Luxury Electric Providers Are Struggling To Break Through The Dilemma And Push Rental Packages.

< p > following the launch of a new round of luxury business war in June, the luxury goods business Temple library has a new action: the first free rent package service in China.

Behind this series of actions, what is revealed is the dilemma of luxury electric business: on the one hand, the rapid rise of the domestic luxury market, on the other hand, the dismal operation of luxury electric providers.

How can luxury electric providers break through the dilemma? < /p >

< p > < strong > case < /strong > < /p >.

< p > < strong > Temple library first rent package service < /strong > /p >

< p > a few days ago, the luxury goods business Temple library announced that it would launch free rent package activities during the 5th anniversary celebration, which is also the first luxury company to launch the business in China.

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< p > the temple library said that in order to meet the needs of consumers, from July 3rd to October 3rd, consumers can deposit 5000 yuan or 10000 yuan deposit in the Temple store, and they can use the goods that pay less than the value freely.

In the normal use of goods caused by stains, reduced color and other issues, the temple library will bear free of charge and after recovery.

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< p > yesterday, the Commercial Daily reporters saw in the temple library network that the rental bags of the temple library were up to hundreds, and the 7 brands such as Chanel and LV have already been rented out.

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< p > in addition to the introduction of leasing activities, the reporter saw that the temple library also launched the "full 2000 yuan reduction of 200 yuan", as well as price auction and spike and other preferential activities.

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"P," said Li Rixue, China's CEO Library of temple library. In 2011, the sales of the temple Library in China accounted for only about 10% of the total sales volume, and this share increased to 40% in 2012.

This year is just 5th anniversary of the establishment of the monastery. For this reason, 1 billion of the stock is ready for the scrimmage of electronic business, and consumers can buy it through two channels online and offline.

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< p > < strong > status < /strong > < /p >

< p > < strong > luxury goods business is in a predicament < /strong > /p >

< p > in the industry's view, behind the price reduction of the temple library and even the introduction of free leasing, it reveals the frustration of the entire luxury electric business.

"This is a good marketing tool, but it is not easy to implement it."

Zhou Ting, a famous luxury goods expert and President of the Institute of wealth research, said yesterday in an interview with a Commercial Daily reporter that this looks more like a marketing strategy.

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< p > China's huge demand for luxury goods is the fundamental reason for the expansion of luxury goods business.

Since 2009, luxury websites such as vip.com, Tian pin Wang, Xiu Xiu Wang, Fifth Avenue, Wan Biao net, Ju Shang Wang, and rarity net have been launched online. Sina, NetEase, Jingdong, fan Kong and others have tried to open up luxury channels, and many bank websites have come to distribute the luxury goods for sale.

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< p > however, the days of these local luxury electric business websites are not very good.

Huha net arrears of wages and staff resignation, Xiu Xiu network layoffs, Zun cool gateway stop and other incidents occurred in succession, from the second half of 2010, luxury electric business on "trouble" constantly.

Less than half a year after the official launch, Niemann, a high-end chain store with hundreds of years of history and luxury goods, has also announced that it will cut down the staff of Chinese online stores and will close the Chinese warehouse to the headquarters of the United States for product sales and delivery. Marcus,

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< p > large foreign retailers also encounter Waterloo in luxury e-business, which makes the luxury e-business more pessimistic.

According to the data provided by Bain consulting, the sales of luxury goods in Greater China in 2012 amounted to 181 billion yuan, becoming the second largest luxury goods market in the world after the US.

At the same time, data from China Electronic Commerce Research Center show that in 2012, the scale of Chinese luxury online shopping market reached 17 billion yuan, and it was expected to exceed 20 billion yuan in 2013.

But according to data released by Boston Consulting, the online sales of luxury goods in China account for only 3% of the total sales, compared with 12% in the US.

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< p > < strong > cause < /strong > < /p >.

< p > < strong > luxury online storage has three obstacles: < /strong > /p >

< p > on the one hand, it is a promising market. On the one hand, it is a miserable business. Under the vigorous demand, why is the luxury electric provider not so hot? < /p >

< p > "unclear management mode is the biggest problem."

In this regard, Zhou Ting said that the most important thing for luxury electric providers is to combine online and offline, but now many electronic business platforms only regard themselves as a channel provider.

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< p > Yang Aixiang, vice president of School of cyber marketing, said in an interview with a Commercial Daily reporter that luxury goods providers have the paradox of seeking luxury consumption and cheap prices, that is, the advantage of the electricity supplier channel is often that the price is relatively cheap, but this is not the most important consumer group. They are not very sensitive to the price, but pay more attention to the "face" experience of luxury consumption.

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< p > luxury goods providers still have a fatal injury that they can not afford to protect.

"Fakes are seriously impeding the development of luxury electric business."

Zhou Ting, for example, has caused a great stir in Dangdang's "Tian soo watch storm" and jumei.com's alleged 90% fake products.

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< p > "luxury goods are large items, and consumers are cautious about buying."

Ye Wei, who has been engaged in many years of luxury goods trading in Monument for Liberation, said that luxury goods are more sensitive to price differentials. Most of the luxuries that are trying to survive at low prices depend mostly on the supply of parallel goods. Some large platforms can not operate as simply as ordinary commodities because of the large investment in luxury goods business, and the mode of operation is only at the exploratory stage.

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< p > Hermes CEO Patrick Thomas has publicly stated that 80% of Hermes is a counterfeit product in online purchasing, which is also a slap in the face of many luxury websites.

In March this year, SWAROVSKI, a famous international crystal maker, issued a statement saying that it did not authorize any website to sell its products in China.

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< p > Temple Library China CEO Li has also admitted that the traditional luxury goods in the light of brand image, hunger marketing strategy and so on, has been more cautious in authorizing the electricity supplier.

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< p > in Zhou Ting's view, luxury electric business has another weakness that is after-sales service.

"No one can provide perfect after-sale service."

Zhou Ting said that the audience of luxury goods is high-end users, and has strict requirements for after-sales service and user experience.

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< p > < strong > expert advice < /strong > /p >

< p > < strong > C2B and O2O mode < /strong > /p >

< p > in fact, luxury online is not the end of the road.

Zhou Ting believes that as long as there is demand in the market, there will be broad room for development of luxury electric business. Only the domestic luxury electric providers are still in the shuffling stage. They need to continuously accumulate experience in the industry and explore the patterns and laws that are really suitable for the development of this industry.

So, how should luxury electric business go? < /p >

< p > Ye Wei told the business daily reporter that luxury electric business can only be synchronized with the offline development, as a supplement to the offline, and do not try to compete with offline, so that a benign cycle can be formed.

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< p > in Zhou Ting's view, for ordinary electronic business platform, on the one hand, they should change their mentality, not just go to the brand to stimulate consumption, but to build a suitable platform and use their consumption power to negotiate with the brand.

On the other hand, luxury electric providers must adopt the mode of "online sales + offline experience" to improve customers' consumption experience.

This is because online sales bring convenience to consumers, while offline experience can meet consumer demand for luxury goods.

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< p > Yang Aixiang said that if the luxury electric business is homogenized under the online and offline development, there will be a dead end.

Luxury offline stores often occupy a busy main street and cost a lot. The electricity supplier will at least save the high cost and reduce the price naturally. The price difference between online and offline will not only cause conflicts between distributors and manufacturers, but also lead to doubts about fakes and goods.

"Luxury electric providers can choose to focus on personalized services, focus on the development of customized products, and offline differentiation development."

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