Luxury Licensing Electricity Providers Began To Relax Is Still Difficult To Subvert The Hidden Rules

With the vigorous development of China's electricity supplier industry, the international luxury brand has begun to "deregulation" on the licensing of e-commerce. Reporter recently learned from the show network, the show network has won the German luxury brand HUGO BOSS's formal authorization, this is also the third international brand authorized to China's electric business, after the show network obtained Ferragamo authorization, Tmall is Burberry's authorized object.

Luxury goods providers' "selling holiday" and "no commodity licensing" have always been the focus of consumer complaints. The electricity supplier has no authorization to sell luxury goods, which has become the industry's hidden rules. This phenomenon also directly leads to the online shopping market of luxury goods. In order to win the authorization of luxury brands, luxury electric providers have made positive efforts, but this "road to empowerment" is still very difficult.

Insiders say that Luxury goods Licensing conditions are also very harsh. Some brands require the price of online products to be consistent with the prices of offline stores. This undoubtedly weakens the competitiveness of e-commerce providers. In addition, luxury brands generally believe that e-commerce platform is difficult to display brand charm and considerate service as consumers.

Insiders pointed out that at present, the main source of supply of electric business comes from the agents, distributors and buyers living abroad. These ones here Supply channel 100% quality products are guaranteed, but electricity suppliers must be bought out.

Despite the loosening, most luxury brands are still waiting for the authorization of the electricity supplier. Many of the world's top luxury brands including Louis Vuitton, Armani, Gucci and Prada have said they have never authorized any domestic e-commerce website to carry out their products. Internet sales 。 These brands will not provide any inspection requirements for online shopping luxury goods and after-sales service, global quality assurance and other services.

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As early as last year, Amazon China and Shanghai's family (FamilyMart) convenience store CO operated and launched self collection business. After buying products from Amazon, users can go to the family convenience store to make their own payments, which can be paid online and cash in cash.

The way Alibaba cut into convenience stores is to pay. In the first half of this year, Alipay worked with convenience stores such as IKEA, Hongqi chain, and 7-11, and consumers can pay for the convenience store through Alipay. Data show that at present, Alipay has supported 2 000 convenience stores.

Recently, through the official website of the convenience store on Jingdong platform, consumers can use LBS to locate the nearest store for shopping. Jingdong will jointly launch personalized and high quality logistics services in joint convenience stores, such as "timing up", "15 minute speed up", "door-to-door experience", and "after-sales service of nearby stores". Jingdong has made use of its strong advantages in logistics to open up the "recent mile" problem that has plagued the logistics industry for a long time, so as to seize the business opportunities of community delivery.

Why do giants have a liking for convenience stores? From the characteristics of the business format, convenience stores are the closest consumers to local life, and convenience stores are also closest to consumers, and services can be delivered at any time and bear the last mile duty of the retail industry. Therefore, under the trend of online online and offline integration, this format is the most suitable for business enterprises to get involved in O2O.

Internet companies are busy in the O2O field, expanding their offline allies. However, unlike previous B2C companies who have taken part in the big business platform, the difference is that today's offline businesses, whether branded or retailers, do not refuse to cooperate with every Internet Co.

Deng Weiguang, deputy general manager of IKEA, who owns 5600 convenience stores, does not deny that the company has cooperation with Tmall, Tencent and Jingdong. As a matter of fact, the convenience store is cooperating with the three giants because the value that each enterprise can offer to the convenience store is different. These values are complementary to convenience stores.

The mode of cooperation between WeChat and convenience stores is based on social networking. Convenience stores establish social relationships with users through the functions of public numbers or service numbers provided by WeChat, through which users can serve or marketing, increase user stickiness in interaction, and gain more sales opportunities.