Luxury Electric Business "Life And Death Robbery"

"More than 3000 yuan of shoes, wear less than a week, there is a slight degumming. Contact the seller customer service, the other side only ensure that the repair does not return. During the national day, friends unwittingly told reporters about their experience in buying luxury online shops. "They don't even want to change their goods."

With the development of the electricity supplier industry, luxury goods have also entered the upsurge of online shopping. However, the problems still exist gradually. The encounter of a friend is not a case. In July this year, the media exposed the news that the most famous e-commerce platform in China sold luxury goods, causing concern in the industry. At the same time, many consumers revealed that luxury goods providers still had a "return hard" phenomenon. "Within 7 days, there is almost no return."

The problem of counterfeit goods flooding and returning goods has become a chronic problem of luxury electric providers, and has led them to "life and death robbery".

Why does the seemingly beautiful luxury electric business fall into such an awkward situation? Is it a gradual decline in the future of the luxury electric business, or is it possible to turn the situation around and turn the corner?

　　 Counterfeit goods overflow

Reporters found that compared with other electricity providers, these two years, domestic luxury electric business access to new financing is very few. There are indications that the domestic luxury goods business is once again cold, the industry is depressed.

In fact, luxury electric providers have had a big shuffle two years ago. In 2012, the companies such as pin Ju, Jiapin, hoha and other vertical luxury business operators were closed down, relying on NetEase's luxury platform, NetEase Shang pin, and Sina luxury channel, also announced after a short operation. In addition, according to people familiar with the matter, today's luxury goods providers such as Shang pin Wang, Fifth Avenue and Ju Shang Wang are not having a good time.

And what are the factors behind the second wave of cold wave?

"The main reason is the proliferation of counterfeit goods." An industry insider told the International Financial Daily reporter that with the rapid growth of luxury consumption, the domestic market spawned more fraudulent traders, and most of their sales channels were electronic business.

"A lot of luxury cosmetics suppliers are basically fake products." A famous South Korean cosmetics brand leader told reporters that many e-commerce providers were purchasing agents, and the logistical records were imported from abroad to the mainland. In fact, they were high imitation products from China or Korea. They were sold to consumers as a genuine product at a slightly lower price.

According to a recent report by Bain, about 60% of Chinese consumers who buy luxury goods use purchasing agents at a certain time.

According to the report of the Institute of wealth and quality, as of the first half of 2013, the transaction volume of domestic second-hand luxury goods market is about 3 billion yuan, but the annual average growth rate has reached more than 30%, far exceeding the growth rate of the first hand luxury market in the same period. At the same time, LV, Gucci, Chanel, Hermes, Prada and other brands are highly visible brands on the market.

However, as early as 2012, Hermes CEO issued a public statement saying that the 80% of Hermes products sold on the Internet was fake, which had clouded the domestic luxury electric business.

At the same time, Dangdang CEO Li Guoqing also directly warned consumers on the program of "glory blooming" of BTV. It is best not to buy luxury goods online, because fake products have become the underlying rules of luxury electronic business platform.

In this regard, Zhou Ting, President of the Institute of wealth and quality research, said that in recent two years, big brands have increased the intensity and scope of counterfeiting in the domestic market. However, taking bags as an example, some classic brands can say that the visibility of counterfeit goods is much higher than that of genuine goods, and many consumers are deeply affected by it.

Ms. Wang, a reporter who knows, has bought a large ladies' leather bag worth 4000 yuan on a luxury shopping website. After she got the hand, she noticed that the color of the bag was different from that of the counter sale, and even there were obvious flaws in the zipper interface.

When Ms. Wang contacted the website's after-sale customer service, she complained that the bag was a fake and demanded a refund. The other side asked her to issue the relevant identification. So she came to the counter with a briefcase, hoping that the counter could help her to inspect the goods and issue an appraisal certificate, but was rejected by the staff. The reason was that "the counters did not provide inspection services", and said that the items purchased by the electronic commerce platform could not be queried by relevant counters.

Around a circle, Ms. Wang bought a bag can not return, she can only bite the teeth to eat this dumb loss. "In the future, I really can't believe these electronic business platforms. They spend money on real goods, but they buy fake products." She sighed at reporters.

　　 Return goods No door

It is undeniable that behind the luxury goods suppliers who are flooded with fake commodities, the "hard return" is a serious injury to their development.

There are media reports that the new consumer law has been implemented for six months, but in practice, there are still many restrictions on online shopping "seven days without reason to return", especially luxury goods become a "big problem" for returns, and Amazon and other large e-commerce platforms have been named.

Reporters learned from consumers that the phenomenon of online shopping luxury goods is difficult to return, but the relevant legal person told reporters that such a phenomenon does not violate the new consumer law.

Reporters recently registered on a number of electronic business platform, found that most of the electricity providers have special goods can not be returned to the provisions, and these special products often include luxury goods.

For example, on the Amazon return page named by a media, the reporter noted that many kinds of goods that could not be returned were tagged, including watches and watches sold at a price above 500 yuan, and jewellery products priced at more than 300 yuan. Most of the luxury goods sold on another website can be returned, but for some special commodities, such as cosmetics, personal clothing, jewelry, gold jewelry and gifts, such as non quality problems, it is not possible to return the goods.

In addition, reporters in suning.com, shop 1, jumei.com and other domestic e-commerce sites have found that special commodities, such as luxury goods, gold, cosmetics and so on are excluded from the "seven days no reason to return."

Although consumers can enjoy the 7 day "regret right" is the provisions of the new consumer law issued in March this year, but for what goods can enjoy "regret right", the new consumer law is more cautious: it should protect consumers' right to know, and can not violate the commodity characteristics and market rules.

The relevant person in charge of the Consumer Protection Committee has said that consumers and businesses do not need to "get entangled" in which products can be refunded. The new "consumer law" has a very clear meaning, the nature is special, and consumers confirm that goods should not be returned at the time of purchase. This means that the operator should fulfill the stipulation if the consumer agrees to set up the relevant links to inform the consumers and let them confirm that some products can not be returned.

　　 Electricity providers complain

Many consumers are puzzled. "They have paid a lot of money to buy fake goods, and the electricity supplier is not responsible for the return and replacement. What is the difference between such behavior and fraud?"

In the face of consumer doubt, the electricity supplier also has a stomach of "bitter water" to fall.

An electric business insider told reporters that luxury goods prices are relatively high, electricity providers worry that products are "sub package" is an important reason.

"Before this happens, tens of thousands of dollars are sold out of the bag, resulting in a customer asking for a replacement, but a high value of several hundred yuan is sent. A leather bag " Ms. Lin, a second-hand luxury business, told reporters that "after such a few times, the basic trust between customers and stores has been destroyed. I can guarantee that the goods in my shop are genuine goods, but some people return them with other purposes." According to MS Lin, many colleagues have encountered such a situation. Finally, they felt that the terms of refusal to return were reasonable and "protect our interests".

Reporters learned that most luxury goods suppliers are unwilling to provide online shopping with 7 days or even a little longer return service. "Mainly according to the supplier's policy of return and replacement. If the supplier refuses to return, it will be difficult for the electricity supplier to undertake such losses.

China Electronic Commerce Experts at the research center believe that in order to achieve a smooth return of online shopping luxury goods, it is necessary to have a clear policy on the criteria for "unsuitable return", as well as the punishment measures for malicious returns and counterfeit goods. At the same time, it is suggested to define the liability attribution of accidental damage, and to link up the return of luxury goods suppliers.

"More importantly, for those luxury electric providers, we must conduct some management appraisal." A legal person told reporters, "the root cause of such a phenomenon is nothing but the lack of industry rules."

The most obvious problem is that many consumers are being blocked by the "identification certificate" after they have appeared defective products after shopping for luxury goods.

"Domestic identification standards are not perfect." Some experts point out that nowadays, the identification of luxury goods in China is limited to businesses, such as pawnshops or secondhand consignments, which are actually interfered by commercial interests and there are certain problems in authenticity. Because there is no special department management, there is a lack of third party authoritative appraisal institutions and qualified professional appraisers, while the identification results of the folk luxury appraisers are not legal, and can only be used as auxiliary evidence.

There was a media call on LV400's official customer service phone, claiming that it was suspected that the bag was fake, and there was a problem identified by professionals. But the other side said that LV did not provide this service, and the third party's appraisal results were not accepted.

Therefore, there are businessmen calling for luxury goods to be rich, and many brands are still expanding their products to occupy a larger market share. It is very difficult for government departments to introduce relevant policies on luxury goods in the short term. Because many manufacturing standards for luxury goods come from abroad, it is unrealistic to use domestic standards to identify international standards.

A professional engaged in luxury appraisal said that domestic consumers are much smarter than in previous years, and there will be basic judgments about some problematic products. At this point, professionals need to be judged and analyzed from a professional perspective. "In China, even professions such as professional appraisers do not exist. How can we ensure the healthy development of the luxury goods industry?"