How to solve the problems of second-hand luxury in the temple library

The Temple Library is a platform for second-hand luxury goods , to try to solve the industry problems of second-hand luxury goods by providing the after-sale guarantee, online and offline business synergy.

As early as 2008, Temple founder Li Zhico to prepare to do second-hand luxury business, but for his ideas, around few people are agreed. Second-hand luxury goods usually through the pawn shop or those scattered second-hand luxury consignment store transactions, although it is easy to think, it is difficult to big.

The pawn shop, which is mainly lending, is a financing service rather than a commodity transaction, more like a financial institution than a store. While second-hand luxury shops are directly geared towards the consumer market, it is difficult to grow as a result of deficiencies or deficiencies in the identification and after-sale maintenance of luxury goods, and the mainland consumer market is more fragmented than Hong Kong and Japan itself.

Temple Library through the establishment of appraisal and Evaluation Technology Center and Conservation Center, a good solution to the early stage of identification and maintenance problems. At the same time through the online Mall + online Experience shop model, will be dispersed consumers very well organized. According to the data provided by Li Zhico, last year, the Temple warehouse sales revenue of more than 200 million yuan (the company obtained 10% or so), in recent years, the average year to maintain a few times the growth. Registered members of more than 500,000 people, active users (3 months to complete a consignment, purchase or maintenance) more than 20,000 people.

In May this year, the Temple Bank announced a second round of funding for 30 million of billions of dollars. In addition to the United States IDG Capital, participating in this round of financing are ventechcapital (Yintai capital), Bertelsmann Asia Investment Fund (BAI) and Sen Investment (Creholchina).

Before the temple, Li Zhi learned to do many years of traditional trade business, surrounded by a group of friends who have a good ability to consume, at the end of the 1990 years often friends with family to go abroad shopping. By the time of 2007 years, Li Zhico found himself at a friend's party, similar to "last spent tens of thousands of pieces to buy things used up really inappropriate", "friends send things can not be used, and not to transfer others, do not know how to do" such feelings began to rise, which let Li Zhico initiation of the idea of doing second-hand goods consignment.

At that time, according to China's Thrift Industry Association statistics, the domestic daily amount of idle goods more than 5 trillion yuan, of which the gift market caused by a large amount of idle goods is more than 500 billion yuan, and this figure is still at 5% annual growth rate. Li Zhi to judge, the domestic second-hand commodity transaction huge stock market has formed, and will grow rapidly with the enhancement of Chinese consumer's consuming ability and the promotion of consumption level.

July 2008, the Temple Library project officially launched, Online Mall on-line. October, Temple consignment The first online experience shop in Jinan Wei opened. At the beginning of the period, the temple did not focus on the category of luxury goods. As long as users of second-hand idle goods, can be online or experience shop consignment. At that time the shop consignment from children's toys, refrigerators, televisions, natural jade bracelets to luxury clothing, L v bags everything. "Like a grocery store".

Li Zhico soon discovered the problem, on the one hand, children's toys, second-hand household appliances and other living objects of the consignment value is too low, on the other hand, too rich consignment varieties in the circulation and category management also face a huge challenge. In the second half of 2009, the team became increasingly aware of the need to focus on high-end luxury consignment. July 2009 Temple under the lease of Beijing built outside SOHO100 more than square meters of shops, has been completely farewell to the "grocery store", to become a specialized management of second-hand luxury consignment company.

The allure of the luxury market is undoubtedly immense. The China luxury Consumer market survey, released by Roland Berger Management consultancy in May this year, predicts that in the next 10 to 15, the global luxury market will grow by 40%, with nearly 20 billion euros growth coming from the mainland market. In the industry, second-hand luxury goods are generally considered to be 5% to 10% of the market size of primary trading.

How to attract the first batch of customers is the first problem before Li Zhico. When opening a shop in Beijing, Li Zhico did not do too much propaganda, but through the introduction of friends and acquaintances, trying to find customers over consignment. For most customers, the first consignment experience will largely determine whether or not to continue here consignment, which is where Li Zhico most effort.

In the process of consignment, the first step is the identification of consignment commodity authenticity and fineness, which is also the most important part of the consignment process.

As early as in September 2008, Temple Library's first online experience shop opened one months ago, Si Ku Three founder has obtained the National Appraisal Appraiser's qualification. In the first experience shop opened at the same time, the establishment of "Temple of luxury Evaluation and Assessment Technology Center." "Authentication and authenticity" and "evaluation price" are two important responsibilities of the appraisal and Evaluation Technology Center. "If you can provide customers with ' real ' and ' real ' stuff, it's attractive to consignment and consumers," he said. "Li Zhi theory.

To quickly obtain consumer trust, a feasible way is to find the industry's best people, formed into a professional team. "Many of our appraisers have more than 10 years of experience, and their expertise and confidence can provide a sense of security for consumers," he said. "Appraisal and Evaluation Technology Center needs not only to make meticulous identification of each piece of consignment, but also to standardize and process these steps, so as to ensure the quality and efficiency of the identification in the case of consignment scale expanding and species increasing."

In addition to identification, another important aspect is "pricing". For the pricing of commodities, Temple Library has a complete database system. Consignment in the temple of the goods, according to international standards of luxury classification, the use of new to the old is divided into N, S, A, AB, b five color grade, N-class is a new product, and B-class use and wear the most degree.

First-time consignment customers, for how to price almost ignorant, appraisal center of the pricing Division will patiently explain to customers, from the fineness of luxury grading, to the brand style market pricing, and then to similar consignment products of the general sales cycle, a variety of information conveyed to the consignment, and the final pricing power to the customer himself, The role of a staff consultant. Often in a few exchanges, the customer and the pricing division will become familiar with, and even become friends, but also on the luxury of other in-depth exchanges.

Have done the "appraisal" and "pricing", customers in the temple consignment experience is guaranteed, began to have a small number of active users, these people every once in a while will come to the temple consignment or Taobao, at the same time through these users to establish a reputation, and help temple library attracted more users. But only rely on word-of-mouth dissemination of the accumulated users, not enough to obtain the required supply, whether in terms of quantity or category of the rich degree. This affects the product update and turnover speed, in the same time will affect the customer's shopping experience.

IDG a tens of millions of dollars of financing so that Temple Library has the opportunity to further expand business scale. Using this financing, Li Zhico opened the country's first second-hand luxury consignment and exchanges of clubs "library Club."

This library will be located in Beijing's luxury landmark Jinbao Street, which brings together a large number of world-class brands, luxury hotels, top clubs, high-end shopping malls, grade A office buildings, as well as hotel-style apartments. To choose such a place, the temple Library tries to convey a high-end, pure luxury culture and lifestyle to consumers.

The club is a good embodiment of Li Zhico's idea of "doing things right". Library thousands of square meters of space, set luxury display, trading, identification, maintenance in one. There is a member area and a number of luxurious private rooms for VIP members, equipped with a dedicated identification service counter, with a number of professionals from the Appraisal and Evaluation Technology Center to provide advisory services to customers who come to consignment. Also has a luxury care center, even if you are not to consignment or buy goods, you can also come here for the maintenance of luxury goods.

At the same time, temple library in the accumulation of user strategy has also changed. In the accumulation of word-of-mouth at the same time, Li Zhico began to focus on the layout of large customers. Temple to start with some wine, yacht and other high-end clubs to cooperate, through luxury appreciation, investment and other theme forums, free to provide luxury appraisal forms, to launch these high-end club members to the temple consignment, once there is a deal information, timely feedback to everyone. In addition, when some public relations companies, real estate villa projects to do activities, Temple also provided free of charge for its luxury "to support the field", by the way to its users to promote their own, expand the supply source. "So slowly the market opened."

The location of Jinbao Street gives the temple a more direct access to high-end consumer groups. Larger and more professional shops bring more comfortable consignment and shopping experience, but the initiative with high-end clubs, banks, real estate companies, but also for the temple brought more customers. Then in the temple consignment luxury goods, whether from the quantity or quality has been a huge upgrade, "on average 15 days to 30 days to complete a turnover", the temple of second-hand business really flow up.

At the same time, online Mall + offline experience shop collaboration model, but also to help the temple to obtain a faster growth. "Compared to the general merchandise, luxury category for the user experience requirements are much higher, so the offline experience shop is very important to show the gathering point, but also the important place to serve high-end consumers." Online E-commerce is targeted at a wider range of users, expanding coverage. Says the Bertelsmann Asia investment Fund. For example, some experience shops can not be set up in the two or three-line city users, directly selected in the online mall under a single, temple library will be goods through Third-party logistics, in the form of a full amount of insurance to send to the user.

According to Li Zhico, customers will generally first choose to experience the store entity feel the style and appearance of goods, in a number of consumption, the two sides to establish a certain degree of trust, the offline purchase behavior will slowly turn to the line, directly through online purchase to complete.

At present, the temple has a 30-member E-commerce team, online sales have broken billion, more than 90% of the income from the user's consignment goods. For inconvenient to online experience shop for consignment users, Temple also launched the online consignment services. The user only needs to take four photos to the website, after the appraiser appraisal passes, only then will consignment merchandise mail to the Storehouse club can complete the consignment process. And through a large number of users upload photos, Temple Library can understand what these users are using what luxury, their preferences and buying habits, and targeted personalized product recommendations.

In the Li Zhi program, when the pattern matures, offline stores play more of a display and radiation role, and most of the sales should be done online. "Now the line of online transactions accounted for half, but the maturity should be online sales accounted for 80%." "he said.

Not long ago, Temple also launched the "Joint-stock Mall" section, as a supplement to the original category. "Associate Mall" is currently based on new goods, mainly and some brands, two or three-line city channel vendors to sign the supply. The next step would be to slowly increase the proportion of second-hand goods, such as working with second-hand bag dealers such as the Milan station.

After receiving a second round of 30 million dollars in funding, the temple's second chamber was opened last month in Nanjingxilu, the busiest commercial site in Shanghai. This meeting occupies 1500 square meters, is bigger than the Beijing storehouse clubhouse, the function is also richer, has the red bar, the cigar bar and so on place. "We hope that these high-end consumers in our store can form an exchange of luxury brands, cultural exchanges, fashion exchanges." Li Zhico said the club in Chengdu is also under construction, but in the short term the company has no plans to open a clubhouse in more cities.

Li Zhico the club as a brand, trader, dealers and individuals to open the factory, he hoped that the other side of the repair and maintenance to the temple to do, this is the temple to build the "one-stop" luxury service provider concept of the core part-through the luxury Appraisal Assessment Technology Center set up industry standards, Tie line under the consignment sales let customers participate in, and finally through the provision of industry-wide luxury maintenance services to achieve sustainable competitive advantage.