Can vibrato help the luxury e-commerce solve the problem of trust?
Luxury also began to enter the byte pool of this traffic.
On September 3, the luxury e-commerce temple library and bytebeat jointly launched the “luxury headline” program, the two sides will cooperate in marketing, technology, advertising and high-end consumer data insight reports.
According to the cooperation plan, the temple library will be docked with API (custom interface) and DPA (commodity library) technology to achieve precise and creative delivery. At that time, users can realize one-click shopping while browsing the headline information content and watching the vibrato video.
For all Chinese e-commerce platforms, including the temple library, bytebeat is a large traffic pool that must be utilized. According to the data released by the company, as of July 2019, the total number of DAUs (daily active users) of the products of the byte hopping products exceeded 700 million, and the total MAU (monthly active users) exceeded 1.5 billion, of which the DAU exceeded 300 million.
As early as 2014, today’s headlines were launched on the “Today’s Sale”, which was led by e-commerce platforms such as Taobao, Tmall, Jingdong and Suning. In June 2019, according to “LatePost”, Vibrato and Taobao signed an annual framework agreement of 7 billion yuan, including 6 billion yuan of advertising and 1 billion yuan of e-commerce commission.
Now it’s the turn of the temple library to help the vibrating network reds realize. According to the official library of the temple library, the platform has a market share of 25.3% in China’s high-end online market, and has direct cooperation with 3,800 high-end brands such as Prada, VERSACE, Armani, and Salvatore Ferragamo, covering 400,000 items from around the world. For those who are keen to create a refined life, it seems that the style is relatively similar.
The days of luxury e-commerce in the past two years have not been good. In August of this year, the stop-and-go Shangpin.com finally heard the news of bankruptcy and liquidation. In the past few years, Netease Shangpin, Pinju.com, Zunyi.com, Jiapin.com, Huha.com and other luxury e-commerce companies. The platform has already been closed. In 2017, the Temple Library, which fell 23.08% on the day of the Nasdaq listing, is now only 7.4 US dollars, roughly half of the same period last year.
The problems that existed at the beginning of the rise of luxury e-commerce have yet to be resolved. First of all, most luxury brands will focus on offline stores. For consumers, because of the high price of luxury goods and low frequency of purchase, in order to prevent the purchase of fakes, they will be more inclined to go offline store purchases or ask people to purchase in overseas stores. In addition, the phenomenon of fraud in the domestic luxury goods industry is serious, and some e-commerce platforms are not strictly controlled. Even the platform like Shangpin.com has sold fake BURBERRY, which has seriously hurt consumers’ trust.
Bern Consulting’s “2018 China Luxury Report” shows that in 2018, China’s luxury goods market maintained a 20% rapid growth for the second consecutive year, and China has now accounted for global luxury.32% of product consumption. But these fanatics have little to do with e-commerce. In contrast, China Luxury E-commerce Report 2019 shows that in 2018, China’s online luxury goods sales were only 5.3 billion US dollars, of which more than 42% of consumers expressed dissatisfaction with online shopping luxury goods.
Although the cooperation between the temple library and the byte jump represents the luxury e-commerce and opens up a new market with strong spending power, but today the most famous e-commerce case is the “three no-baked shrimp” vibrato Help the temple library solve the problem of trust?
Source of the title map: Temple Library official website