Vente-privée.com
http://www.touslespodcasts.com/annuaire/societe/politique/983-episode491949.html
Vente-privée.com has been a specialist of destocking of famous brands’ products for 9 years now. It is actually the creator of the factual sales on the Internet only enabling the access of the sales to the community members (the member must be sponsored to enter the community). The success of the company, which is the leader in the market far ahead the other competitors, is due to its huge investment in strong marketing tools, creation of clips promoting the upcoming sales, etc..
The website is now generating a € 610-million turnover thanks notably to the margin the website takes on each product sold through its exclusive sales.
The sales in Vente-privée.com are limited in time, running from 2 to 4 days and are organized in collaboration with more than 800 brands from several sectors: fashion, accessories, home design, toys, sports articles, new technologies, gastronomy, etc…
This partnership between the brands and vente-privée.com offers the possibility to the community members to:
- Enjoy high quality products to a very low price (up to 70% off for a product).
- Attend exclusive sales only dedicated to the community members.
The partnership also enables the suppliers to:
- Destock the last collections without having to create partnership with unreliable international destockers.
- Control their distribution channel of unsold products without damaging their image (thanks to vente-privée which always creates good mise-en-scene for upcoming sales’ products respecting the value and image of each brand).
- Widen their clientele (according to a survey made by LH2, 4 members upon 10 admit buying products directly to a brand after getting the idée on vente-privée.com).
According to an article published on the website l'Entreprise, The vente-privée success is based on a strong business model, based on generating online sales before actually buying any merchandise. This means that the website does not take any financial risks because it waits for community members to buy the products before actually purchase them. Moreover the website only has to provide a really short-term stockage of the merchandise.
However this business model also have weaknesses such as:
- The strict condition for returning merchandise when this one does not satisfy the purchaser.
- The lack of transparency concerning the price of the product put online.
Since the vente-privée website already offer a lot of products categories to purchase, the business model should be developped for the sale of services such as concert or parties organized by famous event planners. Many website offers the possibility for people to get tickets for concerts, such as France Billet but none of them is specialized in the last minute and none of them offers special rates for the members. The good idea for this industry will be to provide low price last minute tickets for concerts and parties, and offer premium service for community members with private concert tickets.
