Look At Luxuries In The Temple Library Through Luxury Goods

Li Rixue's feeling is, "time is the best appraiser."

Either dying or walking on the road to death, some people describe the narrow path of China's luxury electric business.

"There are eighteen corners of the mountain road and nine links here."

There are many roads in the world, but the roads themselves are different. For example, the Tujia people in the Song Dynasty are faced with a narrow road, which has also increased their difficulties.

The monastery built by Li Rixue, from the luxury electric business to today's boutique lifestyle, is also a narrow road. On this road, many luxury electric businesses such as Wan watch network, China luxury network and so on have been falling down, while the Temple Bank has just completed its ten year old birthday, and Li Rixue has also won a big reward from L Catterton Asia and Jingdong's $175 million financing, which even surpassed the amount of financing when the temple library went public several years ago.

Destiny has given everyone a different path, and everyone has chosen the path that suits him best.

Perseverance in a narrow road, although no Internet giant like scenery, but seen is a natural landscape.

Li Rixue's feeling is, "time is the best appraiser."

Frigid wind

"Elegance is a right."

-- Wilde

In 1982, Kenneth Cole, a poor kid in New York, suddenly wanted to build a shoe brand of his own. But he not only had no money, but also did not know the shoe industry, but it was such a "three no youth" who really succeeded in completing his dream, and created the brand named Kenneth Cole in his own name. "Kenneth, Cole"

How is the poor boy developed?

When Kenneth thought about setting up his shoe factory, though he had no money, he was very smart.

When he learned that a well-known shoe factory in Italy was in crisis, he immediately started negotiations, and finally worked in cooperation with "credit" to produce the first batch of Kenneth Cole.

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But how can these shoes be sold successfully and build their own brands? This is a problem.

There are more ways than problems.

In the US in 80s, the economy was in a state of depression. There were only two ways to make a brand-new designer brand enter the market. One is to participate in the shoe fairs in Hilton Hotel in Manhattan District, and to compete with thousands of well-known shoe makers on the same field. The other way is to set up a gorgeous store (showroom) in the center of Manhattan District, and spend a lot of money to build a brand image.

Kenneth, the poor boy, has no money.

The thing that money can do is naturally not Kenneth, so Kenneth goes to the city hall to ask how to make himself.

With the lowest investment in Manhattan, the core market.

The answer of the town hall is that only garbage trucks and movie photographers will be allowed to enter Manhattan.

It seems that the possibility of entering the market through trucks is zero.

But Kenneth had other ideas.

He first registered a movie company, then ran into the city hall with the license of the film company, and successfully "swindled" into the pass to enter Manhattan.

He borrowed a 40 foot truck from a friend and went to Manhattan in the name of a documentary.

The car stops on the Sixth Avenue roadside, called filming, actually sells shoes.

On the same day of the shoe show, Kenneth and a director and several models who were also actresses, while filming, selling shoes and innovative ways to attract a large number of customers, Kenneth successfully sold forty thousand pairs of shoes in two days.

Kenneth Cole is red.

The story of a poor boy getting rich is the logic of making full play.

More importantly, you have to understand that the brand of "cool sex" in the world is actually not Muji, but Kenneth Cole.

Today, the Kenneth Cole brand is still popular in the mainstream market of the United States. People like this kind of simple shoes and fashion that "scorn to be boring and boring." this is Kenneth's idea: stand the test of time, coincide with Li Rixue's "time is the best appraiser".

With the unique commercial smell and the scarcity of roadside sales, the poor kid has provided a close access between luxury goods and the public.

All luxuries (brands) have amazing stories behind them, though most of them are reversed logic.

Of course, not all luxuries are inspirational stories. Most mainstream luxury goods are mostly on the top line, with the Royal noble brand.

Of course, the luxury goods with high quality and high price are only due to the favor of royalty, so that they can have the value of time.

The royal family is a symbol of the country, a makeup, a style of dress and clothing is enough to lead the trend.

Louis Xiv, the French Sun King, is a very characteristic "Chaozhou". He praised wigs, high-heeled shoes, silk stockings and even lipsticks. In the 72 years of his ruling career, he led the fashion of Europe in seventeenth Century to a large extent.

The court of Europe is the cradle of the luxury culture. Emperors, empress, even the emperor's lovers and maids are just like the center of the water wave, and their threads are imitated by the public.

Louis sixteen's Queen Maria is keen on the innovation of headwear. Napoleon and his queen Josephine advocate luxury costumes inside and outside the court. Napoleon III's Ou Renni queen has established the taste and height of fashion. Royal competition has made the development of advanced customization into an industry, pushing France to the forefront of the luxury industry.

It is for these reasons that in the French royal aristocracy, many top luxury brands have come out.

In 1853, Guerlain made a royal symbol of bees for the queen of Napoleon III, the queen of the royal family, and won a royal symbol of bees. Until now, the honey as the symbol of the Bonaparte Dynasty is still seen in the packaging of Guerlain. The princess of sissy once made a crown of Cartire, and Napoleon's sister also liked the brand. Ou Renni's order of tableware made Cartire play the "Queen of France" logo; in addition, Princess Kelly bag and Diana's Dai's handbag...

The concept of luxury scarcity has become more and more popular among the people.

Because luxury is not a "gold gas" that is built up with money, but a "precious spirit" precipitated by time. In the history of business and culture, it is refined with the grinding of years.

This is the reason why luxury goods are called luxury goods because of its high elevation, its scarcity, and its cultural story.

But at the same time creating scarcity, it will usher in a dilemma after the tide of industrialization: luxury.

It's hard to get a big business.

Because it advocates not standardized and industrialized processes, but a standard that is judged by elite rules.

Even more than 180 years ago, when Paris was the most prosperous society in the world, a large number of fashion luxury families gradually developed into modern brands from personal workshops. Luxury goods are still the products of the altar.

The extraction of a bottle of Guerlain, known as "imperial water", requires more than 100 kinds of orchids in the process, and 3 species are selected from them. These orchid seeds need to be cultivated in Switzerland, grown in China and produced in France. Even so, 1000 grams of orchid root can only extract 1 grams of orchid flower vitality.

This is Guerlain's "personality" - exquisite and unique. How can it be provided to the market in large quantities?

It is easy to understand that from the royal line to the industrial age, not all the brands can have unlimited scenery.

Especially in the economic downturn, many luxury brands will be on the verge of bankruptcy.

In 2008, Hadi Yurman, the senior British women's clothing brand with over 50 years of history, had designed almost all important occasions for the queen of England, but failed because of poor management.

This is the other side of luxury "rights".

Evidenced

"I only wear Chanel 5 to sleep."

-- Marilyn Monro

In the second half of the nineteenth Century, the progress of chemistry made modern perfume go on the stage of history.

At this point, the perfumer has extracted coumarin from Lingling fragrant bean with sweet tobacco flavor and extracted vanillin from natural vanilla to become a synthetic perfume molecule.

The world-renowned Chanel 5 is in Chanel, "no rose, no jasmine, no lily of the valley... It's hard to figure out. It should be artificially designed, like clothes, cut through", and the synthetic molecule will be presented to people's eyes.

In the era of advertising, Marilyn Monro's interpretation of the classic 5, which is warm, beautiful and changeable, can help people to fly to the common people's home with the help of synthetic materials.

The development of organic chemistry is crucial to the rise of the whole perfume industry in the mass market.

You will be astonishing to discover that history is always explaining a rule: no matter how powerful the right is, it will inevitably create the power to oppose it.

The scarcity of luxury goods has pushed it to the edge of "rights". Under the extreme imbalance between supply and demand, the noble dignity created by the impact of luxury goods will come.

LV road is convincing enough. It is also a clear proof that the luxury industry is moving towards industrialization and standardization.

After the industrial revolution, the burgeoning bourgeoisie quickly became the mainstream of consumption in the upper reaches of Europe. The declining aristocracy also needed social consumption to prove their "remaining" status.

The genius of LV is that he can accurately "find" his core customers. He understands that aristocratic prestige is intangible assets. He knows that nobles will never be merely a fan of a brand because they are "practical". They also want to pursue their style and status.

On the commercialization Road, LV has made great contributions, but this is only in the stage of LV as a family enterprise, or LV as the stage of "scarcity" luxury.

In the industrial age, Arnott, the soul of LVMH luxury business empire, came on the stage.

Arnaud is a gentle wolf in people's eyes.

He has a famous saying: "if we can control the factory, we can control the quality; if we can master the access, we can create a brand image."

It is not difficult to see that Arnott's business practices were realized in the industrialization and standardization means, which laid the foundation for a series of brands in his era.

In 1970s, when the western economy was in a predicament, privately owned reforms were carried out in the background. In 1984, Arnaud bought a "snake swallow elephant" acquisition (which was far larger than the Dior of his family business). At this point, he also stepped up the journey to create an industrial luxury.

Almost at the same time, as the third generation of LV's successor, La Camille, President of LV at that time, found that relying solely on the high-end line has not been able to realize the further expansion of profits, so he decided to merge with MOET & CHANDON Hennessy wine group, which sold champagne at that time.

However, after the merger, the two operations were independent and did not achieve business integration and collaboration.

LVMH fell into the stock market struggle, and the collapse of the stock market gave Arnott a good chance.

In 1987, Arnott became the largest shareholder of LVMH in the stock market and had absolute control. After that, he formally merged the world famous Louis Vuitton with MOET & CHANDON group Hennessy, and set up LVMH luxury group.

Subsequently, Arnaud began to reform LVMH, and the structure of liquor and perfume department was reorganized.

The next story is that whenever we see a beautiful brand, Arnott wants to put his income in the bag, and "gentle and gentle wolf" wanders around.

Under the leadership of Arnott, LVMH has become the industry leader of global luxury goods. Since 1987, it has swallowed many brands with long history and rich connotation, such as Dior in France, Givenchy, Fendi in Italy, and Roy Wei in Spain.

In fact, the secret of Arnott's control of luxury brands is to create a consumer demand that does not exist at all.

He follows such a formula, by mining the history of the brand and interpreting it with the designer, so as to define the brand identity, strictly control the quantity and sales of the brand, and ingeniously create momentum to attract the attention.

In his eyes, luxury is nothing but a business that brings profits to him.

In the mass production of automatic and mechanized production, luxury brands are more symbolic. In order to cater to the market, luxury brands such as Miu Miao and Emporio Armani have emerged.

Others are sticking to it, such as Hermes.

Hermes claims that it has never deliberately catered to the market, never invited celebrities to do endorsements, and did not carry out advertising bombings on the big media. In the 170 years of brand development, the Hermes family is a luxury brand that rarely adheres to its own commercial principles. Regardless of the historical situation and the commercial market, it always adheres to the most high-end brand positioning, insists on selecting leather, cutting to sewing, and improving every step, even if it is a metal accessory, it will repeatedly pound, stretch and polish it, so that it can emit the splendor of jewelry.

In fact, this "high-end" adherence is actually a culture. Behind this culture is Hermes's premium premium. Without such a premium, there will be no Hermes today.

However, "herding" Hermes chose a narrow road, and the scenery was not the same as four seasons.

Most luxury brands choose the way of Kenneth Cole and LVMH.

Extravagant China

"Why do we need a full meal? Why do we need eight treasures?" -- Chinese proverb

In the many strange stones displayed in the new hall of the Chinese Geological Museum, there is an unremarkable big stone, but it is known as "Ci Xi and Tian Yu".

As early as the Chinese geological museum was located in Mutton hutongs, Ci Xi and Tian Yu stood high at the entrance of the gate, becoming the only treasure of the Museum of geology.

Ci Xi loved jadeite jade before his life. This hobby is unprecedented.

After two trips away from Beijing, it was hard for her to get to the age of 70.

Jade used by Ci Xi can fill 3000 sandalwood crates with jade objects.

The popularity of Hetian jade and jadeite jade started with empress dowager Ci Xi. Unfortunately, China did not produce any luxury brand about jade.

Ci Xi, who is not the only one of the Qing Dynasty, has been linked to raw materials such as silk, tea and porcelain since ancient times.

China's luxury goods are scarce, cultural and story, but there is no standard, let alone the formation of industrial commerce, the lack of brand premium.

Perhaps China's modern history is a history of suffering, but no place for luxuries.

"Luxury, Zhang Ye", extravagant extravagance and indulgence, the spirit of criticism is also rising.

The broad and profound Chinese characters can not resist the pursuit of luxury goods.

History seems to be very old. However, in 80s, the planned economy of coupons and grain coupons, in 90s, "three old pieces (watches, bicycles, radios)" and "new three pieces (refrigerators, color TV sets, washing machines") were at least twenty or thirty years old.

In the early days of prosperity, luxury consumption in China stayed at the stage of showing off wealth. Luxury is a symbol of status and status.

The traditional agent's offline route, high tariff, excise tax and consumption luxury goods are only a small, small probability behavior.

But e-commerce opens another window. After the curtain of the earliest luxury network and WAN watch net, with the help of capital, there are many electronic business platforms such as temple library, walk show network, treasure net, charming charm, Jiapin net and so on.

Because of the stage problem, this time, the electricity supplier channel was once regarded as a channel to clean up the luxury stock.

The sale mode of vip.com is also defined as "tail product meeting".

Since the end of 2011, the emerging luxury electric business has been enveloped in layers of black clouds. NetEase's NetEase products and Sina's luxury products of sina have been running at the edge of the closure because of poor operating conditions. The news of haha's arrears of wages, Xiu Xiu net's layoffs, and the resignation of CEO, such as the resignation of "cool net", continue to die.

Either dying or walking on the road to death, some people describe the narrow path of China's luxury electric business.

But the Temple Bank did not die, and the city was cold.

Narrow paths meet the brave, and the competitors are on a narrow road, and there are warriors.

The essence of e-commerce is traffic competition, walking on the mountain road, the temple library has its own rhythm.

The luxury brands of all countries on the road of industrialization and standardization are coveted by China's huge demographic dividend, and in their eyes, these "mobs" are getting more and more materialistic.

Not long ago, the group bought 2 billion 800 million of the remaining YNAP of Italy luxury Electronics Group, and YNAP was delisted from the Milan stock exchange.

So far, in the global open capital market, the temple library has become the only luxury electric business, and has become a loner on the narrow road.

Gemmologist

"Time is the best surveyor."

-- Li Rixue

Time is like a shuttle. In different stages, Chinese and Western attitudes towards luxury goods are not the same. Phasing determines that when the West treats luxury goods, such as works of art, it shows its status and identity.

But this does not affect the commercialization of luxury goods is still moving on an eternal path of development.

Where there is a market, Gao Guang will turn there.

Many of the world's giants are turning their eyes to China on the land of 1 billion 400 million people. The luxury industry is no exception, among which one of the most daring is the LVMH group.

The report released jointly by Bain and Italy luxury industry association shows that in 2017, the overall scale of the global luxury goods market increased by 5% to 1 trillion and 200 billion euros, and the personal luxury market reached a record high of 262 billion euros.

Please note that the report shows that Chinese consumers are still the largest customers in the global luxury industry, and have gained the biggest rebound growth since 2011 in the past year, contributing nearly 32% of sales in the global market.

Deutsche Bank and McKinsey unanimously predict that by 2025, Chinese consumers will account for 44% of global luxury consumption.

No extravagant China, there is no place to desire.

In front of the huge cake, the brave has already appeared.

In July 9th, the monastery quietly announced that it had reached a strategic cooperation with the consumer goods private investment fund L Catterton Asia and Jingdong, and received a total of $175 million from the two institutions.

According to the Temple market today (13) closing market capitalization of 550 million dollars, the money is equivalent to 31.8% of its market value.

If compared with the amount of fund-raising in the stock market in September last year, this is also a great investment.

When the Temple store was issued at IPO, 8 million 500 thousand shares of us depositary shares were issued, with a total amount of $110 million.

In the past financing of temple library, the highest is the D round, from IDG capital, Ventech China Yintai capital and other investors, the amount of financing is $100 million.

At this time, the arrival of $175 million strategic investment, how to make a complete set of expression package for Li Rixue?

Because it is not the largest single financing, but also the subsequent L Catterton Asia, which has a strong backing. It is backed by the LVMH company, a luxury giant.

According to its official information, L Catterton Asia was founded in 2008 and focused on finding consumer company with great potential for growth in Asia. The growth fund is generally located between 5 million -1.5 billion dollars. Currently, there are offices in Singapore and Mauritius, and Hongkong, Shanghai, Mumbai and Sydney have regional advisory bodies.

Up to now, this fund has invested in high-end consumer goods brands, such as China herkie group, which owns ochirly, Five Plus and other brands, one of China's largest ortez commercial operations group, the "sand boat", the beauty brand beauty pill, the fashion men's wear brand GXG, the Korean Trend glasses brand GentleMonster, the Korean entertainment brokers YG entertainment and so on.

L Catterton, the parent company of L Catterton Asia, is the largest consumer goods investment company in the world. It was merged by Catterton and L Capital of the US private equity company in 2016. Both of them hold 60% of the total shares. The remaining 40% share is held by LVMH and its largest shareholder family.

This means that L Catterton Asia stands behind LVMH, the world's largest luxury group, with more than more than 50 high-end brands, such as LV, Dior and FENDI.

Such resources for the temple library, L Catterton Asia investment can not only bring capital, but also more importantly, bring first-line brand resources.

The endorsement of brand resources is a kind of mood for luxury electric providers who are walking on narrow roads.

Another gold main Jingdong, recently launched its own luxury electric business TOPLIFE, whether it is out of category development needs or milk tea sister's wish, at this time, the aid Temple library seems to have a different taste.

The blessing of the two major institutions has brought opportunities for the temple library that has been walking along the narrow road. The giants who worry about food and clothing probably want to see the scenery that has never been seen on the avenue. Li Rixue, who has been sticking to the narrow road, has given them black eyes.

One side cautiously went ahead and murmured, "time is the best appraiser."

Brave

"The benevolent man is not worried, the wise man is not confused, the brave is not afraid" -- "Analects of Confucius"

People who know the temple bank know that this is an enterprise that has a Buddhist family.

Not only is Li Rixue, the founder of temple library, a devout Buddhist, but also because the temple library has been practicing "obscurity" in the industry for nearly ten years, which of course is very Buddhist.

Some people even say that as the first storehouse of luxury goods providers, the temple treasury listing is also very Buddhist, "melting more and melting less". Until the listing, the temple library was unveiled and widely known.

In 2008, the Temple store started from the secondhand consignment mode, thus laying the foundation for C2C.

Behind this model, the commercial basic service facilities of tasting center and offline experiential shop have been set up, especially the tasting center of temple library, pointing to the pain point of the industry, providing a good endorsement for the quality of luxury goods.

But after the pfer from the secondhand consignment mode to the high-end luxury goods, the B2C mode, which gradually accumulates the logistics and financial strength of the temple supply chain, especially the cooperation with the global brands.

Beginning in 2015, the temple library began to pform into a fine lifestyle. During this period, the Temple store buildings and temple stores were rapidly landing. Especially in the near future, the temple library strategy frequently fell to the ground, and worked with Biguiyuan, Parkson and pioneer outlets to find more contacts around the F2B2C.

The world is full of traffic.

In the past ten years, the temple library has arranged its diversified business layout, such as temple library life, temple library art, temple treasury art, temple treasury finance, temple library agriculture, ecological cloud, international station, library and visitor plan according to its own rhythm, but struggling to narrow the road, it still has to carefully guard the following pcripts:

Public information shows that the temple library platform has accumulated over 20 million users, over 3000 cooperative brands, 30 thousand SKU boutique worldwide, and 3500 passenger price. Behind these figures is the building power of the commercial ecology of the "C2C+B2C+F2B2C+ line" under the temple library.

Things have a beginning and a beginning.

On the narrow road, many people walk, and they become the main road.

Now the situation is that L Catterton Asia is coming, and the Jingdong is coming.

"Luxury is a very special category. Its scarcity, brand premium, culture and other attributes are not what you want to enter," said CGO, a champion of the temple library.

China, which is not luxurious, has the largest luxury market in the world.

The title of the monastery built by the champion is to build up the most solid channel for China's electricity supplier and the world's luxury square, step by step, though the passage is long and difficult.

The wind is not moving, it is the heart moving.

Buddhists often go against the trend.

If the entry of L Catterton Asia brings changes in the supply side, if the Jingdong brings traffic, where will the temple library go?

In any case, the temple library, once again financing with a narrow road of $175 million, has ushered in its own high light moment.

And Li Rixue, once again, has gained a lot of applause, though sporadic, for his persevering.

In fact, there is no narrow road or broad road, so long as it is a good road.

But the best way is to make himself a road. Li's school and his temple library seem to continue his narrow dance in this way.

"We want to be a dream factory of luxury brands in China", Li Sheng learned the slogan for the first time in the 2018 storehouse conference of library users (designers).