The Luxury Consumer Market Is Also Rising.

Less than P, hundreds of dollars, Chanel, Fendi, Gucci, Hermes, Louis Weedon and other famous leather bags can be taken home.

In recent years, as people's enthusiasm for luxury goods has gone up, luxury rental market has also sprung up. Luxury leasing is undoubtedly the best choice for people who prefer fancy bags but with limited economic level.

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The global economic crisis (P) has been affecting the financial industry, and to a certain extent, it has affected people's desire for luxury goods.

In European and American markets, luxury leasing is not a completely new concept.

A few years ago, in the US and Europe, there was a rise in the membership of online luxury rental shops. Many first-class brand handbags, necklaces and so on were the main objects of the lease.

In China, luxury leases mainly focus on famous leather bags.

Miss Xu, who is a middle-level leader in a world top 500 enterprise, told reporters: "although there are several luxury bags at home, sometimes fashion and social parties should be arranged according to < a target=" _blank "href=" http://www.91se91.com/ > clothing > /a ". Instead of buying a new model with the luxury fashion cycle, it is better to rent one, so that it can not only change the line, but also avoid idle waste.

Miss Xu said that whenever leasing a luxury bag, it is necessary to prepay the equivalent amount of the total price of the bag as a deposit, and the price of the lease varies according to the brand and the style.

"Take LV Speedy 30 as an example, the market price is more than 5000 yuan, and the price of renting a month is about 2000 yuan.

If converted into a day's price, long rent is cheaper than short rent.

If it's short rent, it's almost 200 yuan a day. "

Luxury leased marriages are facing the potential market demand, and luxury leases are interconnected with e-commerce providers in hopes of greater development.

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P is the first Chinese website dedicated to luxury rental services.

Not long ago, the luxury online shopping platform, temple library, China also launched the zero yuan rental package business.

Reporters log on to the United States network found that the name of the website leather bags more than 200 yuan a day rent, the deposit is in the form of credit card pre authorization.

Delivery and pick-up are all door-to-door services. If they are returned to their bags, if they are damaged, they will be compensated for the damage.

According to the requirements, as long as consumers register on the website and pay a deposit of 10000 yuan or 5000 yuan, they can freely use the luxury bags within the prescribed limits and replace them one month.

If the exit activity is returned and identified as the original commodity, the deposit can be repaid in full.

For the hundreds of kinds of online packages listed for rent, one industry employee told reporters: "most of the products are sold by customers. Many girls like famous brand handbags. Some people feel that the bag is not good enough after they have bought it. If they want to sell it, or they need urgent working capital, they will sell their bags on the Internet.

The authenticity of these bags is guaranteed. "

Luxury electric business in Waterloo, in the industry view, behind the temple library price and even the introduction of free lease, it is revealed that the whole luxury electric business is helpless.

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

It looks more like a marketing strategy, says Zhou Ting, a famous luxury goods expert and President of the Institute of wealth studies.

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

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< p > 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, while Sina, NetEase, Jingdong, fan Kong and others have tried to open up luxury channel, and many bank websites have also come to the sale of extravagant products.

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.

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.

On the one hand, it is a promising market, and it is a miserable business. Why can't the luxury e-business go up? Gong Wenxiang, the vice president of the show network and the founder of the Shenzhen electric shock Agel Ecommerce Ltd, has always been reluctant to see the luxury e-business. 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 low priced products online.

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.

"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.

Hermes CEO Patrick Thomas has publicly stated that 80% of Hermes is a counterfeit product on the Internet, which is also a slap in the face of many luxury websites.

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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 the region of China. P

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 electric business is to buy overseas goods through distributors or themselves.

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 the legal system environment do not have the conditions for the development of luxury electric business.

In addition, Zhou Ting said, business model is not clear is also a big problem, luxury electric business is the most important thing is to combine online and offline, but now many of the electronic business platform but only himself as a channel business.

Yang Aixiang, vice president of the school of cyber marketing, said the luxury electric business has 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.

"Luxury is considered a big item, and consumers are cautious about buying it."

In Monument for Liberation, Chongqing, Ye Wei, who has been engaged in luxury pactions for many years, introduces 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, because of the large investment in luxury goods, can not operate simply like ordinary commodities, and the mode of operation is only at the exploratory stage.

Temple Library China CEO Li has also admitted that the traditional luxury goods in view of brand image, hunger marketing strategy, for the authorized electricity supplier has been in a more cautious manner.

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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.

Leveraged leasing seeks to revitalize "although the sales situation of luxury goods such as name bags can still be, but for the electricity providers, their business is not too optimistic, and there are still some news that the electricity providers can not support them. On the one hand, they may consider the number of consignments sold by individuals. On the one hand, considering the bad weather, they may expand their popularity with the help of leasing services, so as to open a new situation in the sales channels."

Ms. Ji, who is engaged in the luxury industry, said that the lease was still for sale.

"Only a part of businesses are doing leasing services. The main reason is that the profits from leasing services are too small, or the profits and profits of famous bags are relatively large, and the risk to businesses is small."

Ms. Ji told reporters: "recently, the big situation of luxury goods is not very good, but the sale of name bags is still acceptable. Many brand websites do not rent items, because this may be a low price for luxury goods."

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"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 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.

He 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.

In this regard, Mr. Yang, who has worked at 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 of the first tier cities is larger.

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 short-term results, but for Industry and brand long-term development is harmful."

Mr. Yang said he was not optimistic about the business model of rented packages.

Low prices should not be the core competitiveness of luxury goods. The consequences of this are most likely to be the lowering of the unit price and the eventual loss of the core population.

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