(This was written before my trip to Brazil. And I stopped writing for 3 weeks.)
Yesterday, I received an interview invitation from MyHabit, an Amazon owned company doing fashion flash sales business. As a result, I checked my junk mail box and opened the link from MyHabit and browsed the website. I looked into See by Chloe and Hermes. Finally, bought one shoe from See by Chloe within 15 minutes. The unified payment system with Amazon makes everything just one click away.
Such flash deal websites are prevalent both in US and China. However, it turns out those so-called luxury positioned websites end up promoting other unknown brands, especially in China. I remember the company called VIP(唯品会) has a bloody lesson going on IPO in US. I am not criticizing the business model, but without a good channel of getting the products from the best brands, those Chinese born companies cannot succeed. MyHabit even has Hermes scarf deal at the price around 220 USD, which will never happen in China. I believe Hermes will never dilute its pricy image in Asia by cooperating with flash deal sites.
Another insight from the flash sales sites is that I have no interests in reviewing brands that I am not familiar. As a result, even though such websites may have a high subscription rate, the ability to transform to sales is limited as different people have different brand preferences. And for those non-first tier brands, I don’t think they can increase the exclusivity of their brand image by being presenting with those first tier brands. For example, when there is Jimmy Choo and See by Chloe, I will naturally ignore other brands that are also on sales. I only focus on those I have interests. For other brands that I do no know, it become so obvious that people will neglect them. My words to those brand managers are: be where you should be.
Yesterday, I received an interview invitation from MyHabit, an Amazon owned company doing fashion flash sales business. As a result, I checked my junk mail box and opened the link from MyHabit and browsed the website. I looked into See by Chloe and Hermes. Finally, bought one shoe from See by Chloe within 15 minutes. The unified payment system with Amazon makes everything just one click away.
Such flash deal websites are prevalent both in US and China. However, it turns out those so-called luxury positioned websites end up promoting other unknown brands, especially in China. I remember the company called VIP(唯品会) has a bloody lesson going on IPO in US. I am not criticizing the business model, but without a good channel of getting the products from the best brands, those Chinese born companies cannot succeed. MyHabit even has Hermes scarf deal at the price around 220 USD, which will never happen in China. I believe Hermes will never dilute its pricy image in Asia by cooperating with flash deal sites.
Another insight from the flash sales sites is that I have no interests in reviewing brands that I am not familiar. As a result, even though such websites may have a high subscription rate, the ability to transform to sales is limited as different people have different brand preferences. And for those non-first tier brands, I don’t think they can increase the exclusivity of their brand image by being presenting with those first tier brands. For example, when there is Jimmy Choo and See by Chloe, I will naturally ignore other brands that are also on sales. I only focus on those I have interests. For other brands that I do no know, it become so obvious that people will neglect them. My words to those brand managers are: be where you should be.
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