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Founded in 2010, Jumei is committed to making cosmetics shopping more user-friendly and to providing a fun experience in a trustworthy online environment. It is also China’s first and largest online mall for flash sales of cosmetics. Today Jumei is no longer only a typical group-buy website: it successfully becomes a vertical B2C site.
Chen Ou, the young founder in Forbes China under 30
The founder, Chen Ou, is the perfect example of a professional success. Chen has been an outperformer for many years. At the age of 16, he was accepted at Nanyang Technological University in Singapore with a scholarship. Chen obtained a Stanford MBA when he was 26 years old. He founded an online gaming platform, Gerena, when he was at school, and then founded his second company, Jumei.com. Today, it’s a leading cosmetics e-commerce platform in China whose product line-up includes famous brands like Calvin Klein, Estée Lauder, Avon, Elizabeth Arden and so on. Jumei.com has currently four million registered users.
Chen Ou filmed an advertisement for his company and said in the ad “I’m Chen Ou, I speak for myself.” to express his dream and encourage young people to grasp the opportunity to start their business. “I hope that more young men and women will start up businesses on their own, fight for themselves, together, and create [real] worth — just like today’s Jumei. Jumei has millions of shoppers, who, thanks to us, find more beauty and more convenience in life,” he said.
Jumei Youpin’s success factors
Today, Chen’s cosmetic website holds a special place in many Chinese women’s hearts. It has accumulated a huge number of loyal fans.
1. The importance of personal branding
Instead of paying for a famous star, Jumei uses directors as brand ambassadors. In this way, the company has saved millions of advertising fees. As a young and good-looking entrepreneur, many young people, especially young girls consider Chen Ou as an idol. The CEO Chen Ou also became the company’s public face. He personally appeared in Jumei’s video ad in which he declared “I am Chen Ou. I speak for myself”. This creative ad aroused a strong resonance among young people and especially on social media websites.
On Weibo, Chen Ou has 2 701 217 fans.
2. After-sales service to reassure customers
Its success as an online retailer with years of experience mainly lies in its reputation for good products and services. Jumei always proves 100% authenticity for its products and “Class A Enterprise Credit Evaluation” certification. More importantly, it dares to promise “30-day unconditional return after opening (of the goods)”. These measures seem to be very important to reassure customers, especially because nowadays, there are many rumors and public scandals concerning cosmetics online market.
3. Big brands with lots of discounts
Chinese people trust in big brands, but generally, prices of famous brands’ products are very high. The collaboration between Jumei and many big brands like Estée Lauder, Clinique, Clarins…provides products at a low price for customers.
It organizes flash sales from time to time for inexpensive and small items as well as for expensive top-line cosmetic products.
Jumei Youpin says that 75% of its products are approved by famous international brands like Shiseido, KOSE, Laneige. Most of them are Japanese or Korean, which enhance Jumei’s image as a reliable brand. What’s more interesting is that they even began to develop products just for Jumei.
4. Regular promotional offers
In addition, it also launches all kinds of sales promotions for festivals and holidays. For example, during the National Day golden week, Jumei ran a “7-day National Day clearance sale”; and for the coming Mother’s Day, Jumei prepares a big promotional offer…
More information about Chen Ou’s success here