Первое большое интервью VOIS: про зарплату креаторов, пожар на WB, конкурентов и 100 млрд
Бизнес на салфетке
54,053 views
Hello everyone! I'm Mikhail Kuchment, entrepreneur, co-founder of Hoff, and investor.
How can you grow from your first batch of patches to a billion-dollar business in five years? Why does a beauty brand need hundreds of creators? And why might even 2 billion views per month not generate the expected sales?
🎁 At the end – a chance to win one of 5 VOIS bestselling product sets!
In the new episode of the "Business on a Napkin" podcast, my guest is Vladimir Zagorsky, co-founder of VOIS, one of the leaders in the Russian skincare market.
🔹 Application to join the EVOLUT business community: https://evolutclub.com
🔹 Key insights from the episode with Vladimir Zagorsky are on my Telegram channel.
Over the past five years, VOIS has grown at the intersection of three major trends: marketplaces, the withdrawal of Western brands from active marketing, and a content boom. The company created its own content factory, reached 2 billion views per month, and expanded its creative team from 40 to 400 people. But at some point, views continued to grow, but sales stagnated.
We discussed how VOIS grew from 5 million rubles in monthly revenue to a billion-dollar business, how much creators earn, how a single product can generate 5-6 billion rubles per year, and how much the company makes on a single jar of cosmetics.
We discussed manufacturing in China, competition with MIXIT and Western brands, the acquisition of other beauty brands, the abandonment of a men's line, the situation with Wildberries' warehouses, its own IT, and the impact of AI on the content market.
And, of course, we discussed VOIS's main goal: to become the number one brand in Russia and reach 100 billion rubles by 2030.
Now it's your turn to influence the brand's future.
🎁 5 VOIS SETS
Suggest a new product, category, or trend you'd like to see from VOIS. The authors of the top 5 ideas will receive sets of the brand's bestsellers.
To participate:
🔹 Watch the episode
🔹 Subscribe to the "Business on a Napkin" YouTube channel and VOIS Instagram
🔹 Leave your idea in the comments below the video
You can have multiple ideas - leave each one as a separate comment.
🏆 We'll announce the results on October 16 at 5:00 PM on Mikhail Kuchment's Telegram channel: https://t.me/kuchment
Other social media:
Instagram*: https://www.instagram.com/michael_kuc...
Timecodes:
0:00 Intro Vladimir Zagorsky
2:00 How did VOIS build a "content factory" and what share of success does it account for?
3:50 How did the idea come from the US and why did it grow to 400 creators in 4 months?
7:50 How did two friends go from 5 million a month to a billion?
12:04 Where did the name VOIS come from?
14:45 How many views and how much money do top VOIS creators make?
21:10 What distinguishes a good creator from a bad one, and why are they fired?
27:40 How do 2 billion views translate into sales, and who is the main competitor?
31:24 What 3 trends have propelled VOIS to the forefront, and what should you do when everyone has copied the content factory?
36:52 Why will VOIS forever remain a brand exclusively for women?
49:00 Why is VOIS acquiring other brands, and which ones is it looking for?
53:45 How much VOIS product burned in Wildberries warehouses?
1:05:15 How are sales divided by channel, and why doesn't VOIS have its own website?
1:08:15 How is VOIS on track to reach 100 billion by 2030, and which growth stage was the most challenging?
1:11:05 What advice will aspiring sellers receive?
1:13:18 What are the 4 principles of the VOIS product, and why is packaging so important?
1:17:05 What is the unit economics of a single jar of Mood Queen?
1:19:38 What are the current trends in skincare: Korea and the male audience?
1:22:04 Why is a 4.9 rating the key metric, and which product brings in 5 billion annually?
1:31:05 What's new for shoppers: gift sets and 30 new products before the end of the year?
1:38:40 Will AI replace bloggers and marketplaces?
1:43:55 What mistake did the founders make that resulted in a wasted reach of 2 billion?
1:45:25 Which books influenced Vladimir?
1:47:37 3 components of VOIS's success
#business #entrepreneurship #cosmetics #beauty #vois #creators #content #marketplaces #wildberries #ozon #content #marketing #artificialintelligence #mikhailkuchment #kuchment #businessonanapkin
*Meta, the company that owns Instagram and Facebook, has been designated an extremist organization and is banned in the Russian Federation.
20 Comments
Вызывает восхищение ❤
Я считаю , что помимо развития продуктовой линейки , было бы круто поделиться своими знаниями
о развитии собственного бренда
У таких людей хочется учиться , это может быть комьюнити, может быть целая школа от VOIS
Но это однозначно будет круто 👍
И вообще такие подкасты очень расширяют кругозор предпринимателя и неважно в какой сфере ты работаешь.
Единственный непопсовый бизнес подкаст и не только в русскоязычном ютубе. Где действующий предприниматель задает интересные вопросы! 👍
Но интервью интересное❤
Например, запустить проект «VOIS, которого ещё нет»: раз в месяц выбирать реальную проблему из отзывов и предлагать подписчикам вместе создать решение — выбрать текстуру, формат, аромат, упаковку и даже название. Затем дать небольшой группе пользователей протестировать прототип и действительно выпустить победивший продукт
А на упаковке разместить QR-код с историей его создания:
«Вы попросили → вы выбрали → VOIS создал»
Мне кажется, это могло бы стать очень сильной фишкой бренда. Ведь VOIS — это про голос. И было бы здорово, если бы этот голос можно было буквально увидеть на полке в магазине💙
И вот тогда можно было бы однажды открыть баночку и сказать:
«А ведь я помогла её придумать»✨
Вторая ниша: стайлинг для волос. И также уже есть предпосылки в текущей товарной линейке.
По производству:1.Vois для домашних питомцев. 2. Vois для мужчин. Будет круто покупать это от Vois.
Первое большое интервью VOIS: про зарплату креаторов, пожар на WB, конкурентов и 100 млрд
Бизнес на салфетке
54,053 views
Hello everyone! I'm Mikhail Kuchment, entrepreneur, co-founder of Hoff, and investor.
How can you grow from your first batch of patches to a billion-dollar business in five years? Why does a beauty brand need hundreds of creators? And why might even 2 billion views per month not generate the expected sales?
🎁 At the end – a chance to win one of 5 VOIS bestselling product sets!
In the new episode of the "Business on a Napkin" podcast, my guest is Vladimir Zagorsky, co-founder of VOIS, one of the leaders in the Russian skincare market.
🔹 Application to join the EVOLUT business community: https://evolutclub.com
🔹 Key insights from the episode with Vladimir Zagorsky are on my Telegram channel.
Over the past five years, VOIS has grown at the intersection of three major trends: marketplaces, the withdrawal of Western brands from active marketing, and a content boom. The company created its own content factory, reached 2 billion views per month, and expanded its creative team from 40 to 400 people. But at some point, views continued to grow, but sales stagnated.
We discussed how VOIS grew from 5 million rubles in monthly revenue to a billion-dollar business, how much creators earn, how a single product can generate 5-6 billion rubles per year, and how much the company makes on a single jar of cosmetics.
We discussed manufacturing in China, competition with MIXIT and Western brands, the acquisition of other beauty brands, the abandonment of a men's line, the situation with Wildberries' warehouses, its own IT, and the impact of AI on the content market.
And, of course, we discussed VOIS's main goal: to become the number one brand in Russia and reach 100 billion rubles by 2030.
Now it's your turn to influence the brand's future.
🎁 5 VOIS SETS
Suggest a new product, category, or trend you'd like to see from VOIS. The authors of the top 5 ideas will receive sets of the brand's bestsellers.
To participate:
🔹 Watch the episode
🔹 Subscribe to the "Business on a Napkin" YouTube channel and VOIS Instagram
🔹 Leave your idea in the comments below the video
You can have multiple ideas - leave each one as a separate comment.
🏆 We'll announce the results on October 16 at 5:00 PM on Mikhail Kuchment's Telegram channel: https://t.me/kuchment
Other social media:
Instagram*: https://www.instagram.com/michael_kuc...
Timecodes:
0:00 Intro Vladimir Zagorsky
2:00 How did VOIS build a "content factory" and what share of success does it account for?
3:50 How did the idea come from the US and why did it grow to 400 creators in 4 months?
7:50 How did two friends go from 5 million a month to a billion?
12:04 Where did the name VOIS come from?
14:45 How many views and how much money do top VOIS creators make?
21:10 What distinguishes a good creator from a bad one, and why are they fired?
27:40 How do 2 billion views translate into sales, and who is the main competitor?
31:24 What 3 trends have propelled VOIS to the forefront, and what should you do when everyone has copied the content factory?
36:52 Why will VOIS forever remain a brand exclusively for women?
49:00 Why is VOIS acquiring other brands, and which ones is it looking for?
53:45 How much VOIS product burned in Wildberries warehouses?
1:05:15 How are sales divided by channel, and why doesn't VOIS have its own website?
1:08:15 How is VOIS on track to reach 100 billion by 2030, and which growth stage was the most challenging?
1:11:05 What advice will aspiring sellers receive?
1:13:18 What are the 4 principles of the VOIS product, and why is packaging so important?
1:17:05 What is the unit economics of a single jar of Mood Queen?
1:19:38 What are the current trends in skincare: Korea and the male audience?
1:22:04 Why is a 4.9 rating the key metric, and which product brings in 5 billion annually?
1:31:05 What's new for shoppers: gift sets and 30 new products before the end of the year?
1:38:40 Will AI replace bloggers and marketplaces?
1:43:55 What mistake did the founders make that resulted in a wasted reach of 2 billion?
1:45:25 Which books influenced Vladimir?
1:47:37 3 components of VOIS's success
#business #entrepreneurship #cosmetics #beauty #vois #creators #content #marketplaces #wildberries #ozon #content #marketing #artificialintelligence #mikhailkuchment #kuchment #businessonanapkin
*Meta, the company that owns Instagram and Facebook, has been designated an extremist organization and is banned in the Russian Federation.