Luxury Electric Business Dilemma Business Model Discussion

< p > electric business promotion is in a state of decline, and it is hard to find in addition to the old price war.

If it is different from previous years, that is, this year's e-commerce promotion, luxury goods business Temple library claimed to have prepared 1 billion luxury goods to participate in the promotion.

In the cold business of luxury electric business, the temple library is a real surprise.

The concept of discount for luxury luxury goods stores has persisted for hundreds of years. What is the sales promotion of luxury goods providers? What is the meaning of this promotion? < /p >

< p > < strong > the dilemma of luxury electric business is < /strong > /p >

< p > the luxury electric business, which started in 2008, is facing a great life and death after experiencing the great leap forward in 2010.

Following the closure of the luxury shopping platform of Shanda and NetEase, the luxury electric business huaha network fled to senior executives, the website was blackened, and employees failed to negotiate for salary.

Before entering the domestic market, foreign luxury electric business brand also had to narrow the front line or simply withdraw from the domestic market because of poor operation.

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< p > at the same time, the domestic luxury market is growing at a high speed.

According to the data of China Electronic Commerce Research Center, the scale of Chinese luxury online shopping market in 2009 was 2 billion 860 million yuan, reaching 17 billion yuan in 2012 and 20 billion yuan in 2013.

According to data released by Boston Consulting, 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%.

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< p > on the one hand, it is a promising market. On the other hand, it is a miserable business. Luxury electric providers are in a dilemma.

Under the vigorous demand, why luxury electric providers are not so hot? < /p >

There are many reasons for the current plight of luxury electric providers, which are mainly due to three reasons. < p >

One is the spread of counterfeit goods; the two is that after-sales service is difficult to match with luxury brands; the three is a continuous price war, which has a strong impact on luxury brands.

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< p > luxury counterfeit goods flooding has become a sharp problem in the development of luxury electric business. It is also a hard nut to crack in luxury electric business. Dangdang "Tian soo watch storm" and jumei.com accused of 90% fake products have caused great disturbances.

Herm CEO Patrick Thomas has publicly stated that 80% of Hermes in the online purchase are counterfeit products, which also slap a slap on many luxury websites.

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< p > after-sales service and user experience are also another major hardware of luxury electric business.

The audience of luxury goods is high-end users, and has strict requirements for after-sales service and user experience.

Just imagine, the user spent 50 thousand yuan on the luxury electronic business platform to buy a name list. The distribution service obtained is no different from the ordinary online shopping, and is different from the physical store shopping experience. Such experience will undoubtedly make the value of luxury goods greatly reduced.

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< p > objectively speaking, the current dilemma of luxury goods providers is not the source of goods, but the operation mode is the crux of the problem.

It is inevitable to sell luxury goods by using the traditional e-commerce operation mode of traditional commodities. It is inevitable that some luxury websites will fail because of their poor management.

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< p > < strong > How can the luxury electric business break down < /strong > /p >

< p > facing the severe living environment, luxury electric providers such as vip.com, Shang pin and Xiu Xiu net began to pform, reducing the number of luxury goods on sale.

For this type of pformation mode, we can only say that we are gradually weakening the label of luxury electric business.

Gong Wenxiang, a former vice president of Xiu Xiu net, told the media that the luxury goods accounted for only 5% to 10% of the luxury goods and 300 yuan for the customers. Another luxury electric vip.com seemed to be selling some luxury goods at a high level, but in fact its unit price has been moving down from the original 300 yuan to the current 160 yuan.

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< p > strictly speaking, vip.com, Shang pin and Xiu Xiu net have not been able to call the real luxury electric business.

To this end, how to break the electricity supplier of luxury goods, desalting the pformation of luxury electric label is not the right way.

Say that you have been pformed, what luxury electric providers are you talking about? < /p >

< p > as far as the status quo is concerned, the most important two tasks for luxury electric providers to get out of the predicament are: first, improve the user experience; make sure that the shopping experience and after-sales service experience are in line with the high-end positioning of luxury goods; two, eliminate fake products.

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< p > in the aspect of after-sales service experience, the luxury electric providers, such as excellent public goods and Shang pin net, have completed the docking with the major luxury brand entities after the sale, and have realized the progress of online shopping and offline stores enjoying after-sales service.

However, there are still many deficiencies in the shopping experience and distribution experience of luxury goods providers.

To facilitate users, temple library has set up high-end clubs in three cities of Beijing, Shanghai and Chengdu to provide luxury consignment, appraisal, maintenance and online distribution services.

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< p > indeed, the practice of temple library has brought the sale of luxury electric business to the ground, and the shopping experience can get a qualitative leap. But can the problem of overflowing fake goods be contained? At present, many luxury electric providers still adopt the method of authorized identification, and it is clear to everyone that this authorization sign is too big.

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< p > to curb the proliferation of counterfeit goods on the luxury electronic business platform, temple Library in the three major cities, including online shopping centers, has provided identification services. However, because the temple library only provides identification services to its customers, the problems of other luxury electronic business platforms are still not solved.

The author believes that as the only luxury electronic business platform providing identification services, the temple library should expand the scope of its service audiences, not only to its own customer groups, but also to make such identification services a standard. Otherwise, how can we afford the luxury goods as a high-end commodity?

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< p > after-sales service and physical store docking, luxury electric business to build an entity club, these means can improve the user experience of luxury online shopping.

However, at present, this is just a few attempts of the luxury electronics business to break through, and the effect remains to be verified.

One thing to be sure is that if the luxury electric providers want to break the situation, they must subvert the existing business models and rebuild their business models.

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< p > < strong > luxury electric business mode discussion < /strong > < /p >

< p > objectively speaking, luxury itself is an alternative industry. Copy's traditional mode of electricity supplier is bound to die.

Luxury goods consumers are highly educated, highly paid, and highly identitied, and destined for luxury goods providers to take an unusual path of development.

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< p > based on the problems encountered by luxury electric providers, I think the mode suitable for luxury electric business is to integrate B2C+O2O's two major business models.

One point that needs extra explanation is that the core of luxury electric business is goods and services. The core of traditional electric business is commodity and price.

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< p > luxury electronic business is not going to happen, so the user shopping experience is impossible.

Admittedly, users can choose goods on luxury electric business websites, see the color and appearance of goods, but the hard experience that can not be experienced can only be solved by establishing entity stores.

That is to say, the future luxury electric business must be closely integrated with the physical store, so as to ensure the quality of shopping experience.

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< p > in the ecosphere of luxury electric business, the focus of the physical store is commodity display. After having a repeat customer, the focus of the entity store is pformed into the after-sales aspect.

Perhaps some people will question that the luxury electric business has a physical store under the line. How can the value of the electronic business platform be reflected? < /p >

< p > even if the luxury electric business has built up a physical storefront, the value of the electronic business platform will not be weakened, and it will still be a very good channel.

The value of luxury electronic business platform is to attract customers, but the construction of physical stores will only increase the conversion rate of passenger flow, because the current situation of the spread of fake commodities will affect the conversion rate of the electronic business platform.

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The location of P is quite clear. The luxury electronic business platform is responsible for display, user diversion, payment and user group analysis. The entity store is responsible for distribution, identification, after-sales service and value-added services.

Of course, the entity store will also act as a commodity display, but its display function is quite different from that of the electronic business platform.

In a word, the physical store is a luxury boutique. The luxury electronic business platform is a luxury warehouse.

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< p > in addition, as a luxury electronics business platform to extend the physical store, it also undertakes the important task of shaping the luxury business culture.

As we all know, luxury stores have a wealth of value-added services, luxury electric business is a big loss in this regard.

To this end, luxury electric providers should fully consider the needs of customers and formulate value-added services, so as to enhance the brand premium capability of luxury electronic business platforms, and create a luxury business culture.

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< p > there is no doubt that the current business mode of luxury electric business has restricted the development of this industry.

Luxury electric business is not without the market, but the old mode is difficult to open the hot market.

In the future, the positioning of high-end luxury electric business is inevitable, and the exploration of various luxury electric business brands has begun.

If luxury electric business is still copy mode of traditional electricity providers, then luxury electric business can only end up with a concept of gimmick.

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