Operation Analysis of Electric Business website: The successful password of luxury electric dealer

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Some people will call this year the luxury electric dealer, luxury electric dealers not only in endless, but also money rolling, a number of luxury goods dealers to obtain the favor of investors, the domestic luxury electricity dealers half a year to raise nearly 300 million U.S. dollars, of which only the goods will be monk products net is in the recent financing of 50 million U.S. dollars, the other several are tens financing. The bullish capital is often a wind vane, the representative of the industry to be cast, so we see big electric dealers also can not calm, Jingdong, every guest's luxury channels are ready to go online, luxury e-commerce market in the 2011 is a prosperous scene.

Why are luxury electric dealers so hot?

This is the domestic white-collar and the demand for luxury goods have a great relationship, and foreign several NB of the luxury electric dealers have links. Because others have set an example, set the benchmark, need to do is ctr+c and ATOC (Ajust to) can.

However, some of the domestic luxury electric companies to the teacher Vente-privee, but only to learn a fur, Conditionings made a website, did not understand the industry's real success factors, we have reason to believe that such a site is difficult to go very far.

Any industry has a knack for key success factors in the industry. Of course, does not mean that master the key success factors will be successful, but the lack of understanding of these elements and judgments, naturally can not control the industry law, success will become very difficult.

Key drivers for the industry

What is the most important thing for a luxury electric dealer?

We first listen to still product network CEO Zhoshi How to say:

"Luxury electric dealers want to escape from the violent Red Sea, successful access to the blue sea must be passes: goods procurement, online trading, packaging and distribution, after-sales service, Operation and service optimization." "The meaning of the words, 5 links to do a good job of optimization into the blue sea."

If the whole necessary process to do well even blue ocean, this shows that the industry is completely in the early stages of chaos, the leader is not you do too good, but opponents are too bad.

To understand what is a key success factor in the industry, let's first figure out what's critical to the site. The answer is clear: users.

The internet age has always been the user of the king.

Have the user all mode to talk about, no user all mode without talk.

The same is true of luxury electric dealers, the key is to accumulate a certain number of loyal users.

Some time ago, a friend of Internet practitioners and I said that for this kind of website, the shopping experience is the most important. This is a correct nonsense: because the shopping experience is relatively big, now many electric dealers more value. Strictly speaking, goods, delivery speed, security, services can be considered as part of the shopping experience.

If we focus on the scope, we find that the most important thing for a luxury electric dealer is "goods" at first. There is no quality and low discount supply protection, you are not playing competitive.

Of course, this intermediate speed is also very critical, but the speed of a certain protection on the line, you are 3rd or 2nd arrival is not the most critical difference, the biggest difference is "goods." Because the luxury goods and books, daily necessities are not the same, it is a high price, consumers on the quality of goods additional picky.

In this industry, consumers are most afraid of fakes. So, pay attention to observation, you will find that the domestic electrical business almost exclusively emphasis two words: authentic.

But if the brand is not authorized, your authentic there is a certain risk.

As we all know, luxury goods have their own sales channels and selling logic. It is unwilling to break the price system, damage the brand value, so the channel also strict control.

For example, LV staff said: "Louis Vuitton in the global business policy is not authorized, not agents, not to find partners, all sales channels are straight camp." Currently in the United States and Japan, Louis Vuitton has opened a network shopping business, but also limited to its own official website. Armani also has staff said that at present Armani headquarters in China only authorized net purchase channel only Emporio Armani's official website, in addition never authorized any other website.

Then the net trader sees LV and Armani is the real or high true counterfeit of a goods, become a probability event. Do not get the strong support of the brand, rely on buying hands everywhere, a small bit of good control, a large scale is very easy to make a mistake, once there is a fake, in the rapid dissemination of information today, you painstakingly create a genuine image will be the same discount. At that time, the electricity quotient becomes double discount: Luxury discount + "Authentic These two words also discount".

Therefore, the goods are the key, the goods from the source to grasp.

At this point, every business need to ask themselves, with what I can get high-quality sourcing. Let's take a look at the success factors of the world's number one luxury vente-privee, and you may know why he can get a good supply.

The success factor of Vente-privee

1. Leadership elements

Vente-privee's CEO Glen has been in the fashion retail circle for more than 20 years. In the 80 's, he was already a veteran of the French fashion industry, 2000多万件 to buy stock from luxury brands and some sports brands and earn profits by selling spreads. Years of experience, let Glen and brand business to establish a good relationship. Therefore, the experience and relationship precipitated by the leaders ' elements is undoubtedly the basis of the supply base for the rapid development of vente-privee.

2. Elements of business model

Vente-privee in French means "selling sales". In a word to sum up its mode, that is, "the way to buy a discount on the sale of brand name of the season inventory products." So Glen once said, "many luxury brands will need us in the future because Vente-privee can help them digest inventory." ”

But the luxury has always been "The Emperor's daughter is not worried to marry," even the inventory, tail goods to sell decent, can not destroy the brand image. Therefore, the way to digest inventory before, either into their own retail stores, price reduction department stores, or through the invitation of the sale of samples will be sold, of course, the latter will make luxury feel more respectable, but also they are willing to adopt the way.

To understand the characteristics of luxury goods, network discount sales must pay attention to a word "decent", how to "not price" to sell inventory, fast revolving funds, determines whether the brand is willing to cooperate with you.

Vente-privee insights into this key, while maintaining the high-end image of the brand while digesting inventory.

So, Vente-privee's foothold is two: sales platform + brand value-added platform. Many of the domestic luxury discount electric dealers belong to the former-sales platform. Sales platform not to speak, product online sales.

Brand value-added platform refers to the display and sales, but also a good opportunity for brand communication.

To strengthen this capacity, Vente-privee.com now has the largest digital photography studio in Europe, where all of the products sold on the site are first to be filmed by Vente-privee.com's own photographers and models, and a music production center has been set up at its headquarters, with original music for a short ad. These images, music and video are well made, which is equivalent to a repackaging of the brand. Brand repackaging ability has always been vente-privee extra attention, which captures the luxury brands of their own image of the "face-saving" mentality, to cater to their preferences to introduce a lively and with additional dissemination value of the sale program, which adds a free publicity channel for businesses.

Below is vente-privee.com an image advertising film, Absolute International Master level.

The key is that it's the icing on the cake two times enough to pack the ability, so that online snapping can also drive the physical store sales, at this time, almost no brand will reject this behavior, only more than 1200 international fashion and luxury brands established a cooperative relationship.

Actually, we can deduce it. It is precisely because vente-privee positioning to help businesses quickly digest inventory, revolving funds. At the same time consider the characteristics of luxury goods for its brand-value-added transmission of the protection system, low discount sales not only not price, but also affect the offline sales, create brand loyalty.

In order to maintain the relationship between the merchants, to protect the source of supply, with a strong support for the supply, to further circle the stability of high-quality and rapid growth of customer groups. Customer group growth to a certain scale, sales platform integration ability to further improve, at this time its brand value-added platform ability to continue to consolidate, goods procurement, online trading, packaging distribution, after-sales service, Operation and service optimization, such as normal functions can be continuously optimized, this is the essence of vente-privee success.

From this deduction, we can see that Vente-privee has a key: the brand value-added platform, by our China many luxury electric dealers ignored.

The site has no sense of beauty, the only attraction is the original price after the discount price, the picture is only the plane of the display, more is also the European and American ready-made picture display, lack of three-dimensional brand value, and even a decent copy are not, at this time, sales are relying on prices to produce the only attractive sales, There is no additional benefit to the brand, which is precisely the biggest worry of luxury brands.

Based on this, we can list the following formula:

Vente-privee= Inventory Sales platform + brand value-added platform;

Some domestic luxury electric dealers = Discount sales platform;

Who is superior to the inferior, one can imagine, missing a leg, only jump to walk, it is impossible to run fast.

3, Marketing strategy elements

The sale of luxury goods must not be for everyone. Vente-privee the traditional brand discount shop to the Internet, and then use the "Do not enter" principle to keep the luxury of this, it is only for the member sales. Within the limited time (generally 2-3 days), for the brand organization special product sales, 48 hours before the start of the sale, the website will invite members to participate by mail. It is usually sold to members at 30 percent-70 percent prices.

It is worth mentioning that only members of the website can participate in the transaction, the new members must pass the invitation of the old member to join.

No old member of the invitation, where cool go to rest.

This invitation is designed to cater to the preferences of many fashionable luxury brands, who are usually only willing to face a subset of their customers, thus maintaining their "high-end" image. Even if the sale is sold to the rich, so that my potential customers take advantage of the future to form brand loyalty.

This "do not enter" principle to build a relatively closed E-commerce platform, not only to meet the needs of brand customers, but also create a sense of mystery and increase attractiveness.

Visible, his sales strategy is also to cater to the characteristics of luxury sales, to win the recognition of brand dealers, to please the brand, its partners will continue to increase, sales of the quarterly inventory products this model will be due to the product's strength and sustainable.

In short, there is no more than 20 years of experience in the luxury retail circle and the relationship between the reserves, not as a brand of inventory problem-solving positioning; without its brand value-added platform, the core competitiveness of the building; it is impossible to achieve such rapid development without its sales design catering to the characteristics of luxury selling.

Vente-privee embodies a "I for everyone, everyone for me" spirit.

Whether the model design or sales design to help the brand to create greater value, because the number of collaborators, and then the partner's products to win many users, and then through the user to integrate more partners. The forward loop is formed.

Against the domestic electricity business, lack of grant, there is no way; lack of brand value-added communication platform; Lack of understanding of the characteristics of luxury goods sales, there will be no strong brand of goods support system, will not form a loyal customer crowd. At this time, only with "money many people silly speed to" the superficial understanding to kill into this industry, perhaps will be quick to come, unusually solemn and stirring walk, the only contribution is to help push big a bubble.