Why Does Vip.Com Start Women'S Business?

To open vip.com's application, vip.com is closer to Taobao than category and consumer.

Channel, but on the brand side,

The difference between Taobao and

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We have counted the top ten products of Jingdong, vip.com and Taobao in the real time sales list. In vip.com, we can find out the brand of the Amoy brand, which has already withdrawn from Jingdong platform.

Now visiting vip.com, besides those Amoy brands, it feels more like visiting department stores in the two or three tier cities.

Or you can see international brands like Andemar and UGG, but more, those shopping centers in the first tier cities will not be placed on the one or two floor counters.

In the declaration of cooperation, Tencent stressed that users' demand for search, discussion and purchase of brand clothing is rising in WeChat and QQ. Vip.com said it would further strengthen the leading position of fashion wearable products (including clothing, shoes, bags and accessories, etc.), as well as female users, while Jingdong said that both sides had "similar operation mode, high proportion of proprietary business, and both sides attached great importance to the development of fashion areas".

According to the world clothing shoes and hats net, up to now, vip.com has more than 6000 brands in the world. In the last quarter, vip.com has added the only luxury channel. It also co operated with independent designers and went to Milan fashion week to introduce vip.com Giorgio Armani, Versace, Guess, Marc Jacobs, Sergio Rossi, Shanghai and other brands.

This is a female business. The proportion of users from three or four tier cities is higher than that of Jingdong and Taobao.

According to vip.com's own account, 80% of its 300 million users are female.

The data of Aurora big data iApp monitoring platform show that 68.9% of users who use vip.com applications are women, far higher than Jingdong's 39.2%, and also higher than Taobao's 59.5% level.

It should be noted that the statistics of Jingdong application are only available here, and the users who visit Jingdong from WeChat shopping portal are not included.

In 2014, Shen Ya discussed at the earnings conference that the number of users in the second tier cities exceeded the three or four line cities.

Since last year, vip.com has also told the story of three or four line cities at the earnings conference, saying that the construction of self logistics system has prepared for "sinking to three or four line cities".

The most recent data of Aurora data iApp monitoring platform show that Jingdong accounts for 42.6% of the three or four line cities of Jingdong users, and the proportion of users in three or four line cities is 50.9%, while vip.com is 52.9%.

Recently, Jingdong has been busy expanding its growth channels in rural areas and offline. With vip.com's cooperation, vip.com has complementary possibilities with Jingdong in addition to fashion and brand complementarity and expansion of three or four tier urban users.

Just like the difference between shopping mall and Sijiqing wholesale market, even if there are many brands on the vip.com platform, they are not the ones that will be placed in the gold position. But when you go on the 345 floor of the shopping mall, you can see that the amount of orders you bring to your eyes is not small.

In the last quarter, 23 million 800 thousand users opened vip.com at least once a month. On average, these users spent an average of 643.2 yuan per person in vip.com in a single quarter. If they simply add up the per capita consumption in the past year, they will exceed 2500 yuan, which is roughly the same as that of Jingdong, while the annual consumption of each active buyer on Alibaba platform is about 250 yuan.

There is not much advertising, but the biggest cost of vip.com is vip.com.

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Since 2013, vip.com has not stopped sponsoring and naming variety shows. It is not new to see vip.com or natural or rigid implantation in all kinds of popular TV dramas and movies.

During the promotion season, many people did not buy anything on vip.com, nor could they escape vip.com's advertising on video platforms, buses and subway stations.

Since last year, vip.com has also invited Jay Chou as "chief surprise officer".

In the next year, vip.com's advertising will cost ten hundreds of millions.

Nonetheless, spending on marketing is not the biggest cost for vip.com, which accounts for the proportion of its revenue in recent years.

In the last quarter, vip.com spent 478 million yuan on marketing, which only accounted for 3.1% of the total revenue of the only product in the quarter, which is the lowest level since the 15 quarter.

Vip.com President Yang Donghao explained that in the first quarter, they began to use the personalized recommendation platform.

But the main reason is that vip.com has allocated some of its third quarter marketing budgets in the fourth quarter.

"7, August and early September, the weather is often very hot, people often do not buy too much clothing products."

The fourth quarter is the highest quarterly vip.com marketing expenditure: not only double eleven, vip.com's annual sales promotion is also in this quarter.

Because self built logistics warehousing and need to cover three or four line cities, vip.com's biggest cost is spent on delivery.

Half of gross profit has been spent in the latest quarter.

In the last quarter, vip.com spent half of its gross profit on logistics expenses, up to 1 billion 700 million yuan.

Next year, vip.com expects to invest 3 billion yuan in logistics.

Vip.com's logistics company was established in 2013.

In July of this year, the logistics company of Feishui held a courier business license from the state post office.

In the first nine months of this year, vip.com increased more than 7000 employees, mainly to support the "last mile" delivery business.

At the same time, vip.com has added 1000 delivery sites to support domestic and overseas storage centers.

Now, vip.com's 95% orders are distributed by a self run logistics company, and the proportion of direct return from vip.com terminal distribution personnel reaches 68%.

This makes its experience more stable than Taobao's.

In the first quarter of this year's earnings conference, vip.com chief financial officer Yang Donghao announced that the company will reorganize the logistics business, which is also for the growth of the company's cash flow.

Jingdong announced the opening of logistics business at the end of last year, and in May this year, vip.com made similar decisions.

Yang Donghao said that at present, vip.com's warehousing utilization rate is about 80%-85%, which is open to more third party businesses using vip.com's logistics services, and can also share the logistics cost of each order.

Founded in 9 years, the only product has tried many new things, and finally relies on its main business in December 2008. Vip.com was founded in Guangzhou.

At the very beginning, vip.com was selling luxury goods, selling luxury clothes, shoes and hats, referring to the French website Vente Privee.

Soon, the luxury goods model was blocked, and the vip.com pformation made a special sale of the two or three line brand. Since then, vip.com has played the slogan of "a website that sells special products".

With two rounds of financing from Sequoia and DCM, vip.com was listed on the NYSE in three years.

However, at that time, stocks in the US were in a doldrums, and vip.com's stock was not valued by US investors. On the day of the listing, vip.com's stock price fell below the issue price, closing at a price lower than the 15% price of the issue price.

After the earnings report was released, vip.com's stock price improved, or even once known as the "monster stock". In 2015, vip.com's market value rose by 60 times.

A few years after vip.com went public, it has to catch up with the apparel industry.

Vip.com's model has also been copied.

"Seventy percent off capping and famous sale", in 2013, fan Kai pin, shop No. 1 and Tmall launched a special sale channel on the official website.

In 2014, vip.com acquired the 75% stake in the beauty shop electric bee network.

In 2015, when mother and baby and cross-border electricity supplier fire, vip.com also participated in it.

In the first half of 2015, vip.com invested in Mai Le, spicy mama, Beilun technology and four parents of lotus.

At the same time, vip.com also began to do business at sea. In the first quarter of that year's earnings conference, Shen Ya said: "vip.com's current business category is also very suitable for cross-border e-commerce.

There will be a lot of room for future vip.com's business.

2015, 2016 and 2017, "black Friday", vip.com made the "pink Friday" Shopping Festival.

However, from 2015 to 2016, the total volume of cross-border pactions in vip.com (GMV) accounted for about 5%, and there was not much progress.

In a recent earnings conference about cross-border electricity business, Yang Donghao said vip.com bought some products from some overseas suppliers, but most of them were standardized products, such as cosmetics, household products and baby products.

Neither mother nor baby nor cross border has become a strong new business for vip.com.

But vip.com's main business, clothing and footwear bags, has been growing.

In addition, vip.com's mobile phone application was done very early. In 2009, vip.com's mobile phone application went online.

This is a lot of opportunities for survival than those of PC who have made a slow pition to mobile phones.

But concerns about the quality of platform products and the news of vip.com's sale have never been broken.

At the end of 2015, Moutai, which was sold on vip.com's annual promotion, was identified as a fake. Guizhou Moutai wine company said it had never had any cooperation with vip.com.

In December 31st, vip.com issued a statement promising to pay 10 times the compensation, but did not explicitly recognize the sale.

In the past year, the Chinese consumers' Association issued a letter of persuasion to vip.com, saying that vip.com limited acknowledged that the original products of the non Moutai group were original, but avoided the quality problem of the products.

Finally, vip.com made a public apology and admitted that its attitude was not sincere enough.

This year, vip.com began to talk about the story of quality e-commerce.

In May 31st of this year, vip.com official micro-blog, which had 7 million fans, emptied thirty thousand micro-blog records that had been sold.

Two days later, vip.com vice president Feng Jia Lu published an open letter "not only a full stop", announcing vip.com's opening up a new slogan, and upgrading its brand to "quality selection and genuine sale".

In the TV drama "Ode to joy 2", which was broadcast in July, the implant side also arranged for the protagonist to emphasize that vip.com bought things because "it is genuine and can be returned".

Vip.com is third, but in addition to Alibaba and Jingdong today, China's e-commerce providers are not too big. Before Jingdong and Alibaba listed, vip.com is the only one of the few successful Chinese listed e-commerce providers, and jumei.com, which is also listed on the same market, now only has 1/4 of its market value.

Mcglaughlin and Dangdang, who were listed before vip.com, both delisted from the US stock market in 2016.

The gap between Jingdong and Alibaba has been very large. As the third place, vip.com is far behind.

Although in China's electricity supplier market, vip.com's share is only 3.7%, but it is already the largest outside Alibaba and Jingdong.

As of November this year, an average of 199 million users opened Taobao once a day, Jingdong and vip.com were ranked second and third, respectively, but the numbers were not the same, 35 million 990 thousand and 22 million 590 thousand, respectively.

This data only includes the application, not including the third party web site entrance and the activity of the website is now a little size of the e-commerce, not Tencent is the Tencent is the Tencent to invest in the rumor, from 2015 has appeared, in July this year, the media reported that Jingdong may buy the news, at that time, vip.com and vip.com had jointly issued a public statement against Tmall compulsory brand "two selected one".

At that time, Jingdong and vip.com both denied the news of mergers and acquisitions.

A few months later, the result was that Tencent and Jingdong joined the stock market. At such a high premium, Tencent and Jingdong were even more anxious.

Also, if vip.com goes to Alibaba, clothing is almost the business of a Alibaba company.

Now clothing is still the main driving force of the electricity supplier, vip.com's help for Alibaba may not be so great, but vip.com is not in the Jingdong side, for Jingdong is a big trouble.

Cooperation with Jingdong will help vip.com directly in logistics.

Vip.com and Jingdong's logistics mode are similar to reduce the delivery time, invest huge costs, and cover as many as 1234 line cities as far as possible.

At a recent revenue conference, analysts asked about the update of warehouse utilization and the profitability of logistics business.

Even if vip.com has a warehouse utilization rate of 80 or 90% in the rush hour, they still need larger orders to share the logistics cost of each order.

Tencent can give vip.com, of course, traffic.

After the paction is completed, vip.com will still operate independently.

Liu Chiping, President of Tencent, said in the announcement that "Tencent users' demand for search, discussion and purchase of brand clothing in our application is rising", indicating that Tencent will cooperate with vip.com in "user traffic, marketing and payment scheme".

The entrance of vip.com will appear in the ninth chamber of WeChat wallet. It will be put together with the drops, the group takeaway, the public comment and the mogujie.com ladies' entrance. Jingdong will also add vip.com's entrance to WeChat's "discovery shopping" and the front page of Jingdong mobile apps.

In the announcement, Jingdong also promised to help vip.com achieve certain sales targets on Jingdong platform.

In the November earnings conference, only product called "is focusing on social platforms, including WeChat," the small program is just beginning.

On the effect of WeChat diversion, Yang Donghao's evaluation is that "may become an effective way to obtain traffic."

The electricity supplier is ultimately a large-scale business, and the support from Tencent is still much smaller than that of Tmall Taobao.

They will eventually have a result with Tmall Taobao.

Tencent relies on its own traffic infrastructure and shares a large number of big and small businesses.

It sounds like the "Tencent Department" hat will have all the privileges from WeChat and QQ.

It's never easy to cross company cooperation.

More interesting reports, please pay attention to the world clothing shoes and hats net.