Shang Zhoshi: Signed with Li Bing to let us not quiet!

The lumpy cloud of electricity dealers can make a three-year-old internet company A worthless one in a twinkling. In the fierce collision of destructive innovation, too high-profile electric business enterprises in the end can only become a surge of fleeting. Truly want to live in full bloom of the enterprise, is bound to undergo a stage of silence, reflection in silence, thinking should choose the road, the accumulation of strength, like a storm before the clouds, only to be thunder a sound. Never been favored by the industry, to the transition from heavy to light, luxury this vertical category, whether is experiencing the eve of the electricity business baptism? The following is the Product network CEO Zhoshi recently some thinking, billion state power network finishing the written, do the following share: The recent electric business Circle Hottest News, It may be that a friend encounters a trust crisis in supplier settlement. From a few years ago, leading the internet fashion, media darling, to today a sound of decline, it is sad, the electric business, really like Stephen Chow in the film said "the ups and downs of life, too exciting." It's been 3 years since I was a dealer, but I often have the illusion that I'm not doing electricity. Because we have been quiet and not like the electric business. I think, on the one hand, because we are really not good at attracting media attention, on the other hand, it is my team and I think that we are doing a business first, and then the electric business. It's business to follow the rules of the game. I think this may be the important reason for the death of the once-famous electric dealers: the logic of their business is not working, for example, "own brand". Speaking of brands, need to distinguish between the end is the channel brand, or product brand? Is the channel, need more commodity quantity, better commodity combination, better channel experience, only then may offset the high flow to introduce the cost; is the product, must practice the full strength, does the better product experience, the modelling more attractive brand story, The long-term accumulation of brand connotation. As a channel and the power to do their own brand, often become a right-handed mutual bo false proposition, not only the resources will be dispersed, users will be confused. In my opinion, the electric trader must first return to the channel itself, give the consumer a reason for buying, better choice, more convenient payment, quicker distribution, more convenient return and exchange service ... These most basic shopping experience, is the electric business enterprise Liki The fundamental, is also the electricity business this trade basic logic. Fortunately, the product has always adhered to this principle: in accordance with the logic of the business itself to operate. Three years, there is a question I asked myself countless times: "Why do users want to buy goods?" as a fashion luxury electric dealer, the customer loyalty to the product from where? The answer to this question may be many, but I most believe that the "deep user experience", that is, the product can provide customers with a symmetrical shopping environment, so that it at the lowest information to obtain the cost of their most wanted goods. To do and do this, the model of the product-"buy hands" is the basis. From a professional point of view, there are two modes of retail, one is called platform mode, the other is called buying and selling mode. Platform mode is similar to commercial real estate, the core of which is traffic acquisition and distribution, which is not responsible for the final experience of the transaction user. Buying and selling mode, is to buy hand in advance to do the selection preparation, the purchase of goods come in, and then sold to the user, the test is the judgment of the commodity and management of operational efficiency. Like the Nordstrom in the United States, Hong Kong's even Carver and many high-end department stores take the buying hand model. Shang has more than 30 senior buyers all the year round in Europe and the United States, the most fashionable, the forefront of the brand and style procurement back, and provide appropriate matching programs to reduce the cost of user access to information. To buy the success of the system, rely on buying hands on the fashion trends and user needs of the precise grasp. Last year our buyers introduced Ash, the famous Italian footwear brand, after a year of operation, this year the brand in the whole network sparked a boom. One of the single products, the first quarter can be sold tens of millions. With the purchase of hand-made complementary, is determined to take the brand authorization route. Luxury brand licensing management is very strict, access to authorization on two points: first, market positioning and potential sales, the second is the brand understanding and protection. Shang Network from its inception has been to build this brand, the next user's two-way trust mechanism. Brand licensing is about trust, trust two words is "a problem, both face", in the consumer believe that the product network sales authentic, authorized brand, we do the behind-the-scenes work is to constantly get more brand authorization. At present, the product network has been nearly hundreds of brands authorized even exclusive authorization, more recently the French high-end brand Lanvin will be in the Shang product network opened its first network official flagship store in China. Luxury brands in the face of the electricity business mood is contradictory: both want to ride the Internet to reach a wider user base, and do not want to let the brand down. But the internet has indeed accelerated the trend towards "democratization of consumption": the Internet has brought people closer and more equal, and people are buying luxuries more to satisfy themselves than to show off people. This brings two results: one is the luxury of a wider consumer base, because people do not have to wait until rich enough to buy, more white-collar middle production can also moderate consumption, and second, luxury also "go down the altar." This is a new trend of consumption: light luxury, which is Shang always advocated fashion attitude. The past is a heavy luxury, is to highlight their identity in society, is to wear for others, and the light luxury, is the ego-centered for their own wear. The people of light luxury are more educated, younger and more internet than the traditional luxuries, and also hold a more peaceful attitude towards luxury goods. China is already the world's largest luxury market, behind which there is a larger "light luxury market". In the face of such a market, I and my team uphold an attitude: down-to-earth, refusing impetuous, with a fear of the heart to face and return the brand and users trust us! China's Internet 10 years, walking is a "destructive innovation", namely "destructive innovation" of the road, through the Internet, Occasion the existing forces and complete the reshaping of the business value chain. For example, the portal site is to reshape the media, since the reconstruction of the portal site. Shang wants to use the power of the Internet to better release the brand power of the century luxury goods, to help them better and fasterClose to emerging users. In this sense, we do not need to do our own product brand, we have to focus on making channel brands, services to those hundred years old shops and consumers. Concentration may be the reason why we seem quiet. And this focus has also been rewarded: at present, the average customer unit price, ARPU value and loyalty of these indicators are very healthy, in the forefront of the industry. May 20 this year, the product network did the history of the first large-scale shop celebrations, 3-hour sales of more than 10 million. Last month, we signed with the famous international movie star Li Bingbing to endorse the October international fashion Carnival. All these marketing activities seem to make us no longer quiet. But I think, in essence, we still have to adhere to the concept of not speculation, not to do "grand layout", down-to-earth business logic to do things. There is a saying, the power is often contained in silence.