Vip.Com: It Is Hard To Copy Flash Buying Myth.

< p > in the past May, vip.com once became a reference word for listed companies. "Similar words like" vip.com online and jumei.com becoming cosmetics vip.com "are frequently seen in newspapers.

For a time, "vip.com" became the commercial symbol of making the blue ocean in the Red Sea.

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< p > "how can an electric supplier who only rely on flash buying online (buy) discount brands support nearly $10 billion market value" and "quarterly profits exceed 30 million dollars? Why are there few users around me", "industry background and development mode are so good? Why is there no one in the industry to compete with it?" many industries have referred to vip.com as an unknown electricity supplier, and investors have labeled it as a monster stock.

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< p > recently, Tencent technology has visited vip.com's users, upstream suppliers, internal staff and competitors to understand that its unique operation idea is behind the understanding of Chinese consumers' psychology and market environment. It is difficult to compete against competitors in the short term.

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< p > but similarly, vip.com's flash buying mode can hardly maintain its advantages after being pplanted to other fields. Especially in cosmetics and other products without mass brand stocks, vip.com can hardly copy the previous successful experience, which means that there is still risk behind vip.com's high valuation today.

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< p > < strong > User portrait: two or three line city female genuine consumer < /strong > < /p >

Ms. P, who lives in Changsha, Hunan, is 30 years old and has a monthly income of 3000 yuan.

Like many women in second tier cities, Ms. Lee is pursuing fashion but also price sensitive. In the past two years, her wages have basically been on the March, but the price of clothes in the market has soared. The price of thousands of dollars has made her flinch from fashion brands.

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< p > until early last year, a girl told her that she could buy fashionable clothes through vip.com website.

"200-400 yuan, cash on delivery, on-site trial does not fit the body can be returned directly."

This made Ms. Lee palpitate. After careful exploration and purchase, she gradually became a strong fan of vip.com.

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< p > "in addition to buying clothes, shoes, etc. on vip.com, it also buys a lot of clothes and household goods to relatives and friends, such as birthday, friends, children's gifts and so on."

Ms. Lee told Tencent science and technology that she spent 2-3 yuan a year on vip.com, basically buying it every month.

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Ms. P, who lives in Dazhou, Sichuan, is the mother of a 4 year old child.

At the age of 28, she disdains to wear some stalls because she often participates in social activities.

However, vip.com has become one of the main positions of her online shopping because of its low brand and low discount.

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< p > "genuine brand name has a discount, covering high and low end products, you can choose more space and deliver faster."

Ms. Wang gave her reasons for choosing vip.com, which is basically consistent with the comments of many female users.

In these users' view, Tmall has too many costumes and dazzles, because all kinds of different comments make them lack genuine sense of trust.

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< p > it is understood that vip.com users mainly come from the 234 tier cities in the south, with a repeat purchase rate of more than 80%.

According to the Baidu index data, vip.com users are concentrated in Guangdong, Jiangsu, Sichuan, Zhejiang and Fujian, with middle age and higher income women aged 20-40.

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< p > in the interview, Tencent technology understands that in the county zone, consumers' psychology is still pursuing brand names, and stores think it's a big brand.

Vip.com quickly meets the consumers' inner pain with genuine goods and good quality and low price.

Whether it is the end of season, whether it represents the latest trend, consumers do not care.

"As long as you like it, it's fashionable to dress up around the crowd."

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< p > a vip.com internal salesperson concluded: "consumers are concerned about whether the goods are needed and whether the price is acceptable or not. Regular, quantitative, simple and sufficient commodities are selected, paid and received, and they are directly opened to their hearts."

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< p > in addition, a factor that can not be ignored is that there is no mature chain store of tail cargo cleared under the 234 line cities in China. This makes vip.com a centralized outlet for users to purchase the tail cargo online. Once these users acquire the habit of shopping on vip.com, their loyalty and user stickiness are high, they can form the snowball effect of word of mouth.

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< p > < strong > Sales Insider: big brands abroad, domestic brands holding money field < /strong > /p >

< p > what kind of chain is vip.com providing users with inexpensive a href= "http://www.91se91.com/news/index_c.asp" > discount product < /a > according to Tencent technology, vip.com has three main links in operation: supply, storage and logistics.

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< p > 2009-2013 years, fashion products (especially clothing, shoes and hats) become the largest category of online shopping in China.

At the same time, the retail market has shrunk, and clothing inventory has been seriously overloaded. The trillions of astonishing stocks can not be dumped. The annual sale of large clothing brands is about 20%.

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< p > vip.com's clothing flash buying mode coincides with the time. The only product club in Guangzhou is located in the most prosperous area of domestic clothing trade. Apparel brands are worried about dumping stock. Vip.com needs a large number of branded goods to sell to the 234 tier cities.

Moreover, the profit of the goods and tail cargo in the past season is staggering. Even if the 5-7 discount is still profitable, plus the Commission, vip.com seems to have found a Jinshan.

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< p > "there are basically no fake products in domestic famous brand products, and massive stocks are waiting for digestion, so there is no need to go fake."

Foreign medium name brands are widely copied in China, Japan and other countries. A lot of English makes it difficult for domestic users to identify, and it is difficult to determine their authenticity based on pictures. "

A clothing supplier revealed that on the one hand, vip.com introduced a relatively small number of international brands to attract consumers with low discounts. This part does not make money, but it can win the trust of users, form word-of-mouth communication and gather popularity. On the other hand, it promotes the sales of many cheap domestic brands to attract customers to gain profits.

However, this view has not yet been answered by vip.com.

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< p > according to Tencent technology, these low price domestic brands, though not of high quality, are not inferior products, especially after hundreds of fashionable buyers of vip.com have carefully selected and packaged them.

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< p > in addition to capturing downstream consumers, it is a common killer for vip.com to control the supply chain.

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< p > a supplier admits that vip.com has three reasons to cooperate with others, so that people can not be unmoved.

First, the cargo throughput capacity is strong, fast and mass processing of tail cargo and over season goods; second, limited time special sale will not impact the original brand line price system; third, the account period is short, the account period of vip.com is 1 months, and the average electricity supplier is 3 months.

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At the beginning of "P >" --EndFragment-- ", vip.com paid 15% advance payment to buy the goods of the supplier.

As the scale is bigger, vip.com will have more power to speak, realize the post payment, sell it back and return it, and the volume of returns will be very small after the scale of users.

Finally, vip.com signed hundreds of exclusive sale platform cooperation, forming a virtuous circle, and more suppliers were added to vip.com's camp.

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< p > at the warehousing level, vip.com is moving faster and faster than the Dangdang Jingdong.

In which warehouse does the brand supplier enter the product, vip.com is going to launch the product in which area and city, and the rest of the city consumers can not see it.

This will ensure delivery speed, and second, avoid consumers from getting goods and suppliers will be reluctant to deliver.

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< p > vip.com's flash buying mode has a short cycle and a high demand for logistics.

If consumers are not buying the last time they rush to buy goods, they will naturally greatly impact on buying enthusiasm.

For logistics, vip.com adopts "trunk pportation + landing distribution" mode: from warehouse to trunk line pportation in all cities, vip.com self build + outsourcing.

Inter city pportation, vip.com invested in a strong local company to achieve rapid coverage of urban villages without blind spots.

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< p > < strong > the mode of learning not to avoid the luxury goods supplier without competition, < /strong > /p >

< p > generally speaking, there will be 2-3 parallel competitors in the same industry, such as video industry Youku and potatoes, classified information 58 city and Ganji network. Why is there not an enterprise that can compete with vip.com in the online clothing discount industry? < /p >

In the early days of the 2009 P, vip.com positioned itself as a luxury electric supplier. However, the audience of luxury electric business was narrower, and the brand merchants were cautious about the authorization of the network channel. The scarcity of goods and counterfeit goods led to a crisis of consumer trust, which eventually led to the collapse of many luxury electric providers such as hoha network, product convergence network and walking show network.

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< p > at this point, at this point, vip.com, which is in deep trouble, resolutely adjusts, abandons the first-rate luxury brands, avoids the three hot rivers and lakes in Beijing, Shanghai Hangzhou and Shenzhen, and aims at the two or three line popular brands, such as Adidas, Nike and other Chinese consumers, who are more familiar with the market.

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< p > according to Tencent technology, these low price domestic brands, though not of high quality, are not inferior products, especially after hundreds of fashionable buyers of vip.com have carefully selected and packaged them.

< /p >

< p > in addition to capturing downstream consumers, it is a common killer for vip.com to control the supply chain.

< /p >

< p > a supplier admits that vip.com has three reasons to cooperate with others, so that people can not be unmoved.

First, the cargo throughput capacity is strong, fast and mass processing of tail cargo and over season goods; second, limited time special sale will not impact the original brand line price system; third, the account period is short, the account period of vip.com is 1 months, and the average electricity supplier is 3 months.

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At the beginning of the "P", vip.com paid 15% advance payment to buy the goods of the supplier.

As the scale is bigger, vip.com will have more power to speak, realize the post payment, sell it back and return it, and the volume of returns will be very small after the scale of users.

Finally, vip.com signed hundreds of exclusive sale platform cooperation, forming a virtuous circle, and more suppliers were added to vip.com's camp.

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< p > at the warehousing level, vip.com is moving faster and faster than the Dangdang Jingdong.

In which warehouse does the brand supplier enter the product, vip.com is going to launch the product in which area and city, and the rest of the city consumers can not see it.

This will ensure delivery speed, and second, avoid consumers from getting goods and suppliers will be reluctant to deliver.

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The flash buying mode of < p > a href= "http://www.91se91.com/news/index_c.asp" > vip.com < /a > has a short cycle and requires higher logistics.

If consumers are not buying the last time they rush to buy goods, they will naturally greatly impact on buying enthusiasm.

For logistics, vip.com adopts "trunk pportation + landing distribution" mode: from warehouse to trunk line pportation in all cities, vip.com self build + outsourcing.

Inter city pportation, vip.com invested in a strong local company to achieve rapid coverage of urban villages without blind spots.

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< p > < strong > learning not to avoid a href= "http://www.91se91.com/news/index_c.asp" > luxury goods < /a > electricity supplier no competitor < /strong > /p >

< p > generally speaking, there will be 2-3 parallel competitors in the same industry, such as video industry Youku and potatoes, classified information 58 city and Ganji network. Why is there not an enterprise that can compete with vip.com in the online clothing discount industry? < /p >

In the early days of the 2009 P, vip.com positioned itself as a luxury electric supplier. However, the audience of luxury electric business was narrower, and the brand merchants were cautious about the authorization of the network channel. The scarcity of goods and counterfeit goods led to a crisis of consumer trust, which eventually led to the collapse of many luxury electric providers such as hoha network, product convergence network and walking show network.

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"P", at this time, the troubled vip.com resolutely adjusted, abandoned a top class luxury brand, avoided the hottest three "Jianghu" Beijing, Shanghai and Hangzhou and Shenzhen's Red Sea, aiming at the two or three line popular brand of Chinese consumers, such as Adidas, Nike and other Chinese consumers.

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After the first harvest of gold, vip.com became rich, and rarely received media interviews, refused to participate in industry forums, refused to invite colleagues. This also made vip.com not until the capital market began to attract widespread attention, nor did any of them really join P.

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Compared with many domestic electricity suppliers Jingdong and Dangdang founders, vip.com P founder Shen Ya is more pragmatic and low-key. He immersed himself in the traditional clothing trade for more than 10 years, grasped the choice of products and fashion, and had a deep understanding of the accumulation and control of the whole garment supply chain capability.

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< p > is like group buying. Finally, only the US group can survive and grow.

A person engaged in clothing business said that vip.com has gone through the mode of "tradition + electricity supplier". The essence is that the "shell" of the electricity supplier is packed with the "core" of traditional retailing, and the core competitiveness is in the traditional part of operation strength < /p >

The user group of vip.com P is both fashionable and price sensitive, and goods need to be constantly changed to satisfy their tastes. When a brand is introduced, it is necessary to know where the brand is selling.

This needs to be discerning when purchasing. It is found among tens of thousands of styles that is the most popular among consumers, and can be sold in the season, and it has to reach a high standard in terms of stocking time, quantity and inventory control.

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In addition to the P, vip.com has trained 800 buyers of fashion buyers to ensure that products that are about to sell at the cheapest prices will take time to accumulate and make it difficult for rivals to catch up for a short time.

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