Official Authorization Will Become An Important Weight For The Future Luxury Electric Business PK.

Experts say official authorization will become the future. Luxury goods The important weight of PK in the electricity supplier industry will set off a new round of shuffling.

In the past October, luxury goods entered China. Online retailers The most concentrated month in the field. Salvatore Ferragamo, Coach, DVF... After experiencing a brief retreat, luxury goods actively throw out "olive branch" to the electricity supplier. According to the statistics of journalists, in less than a month, there are more than ten luxury brands in the international front line. Unlike in the past, the partnership has been officially stamped with official approval.

Over ten big net touches this month

In the middle of this month, Ms. Wang, who lives in Fuling, "crossed" a pair of Ferragamo naked pink shoes with a price of 4250 yuan on a luxury website in China. 3 days later, the shoes were sent to her. Ms. Wang told reporters that she did not have a brand store in the area where she lived. Before she had commissioned the purchase on the Internet, she had met with a product. "Buying on the official authorized website is not only convenient and quick, but more importantly, it is very comfortable with the source of goods".

Ms. Wang has become a promising consumer group for luxury goods giants. Reporters learned that many luxury brands rely on e-commerce platform to increase market share.

At the beginning of this month, Italy Salvatore Ferragamo, the top luxury brand, announced publicly that it had formally authorized the online shopping website of the department store with international capital investment, and established an official sales platform on the website. The new product was then launched on the 11 th of this month, Vatole Ferragamo.

A week later, DVF, Alice by Temperley, Red Valentino and other European and American brands jointly announced with the domestic luxury shopping website Shang Ye net, officially officially authorized to Shang pin net, the products include clothing, shoes, bags, accessories, including the four major categories. "Most of the famous brands in Europe and the United States that authorize Shang pin net are the first to enter the Chinese market for the first time, and Shang pin net has become the only sales channel in China at present." In an interview with reporters, Shang pin net said.

This month, Emprio Armani (Emporio Armani), Gucci group's top shoe brand Sergio Rossi, S.T. Dupont (Dupont) and other big names have also announced the entry into the domestic luxury electric business, and on the supply of goods, "cover" the official authorized big stamp. At the same time, Burberry (Burberry), Armani (Armani) and other brand official website has also opened online purchase. According to the statistics of journalists, in less than a month, there are more than ten luxury brands in the international front line.

Online supplementary line

Ms. Wang told reporters that before ordering online, she had compared the prices with the two main stores in the main city Meimei department and the European famous street, and found that the prices were exactly the same.

She also noticed that the current online products are almost all classic models that have been selling well for many years, and the new products displayed in the physical stores are still not visible on the Internet.

In the show network, the reporter saw that the Ferragamo front page was divided into two types, men and women, which are belts, wallets and so on. There are about ten kinds of products. The price comparison of a man's purse numbered 351302 shows that the price on line is 2800 yuan, which is in line with the price of the store in Meimei department store. Another woman's camel belt with a cargo number of 510493 is also the same as the price of a physical store.

In terms of after-sales service, the reporter has learned that if goods purchased in a physical store are damaged or require care, customers can go directly to the store. And through internet purchase, if there is any damage, customers need to send the product back to the website, which is identified by the website staff and then spanferred to the brand for repair.

"This is very troublesome for customers." Ms. Wang said that a more web site identification process, the process is more troublesome, time will also lengthen.

"Because of the beginning, many details are constantly improving and improving." Ji Wenhong, CEO, told reporters that most of the brands currently have mature channels, so brands will give priority to the supply of physical stores on the supply of goods, and also require the price of online and offline to be consistent. "After all, luxury goods are different from general merchandise, and maintaining the image of Gao Duanpin is very important." However, with the official licensing of luxury vertical websites, the sale of goods in addition to a genuine guarantee, the luxury brand chamber of Commerce regularly supplies, in the long-term cooperation will consider the provision of the new quarter, in the new speed and style, more advantages than other comprehensive website.

Ji Wenhong said that although it has no advantage over physical stores, it is better than expected. "Customers mainly come from two or three tier cities, of which Chongqing accounts for 30%." He said that from the perspective of purchase intention, many netizens are old customers of a certain brand, and choose online as a supplementary choice.

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Intended to seize the opportunity of the busy line.

"We are ready to burn money in the early stage." Ji Wenhong, CEO, told reporters that online luxury online shopping still needs to be explored in operation compared with offline market. "It is a blue ocean that attracts us to promote the luxury online shopping."

According to research data from AI consulting, the scale of online shopping for luxury goods in the mainland of China reached 10 billion 730 million yuan in 2011. Compared with 6 billion 360 million yuan in 2010, it achieved an annual growth rate of 68.8%, which is expected to reach 37 billion 240 million yuan in 2015.

In the face of the expanding market "cake", the electronic business people expect to get a few more cups from it. However, the source of goods is like a hidden bomb, which may block the money at any time.

It is understood that at present, luxury goods suppliers in China have agents, distributors and overseas buyers, such as purchasing, and other major purchase channels. One of the major chronic diseases is that it is difficult to ensure that the supply of goods is genuine.

"Because of the lack of a regulatory system, it is common news for buyers to imitate goods in a shoddy way." Li Xiaofei, media director of a luxury store in the city, told reporters that dealers will also ask the electronic business to buy out the tail cargo. Under such circumstances, the electricity supplier will not only face the risk of starting the "rotten tail goods", but also increase the financial pressure. All kinds of obstacles make the "marriage" between the electricity supplier and luxury goods once depressed, causing great harm to the industry and brand. The electricity supplier wants to regain the market recognition by obtaining the "authorization" of luxury goods.

Reporters access to relevant information to understand that this year, the grand banner of poly network, NetEase NetEase's Shang pin, Sina's Sina luxury goods business is not good, plus the Hohhot net pay arrears, respecting cool network CEO resignation and other news, luxury electric business is covered by clouds.

In addition, data from ChinaVenture, an information consultancy of China investment market, showed that in the first half of 2011, there were 12 cases of luxury electric business financing, with a total financing amount of US $283 million, reaching the highest level in history. But in the first half of this year, except for vip.com's listing and financing, the total number of domestic luxury electric business financing cases has declined significantly.

Prospect and impact

"Marriage" faces multiple tests

Zhou Ting, a well-known luxury goods expert and President of the Institute of wealth research, said yesterday in an interview with reporters that the cooperation between luxury goods and third party e-commerce shows that the potential of the domestic market is huge. Luxury giant began to explore the market reaction through the electricity supplier channels, accelerate the channel sinking, and also showed that domestic electricity providers began to consciously win the market through proper channels.

"Only by providing users with better services and having good reputation and reputation, can we get the luxury of being able to better survive." Zhou Ting believes that in the future, the open licensing of luxury goods will be a major trend. Only official authorized websites can survive, otherwise they will face spanformation or elimination. For the entire electricity supplier industry, it will produce a more profound shuffle.

"Although there is a good beginning, there are more problems ahead." Zhou Ting analysis, first of all, at present, luxury brand is not exclusive official authorization to the electricity supplier, which means that once the brand is successfully tested on one of its websites, it will soon turn to other websites. For the electricity supplier, not only will the competition be more intense, but at the same time, due to the lack of corresponding supervision, some fraudulent situations may also revive and become increasingly fierce.

Secondly, the elite culture emphasized by luxury brands and its unique scarcity are in conflict with the traditional e-commerce's popularity, freedom, openness and equality. Thus it is reflected that the conditions of authorization are very "harsh". For example, the price of online products is consistent with the prices of offline stores, which weakens the competitiveness of online products to a certain extent. For luxury consumers, it is difficult to directly experience the unique charm of big brands on the electronic business platform, as well as the thoughtful and considerate service of businessmen.

Prior to this, there are already many electronic business platforms selling luxury goods, but the good and bad are mixed. Luxury official authorized electronic business platform, whether it will impact on existing stores and online shopping?

"It will not affect Taobao." Yesterday, the head of Tmall public relations Yan Qiao told reporters that from the current situation, Taobao's Tmall platform as a comprehensive e-commerce platform has already entered a large number of signed luxury brands, and has accumulated a certain degree of credibility and recognition among users through the promotion of early operation. On the goods, some luxury brands will work out cooperative treaties for websites, and develop products that are suitable for sale on Tmall.

For physical stores, digital business observers believe that from the current situation, it is difficult to produce shocks in the short term. They think, first of all, there are fewer people buying luxury goods online. Most consumers still buy through physical stores. Secondly, from the perspective of consumption ability, most of the consumers who buy luxury goods online are mainly white-collar workers. Although these groups occupy a large number, their consumption power is not very strong, and it is not the mainstream of promoting the growth of luxury consumption.

"The most important point is that luxury goods entering the domestic market have strong control over channels." Tmall official said that Taobao was once flooded with goods, so Tmall opened up an official platform to distinguish the goods from the genuine products, which was recognized by the luxury brand. Therefore, whether it is in physical stores, Tmall or the current luxury electric business website, when signing the agreement, luxury goods will be marked in the treaty in terms of category distribution, price management, etc., so as to form dislocation competition, avoid channel "fight" and create damage to the brand image.