Luxury Goods To Build Their Official Mall Is Mostly Just A Display.

Under the "double eleven" single day sales record of 19 billion 100 million yuan, the panic is not only offline entity store, but also create this record brand supplier.

Because they have just seen the hope of extrication from Suning, Gome and other traditional monopolies, and they must be firmly seized by the online channels such as Tmall and Jingdong.

AFU's "insurrection"

In November 11th,

When the big guys and their suppliers were busy updating their sales records, a small episode appeared on the Jingdong platform exposes the other side of the gap between the supplier and the supplier.

AFU's founder, Meng Xing, issued a statement on micro-blog. "In view of the fact that Jingdong mall is locking up our backstage, we are pushing hard sales on businesses," he decided to withdraw from Jingdong mall.

According to Jingdong's communication with AFU, the store has promised to participate in Jingdong's "double eleven" promotional activities and later opt out temporarily.

In fact, similar incidents are not the first time for the electricity supplier industry, nor is it the first time for Jingdong mall.

During the "8. 15" price war, the Jingdong launched.

"300 full 1000 vouchers" preferential activities, there are businessmen accused Jingdong sales promotion activities to businesses to bear the cost in full, claiming that they will withdraw from Jingdong platform.

Another refers to the mandatory sales promotion is Dangdang, it in the 13th anniversary shop celebration Month activities to unilaterally collect 5000 yuan activity support fees to businesses.

"E-commerce promotion is generally carried out with business trench, and both sides share the cost of promotion.

Businesses who take part in the "double eleven" activities will be relieved of their fees and commissions, and businesses will have to discount the price.

This phenomenon of forcing merchants to discount sales promotion or two elections is a violation of commercial principles.

Group buying website full of nets CEO Feng Xiaohai said.

CEO Wang Hao, a luxury self-employed electricity supplier, said in an interview with reporters that no brand maker is willing to tie himself to a single channel. Everyone is trying to avoid Suning and Gome's monopoly stores. On the next 3 to 5 years, most of the brands will build their own businesses and platforms.

Self built electricity providers, lack of popularity

"The contradiction between suppliers and channels, especially large platforms, has existed for a long time. In, in order to get rid of its dependence on Gome and Suning, it invested huge sums of money in building its own channels.

In the field of electronic commerce, in order to reduce the dependence on large platforms such as Tmall and Jingdong, many brands have begun to build their own electricity suppliers.

Feng Xiaohai said.

At present, including clothing brand

3C, Metersbonwe, DELL, HUAWEI and many other luxury brands have built their own official mall. Financial brands such as construction bank and Taiping Insurance have also launched their own e-commerce business under the impact of Internet finance.

According to Huang Ming, Huang Ming solar energy will gradually improve its own e-commerce channel through the "self media system" strategy.

But he had to admit that the front was dark.

It is not only because the self built electricity supplier of Sun Ming is still in its infancy, but also because other brands that have already built their own electricity suppliers are not going smoothly.

Two years ago, Metersbonwe built its own shopping network, which quickly exceeded the MBT flagship store on Taobao.

In 2011, the United States set a target of 200 million yuan for the state purchase network.

However, in September of the same year, the United States suddenly announced that it would spin off the State purchasing network from the platform of the US state.

Analysts believe that self built electricity providers have to invest heavily in systems, customer service, especially logistics. Jingdong, Taobao and other e-commerce giants are investing tens of billions of dollars in logistics. The usual price war has made the losses continue to expand, which has given the traditional brands a cold drink through the idea of self built electricity providers, and finally had to halve.

Public information shows that the cost of personnel compensation, technology development, logistics, advertising and so on in the early days of the United States were as high as 60 million yuan, and sales revenue was totally dependent on burning money.

The analysts also said that the reputation of self built official website is not enough, so it is difficult to attract enough hits in the short term. Sales volume is very small under the impact of big brands such as Tmall and Jingdong.

Take seven wolves as an example. In the second half of 2012, it built its own online shopping mall. However, its popularity was small and sales were very low. Online revenue basically depended on the third party e-commerce platform.

"More brands of self built e-commerce channel, is still just a display, and has not brought substantial improvement to its business."

The industry observer told reporters.