New Online Shopping Mode Destroys The Sales Rules Of Shoes And Clothing Market

Recently, SWAROVSKI issued a public statement, saying that the company has so far not authorized any website to sell SWAROVSKI products in China.

This refers to the Jingdong mall, while LV and other luxury brands also claim that they have never licensed the sale of goods to the domestic e-commerce website.

According to media reports, Jingdong mall officials responded that most of the luxury goods sold on the Jingdong mall had been authorized from the channel providers, and there was no legal problem.

Because of licensing issues, luxury brands and

Blue ocean effect of luxury electric business

The two or three tier cities also have a strong market for luxury goods, but their brand penetration is low.

Before the issue of brand authorization has not become the focus of controversy, luxury e-business is regarded as the hot spot of investment in the field of e-commerce.

China has become an important market that all luxury brands can't ignore. According to the data, in 2011, China's luxury goods market consumed more than 12 billion 600 million dollars a year, and did not include private aircraft, yachts and luxury cars.

According to statistics from AI consulting, China's online shopping volume reached 773 billion 560 million yuan in 2011, an increase of 67.8% over 2010, of which luxury online sales exceeded 10 billion yuan.

CEO, Ji Wen Hong, revealed that in 2011, the sales volume of the show network exceeded 1 billion, which was 4 times that of 2010.

Within two years, various types of luxury electric business websites are on the line, and the forerunners such as Shang pin, vip.com, Xiu Xiu Wang, excellent public network and Fifth Avenue have received tens of millions of dollars in wind investment.

According to CEO Ji Wen Hong, the luxury brands in the world have a high degree of recognition. However, the layout of their stores tends to focus on the first tier cities. The two or three tier cities also have a strong buying market. However, brand penetration is low, and e-commerce is a good complement to its brand because of its flexibility and coverage.

"Online shopping destroys the rules of luxury goods"?

In the opinion of marketing experts, luxury goods and electronic commerce have natural discordance. "Online shopping is disrupted.

Faced with the accusation of the international luxury brands, the Jingdong, including the electronic business, all claimed that they sold the products for fidelity.

Ji Wenhong said, for the electricity supplier, the real and fake goods are lifeline, there will be no problem. "The problem is the agency mechanism."

Luxury websites in China mainly sell "light luxury goods" in lifestyle. Buyers are buying, buyout and consignment. Luxury brands in order to maintain brand image and brand status and do not have access to online sales channels in China, it is difficult for luxury electric providers to get high-quality goods directly from luxury brands. Therefore, luxury electric providers have to take roundabout ways, or indirectly through distributors or take a professional buying system.

Guan Jiancui, chief creative officer of excellent public network, has introduced a large buyer team overseas to ensure the renewal of goods.

The purchase channel is the most important business resource for luxury websites. However, there are not many websites authorized by the first line brands.

In the view of marketing expert Liu Liang, there is a natural disharmony between luxury goods and e-commerce.

Luxury goods are defined as "consumer goods that are unique, scarce and rare" beyond the scope of people's survival and development needs. Besides buying goods themselves, they also include additional experience such as shopping environment, honorable service, brand history, product design and so on. Luxury brands need to remain mysterious.

When e-commerce completes pactions on the Internet, price factors occupy the main consumer.

"Online shopping destroys the rules of luxury goods."

Liu Liang said.

Ji Wenhong, CEO, shows that the network has been communicating with the first-line brands very early. Many brands are open and willing to talk, but luxury brands have their own brand rules, including image, packaging, user experience, storage conditions, courier procedures, description of goods, presentation of brand connotation and so on. "Even brands will care which brand is placed on a page and location."

Many websites are often sold first, without considering the needs of brands, so the problem of agency mechanism arises.

"We have several luxury brands that are officially co operated, but it can not be said that a special press conference will be held in May and June for illustration."

Ji Wenhong sold a pass.

Chinese luxury electric business mode

Users will not repeat the purchase of luxury goods. We are ready to introduce a large number of foreign second-class popular fashion brands as a supplement.

The reason why Chen Xiao, founder of excellent public network, started the website was a pair of shoes. He saw a pair of Gucci boots in a magazine, and then struggled to find Gucci store, but he did not find that one.

So sprouting up to create a media oriented fashion e-commerce platform.

Guan Jiancui, chief creative designer of excellent public network, has three hundred or four hundred high-end brands on the excellent public. There are thousands of kinds of goods for consumers to choose freely, and 360 degree merchandise presents. The intimate service such as model video tries not only makes up for the disadvantages that can not be touched, but also consumers can choose commodities from a more objective angle, without any consumption guidance.

Another overseas website modeled after many domestic suppliers is Yoox. Now it has entered China. They are not popular for many popular brands such as Marni, Emporio Armani, Bally and other popular online shopping sites. Convenient service and distribution system make it easier for people to choose accessories and daily wear products.

According to Ji Wen Hong, there is no future for pure luxury goods in China.

"Users will not repeat the purchase of luxury goods, because luxury goods are not daily consumer goods, and the cost of user training is very high.

We are also preparing to introduce a large number of foreign second-class popular fashion brands as a supplement to luxury goods, and high-end luxury goods sales account for only 15% of our total.

However, due to the unclear positioning, the future of Chinese luxury e-business is not clear.

Liu Liang, a marketing expert, said that luxury websites should be civilians oriented. This is a strategy that electricity providers have to do in a bad market environment. It is hard to label the market position of "luxury electric business".

Despite the difficulties and disputes, China's luxury e-business website is developing very well. The report of the China Electronic Commerce Research Center shows that China's luxury goods in the next two years.