10 Yuan Can Rent A LV To Share Luxury Goods Is Actually A False Proposition.

Mathilde, the wife of a small civil servant, showed off his beauty by borrowing a diamond necklace from a friend at a party.

Unexpectedly, the necklace was lost on the way home.

She had to borrow money to buy a new necklace and return it to her friends.

In order to pay her debts, she spent all her life in short work and worked hard for ten years.

Finally, I learned that the necklace I borrowed was originally a string of fake diamond necklace.

This is the story of the short necklace written by Maupassant, a French writer, in 1884.

Such a thing may not happen in 2018, because the emergence of the "shared luxury" platform can allow people to "rent" to luxury goods at a very low price, and these platforms claim that all products are processed to verify authenticity and never produce fake products.

In the past year, the platform of "sharing luxury goods" has been successively financed.

In June last year, the luxury bag rental platform chartered lady completed millions of angel financing. Last September, the idle bag sharing platform "100 Ge" got nearly 10 million yuan seed investment from angel investors Wu Bin, Cheng Yang, Dao Sheng Investment and so on. Last November, the luxury sharing service platform "star hole" completed 15 million yuan Angel round financing, Castle Peak capital investment.

The luxury bag rental platform has meow completed 15 million yuan Pre-A round of financing, the investor is JadeValue, plum blossom Angel venture, after which, the company has obtained 3 million yuan from angel capital investment capital.

In 2015, the middle and high end idle goods sharing platform "heart" has won the angel round investment. In July, 15 years, it obtained A round investment from joyful capital and star capital. In November 2016, it completed the B round financing from the aurora borealis. In January 9th of this year, "Xin Shang Xuan" won the $50 million C round of financing from GGV Ji Yuan capital and pleasant capital, and created a financing record for the middle and high-end idle goods trading platform industry.

The affirmation of capital always has the starting point of capital, but it has to be said that from the perspective of leasing, "sharing luxury goods" is likely to be a false proposition, and the real meaning of sharing platform lies in the paction, maintenance, community and even financial tools under the "second-hand trade".

Leasing is a gimmick.

Will you spend 10 yuan a day to rent a luxury bag?

First, restore the renting scene on the Internet:

You first log on to a shared luxury platform, register your cell phone, then authenticated it (you need to enter your ID card), then you start to browse, see a satisfactory package, confirm the order.

If you do not relate to sesame credit, you need to pay a deposit (a Prada deposit of about 2000 yuan, depending on the original price of the package), pay the deposit and complete the order.

Express will send your scheduled package to you (according to the platform logistics, the time of arrival is different, generally in 1~3 days).

Well, you are content to use rented luxuries.

After that, you have to return it.

So you open the app to make an appointment with the courier to come to pick up the goods. After receiving the courier, you send it back to the platform. After receiving the goods, the platform will carry out the assessment. If there is no problem, the user will return the user's deposit.

The whole process seems to be at one go, but in fact, for every platform, every link is crater.

1. demand

Why do people rent packages? How big is the demand for renting?

There are two main points of departure for people who rent a package: first, they yearn for luxury goods, and the income at this stage can not match such yearnings; second, they yearn for luxury goods. At this stage, income can support their purchase of certain luxuries, but at the same time, they hope to use different styles of luxury goods at a lower price.

For the first point of departure, renting is a low-frequency event, and only when there is a need for "vanity" can there be a demand for rented packages.

The second starting point is daily. User habits use the platform as their own cloud wardrobe, but the number of users with this starting point is few.

From the origin point of view, renting a package is a "pseudo demand" and a "consumer demotion".

The rent package has neglected the desire to purchase and possessive desire, and the problem of sanitation and cleanliness.

Maybe someone will use the market situation in Japan and the United States as the target.

Indeed, the luxury rental platform of the United States has a long history. The American luxury rental platform Rent the Runway provides high-end brand clothing, accessories, handbags and other rental services, covering 6 million members of the United States, and in 2016 sales revenue reached one hundred million dollars, it is profitable.

But don't forget, American luxury goods in Japan.

The good development situation is inseparable from their national consumption habits.

According to the southern weekend, 84% of the US middle class families whose net assets are between 1 million and 10 million dollars are not buying their luxury goods as they want, but choosing to bargain at the time of price promotions.

In China, luxury leasing actually had a wave of entrepreneurship in the 2013. It was still the main concept of O2O, but there was no success. In August 2013, a luxury rental website named "Mei Ke net" was online, but the site was closed in that year.

Another hole is that it is difficult to word-of-mouth fermentation. It is thought that Xiaoli hired a luxury bag to shine on Party. She would take the initiative to share with her sisters that this is her rented bag.

2. supply

Assuming that the customer is not a problem, enter the customer retention link.

A rental platform is sure to enrich its shelves. If the user comes, the package is very few and can not choose her own satisfaction, then she will probably leave.

But the cost of shelf life is a great cost. At the same time, these bags are also facing the cost of logistics, maintenance, warehousing and depreciation. For example, there is a nearly 3000 identification room in Hangzhou future technology city, which is not a small amount of land cost.

A random view of two platforms at 21 on June 18th night: a total of 148 rent packages.

There are 16 packages that can be rented.

The amount of rents is not much.

In fact, the vast majority of luxury brands do not empower their suppliers to "lease" their products.

Therefore, the vast majority of sources are two sources: B direct mining and C terminal recovery.

Direct mining is well understood, that is, direct purchase platform.

C end recovery is the user's packet receiving platform for rent.

Take "meow" user rent as an example, users add meow customer service WeChat, take the pictures that need to send the rent to customer service, customer service confirm the package that meets the requirements, send the package to the user, send the package to meow, bag on the rack, divide the income.

But according to meow, most of the package sources on the platform are straight.

If the main source of the bag is B, it means that the cost will be huge and the cycle will be very long.

Although the user rent is a good concept to revitalize idle goods, it is very difficult to operate it.

This also leads to the next question -- how to identify the authenticity of the package.

3. appraisal

The platform has received the source of goods, it needs to ensure that the goods are real goods, for fixed channels, it is easier.

But for the luxury of entrusting the consignment and consignment of the users, the ability to identify the platform has been tested.

The platform will also worry that the original bag is rented out, and return is a fake.

Most platforms take the way of packaging RFID anti-counterfeit labels in products.

Predictably, if there is any dispute between the platform and the users, this link must be the most controversial.

Compared with Japan, Japan's second hand

Relative standard, operators need government certification, and the whole industry has a better identification, evaluation and training system.

4. wash and care

Second hand luxury rental products for maintenance also involves hedging and subsequent sales. Zhu Ye, a BG, said that after every recovery, the product would be given basic care, and 10 times each round to do relatively deep maintenance. The current stage of maintenance will be provided by third parties.

This is another expenditure.

5. Logistics

At present, most of the platforms adopt SF express. Apart from charter women, they choose their own businesses. All the goods are delivered to the door by the Commissioner.

For this reason, it is based on the consideration of commodity value, the platform constantly strengthens the risk under the line, and controls the intensity, from packaging to process, including professional speaking and the attitude of the dispatched staffs, has formed a standardized system, and ensures the precise execution of the staff and provides quality services to users.

At least, self built logistics is really a very serious matter.

Express distance and delivery speed are hard to upgrade to the level of SF in the short term.

However, these platforms basically made delivery on the same day or the next day.

6. capital chain

Even if all the above problems are solved.

Sharing luxury rental has another overall challenge -- unlike second-hand cars, second-hand houses and shared bicycles, bags are fast fashion products.

The new types of iteration are fast, and their popularity and outdated time lag are relatively short.

If a large number of luxury bags and costumes are not returned during the lease period, many new models will come out, and the probability of sharing old ones will rapidly decline.

Therefore, the quality, quantity and speed of package selection are the core challenges.

In addition to the rich style (SKU), the dynamic rent rate of bags is very important.

How about half of those bags that haven't been rented? They still occupy the inventory position, and inventory is also a big expense.

Where are all these bags stored? There are also rents in the warehouse.

Second hand trading is the only way to earn money without leasehold.

Suppose a package of about 20 thousand yuan, the platform cost 10 thousand yuan to buy, the monthly rent is 10 yuan / day multiplied by 30 days, the rent is full of 300 yuan, the platform recovery investment is at least 10 thousand /300=33 months, this has not yet calculated the operation cost, and the outdated cost caused by the outdated style.

A bag has not been invested for two or three years.

In 2~3, even a project whose principal is not always recoverable, why do people rush in?

They are not stupid. They see the huge second-hand stock behind the shared luxury.

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All of these platforms have luxury luxury pactions outside luxury leases.

From the point of view of leasing alone, there is no difference in the business mode of sharing luxury goods and sharing bicycles, sharing charging treasure and sharing massage chairs. They invest large amounts of funds to buy these products and then share them. After obtaining the deposit, they can use the deposit to manage their finances.

Bicycle, rechargeable treasure, massage chair can not be sold to users after sharing, but bags can.

In fact, the sharing of luxury goods is actually very similar to that of used cars.

The 2017 China luxury goods report shows that in 2016, 7 million 600 thousand Chinese households bought luxury goods.

Chinese consumers spend more than 500 billion yuan on luxury goods annually, which is equivalent to 1/3 of the world's luxury goods being bought by Chinese people.

According to the data from the media, there are more than one trillion yuan of second-hand luxury bags in the 9 years from 2007 to 2016, but the number of bags entering the two tier market is only 3%~5%.

That is to say, the second-hand luxury paction is a huge market to be reclaimed.

Once the second-hand trade is running, the supply and inventory problems of luxury leasing will be solved.

It can also help luxury brands clear their stock.

1. online trading platform: collection fees and paction fees by package.

The mode of online bidding is mainly based on the role of intermediaries, which provides intermediary services such as package protection and payment guarantee for buyers and sellers, so as to ensure the smooth realization of online pactions of second-hand bags.

Its profit mode mainly comes from testing fees, paction fees and so on.

The advantage of the two parties is that they can complete pactions without time and place constraints, low paction costs, pparent information and high efficiency. The difficulty is the maintenance and continuous optimization of the credit system.

2. simple acquisition mode: making a difference as a "middleman"

Directly buying and selling mode, "buy" mode, use the network platform to purchase luxury goods, and then use platform or other ways to resell to consumers, and charge the difference profit.

This mode is a heavy asset mode, which requires higher capital demand and turnover.

Strong capital demand has built up a capital barrier for this mode.

But the drawback is that the risk is relatively high. After a certain scale, the risk of capital operation is relatively high.

In addition, how to achieve cross regional mobility is also a challenge.

and

The advantage of the platform is that in the Chinese market where fake goods and Gao Fangpin are rampant, fidelity is the rigid demand of users, so it is not easy for users to bypass the platform to trade on their own.

Identification, nursing and maintenance are the key to the success of the luxury platform.

But as for second-hand vehicles, second-hand housing used financial means - installment loans, second-hand luxury goods because the price is relatively low, it is very difficult to follow up.

Know that

Lending is the source of large income.

Commodity trading alone is hard to make a big income unless it is huge.

This leads to the dilemma of sharing luxury goods and second-hand luxury goods.