People In The Industry Teach You How To Run "Familiar Customers".

Ma Meiyi, chairman of JOYCE, was the president of Hongkong luxury fashion boutique group JOYCE. Her great grandfather and his great grandfather founded Shanghai department store and Yongan department store a hundred years ago. Their parents are the founders of JOYCE.

GUCCI, VERSACE, MARC JACOBS, DKNY and other brands were first introduced into Hongkong by JOYCE.

"The biggest difference between us and other luxury websites is the supply of goods," Chen Renzhong said. "All the products on our line are directly negotiated with the branding. Even if we get goods from the agents, we will get the permission of the brand itself first."

In this way, consumers can get the same after sale service with the brand stores if they are genuine.

In contrast, other sites often have "different skills" in getting goods, such as overseas regional agents, Oteri J, etc.

The difference is, "the vast majority of domestic luxury websites take away the brand, and those brands do not know that their goods are in their hands.

Yi Shang network CEO Zhao Shoukun said that such a commodity, the most vulnerable part of the supply chain is whether the supply is stable.

"Luxury brands attach great importance to controlling their own sources of goods. If goods are put too much or too much in a certain period of time, it will indirectly affect the high-end image of the brand," Zhao Shoukun said. "It is not capital that can get the goods."

According to the introduction, Zhao's luxurious and luxurious Agel Ecommerce Ltd, whose partners have Japan

As far as luxury sales are concerned, Zhao Shoukun seems to think that "luxury sales in China should not be explosive growth, because luxury goods are pursued by fashion brands and need precipitation for at least ten years."

Therefore, the flagship store in Shanghai will provide a special shop service for high-end customers, and also set up a special shopping guide consultant. In Zhao Shoukun's view, "many of our customers are buyers and customers are very familiar with this industry." only by providing matching services can we move customers.

And Chen Renzhong felt the same way.

The reason why the website is called "familiar customers" is that the target customers are those who are familiar with the luxury goods industry and have a better understanding of the brand, rather than the first or second purchase of new customers.

He said, "we want to build familiar customers into a relatively small online community. People who are interested in fashion can get what they want here."

In addition, compared with many luxury websites, the concept of low discount is used to attract traffic.

Chen Renzhong said, "the quoted price of familiar customers online is not what consumers can search with Baidu and Google, so as a result, it will not impact on offline retailers."

Zhao Shoukun is also concerned about the relationship with the brand.

He said, "we plan to set up 20 experience stores in the whole country in the next 3 years, and further win the trust of the brand through the scale of the network, so that the supply of goods will be more adequate."

It is understood that, in order to serve these "familiar customers", we will have experienced experienced shop managers who have worked in flagship stores such as LV and GUCCI, and the three senior buyers of the familiar customer network are all from JOYCE, introducing the experience of existing high-end service customers to the familiar customer network.