Curb Luxury Luxury Shopping: Cleaning Up Channels To "Bite Gold"

When

Luxury goods

At the end of June and early July this year, European counters such as Chanel and LV began to adjust prices, which is much larger than the price adjustment of domestic counters.

In June 25th, the Chanel French shop adjusted its price across the board, with an average gain of 30%, the highest increase of 40.8% (2.55 of a medium leather, 1740 euros at the beginning of June, and 2450 euros after the price rise).

Domestic counters were priced in July 2nd, but the average increase was around 15% (2.55 yuan, 25600 yuan, and now it rose to 27800 yuan, or only 8.6%), which is lower than the average increase of 30% in France.

At the same time, many imported jewellery and cosmetics are priced very carefully in China's new products, trying to narrow the price gap with Europe.

Every year, 6 and July are the discount season for major brands. They choose to increase the price of European shops in the discount season and increase the prices of shops in the mainland of China. The actions of Chanel and LV have surprised the domestic media.

But is the price rising trend of luxury brands really just like what the media say is buying on the market? Yan Jun thinks: "we should objectively see that the price difference between Europe and China, in addition to absolute price, shows a huge difference. From the beginning of the year, the euro continued to depreciate, falling by 12.43%. In early June, 16.81% of the bottom of the valley had been detected, which also contributed to the spread of the price difference, and made the European purchasing buying rise in 5-7 months.

But raising the price of European counters is not a rumour that the loss of profits brought about by overseas purchasing, and the gradual recovery of the European economy, is also good news for the European market.

When the Fed starts to raise interest rates and the euro is released, the euro will rebound, and the price gap between China and Europe will be narrowed.

In the third quarter, where the exchange rate trend is not yet clear, the brand will raise the price of the euro zone, and it is also the best way to maintain profits and save themselves against exchange rate problems.

At the same time, during the period of economic crisis, China is the largest contribution to the international high-end brand sales. In many new brand performance reports, China can basically account for half of global sales. This is also one of the reasons why many luxury brands have been expanding to maintain their influence and leadership in the Chinese market.

In order to ensure that China's super cake, the price adjustment in China is based on the market situation alone, which is lower than the price adjustment in Europe, which directly leads to the narrowing of the price gap between China and the European market.

However, compared with the impact brought by the price adjustment of luxury goods counters in the euro area, the impact of the new tariff policy on overseas purchasing seems more direct, and the public opinion aroused by society is more obvious.

Before and after September, the media all over the world focused on overseas purchasing, especially the purchase of luxury fashion products.

Legitimate B2C cross-border online shopping will replace overseas purchasing

Now, 20 days later, Yan Jun, who has been concerned about purchasing agents, has realized that such regulation is in fact ensuring the development of the formal channels for luxury consumption. "Overseas purchasing is actually a commercial act of distributing goods to others. The customs clearly stipulates that the declaration should be handled in accordance with the import of goods.

Then we can not simply adjust the adjustment of the exemption points of the General Administration of customs as a restriction on the B2C e-commerce. Instead, we should regard it as the regulation of the blind area in the cross border business pactions with personal belongings, and effectively prevent the proliferation of overseas purchasing commodities like smuggling, maintain normal trade order and safeguard the principle of reciprocity in free trade.

"This regulation ensures the development of luxury consumption channels, which will make foreign purchasing agents lose the only price advantage beyond the brink of commodity quality, pportation and after-sales service. The existing cross-border shopping market will surely face a shuffle.

In the future, the overseas purchasing market should be intervened by the government from the policy aspect, so as to rectify the situation of disorder and chaotic development of overseas purchasing, so that the demand for cross-border pactions can be more satisfied through formal channels, and gradually weakened by the legitimate B2C cross-border online shopping platform, and even replaced individual overseas purchasing channels.

Yan Jun added.

For China's e-commerce environment in the developing stage, the new customs regulations should promote a new way for online e-commerce pactions in China to maintain survival and seek development.

China's e-commerce has enormous room for growth. Policy adjustment is conducive to the long-term standardization development of the market. We believe that legitimate overseas purchasing agents or individuals will explore innovative sub business profit models.

The road to electronic commerce for luxury goods is again concerned

In line with the two initiatives of the luxury brand to raise the European price and the new regulations issued by the General Administration of Customs of China, the topic of regular e-commerce of luxury goods is bound to come to the table again.

When the Internet becomes the culvert of selling goods, many luxury brands think that e-commerce is a mass marketing channel that undermines brand image, and a distributing center for counterfeit products.

At the same time, there are few consumers who dare to spend tens of thousands of yuan to buy luxury goods online. So what is the development of luxury e-business nowadays?

From Yan Jun's research, the luxury e-business is divided into two categories. "First, pure sales websites, such as Net-a-porter, Brandalley, Yoox, etc., are all supported by the major brands, and are sold as spot cards in the season.

There are many successful online stores in the United States, and the guilt.com website, which has only two years in existence, has a turnover of US $170 million in 2009.

Two, Dior or Louis Vuitton and other brands refuse to sell products from online stores for image reasons, but they also have their own sales sites, such as the peak price group buying Net-a-porter.com website and paying attention to supporting the development of this sales channel.

Uch Okonkwo, author of "LuxuryOnline luxury e-commerce", pointed out that "the economic crisis has led to more unpublicized consumption patterns, which is conducive to the development of Internet sales.

The online sales of luxury goods, fashion and accessories in the US in 2009 have doubled.

Although luxury online sales account for a very low proportion of global sales of luxury goods, it is estimated to be less than 3% in 2009, but the growth momentum is extremely strong.

At the same time, e-commerce in the financial crisis in the unique performance, so that many luxury brands have to be reconsidered.

Yan Jun summed up the advantages of e-commerce as follows: "the Internet is an indispensable tool for developing new sources of tourists, helping to develop new consumer sources. These consumer groups are younger, or farther away from their physical stores.

Many luxury brands have entered the dual channel sales mode of e-commerce and physical stores.

Through the Internet to spread platforms and e-commerce pactions, extend the awareness of high-end brand communication, expand user service and segmentation marketing system, so that brands and businesses can get more benefits, and then achieve the steady growth of consumer groups.

The proportion of e-commerce in luxury sales in the next five years will continue to rise sharply.

The rapid growth of e-commerce is shifting from low end to high end, and online shopping demand for luxury goods is growing rapidly.

Precise operation positioning, high quality consumer groups and huge growth trend are the basic elements of the development of luxury e-business.

The regulation of policies and the regulation of orderly markets are a powerful guarantee for phasing out the informal online shopping and purchasing behavior, promoting the legitimate online sales of luxury goods, and a new breakthrough point in the sale of luxury goods.