Ferragamo Online Official Licensing Store Will Be Launched Soon.

This news is seen by many people in the industry as a sign that big players are beginning to "deregulation" to the electricity supplier, which is a great advantage for the electricity supplier. However, experts point out that even if the luxury electric providers get the "gold medal parts" of the big players, they will still be hard to break through as mere channel providers. These websites should not only compete with the categories and prices of commodities, but also cultivate loyal consumers through experience and service.

　　 Official online shop pricing unified online and offline

"We have the honour to announce that we are from Italy The top luxury brand Salvatore Ferragamo Online Official licensing store will be officially signed into the show network. Recently, the domestic luxury electronics business show shows its official micro-blog announced that the Ferragamo Online Official licensing store is expected to be launched in October 11th, and has released several micro-blog introduced brand history.

Yesterday afternoon, the reporter contacted Ji Wenhong, CEO, who confirmed that the website had indeed been awarded by Ferragamo. Shoe shoe The online sales authorization of bags, scarves, accessories and other categories had been negotiated with the brand for nearly two years before. These big names also had concerns, worried that the sale of the third party e-commerce platform would reduce the brand image.

Ji Wenhong said that in order to ensure the luxury shopping experience, online shopping. Ferragamo Consumers of products can also enjoy the same after-sales service on line.

"Usually, the purchasing channels of luxury goods providers often get goods through foreign discount stores or agents, so that the types of goods are easily restricted and there is no way to guarantee seasonal products. After being authorized, the website can get goods directly through the brand to ensure the popularity of the products. Ji Wenhong revealed that Ferragamo official website products will be unified pricing with the entity store.

　　 Domestic electricity supplier purchase channel questioned

The news that Ferragamo has entered the show network is a great benefit for many people in the industry. In fact, the domestic electricity supplier without brand authorization was once questioned. In May this year, SWAROVSKI issued a public statement, saying it had never authorized any electricity supplier in China to sell its products, nor would it guarantee the online shopping products. Before that, the brands such as Tissot, UGG and other brands had openly disclosed the relationship with the domestic e-commerce platform.

In June this year, Dangdang was exposed to the sale of CASIO watches, it is the unauthorized channel instability to the public spotlight, industry analysis, it is precisely because of foreign agents to take the goods, leading to counterfeit goods mixed into the market.

"The reason why international brands are reluctant to authorize the online sales platform is that they do not understand the characteristics of the consumer facing the website. Secondly, the degree of specialization of these providers is not enough, which is easy to reduce the brand image and affect the customer experience." Zhou Ting, Dean of the Institute of wealth quality, said in an interview, "Ferragamo's willingness to authorize domestic luxury electric business can only show that the electricity supplier has made breakthroughs in terms of specialization, but if luxury electric providers still focus on channel providers rather than service providers, then it will be difficult to further develop in the future."

　　 Luxury website positioning deviation

Zhou Ting analysis pointed out that most luxury websites in China are currently playing the role of channel providers. They compete in price rather than service, resulting in low user loyalty and frequent operation of websites. Since the end of last year, Shanda's products, NetEase's NetEase products, Sina's Sina luxury products have been exposed to bad management, plus hourly net pay arrears and CEO's departure.

How to change the status quo of the industry? According to the show, the website and Ferragamo will be jointly launched a guaranteed after-sales service. Once consumers encounter product problems, the website will be responsible for sending the goods back to the place of origin, which is maintained by local craftsmen. However, there are still some people in the industry who believe that in the process of taking advantage of the role of "pick up", a better mode should be provided by its own maintenance service to cultivate loyal users.

In addition, experts pointed out that luxury electric providers can make up for the lack of online shopping experience by way of exhibitions, experiential shops and other offline services. In fact, in June this year, the domestic luxury goods business Fifth Avenue has opened experience stores in Sanlitun, Beijing. "Online trading and offline experience are the future directions of luxury electric business." Zhou Ting said.