The Electric Chamber of Commerce, the emerging concept of light luxury goods, usher in a brighter future for them.

In the Chinese electric Dealer website Big Shuffle, the luxury item project gradually loses the halo, becomes silently. Some of the new concept of light luxury goods, will usher in their vision of a better future?

Light Luxury goods is the concept of the popular in the past two years, still goods network in the last year clearly positioned as light luxury electricity dealers. The fiery moment of carving the beef brisket restaurant, roseonly flowers are also a typical light luxury.

In the Shang Product Network CEO Zhoshi, Light luxury is a kind of life attitude, and show off, more is the pursuit of quality and the love of the ego. He believes that with the development of the economy, people's demand for quality is bound to become more and more vigorous, especially the white-collar family becomes the main consumer group of light luxury goods.

As a result, the product network in the establishment soon, it will be from the demand for cheap flash purchase platform for the light luxury areas.

According to Zhoshi revealed that the current product network registered members up to more than 3 million, platinum members (cumulative consumption of 30,000) more than 200,000. Sales this year rose 300% from a year earlier.

Zhoshi to Tencent Science and technology, said that still product network only three words: Brand licensing, buying hands, light luxury goods.

Brand Licensing

Shang Network positioning light Luxury, has been Sergio Rossi, DVF, Stuart Weitzman, Milly, laundry, Juicy Couture, DKNY, DIESEL, Thomas Pink, such as nearly hundreds of brands authorized, This is mainly the international line of clothing brand of the vice licensing products, and some well-known second-line brand products.

"To do high-end products, without brand authorization, you will not be able to get the new season, and, in the era of fakes rampant, can not win the trust of consumers, this situation is very ridiculous." "But initially, how to get these brand authorization, but let Zhoshi most headaches."

He said that he first went to Italy to attend a brand launch, the press conference explicitly forbid the Chinese to enter, because foreigners think the Chinese people go to the conference is to take the phone to shoot products, and then carry out the cottage.

"Many well-known brands do not trust Chinese businesses, but also distrust China's electricity companies." They are afraid that the internet will have a bad effect on their brands, and doubt whether Shang can produce value for the brand. "Zhoshi said.

In another example, the product network to get the French famous brand LANVIN authorization, negotiations lasted nearly two years, mail as many as hundreds of letters. Fortunately, Zhoshi said, Lanvin will be in the Shang product network opened its first network official flagship store in China.

However, Zhoshi also talked about the difficulty of luxury brands running their own online stores. Mainly because of two points: first, the Internet traffic is the key, there is no traffic on the hard sell, and luxury brands lack access to continuous flow of the internet gene and thinking; second, luxury brands often do not have the energy to undertake a large number of shop line work, including system management, online services, warehousing and logistics, it is difficult to provide professional electrical business-like user experience.

Buy a hand

Only take the brand authorization, not only can not meet the product net light luxury positioning, and sales is quite passive. To this end, Zhoshi hard thinking, and finally found another key mechanism of the Web site transformation: Buy hand procurement system.

Professional buyers to help consumers to product screening, simplifying consumer purchase process, improve the shopping experience, at the same time, businesses can rely on "buy" to create their own brand, or control the site product style, to create a differentiated department store industry. "Han is a clothing house" is a typical purchase of hand-made brand.

Recently, the buying hand system is becoming popular in China. Le Lutin, Alter and other relatively small shop, now the name of the head also called very loud. Even Carver once withdrew from Shanghai and returned to the market in October. Not long ago, the opening of Corso Como in Shanghai Jingansi also caused a boom.

Zhoshi Introduction, Buy hand system the most precious resource is excellent buy hand, this very rare. In order to find the right person, he spent one months in Hong Kong. See senior buy Hand Winnie, two people hit.

Winnie, who has been engaged in buying jobs for nearly 20 years, is one of the oldest members of the I.T, and has served in the West Wu department store and even Carver Hong Kong. To the Shang product network two years, she trained a 30 people of the size of the buying team.

Each buyer is responsible for the different categories according to their familiar field. "Shoes to buy hand must be a shoe-crazy," Winnie laughs, "fashion buying hands also have to love fashion." ”

In the spring, summer, autumn, winter season, each year, each buyer needs to fly to Italy, France, the United States, Britain and other place, for four orders. The goods they bought, divided into different trends, and then subdivided into different styles. Since then, the buyer team will be in accordance with the classification, will be a single product chap out, and modeling team together to finalize the matching program, in the Shang product online, consumers can buy a key product.

In the procurement process, in addition to the higher consumer acceptance of the brand, still goods network buying team will gradually introduce a new brand of tone. Winnie that this can be combined with a high level of cognitive brands to build a new style, and inexpensive.

However, still goods network in buying hand procurement is not smooth sailing. In the first quarter of 2012, the goods bought 10 million of the American brand, the result is not sold, it took a year to clear off. Since then, the product network, buy a hand in the purchase of products, to 70% based on large data information, 30% according to current and expected trend.

Return to the nature of business

Although the concept of light luxury goods, but still goods net is a business, business must follow the rules of the game of business.

Zhoshi that the main reason for the death of those who had been in the scene was the logic of their business. For example, do "own brand". Need to distinguish between the end is the channel brand, or product brand.

Is the channel, need more commodity quantity, better commodity combination, better channel experience, only then may offset the high flow to introduce the cost; is the product, must practice the full strength, does the better product experience, the modelling more attractive brand story, does the brand connotation long-term accumulation.

As a channel and power to do their own brand, often is the false proposition of the hand and hand, not only the resources will be dispersed, users will be confused.

In Zhoshi's view, the electrical business must first return to the channel itself, to consumers a reason for purchase, a better choice, more convenient payment, faster distribution, more convenient return and replacement services.

However, the product network is also facing the challenges of logistics and so on. After the first international fashion Shopping festival, Shang invited Tencent Science and technology to witness the phone awards to the winning users of the site, when it comes to the recommendations of the Shang product network, two winning users said that logistics is too slow to receive goods even up to more than 10 days.

Zhoshi in response to this, the site in the user experience is still insufficient, the near future is about to focus on breakthrough issues. In the next few days, all the company executives will go to customer service, warehouse and other front-line, to experience.

At the same time, Zho Shicheng said, will soon carry out the line 020, the direction is mainly the product after-sale maintenance and clothing tailoring.