Luxury appraisal Crack Trust puzzle? The difference competition between the SI-ku network test water

"There are only 300 people in the temple network, and we are starting to make a profit," he said. "At the end of June, Temple Network CEO Li Zhico in the daily economic news," an exclusive interview with reporters revealed.

Li Zhico Frankly, "supply chain" and "trust" is horizontal in front of the luxury electric business practitioners of the two mountains, only across the past, to survive. However, most entrepreneurs have set foot on the road of "burning money" without considering how to solve these two core problems, and the results can be imagined. Temple network can become "left" down the one, remains an unknown.

Luxury identification crack Trust puzzle?

Temple Library was established in 2008, its business including luxury online sales, offline entity clubs, idle luxury goods secondary circulation, luxury appraisal, conservation and so on.

In Li Zhico's mind, the location of the temple is a "service platform for the high-end people." "We can sell all the products they need around the user, not just the luxuries," he said.

We are not stock sales agents, but service platform. "It is reported that the current temple online sales of goods are divided into three categories, one is the brand authorized sales of products, the second is the agent to provide products, the third is the direct sale of products from overseas businesses." Li Zhi, however, is reluctant to publish a list of its authorised brands.

At the same time, temple in Beijing, Shanghai, Chengdu, Hong Kong, Tokyo, opened 5 high-end physical library clubs, consignment of second-hand luxury goods, from which to obtain 10%~15% sales commission.

It is reported that LV, and many other brands have never been authorized in the country to any electric business platform, how to solve the authenticity of the source of goods? Li Zhico explained that this kind of merchandise sold on the temple net comes from some suppliers ' goods or consumers ' consignment products. To this end, the temple network set up a special identification center, there are more than 40 professional qualification of the appraiser, all goods by the identification of the authenticity of the person will be shipped to the consumer hand. At the same time, Temple Library has also established a dedicated luxury after-sales service factory.

Second-hand brand-name trading platform Milan station an insider in the daily Economic news reporter interviewed also revealed that the identification and after-sales service is almost second-hand luxury goods operating a threshold.

In fact, it is difficult to have a unified consensus on the appraisal industry of luxury goods. Senior electrical Business Observer Shi Zhiwei to the daily economic news reporter revealed that second-hand luxury identification is more opinion, it is difficult to have a unified standard, "Second-hand car trading has a unified standard, such as buying time, mileage, maintenance records, but luxury you can not say from the use of time or the new and old degree to judge its value." ”

At the same time, he admits, "pure luxury shop copied to the online model is certainly not workable, must be wired under the support of services." ”

Coincidentally, Milan station also from the line down to the line, its electric business platform has been low-key run for two years, but its website last year's sales of less than 20 million yuan.

Differential competition of water test

The 2012 has become a watershed for electricity dealers, and the General Electric-business platform is gradually waking up from the capital frenzy of 2011 and seeking profits. Luxury electric dealers have also begun to abandon the model, seeking differentiated competition.

Reporter noted that a detail, in the Temple network, "brand" and "Overseas Direct mail" a column of goods there is duplication of the phenomenon. Among them, "brand" goods from the source of suppliers and second-hand consignment, "direct mail" from overseas merchants direct supply.

For the two whether there is internal competition, Li Zhico explained, "There will be no competition, brand goods are more domestic spot, can be quickly delivered, while the overseas direct mail will take 10 days and a half months or even longer." ”

However, in the interview with the majority of the industry and users to see, in addition to fake is a mishap, the high price is also to discourage them the important reason.

The daily economic news reporter found that bicesteroutlet in London, England, bought a bottegaveneta woman wallet about 3500 yuan, but in the Silver Thai network, Milan Station mall and other sites on the price of more than 6000 yuan.

A survey conducted by a foreign information agency showed that the respondents were spending 1397 yuan per capita on luxury goods, which shows that the purchasing ability of Chinese luxury electric buyers is very conservative compared with the offline ones.

However, the Li Zhico does not seem to worry, "not just luxury price discounts to open the market, we can not go to the price to win." In addition, we target a group of users who are limited in exposure to luxuries or do not care about the price. Therefore, the Temple network did not take the traditional purchasing, snapping and buying hands mode.

In addition, he also revealed that ordinary users do not actually continue to buy luxury goods, which led to a high price of luxury site customers, on average a single can reach about 5000 yuan. At the same time, every time the cost of access to new users is also very high, "although the traditional luxury offline market looks very hot, but in fact it is difficult to do to other electrical business industry sites as many times a year growth." ”

Luxury Electric Dealer Rivals

For the biggest challenge in the future, Li Zhi still thinks it comes from the control of the supply chain.

According to him, 2013 Temple Warehouse sales of about 1 billion yuan. Compared with the trillion-dollar luxury consumer market, the figure is slim. At present, the Temple library 85% of revenue from the dealer and brand to cooperate directly with the Commission.

There is no clear measure of whether the 020 test will bring more direct revenue, but it is certain that the cost of both online and offline growth is increasing.

The above Milan station insiders believe that for luxury electric business platform, the biggest difficulty is that the cost is not as low as the outside imagination, and the trend of rising year by year, "We all know that bat three to occupy the internet 80% of the source of traffic, this is not a good news for the electricity business site." ”

In addition, he admits, as China's openness becomes more and more high, consumer access to luxury goods is far more than the physical stores, they can through the global Internet to understand product information and prices. At the same time, more and more people go abroad, overseas market is the Chinese consumer luxury important position. "All of this makes us more competitive, so simple offline stores or separate online sites are not enough to support the development of a luxury platform," he said. ”