The First Generation Of Luxury Electric Business Collectively Fell Into The Industry As A Whole, Financing Difficulties.

38 women's Day E-commerce promotion The war is vigorous, as a female electricity supplier, luxury electric business also presents a festival rally.

But compared with other major platforms, Luxury goods The festival activities of electric providers seem to be more important than participation.

The overall low profile of luxury electric business is only a reflection of the downturn in the whole industry.

Luxury electric business or bankruptcy or transformation

From Dangdang to start the clothing business. Tmall The high-profile cooperation with fashion group yells that "Tmall is enough". With the support of the Chinese government for free trade zones and bonded policies, the business of all kinds of fashionable sea purchase websites is more smooth and smooth. This undoubtedly indicates the arrival of a great era of fashion business. It also exposes the embarrassment of luxury business operators directly.

There is no denying that the first generation of luxury electric business has been collectively occupied.

In the first batch of luxury electric providers, such as temple library, Shang pin network, Fifth Avenue, vip.com and so on, with Web terminal as the core, apart from the successful transformation of vip.com's flagship domestic brands, the closure of other failures and transformation of transformation. Few people are playing luxury signs again.

For example, Shang Ping net goes downwards and transforms light and luxurious to Topshop. More recently, layoffs have been reported. There are two media reports that "Shang pin net is once again in a layoff storm" and "two years have not yet been invested in the product line." To this end, Shang pin net issued a statement, pointing out that there are more than 450 employees in Shang pin network, not the "reduction of more than 100 people" mentioned in the report.

It also said that since the transformation in 2013, it has already been transformed into fashion and light luxury. It is no longer the traditional luxury electric supplier. "We are committed to creating the first stop of fashion luxury online shopping, and are committed to introducing the international fashion luxury brand to provide high quality online shopping and service for fashion consumers."

And once used to sell the luxuries, the temple library network is also transforming vigorously. Temple library network CEO Li Rixue said, temple library network has never positioned itself as an electric business enterprise, compared with Tmall, Jingdong and other traditional retail electricity providers, temple library network located in high-end consumer goods service platform. In the future, it is more inclined to become a service attribute company rather than a retail enterprise.

Li Rixue believes that luxury consumption is not only a traditional name list or a brand name, but also involves more subdivision channels such as luxury cars, five star hotels, restaurants, and even high-end tourism.

Shang Ping network transformation light luxury, tear up the label of luxury goods, temple library network transformation high-end consumer goods service platform, at the same time tear up the label of luxury goods and electricity supplier.

Mo Daiqing, an analyst at the China e-Business Research Center, said that the development of luxury e-business is limited. She told reporters that many luxury e-business providers in China are also transforming to the fashion business, because luxury is a niche market.

But Mo Daiqing also believes that because of domestic demand for luxury goods, the development of luxury electric business still has room for growth. But in this niche market, only a few live well.

Industry's overall financing difficulties

As for luxury goods providers, they have been tagging. Insiders told reporters that in China, the first problem faced by luxury electric providers is the problem of licensing.

According to the reporter, one of the sources of goods of a well-known luxury electric supplier is the brand agent in China. But even with the authorization from agents, most luxury brands will not be easily authorized to give electricity providers. The uncertainty of supply leads to uncertainty in the minds of consumers.

The domestic electricity supplier environment is also facing a vicious circle of low price. Online shopping groups are highly sensitive to the price of luxury goods. Luxury websites are hard to maintain a large number of customers with high loyalty.

In addition to the transformation, some luxury electric providers, such as excellent public network, have opened the store under the two or three line city. But compared with other Internet industries, most of the luxury electric providers are having a hard time.

At least for now, luxury electronics seems to be a hard way to go in China. Capital investment in this track is also rare.

Since the end of 2011, the luxury electric business industry, which has been investing again and again, has fallen into the collective collapse. From the end of 2011 to the middle of 2012, a large number of luxury electric providers have been closed down. After that, in addition to last year's new round of financing of the temple library network, luxury business sector rarely refinancing cases.

Mergers and acquisitions in the industry are repeated.

Detailed domestic fashion business platform, positioning in luxury shopping enterprises are mostly staggering. But the "good quality and cheap" Taobao has always thrived. People laugh at the fact that "people who get the cock wire get the world" become a portrayal of the domestic online shopping environment.

The particularity of China's market and consumers has frustrated the Chinese process of overseas electricity providers. YOOX and Net-a-porter, the leaders of overseas fashion business, have been in China for many years. NeimanMarcus, the US online and offline high-end department store, announced its exit in less than two years.

But the Chinese market always has strong attraction, both for entrepreneurs and for offshore companies. Even if the old luxury electric providers are seeking another way out, there will always be new generation full of hope to rush into the market.

On February 4, 2015, the Limited by Share Ltd announcement of Nanjing Xinjiekou department store revealed that it intends to jointly invest with the third shareholder group of the controlling shareholder. According to the announcement, the West West Fashion mainly sells high-end luxury goods to two or three tier cities in China, so that consumers with certain economic strength can meet their demand for luxury goods through their online purchasing. It mainly adopts two business models: self purchase and consignment.

It seems that the US West fashion, which is very popular with capital, can break the curse of luxury electric business.