Luxury Goods Take Advantage Of The Opportunity, How Does The Old Iron Anchor Test The Water

The number of Gmv in a single event of luxury goods reached 123W, and the brands sold were concentrated in Burberry, Tiffany, LV and other famous brands With only 700000 fans, "vivi ouhan's original clothes" * * * live broadcast of luxury goods with electric shock has set a record of nearly 1000 yuan per person per customer.

From physical wholesale to fast hand e-commerce live broadcast, vivi ouhan's original clothing has created ten million months of Gmv with 33W low fans in two years. With the rapid development of high-quality clothing and fans, vitie has been focusing on the consumption of luxury goods in the short term.

The Gmv of the two luxury special events broke through one million, and the unit price of more than 1000 yuan per customer refreshed the cognition of the purchasing power of the old railway

On October 24, in the "vivi Europe and South Korea original clothing x luxury products X Apple 12" subsidy special session, vivi team's single Gmv of the first trial luxury live broadcast reached 123W, ranking top 35 in the large clothing industry in one day sales. Among them, the well-known shoe brand ugg ranks first in terms of sales volume of 30W, and the per capita customer price is more than 700 yuan.

On November 26, vivi broadcast luxury goods with goods again. In more than 6 hours of live broadcast, the final result was 1.16 million Gmv, with an average customer price of over 800 yuan. This live broadcast transaction brands focus on Burberry, Tiffany, LV and other super famous brands, covering the seasonal luxury brands such as ugg, champion and canadian goose. It is worth noting that the winner's T-shirt sold for 210000 yuan.

One after another brilliant data not only let vivi enter the booming luxury track steadily, but also broke some people's misconception that "high-end products are not easy to sell in fast hands", but also confirmed the effectiveness of the team's daring to take the lead in transformation.

At that time, vidong was responsible for more than 20 million original clothing wholesalers in Harbin, and had more than one year's experience in the operation of e-commerce companies in Harbin.

At first, offline outlets wholesale popular pictures, vivi's model pictures of high quality, full style, welcomed by many customers. "At that time, my family's pictures were so popular that many people even embezzled them." "It also shows that our family has a unique vision of selection. Other businesses think our style is good and they want to sell with our pictures," said a Dong

The unique and insightful selection extends the brilliance of vivi brand from offline to online. In 2018, with the mentality of testing the water, vivi entered fasthand. From the first live broadcast of sales of 500 or 600 clothes to the sales of 4-5 000 pieces of clothes in one night during the double 11 of that year, the team really felt the strong potential of fast e-commerce.

Considering the future development prospects of live e-commerce, vivi team resolutely abandoned the original entity business and completely shifted its business focus to online. Moreover, in order to facilitate business development, vivi moved its base camp from Harbin to Guangzhou in April this year. The brand is closer to the source factory, which not only facilitates the selection of products, but also shortens the delivery time and reduces the freight cost, so that customers can get high-quality goods at a more favorable price.

Although the size of fans is not prominent compared with the same type of businesses, its monthly Gmv performance is catching up with many brand merchants with millions of fans. As of July this year,. With 300000 fans, vivi can achieve one million transactions per live broadcast, and the total monthly turnover can reach 15 million.

Effectively predict the upgrading of the purchasing power of the old railway, accurately locate the demand, and tap the high passenger unit price market

From physical wholesale to fast e-commerce, with 300000 fans to leverage more than 10 million months of Gmv, now. Vivi once again set up a million Gmv live broadcast of luxury goods, and delivered a new answer in the field of luxury goods.

In addition to leading selection vision and cost-effective source of good goods, more importantly. Vivi team's in-depth insight into the transformation of consumption structure, in-depth analysis of fans' portraits and consumption demand, and its adherence to the high-end commodity line with high customer price.

"Let's assume that there are 10 people in express, and there may be 9 people who want to buy cheap goods, but one person wants to buy more expensive high-end products. Our main goal now is to catch the last one first.". Dong analyzed.

The previous focus on high-end clothing products also paved the way for the luxury category. Talking about the reasons for the outstanding transformation effect of the live broadcast, a Dong said that in addition to the high-end image of the brand itself, the portrait of the brand fans is also very suitable for the potential consumer groups of luxury products. "I have studied that our fans are mainly women aged 28-40 years old. They are willing to spend money and their spending power is at a relatively high level."

Relying on the precise positioning of fans, and constantly meeting the diversified consumer demand of express old railway with high-quality and high-end goods, vivi has been riding the wind and waves all the way to open up a new world in the luxury category market. The success of vivi has highlighted the huge consumption power and diversified consumption demand of fast-moving old irons.

"In fact, many fast-moving users have a high demand for fashion goods. In addition to the first and second tier cities, as well as many users in third and fourth tier cities, because there is a lack of luxury market in the region, the phenomenon that they can't buy them often occurs. Through quick, we businesses can provide these users with a convenient and reliable purchasing channel to meet such needs. "

Fast e-commerce consumption upgrade, luxury live broadcast into "new blue ocean"

It is worth noting that vivi's success in live broadcasting of luxury products is not alone. In March this year, anchor Luo Jia quickly launched the first live show with goods, focusing on Armani men's wear. The sales amount of live broadcast on that day exceeded 1 million.

During the 616 quality shopping festival, fasthand e-commerce and Siku, a world-famous luxury shopping service platform, held luxury goods with goods. On October 20, in the live broadcast of "Xushan Sherry" 10 billion subsidized luxury goods, the Gmv in one hour exceeded 500000, and the Gmv of the whole show reached 1930000, with the per capita passenger unit price of 1100 +.

According to an authoritative survey, luxury consumption is showing a trend of youth. The crazy pursuit of luxury goods is obvious in the post-95 "z-era" and has taken root in the deep market. Moreover, the influence of stars and talents is becoming more and more important. This has also become an influential factor for luxury goods to hold a "backward wave" and to position fast hand as a "new battlefield".

The emergence of more and more luxury anchors proves the consumption upgrading of fast e-commerce, which benefits from the continuous evolution of fast hand itself and fast e-commerce. At present, the number of fast-moving users is huge, and the composition of users is diversified, covering the first and second tier cities and new consumer markets. Therefore, the consumer demand of consumers also covers different levels from the source of good things to brands and then to luxury goods.

What makes the industry's unique advantage over other business related platforms is "real value." Based on the strong ties established between fans and anchors under the relationship of trust, this golden rule of fast e-commerce is also applicable to luxury goods.

In the future, fasthand e-commerce will continue to empower luxury categories, constantly meet the diversified consumer needs of users under the background of consumption upgrading, constantly tap the luxury consumption potential of fast hand e-commerce, and join hands with anchors and brand merchants to seize the "new blue ocean" of luxury goods.