Farfetch, A Buyer's Store Website, Takes O2O To Speed Up The Layout Of Emerging Markets.

Farfetch, the UK's leading fashion buyer's integrated website, recently announced that sales in 2014 are expected to reach 3.25 billion billion dollars, which has doubled last year's sales of $160 million, continuing the growth trend of last year. The company did not disclose profits, but according to the rough calculation of the company's 25% deduction from the buyer's shop, its profit was about 8000 $10 million.

　　 accelerate emerging market layout

At present, more than 300 boutique buyer shops in 23 countries in the world have entered Farfetch, and will continue to expand territory to accelerate development. Most of the boutiques are from the US and Europe. The market is growing fastest in China, Japan, the Middle East and Australia. The company expects future sales drivers to come from emerging markets.

Farfetch received $66 million in D round of financing in May this year, with a total financing scale of 1 billion US dollars. The company said the financing will be mainly used for its global expansion in emerging countries such as China, Japan, the Middle East and Australia.

In order to implement the company's development strategy, this year, the company has launched local websites in Chinese, Japanese and Russian. The order sent and price information provided by the website are based on local conditions.

According to WWD's report, the company recently opened its first Asian office in Tokyo, Japan, because it plans to include more Japanese boutiques. Its members are mainly responsible for conducting research on Japanese market and searching potential cooperative stores. The company expects to sign 5-10 Japanese boutique buyers in the next year. But the company says there are no plans to set up offices in China and Russia.

　　 Integrated online and offline Resources

Unlike pure online retailers such as YOOX and ASOS, Farfetch is committed to providing online promotional platform for offline entities while guiding online users to return to offline shopping channels. In order to expand publicity efforts for its cooperative entities, the company has taken the following measures:

First, the company launched the first app application in September this year: Farfetch Discover (below). Through it, people can understand not only the location of Farfetch, but also the online shopping guide. They can also download many guidebooks in cities around the world, including the top buyer's shop recommendation, eliminating the annoyance of people arranging trips and increasing the number of local boutique buyers.

Secondly, the website adds "click to pick" business, that is, the user completes the product order online and completes the product collection online. Users can place orders for local fashion boutiques before going to a tourist city, and store them personally after arriving in cities. This greatly strengthens the offline user experience.

"Compared with other retailers, Farfetch has the advantage of online integration of offline independent stores." Company CEO Neves said.

　　 Creative marketing

In order to welcome the arrival of Christmas, Farfetch has worked with the famous American star Mindy Kaling to create a series of playful and lovely cartoon cards.

At the same time, the company launched a six week "A Farfetch Fairytale" advertising campaign (below is the "magic forest" advertising Series). Every week, the company filmed a group of luxury fashion shows, and gave each group a fairy tale theme. The publicity angle was unique and attracted wide attention.