Luxury Website: Source Decision Mode &Nbsp; Customizing Route Is Too Early.

The source of goods is business mode.

Goods are the gate of luxury websites.

In view of this, there are mainly ways to cooperate directly with brands, agents and buyers of brands.

There are different business models for different sources of goods.

The hardest part is directly touting branding.

In order to protect the interests of physical stores and brands, the brand's official website is usually used for image display, and almost no authorized website to sell goods.

However, Italy YOOX group, which entered China in December last year, is a special case. It has the advantage of directly working with brands.

In China, it takes full price.

At the same time, there are brand dealers authorized source of goods and luxury goods website founded in Japan. It landed in China last April and is the only officially authorized partner of the more than 200 brands in the world.

On its platform, 80% of the products are young fashion brands over season products.

In addition to the above two categories, the other is mainly based on the cooperation with the brand agents or the buyer mode, selling the inventory and tail cargo website.

Only such products can be substantially discounted without damaging the brand image.

There are many representative websites, such as Fifth Avenue, excellent public network, Shang pin network, Jiapin net and so on.

Electricity providers do not build themselves

This website has launched the user to become its own "supplier", allowing idle luxury goods to be sold on the consignment platform of the Temple store and receive commission.

It catches the mind of famous brands who want to save money.

Category size control

Not all luxuries are suitable for online sale.

"Maybe you would say that there is a demand orientation," one-stop "is not better?

But the luxury website is never like this. "

According to Sun Yafei, founder of Fifth Avenue, luxury websites should decide the category according to the characteristics of the Internet. "The size of things is really hard to sell."

In her view, bags, jewellery, watches and other non size things are "safety categories", and clothing, shoes and other personalized very strong, it is "risk category."

In the meantime, the high cost of trial and error is the main reason.

Sun Yafei takes shoes and clothes as an example. They are cheap on ordinary websites, low cost in trial and error, and hundreds of dollars in a pair of shoes, even if they can not be exchanged with businesses, they will lose a lot of money.

But luxury goods are not the same. A skirt and a pair of shoes cost a few thousand dollars. Moreover, the process of exchange is troublesome. "The cost of trial and error is high, which leads users to buy size luxury goods very carefully."

She said that Fifth Avenue tends to be standardized products such as bags, cosmetics, watches, jewelry and so on.

Li Rixue, founder of temple library, agrees with this view.

"Users are relatively easy to identify the authenticity of these standard commodities, and they can initially identify the evidence according to their knowledge or learning methods, and feel more comfortable buying them."

He told Nandu reporters that bags, watches and jewellery were the most important categories in the consignment of temple stores.

In addition to paying attention to the choice of categories, after-sale services also affect the luxury shopping online.

Many websites have the same practice, such as opening 24 hours hotline, 7 days unconditional return service, free leather maintenance service, etc., and strive to make the shopping experience and physical store like value-added services.

Custom worries

Is the custom route the future mode of luxury websites?

"When there are 1 million members and the equivalent is big enough, the Temple store will have its own customized products, which is certain."

Li RI theory, this is not what you want to do, there will be demand to push you to do it.

In fact, his views represent the aspirations of many luxury websites.

The US Gilt is a model of this model. It initially helped brands to digest inventory, and then shifted the focus of sales to brand manufacturers specializing in the design and production of licensed products for Gilt.

Zhang Chunhui, chief investment officer of song he capital investment, believes that the current luxury website investment focuses on brand sales. But in the future, it may be like Gilt to add its own customized brand to a certain extent.

However, some investors believe that whether the customization mode is clear and feasible is still open to question.

A venture investor who had voted in a well-known discount website in Nandu told reporters that the upstream source and downstream users were uncertain.

"Many domestic luxury websites are privately stored in the US outlet or take advantage of the European discount season." it is almost impossible to form a stable supply channel authorized by the brand dealers. The main consumer group of the downstream luxury goods is still online. "As far as I know, the website that only makes luxury B2C is still small."

Finally, the way of luxury online shopping to reach the target users is uncertain. Although many websites claim that they can reach the target consumers accurately from the main customer channels such as banks and other high-end clubs, however, "luxury websites are just one of the many partners of high-end clubs. Do you think banks will repeat your website to their VIP every week?"

Therefore, he believes that the current luxury goods business customization time is earlier, it is even more difficult to pry the brand business with customization.