Luxury Industry: Subject To Disturbance From Suppliers Of Goods And Industry

Luxury electric providers have been in an awkward position in China, and the failure to get the official authorization of luxury brands has been a pain in the development of China's luxury electric business. Recently, a website announced that it had been officially acquired. Luxury brand Salvatore Ferragamo Ferragamo's official authorization, Ferragamo Online Official licensing shop has been launched, online commodity prices are consistent with the physical store, and enjoy the same after-sales service as the store.

Industry experts said that this means that the luxury brand "relax" restrictions on the domestic electricity supplier channels, luxury electric business will gradually develop into the official brand licensing mode in the future.

　 Luxury websites weaken buyer purchasing methods

"Just saw a small drum bag of GUCCI on the Internet. Compared with the physical store, the price is equivalent to half off, but I don't know if it's a genuine product. Should I buy it?" Miss White Collar told reporters that she was a super fan of luxury goods, but for many luxury brands sold online, because they could not determine their quality, even if they looked at the right products, they finally ended up.

In a random interview, reporters found that over 70% of respondents were skeptical about the quality of luxury products bought online. Many consumers think, "I am not a professional, many luxury stores do not provide inspection services, or go to the store to buy more reassurance."

In fact, in May this year, SWAROVSKI issued a public statement, saying that it had never authorized any electricity supplier in China to sell its products, nor would it guarantee the online shopping products. Samsonite also posted a "solemn statement" on its official website, saying that no company or person had ever sold Samsonite products on the Internet, and that products purchased by the network channel could not enjoy the company's product quality warranty service.

Previously, Tissot, UGG and other brands have openly disclosed the relationship with the domestic e-commerce platform. Hermes CEO Patrick Thomas said more publicly that 80% of Hermes in online purchasing is counterfeit products.

According to the introduction, the source of the luxury goods purchased by the electricity supplier is mainly the cooperation with the foreign brand agents and the buying system. Reporters learned that, because foreign intermediaries can not fully guarantee the formal supply of goods, so the website shows that the brand goods sold abroad are purchased by overseas buyers, and the channels of purchase are foreign brand counters or department stores.

A person in charge of electricity suppliers said that the website is weakening the way of buying buyers, and increasingly collaborate with brands or brands in the country's total agents and distributors.

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　　 Luxury electric business more than 70% profits from women's clothing

At present, most luxury websites in China are not "single sale luxury" websites, but for the industry, single luxury websites are not competitive. "More websites will also sell luxury goods at the same time. clothing Accessories or household items. And luxury electric business now more than 70% of the profits come from women's clothing.

According to research data, the online sales of luxury goods in China account for only 3% of the total sales, while in the United States the proportion is 12%.

CEO, Ji Wen Hong, said that from the market point of view, the development of e-commerce should have diversity. "Consumers will buy some other commodities while purchasing luxury goods, and the rate of repeat purchase of luxury goods is low, so online shopping malls are the rational mode of development."

"But I am very optimistic about the development trend of luxury electric business in the future." Ji Wenhong said, "some time ago, we made a BURBERRY windbreaker thematic. The price of single windshield is over 3000~4000 yuan, and some single products even exceed 6000 yuan."

In fact, at present, some luxury electric providers have made the website a luxury luxury store, and online sales are all tail or seasonal goods. "But Brand authorization The fundamental difference between selling luxury goods is that it can sell the entire product line of luxury brands. The price on the line is consistent with the price of the physical store, and discount activities and after-sale services are also consistent.

　　 Industry insiders: online discount is hard to attract users?

However, people in the industry expressed concern that consumers have become accustomed to price wars between electricity providers. If the prices are consistent on line and the price is positive, it will be difficult to attract users.

However, luxury goods also have their own considerations. Analysts point out that luxury goods are very concerned about their brand image. They do not want their brands to compete with the products of some low-cost sellers. "They will ask for specialized online sales and can not be sold with certain brands to maintain their popularity."

Ji Wenhong told reporters, "there will be a certain discount plan for the electricity supplier in the future, but it is not a rough discount plan. This needs to be worked out with the branding company and adopt some new ways, such as the VIP system." "With the gradual penetration of luxury goods in the domestic market, domestic consumers are becoming more sophisticated and diversified. If consumers are long-term luxury consumers, consumers can quickly determine whether the brand is suitable for themselves."