Luxury Online Shopping Bubble Will Break The Source Of Supply And Become A Bottleneck For Survival

HOHO network, known as one of the ten luxury websites in China, has recently been known for its funny "blood calling for pay" event.

The surface is flourishing, but the virtual fire is burning.

The domestic luxury shopping website, which has won many eyeball effects, is facing such a dilemma. The HOHO network (micro-blog), one of the ten luxury websites in China, has recently made a funny "blood word for salary". Event In the famous industry, the online shopping market of luxury goods is showing the tip of the iceberg.

Insufficient supply is the bottleneck of survival

In November, Jingdong mall's luxury shopping website 360top.com was on the line. However, when the website was online, it was questioned that there was not much room for choice, and the number of brands was too high.

In response, Chen Shou Shou, an international analyst at Analysys, said Luxury goods The biggest problem of the website is the source of goods, which is insufficient for upstream penetration. SKU (stock unit) is limited in scale and highly homogenous in mode, so it is difficult to stick to target customers. This is a way to get rid of it in the short term. dilemma 。

CEO Hou Yujiang of a network revealed that since last year, many luxury electric providers in China have gone to Europe to seek the agent system of luxury brands. However, it is difficult to enter the real luxury purchasing circles by purchasing order and trust. For example, if you want to get the direct cooperation of the brand, you need to store the cable, otherwise you can only go to the agent to look for inventory or backlog.

Hou Yujiang also revealed that at present, 60% of the luxury goods websites in China are imported goods that are imported through domestic trading companies. Most of them are playing the first-line brand edge ball, but once these brands are investigated, luxury websites will instantly lose their source of survival. For example, it is difficult to see Chanel's products on luxury websites in China. This is precisely because Chanel implements a strict brand control system in the world, and it will sue if unauthorized sales are found.

Poor shopping experience is difficult to retain users.

For luxury goods sales, the key to success is whether we can provide enough luxury experience to customers. Therefore, "experience" is very important for the purchase decision of luxury consumers.

However, it is difficult to provide the luxury shopping experience. It has become a congenital defect of luxury websites. Excellent public network CEO Chen Xiao said frankly, now, everyone is selling things in that sale, is actually very low level B2C, it is very difficult to do a good user experience.

The emergence of some new models is also hurting the user experience of luxury goods. For example, the sale mode of brand sale is limited, though on the one hand, it has created the emergence of a light company (such as Jiapin and vip.com) without inventory and fast capital flow, but its user service is also showing its drawbacks.

Mr. Wang has made a reservation for a pair of shoes of 4000 yuan in Jiapin net. Since there is no stock, the website shows 15 days' arrival. As a result, Mr. Wang is waiting for two months. During this period, the website's customer service did not give any communication or explanation. Finally, Mr. Wang could only cancel the reservation, and this was the last time he bought luxury goods online.

When goods are in trouble, they should belong to after-sale services purchased by luxury goods stores, but for some websites, they are impossible to achieve. Because there is no special accreditation agency in China, if consumers question the authenticity of products, it is very difficult for the website to provide effective third party certification, so it is easy to generate a crisis of confidence.

Such an experience can hardly match the price of thousands of luxuries, which leads to the fact that the regular users of luxury goods are hard to settle down.

Re financing is more difficult.

At present, the basic business mode of luxury online shopping in China is: Italy outlets and some American buyers + domestic traders purchasing, earning mostly the price difference of exchange rate and low buying and selling. The so-called high profits of luxury goods have disappeared in fierce competition.

In the first half of 2011, the luxury websites that once raised the financing boom with the atmosphere of "huge potential of China's luxury consumer market" have now been silent. Yan Yan, chief partner of Softbank Sai Fu, said: "the main business is not profitable, and the way to make money from the capital market is unsustainable."

Now it is hard to flicker the money of VC. The focus of attention is no longer on scale, user number, nor is it any new concept, but whether it can make money. Guo Bei, Qiming venture investment manager, said that the strong consumption power of China's luxury market resulted in almost no inventory in the market, so it was not suitable for China to rely on the Gilt model built up by European brands during the financial crisis.

At the same time, we must not neglect the attitude of luxury brands. Many big brands are still entering China. Setting up a luxury brand image is a top priority. Even if there is stock, they are not willing to go out to destroy the brand image and pricing system. Looking at most luxury websites, most of them are purchased from Europe and America or from channel providers. This actually increases the cost of obtaining products, which leads to the fact that although websites do luxury business, most of them are difficult to get high profits.

In addition to the high cost of sourcing, the high operating costs and low unit prices under intense competition also make luxury websites far away from earnings expectations. Hou Yujiang said, "the source of the profit dilemma is still in the supply chain, and now these are the sources of supply.

Channels are not what ordinary luxury users really need. Over the season, low prices occupy the mainstream, which results in low price per passenger, while the high additional operating costs of luxury websites are more than thinned, and freight and packaging costs account for 5%.

For example, the logistics cost of a package shipped from Beijing to Shenzhen needs 70 yuan.

For the profit situation and Prospect of luxury electric business, Yang Peifeng, CEO of Jiapin network, said, "what we are profitable is time, the scale of industries that traditional industries need to take 10 years to reach, and we will be able to complete them in 3~5 years."

However, any venture that does not profit is gambling. Capital has entered the cold winter. In the face of capital tightening, e-commerce enterprises should strive for more sophisticated operation and management capabilities. At least, at present, luxury websites in China still have few effective actions in meticulous operation.

Li Hongwei, a partner of Jiyuan capital, made it clear that at present, no luxury websites in China can do well in these two things, so it will be difficult to get financing next.