Luxury: Shopping Experience Will Attract Authority To Achieve Turnover.

Like a spring breeze in the cold winter, the domestic luxury electric business has gone through the crisis of bankruptcy, layoffs, infringement and so on. Finally, the authority of the international brand has been loosened. After listening to the official authorization of Ferragamo to sell its products, many other electric providers privately exclaimed, "why not give it to me?" in the future, a licensing competition for luxury electric business is bound to smoke four.

　　 Authorized icebreaking

Luxury electric business is gradually recognized

After several months of slump, the luxury electric business in China has finally come to a positive end. October 11th, Italy top Luxury goods After the official authorization of Salvatore Ferragamo, the "genuine" commodity officially landed on the website of Vatole Ferragamo, including men and women. shoes Shoes, accessories, and other classic and best selling products.

Coincidentally, Gucci (Gucci) group top shoe brand Sergio Rossi (Sergio Rossi), Dupont (S.T. Dupont) and other international brands have also been in the domestic luxury electric business source of the official authorization of the big stamp. Prior to that, Shang pin network was the first luxury electric business enterprise to offer "authorized price" in China.

Yan Xiao Mei, partner of Siwei investment consultant, said that domestic luxury electric providers can not only get abundant and stable supply, but also improve the low price competition in the industry, and improve the profits and healthy development of the industry.

Zhou Ting, President of the Institute of wealth and quality, believes that this is the beginning of the gradual recognition of the international luxury business platform.

　　 Source of embarrassment

Most afraid of cleaning up "rotten tail goods".

According to the data released by Analysys observation, the scale of online luxury shopping in China will expand in the next 3-5 years, and it is expected to exceed 10 billion yuan in 2015. But the supply of goods has always been a bottleneck for businesses.

Insiders said that the main source of supply of luxury electric business in China came from big dealers, distributors and buyers living abroad. The former accounts for a low proportion of new goods, while the latter is hard to distinguish between true and false.

Fifth Avenue luxury goods network CEO Sun Yafei said that most of the products came from international agents and dealers in the country to ensure 100% of the genuine products, but must buy out the tail cargo. In addition to huge financial pressure, if we do not get into the "bad tail goods" without market, we will lose a lot.

"Purchasing goods generally come from overseas stores or Oteri J, because of the lack of regulatory system, some buyers will be shoddy, and even use super A for real." Miss Zhao, who was engaged in overseas purchasing, revealed.

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　　 Big intention

Circulation of controlled goods through authorization

International big names have long been planning for entering the domestic e-commerce platform. Burberry (Burberry), Armani (Armani) and other brand official website have already opened online purchase; Coach (Kou Chi) independent domestic online shopping platform has also entered the online countdown; foreign luxury websites such as Net-a-porter and YOOX have entered the Chinese market.

From the international luxury brands to prosecute domestic electricity supplier infringement, to the network of fake cross flow, domestic luxury electric business in the cold winter. Why do international brands throw olive branches to these business enterprises in the declining voice?

Zhou Ting believes that for big names, this cooperation is intended to broaden its scope. distribution channel Just like Oteri J and duty-free shops. The domestic luxury consumption crowd began to be younger, which made the international brand start to build its own online platform, and authorized the domestic mature luxury electronic business platform to get twice the result with half the effort, and it is easy to grasp the more comprehensive market and consumer habits and other information.

In addition, there is another reason that can not be overlooked. With the rapid development of luxury consumption in China, the high imitation and counterfeit goods are flooded in the market, and online shopping is the hardest hit area.

　　 Industry competition

Shopping experience will attract licensing mantra.

Judging from the current category and quantity of licensed commodities, its cooperation with electric business enterprises is still at an initial stage, and has not yet reached a larger scale than the domestic luxury market.

Chen Shou, an international analyst at Analysys International, said that domestic luxury electric providers are in urgent need of adapting to new consumer demands and new changes. Luxury five star hall service has been highly praised by consumers and brands. This requires the domestic electric business enterprises to match with the big brands in service, so as to achieve seamless connection between online and offline businesses.

He said that good shopping experience and service is the future killer of luxury electric business to attract international licensing and consumer patronage. If there is no adjustment, there may be a big withdrawal.

In addition to commodity licensing, domestic luxury electric business is also striving for foreign countries. Designer Licensing of brands and high-end fashion brands. For example, Milly, M Missoni, Cynthia Rowley, Laundry By Shelli Segal and other European and American brand 2012 new products have been authorized exclusively in the Shang pin network.

Zhou Ting said that cooperation with European and American designer brands and fashion brands is in line with the development rules of foreign mature luxury electric providers. With the introduction of new fashion concepts, it can also achieve greater profits.