Luxury Websites Encounter Growth Bottlenecks: Venture Capital Favors &Nbsp; Bubble Looms.

Recently, Hohhot net, one of the ten luxury websites in China, was exposed to "wage arrears and 90% employees have resigned". The company explained that CEO has been replaced and is undergoing transformation. This incident has aroused widespread concern in the industry. Insiders say that this reflects the fact that although luxury websites in China are growing fast but not mature enough, the transformation of luxury websites is imminent, and the way of management and purchase should be more formal.

The big discount is not enough.

Miss Chen of Shijiazhuang recently wants to buy a D&G. Bag She told the newspaper reporter that her colleagues bought her from a famous brand discount online, saying that it could be much cheaper, and that the website is now very popular. She login to see, D&G brand bag claims 4 fold, a market price of 8710 yuan female shoulder shoulder bag 3650 yuan can be bought, hit 58% off. "This price is really exciting, but it's not in the bottom." Miss Chen said with a smile, this price is just the same from the foreign duty-free shop. If it can be guaranteed that it is genuine, she must sell it.

Over the past two or three years, luxury shopping websites in China are developing rapidly. Statistics show that in the first quarter of 2011, the scale of online shopping for luxury goods in China was 2 billion 900 million yuan, reaching 3 billion 450 million yuan in the second quarter. It is expected that the annual turnover will exceed 16 billion yuan. Luxury shopping websites have also been known and recognized by the general public from obscurity years ago.

"Online shopping is risky and should be cautious."

Insiders say luxury shopping websites include C2C and B2C. Two category Among them, C2C means that the website only provides a platform for businesses and consumers to deal with, but is not responsible for the supply of goods. B2C refers to all websites selling luxury goods or selling channels of independent luxury goods, and is responsible for purchasing, warehousing, logistics and other services. It is known as the "self purchase luxury shopping website", such as vip.com, and so on. He said that most of the luxury websites currently refer to the B2C form.

Why can luxury brand products get such a low discount? Can you guarantee that it is genuine?

Faced with these problems, the above said, in fact, there are mainly two purchasing modes for luxury electric providers: purchasing and purchasing. The main way of purchasing is to buy people in foreign countries. Buyers usually take the form of ordering on the brand website or buying discount. The mode of purchase is unified purchase from foreign wholesalers.

It is understood that there are risks in these two ways. Consumers should purchase in line with the principle of "online shopping is risky and should be cautious". The risk of purchasing is that the goods purchased by the purchasing agent may be outdated and cleared products abroad, and there may be minor defects. The number of such products purchased is small, the cycle is unstable, and the merchandise is not well sold. What's more, because of the unknown origin, consumers have bought fake products directly from the website, even safeguarding their rights are very difficult.

Insiders said that in fact, most of the luxury goods sold by e-commerce platform are unknown. Many international luxury brands are very cautious about Internet sales, and can not be authorized to the third party network platform. abroad The purchase platform does not have authorization certificates and customs declarations.

Venture capitalists bullish bubbles

Because of the trust crisis and the risk of online shopping, most consumers choose to "listen more and see more". Generally speaking, they rely on friends to introduce their own experience, and choose the products that are relatively trustworthy. Because of the increasing purchasing power and the increasing demand, luxury websites are becoming more and more popular, and the venture capital industry is also increasingly optimistic about this field. However, industry experts believe that in the condition that the domestic luxury electric business is not mature enough, a large number of VC inputs have made the bubble of the luxury website industry looming.

Statistics show that, from the end of last year, the venture capital industry has launched a wave of investment in luxury websites. Angel investor Lei Jun and Disney's VC institution Si Wei investment and Xing Xing venture capital have invested tens of millions of dollars, known as the largest luxury goods sale website in China. And DCM and Sequoia Capital 20 million US dollars, venture capital is injected into vip.com, which has just completed 3rd anniversary of the luxury Operation website. Also known as the three year old luxury goods company, Xiu Xiu net has recently announced that it has been invested by international venture capital firm Kai Peng Hua Ying for us $20 million.

Professionals believe that in the past two or three years, China's luxury e-business website showed a "barbaric growth" trend, and the large-scale involvement of venture capital intensified this trend. At the same time, as more and more consumers choose to buy regular brands directly from Hong Kong or Macau or abroad, and the Ministry of Commerce has repeatedly claimed that measures should be taken to allow people to consume luxury goods in China, the promised difference will gradually shrink, and the survival space of the e-business platform relying on purchasing mode may be smaller and smaller.

Recently, Hohhot net, one of the ten luxury websites in China, has been exposed to "wage arrears and 90% employees have resigned". This incident has aroused widespread concern in the industry, and reflects the domestic luxury website from one side. although The fact that growth is fast but not mature. Insiders pointed out that the "transformation" of luxury websites is imminent, and the way to purchase products should be more formal, and examine their operation from the trust level of consumers. At present, some luxury shopping networks in the world are very popular. The most successful top selling network in Europe is also building the same website in China. This shows that there are still opportunities for such websites. The key is how to grasp the operation and purchase channels of the website itself.