International Big Card Wants To Borrow Electricity Supplier To Sell, Cold Winter Meets Goods Source Problem

This year's economic environment is sluggish, luxury brands have been stationed in the electricity supplier to withstand the cold winter. Following the world clothing After announcing the formal entry of Tmall to ZARA, Tmall announced its official authorization by Boss Boss. This has become an international brand after joining Burberry, ASOS, Estee Lauder, Muji and other brands. Insiders pointed out that luxury brands in the slump, has been ignored by the electricity supplier luxury. brand Authorization has been loosened; on the other hand, more third party e-commerce brands are competing with luxury brands to break through the bottleneck of supply.

　 Big card wants to borrow electricity supplier to sell cold winter.

On the eve of this year's "double 11", the international big players entered the electronic commerce platform frequently. First, in April this year, the UK's top luxury brand Burberry officially entered Tmall, followed by the British fashion brand ASOS. Recently, Zara, Muji, H&M and so on. fashion Brands have also been stationed in Tmall to join the "double 11" promotional activities.

In fact, it is not Tmall's monopoly. After the official authorization of Ferragamo in 2012, the company recently announced the official authorization of Hugo Boss. The YOOX group, the famous global online retail partner of the fashion brand, also announced that it will join hands with Armani, Bally and dolcegabbana to enter the Chinese online shopping market and set up a single brand network flagship store.

In addition, Gucci group's top shoe brands such as Sergio Rossi, Dupont and other major international brands have also built an official authorized big stamp on the source of luxury electric business in China. "Big international has long been planning for entering the domestic e-commerce platform." Temple library network responsible person said, authorized domestic mature luxury electronic business platform, easy to grasp a more comprehensive market and consumer habits and other information. Especially in this cold economic recession, began to compromise with the electricity supplier.

Recently, the US consulting firm Bain and the Italy luxury goods industry association released the latest global luxury market monitoring report. In 2014, the global personal luxury consumption growth rate will be only 2%, the lowest since 2009, and the Chinese market known as the global luxury Savior, the first negative growth of luxury goods since entering China. On the other hand, figures from the National Bureau of statistics show that in the first three quarters of the year, China's online retail sales reached 18238 billion yuan, up 49.9% over the same period last year.

　 Electricity providers compete for big brands to break the bottleneck of supply

In fact, it's not easy to let luxury goods take the initiative to join the Internet sale. To control risk, some luxury goods that have already opened official website shopping channels are not open to China. Similar brands such as Hermes, Chanel and Louis Weedon are even direct in the world. They are very well controlled in goods and have publicly stated that there is no authorized electricity supplier. But the Internet is still flooded with a large number of products of these brands, which are difficult to distinguish between true and false. This is also the cause of trust crisis and big cards unwilling to let go.

"The supply of goods has always been a bottleneck for businesses, especially luxury goods providers." Sun Yafei, CEO of luxury goods network in Fifth Avenue, said that some luxury electric providers in China did not get the big name authorization, so they could not get a truly valuable source of goods. At present, the main source of supply of electric business comes from big agents, agents and buyers living abroad. But these supply channels require that the electricity supplier must buy out the tail cargo. In addition to huge financial pressure, in case of market misjudgement, buying "rotten tail goods" will be a heavy loss. And through overseas purchasing, goods generally come from outlets, but because of the lack of regulatory system, some buyers will be shoddy, or even use super A for real.

Insiders said that the licensing of luxury brands for luxury websites will provide a new path for the development of luxury electric business in China. "The goods sold by the former dealers may have been sold the best ones. After being authorized, the choice of the source of goods is more abundant." Xiu Wen CEO Ji Wen Hong said that in terms of after-sales service, electricity providers and big brands will also give consumers better protection.

　　 Expert opinion

Luxury goods compete for the two or three line Market

The reporter understands, at present, the electronic business platform is breaking its fashion strategy, and constantly introducing the international top brand and fashion trend brand.

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. "With the help of e-commerce channels, we can expand sales coverage, because there are many remote areas in China that can't buy real Estee Lauder products." Estee Lauder brand responsible person also admitted that e-commerce is an increasingly growing channel, favored by young Chinese women.

In this regard, luxury research expert, Zhou Ting, President of the Institute of wealth and quality research, said that the layout strategy of luxury goods in China has begun to change. From the first tier cities that we stick to, we begin to expand the 234 line cities. The channel of e-commerce is undoubtedly the most effective and convenient way to reach these consumer groups.