TV interactive programs and fans' economic operation, as well as the recommended turn of stars and fashion celebrities.

Moreover, Le bee network was founded in the same year, the parent company Oriental pop group can get Sequoia Capital millions of dollars A round of financing.

Relying on the star resources gathered by the program, Lok bee tries to get users' attention and sell its own brand by opening up the economic model of people. At that time, Li Jing signed dozens of entertainment stars and Cosmetology.

According to the data, the sales volume of Le bee net has reached 1 billion yuan in 2011, and its sales volume is about 1 billion 900 million yuan by 2012. Among them, its own brand contributed nearly 400 million yuan.

Excellent sales revenue also brought new financing for Le bee network. In 2012, Le bee network was Sequoia Capital and broadband capital $40 million B round of financing. In 2013, the annual sales volume of Le bee net reached 3 billion yuan.

Yue bee net was very popular at that time, and the users of Le bee net said, "at that time, under the dormitory of the university girls, there were three brands of music bees, vip.com and jumei.com.

However, the sales of jumei.com, which is mainly made up of beauty, reached 9 billion yuan in that year, 3 times that of Lok bee network. Jumei.com founder Chen Ou also began to make frequent use of personal IP in new media. His slogan, "I am Chen ou, I speak for myself", is a popular trend.

After eight consecutive quarters of profit, jumei.com, which was founded for 4 years, is officially listed on the NYSE. In the CEO Wang Licheng's financial information before the happy bee net, we can see that there has been more ambition in the follow-up to the profit of Le bee network before 2012. "In 2011, the sales volume of Le bee net was less than 1 billion yuan, which is expected to turn two to three times this year. At the same time, unlike the profits in 2009 and 2010, the" Le bee net "has achieved a profit and loss balance in 2011. And Yue Feng intends to carry out IPO abroad.

But no one had waited until IPO.

In February 14, 2014, vip.com announced its $112 million 500 thousand acquisition of 75% stake in Le bee network, becoming the largest shareholder of Le bee network, when vip.com said that the company would continue to operate independently. Then, in February 21st, vip.com paid another $55 million 800 thousand for the Oriental fashion group, holding 23% of the group.

When vip.com and Lok bee network were married in 2014, the shareholding ratio of Sequoia Capital in vip.com had dropped from 19.3% to 9.4% until it disappeared completely.

In the first quarter of 2014, Lok Feng contributed less than 5% of vip.com's total revenue. In the two quarter of 2014, Le bee network contributed 2 million orders to vip.com, accounting for 7.6% of total Quarterly Orders.

The end of Le bee network has long been in countdown.

Regarding the reasons for shutting down, Le bee network said in its announcement that it was due to business adjustment. Subsequently, vip.com, a big shareholder of Lok bee, said in a media interview that due to the consideration of business adjustment, Le bee network confirmed that it would close down in the near future. The decision on shutting down has been agreed by shareholders of Le bee network, and the relevant departments have already prepared the relevant preparations.

With the growing demand for cosmetic products, the electronic business platform for beauty makeup has become increasingly crowded. Integrated electronic business is also increasingly expanding the category of beauty products, grabbing the market share of beauty makeup business.

On the other hand, the rise of various emerging media and channels has also distracted the attention of micro-blog users. Micro-blog is the main position for jumei.com and other old vertical e-commerce providers to amass users.

　　 Net red with goods at that time.

Now no one should not know "lipstick", Li Jiaqi, sold 15 thousand Lipsticks in 5 minutes, and sold 5000 "Shiseido kidneys" magic hosts in 3 minutes. Last year's double eleven, Li Jiaqi and Ma Yun came to a PK live lipstick live broadcast, and the big guy PK net red is also numbered.

In recent years, with the rapid growth of China's economy, the consumption of cosmetics in China has also risen rapidly. In 2013, China surpassed Japan to become the world's second largest consumer of cosmetics. In 2017, China's cosmetics market scale accounted for 11.5% of the global market, only 18.5% of the United States. However, the penetration rate of cosmetics is still only 30%, and there is huge market potential.

Whether it is "Taobao live one sister" Wei Ya, 4 million fans of Zhang Da Yi, Taobao director of broadcasting, Zhao Yuanyuan said, on the surface, live technology is grafted on retail, in fact, consumers make up for lack of social interaction through live broadcast. Consumers do not necessarily have to buy things for live broadcast. They spend more time with them, chat with hosts, gossip, share their status or find some resonance.

The live broadcast of electronic commerce is being pursued because the online shopping has changed from the traditional "goods to man" to the present "man to man". And the live room is full of people. People feel better about the human body. They have temperature and can produce interesting stories in the social process.

In the eyes of female fans, Li Jiaqi is just like a gay honey around her life. It is hard for people to feel excluded. While in her live broadcast, the most widely used word is "husband", "daughter" and "mother-in-law", just like her next big sister.

In addition, video is more intuitive in content, and net red is also a high value and talented crowd, which easily brings visual impact to users.

Therefore, from the TV to micro-blog, public number marketing, to the rise of Internet Celebrities, infiltration of small red book, jitter, fast hand, gathered and other channels. For the cosmetic brand, although the product itself has not undergone large-scale changes, the change of transmission mode and marketing method can better adapt to the change of consumers' generation.

There seems to be some delay in the old fashion beauty vertical electric business in adapting to the changing times.