LVMH Group Investment Online Fashion Trading Platform

Luxury goods to enter the electricity supplier and mobile Internet will become a major trend in the next five years.

Chanel, who has always been indifferent to the Internet, has also said that it will develop e-commerce business in 2016.

In fact, this is not the first time LVMH has invested in e-commerce and mobile Internet sites.

In August 2014, the Bernard Arnault lead shopping version Instagram applied Spring, at that time, investors also included Cao Qifeng, Andrew Rosen and other industry leaders.

From all kinds of signs, LVMH is replicating its snake model in luxury mobile brand investment.

Arnault is a new partner of C round of financing, and the company's total capital increased by US $60 million.

Investors Accel Partners, Balderton Capital, 14W and DFJ will also take part in the new round of financing.

Lyst is a social shopping and bookmarking website for the fashion industry.

It allows users to track updates of their favorite designers, boutiques, bloggers and designers according to their personal preferences. Follow

First, the user can choose the country in which he or she is located (the default is your IP location). Then the website will automatically filter out the products that support the sale to the area. Users can choose the design style of interest based on their preferences and add them to their Lyst (bookmarks / lists).

In July 2013, Lyst became the first online trading platform to achieve bundled order payment, which enables consumers to buy multiple products from different businesses through a single channel.

In 1 million 500 thousand of its products, 35% to 40% can be bundled.

As of the end of this year, CEO Chris Morton hopes that 80% of its products will be able to open bundled payments.

On the global Lyst platform, a total of 2 million 500 thousand items are listed, from 11000 designers, brands and retailers.

Morton says that it will not take too long to see how the unified payment will affect Lyst's business.

In addition to the earlier technical problems, such as real-time synchronization of inventory, the conversion rate of the order binding function can be increased by five times.

This is also one of the reasons that can attract big investors to join the latest round of Lyst financing.

"500 thousand commodities have been bundled.

This plays an important role in updating inventory.

"Morton said."

This round of financing can attract shareholders like LVMH, a top tier technology investor, such as Accel, on the premise that it can drive bundling.

Morton said that the latest operation data showed that the Lyst platform is expected to achieve annual sales of $150 million.

This will be a big increase for last year's sales of US $40 million, and the company will continue to grow rapidly.

Lyst will extract two digit royalties for each paction (Morton refuses to disclose the specific percentage), which will become an important source of revenue for the company.

Another important focus of Lyst lies in its international expansion.

Earlier this month, Lyst launched a website specifically designed for the UK, which will be launched in Canada and Australia this quarter.

In the future, Lyst also plans to expand to more countries, and will design exclusive pages using local languages and currency.

Asia is also regarded as the most potential market.

China's Lyst app mobile app downloads have increased rapidly, while the highest average orders in Hongkong and the Middle East have exceeded $1000.

"Let us start to understand what brands are popular in different regions.

This is especially important in Australia. We recognize that we need to carry out bikini trading at different times. "

Morton thinks Australia has a localized fashion ecosystem.

But please don't turn Lyst into a trading market or a retailer.

"We are more like a shopping mall or shopping block," Morton told WWD.

"We want to give consumers an excellent shopping experience, and payment methods that are more convenient and quicker for each payment link. They will know whether they bought the goods from Saks or even from Crawford."

When payment is completed, consumers will receive confirmation mail from each retailer and confirm the origin of the goods.

The advantage to retailers is that they can get the information of target consumers directly.

This month, Lyst is the third fashion trading platform to complete the financing link.

Mobile phone trading platform Spring and large second-hand market trading platform Poshmark received $25 million respectively, and plans to put the fund into business growth.

The difference between Lyst and the other two platforms is that Spring and Poshmark pay more attention to mobile phone experience, while most of Lyst's business is conducted through traditional e-commerce channels.

The traffic of Lyst 55% comes from the mobile phone side. 2/3 of the sales come from the PC side, and the remaining 1/3 comes from the app application developed by the mobile phone web page and Lyst last year.

Morton said that the company's top priority is to complete the bundling function, because he believes that unless this function is implemented, mobile app can hardly play a role.

But he ended up saying, "mobile phone terminals are very important, but we don't think consumers who buy them through computers do not exist."