The luxury goods industry, which has been hot for two or three years, is looking for an updated model for a new round of investment.
June 1, a new model was tested in the water, luxury electric dealer, the first line of luxury network store opened in the mall. This pattern is now called "O2O" (online to offline). V Avenue will be the entity store called "Experience Hall."
This is the first time that the domestic luxury electric dealer opens the shop online. But the "O2O" attempt was not the first. In May this year, received from the well-known four international funds of the total amount of 30 million U.S. dollars to the Temple of the Bank of China has a special model "library Club" to consignment as the core luxury Line experience Center, the main collection of second-hand luxury goods.
It is understood that in the temple of the current monthly sales, the entity store contribution of seven or eight, but its founder Li Zhico still insists its positioning is an internet company.
Line Test Water
in the past, luxury goods dealers in the online under the form of a special sale of the business. Although this kind of short-term special sale activity can increase sales in a certain period of time, but because of short time, unstable location and other factors, the customer's shopping experience and later service can not be guaranteed.
from January 1, 2009 Fifth Avenue officially online, a number of previous orders of customers have asked to look at the physical store to rest assured that such as "so expensive clothes can not try to wear", "the package of the cortex is not the same as the picture" of the problem emerging, The founder and CEO of Five Avenue Sun Yafi the idea of opening an offline entity shop.
from rent-seeking, decoration to the last opening, a total of more than six months, the store's sales staff all from the five avenue of their customer service department.
in fact, the United States of luxury goods dealers rarely open physical stores, and the Chinese market is different, its market more mature norms, credit security system is protected, consumers can develop the habit of buying luxury goods online. At present, the domestic luxury shopping network is full of supply authorization, after-sales service, authenticity and other problems, consumers can hardly believe the network.
Sun Yafi said that the experience of the exhibition hall in sales expectations are very small, but a value-added service to the site to enhance the experience of network consumers. Location Three Lane shopping mall in the absence of natural people, the most important is to invite some online consumers to the physical shop to experience services, such as from hair to makeup free modeling advice, luxury warranty maintenance services. To this end, the five avenue absorbed from Italy's most famous Fashion Institute Malan Fashion College graduated fashion buyers to join, professional fashion consultant. And customers are not satisfied with the store after the existing merchandise, you can immediately in the store to the Fifth Avenue official website booking, the offline consumers into online customers. "Therefore, the experience of the exhibition hall is the key to service, through the line online, rather than some people think that the luxury electrical business is not good, can only go offline." The advantages of the electric business is still a lot of offline shop can not be replaced. "Sun Yafi said.
Entity store opened for several days, Sun Yafi said the daily sales in tens of thousands of yuan floating, "only need to be able to cover costs." She revealed that the store's initial investment in the three-li-Tun mall was about million a year.
Sun Yafi also believes that the core competitiveness of luxury goods suppliers is sourcing, but many foreign luxury brands currently have doubts about the platform of electric business. If you have a physical store in a core location, you may be able to get through this wards and improve your bargaining power with upstream suppliers. At the same time, can also through the experience of the exhibition hall, and has cooperated with the brand business linkage marketing, the online customer invitation to the offline and brand interaction, active customers, but also strengthen the relationship with the brand.
two modes of
One of the
of the model is that there are already large physical stores that have stores that shop online for the concept of consumption inventory or wading electric quotient. For example, the Beijing Dorset department store's Dorset Spring saite.com, the Beijing Yintai department store's Silver Thai net yintai.cn and so on are the solid store support pan-luxury electricity dealer.
to Dorset Spring saite.com as an example, it is in Dorset OLE store goods for the support, the goods are more abundant. Even some of the most famous brands, such as Versace, are especially full. It is those who have the background of physical department stores, or the background of foreign electric companies, luxury goods, began to join the industry, the competition is increasingly fierce.
March 22, the U.S. luxury Hundred years old store Niman Margo Group to China luxury online retail website Charm Hui invested 28 million U.S. dollars, the use of E-commerce business landing in the mainland China market. Niman Margo uses "Big buy the Hand mode", establishes the formidable buying hand team, with the luxury brand, the designer brand sign the contract directly.
Buying hands plays an important role. A brand may have 200 to 300 products in one season, while the buyer picks out 20 to 30 of them with experience and vision. "Buy Hands" is also the Sun Yafi as the representative of the domestic luxury electric business entrepreneurs ambitious plan.
