Transformation Of Luxury Electric Business

The first is vip.com, which has been listed in the US. Earlier, vip.com briefly tested the luxury electric business, but the result was not good. After that, vip.com quickly extended to the domestic two or three line brand, and transformed it into "Internet brand outlets" of the popular brand, the flagship domestic brand tail cargo. The company also made quick losses and eventually went public in the US. Its stock is soaring all the way, and is regarded as "evil stock" by the industry. According to its latest 2014 earnings report, the total net revenue of the fourth quarter of 2014 increased by 108.9% to $1 billion 360 million compared to the same period in 2013 (about 8 billion 498 million yuan); net profit increased by 122.8% over the same period in 2013, reaching 56 million 600 thousand US dollars (about 353 million yuan); gross profit was 338 million 200 thousand dollars (about 2 billion 111 million yuan), an increase of 112.2% over the same period last year; the number of active users reached 12 million 200 thousand percent, up to the same period last year; the number of orders increased year by year.

In the era of the domestic electricity market experiencing collective decline, vip.com's remarkable achievements undoubtedly give the whole industry a shot in the arm.

The biggest reason for vip.com's earnings hope lies in the category it chooses and the organizational form of sale on this category (flash purchase). This makes vip.com have great selectivity in selling products, and it is also possible to achieve differentiation so as not to fall into the vicious circle of price war. In addition, vip.com's main category has a large market online, for example, clothing is the largest category of online shopping, and has maintained rapid growth in recent years.

When it comes to transformation, we have to mention a new round of financing for the temple network last year. In July 21, 2014, the luxury luxury service platform Temple announced that it has completed a new round of financing with a total scale of over $one hundred million. It has been the largest ever in China's luxury goods and high-end fashion business. Financing enterprises 。

On the basis of IDG capital, French venture capital Ventech China (Yintai capital), Sanghe investment (France Mulliez Family Investment Fund), Pangu founding wealth, Bertelsmann Asia Investment Fund and other previous rounds of financing, this round of financing was founded by Li Ruigang and served as the chairman of the Hua Renwen Capital Investment Fund (CMC Capital Partners), IDG capital, Ventech China, Sen investment, Pangu and so on. The Bank of the United States provided tens of millions of dollars in credit for the same period. Throughout the industry's financing difficulties today, the latest financing of temple library has attracted much attention. Of course, this is also due to the successful transformation of the company.

The first is to create a luxury appraisal platform. Facing the chaos of fake goods, the temple library set up a standard system from the beginning, and guaranteed 100% genuine goods as the core competitiveness. It is reported that with the gradual establishment of temple library appraisal system, the temple library has set up an expert identification team covering more than 10 fields of luxury goods, and has launched the remote identification equipment. "Every commodity sold in the Temple store must be strictly identified by the one to one cross of the professional appraiser of the temple library. Now the identification platform of temple library is already a competitive third party, which can provide users with global services. Temple library brand Zhu Xiaoxuan, director of the market center, told the International Financial Daily that "temple library is not a luxury luxury business, but a high-end service platform for consumers. Selling luxury goods in China is the first step in development. Combining online and offline is the second step. Opening branches abroad, setting up entity shops and establishing a member center to provide global services for consumers is what we need to do now.

In addition, Zhu Xiaoxuan pointed out that cross border consumption is now a major trend. Domestic cross border main cable cross-border and offline cross-border two modes. Offline cross-border refers to the consumption abroad, and the consumption of overseas Chinese presents a strong growth momentum. However, there is another problem in overseas consumption, that is, after sale, there is no guarantee.

It is reported that temple library as early as 2013. Italy The establishment of branch offices, clubs and member service centers in Japan and other places started the layout of cross-border electricity providers 3 years ago, and built a sales network through the global supply chain system, bringing the best products in the world to domestic consumers while achieving overseas localization services for outbound shopping. "Today, the Milan club is about to open, and there are also member centers in Tokyo. Temple library is the realization of high-end consumption overseas landing, and localization services. Whether in domestic consumption or foreign consumption, temple library can let consumers enjoy security system without worries. The global cross boundary of temple library is not only an import and export trade enterprise, but a platform based, intelligent and globalized foundation to connect global consumer demand.

Although the transformation of vip.com and Siku is still stable, their counterparts are not so lucky.

The transformation of Shang pin network is to go down the light luxury route and close to Topshop. Since the introduction of fast fashion Topshop to enter the website, Shang pin has already demonstrated its attitude. "The first stop of global luxury fashion" has become a new label. The introduction of Topshop, a high street brand in the UK, did attract a lot of attention at the moment, but at the beginning of 2015, it was caught in a wave of layoffs.

There are two media reports that "Shang pin net once again fell into a layoff storm" and "two years have not been invested, more than half of laymen's net layoffs, luxury goods providers have no money burned" article, so that Shang pin network into a negative public opinion whirlpool. To this end, Shang pin net issued a statement, pointing out that there are more than 450 employees in Shang pin network, not the "reduction of more than 100 people" mentioned in the report.

But people in the industry say that they have received frequent resumes from employees of the Shang Shang net recently, and the reason for their resignation is directly to the "Shang pin net layoffs". In addition, the transformation of stylish department stores has led to the authorization of Ferragamo. From the website activity, the excellent network of Sun Tongyu, founder of Taobao network, is still operating normally. However, the behavior of setting up offline stores in the two or three line cities still reveals that the performance of the e-commerce business is not good.