French People Pay Attention To Quality &Nbsp; Americans Love Bargains.

In early 2012, the famous flash shopping website in the United States was also known as the luxury discount website. Gilt Groupe ushered in a seemingly bad news in the rapid expansion. Its chief executive, Kevin Ryan Kevin, confirmed that Gilt had cut 10% of its staff and two executives and closed 6 offices in Seattle and Dallas. But Kevin said that all this was to prepare for initial public offerings (IPO) in 2012 or 2013.

In November 9, 2011, Gilt announced that e-commerce services will be expanded to more than 90 countries (in May 2010, Gilt Groupe successfully raised $138 million). Just 1 months ago, Vente-Privee, the originator of luxury electric business, announced its new joint venture management team in France. The top two executives of Google TV (Google TV) joined the hot market. After France, Germany, Spain, Italy and Britain, Vente-Privee entered the US market.

2011 has passed, and it is also a year of China's luxury business. In March, the company announced its $20 million venture capital investment. After 4 and a half months, it announced a $100 million B round of financing. In August, Zhao Shicheng, CEO, disclosed a new round of $50 million financing on micro-blog. Prior to this, Jiapin net and only product network also claimed that they received a new round of financing of US $50 million respectively. The most notable thing is that in March 2011 and June, the excellent network announced that it has become the "world's only rich media e-commerce platform developed independently by the Chinese people" and "the only platform in the world that provides online product 360 degree display and interaction."

At this moment, the international luxury business teachers have entered an exciting and dangerous global expansion stage. The local luxury goods business students have survived the initial stage of capital turnover, and the former travellers have achieved initial results in "how to make customers have better purchasing practices".

Luxury + private Email+ discount

The global economic downturn is the background of the fast fashion brands such as H&, M and Zara. It is also the fundamental reason for the emergence of luxury electric business. But if it is not for Jacques-Antoine Granjon, the website that specializes in luxury discounts will not come to people so early. In the 80s of last century, Granjon, more than 20, started his career as a buyer in the French fashion world. He bought up to 20 million pieces of inventory from luxury brands and sports brands every year, reselling profits. After 2000, the Internet changed the world, and also changed the business of Granjon. More and more discount retailers abandoned the middleman such as Granjon. In the bad year, small discount stores couldn't withstand H&; M were closing down.

Under such a crisis, Granjon founded www.vente-privee.com. Now it is called "the originator of luxury goods business". The new Internet world of luxury goods (600628) has begun. Strictly speaking, Granjon has not created new markets. He just moved the "two dealers" business directly to the Internet and made him a more than 20 year luxury experience. From the beginning, Granjon understood the contradiction between "luxury" and "online shopping", and clearly understood the importance of "image" to the luxury world. The solution of Vente-Privee consisted of four parts: first, luxurious decoration. In each phase of the promotion, Vente-Privee has personally launched a world-class advertising campaign aimed at promoting products and websites, with the above music (because of the popularity of music, Vente-Privee has also produced two CD highlights for sale on the website). The design of the Vente-Privee website itself is much less to say, and the user experience is absolutely excellent. Two, private Email. Prior to the start of each sale, Vente-Privee will notify users of details with email. Not everyone can get this email. If you don't have Email invited by members, you can't even see Vente-Privee's promotion page. Three, discount. Vente-Privee focuses on luxury goods, which are priced out of stock, and then the cost of physical stores is cut. The discount that Vente-Privee can offer often surprises members. Four, limited time concessions. Every time the advertisements are extremely attractive and incredibly discounted, there are time limits. The 36 hour period is often robbed 36 minutes. After experiencing several failures, members have developed the first time to open the promotion page through Email, and then decide whether to buy or not. This sales method was later used by the well-known website Groupon for reference, triggering another round of global "group buying" craze.

"Luxury decoration" allows luxury goods companies to cooperate with suppliers. "Private Email" ensures the identity of luxury consumers. "Discount" is the magic weapon that attracts consumers most. "Limited time" is stimulating and effective, and fully mobilizes the impulse of consumers. Vente-Privee sets up the early rules of luxury electric business. Luxury giants finally began to enter the online world of distrust. According to the survey of 2 million 800 thousand Vente-Privee members by the French LH2U consulting agency, 40% of the members said that after online shopping, they would arouse their impulse to go to the brand store. 68% of the members said they would buy the same commodity from the entity channel.

In 2007, the US private equity fund Summit Partners acquired Vente-Privee20% shares, and Vente-Privee also stepped out of the French territory. The main countries covered by the home page include Germany, Spain, Italy and the United Kingdom. Vente-Privee works with 1200 well-known brands, from clothing to accessories, from furniture to sports equipment, from electronic products to foreign wine, and even cars and apartments. After a slow development of word of mouth, Vente-Privee is developing rapidly. By the end of 2009, Amazon, the US retail giant, had bought the Vente-Privee and offered $3 billion. In that year, Vente-Privee's global turnover amounted to 650 million euros, with 1000 employees and 18 photographic studios at Vente-Privee headquarters in France.

Followers from all over the world are coming.

In addition to Amazon, a network giant hopes to get a share in the luxury business market through acquisitions. Vente-Privee's homogeneous competitors are also emerging. In just a few years, it has followed more than 100 in French territory. The local luxury electric business Buy VIP in Madrid, Spain, far exceeded Vente-Privee's market share in Spain in 2009. In 2010, Buy VIP achieved sales of 130 million euros, attracting Amazon's covetousness.

The biggest opponent of rock and roll male Granjon with brown curly hair is in America. The www.Gilt.com2010 year of Alexandra Wilkis Wilson, Alexix Maybank and Susan Lyne three blondes has been awarded the annual website of Time.

Wilson and Maybank were only 30 when they founded Gilt at the end of 2007. Two good friends were members of the original eBay strategic planning department. One was a luxury retail manager who once ran 15 stores in Bvlgari in the United States. Susan Lyne, who joined the Gilt in 2008, is a powerful woman in digital media. She has worked in The Village Voice, Premiere, ABC entertainment and so on. Three women, one drama, started from the imitation of Vente-Privee and took the design costumes of nearly 6000 designers as the "luxury" features to sponsor new designers in New York. Latest fashion Zhou displayed her works, set up exclusive Giltmen channels, set up special channels for men who buy things faster, and even responded to the trend of group buying, and set up localized "Gilt City". Shopping contents were also derived from yoga classes and SPA. Gilt, starting from the Japanese edition, now has to enter 90 countries around the world. In May 2011, Gilt announced another $138 million in financing. The news from Gilt is that it now has more than 3 million 500 thousand users, earning $500 million from June 2009 to June 2010, and its own market value has reached US $1 billion.

If "luxury electric business" is not all luxury goods, is the rules set up by Granjon effective? Gilt copied Vente-Privee's method: "at 12 noon every day in the eastern time of the United States, Gilt provides users with more than 20 seasonal costumes. Clothing brand And some family decorations. Each product is limited, and the selling time lasts about 36 hours. Users can include any products that are sold out on the waiting list. About 50% of the products will be sold out within 1 hours after being launched, so many users will log on to Gilt at the beginning of the launch. Then the content is greatly expanded: converse sneakers and puma underwear also appeared. Most importantly, Gilt gave up the "member introduction system". As long as you purchase on the day of browsing, you get the membership automatically.

Some people concluded that, because "the French pay attention to quality and image, Americans like bargains", so the same luxury electric business, Vente-Privee and Gilt took two distinct paths. These two roads are basically the two way that luxury (or luxury) business people can take.

However, how good is this road? Gilt Groupe's Kevin Ryan2011 has said that as the company's flash buying business matures, the company may expect to make profits before 2014.

Localization: Blue Ocean and dilemma

In September 9, 2010, Chen Xiaohe, a former vice president of MSN, and Taobao CEO Sun Tongyu jointly launched the online test. This "e-commerce company located in high-end social networking" is committed to building the world's top luxury fashion online retailers and shaping the complete chain of luxury goods sold on the Internet. Unlike Vente-Privee and Gilt, the founders have experienced experience in the luxury industry, but the excellent network still plays the way of "buyer mode" and "direct purchase from overseas." Excellent people put forward that their biggest advantage is "Flash based Flex technology, subverting the traditional online shopping experience, the first video interactive shopping, using the 360 degree panoramic human model to fully display the details of merchandise, sexy tentacles available."

According to the information provided by the Ministry of public affairs to the times weekly reporter, he received an investment of $3 million from angel in February 2010. The website was formally launched in November. In December, he received a A round of financing of $11 million. In March 2011, the new version of the website was launched, and the world-renowned investment institutions, the us light speed ventures and IDG capital, joined. In 2010, excellent office area was 1000 square meters, 20 employees; in 2011, the two figures refreshed to 6800 square meters and 160 employees.

They call it the "blue ocean voyage".

Among the many "luxury electric business" followers in China, the excellent user interface is the best one, and the website is textured and easy to use. In terms of merchandise display, though far away from "sexy tentacles available", it is much better than the lonely photos of a single product on other websites. Excellent people gave up the "limited time discount" and "member introduction", and focused on the "luxury brand". From the early days, there were few big brands (some luxury brands ranked among them, clicked in but some marginal accessories), and now the more than 300 luxury brands that cover the top brands are excellent. In addition to "men" and "Ladies", excellent people also set up the "home" channel, and the Lexon cross country bike with a price of 28600 yuan has also entered the "excellent" product.

"The products we sell have a bottom line. We will not include products under a certain unit price," Mr. Li, head of the public affairs department of excellent public network, said. This is the biggest feature that distinguishes the excellent from other domestic "luxury electric providers". On the top of the list, the discount is maintained at a discount of 7-9, with only 5-6 discount.

If ihaveu is more like Vente-Privee, then the show network is more like Gilt. In addition to the flagship of "niche designer brand", the charm of walking show network is generally unstoppable like Gilt. In 2011 alone, it announced its $120 million investment. With "15% luxury goods, 25% overseas famous brands and 60% domestic famous brands" commodity combination, successively set up fashion buyer offices in New York, Losangeles, Miami, Australia, Paris, London, Italy, Korea, Japan and Hongkong regions of China, so as to achieve the scale of "gathering thousands of brands and forty-five thousand commodities".

Nevertheless, luxury goods are still the main drivers of luxury goods providers. In June 2011, a huge big screen advertisement appeared in Xidan, Beijing. CEO, Ji Wen Hong, told the media that from now on, the luxury department will take the "lowest price". Sale The strategy is not profitable for 5 years.

Xiu Xiu network insisted on the magic of "limited time discount". In the latest PRADA special event, the 4.8 classic PRADA LOGO red handbag bag with a price of 16100 yuan was priced at 7799 yuan, with only 1 pieces left.

The dilemma also exists, which does not solve the consumer's trust and sense of experience, and the future of luxury electric business is worrying. Customers with limited spending but luxury goods will surely ask, "is it a genuine product?" customers who have no worries about consuming capacity are more willing to enjoy the superiority of shopping and "new products". In the luxury report submitted by KPMG in 2011, only 5% of the more than 2000 respondents in China's 123 tier cities chose online shopping as the "most favored" luxury consumption channel, and "interested" accounted for 22%.