Diamond Bird: pure electric business platform is not a luxury and other non-standard products of the main channel

Absrtact: April 29 News, jewelry Network brand Diamond Bird COO Liu Shihao recently said that the pure electric business platform is not a luxury goods and other non-standard products, but the line with a combination of O2O way to achieve. Liu Shihao Frankly, diamond birds and other diamond-like products in

April 29 News, jewelry Network brand Diamond Bird COO Liu Shihao recently said that the pure electric business platform is not a luxury goods and other non-standard products, but the line with a combination of O2O way to achieve.

Liu Shihao Frankly, diamond birds and other diamond-like products in all online electric platform sales are not big. One of the better cat, is due to the Jewelry category attribute to understand relatively more. Other channels of electricity sales are still limited.

"Your understanding of the channel is what it looks like, each channel is not a certain characteristic." We now understand it more as an online exposure channel. "Liu Shihao pointed out that the main source of diamond birds from the Internet, especially the community, forums, etc. through Word-of-mouth marketing users to gain more focus, but the pure electric platform is not the main channel of diamond birds. "Our users must be a combination of line online, diamond birds are the first to do O2O mode." ”

Compared to other categories, the Diamond brand is more the result of the line, one of the important factor is the customer unit price will produce a big difference.

Liu Shihao that, if a diamond products in the online customer price of 2000 to 3,000 yuan, online may produce about 20,000 yuan per customer unit price. On the other hand, the reason why all do online will be more difficult, but also in jewelry and other luxury goods in the sales process, the user itself needs emotional experience participation, rather than simply chasing price tags.

According to Liu Shihao, diamond birds were the first to sell diamonds in ebay, but due to credit problems, in a certain stage of customer unit price is difficult to improve. and the establishment of physical stores is to solve the credit degree of the best solution.

"Whether a definition is a brand or not is an important measure of customer awareness." If only the people of the Internet are aware, their loyalty will be weaker. If the customer thinks you are only a network brand, its added value will not be very big, so we have always said that the diamond Bird is a combination of line, development strategy may be the line on the common operation. Liu Shihao said that after opening the first online experience shop, 80% of the revenue from the Internet to do traffic, the flow into the experience center, Experience Center to undertake.

2012 Survey, the Diamond Bird line under the real shop total 11. Liu Shihao had expected the 2012 Diamond Bird business to reach 900 million yuan a year, up 50% from 2011.