Home >

How Can Luxury Electric Providers Get Out Of The Mire?

2014/7/8 8:48:00 13

??? 日本語 Fran?ais English 中文

Source Of Goods Luxury Goods Electricity Supplier

here, the world is < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > a href= "http://www.91se91.com/" target= "http://www.91se91.com/".

the domestic electricity supplier platform goes to the US market in succession. It really inspires morale. In terms of numbers alone, the increase of over 30% of the luxury electric business is not pessimistic. The development of the luxury sales market also seems to have huge space.

However, since this year, the luxury electric providers such as the respected network have gone bankrupt, but the industry has to calm down and think about the market demand. That is the problem of the business mode.

the lethality of the supply problem has been mentioned at an unprecedented level. How can luxury electric suppliers find the way to survive in the cracks between consumers and brands without the formal authorization of luxury brands?

sample 1 .

outgoing

the death of respecting the network reflects the embarrassment of the luxury supplier of electricity supplier.

the pride net fell down and never got up again.

Less than 3 years ago, the luxury e-commerce website, which has been established for less than 1 years, has been invested in millions of dollars by Sai Fu Asian fund in 1 months. It even took the [-0.19% Capital Research Report of China Merchants Bank as its platform. However, it ended the operation of the website in late May.

May 27th, CEO, a respected network company, said in his micro-blog: "my general manager and shareholder status of Agel Ecommerce Ltd in Wales flourishing in Shanghai have all been pferred in October 2013, and the VIP honor network has also been replaced by management.

the domain name of the respected network is not accessible by the reporters through the archival information. Its official micro-blog has not been updated since September 24, 2012.

as Yan Yan, Saif Asia investment partner, said, "getting investment proves that you are recognized by a certain investor. It does not mean that it has been recognized by the market, nor does it mean that it has been successful."

in fact, the fall of the respected network is not a case. In the past two years, most of the luxury electric business websites are in bad luck, or they have already closed down or have chosen a painful pformation.

the helpless behind the bank standing team

early November 2007, Alibaba's B2B business was successfully listed on H shares, setting off a hot start in China.

In this upsurge, in 2008, the luxury industry, with its high customer price and strong purchasing power of target customers, stimulated the germination of China's luxury business model.

2010, along with the great ferment of the whole business start-up tide, luxury electric business has sprung up like mushrooms, and capital has been vigorously touted.

respecting the net is one of them.

In August 2011, we enjoyed online shopping, including luxury goods, fashion trendy clothes, beauty care and skin care.

Only a month later, the SAF Asia Fund injected tens of millions of dollars into its rush.

as a luxury electric business company, the most important problem facing the network is to get consumers' trust in their products, otherwise the market will be a passive source of water.

based on this, the strategy of founder Ren Kefei is to pull banks to stand in order to create their own trust.

According to the previous market strategy of Zunwang, the project started cooperation with banks, telecommunications and other enterprises, and even used FedEx (FedEx) to deliver goods.

This kind of bundling marketing mode has indeed made a lot of efforts for the growth of respecting the network. According to public reports, the sales of some similar websites have been completed in 4 months.

but there are also some helplessness behind this binding mode.

a business insider told reporters that the sales volume that merchants can really get from banks is negligible.

"To put it plainly, there is no user stickiness in the banking channel, and there is no advantage in products and prices. Especially luxury consumers will hardly shop in the mall, because they have too many channels to choose."

soon, the network enjoyed a common problem facing vertical electric providers -- traffic pressure.

the electricity business insiders said that the past four years are four years of rapid development of domestic electricity providers, and the cost of acquiring users is also soaring.

Even Tmall's leading e-commerce provider has a cost of more than 100 yuan to acquire a new user, not to mention other websites that do not have any traffic source. "Respecting the network wants to gather a large number of high-end users from the platform online shopping users. It needs strict operation and long-term accumulation, and it will not achieve results overnight."

supply chain mode to be tested

traffic difficulty is not the biggest problem of enjoying the Internet, nor is it the main reason for its collapse.

the industry generally believes that the biggest embarrassment of the "a href=" http://www.91se91.com/news/index_c.asp "luxury electric business" /a > industry is the extension of the source of goods, which can not get the brand authorization from the brand dealer or the scarcity of the luxury itself, resulting in insufficient quantity of goods.

Without formal authorization, it can only be flooded with counterfeit goods, leading to complaints from consumers and brands. Even if they are authorized, they will not be able to get enough goods from the brands, and they will not be able to satisfy the consumers' demand for shopping.

because of the restriction of goods supply, luxury electric providers usually obtain goods by way of brand agents or by recruiting buyers.

As a result, the purchase cost of luxury electric business channel is basically at the same level as that of traditional channels, and the cost of advertising by electricity suppliers is not dominant in cost competition with traditional channels.

a similar luxury e-commerce cost chain, which violates the general business model structure, and can not reflect the advantages of the electricity supplier.

"P," said CEO, Li School of temple library network, told reporters in an interview with reporters: "the price of products sold by luxury electric business has certain rules. The price of luxury brands can only be about 15% cheaper than domestic ones. After all, our profit margins are not so large, and the low price will also cause consumers' distrust."

"P >" although the sales price of luxury goods is not the only factor and more service is offered in the view of the number of luxury business operators interviewed by journalists, but Hao Zhiwei, a senior ecommerce observer, pointed out that the supply chain and price do not have the advantage. Only an isolated website has no ability to provide more services. "What are the unique services you say it can offer compared to the LV franchised store under the line of Heng Long square?"

"P >", therefore, he believes that the consumer habits and product characteristics determine that the boom in the luxury industry in China is difficult to continue into the e-commerce industry.

{page_break}

"P > in the phase out period facing pition /p >

reporter has learned that after two years of blossom, a large number of luxury electric providers have been exposed to problems, including Jiapin network, Shanda banner and hoha network, which have won many rounds of financing.

according to public reports, a respected network employee revealed that compared with the slow growth orders, the complaints about the quality of the products caused the company to break their brains. At first, it was only a few scattered pieces, but then it was a large-scale outbreak. The most common complaint was the source of goods.

in addition, the complaint of brand is more difficult than consumer complaints.

The online enjoyment almost covers the first tier luxury and fashion brands, such as Burberry, LV, Estee Lauder and so on, and these brands are not authorized to enjoy the network.

Cao Lei, director of the China Electronic Commerce Research Center, said in an interview with reporters that the source of goods, worries about the spread of derivative commodities, lack of shopping experience, and price constraints are all on the mountain top of the luxury electric business. "Especially the sources of unknown origin, but it is all the bruising of all the luxury electric business websites, or even very likely to stop here". P

Cao Lei believes that most luxury websites have conflicts between supply and consumer experience.

Without the authorization of the brand, respecting the network can not get the products that are perfectly justifiable, nor have the endorsement of the partners, so it is very difficult to get consumers' trust.

compared with the winter of luxury electric business, the electricity supplier industry has been in the spring for nearly two years after years of hard work.

Jingdong mall, vip.com, jumei.com and other sites have been listed in the United States, and have been recognized by the capital market.

However, luxury electric business is still in the test period of the market, and constantly tug of war between the "high-end" positioning and the "cock wire" Internet users.

in the interview of many people in the industry, luxury electric business is a false proposition, on the one hand is constantly erupted online shopping demand, while the luxury online shopping is cold.

Respecting the net is not the first fallen website, nor will it be the last one.

"More and more websites are at the crossroads of pformation."

sample 2 .

pformation

put down the "luxury" posture of Tmall's Transformation Road

respecting the network has not fallen to the road of pformation.

"It's much harder to get the licensing of the brand than the pformation."

Cao Lei believes that there is no bargaining chip for the respected network and the big brands. It is unlikely that the big business will be in the business world. Besides, the demands of the international brands on the partners are extremely demanding.

some websites that had previously dominated the concept of luxury electric business had to pform from a single vertical luxury electric business to the whole category of platform.

the pformation platform of the show network

earlier than the network of Zun Xiu, it was also aimed at the luxury business line.

In August 2011, the company set up the largest B round of financing in the electricity business sector at $100 million.

however, similar to the respected network, the supply problem is still the biggest sticking point of the network.

In 2012, the issue of fake goods on the show network was widely disclosed by the media.

it is reported that a customer bought a Gucci product from Tmall flagship store. After finding the quality problem, he called the Internet and was dragged down.

The customer complained to the industry and Commerce Department, and the product was sent to Gucci for identification.

Gucci soon made a statement that it was not a product produced by the company.

this event directly led to the closing of Tmall flagship store.

"P >" after the luxury electric business shuffle, the show network began to change its strategy, and adjusted its focus to the whole category of shopping mall mode. Luxury goods were only an independent category.

P, a former executive director, said that the development of Xiu has undergone several important pformations. The blurring of strategy has led to the fall of the show. The luxury electric business is attractive, but it can not support the whole operation of a company.

Through the development of platform in the past two years, P has barely supported its positioning. It is no longer a luxury product, but a high-end female commodity platform, which mainly sells overseas brands.

up to now, the company has authorized 50 brands or platforms including eBay, the largest online shopping platform in Korea, Gmarket, and three KarmaLoop providers in the US.

"P", "upstream supply chain, we no longer have the original luxury positioning problems."

In the media interview, CEO Ji Wen Hong pointed out that the cooperation agreement with the upstream overseas brands is usually three years.

At present, the network can still get the goods at low cost; after docking with overseas brands or platforms, all updates are synchronized.

In his view, P is a service solution provider for overseas brands or platforms, and is responsible for all matters including pportation, replacement, customer service, and the development of new user markets.

we must say that when Tmall electric, Jingdong, vip.com and other domestic e-commerce platforms have set foot in the luxury market, they have found a unique way to survive.

At the same time, the pformation also means a large amount of capital investment and the demand for massive users, which makes the network still faces challenges from Tmall and vip.com.

> strong > large platform rush to eat two or three line market

reporter has learned that Tmall is breaking its fashion strategy and constantly introducing international top brand and fashion trend brand.

April 23rd, the international big name Burberry officially entered Tmall, then the British fashion trend brand ASOS joined. A month later, Estee Lauder announced its cooperation with Tmall, and confirmed Tmall as the only authorized third party e-commerce platform in China.

data show that the sales volume of Estee Lauder Tmall flagship store is close to 7 million yuan in the 5 day, and the sales volume is 3 million yuan on the first day of operation, which is equivalent to the sales volume of the brand single counter for one month.

Burberry opened for 18 days and sold 132 items. For the brand with an average price of more than 5 thousand yuan, the figure is not low.

Wu Chunyi, general manager of Estee Lauder brand China, admitted in an interview with reporters that e-commerce is an increasingly growing channel and is popular among young Chinese women. "With the help of e-commerce channels, we can expand sales coverage, because there are still many remote locations in China that can't buy real Estee Lauder products at present," P said.

From P, sales of luxury electric goods in China are still growing.

According to the data provided by China International Electronic Commerce Research Center, the paction scale of luxury e-business in 2013 was 20 billion 820 million yuan, an increase of 34.8% over the same period last year, and it is expected to reach 27 billion 430 million yuan in 2014.

At the same time, China's luxury online sales account for only 3% of the total sales of luxury goods. Less than the 1/4 of developed countries, it still has great potential.

At present, Alibaba has just signed a memorandum with the French government. It is foreseeable that more French brands will be stationed in Tmall in the future.

{page_break}

Cao Lei believes that the layout strategy of luxury goods in China has begun to change. From the first tier cities that have been adhered to, the 234 line cities have begun to expand. The channel of e-commerce is undoubtedly the most effective and convenient way to reach these consumer groups.

for the Tmall networks, the problem is not the market capacity, but whether it has found the right business mode. Only with a complete and clear supply chain, can the luxury electric business go further.

sample 3 .

exploration path

strong > Online + offline: O2O differentiation competition of luxury electronic business platform /p >

"there are only more than 300 people in the temple library network. We are already making profits."

At the end of 6, the CEO Library of the temple library network revealed that it had received an exclusive interview with the daily economic news reporter.

Li Rixue said frankly, "supply chain" and "trust" are the two mountains in front of the luxury electric business practitioners. Only by crossing the past can they survive.

However, most entrepreneurs have embarked on the road of burning money without considering how to solve these two core problems, and the results can be imagined.

Whether the temple library network can become the "leftover" one is still unknown.

luxury identification cracking trust problem?

Temple library was established in 2008, its business includes luxury online sales, offline entities club, idle luxury two circulation, luxury appraisal, maintenance and so on.

in Li Rixue's mind, the location of temple library is a platform for serving high-end people.

"We can sell all the products they need, not just luxury goods, around the user.

we are not sales agents, but service platforms.

It is reported that at present, there are three kinds of goods sold on the website of the temple library, one is the products authorized by the brand dealers, the two is the products provided by the agents, and the three is the products directly sold by overseas businessmen.

However, Li is not willing to publish its authorized brand list.

at the same time, temple library opened 5 high-end repository clubs in Beijing, Shanghai, Chengdu, Hongkong and Tokyo, consignment of second-hand luxury goods, from which the 10%~15% sales commission.

it is learnt that many brands such as LV have never been authorized to give any electronic business platform in China. How to solve the problem of authenticity? Li explains that the products sold on the website of the temple library come from some suppliers' products or consumers' consignment products.

To this end, the temple library network set up a special identification center, there are more than 40 qualified professional appraisers, all the goods will be shipped to the consumers after verification by the identification personnel.

At the same time, the temple library also set up a special luxury aftermarket service factory.

a second-hand insider trading platform Milan station an insider told reporters that goods appraisal and after-sale service are almost a threshold for second-hand luxury business.

in fact, it is difficult to have a unified consensus in the identification of luxury goods.

Hao Zhiwei, a senior business observer, told reporters that the identification of second-hand luxury goods is more of a saying. It is difficult to have a unified standard. "Second-hand car pactions have unified standards, such as buying time, mileage and maintenance records, but it's hard to say that luxury goods are judging their value from the time of use or the old and new levels."

At the same time, he admitted, "the mode of moving the luxury store to the Internet is definitely not workable. We must support the service under P."

"P" is unique. Milan station has also moved from line to line, and its e-commerce platform has been running low-key for two years, but its website sales last year was less than twenty million yuan.

test water differential competition

2012 has become the watershed of the electricity supplier. The ordinary electronic business platform gradually sober up from the 2011 capital fever and turned to seek profits.

Luxury electric providers also began to abandon copying mode and seek differentiated competition.

reporter noticed a detail, in the temple library online, "brand" column and "overseas direct mail" column of goods in the phenomenon of duplication.

Among them, the source of "brand" goods is suppliers and secondhand consignments, while "overseas direct mail" comes from direct suppliers from overseas businesses.

if there is internal competition for the two, Li Rixue explained, "there will be no competition. Brand goods are more domestic and can be delivered quickly, while overseas direct mail takes ten days and a half or even longer."

however, most of the insiders and users interviewed by reporters said that besides fake goods, the high price is also an important reason why they are deterred.

reporter found that in Milan, London, Bicesteroutlet bought a BOTTEGAVENETA lady's Long Wallet priced at about 3500 yuan, but it sold more than 6000 yuan on Yintai network, Shangcheng station and other websites.

"P > a survey conducted by a foreign information agency shows that the average cost per person of luxury shopping online is 1397 yuan, which shows that the purchasing power of Chinese luxury electric business customers is very conservative compared with the offline ones.

Less than P, however, Li seems to be not worried about this. "It is not just the discount of luxury goods that can open the market, nor can we win by price.

In addition, we are targeting users who are relatively limited to luxury goods or do not care about prices.

Therefore, the temple library network did not adopt the traditional purchasing, buying and buying mode.

, he also revealed that ordinary consumers would not continue to buy luxury goods, which led to high price of luxury websites, with an average of only about 5000 yuan per unit.

At the same time, the cost of acquiring new users is also very high every time. "Although the traditional luxury line market looks very hot, it is hard for us to make several times a year growth to other e-commerce websites."

luxury electric business competitors more than /strong > /p >

Li Rixue still considers the control of supply chain the biggest challenge for future development.

according to him, the sales volume of temple Library in 2013 was about 1 billion yuan.

Compared with the trillion dollar luxury consumer market, this figure is negligible.

At present, the income of temple library 85% comes from the Commission brought by direct cooperation with distributors and brands.

There is no clear criterion for whether the 020 test of temple library network can bring more direct income. However, the cost of online and offline P is increasing.

the aforementioned Milan station insiders believe that for luxury electronic business platform, the biggest difficulty is that its cost is not as low as the outside imagination, and presents an increasing trend year by year. "As we all know, BAT three giants occupy the source of Internet 80% traffic, which is not good news for e-commerce sites."

, he also admitted that as China's opening up is becoming more and more high, consumers have access to luxury goods rather than physical stores. They can understand product information and < a href= "http://www.91se91.com/news/index_s.asp" > /a through the global Internet.

At the same time, more and more people are going abroad. Overseas market is an important position for Chinese to consume luxury goods.

"All of these make us face more intense competition, so simple offline stores or separate online websites are not enough to support the development of a luxury platform."