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Potential Hidden Dangers Of Luxury Goods To Return Disputes Caused By Fake Packages

2013/7/15 19:51:00 48

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rent package does not make money purely for popularity.

reporter learned that China's leading luxury exchange platform Temple Library China launched its free rent package business on the fifth anniversary.

reporters log in to the official website of the temple library. The big name zero yuan rent has not been promoted.

At present, the bags that can be leased are divided into 5000 levels and 10 thousand yuan, two grades, of which 10 thousand of the bags are about 50% or more, indicating that they have been leased out.

dial the 400 official telephone call of the temple library, the customer service staff told the reporters that the bags in the lease were new and old, and the N class -S class was a new bag. The reporter found on the official website that only one of the 120 bags that was involved in the lease was S grade, that is, basically all old bags.

Customer service personnel also said that this activity is only aimed at the official website of temple library, so if consumers rent a package, all businesses can only operate on the network.

"P," said he hydrocarbon, director of Chinese media publicity at Temple library, said the rental package business launched by the temple library is mainly for the purpose of giving back to the old customers of the network, and hopes to promote the temple library network platform and increase the stickiness of consumers.

Most of the rented bags are old bags. Actually, developing the business enterprise is not making money or risking losing money. But the company hopes to attract consumers through low threshold, and ultimately achieve the effect of improving sales. The company pays more attention to the publicity effect of this project, and economic benefits are not the key.

"facts have proved that the effect of this project is still very impressive. The first day of renting business has completed about 30 single businesses."

The person in charge is full of confidence in the leasing business.

potential hidden danger to return the false package to cause disputes.

the rental package of old luxury goods can achieve the effect of gathering popularity. It can not be judged yet, but many people in the industry see the hidden trouble of this business.

Japan's old luxury brand Brand Off (Bai Ou Fu), Wu Dan, manager of Shanghai Nanjing East Road store, is worried about the rental package business. It said, "we have not done the rental package business, either in Japan or in other markets.

First, the market share of the project is too small. From her personal experience, Brand Off entered China for two years, and only one customer from the Shanghai store came to ask whether it could rent a package. The popularity of luxury goods and fashion design bags made the market demand of customers very small.

besides, there are many hidden disputes in rentals business. For example, the customer who rents the real bag is bought through the other channels to buy almost the same fake bag. Even though it has done a lot of pictures and markings before leasing, it is difficult to avoid cheating in a technical perspective.

He hydrocarbon disclosed that the temple library takes a record of bag coding, taking pictures and keeping professional appraisers in a firm way to avoid taking back fake goods.

in view of the business process of logistic distribution and return of bags on the temple library selection line, Wu Dan believes that consumers and enterprises can not confirm the bag situation face to face.

In addition, how to define the wear and tear of customers during the leasing process? What is the standard of "normal wear range"? These are very easy to dispute.

revitalize the market short term gimmick risk > /strong >

looking at the old luxury market now, not making brand promotion is a common problem in this industry. It can not establish brand trust and reputation. It is difficult to develop rapidly in the luxury market, and it is more difficult in a market that needs consumers' trust very much.

Zhou Ting, President of the Institute of wealth and quality research, said the potential of the domestic luxury goods market is very large, and the survey shows that this category is not affected by the national policy environment.

But now the old luxury goods have not yet formed an industrial chain, they are mainly doing tradable goods (channels) purely trading goods, and the price strategy is the low price strategy.

survey data show that the assets of the active luxury goods market in China should be between 10 million -5000 yuan. These consumers have large reserves of luxury goods, and they are relatively strong in purchasing luxury goods. They are the main force in buying and selling the old luxury goods market.

however, he hydrocarbon said that the temple wanted to give young people the chance to realize their dreams for luxury goods, and at the same time to create brand aesthetic feeling and pform the rental customers into users.

In this regard, Zhou Ting said, the market now reflects the situation is that the economic strength of the consumer group is far below this level, indicating that the industry failed to really invigorate the market supply and terminal consumers.

The main audience of rented businesses is not the core consumer of old luxury goods. This business can be regarded as a brand's short-term eyeball economic strategy. It is actually a gimmick, but the risk of this gimmick is very great, and it is likely to turn from a gimmick to a scandal.

lower the unit price, fear loss core population

according to a reporter's survey, the average rental package price is 200-300 yuan per day.

But most of the people who are interested in this kind of business are not those who buy luxury goods for a long time.

ho hydrocarbon believes that the starting point of leasing business is to train consumers, hoping to experience a series of services online shopping and logistics can give customers a good impression.

for this reason, Mr. Yang, who has worked in the top of a luxury brand, said that the purpose of renting the package business is concentrated on those who want to move closer to fashion. These people do not have enough economic capacity to consume luxury goods frequently, but the base is bigger in the first tier cities.

The brand may see this, so it is a springboard for rapid development.

But they belong to the lower reaches of luxury goods, the price sensitivity is high, it is difficult to cultivate loyalty, if other brands play the "zero deposit" rental package business, I am afraid that will soon lose.

"Revitalize these people can see the short-term effect, but it is harmful to the long-term development of industry and brand," Mr. Yang said, totally ignoring the business model of rented packages.

Low prices should not be the core competitiveness of old luxury goods, and the consequences of doing so are likely to lower the price of customers and eventually lead to the loss of core groups.

behind the lease deposit deposit economic chain

the customer service staff of the telephone consultation Temple library learned that the deposit of the rental package activity can only be processed online after one month of the package. In other words, if the consumer participates in the three month rent package activity, the deposit need to be kept in the Temple store for four months.

The customer service staff did not give an answer on why they could withdraw cash only after one month.

When the reporter wants to further consult, the customer service staff says that they must read the details of the rental package and do not want to explain too much.

"I think it's too long for a month. The amount of deposit is not small. If the leasing business is well developed, the cash flow is still very large."

Miss Tian, a shopping online buyer, does not understand the terms of the refund of the deposit for one month.

a reporter interviewed a salesman of a financial management company. He was told that the profit of one month's financial management in the market is between 5%-6%, and the maximum profit of three months financial project can reach 8%.

If you rent 120 Bags, the deposit will be about 880 thousand yuan, and the proceeds from the three month's 8% will be 18 thousand yuan.

ho hydrocarbon said, the time limit for the refund of the rental package deposit is limited to the time of follow-up work such as logistics and professional appraisal, and also to avoid some disputes, but in practice, it may not be returned for a long time.