Do you often have this experience:

Every day when I make up at home, the light is very dark. When it's cloudy, I have to take the mirror to the window. It's troublesome.

After looking at the mirror, I feel like I'm a big belle. As a result, when I go out in the sun, I find my eye shadow blush is heavy. I want to take off my makeup immediately! "

But recently Xiaobian was planted an amiro make-up mirror in Li Jiaqi's studio, which solved this dilemma.

This 199 yuan "sky high price" beauty mirror, a high-definition camera swept every corner of the girl's face, also in recent years has become a beauty girl's makeup desk indispensable good thing.

Not only that, this amiro cosmetic mirror also won the first prize in tmall double 11 cosmetic mirror category for two consecutive years, and won the best LED cosmetic mirror single product at home and abroad, with a total sales of nearly 10 million last year.

Amiro was recommended by Cecilia Cheung on the show

How does this mirror stand out? As the founder Wang nianou said: the first is concentration.

"In fact, the mirror is a very small category. Before we did it, almost no one did it. Up to now, our single category of tmall can reach 200 million, which is actually equivalent to creating a market for this category;

So in fact, what we do is a very small thing, but if we can make it very valuable, I think it is big enough. "

From residential to fashion week, 57% in 6 years

In the summer of 2015, amiro founder Wang nianou came to Shenzhen with an entrepreneurial dream. In this hot land, in a 100 square house, they started a new journey.

Wang nianou has formed a luxurious "dream team". CEO Wang nianou graduated from industrial design major of Zhejiang University. He once founded an industrial design company and served more than 50 mass-produced products.

Li Ke, product design officer of amiro

Amiro's design team comes from MIT, Zhejiang University and other universities, and has won more than 23 international industrial design awards.

The operation team is from P & G group, and the R & D and supply chain teams are from Mindray medical, Peninsula Medical, Dajiang, etc.

The first step of amiro is beauty mirror. At that time, in the domestic high-tech beauty mirror market, almost 0 players, Wang nianou saw the opportunity.

"At that time, we found that home appliances and 3C products had achieved a high degree of intelligence, while beauty and skin care were still in the 20th century, which was in urgent need of technological empowerment." Wang nianou said.

Since the invention of silver mirror in Germany in 1800, the definition of mirror has never changed. In the traditional home industry, mirrors are only defined as decorations without functional attributes.

In the early investigation, they found that more than 80% of women face the mirror for at least 30 minutes every day, and the mirror has become a necessary presence in cosmetics and skin care, which belongs to high-frequency just need products.

However, due to the lack of indoor light and deviation, the traditional mirror can not see the details and color, which is prone to uneven makeup, not fine makeup, residual makeup and other problems. Led makeup mirror has become a new choice for women who love beauty.

After two years of research and development, in 2017, amiro's make-up mirror was launched. The retail price of the first generation product, amiro, is 899 yuan, while that of ordinary make-up mirror is only 30 yuan.

In September 2017, the flagship store was opened in tmall, and its sales volume exceeded one million in 23 minutes. Since 2017, it has been ranked No. 1 in this category.

In 2017, the make-up mirror in tmall, together with mops and brooms, was classified as "household category".

Amiro has achieved a scale of 500 million in two to three years on the Taoxi platform. In 2020, the market share of e-commerce festival will reach 57%, and tmall will move the cosmetic mirror to the category of beauty.

Gradually, other domestic brands began to follow up, and the market became more and more vigorous.

What's the strength of this expensive beauty mirror?

In terms of products, different from the traditional LED lights, the amiro team introduced the optical technology of "mobile phone backlight screen technology" into the mirror light source, with more than 100000 densely distributed 3D light guide dots on the mirror.

What it solves is the pain point of women's make-up. For girls, it is an investment tool to improve the experience of make-up and skin care, and is the first step of effective skin care.

However, this concept has been questioned by investors. Some investors believe that what girls need is a mirror to make them look good instead of exposing defects in HD.

"That's what girls really need." Wang nianou insisted on his own direction and moved Xu Xiaoping, the founder of Zhenge fund. In January 2016, amiro brand was established and obtained the angel round financing from Xu Xiaoping, the founder of Zhenge fund.

As for pricing, Wang nianou believes that first, the cost of the new optical technology used in the product itself is not low; Second, they hope to indirectly verify the value of the product through pricing, just as Dyson can buy a hair dryer for 3000 yuan, there are still many pursuers.

At present, the amiro beauty mirror has a number of price segments, including the o series with a price of 699 yuan, and the entry-level model of 249 yuan for college students.

The two years of "dull voice" making products are the darkest time for Wang nianou.

Polishing products went through failure after failure. In 2017, their capital chain was broken.

Wang nianou talked with about 50 investors. Although many investors, including Xiaomi, expressed their interest, they would not have any money if they didn't make a decision. Wang nianou mortgaged his house first.

"Entrepreneurship means that the rest is king. The person who gives up slowly in the whole process is the one who laughs last. If others don't give you money, you still have to do one thing.

When you judge that the first principle is true, you must stick to it and never leave the card table. " In an interview with the alumni of Zhejiang University, Wang nianou said so.

In October 2017, amiro obtained the pre-A round of financing jointly invested by Xiaomi technology, Shunwei capital and Dingxiang capital, and became a Xiaomi ecological chain enterprise.

Little red book planting grass, live "accident" out of the circle

In the new era of consumption, if a new brand wants to surround young people, it will become their "social symbol".

In 2017-2018, xiaohongshu began to grow a large number of plain bloggers, and many girls had a lot of demands for beauty and skin care.

In this wave of little red book bloggers boom, amiro began their grass planting plan.

In 2018, they cooperated with 100 Little Red Book bloggers to do an "angel internal test". The bloggers experienced products and wrote evaluation reports, including lighting effect, color and whether they could meet their own makeup needs.

Search "amiro" in little red book, there are nearly ten thousand notes.

In a note with more than 5000 favorite collections, a girl said that this make-up mirror not only has high definition, but also uses its light source to make Zui's lipstick color test, which is the choice of beauty bloggers.

Amiro's real exit was due to an "accident".

At the tmall double 11 party in 2018, a lipstick match appeared. The camera swept the white make-up mirror in front of the table during the live broadcast. It was amiro.

Ma Yun PK Li Jiaqi