More and more entrepreneurs are aiming at the personalized gift market, and the gift is a “gift app†for mobile layout. Wang Xi, vice president of Darling Gifts, said, "We are going to take the opposite path to Taobao."
Avoid "Taobao"
The advantage of Taobao is “big and completeâ€. The disadvantage is lack of personality and quality. Darling gifts choose to avoid "Taobao", hoping to find business opportunities in the cracks of the big platform.
Taobao started from the PC, and later transferred its advantages to the mobile side. Data shows that 70%-80% of Taobao and Tmall users have been transferred to mobile phones. The Darling gift is only used in the mobile market, and the order can only be used to display the company through the mobile app “Daling Giftâ€. Wang Xi did this because the habits of consumers have gradually shifted to mobile phones, and people are more and more fond of picking goods anytime, anywhere, with the order.
Taobao's positioning is all online shopping people in China, and the target group of Darling gifts is after 85, 90. "These people like to express themselves differently. They have the ability to consume, and they don't like others."
Based on the above positioning, Darling Gifts insists on making creative gifts for overseas brands, including home, creative, and accessories.
"Going the opposite way to Taobao, so we can form a supplement in the market." Wang Xi told Netease Technology that Taobao is big and complete, we can do small and beautiful. The large and comprehensive platform is now very much, and the platform of personalized and vertical categories will be rejuvenated.
In addition, Darling gifts can also be personalized recommendations through the user's browsing habits. After the “Daring Gifts†was launched on the Apple App Store at the end of May, it received 1.5 million purchases in three months.
When grassroots meets fashion
Darling gifts have many genes in the fashion circle. Fashion media YOKA.com is an angel shareholder of Darling Gifts. It has been incubating inside YOKA for a long time before the Darling Gifts project was officially established. Until the arrival of the CEO of Darling Gifts, the gift was officially separated from YOKA and the company was established separately.
The early entrepreneurial team of Darling Gifts has 6-7 people. In addition to the background of CEO Lisa with fashion media and buyers, Vice President Wang Xi has more experience in e-commerce operations. He was the head of the Vanke Eslite Brand Marketing Center. Later After making a NOP from a friend, I was one of the founders of NOP. The other talents in the team are mainly responsible for the technical, back-office and other things that need to be “basicâ€.
The Internet has always pursued a grassroots economy, and to be a creative fashion gift, the channel and taste of “buyers†is very important. Through the selection of buyers, "you don't have to search again, you don't have to choose, you don't have to worry about being fake, you don't have to look at the comments to judge the quality of the store, and the shopping process is very simple." Wang Xi said.
Wang Xi feels that it is not enough to make shopping simple. At present, it is being built a little bit in the details, so that users can experience the happiness of fashion shopping. For example, after the user places an order, the Darling gift is guaranteed to be issued in a uniform gift box within 24 hours; a small gift will be added to each order, and a change will be made for 30-45 days. This is also the current Darling Statistics. The user repeats the purchase cycle, avoiding that the user always receives the same gift, and the gift is the “brand†itself; in addition, the product pictures of the Daring gift are all taken by themselves, and a special photographer is responsible. The CEO has personally controlled the point and details of the contact with the consumer, such as copywriting and purchase.
At present, there are more than 50 brands and more than 500 brands in Darling Gifts overseas, of which more than 70 are independent brands.
According to Wang Xi, the price of goods for Daring gifts ranges from tens of yuan to two or three hundred yuan, and the most expensive ones will reach two or three thousand yuan. The user orders only 50 seconds, and the repeat purchase rate is relatively high, between 40% and 50%.
Darling Gifts has received the A round of financing from Sequoia Capital, and Wang Xi revealed that it will soon reach the B round of financing.
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