Advertisement
Hugo Yu, the founder of iDS BUYBUYBUY (hereinafter referred to as "iDS") is the former executive editor of Harper’s Bazaar. After leaving her job in 2015, she tried her luck in a number of business programs and finally hit success in iDS in September 2017.
Setting its eyes on high-end beauty and health, iDS commitments itself to introducing cutting-edge beauty technology from Europe and the US to provide professional beauty and anti-aging plans for Chinese metropolitan women. It provides various services to meet client’s diverse needs in energy management, stress management, pain management, hormone management, youth management and more.
At the beginning of 2018, iDS took the lead in directly reaching cooperation with the brand founder families such as Chanteca, Leonor Greyl, By Terry, and Acca Kappa. These brand founder families were originally Hugo Yu’s friends in the industry. They not only provided iDS with an exclusive co-branded product line, but also went deep into users’ community to answer questions in person to help promote in-depth and professional services by writing columns and shooting tutorials.
Thanks to years of experience in providing consulting services for European and American brands and family consumer funds, the iDS team was able to manage a quick cold start. According to the team, iDS now excavates at least 4,000 beauty and health-related niche expert brands every year, and strictly screens out 500 products & solutions from them.
Advertisement
In terms of product selection, iDS created its own "7360 Selection Model" with more than 70 filter criteria. Brands looking to participate in product selection must first provide a No List, a self-inspection report in which they actively declare whether their products contain Paraben, Hydroquinone and other harmful ingredients commonly found in commercial beauty and health brands. As for products with strong efficacy, an ahead-of-schedule second-inspection of hormones and heavy metals done by the platform is required. What’s more, the products have to meet the two-way safety standards of the country of origin as well as the country of sale.
Since its establishment, iDS has introduced 111skin, MZskin, Temple Spa, Zita West and other experts brands favored by British royalties, as well as many European and American anti-aging star ingredients and technologies, such as Polish Neuro therapy, German Cell therapy, French micro-ecological skin care—Epidermologie, British scalp gene anti-hair loss technology, etc.
Up until now, there are about 1000 SKU on iDS, and the list is constantly renewed. The platform has reached direct cooperation with brands and for those potential ones, it will go on to proceed further business negotiations over sole agency.
iDS has a per consumer transaction of over 1000 yuan from its majority users of the post-90s. According to the information provided by the team, in the past three years, even with zero promotion, the WeChat “iDS BUYBUYBUY" store has accumulated a considerably large core consumer group features high stickiness, high customer orders, and high repurchase. Among the group are more than a hundred stars and artists who have become heavy VIP users, but iDS did not use this for promotion or marketing.
