Super-In Got 10 Million Yuan Prea Round Financing

According to the world clothing shoes and hats net, Europe.

Licensing group authorized agent and supply chain service provider Super-in Jane has completed 10 million yuan PreA round financing, from perilous peak to Changqing leading, blue cursor and investment.

Super-in Jane was awarded 10 million yuan angel financing in 2015.

Super-in Jane luxury is a light luxury brand that sells enough recognition in Europe but does not form a sales system in China.

The brand they choose has three characteristics: first, it has a history of 10-300 years and good.

The story has a certain reputation in China, such as the Aspinal of London, which is often used by the British royal family, because Kate is known by the Chinese people. Secondly, the annual sales in Europe are between 10 million euros and 200 million euros; in addition, the unit price is before 1000-5000 yuan.

Cui Qi, founder, said that the aim of targeting such international brands in China is to find the needs of both domestic and brand dealers.

From the domestic market point of view, China has 1-2 billion light luxury consumer groups. These people are diverse and individualistic in their understanding of brands. They are no longer keen to pay for big logo, but there are still gaps in quality brands.

Although there are some independence in China

Brand, but it takes time to develop. In comparison, the international light luxury brand, which has its own sufficient accumulation, is more likely to succeed in business if it can enter the domestic market.

From the perspective of the brand side, the Chinese market has great attraction, but they lack the resources and channels to enter China. They also need to assess the risk of failure after entering the WTO. Therefore, a strategic partner who knows the European fashion brand and the Chinese market needs a lot.

Based on the above considerations, Super-in's luxury business model is divided into three stages: the first step is to select a group of brands to act as agents, to distribute in self App, Tmall, Jingdong, glamour and other channels; the second step, according to the feedback from online channels (70% sold out in three months), select brands that have potential in China and negotiate with the brand side to form a joint venture, bind into the Chinese market and monopolize sales in the domestic market; third, from a long-term perspective, when the joint venture develops to a certain scale, go to Europe to buy the original brand.

Taking these three steps together, Super-in's ultimate goal is to become a lightweight LVMH.

At present, Super-in Jane has already cooperated with 21 brands, including Monica Vinader, Amanda Wakeley, Oliver Sweeney and so on. Cooperation is basically in the first stage, that is, to make online distribution in the form of agency or exclusive agency.

Super-in Jane has signed a 3-6 month trial sale contract with a branding company. When the company considers that the commodity has a risk of unsalable sales, it can rescind the contract within three months.

Among the 21 brands, one brand has gone to the second stage - it has been negotiated to set up a joint venture company.

This brand is from the Cambridge Satchel (Cambridge bag) in the UK, and is famous for its English school style schoolbag design.

According to the two sides' agreement, Super-in will help them establish a Tmall store and a offline store in China, and then expand further according to the development.

To get through this whole mode requires strong team experience.

First of all, from the source, we must have the ability to talk about cooperation with the brand side. After that, we must have the ability to operate the brand.

Cui Qi believes that his experience and background are the core of brand trust.

She graduated from University of Cambridge in MBA and worked in the Consulting Department of England central bank, Goldman Sachs London Acquisition Department (luxury industry), and Ernst & Young London branch. 8 years of experience in luxury acquisition and acquisition allowed her to successfully push forward cooperation with brands. She explained, for example, that the initial cooperation from Cambridge bag, the domestic market and the establishment of a joint venture took six months.

However, when it comes to establishing a joint venture with the brand, how can we judge whether the brand will be successful? Is it enough for 3-6 months' trial sales? For this reason, Super-in Jane has responded in a luxurious way. It is really difficult to identify the brands, but first of all, the brand they choose has already had a certain degree of awareness in China. Secondly, during the trial sale process, they will also use Tmall, temple library, OFASHION, Fifth Avenue and other channels to enhance brand awareness. Thirdly, the quality of European brands is high, and the profits of luxury goods are also very high. As long as there are several brands that can open the market as MK and Kate Spade can open the market (annual sales volume of around 1 billion yuan), the whole company is successful.

Now Super-in Jane has not promoted its own App, and has 2000 paid users. Since its launch in September, its monthly sales volume is 300 thousand yuan, and Super-in Jane luxury has earned about 4 million yuan in 2016.

In terms of team background, in addition to the founder Cui Qi, who previously introduced, they also have a brand relationship manager who has 10 years of buyer experience in the UK. The other Chinese members of the team are from Tencent, Baidu, Sina, Tianyu and other Internet media companies.

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