Luxury Electric Business Is Experiencing The Most Severe Stage.

How to achieve transformation and get rid of the "life and death robbery" has become the most important topic for luxury electric providers.

Recently, the international luxury brand has begun to "deregulation" on the electricity supplier license, which will undoubtedly make the luxury electric supplier welcome a turning point.

Reporters recently learned that the show has been officially authorized by the German luxury brand HUGO BOSS, which is also the third international brand authorized by the Chinese electricity supplier. Prior to that, the show was authorized by Ferragamo, and Tmall was the authorized target of Burberry.

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.

"But at least we can see the hope of the luxury electric business market that will make the mess at large. Insiders say that luxury licensing conditions are very harsh. Some brands require the price of online products to be the same as those of offline stores. This undoubtedly weakens the competitiveness of e-commerce providers. In addition, luxury brands generally believe that it is difficult for e-commerce platform to show consumers' brand charisma and considerate service.

Insiders pointed out that at present, the main source of supply of electric business comes from the agents, distributors and buyers living abroad. These sources ensure 100% of the genuine products, but they 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 Chinese e-commerce website to sell their products online. These brands will not provide online shopping luxury goods inspection requirements and after-sales service, global quality assurance and other services.

However, reporters found that more luxury electric providers have gone through the barbaric development and are seeking the path of transformation: walking network is heading towards the direction of mass fashion brands, and vip.com is also playing the banner of mass consumption. Luxury goods providers no longer label themselves with luxurious labels, but put down their positions and start walking. Popularization And personalized route. The appliance manufacturers focus on the introduction of foreign two or three line brands to attract consumers.

Huang Wenjie, President of the Guangdong circulation Commerce Association, told the media that at present, Chinese consumers have not yet formed a habit of consuming luxury goods. If the electricity supplier only sells luxury goods, it will be difficult to introduce enough traffic to support operation. Therefore, the expansion of the product line to the downstream is a common phenomenon.

"And from the consumer psychology of consumption, this kind of luxury goods at low prices is in line with the price sensitive nature of consumers. If they are at the same price, they will definitely choose a low price brand." Huang Wenjie said.

In some Luxury goods Dealers seem to be very important to operate their own official stations in China. "We mainly focus on displaying brand culture and disseminate brand value, while China's purchase platform focuses on sales links. The electricity supplier is characterized by low discount and sales volume. In order to push luxury goods to the general public, we must learn to label the masses.

Zhou Xiaowen, also known as CEO, said that in foreign countries, consumers have a clear sense of brand. Ordinary luxury brands refer to cultural and historical brands after hundreds of years of accumulation.

"Domestic Consumer Brand awareness is not strong, they do not care what brand is. For example, in the United States, workers can buy Coach products. But Coach has become a luxury in China, which is mainly a business campaign to seize the Chinese people's ignorance of luxury goods and the publicity of consumers' follower mentality. On the market, such as Mercure, Shang and so on, the electricity supplier is aimed at more mature consumer groups.

Therefore, in the transformation of luxury electric business, the maturity of Chinese luxury consumer groups is also crucial. It is undeniable that "brutal consumption" in the face of imperfect sales platform will only make the luxury electric business more lonely in China.