Luxury Online Shopping Burn Money: A Single Loss Of Hundreds Of Thousands Of

Originally, the luxury line that we pursued was so splendid.

The leaders of the media who once told us a lot of inside stories -- losing money and burning money to brush up their achievements, in order to cater for

From another perspective, if an enterprise is willing to make a profit at the expense of the year, we will be happy to pick up the price.

Indeed, some friends have just returned from Hongkong's "sweep the goods", nor do they see the discount season being more affordable than mainland luxury websites.

But these are not healthy ways to cultivate a market after all.

Take your time and take your time.

Nowadays, after experiencing the fast snatch of the market, the fashion brand has found that it is the king's way to survive for a long time.

While practicing the internal strength needs the domestic luxury electric business people to calm down the quick and quick gains and benefits, and remove the mask of gingerbread.

Only in this way can we be in an invincible position in a round of round of business wars. The luxury electric business market can go through the cold winter and usher in the spring.

"Fickle" woman Sun Yafei, founder and CEO of luxury network in Fifth Avenue

Sun Yafei is the 70 queen sister.

In 2009, she founded the Fifth Avenue luxury network.

3 years of entrepreneurial career has pformed her from a layman who knows something about luxury to a mastery of all kinds of fashion.

Her first job was a civil servant.

The stable working environment made her feel boring.

So she quit her job and chose journalism as a graduate student.

This is just the beginning of her "fickle" life.

Subsequently, reporters, television editor, foreign students, Wall Street investors.

These jobs are lifelong careers for many people, but for her, they are like passers-by in life.

At the end of the shopping season, luxury websites have begun a new round of "fighting tactics". The new products are not only colorful but also surprisingly cheap.

In this regard, Fifth Avenue luxury network CEO Sun Yafei told us...

Burning money

A single loss of hundreds of thousands of

In recent years, some luxury websites and luxury luxury websites have been working hard, not only increasing the number of goods and styles, but also the price is almost crazy.

Such a big discount is usually rare.

However, many consumers can not help but doubt the authenticity of the products.

In this regard, Sun Yafei said that at present, the domestic luxury electric business market is mixed up, very chaotic.

Some electricity providers are losing money.

For example, a commodity with a price of 5000 yuan will be sold by some 4800 yuan.

This "cut meat" marketing mode may make enterprises lose a few hundred thousand dollars in a single list.

After all, this behavior has not hurt consumers, but a few luxury electric providers will fake the fake products and bring the trust crisis to the whole industry.

The reason is, Sun Yafei said: "some VC companies do not understand the online shopping luxury industry.

They believe that luxury websites should also have high volume of pactions such as Jingdong mall and Taobao, and believe that the luxury market is extraordinarily active and the online industry will flourish.

But this overestimates the prosperity of the market.

In order to attract investment, some luxury business operators have to create false prosperity to cover the current situation of the depressed market.

This has led to the luxury electronics business "burn money" brush performance.

Unclear location

The degradation of luxury electric business

Sun Yafei believes that the biggest problem of luxury electric business in China is unclear positioning, resulting in unclear target groups.

Businesses do not know which consumers to attract, and it is difficult to cultivate customer loyalty.

Some electric providers are holding bags of tens of thousands of dollars, while selling dozens of dollars of bottle openers.

In this regard, she made a metaphor, at the beginning of the business, everyone's goal is to create "online luxury luxury ole."

When the performance of luxury goods is lower than expected, many businesses begin to introduce second tier brands and develop new products.

At this point, people became "online department stores".

After a period of time, it was found that competition in this field was intense, and the low-end brands and categories were introduced again.

The luxury online shop has become a large online supermarket.

Entering the cold winter period

The 2012 industry will shuffle

Prior to this, experts have predicted that in 2012, the electricity supplier will enter the cold winter period, the luxury electric business situation is more worrying.

Sun Yafei indicated that the electricity supplier entered the cold winter period to appear exaggerated, should be about to enter the new round of shuffling period.

After experiencing the baptism of the market, the luxury electric business will enter a relatively stable growth period, and the market will show a more orderly state.

"In 2011, Fifth Avenue turnover increased by 2-3 times. I am satisfied with this speed."

"Because of the shopping habits of domestic consumers, online shopping luxury goods will not be" blowout "under the line," she said.

It is normal to gradually accumulate loyal customers and grow slowly.

In 2012, the Fifth Avenue luxury goods network plan attracted more luxury brands to enter the platform, add more high-end categories, and provide consumers with more comprehensive commodity choices.

In addition, she plans to set up a new channel in the second half of this year to promote the fashion products or artworks of famous designers in China.