Luxury Goods Should Be Transformed And Market Opened.

Here world clothing shoes The Xiaobian of the hat net is to introduce the transformation of the "luxury" figure of Tmall.

Respecting the network has not fallen to the road of transformation. "It's much harder to get the licensing of the brand than the transformation." 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 of the websites that previously dominated the concept of luxury electric business had to transform from a single vertical luxury electric business to the whole category of platform.

　　 Actor network transformation platform business

Earlier than the network, the network was first targeted at luxury business. 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 problem of supply is still the biggest sticking point. In 2012, the issue of fake goods on the show network was widely disclosed by the media.

According to reports, a customer from the show network. Tmall The flagship store bought a Gucci product. After finding the quality problem, it called the show network 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.

The incident led directly to Tmall's flagship store closing down.

After the reshuffle of luxury electric providers, the company began to change its strategy and adjust its focus to the whole category of shopping mall mode. Luxury products are only an independent category.

A former runway network executive said that the development of Xiu Xiu had undergone several important transformations. The blurring of strategy once led the show to the abyss. 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, the network has barely supported. Its positioning is no longer a luxury product, but a high-end female product platform, mainly selling overseas brands.

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

"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, the network is equivalent to a service provider of overseas brands or platforms, which is responsible for all matters including transportation, replacement, customer service, and the development of new user markets.

It has to be said that when Tmall electronics, 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 transformation 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.

Large platform rush to eat two or three line Market

Reporters learned that Tmall is breaking its fashion strategy, and constantly introducing the international top brand and fashion trend brand.

In April 23rd, the international big Burberry officially entered Tmall, then the British fashion 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 Estee Lauder Tmall flagship store's sales volume is close to 7 million yuan for 5 days, and its sales date is 3 million yuan on the first day of operation, which is equivalent to the sales volume of the brand's 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, told the daily economic news reporter 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 many remote areas in China that still can't buy real Estee Lauder products."

From the digital point of view, the sales of luxury electric business in China are still growing. According to the data provided by China International Electronic Commerce Research Center, the transaction 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, the 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.

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 Tmall networks, the problem is not the market capacity, but whether it has found the right business mode. Only with a clear and clear supply chain can we make it possible. Luxury electric business The industry goes further.