How Can Luxury Electric Providers Usher In The Cold Winter?

A luxury business operator said, from the data point of view, it seems that the potential of luxury online shopping market is huge, but this is a misunderstanding. At present, the vertical luxury business of domestic transaction is a false proposition, all of which present a loss state. It is hard to find a way out in the future. The most essential reason is that there is no suitable mode to support it.

It is pointed out that luxury electric providers have laid the groundwork for failure in the choice of consumers. "Luxury buyers are high-end users, real high-end users do not despise online shopping and enjoy the pleasure of offline shopping." Some professionals pointed out sharply that the market of electronic commerce platform has always been the world of "cock wire". If we want to select high-end users from mass online shopping users, whether from traffic or from the promotion of operating costs and profits, investors will not follow the investment. Moreover, in the fierce competition and continuous burning, the capital chain is easily broken.

In addition, the domestic luxury electric business basically follows the Gilt mode of American luxury electric business website membership system, discount and luxury brand. But the key to Gilt's success is not feasible in China. The large stock and backlog of luxury brands in the us make Gilt easy to knock out the doors of luxury brands and make them willing to become suppliers.

"The Chinese market is just the opposite. In China, the demand for luxury goods is almost in short supply. Without the pressure of inventory, they have the initiative and no reason to become an e-commerce provider who wins at a low price. Mr. Qian, a second-hand luxury businessman, told reporters that he used to be second-hand in China. Luxury goods There will be many "collectors" to patronize, not to mention new products on the shelves. This leads to the fact that there is not enough supply of genuine goods on the luxury electric business website, and the so-called nuclear power cost of the electricity supplier is also difficult to play its role.

On this road, vip.com, which is now on the market, has suffered losses, and eventually found that the road was blocked, but it realized that the domestic low-end brands had a large inventory and backlog of goods.

At the same time, there is a market view that the new user volume and traffic become the constraints of luxury electric business. In the field of electronic commerce, traffic is king. For general merchandise, online huge traffic has become the killer of market scale. "But the core of luxury electric business is not to add users who only buy a discount item in a few years, but stick to those old customers who buy new products all the year round, and then use word of mouth marketing to attract new users who share the same purchasing power with old customers. This makes it difficult for users to achieve rapid breakthroughs.

Mr Shi said, "in my opinion, the biggest two problems of luxury electric business are the identification of genuine and fake goods, and whether the service can be followed. After all, for luxury consumers, in addition to direct purchase, they have higher requirements for after-sales service and shopping experience.

stay business It seems that many consumers value the "after-sale" very much, but the domestic electricity supplier is really short of after-sales service groups.

An electric business analyst pointed out that although China's luxury market space seems to be very large, there is a big difference between the sale of luxury goods and the sale of traditional goods: experience, identity, culture and other factors account for a relatively large proportion, which is not a good solution to traditional e-commerce. Coupled with China's anti-corruption efforts and progress in recent years and abroad Shopping The development of Hai Tao business also has a certain impact on the luxury electric business.