Chapter 1247 High-end e-commerce

This time I came to London to facilitate the financing of Farfetch.

Zhou Buqi will not come forward, let Lu Qi and Xu Liangjie talk, but during lunch, he focused on giving a certain overview of the industry direction of this "Internet + fashion".

This is fundamentally different from "Internet + Movies".

Movies are a mass industry, and a hundred flowers can flourish. The United States plays American movies, Europe plays European movies, and China plays domestic movies without interfering with each other. Different countries have different cultures and like different types of movies.

But fashion is different. This is not a mass industry. It belongs to a relatively luxurious field with high consumption. It is very small and unified. The whole world revolves around Europe.

If you want to do "Internet + fashion", unless it is a public platform for ordinary people, playing some tricks of fake fashion to fool the common people, if you want to really get into it, you must be inseparable from Europe.

Chanel, Fendi, Prada, Hermes, LV, Armani... These are old luxury brands, and there are tens of thousands of emerging fashion products, which you may never have heard of if you are not a fashionista.

"Such a platform is very necessary for the country. First, many limited edition fashion products are sold in the country with too few or no sales. Secondly, there are too many fake products in China, even in places like the Capital International Trade Center. .Third, there is no business model like a buyer store in China, and the operating costs of offline stores are too high. The market demand in this area must be resolved.”

Zhou Buqi's doing this has surpassed the meaning of helping Yang Mi with a career, but it has been included in Ziweixing's industrial planning.

Entrepreneurship is a process of discovering and solving problems.

In the field of luxury and fashion products, there are many problems in the domestic market. Such an online buyer store platform, which can be directly linked to the European fashion circle, can solve this problem more effectively.

Luqi has already connected with the Farfetch team and highly recognizes it, "This website was launched in February this year, but the entrepreneurial team is very mature. They all have more than ten years of work experience in the fashion industry. Previously, they worked as an offline business in Portugal. The boutique business is also doing pretty well, this time they raised 2 million pounds of start-up capital, which is the profit they made from opening offline boutiques before.”

Xu Liangjie asked: "How about the performance? What about the number of users?"

Lu Qi said: "There are definitely not too many users. Fashion is a high-end field. This is also an advantage. The transaction volume of single products is high and the profits are huge. This team has been a buyer's store for the past few years. Luxury brands have great relationships, and even Burberry is officially on their platform.”

Xu Liangjie didn't know much about fashion, so he was very surprised, "What's wrong with Burberry? Is there any problem?"

Lu Qi explained with a smile: "The more luxury brands are, the more reserved they are. For top luxury brands like Burberry, it seems like it will damage their brand image if they sell their products online. Just like them The chosen endorsement model would rather be ugly than cater to the public's aesthetics. You should show your detachment and aloofness by alienating the public."

Zhou Buqi waved his hand and said: "The idea of ​​popularization and personalization is just a deviation. If you are fed up with popularization, you will seek personalization. But when personalization reaches a certain level, you don't care about these things. Popularity becomes personalization." highest standards."

This is his personal opinion.

When he started his business successfully and was very rich, he was more or less like a nouveau riche, wearing famous brands and watches, and his girlfriend bought him a lot.

But now he doesn't pay attention to these anymore.

clothing?

As long as it is clean and tidy and comfortable to wear, it doesn't matter whether it is a famous brand or even whether the style is good-looking or not.

He no longer needs to prove his uniqueness through external wear.

But there are too few people at his level in the world. Most rich people prove that they are better than ordinary people by pursuing personalized external performance, and win others through this most straightforward way. respect and recognition.

Lu Qi said: "The Internet represents the future. This is a major trend. More and more European luxury brands have realized this and have begun to cooperate with online platforms extensively. However, most of them are middlemen. That is, luxury brands do not directly cooperate with online platforms, but cooperate with online platforms through middlemen. Once something goes wrong, it has nothing to do with them, so as to ensure the brand image. But Burberry is different, they do not choose middlemen, they cooperate directly with Farfetch, The next step may be Prada and Louis Vuitton."

Xu Liangjie said: "From this point of view, the level of this group of entrepreneurial teams is very good, and their connections in the European fashion circle are very strong."

"For the platform, this is both a good thing and a bad thing." Zhou Buqi nodded, "The good thing is that with the presence of big brands like Burberry and Prada, they can gain popularity faster and get more luxury brands. The recognition of online buyers has further expanded the coverage of online buyers. The disadvantage is that it has cut off the way out."

Lu Qi took it for granted, "Yeah, it's self-defeating. Cooperating with so many big brands, the positioning will be closed, and it will never be open to the public. It is a pure e-commerce platform for the high-end market."

Zhou Buqi said with a smile: "It's also a good thing. The more high-end, the fewer customers. If there are fewer customers, the traffic of the website will not be too high, and the operation and maintenance will be very simple. The stability, speed, and no crash of the website will also be Expressed as a part of the service, it is liked by high-end users."

Xu Liangjie knew that the big boss was very firm, so he didn't say much, "What about the shareholding structure? How should it be designed in China? It can't be a wholly-owned subsidiary, right?"

"Of course not."

Zhou Buqi blurted out without hesitation.

If Farfetch is allowed to build a mainland version of Farfetch, a wholly-owned subsidiary in China, it would be tantamount to ceding the initiative to outsiders.

In the next few years, domestic purchasing power will increase significantly, and most of the world's luxury goods will be purchased by Asians. Among the Asians, more than half have flowed into the mainland market.

How can such a large market be given up to foreigners?

This is a high-end field, and the number of users is not too large, but these users are all high-end users of the highest quality, and these users must be in their own hands.

Zhou Buqi said: "Farfetch in China, the headquarters Farfetch can take 30%-40% of the shares, Ziweixing takes about 35% of the shares, and JD.com takes about 5% of the shares to ensure the logistics distribution system. The remaining shares should be reserved for Entrepreneurial team."

"The founding team? Who takes the lead?"

"Zhao Ying, the deputy director of the on-campus group buying, used to be the editor-in-chief of fashion, and now she is in charge of the procurement and logistics of the on-campus group buying."

"Oh, it's her, that's more appropriate." Xu Liangjie thinks this arrangement is more appropriate, "It's best to invite some female celebrities to be endorsements. Luxury goods and female celebrities have the same root in their genes."

Zhou Buqi coughed lightly, "Well, I'm in touch. Okay, you can work hard here, go connect with the Farfetch team. Now it's an economic crisis, and the pressure on their accounts must be very heavy. A group of laymen doing e-commerce, There are also difficulties at the technical level, and we will definitely agree to our conditions."

...

Ziweixing's team was divided into two waves.

I went to talk to Farfetch about financing.

Zhou Buqi continued to act alone, and together with Zhu Jun, went to Brighton and Southampton to inspect the "creative industry" projects, to further investigate the development status of the game industry.

The general environment is similar to the official statement.

Being able to help Hollywood blockbusters produce special effects shots, even the worst and simplest special effects, this technical level is world-class. The biggest difference between game special effects and movie special effects is that even the top game special effects are fake at first glance. But the special effects of movies are different, especially Hollywood blockbusters, if there is no behind-the-scenes footage, even the most professional people, it is often difficult to distinguish whether this set of shots is real shooting or special effects production, which are real faces and which are special effects people Face.

In terms of technology, over the past two decades, the United Kingdom has been insisting on the tax rebate policy for movies, attracting a large number of special effects companies and special effects talents who are not competitive in the United States to start businesses and work in the United Kingdom, and establish a comprehensive Creative industries structure.

This provides infrastructure guarantees for the next game industry, including emerging fields such as AR, VR, and Metaverse in the future.

"By the way, I just checked an interesting news on the Internet." Sun Guanran was not interested in games, but was very interested in movies.

"What's wrong?"

"Last month, there was a ghost film project... well, just a couple of scammers. They lied about making a Hollywood film with a budget of £20m. Then they paid £5,000 for a 7 minute segment samples, and forged some materials, took the samples and went to the tax bureau to apply for a tax refund.”

Zhou Buqi found it quite interesting, "Did it succeed?"

Sun Guanran pursed his lips and said, "It was a success. I got a tax refund of 2.78 million pounds. However, it was found out later that the quality of the 7-minute samples they shot was so poor that it was not at the level of a Hollywood movie. Later, other departments came over. After re-examination, the problem was found, and after careful inspection, it was found out."

Zhou Buqi nodded, "So, you shouldn't be too greedy."

"Too greedy?" Sun Guanran didn't understand his train of thought, "It's not a question of being greedy or not, it's a fraud."

Zhou Buqi said: "In this world, officials are the best liars. It's not that they are stupid. It's a matter of human nature. It doesn't matter whether they are British or Yankees. Similar things have definitely happened in the past few decades. A lot. As you said, if they spent 500,000 pounds to shoot a high-quality 7-minute demo, they might not be able to find out. Anyway, it is the money of the British government, and it has nothing to do with the staff below. Probably go It’s a process that no one will study carefully, and it’s easy to get away with it. Spielberg has a movie called "How to Get Away with Law", which is so well shot."