Electronic business is the intersection of Internet and traditional economy luxury needs to choose the right mode to enter the door

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Buying a hand: the fun of buying a hand is unsanitary surprise and discovering the freshness of the unknown.

In the first half of the 2011-year period, there were 12 financing cases, with a total financing of $283 million trillion, up to a record high, according to a survey published by Chinaventure Group.

However, the luxury is different from the previous in the online shopping in the book, Clothing, electrical appliances and other consumer goods, brand-oriented features especially obvious, shop and physical stores between the ravine is deeper. At home, what is the way to enter the luxury goods dealers can be the fastest profit, go the most stable?

Buying hands is a "fighting" hand.

Buying a hand is an activity that tests eyesight and endurance, I have enjoyed, wearing high heels, walking in the strange city corner, shuttle in the sea, with a pair of good to explore the eyes, looking at the city's fashion elements, jet lag, acclimatized has been lost in the brain, greeted me is unsanitary surprise, and to explore the unknown freshness. In the next minute, you never know what good things you can find.

Buying hands is not only shopping so simple, we also take responsibility. Our first task is to explore the basic functions of different age groups to meet the needs of consumer fashion products. There are cultural differences between countries, some foreign unpopular goods, to China may also be very popular.

2009 Gu CCI launched the Valentine's Day limited edition Peach Heart Boston Pack. The classic Boston bag is pink peach heart as embellishment, the main 25-30-year-old girls, the Chinese age group Hahanhaz More, I think this sweet-type bag must be suitable for Chinese consumers, we directly from the brand to purchase 10. Sure enough, this product is quickly out of stock on our website, and there are many customers who want to buy it.

I made the judgment that the package was good because it was a sweet style for young Chinese consumers who didn't sell well in the U.S. because most American girls were sexually attractive and athletic.

I immediately called the buyer in the United States and soon contacted the Gucci brand. Sure enough, the brand to inform the package is limited edition, but in the physical store sales is not ideal, has been offline to the brand inventory, there are still some inventory. I made the decision to take the Gucci brand of the United States all the inventory of the package of all procurement, about 30, all shipped back to China. The accurate judgment of the market, let Gu CCI brand merchants for our future supplies to facilitate.

Many brands of luxury goods, in addition to everyone familiar with the regular brand, there are many designer brands are also great, but they lack visibility at home. As a buying hand, we also need to use fashion sense to explore new brands.

In Florence, Italy, we stumbled upon the old fisherman's old Italian brand, and angler to contact the brand to invite us to visit their factory.

There, we know what is a real handmade version of luxury goods, I can not hear any machine noise, see, are some old craftsmen wearing aprons, handmade stitch sewn up. The skins used are only the best skin of the belly of the cow, and the special handling process is added to the pig rapeseed oil, making the purse especially durable. With nails across, the general purse will leave traces, but the old fisherman's bag as long as the saliva gently swept, traces disappeared.

This kind of leather bag is certainly attractive to the durable Chinese consumer, but the traditional Italian brand lacks the market promotion, in China there is no physical store, also not well-known. We talked to the brand Shang late at night to introduce China's luxury market. The owner of the brand, though already 50 years old, is also interested in the Chinese market, hoping the Chinese can enjoy traditional Italian manufacturing.

Through a period of sales, we found that the brand although not well-known, but the reasonable price, superior quality, quickly get many consumers, we also immediately and brand to negotiate again, become the brand in China's general agent, and began to promote the brand.

As a buying hand, the most challenging task is to order new goods. 2012 Gucci, Prada spring products hand-painted sketches I've got hands, I need to start predicting, what is the trend next season?

Glamour Purchasing Manager Pinggao

The CEO Sun Yafi of the luxury net of the five Avenue

Pine WO Capital investment director Zhang Chunhui

The cost of trial and error is high

South: The United States of G ILT to adopt membership system, to give members luxury discounts, has achieved great success. Many luxury websites in China replicate it and improve it based on China's national conditions. When you created Fifth Avenue in 2009, you chose the online mall model of the luxury outlets to cut into the Chinese market.

Sun Yafi: When I started a business, there are roughly two models of luxury shopping, the first is the G-ilt mode of Membership invitation system, the limited time special selling. The other is the shopping mall model to bluefly.com and Ove R-st O C K. C O M is represented.

The Chinese have a close understanding of luxury goods, which is the time of the last few years. If you want to do G ilt mode, you can only provide G U C I, L V and other brand snapping can be bigger. I think this is not suitable for the Chinese market, so I chose the form of shopping m all. So customers can come to our website to see, first build a trust, and thus form the understanding of the brand. I think this model is more suitable for China, which is in the early stage of luxury development.

South China: What is the difference between luxury shopping and ordinary online shopping? As a channel of the dealer's website, how to form a unique competitive advantage in many competitors threshold?

Sun Yafi: Luxury goods are not the same as other consumer products, other consumer goods can be purchased through a lot of channels, spell the size of the price. Luxury goods are entirely brand-oriented. It takes a long time for a brand to be world-famous. These brands have unique characteristics, have a strong control, will not be free to cooperate with the electrical business. This characteristic has formed the luxury electricity merchant's entry threshold.

Although now every month there are new luxury goods dealers appear, but many do not really with the brand to establish a cooperative relationship, and did not really enter the threshold. Some electric dealers just have some channels overseas, go to the shop to buy a small amount of goods, began to sell, these are not really into the "door" inside. You want to really enter the luxury goods electric dealer, must establish the consummation overseas buys the hand the system, with the brand business dealings, establishes the deep level direct cooperation relations. Or in the domestic and brand agents to establish cooperative relations. Whoever can build this threshold will be the market leader.

Brand dealers pay great attention to brand price, protect the price system, the electric business as a channel, how to do is valuable to them, this is I have been thinking about the problem. Luxury network purchase of the trial and error costs are high, never buy buy, from buy a little to buy a lot, it takes a lot of time to build consumer confidence.

Make the discounts Transparent

South: Chinese consumption of luxury goods is still in the early stage, the pursuit of brands, but also sensitive to price. What factors have you chosen as purchasing manager to judge whether the introduction of the brand is suitable for China's consumer groups?

Pinggao: We did a lot of market research on the Internet shopping group before the website was established. We find that most netizens are willing to buy. We found that by buying online, consumers would prefer products that do not require a size accessory, so we made the introduction of category planning.

For specific brands, we are generally based on the brand's previous sales performance to make preliminary judgments, and then by the buyer's experience and feelings to make judgments. Each introduction of a brand, as far as possible to introduce a number of products to facilitate consumer collocation.

South: First-line luxury brands pay attention to their own brand image, to participate in the luxury market is more cautious. How do you convince these high-end brands to go online and get consistent and stable cooperation?

Pinggao: We communicate the brand has to do offline retail. As long as the offline retail, there will be inventory, and all companies do not want to inventory too much, must find ways to digest. If we can provide a channel that can help them sell and not damage their brand image, many brands will be willing to do inventory online sales.

After I meet with the brand, we will use the luxury goods we know about the development prospects of China to exchange information with them, many brands will be willing to try, but also some brands for the brand in China's development strategy, refused to enter the online shopping market.

In fact, the brand most value the IM Age (brand image) and C R M (Customer relationship maintenance), as long as we can in a sincere attitude to do a good job, we can get long-term stable cooperation. We work with the brand, from product shooting, product description to the production of web pages, to achieve excellence. In this way, although the goods are on sale, but the image looks very high-end, reducing their concerns. We insist on only with the brand side or formal agents to cooperate, as long as we sell the brand on the Internet products, I will certainly let the brand know what products we are selling, what discount to sell.

"Try and buy first"

South: China's luxury websites have been booming over the past year and have been injected with capital. How do you evaluate the current development of China's luxury website, and what are your suggestions for future development and for entrepreneurs?

Zhang Chunhui: At present, the visible luxury website investment hotspot all concentrates in the brand special sale domain. There are different stages in the development of luxury websites. For example, the United States of G ilt to achieve a certain degree, has begun to appear their own brand, because it put high-end brands, luxury platform operating very well, the user's recognition, you can slowly join the own brand.

Another development direction is the purchase website and the offline shop synchronization. For example, V Ipstore (jiapin net) This kind of Tesco club, the original is to do the wrong season, broken code, inventory-oriented high-end brand special services, through the traditional management, accumulated a large number of loyal brand users, but also obtained the recognition of high-end brand manufacturers, and then joined the electronic commerce, open up the traditional enterprise new market channels. I believe in the future there will be a large proportion of products will be synchronized online sales or custom sales. I suspect that a "try-and-buy" model similar to cosmetics is likely to emerge as a new model for the next phase.

Engaged in luxury goods, high-end brand business, whether it is a self-built brand, or foreign models of followers, all need to respect the brand, learning and in-depth understanding of brand culture, so as to have a better mentality to do long-term work. Need to speak good faith, realistically do a good job in the supply chain construction and management, do not use the influence of the brand to do the cottage, shoddy practices such as.

The electric business industry is the intersection of "New Economy (Internet economy)" and "traditional economy (traditional manufacturing)". This industry so far has not been any formal discipline and professional training of talent, completely from the two industry, you have to consider whether there are two industry integration capacity, indispensable. The entrepreneurial team must look at whether they have internet marketing experience, resources, and the ability to build and manage the supply chain.