O2O Competition For Luxury Electronics Platform Competition

Here world clothing shoes The small net of hat net introduces to everybody is online + offline: O2O differentiation competition of luxury electronic business platform.

"Temple library network only more than 300 people, we have begun to make profits." At the end of 6, the CEO Library of the temple library was revealed by an exclusive interview with reporters.

Li Rixue said frankly, "supply chain" and "trust" are the two mountains in front of the luxury business operators. However, most entrepreneurs have embarked on the road of burning money without considering how to solve these two core problems, and the results can be imagined. Whether the temple library network can become the "leftover" one is still unknown.

　　 Luxury appraisal cracking trust problem?

Temple library was established in 2008, its business includes luxury online sales, offline entities club, idle luxury two circulation, luxury appraisal, conservation and so on.

In Li Rixue's mind, the location of temple library is a platform for serving high-end people. "We can sell all the products they need, not just luxury goods, around the user.

We are not sales agents, but service platforms. It is reported that at present, there are three kinds of goods sold on the website of the temple library, one is the products authorized by the brand dealers, the two is the products provided by the agents, and the three is the products directly sold by overseas businessmen. However, Li is not willing to publish its authorized brand list.

At the same time, temple library opened 5 high-end repository clubs in Beijing, Shanghai, Chengdu, Hongkong and Tokyo, consignment of second-hand luxury goods, from which the 10%~15% sales commission.

It is reported that many brands such as LV have never been authorized to give any electronic business platform in China. How to solve the problem of authenticity? Li explains that the products sold on the website of the temple library come from some suppliers' products or consumers' consignment products. To this end, the temple library network set up a special identification center, there are more than 40 qualified professional appraisers, all the goods will be shipped to the consumers after verification by the identification personnel. At the same time, the temple library also set up a special luxury aftermarket service factory.

second-hand famous brand An insider at the Milan platform of the trading platform also told reporters that goods appraisal and after-sale service were almost a threshold for the management of second-hand luxury goods.

In fact, it is difficult for the luxury goods identification industry to have a unified consensus. Hao Zhiwei, a senior business observer, told reporters that the identification of second-hand luxury goods is more of a saying. It is difficult to have a unified standard. "Second-hand car transactions have unified standards, such as buying time, mileage and maintenance records, but it's hard to say that luxury goods are judging their value from the time of use or the old and new levels."

At the same time, he said frankly, "the mode of moving luxury stores to the Internet is definitely not workable. We must support cable services."

Coincidentally, Milan station has also moved from line to line, and its e-commerce platform has been running low-key for two years, but its website sales last year was less than twenty million yuan.

　　 Differential competition in water trial competition

In 2012, it has become the watershed of the electricity supplier. The ordinary electronic business platform gradually sober up from the 2011 capital fever and turned to seek profits. Luxury electric providers also began to abandon copying mode and seek differentiated competition.

The reporter noticed a detail, in the temple library online, "brand" column and "overseas direct mail" column of goods in the phenomenon of duplication. Among them, the source of "brand" goods is suppliers and secondhand consignments, while "overseas direct mail" comes from direct suppliers from overseas businesses.

Whether there is internal competition for the two, Li Rixue explained, "there will be no competition. Brand goods are more domestic and can be delivered quickly, while overseas direct mail takes ten days, half a month or even longer."

However, in the majority of the industry and users interviewed by reporters, in addition to counterfeit goods are bruising, the high price is also an important reason for them to be deterred.

Reporters found that in London, London, Bicesteroutlet bought a BOTTEGAVENETA lady Long Wallet priced at about 3500 yuan, but in Yintai network, Milan station mall and other sites, the price is more than 6000 yuan.

A survey conducted by a foreign information agency showed that the average cost per person of luxury shopping online was 1397 yuan. This shows that the purchasing power of Chinese luxury electric business customers is very conservative compared with the offline ones.

However, Li does not seem to worry about this. "It is not just the discount of luxury goods that can open the market, nor can we win by price. In addition, we are targeting users who are relatively limited to luxury goods or do not care about prices. Therefore, the temple library network did not adopt the traditional purchasing, buying and buying mode.

In addition, he also revealed that ordinary users actually will not continue to buy luxury goods, which leads to high price of luxury websites, with an average of only about 5000 yuan per unit. At the same time, the cost of acquiring new users is also very high every time. "Although the traditional luxury line market looks very hot, it is hard for us to make several times a year growth to other e-commerce websites."

　 Luxury electric business rivals

For the biggest challenge of future development, Li Rixue still believes that the supply chain should be controlled.

According to his disclosure, the sales volume of temple Library in 2013 was about 1 billion yuan. Compared with the trillion dollar luxury consumer market, this figure is negligible. At present, the income of temple library 85% comes from the Commission brought by direct cooperation with distributors and brands.

Whether the 020 test of temple network can bring more direct income has not yet been clearly defined, but it is certain that the costs both online and offline are increasing.

Aforementioned Milan station insiders believe that for luxury electronic business platform, the biggest difficulty is that its cost is not as low as the outside imagination, and presents an increasing trend. "As we all know, BAT three giants occupy the source of Internet 80% traffic, which is not good news for e-commerce sites."

In addition, he also admitted that as China's opening up is becoming more and more high, consumers are exposed to Luxury goods The channels are far more than physical stores. They can understand product information and prices through the global Internet. At the same time, more and more people are going abroad. Overseas market is an important position for Chinese to consume luxury goods. "All of these make us face more intense competition, so simple offline stores or separate online websites are not enough to support the development of a luxury platform."