How To Build High-End Consumer Service Platform By Selling Luxury Goods In Temple Library

Chaoyangmen's Galaxy SOHO looks like a science fiction movie, with its monastery and its entire office space ring-shaped, just like the bright and bright cabin in the 2001 space roaming. The company just got financing from the D round of $100 million. Li Tian Xue is the founder and CEO of the temple library and Jiangxi people.

In his impression, in junior high school, some classmates worked in Guangdong, earning seven hundred or eight hundred yuan a month. He was envious of his classmates who looked at his new shoes and returned home. After two years of work, Li Rixue, 24, took up 3000 yuan to go to Shandong to start his own business and trade in household appliances. Ten years of ups and downs, the worst company was burned by an unexpected fire.

In 2008, Li realized financial freedom and was determined to set up Temple library. The motive is very simple: many friends often say that there is no corresponding maintenance and sale after purchase from abroad. At the same time, when many things are bought, the pictures are fresh, and they are thrown away at home, and it is not easy to give people away.

Li Rixue thinks that the huge stock of second-hand goods has been formed, and this market will grow stronger with the increase of consumer's consumption ability and the increase of consumption level. Temple library online soon put forward the company's mission: let the world do not idle resources.

Three months later, the first store in the Temple store was set up in Ji'nan, where customers came to consign with refrigerators, televisions and toys. Li Rixue soon discovered that items with low unit price cost a lot of energy and financial resources in circulation and management, but the return was far less than the name list. So they decided to focus on luxury products that could bring more benefits.

Clear thinking, Li Rixue moved the company to Beijing, located in the "second-hand luxury trading platform", and opened a store in the construction of SOHO. At the beginning of the three founders, they got the qualification of the national appraiser. In order to polish the service experience, Li Rixue also invited the chief appraiser from the United States and Japan to set up the evaluation center of the luxury appraisal center of the temple library. The source of the goods was expanded to user consignment, agent goods and brand goods. In 2011, the temple library invested 10 million dollars in the IDGA round.

Different from the general cognition of "IDG investment is mainly about people", Li Rixue believes that the first thing that Xiong Xiaoge thinks about investing in the temple library is the trend: "although everyone likes to talk about man's determination to win the day, it must look at the industry for a mature venture capital, find the right business mode in the big trend, and find the right people in this business mode."

The 2010 McKinsey report shows that in 2015, China's luxury goods market will reach 180 billion yuan, accounting for 20% of the global luxury market. Almost at the same time, Sequoia Capital Invested in vip.com, which was also making luxury at that time. But Li Rixue has repeatedly stressed that the temple library is not a luxury e-business, even though its online sales have exceeded the line last year.

The supply chain system of luxury goods is hard to make bigger in foreign countries. Therefore, he set the temple library on the "high-end consumption platform", built the service system around the high-end consumers, set up the certification standard, and based on the full acquisition of his trust, let users establish the concept of "playing luxury", so that idle resources can be circulated circulated. The temple library has a complete database, which divides the consignment luxury goods into five grades: N, S, A, AB and B according to the international classification standard and wear degree. For customers who first sell, the price planner will patiently explain the grading, market pricing and sales cycle of luxury goods, and finally give the pricing power to the customer himself.

Using financing, temple library opened the first national luxury consignment and Exchange Club in Beijing Jinbao Street.

Unlike the past stores, the focus of the clubhouse is not on sale but in experience. In Li's words, "I don't want customers to come to my clubhouse because they want to buy a table, but he doesn't feel anything after a week." All the red bar, cigar bar, luxury goods free maintenance, the "Mercedes Benz housekeeper" service to customers and other services have been expanded to Chengdu, Shanghai, Hongkong and Tokyo. Li Rixue hopes to increase online sales to 90% years. For areas not covered by the line, pawnshop set up by a temple The online consignment service has been launched. Users only need to shoot four photos of goods to the website. After identification, the goods can be sent to the library club for sale. Six years ago, in response to Ma Yun's "103 year business", Li Rixue proposed to build the temple treasury for 109 years.

Today, team After developing to 500 people, he discovered that the essence of entrepreneurship is actually torment: "4 rounds of financing, every time I arrive, I will have a week of low tide, and I am very frustrated because I have more shareholders and I have to shoulder greater responsibilities."

Li Rixue has a clear understanding of himself: "you ask where the biggest pressure of temple library is, and I say it is on my own. The ceiling of the enterprise must be me, and I may slow down its development. For entrepreneurs, when a company achieves a certain scale, there will be a string of risk control in the brain, which can ensure the safety of the enterprise, but it also makes it very slow and missed many opportunities. After 90, entrepreneurs will be better, just like the lions on the African grassland. The old lions always watch the environment with vigilance, while the little lions play without scruples. Enterprises are either dying or getting a lot of money, developing chaos or investing in chaos, or risk awareness is too strong, looking ahead and behind, especially in today's rapidly changing era. The traditional business competition, you have more than 30% more than second, but now Internet companies, at least two times more than second, will dare to talk about absolute lead. This round of money is so much money that we really want to expand the distance in the next two years and consolidate the leading edge on the high-end consumer platform.

In management, Li Rixue advocated avoiding two things: "hide the ear and steal the bell" and "the emperor's new clothes". The so-called "hide the ear and steal the bell" means that the staff do not know. In fact, everyone knows everything. The emperor's new clothes, that is, self satisfaction, thinks that they have done enough.

　　 Li Xue The essence of management is service. He warns the management: no matter how we meet the needs of customers, if the internal superiors are not aware of the service level of the subordinates, the external services will never be in place, because there is an old saying in China that it is "born from the heart". With the "surge" of the post-90s employees, in order to adapt to the intergenerational differences, Li Rixue started the reform of "going to the middle level". The more than 20 department directors directly face CEO and enjoy 80% of personnel and financial autonomy. Each department coordinates and operates under the cooperation of the "integration process department", which is sorted out by a special process.

Temple library has opened branches in South Korea, the United States and Italy. In the process of overseas expansion, localization services are emphasized: local websites and local specialties. Although there are many different forms, there is only one goal: attracting the high-end consumers of the world to the platform of temple library and playing together.

Li Rixue thought that the best time to start a business is: "three years ago, some college students asked me what I would do after graduation. I said the simplest thing was to do express delivery, to send several buildings to send. As long as willing to bear hardships, earning ten thousand or twenty thousand a month is too easy, but many young people are unwilling to do so. Now, as you can see, many graduates with keen sense of smell have gone to Jingdong to do logistics. As long as a full year, we can return to the small town of our hometown to set up a logistics station. Li Rixue told the entrepreneur "&i black horse" that the temple library was not listed for the time being. He wanted to achieve the scale of 100 billion and wanted to climb the higher peak to have a look.