"Supply Chain" and "Trust": two big mountains in front of luxury e-commerce

"Temple library network currently has only 300 people, we have started profitable." At the end of June, temple library network CEO Lee daily school to accept "Daily News" reporter exclusive interview disclosed.

Lee daily admitted frankly that "supply chain" and "trust" are two big mountains in front of the luxury e-commerce practitioners. Only by crossing the past can they survive. However, most entrepreneurs can embark on the path of "burn money" without considering how to solve these two core problems. The result is predictable. Temple Library network can become the "left" down that one is still an unknown.

Luxury identification crack trust problems?

Temple Library was established in 2008, its business includes luxury online sales, offline physical clubs, secondary circulation of idle luxury, luxury identification, conservation and so on.

In Lee's heart, Temple Library positioning is a "platform for high-end crowd service." "We can sell around the user everything they need, not just luxury.

We are not the sale of goods sales agents, but the service platform. It is reported that the current Temple of the goods sold online supply is divided into three categories, one brand products authorized sales, the second is the products provided by the agents, the third is the direct sale of overseas businesses products. However, Lee daily school is not willing to announce its List of authorized brands.

At the same time, Temple Bank has set up five high-end physical library clubs in Beijing, Shanghai, Chengdu, Hong Kong and Tokyo to consign second-hand luxury goods and receive a sales commission of 10% to 15%.

It is reported that LV and many other brands have never been authorized to any e-commerce platform in the country, how to solve the problem of authenticity of the goods? Lee explained that the University of Temple Library online sale of such products from some suppliers or consumer products consigned consignment. To this end, temple library network set up a special identification center, there are more than 40 qualified professional appraisers, all products identified by the identification staff will be authentic after the delivery to consumers. At the same time, Temple Library has also established a special luxury goods factory service.

Second-hand brand-name trading platform Milan Station, an insider in an interview with the "Daily Economic News" reporter also revealed that the identification and after-sales service is almost second-hand luxury goods business a threshold.

In fact, it is difficult for the luxury appraisal industry to have a unified consensus. Senior e-commerce observers Hao Zhiwei told the "Daily Economic News" reporter revealed that the identification of second-hand luxury goods is more of a saying, it is difficult to have a uniform standard, "second-hand car trading has a uniform standard, such as purchase time, mileage, maintenance records, etc. , But it is hard to say whether it is luxury or not to judge its value from the time of use or the newness.

At the same time, he said frankly: "The model of simply copying the luxury goods stores online will certainly not work and must be supported by offline services."

Coincidentally, Milan station also came online from the line, its e-commerce platform has also been low-key operation for two years, but its website last year's sales of less than 20 million yuan.

Test the water differentiation competition

In 2012, as a watershed in e-commerce, the general e-commerce platform has gradually woken up from the capital fever in 2011 and turned to seek profits. Luxury e-commerce has also begun to give up the copy mode, seeking differentiated competition.

Reporter noticed a detail, in the temple library online, "brand" column and "overseas direct mail" column there is a duplication of goods. Among them, the "brand" of goods from suppliers and second-hand consignment, "overseas direct mail" is the direct supplier from overseas businesses.

As to whether there is any internal competition between the two, Li explained: "There will be no competition. Brand goods are more domestic stock and can be delivered quickly. Direct overseas mail takes 10 days or more or even longer."

However, in the interview with most industry insiders and users of view, in addition to fake is flawed, the price is too high to allow them to stay away from the important reasons.

The Daily Economic News reporter found that buying a BOTTEGAVENETA long wallet at Bicesteroutlet in London, England costs about 3,500 yuan, but at Intime, Milan Mall and other sites are priced at more than 6,000 yuan.

A domestic survey conducted by a foreign information agency shows that the per-capita cost of a single online shopping luxury item is 1397 yuan, showing that the purchasing power of Chinese luxury electronic commerce customers is very conservative compared with that of the offline one.

However, Li Ji-school does not seem to worry about this, "not just the luxury price discount can open this market, we can not rely on the price to win.In addition, we are targeting some of the more access to luxury goods or do not care about Price. "Therefore, Temple Library network did not take the traditional purchasing, buying and buying mode.

In addition, he also revealed that ordinary users in fact, will not continue to buy luxury goods, which led to the high price of luxury goods website, an average of about 5,000 yuan alone. At the same time, the cost of getting new users every time is high. "While the traditional luxury offline market looks very hot, it's actually very hard for us to grow several times a year like other e-commerce sites."

Luxury electricity supplier opponent and more

For the future development of the biggest challenges, Li Ri Xue still think that from the control of the supply chain.

According to him, the sales of Temple Libraries in 2013 is about 1 billion yuan. Compared with trillion luxury consumer market, this figure is minimal. At present, 85% of Temple's revenue comes from commissions that come from working directly with distributors and brands.

Temple Bank Network 020 trial can bring more direct revenue there is no clear measure, but it is certain that the cost of online and offline are increasing.

The aforementioned Milan station insiders believe that the luxury e-commerce platform, the biggest difficulty is that the cost is not so cheap outside imagination, and showing the trend of rising year by year, "we all know, BAT Big Three occupy 80% of the Internet traffic The source, which is not good news for e-commerce sites. "

In addition, he also admitted that as China's opening up higher and higher, consumers access to luxury channels more than physical stores, they can understand the product information and prices through the global Internet. At the same time, more and more people go abroad, overseas markets are an important position for Chinese people to consume luxury goods. "All of these make us more competitive competition, so a simple offline store or a separate online site are not enough to support the development of a luxury platform."