When Luxury Meets E-Business &Nbsp, It Has Been Invested By Lei Jun And Others.

If you think that there are plenty of traditional B2C websites such as Jingdong, Taobao and so on,

Since it is a sales website for e-commerce, it does not sell products on the main page, but locks the door all the time.

If you want to find out, you must fill in the information and register the membership successfully before you can enter the merchandise page successfully.

This kind of "Pipa half cover the face" of the behavior, in the fierce fighting of the electronic commerce market, can someone buy accounts?

This is the "Shang pin net".

Here, you can buy it at a lower price.

In addition to consumers, there are also venture capitalists.

In July 1, 2010, the Shang pin network was formally launched. Only 3 months later, it won the investment of tens of millions of famous investors, Lei Jun and VC of Disney, Steamboat and Morningside.

Minority "

The meaning of luxury in Latin is "glittering things". This kind of "consumer goods beyond the scope of people's survival and development needs unique, scarce, rare and other characteristics", doomed its "small Carnival" nature.

Shang pin net uses the Gilt mode of the US website and adopts the "membership invitation system".

This model has been tested in the Chinese market and has been seen by the outside world as digging its own grave.

The reason why we choose the membership invitation system is that we hope to mobilize the curiosity of consumers and establish a "consumer circle" with a focus on the quality of life through the concept of social networking.

The "circle" by Zhao Shicheng, CEO, is an important parameter for various groups in society to find a sense of belonging.

Domestic internet authority survey agency AI also pointed out that the rapid growth of e-commerce is shifting from low end to high end, and the demand for online shopping luxury goods is booming.

Tracing back to the history of online shopping of domestic consumers, most of them are cultivated on the old B2C websites such as Taobao.

This group of senior netizens is more sensitive to price, which is why the group buying website such as glutinous rice net arises.

The market is always subdivided, the public has the consumption standard of the masses, and the high-income group will also form a "minority" consumption concept.

According to McKinsey, there will be about 4000000 households in China in 2015.

The cake is so large that the diners come naturally.

This kind of "opportune" to absorb members of the practice, indeed also achieved unexpected gains on the line only 4 months, the number of members of the Shang pin network has reached 200 thousand, and the rate of repeat purchase has also been repeatedly high.

Zhao Shicheng admitted that these figures satisfied him.

As the number of members increased, Zhao Shicheng's "circle" was gradually built up.

Miss Liu, who came from Jiangsu, became a member of the Shang pin on the day of the on-line website. The first paction reached 10000 yuan. After that, she invited her 30 sisters to go to the Shang pin net.

In Beijing, Chengdu, Taiyuan, Xi'an, Nanjing, Shanghai, Dalian and other first and second tier cities held a private sale, it confirms the existence of "circles".

Although there is a difference in the consumption power between cities, the turnover of the products sold in private stores is between 1 million 500 thousand and 4 million, but it is no longer normal to be sold out.

From 25 to 45, women whose incomes rise rapidly are clearly targeted at the target customers, making the net of "infancy" taste sweet.

But seeing opportunities not just for them, homogenous websites such as vip.com, Jiapin net and so on all have won VCs without exception, operating well.

In addition to similar and effective business models, in the final analysis, "spike" consumers are low prices.

Luxury goods follow the principle of "bullying the poor and pricing". The number of five or six figures on the price tag always discourages some middle income white-collar workers.

But this does not mean that they have abandoned their pursuit of identity.

As a result, the "lower" price becomes the advantage of Shang Ping net.

Dozens of buyers scattered at home and abroad are the guarantee of low discount products.

They are very sensitive to consumer demand and fashion trends. Many years of bargaining experience always enable them to buy relatively low priced luxury goods.

In addition, e-commerce sales of luxury goods do not take into consideration the high rent in busy commercial areas. If you see 50 percent off of PRADA and 75% off of Dior on Shang pin online, you need not be surprised.

Limited "luxury" {page_break}

The development of China's luxury market has made some well-known international advisory bodies feel uncertain. It is hard to ascertain how far the future will be.

In January 21, 2010, the Boston consulting firm released the report on the Chinese luxury market in the era of post war competition, saying that China is expected to surpass Japan in 2015 and become the world's largest luxury market.

However, just in 2010, China has taken the first place.

It seems that the prediction institutions have risks for the "time limit" of the developing research subjects.

But for Shang pin network, "time limit" is a marketing tool closely related to profit.

The high inventory rate of traditional retail industry has always been a source of pain for the industry, and luxury goods are no exception.

How to turn high inventory pressure into cash flow is also a problem that these top brands need to consider.

The emergence of Shang pin net has also found a new way for luxury retailers to solve the flow of capital.

Shang Ping net gets a lower discount from the Luxury Retailing industry, and purchases all the commodities that are over season, off shelves or new stocks.

This has found the reason for discount on the "proud luxury" on weekdays, and has also found a sales channel for its seasonal products.

If you think that Shang Ping and Jingdong, Taobao and other traditional B2C e-commerce sites, there are relatively abundant commodity lines and adequate inventory, that's wrong.

The purchase quantity of each commodity is basically less than 5.

Luxury and "scarcity" parallel, less and refined is its production characteristics.

This also limits the purchase quantity of Shang pin net.

"For example, the Limited package of PRADA, even if there is only one, we will purchase as usual."

This restriction on the number of single brand merchandise has prompted Zhao Shicheng, who has had 5 years experience in e-commerce abroad, to think of the sale mode of Buyvip, a European specialty sale company.

Shang pin uses "time limit activities" as the main carrier, lists every activity unit on the homepage of the website, and the starting and ending time of the activity, such as "Shang pin one hour", "heartbeat weekend" and "classic moment".

In short, we are trying to create a shopping environment where goods need not be snapped up.

Under such a time limited rush buying mode, the situation that hot products sell on the line for a few minutes is frequent. Even the non scarce general merchandise, its sales ratio will account for 70% to 80% of the total sales.

For Shang pin network, "time limit" is not only reflected in the sales mode, but also in the delivery speed.

FedEx is the only cooperative company of Shang pin network. Now it has been delivered to Beijing and Shanghai on the same day. There is no reason to change the "betting" of marketing mode in 30 days.

Fast "luxury"

Bain, a world-famous strategy consulting firms, pointed out in its 2010 China luxury market research that the growth of the domestic luxury market began to accelerate from the second half of 2009. The annual total consumption of Chinese luxury goods reached 156 billion yuan. In the first half of 2010, market growth continued to maintain a strong momentum.

The Internet is still an important marketing channel for luxury brands in the Chinese market.

Facts confirm the above findings.

On line only 3 months, Shang pin won two rounds of financing from investors Lei Jun and Disney's two VC.

This business model of "making foreign things serve China" is very much in harmony with China's water and soil.

Shangpin net has not only signed strategic cooperation with many banks, but also become a number of "luxury official providers of bank mall credit card mall".

At the same time, in view of the purchasing power characteristics of different consumer groups and the Chinese market, we plan to integrate the two or three line luxury brands into the website sales system, with more product types and a complete membership incentive system to enhance the stickiness of consumers.

There are many e-commerce websites that are optimistic about China's luxury market.

Japan's luxury shopping website, glamour Hui, also landed in China's B2C online shopping market in 2010 after getting $13 million in financing. Singapore's luxury brand BaoTime.com has also been on the low profile.

The industry environment of "the former wolf and the tiger" has to let Shang pin stop "behind closed doors" and consider some marketing issues.

Although the members of Shang pin net have been growing rapidly in a short time, the awareness of www.shangpin.com is not high for a wider consumer group.

Zhao Shicheng said that the website will complete the first round of seamless advertising coverage by 3 million of overseas VC institutions, mainly in the major portals and its vertical channels and fashion magazines.

In terms of upstream purchase channels, the website also plans to increase more than 50 professional buyers to ensure smooth supply and adequate merchandise.

The existing products network has grown from the original 3 founders' round table discussions to more than 200 employees, and the headquarters of the company will also move from remote locations to the CBD core business district.

Agence France-Presse, citing industry statistics, said that the BRICs of Russia, China, India and Brazil are becoming the main force in stimulating the luxury market.

So when luxury goods encounter e-commerce, who is the "BRIC four network"?