Temple Library in the field of luxury more like a grocery store, unique and alternative

Founded in 2008, the Temple of China is a collection of luxury goods online sales, idle luxury consignment, luxury appraisal, luxury maintenance services, such as a number of businesses in one company, which makes it in the area of luxury goods more like a "grocery store", unique and alternative, so that the industry has been difficult to clearly define it.

From the original idle luxury consignment platform expansion has become a full range of high-end consumer service platform, Temple China's business is increasing, the development of ideas are increasingly clear: through the membership system will be online mall and offline business through, for high-end consumers to provide quality services. "We are not a sales agent to sell goods, but a service platform." Song Yuwei, vice president of the Temple of China, told the World Network business Manager reporter, they really want to sell not "luxury" these three words, but "luxury" feeling.

Adhere to the O2O pattern of the Temple Library, early online business is relatively weak, but after recent years of development, this situation has been significantly improved: although with the line under the 15000 per cent of the customer unit price, the line is only 6000 yuan, but the sales have exceeded the line, reached 1 billion yuan, through the online registered members increased to more than 1 million , where active members are around 50,000.

Online: Build high-end consumer platform

Temple of China positioning itself as a high-end consumer service platform, which means that it does not need to be like other luxury electric dealers, in order to ensure the arrival of goods to store goods, and no need to hire buyers to purchase, but as a platform, it needs to bring traffic to consumers.

Just on line, in order to cut into the high-end sales market, Temple chose the idle luxury consignment model. This model is chosen because it makes it easier to reach high-end consumers in a monastery that has not yet gained the trust of most consumers. Song Yuwei defines the concept of idle luxuries as luxuries that are not to be used again, and luxury gifts that are received but unwilling to use. Temple Library China is precisely the solution of high-end consumers to deal with the pain point of idle items.

At present, there are three kinds of luxury goods sold in the temple Storehouse: the first is the goods of the user consignment, the second is the goods of the agent, the third is the goods of the brand merchant. The latter two business and ordinary platform business is no different, the most characteristic or idle goods consignment business. Temple Library by collecting 10%~15% service fees, agent and brand deduction points to profitability.

For the luxury goods business, Hong Kong's listed companies Milan station is an example of imitation and reference. and Milan station is different, Temple library is not a one-time purchase of goods and then independent sales model, commissioned consignment system is its main features. First of all, the consignor commissioned the goods and produce the relevant supporting documents, Temple library of Professional appraiser will carry out as many rounds of evaluation of goods, in order to ensure the authenticity of the case, according to the identification level of the goods, market prices to give consignment price, the last sign consignment contract. After consignment's success, the Temple bank will charge 10%~15% Commission to consignment. The average price of consignment luxury goods is about 60% of the original prices, even new goods, according to the market, there will be 80 percent-90 percent discount. Of course, sometimes there are exceptions, usually in the limited edition or the latest high-end products. For example, in the first-tier market is difficult to buy Hermes products, into the second-hand market, the price will be higher than the original prices. At present, temple Warehouse sales of new products have reached 60%~70%, online income also began to exceed the line.

The use of luxury consignment model is because this model for the lack of funds of enterprises, operating and operating costs are relatively low. For the consignment and the buyout, the difference lies in the time cost and the price of the cash. The buyout model allows users to get their money right away, which is more appropriate for those who need to cash in on second-hand idle goods, while the consignment model has a larger time cost and a longer sales cycle. However, in terms of price, the purchased users often do not get very high prices, which, in addition to the seller to consider the cost of sales, users need to realize the psychological low expectations is also one of the reasons, but not to consider the time of the consignment model, the user is a large revenue space. Relatively speaking, the latter is more consistent with the concept of Temple library: Those who do not need to rely on luxury consignment to rescue the high-end customers are the real needs of the temple library consumers.

July 2008, the Temple of China's project officially launched, the site also on-line. In the same year October, Temple Consignment's first online experience shop opened in Jinan Wei Square.

Song Yuwei Frankly, in the initial stage, Temple also traversed a detour, when it did not focus on luxury goods, but allow all the idle items can be online or offline experience shop consignment, such as electrical appliances, furniture and so on. The complex category lets the temple storehouse China become a "pawn shop", also lets the consumer to the temple storehouse localization understanding unclear. The situation lasted a whole year, until the second half of 2009, the increasingly scarce passenger traffic, the temple team to comb the development of ideas, identified the new target consumers, and consignment items to limit the high-end luxury goods.

In the 2009, the temple was located in Beijing, the construction of Soho shop opened, but did not make a big publicity. In Song Yuwei's view, the user's first consignment experience will determine his second consignment behavior, shopping is the same, more important than publicity. Therefore, the user experience becomes the temple storehouse first to solve the question.

In fact, whether in the hand or second-hand luxury goods, the authenticity of merchandise must be the user's most concerned about the problem. And for high-end consumer goods, trust is the experience of the protection of services. Therefore, in the Temple library idle consignment business process, the first step on the consignment product to be true and false and the identification of new and old color. In order to gain the trust of consumers, in the establishment of the offline experience shop, Temple also set up its own "luxury Appraisal and Evaluation Technology Center": Through with the national authoritative luxury appraisal agencies-the National Consignment Work Committee cooperation, formed a team of experts, specialized in price assessment of commodities and the authenticity of the determination. "The experience of many appraisers is more than 10 years," Song Yuwei said, which has played a significant role in building consumer trust.

At the beginning of the temple, the team members, including President Li Zhico, will run to the office room to distribute the propaganda page, and introduce the basic flow of consignment service to the consumers. Over time, many of the home's luxury consumers know that the original luxury goods can also consignment, there is the possibility of circulation and replacement. A radio female anchor became the first consignment of the Beijing online Experience Shop, she held the psychological consignment two handbags, and soon surprised to find that the two handbags were successfully sold. This is the temple storehouse Beijing shop has won the initial Word-of-mouth and the praise. After that, the female anchor also brought a lot of friends to the Temple Library, the online experience shop popularity gradually flourishing.

The use of the temple platform users, in many cases at the same time bear the role of sellers and buyers. Due to the large amount of money involved in high-end goods, and most of the online payment method will set the payment limit, so the temple developed its own payment system "library payments." Users can transfer funds to the "library payments" account, on the temple platform to carry out a large amount of money consumption, and the user consignment of items sold after the money will also enter its "library to pay" account, the money in the account can be raised, can also be used to buy the temple platform for goods and services.

"Our future business will be large, as a platform for luxury consignment and allowing businesses to settle in, just one aspect of the business." "Song Yuwei to the World Network business manager" reporter said.

Offline: Building the place where high-end consumers belong

When the first online experience shop was built in 2008, the monastery set its own goal: let the offline experience store provide a place for China's emerging high-end consumers and an information culture exchange platform. The temple stores these offline experience shops as "the club", and the high-end consumer service and luxury culture concept has been running through the club's services, trying to deliver the high-end lifestyle it advocates to users to optimize their experience and improve their loyalty. "From the beginning we have to position the club as the Experience Center, offline part of the sales are never mainly, online to achieve sales is our real goal." ”

The library has assumed the function of condensing consumer sentiment. In the club, there will generally be thousands of square meters of spacious space, a piece of luxury in which to display, trade, identification and maintenance. The club has set up the member area and is available for the VIP member to use the luxurious compartment, the Appraisal Appraisal Technical Center's professional will provide the one-to-one consultation service for the consignment idle article user. In these meeting, also set up a series of luxury care center, to provide users with high-end bags, watches and gems and many other types of a full set of basic and deep maintenance services. This kind of car 4S shop concept of after-sales service for the temple of the entire line under the online after-sale process to provide support, but also for the purchase of goods users provide psychological protection.

In Song Yuwei's view, the club is not only a place to trade, but also to improve the psychological satisfaction of consumers. "Temple building a special way of life, users do not need to buy things in the shop, you can personally experience the special luxury services." ”

For example, through membership system, members can be posted online to organize gatherings, hold salons in private rooms provided by the Library to exchange information, sip tea, drink coffee, communicate with maintenance and appraiser, and learn about the history and culture of luxury goods. In this process, members naturally produce drinks and food and beverage consumption. In other words, the temple's business will also extend to any target customers need services, luxury is only to get through the line under the system of a link. Online platform responsible for the main sales, so that users in the temple to form a sense of trust under the premise of forming a luxury network shopping and consignment habits; Offline Library club to increase user stickiness and loyalty, to circle the target customer base.

"Platform as a luxury brand development channel, the perfect degree of after-sale is very important." Life habits and lifestyles are continuous, and our patterns will continue to extend. What is more important is the cultural connotation of luxury goods, not just the price to promote their identity. "Song Yuwei said.

In the actual sales, Song Yuwei found that members will generally first to the library to view the product style, appearance and online description of the match, when users online under the absolute trust of the temple library, buying behavior will gradually go to the line. "This is the process by which the information is opened and the line is falling," Song Yuwei explained. The next goal is to increase online sales to 80% of total sales.

Global expansion

Song Yuwei that foreign consumers have a more rational understanding of goods substitution than at home. After studying the consumption habits of European and American countries, the pace of globalization of the temple library is unfolding. At present, the temple in Hong Kong, Japan's Library club is about to open, and in New York, Paris, the club is also in the tight preparation, "luxury is a global business, do not do globalization, luxury business is no way to succeed."

"The flattening of the industry from the development of Internet business, I think, only the network as a sales platform for E-commerce is one-sided, which originates from the asymmetric information and hysteresis, in the future, the network is certainly not only a sales platform, but also a service platform." "Song Yuwei to the World Network business manager" reporter said. For the temple, luxury goods is only a project of its service, around the needs of high-end consumers to do a good service is its ultimate goal.

2013, the temple of luxury cars and aircraft channels on the line, around the car rental and charter business to try, the main group chartered to Hong Kong, Dubai and other shopping cities shopping, to provide consumers with a clear theme of shopping tourism products.

Temple has also been briefly on the line over a tourist channel, but because the time is not ripe and was abolished. Song Yuwei for the Temple library design idea is: when the user to travel abroad, as long as the custom temple library related services, you can get the full quality service experience. For example, there are special vehicles to the airport pick-up, stay with the temple of the star hotel cooperation, for those who do not understand foreign languages to provide shopping guide services, and some local specialties, such as Tricholoma matsutake, olive oil and other items to buy and wine winery services will also become the Temple library service business. This type of business will be through the online and offline experience of the way to achieve.

In the future, the temple will be developed in Paris, New York and other overseas urban tourism business, and will extend the service model to star hotels, Michelin Samsung Hotel, as well as high-end customized tourism services and other fields. At present the temple Storehouse has obtained the tricycle financing. Song Yuwei This explanation of financing goes: "The first round of financing is to survive, so that we can do temple, the second round of financing for the national layout, and the third round of the pace is to the world." ”

At present, the temple's team has developed to more than 300 people, and based on the pace of expansion this year, the team may grow to 1000 people. "We will also have a number of mergers and acquisitions, which may be Milan station or other companies," he said. "Song Yuwei said.

Wen/Ma Xiaodan