A luxury-focused E-commerce site recently acquired photo-sharing applications Kaptur

Abstract: Tencent Science and Technology (Zhang Dongyue) July 26 News, AHAlife, a focus on luxury E-commerce site recently acquired a photo-sharing application Kaptur. Why do luxury electric dealers buy photo-sharing apps? The deal seemed unusual, or

Tencent Science and Technology (Zhang Dongyue) July 26 News, AHAlife, a focus on luxury E-commerce site recently acquired a photo-sharing application--kaptur.

Why do luxury electric dealers buy photo-sharing apps? The deal seems unusual, or, according to some people, "very creative".

Picking

Last March, in Instagram's photo-sharing frenzy, Kaptur launched his own photo-sharing app. The app quickly gathered a large number of followers on Facebook, and as a result of the viral-sharing feature, 60 million users saw 250 million photos shared. The company also received 2 million dollars from a number of angel investors. But, according to its chairman Tejpaul Bhatia, they have tried to aggregate content, advertising, and the sale of photo albums and many other options, Kaptur has not found a solid profit strategy.

At the same time, the AHAlife, with 45 employees and nearly 20 million dollars in venture capital, provides users with the luxury of 2000 independent designers and offers professional reviews of these luxuries. But its membership and sales have not yet been announced, only claiming that after the Kaptur acquisition, the joint entity will have 1.5 million users.

In this sense, AHAlife can make a profit, but the number of users is small, and Kaptur has enough users but not profitable (or less profitable). If the combination of two entities can solve the immediate problem, the answer will soon surface.

AHAlife founder and CEO Sana Mei (Shauna Mei) believes that his company needs Kaptur viral marketing experience to expand the user base, "they are proficient in viral marketing." She points out that Kaptur can apply its algorithms to anything, "they can find ways to get traffic to any Web site, and because of the popularity of Instagram, they just apply this algorithm to photo-sharing applications." ”

The elite or the public?

Given that AHAlife's interest is only on luxury goods, the move is still unthinkable, because luxury goods are defined by the elite, not the Facebook crowd.

Despite the disparate positioning of the audience, Sana Mei believes that a luxury website still needs window shoppers, those who only go shopping. She thinks it's like a physical store on Madison Avenue, "window shoppers are just as important as real buyers, they may buy only one item a year, but they also give real shoppers a sense of superiority." Sana Mei has served as a brand advisor in Matthew Williamson.

Some morbid psychological factors play a role in it--shop-window shoppers want these luxuries, but expensive prices discourage them, making luxury buyers feel superior. At the same time, luxury brands are trying to train window shoppers as real shoppers, Sana Mei said. "Nurturing people who start appreciating luxuries is building a mass base for luxury brands." ”

In the past, shop window shopping in the world of electric business is not common. Online shopping is usually done by a person on the home desk or on the couch. But social media are changing the situation. It's called "want!." , a similar headline is often seen on websites such as Pinterest and Tumblr, which are so flooded with users ' interests. Kaptur is good at socializing and photo sharing, which means it can attract a number of window shoppers for AHAlife to increase popularity and change its reliance on a single word-of-mouth marketing development.

Cater to the internet age

has always been high, the maintenance of their senior, elite brand image of luxury brands to the network of "cock Silk" to open their arms is almost counterintuitive, which may lead to embarrassing situation. Chanel is a classic example: It's the most shared brand on Pinterest, even though it doesn't even have a Pinterest account, let alone a dealer store; Chanel's image on Twitter is bad. Like its peers, Chanel's image on the web looks cold and stiff.

But some luxury brands have been successful online. Burberry, with its advanced digital marketing strategy, gained 15 million followers on Facebook. In those brands that value E-commerce, J. Hilburn has gained 26 million of billions of dollars in venture capital as a newly grown luxury brand.

The latest study in the US Internet magazine predicts that mobile E-commerce sales will increase by one-fold in 2013. emarketer, a market research firm, expects E-commerce sales in U.S. apparel and accessories to grow to $224.2 million this year. To succeed, AHAlife must cross the line between high-end luxuries and social networks that are free, popular but with unlimited business opportunities.

AHAlife will maintain Kaptur independent application identity, but Kaptur will also integrate AHAlife's viral marketing engine into its own web site. Sana Mei believes that photo sharing and positioning are important to any electric dealer, which means that ahalife will eventually need to build some form of photo-sharing engine internally. So AHAlife bought one for himself. Whether or not the traditional luxury brands will cater to this trend, photos have become the new language of the internet age.