Billion State Power News] If The realreal is the initial recognition of excellent second-hand luxury goods platforms by users worldwide in the past few years, then the layout led by Red Brin PLUM has multiple content types, multiple touch points, and complex transformations. The growth platform is the next shining star in the second-hand luxury goods industry. The "second-hand luxury + live broadcast" content model is becoming a new growth point for China's second-hand luxury platform, which is also a special growth point with Chinese characteristics and has great potential. At present, the C2B2C Red Brin PLUM among the players entering the game can be regarded as one of the best.
At the moment when everything can be broadcasted, Hong Blin is introducing second-hand luxury goods, such as brand and fineness, to consumers with the help of live broadcast, a high conversion tool that combines product and efficiency, through its own APP live broadcast, Douyin live broadcast, Taobao live broadcast and other channels. , Size, matching suggestions, investment suggestions, etc. According to the founder of Hong Bulin Xu Wei, there are currently two types of Hong Bulin anchors, one is the live broadcast operation team hired by Hong Bulin himself, and the other is through the association with MCN institutions or individuals and various platforms. Star anchor cooperation. "But no matter which type, the anchor is essentially a SALES during the time of live broadcast, and the essence of live broadcast is content. The root of how well the live broadcast can be done and how high barriers are erected lies in whether the supply chain continues to be excellent. , Whether the operation team continues to be professional, whether the pre-sales and after-sales service team can continue to exceed user expectations.
"Every product deserves to be done with live broadcast"
1. Orphan products create differentiated content
Xu Wei believes that one of the important reasons for the fit of second-hand luxury goods and live broadcast is that the only one inventory feature allows us to continuously output differentiated product-related content, so that users are always full of expectations and greatly enhanced. In hot places, the profitability of selling goods is naturally at a high level.
2. Personal experience creates a high conversion rate
Xu Wei said, “Live broadcasting is a means to improve the efficiency of product sales. To a certain extent, live broadcasting still inherits the characteristics of offline consumers going to physical luxury goods stores. It is very'personal life'. In contrast, when some users decide to purchase high-customer single products, they still have certain advantages offline, because some consumers want more than just the online product details page, but also the exclusive sense of being able to call goods. One-to-one and more interactive communication. After all, buying luxury goods is a relatively high threshold for consumer decision-making. Previously, it was a static product detail page. For users, the decision-making cost will still be relatively high, and live broadcast can make users more Intuitively feel the details of the product, and combined with the professional anchor (SALES) to introduce the product, the increase in the sales rate is no suspense."
3. Online and offline integration creates rapid growth
In Xu Wei's eyes, the people who currently participate in live broadcast consumption are not exactly the same as those who consume in offline physical stores, but they are rapidly merging through content platforms. In her words, the second-hand luxury goods market will appear in the future. The trend of online and offline integration will greatly increase the proportion of online users.
Standardization of non-standard products brings a monthly sales rate of over 60%
From a positioning point of view, Hong Bulin focuses on second-hand luxury goods with a unit price for mid- to high-end customers. Through the platform's product information database + big data intelligent pricing system, the personalized recommendation system is used to recommend products for users, and the product sales within 30 days can reach 60%-70% or even higher.
According to Xu Wei's introduction, currently, Red Bullin mainly adopts two methods for product pricing. One is pricing through the platform (the platform provides pricing plans for users to choose from), and the second is pricing by users themselves.
"Regardless of the pricing method, the underlying logic is determined based on the market supply and demand relationship. On top of the underlying logic, the platform will rely on the accumulation of a large number of SKUs, the individual pricing process of each product in the past, and the accumulation during the transaction process. According to the data, the price suggestion plan is given to the seller." Xu Wei said.
Xu Wei said that in addition to platform pricing, users will also be given the right to set prices independently, and sellers will be provided with a complete set of price adjustment tools to adjust prices at any time.
"For example, sellers can choose discount schemes for their products to attract purchases. Of course, in this process, we will also use APP PUSH to tell the buyers who are collecting/adding to this product the price of the product in real time." Xu Wei said.
During the conversation, Xu Wei introduced to Yibang Dynamics that big data and other technical means are used to standardize the operation and processing of second-hand luxury goods in a non-standard environment.
In Xu Wei's words, as the source of goods, Red Bolling is a C2B2C model, and the goods are sourced from the B-side of a small part of the brand side, and more are the source of the C-side of individual users. Therefore, as a matching trading platform, Red Bolling needs to control the goods. Carry out unified standardized operation processing.
"Most second-hand luxury goods are isolated products, with high unit prices. If the platform does not intervene in the process of commodity operation, the sales conversion efficiency is very low. Therefore, although some platforms have huge traffic, they are in the second-hand luxury goods category. The reason is that the lack of standardization in the process leads to the loss of traffic."
Based on standardization, after receiving the seller's goods, Red Bolin will supplement the basic information such as the size, color classification, and material of the goods. Xu Wei said that in this step, the color classification and authenticity identification are two very key points.
Yibang Power understands that, in order to strictly control the genuine service, Hong Bulin has also introduced senior appraisers from Japan and Hong Kong, where second-hand luxury goods transactions are developed, to strictly check the authenticity of second-hand luxury goods. The fineness rating standard used to determine the rating.
Second-hand luxury goods are played differently on different content community platforms
Ebang Power noted that, in addition to the integration with live broadcast, Hong Blin has made the content of products on Douyin, Xiaohongshu and B station, and implemented the form of PGC+UGC to increase the volume of voice and plant grass for users. "We have chosen B station and Xiaohongshu as the most important content community contact points for platforms that acquire content from a large number of target users, while Douyin will do a more extreme closed-loop content marketing", Xu Wei said.
1. Be a second-hand culture advocate at station B
Red Brin PLUM is a platform that was deployed when the fashion channel of station B became popular at the beginning, because at station B, short-term creators who are passionate about second-hand luxury goods and vintage culture were invited to participate in the theme creation, and have 400+ KOL self-selected second-hand luxury goods Unboxing content, its content is highly differentiated, authentic and reliable, and has an attitude. In 2018, there will be a discussion of the "bloodbath B battle" for second-hand luxury goods. From the second half of 2019 to the present, whether second-hand and Vintage are in the fashion circle, high-end consumer circle or sub-cultural circle, their popularity and the content weight of the platform have grown very fast, which happens to fall on the consumption advocated by Red Brin PLUM. Values and service focus.
2. Make a second-hand luxury price comparison tool in Xiaohongshu
The user habits of Xiaohongshu and Station B are not the same, and the way of being planted is more direct. Therefore, Hong Bulin adopts a more direct method of comparing the prices of the same celebrities globally and with the same second-hand models. Planting grass is straightforward, clear and caring. If you want to get these products the fastest and cost-effective, you can come to Red Brin. And this year, Xiaohongshu continues to explore the mode of content community and e-commerce, looking for a shorter and more effective path layout. I believe that soon we will explore the most suitable IP tools for second-hand luxury goods.
3. Use services to link content creators and fans
From the perspective of KOLs in the fashion and high-end consumer sectors, it is just a necessity to constantly buy new products to create content to lead the trend and grow grass for fans. The inherent customers of the brand are only a part, but the real life of KOLs is the key to fans’ love, so independent Choosing goods to create is more important, but for Kol, the cost of doing so is extremely high. Red Brin’s second-hand consignment business just solves this problem. This kind of "creator-fan-service" two-way service link is positive. Scrolling endlessly, fans, KOLs, this is how the Red Bullring community plays.
4. Become an expert buyer of second-hand luxury goods on Douyin
Different from Xiaohongshu and Station B, on Douyin, the closed loop of content and sales conversion has been formed. Short video + live broadcast, blue V+ personal anchor account matrix, Hong Bulin makes full use of the Douyin platform. , And become an important partner of Douyin in the second-hand luxury category. Xu Wei believes that the more popular the entertainment platform, the more professional the content, and dry goods are the foundation of vertical content. If you divide the content that combines quality and effect in Douyin into three layers, then the first layer is knowledge popularization, the second layer is professional grass planting, and the third layer is also the most difficult to achieve, which is to show the thinking of vertical users. Way, and all of this in Douyin needs to be entertained, and it is not a low requirement.
"So we chose to be an expert buyer of second-hand luxury goods in Douyin, and we made the most professional but entertaining solutions based on the various instant needs of users." Xu Wei said.
Speaking of Red Bolin’s plan for the new year, Xu Wei said that the supply chain is still the top priority, making the non-standard product supply chain to the extreme and creating an efficient and high-quality user service experience. In addition, it will continue to continuously improve the brand influence through the output of continuously upgraded professional content on various social content platforms and diverse and accurate external cooperation.
