High End Consumer Goods Market Is Turning Point, Temple Library Financing $100 Million

< p > in Li Rixue's view, the first 6 years of the creation of the luxury business platform Temple library just solved the problem of enterprise survival. "The establishment of a diversified talent team, the establishment of luxury appraisal and maintenance business, and the establishment of offline entities clubs all over the country are all aimed at saving resources and finding a turning point for enterprises at the right time."

Li RI theory.

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Below P, Li Rixue finds this point.

The new round of financing announced recently by the Chinese cultural investment fund, with a total scale of over $100 million, has not only become the largest financing for China's luxury goods and high-end fashion business, but also will be a turning point for the development of the temple library.

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< p > "what I am thinking about is not how big the number is, but how much resources I need."

This is the first time the temple library announced a new round of financing recently, Li learned for the first time in the media.

He stressed to the first Financial Daily reporter that "if we look at the present situation after 3~5 years, this financing event will be a turning point in the high-end consumer goods market."

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< p > Li Rixue feels that industry competition is the one who can perceive, anticipate and respond earlier.

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< p > he gave an example. Many people may not realize that the price war between Jingdong and Suning in August 2012 has caused a deep fission in the traditional household appliance industry, that is, consumers have realized that buying appliances online is a normal thing.

Li Rixue believes that this change is the explosive force formed after a certain degree of accumulation.

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< p > in fact, the huge consumption volume and consumption demand of luxury goods once led the concept of luxury electric business to be favored by the investment circles. Since 2009, there has been a large influx of capital into this industry, but Li Rixue has not been optimistic about the pure luxury electric business from the beginning.

In his view, the sale and sale of this move is only a representation, his goal is to lock in this group of people, around them to build high-end consumer service platform.

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< p > for this reason, during the period of the industry's scenery, the Temple store was not out of the way in the industry, and it was not even much concerned by investors. Li RI theory, at that time, was basically working on his head. At that time, he was just thinking about how to build the new channel for the sale of luxury goods.

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< p > until the second half of 2011, due to the successive exposure of sources, channels, funds and so on, many enterprises in the industry changed their business models, and even some enterprises declared liquidation and bankruptcy.

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< p > but on the contrary, Li Rixue felt the real starting point of the temple library since then. In his mind, he had always thought that the temple library was developed from the A round financing granted by IDG capital in 2011.

He told reporters that for the temple library, this is an accelerated development of funds, allowing enterprises at that time to have funds in Beijing opened the first 1500 square meters of clubhouse, will experience, appraisal, sales, maintenance of these offline functions are fully demonstrated.

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< p > "how many LV packages and how many Rolex watches on my platform are not important to me, it is important to build service systems around the high-end consumer groups in various life scenarios, and integrate products and services that meet this service system."

This is one of Li Rixue's plans after the new round of financing.

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< p > Where does he come from? Where 3 million of the registered users are online, the average passenger price per unit reaches 8000 yuan, and the average unit price is 15000 yuan. The volume of pactions exceeds 1 billion yuan last year. Li believes that this series of figures will be the cornerstone.

"Doing the platform is a good idea at the very beginning. Although some directional things in the middle are constantly adjusting, it is like a child going through primary school to university, and the general direction is the same."

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< p > in his view, the development of the Internet has great influence on the change of consumption habits. But in the high-end consumption part, if the Internet is simply cheap, it will not be an advantage for the enterprise. If it is only price oriented, it will attract consumers when there is promotion. When it is not promoted, it will not come. Ultimately, it won't be the main high-end consumers. It is difficult to continue the market without additional things.

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< p > Li day theory. This is why he insisted on identifying the business as the core of the temple library from the beginning.

"Trust is the most important part of high-end consumer service."

Li RI theory, "do luxury appraisal, then do consignment, and then do after-sale maintenance, all in order to build a platform for trust."

In his view, this is a stepping stone for consumers to accept the industry and open the industry entrance.

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< p > and on the setting of the model, Li Rixue thought clearly that consignment is an act of consignment, and it does not need to advance funds by itself, so that the Temple store can achieve low inventory and there is no problem of unsalable cash flow.

In addition, the fixed input cost of each offline club is around several million yuan, plus the construction of a luxury maintenance factory. He believes that the investment of these hardware is far less than that of tens of millions of dollars in advertising costs and much more effective.

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P > Li Rixue believes that once the foundation of the trust is deep enough, then the imaginary space extended by the platform will be large enough.

According to him, luxury identification and evaluation business will soon be unified into the certification center, which will lead to identification, testing, valuation and other various services, so as to set up service standards and set up an industry service system.

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"P >" any commodity or industry that meets the standards of the certification center can be included in this platform. In addition to < a href= "http://www.91se91.com/news/index_c.asp" > luxury goods < /a >, resources such as hotels and tourism can be integrated into the platform.

Li RI theory, "what we need to do is to work in a standardized way for the industry to decode, so that different industries that are involved in this platform can become mobile, just like we are responsible for repairing the roads so that everyone can run smoothly on the road."

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< p > an obvious feature is that < a href= "http://www.91se91.com/news/index_c.asp" > Temple library < /a > has been extended from the early single bag category to watches, jewellery and diamonds. Last year, the luxury car channel and aircraft channel were also opened.

But Li Rixue also stressed to reporters that it is very important to grasp the rhythm in this process. "We sold bags for 3 years before we started selling watches. The reason is that we want to make a deep penetration of a category and set up a standard system before putting it into the next one."

Li RI theory, "we have been doing the business of luxury cars for 1 years, but there is no big investment now. The key is that the standard system has not been integrated at this stage. In fact, a lot of products can be expanded, but it will never happen at once. It must be in accordance with the rhythm."

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > Li day < /a > the most favorite saying is that success comes to pass. In his opinion, in order to rush through all key time nodes, it is very important to adjust speed.

For example, for example, Internet technology application research and development is the short board of the enterprise, and the understanding of fashion and brand culture is not the strong point of the enterprise. According to him, some of the funds after the new round of financing will make up for the shortcomings of the short board through certain M & A activities.

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< p > it is unavoidable that the trend of global circulation of luxury goods is becoming more and more obvious.

According to Bain management consulting's 2013 China luxury market research, Chinese consumers spend 350 billion yuan on luxury goods every year, about 2/3 of which are purchased overseas.

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Li Rixue clearly felt that the buying habits of the high-end consumer groups in China had gone from home to abroad, and this group of people had formed their own cognition of where to buy and what channels to buy.

Li Rixue feels that the temple needs to develop the global market as soon as possible in order to adapt to this change in consumption habits.

At present, temple clubs in Milan, New York and Paris are already in preparation.

"In the future, Japanese consumers can buy things on the official website of the American Temple library, and American consumers can also consume in the temple Library of China's offline club, which will be a cross platform."

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