Luxury Electric Business Has Decided Not To Learn Jingdong Ali

In people's impression, temple library is still a luxury electric business, but Li's ambition is not just that.

To realize the dream of high-end high-end consumer service platform, Li is not short of time.

"The overall situation has been fixed!" on the evening of July 7th, Li Rixue, the founder of temple library, made the four words on micro-blog.

At that time, the rumor of Alibaba's hundreds of millions of dollars in strategic investment was flourishing, but the fact that Li's school was not yet clear but with a tone of voice made micro-blog even more difficult to distinguish.

But the answer will soon be revealed.

On the second day, the monastery announced E round of financing information, and the leader was ping an innovation investment fund with a financing scale of US $50 million.

Accordingly, the face of Ali's olive branch has also emerged.

Public information shows that Ali has invested more than $100 million in strategic investment in luxury electronics business, and owns more than 50% of the latter.

This is seen as a sign of the luxury business.

From 2008 to the present, the temple library has been able to seize the opportunity of luxury electric business through offline to online migration.

The new capital injection has kept the temple treasury running, but compared with Li Rixue's ambitions to build a global high-end consumer service platform, the temple library needs to face more challenges.

In September 25, 2015, Chinese Entrepreneur Magazine joined Jeep in a series of visits to the future star enterprises, and came to the temple library cross border experience club in Jinbao Street, Beijing.

Although China's luxury market is no longer a blowout, the temple library has been playing a growing trend.

What is Li Rixue's secret? Is the temple really safe?

Li Rixue often takes the executives of the temple library to see a movie called "happiness knocking at the door". The movie tells a story about how a bankrupt salesman who is on the verge of bankruptcy and his wife left home does a good job of making a single parent responsibility and striving to become a well-known financial investor.

Li Rixue's feeling is that, as small as a company, it is a great road to life. When confronted with difficulties and problems, it should first go back to find something deep inside. "Losing the original pursuit of life, life will become very irritable."

Entrepreneurship

In 1998, Li Rixue, 24, began to start his own business, mainly in the first ten years.

In 2007, he took part in the Internet and took a venture capital in the first month. He founded the green magic cube network, which mainly used household appliances and household appliances to replace old ones.

But this venture was not successful.

In 2008, because of the experience of making high-end home appliances in the early years, Li Rixue noticed the rapid rise of China's middle class and began to sell second-hand luxury goods.

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Li Rixue hopes to have a name of "cultural heritage" for the project.

He believed in Buddhism and felt that the two words of "temple library" were particularly good.

These two words have a history of more than 1500 years, which originated from the northern and Southern Dynasties. The temples provided services for consignment, pawn and loan for the people, because the specific locations were located in the temple warehouse, so they were collectively referred to as "temple treasury".

Early Temple Library in addition to offline shop, also wired on the website.

But the latter is more like a display of the official website.

Because the main business is to sell high single goods, the electricity supplier's wind is not completely blown up. There is a certain risk in online ordering.

However, with the gradual enrichment of commodity types and the stability of offline members, the website of temple library B2C was formally launched in April 2011.

Temple library has caught up with the luxury investment boom.

In July 2011, the temple library obtained the first capital investment of US $10 million in IDG capital. What impressed Li Rixue deeply was that when the funds were tight, the Temple store opened a big store with IDG investment.

"The most important thing is to stick to your dream."

Li RI theory.

After a failed Li Rixue venture, he regarded his technology partners as the core element of start-up companies.

He told many entrepreneurs that he would like to invest in the Internet, find the right technical partners, and build the technical foundation of the company.

In November 2014, he dug to Microsoft Asia Pacific R & D group technology strategy director to Jiang Xu, as temple library CTO.

Li Rixue's dream of a global high-end consumer service platform has also taken shape.

In the business module of the temple library, the online shopping mall on the existing lines, and the clubhouse and bonded warehouse under the cable.

It is not easy for consumers to believe that the Temple store sells genuine products, but the proportion of online sales now accounts for 70%-80% of the company's total sales.

Temple club's clubs have also opened in Shanghai, Chengdu, Hongkong and Milan, and Tokyo also has a cooperative club.

In the second half of this year or the first half of next year, the club in New York will also open.

But the biggest module of temple library is Internet finance, including supply chain finance, wallet and ious system.

The reason is simple: "because suppliers need loans, consumers need installments and other means of payment".

The third block is the auction channel.

This is an independent module inside the temple library. APP will be launched in November this year.

Li Rixue introduced that the scope of the auction included artwork, bags, watches and so on.

During the Spring Festival, the auction channel also auctioned the presidential suite of Park Hyatt Hotel, equipped with red wine and flowers.

Unlike traditional Pauli auctions and Christie's auctions, the auction channel of temple library emphasizes the concept of shared economy.

"Like Uber and drop taxi, let everyone consciously take part in it.

This is the biggest development direction of our auction. "

Li RI theory.

The fourth is to build an intelligent car life, and the November monastery will launch the first hardware product around the car.

In addition, a designer fund will be set up under Temple library to provide funds and sales channels for some independent designer brands and craftsman brands.

In the eyes of the outside world, temple libraries always seem to be changing, and business sectors are constantly increasing.

But Li Rixue felt that the temple library had not changed.

Several modules complement each other and form the industrial chain and ecosystem of temple library.

In the second half of this year, the temple library will increase its brand building action.

To build a recognized high-end consumer goods platform is by no means an overnight effort.

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Li Rixue worships two American businesses: General Motors and express.

He hoped that the monastery could also become such an enterprise. It would localize services at the same time of globalization and form a service enterprise with its own standard. It would have a place in the high-end service enterprises.

"This is our pursuit to build the temple treasury into a leading enterprise in China's high-end service enterprises."

Li RI theory.

This is his dream at the beginning of his career.

Can not learn Jingdong and Ali

In 2012, Li Rixue, the founder of temple library, visited Florence, Europe, and visited the owner of a Prada store, a 82 year old woman, who had a warm red hair and was wearing fashionable clothes.

She introduced Li Rixue, a more than 50 year old shop assistant and a salesperson in the early twenty.

One side of the temple warehouse staff privately with Li RI theory, the two are her son and grandson.

That is the first time Li Tian has come into contact with the essence of luxury: Inheritance and time.

The identification and preservation of temple library took several years to build up the complicated commodity base.

Li Rixue remembered that the first store in Temple library was built outside SOHO.

In the past few months, the surveyor only identified the LV package, when the shop only sold LV bags.

Even so, many LV bags are not identified because the level of authentication is not enough.

Open a store, the goods on the five models, and later began to increase the number and brand.

Now the identification system of temple library has been gradually improved and has been recognized by the state.

The China Inspection and certification (Group) Co., Ltd. under the AQSIQ has worked with the temple library and set up a workstation in the temple library.

"I have always thought that the development of an enterprise is the same as that of a child," he said. "Step by step from scratch."

Li RI theory.

He revealed that the Temple Bank was in

The investment in identification is five times that of peers.

Temple store in Beijing luxury maintenance and after-sales service factory is known as the largest in Asia, Li Tian school specially invited a consultant from Japan to train employees, the consultant's tuition standard is about a lesson 500 thousand yuan.

Behind what seems to be a big deal, Li hopes that the less money the warehouse will occupy, the better.

Therefore, the location of temple library is not a retailer who sells goods, but a service sales platform.

"We first built the service system of members better, so the focus of the past five years is not brand agency.

In the next five years, we will directly connect with many brands, but we will not buy money, but we hope to form a joint venture, or a distribution business. "

Li RI theory.

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Like other e-commerce platforms, how to grasp the rhythm of financing is also the inevitable challenge facing the temple library.

At present, temple library has completed five rounds of financing. It has been invested by Yintai capital, France Ventech China, Sanghe investment, Pangu creative wealth, Bertelsmann Asia Investment Fund, CMC Chinese culture investment fund and other top world investment companies.

"In choosing investors, they are very particular about them."

Li RI theory.

The fifth round of financing is from Ping An, because we want to exert power in Internet banking in the future.

Li Rixue considered the position of internationalization at the beginning of his business. When he registered the temple's Chinese trademark, the English trademark SECOO and the Chinese trademark were applied simultaneously.

The location of the internationalized company determines that the temple library needs resources from Europe, the United States and Japan.

He revealed that in the next three years, the main purpose of the Temple Bank is to globalisation, to open branches abroad, to cooperate with large shopping malls and large brands, and to consider acquiring some foreign enterprises in the process of global expansion.

"To do business, rhythm is very important.

We must focus on every stage and make thorough efforts.

Li RI theory.

Now there is no one-way cross-border electricity supplier for the temple library, not only the cross-border entry of foreign goods, but also the Chinese boutique.

He firmly believes that China will have its own luxury business in the future.

Referring to the competition that temple library is facing now, the high-end shopping malls and other entities of Xinguang world and other entities.

The electricity supplier is the representative of the dominant competitor.

But it is noteworthy that the relationship between the two sides is undergoing subtle changes.

In September 1st this year, the temple library and the Sichuan meimecheng department store announced a strategic cooperation, which will fully integrate the existing resources of both sides, and achieve double drive within the domestic, offline and offline industries.

Li Rixue believes that the integration of high-end consumer goods has just begun. In the next three years, people will see more integration of high-end consumer goods online and offline.

"Now people talk about the Internet plus a lot. I think in the next three years, there will be a big change in traditional business + upgrading to China's consumption."

For temple library, the most puzzling is the hidden competitors.

Li Rixue noticed that during the Mid Autumn Festival, people like to send moon cakes to the list, and now you may prefer non-material things like English training, EMBA courses and Bali Island holidays.

In other words, the way of life of consumers has changed.

Consumer groups are also changing.

In the past few years, the core users of temple library were 35-55 years old, and the main source was offline.

But with

In the past two years, new members are mainly young users.

At present, 18-25 year old members exceed 70%.

When young people become the main force to lead consumption, temple libraries must integrate with young people in terms of brands, goods and services.

"We can't learn Jingdong and Alibaba ten years ago, because customers' consumption habits and lifestyles are changing a lot."

How to make the products and services of temple library conform to the habits of consumers after five years? This is what Li Rixue is thinking and promoting every day.