Google, Facebook and Twitter shut out foreign Internet companies--China is often seen as hell. In a recent issue of Quartz, Josh Horowitz published an article, saying that "Chinese Government data is controlled and has achieved a certain degree of achievement ..." 58 city CEO Yao Jinbo aggressive and market
However, Ali Baba, and Mei.com (charm sale) strategic partnership has given Josh hit speech – even if it is a foreign Internet companies, as long as they have a certain amount of quality and scale, and in line with China's national conditions, or market expansion in China, political factors and data and not so serious.
Mei.com list
Mei.com is a foreign limited website, industry development company was also the first in China. Its Office is located in the Bund Centre in a beautiful Victorian building, this used to be the old concession in Shanghai. Mei.com sales profits from the sale of the off-season unsalable merchandise, related to Giorgio Armani, Zegna, Michael Kors and other top luxury brands. Each limit buy for about five days, during which time, Mei.com will be at a lower price, limited-time sale of a certain number of products. In 2014, the company's sales of more than $ 150 million, involves brands up to 2,400.
Mei.com was founded in Shanghai in 2009, the company and its founder, Thibault Villet experience in the luxury sector in Asia. United States most famous luxury department store retailer Neiman Marcus to invest 28 million dollars in 2012, and in 2014, to sell its shares. Next, London's Investec investment management company and Zhou Tai Fook of Hong Kong companies to invest as much as $ 65 million. On July 8, the company eventually announced on Mei.com to invest 100 million dollars in investment decisions.
Key success factors:
Mei.com a huge success, not only by luck. In contrast, the company's strategy is clear and thorough, both domestic and foreign Internet companies, should be taken into account, specifically for the Chinese market to build a strong team that has experienced the expertise and seek a stronger background in China, and this is the most important.
Since 2009, the e-commerce industry in China has been growing at a rapid annual rate of 70%. From KPMG (KPMG) survey results, expected by 2015, China's e-commerce transaction or to reach us $ 540 billion, accounting for 7.5% of the total national consumption. In order to access this huge market share, many Internet platforms have become from food, electronics, and clothing sales in supermarkets.
1. clear business goals
And selling to the mass population, Mei.com focus more on opportunities – luxury mining a specific user experience. At first, this decision seems to be a huge bet: luxury-buying more stores, particularly in the West, consumers seem to be not used to purchase luxury goods over the Internet.
But the situation in China and its exact opposite, financial payment to buy luxury goods via the Internet became more and more Chinese consumers ' preferences. Because of its convenience, from cars to holidays, almost anything can be purchased through the network. Since last year, the Mei.com began to release similar limited, such as the limited-edition Maserati cars and five-star luxury yacht travel and so on. In this way, the Mei.com discovered a unique opportunity for the Chinese consumer.
2. years of industry experience and a strong culture
As one of the Giants in the field, its strong sales of luxury goods are also played an important role in history. During the period of the author doing research for the book, visited Mei.com in the corporate sector, and had several exchanges with Mr Villet. Mr Villet on the global luxury industry research thoroughly and worked closely with the international brand of amazing. Before founding Mei.com, positions he used to in the l ' Oréal and Coach Company, spent a lot of time to accumulate experience and connections, and the value of these intangibles, it is appreciated and accepted by most Chinese consumers.
Internet companies give the impression is often a team uniform, while Mei.com has a different view. Everyone on the team is carefully selected for their dress, their fashion sense than the latest fashion magazine covers, and even some staff a week in advance to start planning next week's match, color, from watches accessories to clothing. This has always been the pursuit of details, express their attitude to customers and companies. Such a powerful cultural foundation for its customers and guarantees, uniqueness and market.
3.
Mei.com management style is more like in local companies. In General, for entering the China market, multinational companies tend to use a ready-made solution, and all the big decisions are made at Headquarters to complete on the other side of the world. There are often local operators see opportunities, but due to the limitation headquarters, and cannot be arbitrarily decided. But as a ' Chinese ' entrepreneurs, Mr Villet's handling of the problem appears to be more efficient and flexible. He can be like a domestic entrepreneurs to manage their businesses, according to the local situation, problem solving and decision making, not mechanically copy the foreign headquarters of strategy and thinking. He will yourself to advocating the fashion among young people, drink and play together. These employees ' life may not have them in Paris or New York's colleagues are so colorful, but they fit seamlessly into the market, consumer preferences have a deep understanding of China. Meanwhile, with the improvement of their own tastes, improve in taste with its clients.
How to get the company's attention
Alibaba is very optimistic about growing limited market, and this is an important reason it invested Mei.com. Effect of Mei.com brand and customer can improve the company's image, and also reflects the Taobao Mall to eliminate fakes, determination and efforts to create a true shopping experience platform. It is this partnership and gave Alibaba more credibility, thereby contributing to the growing customer base.
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