Walk Show net Guiven: This kind of cooperation is the process, not the best way

One of the transformation series of South China Electric business

Recently, Coscto via Day Cat Mall to kill into the Chinese market, before this, Macy's through the injection of jiapin net, curve into China. In fact, the story of the "marriage" of foreign department stores and Chinese electric dealers ' websites has long been told.

Two years ago, the show network and ebay cooperation, the establishment of a new two-class domain name ebay.zouxiu.com, the same year, such as fire and Korea's largest electric dealer Gmarket, the United States power supplier Karmaloo, and other established cooperation, and access to more than 50 brands on three platforms authorized to rise again.

However, the Show Network CEO Guiven recently received an interview with reporters in south, but the language is amazing, "This cooperation is a process, not the best way." Our vision is ' global same price ', only to encounter a lot of false doubt. ”

One more overseas retailer Stack Price

Two years ago is the most difficult time to go to the show, ebay, despite the lack of equity in the show network, but gave a lot of money and technical support, so that its next two years of sales growth of 200%, return to the first camp of luxury goods dealers.

But in the Show Network CEO Guiven, "Overseas electric power to our biggest help is not money, technology, but is product richness, and quickly set up walking network in the consumer and brand trust status." ”

The specific way to operate is this. ebay's back-end data is open to the catwalk, while the catwalk is choosing the right part of the product shelves and designing Ebaystyle Channel U I. Consumers place orders on the channel and the order is sent to the ebay Warehousing Center. At the same time, walk the net to ebay buy goods, and merchandise from ebay warehousing sent to the North American warehousing, from the Show Network North America warehousing Unified to domestic shipments, from the next single to the consumer to get the merchandise total time to take about a week. Assume that the consumer returns, the goods are returned directly to the Chinese warehousing, if there is no damage, walk show net will do two times sales processing.

There is a problem here, "via overseas electric dealer is equivalent to a layer of channels, one more stack price." In my opinion, this is a process, but not the best way. Guiven said that the catwalk's vision is "global same price", "our direct channel can get 60 percent of the purchase price, this is our competitive advantage." However, many people have questioned the domestic tax costs, freight costs, can not achieve this price. ”

T IPs: Guiven Entrepreneurial sentiment 1: The core of business is not the product of their own how good, nor is it their own background there are many cows, but directly to find a point and B point docking of the road, can walk straight do not walk the curve.

The secret of brand restriction authorization

The "fake" problem has always been the heart of China's luxury electric dealers. For example, on August 1, Burberry China questioned whether the product on the catwalk had been officially authorised. "We really didn't get the authorization, but it doesn't mean we sell fakes," he said. Guiven to the South reporters that our products from procurement to the full delivery of monitoring and invoices, can prove the authenticity of goods. "We only have 300 or so suppliers, and domestic suppliers from the peak of two years ago thousands of have been cut to dozens of, the quality of the supply chain is actually very easy to achieve." ”

According to the introduction, catwalk network currently has 30% of the supply from the overseas electric business platform, 30% from the brand dealer direct authorization, 40% through the Distributor channel. "I now feel that empowerment is not the most important thing." "Guiven language is amazing," the brand is unwilling to release the authorization, the key issue is the domestic discriminatory pricing. For example, Burberry, a pair of shoes in London 5000 yuan, sold at home to 8000 yuan. I purchase from other European channels into China, and certainly impact their price system. Even authorized brands have restrictions on our pricing strategy and promotional activities. ”

"The most gratifying thing this year is the gradual opening up of parallel import policies." "Guiven said. In August this year, Shanghai FTA submitted a pilot scheme for parallel importation of automobiles. In the past, the sale of overseas goods into China must be authorized dealers, once the policy landed, from the total distributor of individuals or other distributors of goods will be access to China's sales "parallel channels." In this way, "brand operators in China to restrict authorization is worthless." ”

Tips: Guiven Entrepreneurial sentiment: the entry of foreign electric dealers into China, if the upstream supply chain for the Chinese market to make changes, it is difficult to succeed.