Us Can Explore New Business Models: Leasing Luxury Goods As A Starting Point

< p > a CHANEL handbag with a price of over 30 thousand yuan. Now it only needs to place an order online, choose the cycle that you want to use, and pay 0.6% of its market price every day to get the right to use the handbag one day, and when the lease expires, it does not need to return it, but it is responsible for the recovery of the website and the maintenance of the stains and fineness caused by the normal use of the goods.

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< p > > a href= "http://news.sjfzxm.com/news/list.aspx? Classid=101112107105" > luxury goods < /a > also rented. Does this sound a bit fresh? Zhang Cheng, the founder of the Internet, told reporters that luxury leasing is not a completely new concept. Instead, it is a mature business form abroad, but it is still a new business mode in China.

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The rapid growth of the economy has stimulated the buying enthusiasm of the middle class. China has become the fastest growing luxury consumer market in the world. P is already a fact.

In Zhang's view, luxury is a product with low utilization rate but frequent replacement. For some luxury brands, the demand for products will be very high. For example, it is impossible for a fashion designer to have only one luxury item in the wardrobe. But she doesn't always pay for luxury goods that she can spend tens of thousands of dollars each time. Zhang believes that the concept of "light luxury" based on the above model may solve this problem.

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< p > take rent as the starting point < /p >.

Less than p years ago, in the United States and Europe, the online luxury rental shops of members were developed. Many famous handbags, necklaces and so on were the main objects of the lease. By "a href=" http://news.sjfzxm.com/news/list.aspx Classid=101112107107 "> Time < /a >" the Rent the Runway "of the best website of 2010 took the road, that is, users can use the retail price of 90 percent off to rent those expensive clothes.

When it is no longer necessary to wear these garments, users can send them back with the attached envelopes. "Rent the Runway" is responsible for the dry cleaning of the returned garments. The website has been awarded 20 thousand registered members a week, and has received several rounds of financing since its establishment in 2009.

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< p > Zhang admitted that in the business mode, the U. S. net referred to the "Rent the Runway" approach, but in the category of Mei Ke net it was different.

According to him, they had spent a lot of time making deliberation on the specific product category. For example, the utilization rate of gowns in the domestic market was relatively low, although the shoes were used much, it would be more difficult to use the leasing method, compared with handbags, it was undoubtedly a simple entry product.

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< p > Zhang Cheng said that although overseas websites such as "Rent the Runway" have been quite mature, he does not plan to make the "Mei the net" a Chinese version of "Rent the Runway".

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< p > "our idea is to gradually weaken the concept of renting and gradually create a pre-sale experience."

"Many luxury designs are too avant-garde or just suitable for certain specific occasions," Zhang said. "If we can have more experience before buying, we can help consumers make more suitable choices."

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< p > in addition, through careful study of the domestic luxury industry chain, Zhang found that the whole industry chain includes product design, production, marketing, promotion to sales and then to the two sale.

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< p > "from the brand to the sales actually have their own layout, some of the platform to do the fashion media shopping guide has also played a very important role in marketing and promotion. As for the entity store and the electricity supplier, it has been very active in the sales and the two sale."

He admitted.

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< p > in his view, the more feasible approach is to provide customers with an intuitive recognition and contact process, because the rental price is relatively low, which can broaden the scope of consumers; on the other hand, in the long run, it hopes to cooperate with branding as a marketing channel for them.

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Chang Bin, vice president of Jiuding investment, said that in terms of the current mode of P, because of its own need for pre procurement, the actual investment is to invest first and then pay by installments.

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< p > Zhang Cheng did not shy away from this weakness in the existing mode. "Our current position and source of goods have a very important relationship."

According to its introduction, at present, the main source of the company's products comes from self purchase and rental. Since the purchase part of the handbags are required to be more than 80%, the market price ranges from 5000 yuan to 30 thousand yuan.

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< p > he admitted to reporters that because of its limited funds, there are only about 50 kinds of handbags available for rent. With the replacement of seasons and the continuous introduction of fashionable new products, this part of the financial pressure will be bigger and bigger.

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Zhang Zeng once counted an account. Assuming that a handbag has a lease life of 6 months, except a certain maintenance cost, the profit of a handbag can be close to 10 thousand yuan. P

"This is just an idealized state, many of which are challenging, such as whether a handbag can be rented for so many times, and if the style is out of date, it will affect the price of its lease."

He said.

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< p > so in his vision, besides leasing services, there will be the form of sending rent. If the experience is good, there will be related shopping guide, which can alleviate the pressure of its own funds to a certain extent.

"Starting from leasing business is not very easy, but it can tap potential customers. Once the leasing mode is promoted, the cost will be much lower, or try to cooperate with offline luxury stores to attract customers to send the rent through this platform."

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< p > not just leasing < /p >.

< p > however, it is obviously not a good business.

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< p > "if it is simply a rental website, it will certainly not be able to maintain a lasting viscosity. For members, unless he needs it, there is no reason to care about such a" a href= "http://news.sjfzxm.com/" rental website < /a "every day.

Zhang Cheng said frankly.

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< p > Zhang Cheng found that many of the American counterparts have been seeking breakthroughs in the mode, such as increasing the category and introducing many new functions.

For example, on the "Rent the Runway" website, "members will share photos of their rental products on the Internet and share with other partners."

This is an inevitable trend in Zhang Cheng.

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For this reason, the plan to increase the stickiness of websites by providing social media, consulting websites, APP, forums and other forms in the form of consulting and shopping guide has been included in his agenda.

"We hope to form an alliance with fashion bloggers. In this alliance, we can provide better content. Only by producing content can we arouse the desire to buy. Once we combine experience with life, we will form a business."

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< p > in fact, luxury goods providers also aim at this piece of cake.

Not long ago, the temple library announced the launch of free rent package activities during the 5th anniversary celebration. During the 3 month period, consumers only need to deposit 5000 yuan or 10000 yuan deposit in the Temple store. They can use the goods that pay less than the value freely, and can be replaced monthly. Similar actions are more like a way to explore the market demand.

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< p > "entering the industry, we all want to find a fast layout to occupy the market. Although it seems very simple now, there is a lot of work behind it, including business expansion, how to negotiate with the bank, how to establish trust system, how to get customers' trust, how to cooperate with the store and nursing shop under the luxury line, and so on. This alliance and credit establishment will take some time, and whoever can do better behind the scenes can win."

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