Channel Integration Into Luxury Online Shopping Soft Rib

Focus one: bloody battle of "a mold"

Question:

Tips: we should look for the characteristics of our own development as early as possible, establish a unique service system, or focus on more subdivided fields, specialize in specific luxury products. The sale website will synchronize with offline stores to provide clothing consultation and customization services, including door-to-door service, and gradually move towards O2O (online to offline) mode.

Bu Junquan: many people will think that many so-called "luxury websites" have received large injection and developed well, but in fact, they are really capable of providing genuine luxury products, and there are not many websites with solid purchasing and logistics channels.

Many so-called "luxury websites" actually sell domestic or international brand products at a low price.

But in the long run, especially with the rise of China's middle class, we believe that the luxury market will have great potential.

Yao Jianfang: at present, luxury online shopping is basically in a stage of pure money burning. In order to accumulate consumer groups and expand the scale of websites, burning money is almost essential. Only when the industry grows to a certain period and has a fixed consumption crowd can it achieve the purpose of profit.

Therefore, luxury online shopping enterprises should look for the characteristics of their own development as early as possible, establish a unique service system, ensure product quality, standardize standardized services, or specialize in specific categories of luxury goods.

Hong Xiaobo: because of the particularity of the business mode, the brand names of 12~18 brands on vip.com are different from each other, so the unit price will be linked to the unit price of the brand product on the same day, and it will fluctuate greatly.

In our view, the homogenization of competition also enables enterprises to cultivate consumers' awareness of the brand time limit rush buying mode and cultivate the market together.

And because of the existence of competition, let everyone operate in the direction of customer experience refinement, and strengthen process control to seek healthy competition. This is a good thing for the big environment and big market.

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Zhang Chunhui: at present, the investment hotspots of luxury websites are all concentrated in the field of brand sale.

However, the luxury websites should be differentiated in different stages of development.

For example, Gilt in the United States, in a certain degree, began to appear its own brand, and to manage the luxury goods platform very well, so as to get the approval of the user.

Another development direction of luxury websites is the synchronization of sale sites and offline stores.

For example, Vipstore (Jiapin net), a special purchase club, originally made high-end brand special purchase services based on wrong seasons, broken codes and inventory. After accumulating a large number of loyal brand users through traditional operation, it also gained the recognition of high-end brand manufacturers, and then added e-commerce to open up new channels for traditional enterprises.

I believe that a large proportion of products will be sold online or customized in the future.

In addition, a pattern similar to that of cosmetics is likely to become a new model for the next stage.

Hou Yujiang: the so-called luxury online shopping in China.

Problem: the conflict between brand and website is frequent, most of them lack the guarantee of goods supply, the authenticity of goods is questioned, the price of customers is low, and the authorization of international brands is not available.

Tactics: integrate supply channels, establish cooperation with brands, obtain brand authorization, give brand dealers the advertising value besides sales value, enhance the influence and popularity of websites, ensure the speed of refund, and establish long-term good cooperative relationship with brands.

Yao Jianfang: Although there are many luxury electric providers now, many of them have not actually established cooperative relations with brands.

Some electricity providers only have some channels overseas to buy a small number of goods in the store and start selling, but in fact, they have not really entered the "door".

In fact, if you want to really enter the ranks of luxury goods suppliers, we must first establish a sound system of overseas buyers, deal with brand dealers, establish a deep direct cooperation relationship, or establish cooperative relationship with brand agents in China.

However, at present, most of the luxury electric providers in China lack the guarantee of goods supply, which leads to the query of luxury online shopping in China.

In addition, many people are still on the sidelines because of the low credibility of China's Internet, the high price of luxury goods and the source of goods.

In order to completely connect customers with luxury goods providers, the most important thing is to have formal purchasing channels, establish cooperation with brands, obtain brand authorization of goods, and provide corresponding luxury services.

Hong Xiaobo: vip.com has set up a "Ministry of Commerce", specially recruiting people with fashion sense to be responsible for cooperation and negotiation with brands, and has a professional shooting team and webpage production team.

In addition, there are certain rules and thresholds for the minimum discount of off-season goods.

The main advantage of the first-rate luxury shopping website is that it can achieve sufficient supply and price advantage. It also comes from the relationship between the purchasing team and the brand and the amount of purchase.

At present, vip.com is expanding its channels and obtaining stable and reliable products. It mainly comes from two points: first, to enhance its influence and popularity, acquire brand awareness, give branding sales value besides sales value; two, it is able to achieve quick returns, thereby giving brand owners financial guarantee and maintaining long-term good cooperative relations.

Dong Ce: at present, we have gathered more than 1000 brands, among which the brand proportion is constantly changing. Now there are many designer brands that have established their own buyers team.

In terms of overseas brand procurement, there are two main situations: one is that when the brand has its own brand channel sales cooperation business, we take the goods directly with the brand dealers, which accounts for about 20% of the proportion. The second is that many brands do not directly distribute the products, but authorize the distribution rights to the designated partners.

Under such circumstances, we will receive the goods with the distributors designated by the brand dealers according to the requirements of the brand dealers.

Generally speaking, we will take different discount from the top brand of international brand industry chain according to different brands.

For example, the first-line brand, we do not get the discount, and the second line, the three line brand, and the designer brand, we will take a higher discount rate.

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Focus three: user experience injury

Problem: luxury online shopping has a user experience and service system that can not match with luxury goods. It does not emphasize user service and directly reduces customer unit price, thereby affecting the enthusiasm of users.

Weapon: constantly optimize the online shopping atmosphere and process, adopt high-end logistics system, pay attention to after-sales service, and carefully polish the user experience of luxury consumer users.

Dong Ce: at first, we were 100% in sales, because the biggest advantage of this model is that we do not buy out of stock, so that we do not need to take up a lot of funds.

In the early stage of development, this is a good model, but one drawback is slow logistics.

Now, it is one of the solutions to reduce the intermediate links and buy the goods, but it is knowledge where to buy and how much to buy.

In addition, it is important to implement it.

In the past, data couldn't be supported at all. Now, there must be a database to refer to which products to buy. For example, we have bought 20% of the goods in reference to the business intelligence system.

Hou Yujiang: now there are three modes of luxury online shopping: one is time limited snapping, and the best way to do this is to do ihush in the domestic market, to cut the middle and low end market; the two is Gilt mode, to cut the middle market, to pay attention to the privacy of registered members, and to choose the best product and the only product. Three is the spot mode, and we adopt the mode with the excellent people and the show.

Without stock, there is no user experience.

A package from the next order to receive, the normal consumption is expected to be 7 days, if the goods are not in the warehouse, the final order to purchase and delivery, then the time is too long, there will certainly be no good user experience.

However, there are now some websites that cheat users by importing the mailbox, and gradually move from the high-end to the low end. These websites do not dig deep into user experience and services, but also make the investors feel good.

Zhang Chunhui: some of the biggest problems that luxury websites are facing now is honesty, that is, what you sell is true? I've never heard of it: some products that are not sold in China can be delivered to you tomorrow. Genuine products are often proved by time. Two, the stability of the supply chain. Can you really establish partnerships with so many brands and provide goods in a long-term and stable manner?

In fact, luxury goods and high-end brand businesses, whether they are self built brands or followers of foreign models, need to respect the brand, learn and understand the brand culture deeply, so that they can have a better mentality to do long-term cooperation.

Chen Xiao: luxury electric business as a business system consists of three layers: the first level is the user's access to the website and the matching of goods for sale, the second is to enjoy the matching of service and care, and third is the management of your users. This system goes down, and the next big effort is luxury website.

Now, everyone is selling stuff in that place, actually it's a very low level B2C.

The best practice is to start with user experience.

For example, online shopping, we use 3D display to create a luxury store shopping atmosphere, and online, from beautiful and beautiful packaging to a holiday handwriting card, and then to CEO will do a day's customer service, including after-sales maintenance services, logistics will use the best express.

This is the service that luxury electric providers should do, so our user loyalty and customer unit price are relatively high, so that we can achieve the unit price of more than 3000 yuan.