The speaker is the wife of Huang Tao, the chairman of Liren Lizhuang, who used to be the founder and sales administrative director of Liren Lizhuang. The husband and wife started their business together, which laid a solid foundation for beauty. Now, beauty and makeup have become Huang Tao's own world.
According to Weng Shuhua, more than a decade ago, the family was more difficult. While taking care of the sick yellow peach at home, she runs a Taobao shop (now Beauty Beauty). After the company improved, she was persuaded by her husband to become a full-time wife.
Who would have thought that all the good things and promises in the past had become distant memories and empty promises, and Weng Shuhua was forced to publicly accuse Huang Tao of not going home for many years, and no one answered the phone. The child was ill and could not see the figure.
When the news came out, it caused public anger. Liren Lizhuang's stock plummeted and its market value evaporated by 2.7 billion yuan.
With the storm of public opinion, Huang Tao, the chairman of Liren Lizhuang, also appeared in people's field of vision. The "business leader of the new era" who was once regarded as a model is now at the forefront of public opinion because of "not going home".
Huang Tao was born in 1973 and graduated from Tsinghua University with a master's degree in automation on 1998, and then taught in Tsinghua University for three years. In August, 2000, Huang Tao left Tsinghua University and became the product director of American General Wireless Communication Co., Ltd. and the general manager of Shanghai Company.
In 2002, from June, 5438 to June, 0654381October, Huang Tao joined hands with partners in the communication industry to start a business, with the goal of advertising business. In 2003, Huang Tao invested 450,000 yuan to establish Feituo Unlimited with Shen Chuan and Chen Chang, and launched wireless Internet advertising marketing with China Mobile. In 2005, a red chip structure was established to prepare for overseas listing.
In 2007, Huang Tao was recuperating at home due to illness. In just three months, he transformed his wife's clothing store into a cosmetics store, and now it is a beauty and makeup store. Huang Tao once mentioned the word "trend business" in Jiaoshanghui. Among them, he mentioned two major competitiveness-efficiency improvement and scarcity.
The "efficacy" of each product is different, and the most difficult problem to solve in cosmetics is to identify the true and false. "Consumers return the products to the brand and are afraid to sell them again, because someone will buy one at the lowest price on Taobao and return it to me, so I can't identify the authenticity." In order to solve this problem, Huangtao can only re-establish the authorized link mode on the Internet. However, if we insist on getting the counter card before opening the store, it will be scarce and the process will be slow.
But with his "foresight", he knows that the business of e-commerce will grow bigger and bigger and become a major market. Therefore, instead of shrinking, he became more and more brave. In just one year, Liren Lizhuang became famous for its cooperation with the appropriate herbal medicine. Up to now, there are more than 60 cooperative brands, including Lan Zhi, Maybelline, Swarovski and other international brands.
On may 20 10, Shanghai cosmetics co., ltd was established, with Huang Tao as the chairman and general manager; 20 12, Liren Beauty set up a subsidiary-Shanghai Liren Beauty E-commerce Co., Ltd.; In June of the same year, Liren Lizhuang received an investment of 45 million yuan from Ali Venture Capital for 225 million yuan; In 20 15, the operating income of beauty cosmetics has reached 654.38+0.2 billion yuan and the net profit is 40.36 million yuan.
20 16, Liren Lizhuang took the first single video advertisement of papi sauce for 22 million yuan. At that time, many netizens analyzed that this was a loss-making business. However, Huang Tao claimed that this was the advantage of papi sauce: "At that time, it was expected to be 20 million shots, and the actual price was not much different." He believes that cooperation with papi sauce will bring great benefits.
Huang Tao proposed two ways to play this advertisement:
First, online solicitation and selection activities allow all talented designers to participate.
Second, give other online celebrities a platform to show their talents.
In addition, Liren Lizhuang cooperates with thousands of online celebrities every year. Huang Tao believes: "Nowadays, consumers are less and less fond of didactic or top-down cold communication, and they prefer friendly and interactive communication."
In this way of realizing online celebrities, beauty and makeup have once won a short-lived glory. In 20 17, the income of beauty cosmetics was 3.429 billion yuan and the net profit was 226 million yuan. In 20 18, the revenue was 361500 million and the net profit was 252 million yuan; In 20 19, the revenue was 3.874 billion yuan and the net profit was 284 million yuan.
From this set of data, we can easily find that from 20 18, the revenue growth of beauty cosmetics is slow. This is not unreasonable. With the threat of "high cost" and "high standard", there are frequent accidents in online beauty counters that guarantee genuine beauty.
On 20 17, Liren Lizhuang was warned and punished for illegally manufacturing and selling cosmetics with logo problems, and a large number of customer information was leaked and resold by former employees. Even by relying on the big tree of Ali, it can't make up for the hidden dangers of beauty.
It was also on 20 16 that Liren Lizhuang made its first IPO. Two years later, the accident ended in failure.
Huang Tao doesn't think this is a failure. "Investors and insiders all know that Liren Lizhuang is a good company, and Liren Lizhuang is also obliged to explain to the regulatory authorities why Liren Lizhuang is a good company. So the only job we have to do is to strengthen communication as much as possible and try to explain why Liren Lizhuang is a good company. Just explain this clearly, just wait, there is no success or failure. " After unremitting efforts, Liren Lizhuang was finally officially listed on September 29, 2020.
The "Queen's Day" promotion of beauty and makeup is in full swing, but the former "founder" has been left out at home. Numerous netizens felt wronged for Weng Shuhua, but as a husband and father, he didn't respond at all.
On March 1 1, Weng Shuhua, who was eager to reply, once again voiced in the Weibo: "Since you only have eyes for @ Liren Lizhuang and the vice principal, you don't have this home. Please check the documents and see you elsewhere!"
On June 5438+02, the Shanghai Stock Exchange issued a supervision letter to Liren Lizhuang on relevant media reports, involving listed companies, directors, controlling shareholders and actual controllers Huang Tao.
Weng Shuhua repeatedly told Huang Tao that he was refused to return to work in the company. Is the "mistress" uploaded on the Internet true? What is the truth? We don't know yet. However, it is a pity that a talent worth over 100 million yuan has no sense of responsibility as a husband and father, and has fallen from a "leader of the new era" to a situation where everyone shouts.
If things go according to our expectation, once Weng Shuhua and Huang Tao divorce, it will be inevitable to split the equity. Will make-up make things worse?
note:
① The National Business Daily, Huang Tao, the chairman of Liren Lizhuang, first said: I don't believe that public opinion can interfere with the judicial wife Weng Shuhua: I have gone through the judicial process+March 1 1.
② Platform Thinking and Strategy, "Interview with Huang Tao, CEO of Beauty Cosmetics: This is really not Ali's game", 201April 23, 6.
(3) Cosmetics newspaper, "Beauty Beauty IPO didn't start, Yellow Peach voiced: no success or failure, just a slowdown", 2065438+May 4, 2008.
④ The Beijing News "Stay at Night", the beauty boss who was publicly torn by his wife: started a business at the age of 30, with a net worth of nearly 4 billion "2002112 March.
⑤ Beauty Makeup, Yellow Peach: Two Kinds of Competitiveness and How to Do "Trend Business", 2065438+September 5, 2009.