Luxury Goods Suppliers Trapped In The Source Of Goods And Mode Difficult Capital Breakthrough Hard To Break Through

Since 2009, it has emerged under capital chasing.

Pan luxury electric business boom.

However, the luxury electricity supplier of the past scenery encountered the double attack of the mode predicament and the capital cold current finally.

At present, these enterprises are in pition: walking network is heading for the direction of "popular fashion", while Shang Ping net has launched the high-end fashion concept of "positive price authorization", and Jiapin online has changed its name to call itself a fashion name electricity supplier......

What led to luxury retailers tearing down the "luxury" label?

Model dilemma

Big brands do not give authorization, more than 90%.

In China, no electricity supplier will be authorized to sell their products.

In October 2012, the once respected library was finally closed.

In fact, since the second half of 2011,

There has been a weakening trend.

Xiu Xiu net, Jiapin net and Shang pin net have successively pmitted layoff news.

In December 2011, the founder of the luxury website "hoha network" was swept out of the country. In December 31, 2011, NetEase's "NetEase Shang pin" was declared closed.

Insiders said that luxury electric providers are in a situation of big potential and small market.

According to Ai Rui's 2011 Research Report on China's luxury online shopping industry, the scale of online luxury shopping in China will reach 37 billion 240 million yuan in 2015.

Judging from the scale of luxury online shopping pactions in the proportion of domestic luxury paction scale, the penetration rate was 4.37% in 2011.

On the one hand, the potential market is unlimited. On the other hand, the luxury business is struggling. What is the problem?

Gong Wenxiang, the former vice-president of the show network and the founder of the Shenzhen electric shock Agel Ecommerce Ltd, has always been unhappy with luxury electric providers. The reason is that the real external environment and conditions of the luxury e-business are not mature at present, and the consumption habits of consumers are still online purchasing low price products.

If the big brands do not give authorization, more than 90% of luxury brands will not authorize any electricity supplier to sell their products in China.

Without the support of manufacturers, the source of goods can not be guaranteed, without authorization, once it is bigger, it will face the risk of the defendant.

The most important source of luxury business is sourcing through overseas distributors or dealers.

Although the gross profit is relatively high, it is not a continuous business, but a one-off trade.

So at present, the market environment and legal system environment do not have the environment for the development of luxury electric business.

Jiapin network CEO Yang Peifeng told reporters that for the sale of high-value merchandise business, the key is the supply of goods, because foreign brands have hundreds of years of history, they will not easily choose an electricity supplier in China as a partner, they are worried about how to protect their brand image.

At present, most of the top brands sold in China are only sold from distributors, while China's luxury electric providers must rely on high-end physical department stores to make rapid progress.

The dilemma of supply and the market environment directly affect the feasibility of the model.

Tong Shihao, managing director of Qiming venture capital, said that the mode of luxury electric business is not feasible in China. Because of the high end, the real rich can not be pferred to the Internet.

From the users' perspective, there are two kinds of people who buy luxury goods: one is the person who consumptive and pays attention to the shopping experience; the other is the purchase of gifts, and the two groups do not buy online.

The volume of users is small, luxury electric providers are hard to come out.

Transformation "fashion"

The two or three line brands in Europe and the United States are hard to have a market, and their reputation is not high enough to sell at all.

Can international first-line brand licensing drive luxury online shopping?

If all prices are positive, a big problem for consumers is that if the price of luxury goods sold online is the same as that of physical stores, why should consumers buy them from the Internet? The full experience of their own line is also an important part of luxury consumption.

In this regard, e-commerce analyst Li Chengdong said: "luxury electric business can be sold, but the mainstream user demand is still expected to discount, the price is very difficult to attract users, because users have been accustomed to electricity price war."

In the domestic market environment is not mature, luxury electric providers began to tear off the "luxury" label, post the "fashion" logo, the consumer audience as a high-income group.

For example, from the last year's "global brand flagship store" positioning to "popular fashion brand", vip.com's half year short luxury positioning has been extended to the two or three line brand.

And the banner of the contemporary brand of the international high-end fashion products website.

At the same time, the luxury goods suppliers, such as Jiapin, gifted, and other luxury goods companies, have gone abroad to search for the two or three line brands in Europe or North America, with a view to cultivating a number of high-end fashion users who focus on fashion quality and are not sensitive to price.

Recently, Shang pin has announced 80 European and American modern brand licensing, which will sell the new products at the current price.

Zhao Shicheng, CEO, said: "brand authorization is the biggest obstacle to the development of luxury e-commerce websites, and licensing and positive prices are the way out for luxury websites."

For luxury electric providers, the two or three line brands are facing a problem. That is the positive price. At present, the price of high-end fashion products is still around 2000 yuan.

But in China, most consumers who are keen on online shopping fashion products are 18~35 years old.

They are very concerned about prices, hoping to buy cheaper products.

If online stores do not use discount as a promotional tool, then the consumer group can not form a real attraction.

Gong Wenxiang said that the pformation of the two or three line brands in Europe and the United States is difficult to have a market, and their popularity is not high enough to sell at all, so the market is hard to do.