At the beginning, Lightinthebox focused on domestic 3C products. The advantages of Chinese manufacturing in the world are self-evident, especially 3C products. Chinese “copycat” products are very popular abroad with their low prices. In recent years, with the continuous development of Lightin and some impacts on Chinese manufacturing, Lightin has closely followed the market trends and continuously enriched and expanded its product categories. Now there are more than 100,000 products on the Lightin website, and the top three product categories are clothing, electronic products and home furnishings. Lightin has a unique business method that cannot be ignored, which is to keep in line with international trends, always keep up with the forefront of fashion, and then meet this demand with its own customized products.
User Service and Experience
First of all, users can find the products they want conveniently and quickly on the Lightinthebox website through search, product classification, hot-selling products, free shipping products and new arrival products. Secondly, users can also subscribe to product update information, discount product information and some special supply product information through email. At the same time, users can also follow Lightinthebox’s dynamics on social media such as Lightinthebox’s official blog, Twitter, Facebook, and YouTube. Thirdly, users can register for free, there is no minimum order quantity limit, and they can buy related products at wholesale prices, which greatly benefits users. Fourthly, users can track logistics information in time and understand the location of the purchased goods.
In fact, Lanting wins by user experience. Lantingjieshi CEO Guo Quji’s attention to details permeates every pore of the business. Guo Quji requires his subordinates to sort out 10 negative reviews from customers every day for him to see, and requires to see the full original text of the email; Guo Quji even often writes emails to his subordinates in person, as small as whether the article before a certain English word should be A or The; he holds a meeting with Lanting executives to discuss the return details, including the content of each item, the tone of expression, etc. After the meeting, Guo Quji personally writes a version for everyone to discuss. This seemingly hands-on style of doing things sometimes surprises the outside world, and this is precisely what makes Lanting unique. Guo Quji has always believed that there is no right or wrong in methodology, only differences. The essence of business is actually common sense such as product and service quality, and Lanting has done it. As a result, LightInTheBox’s performance increased 300 times in two years.