The Pain Of Luxury Business Transformation Continues.

Goods and prices are two major problems faced by luxury electric providers. Luxury goods and electricity suppliers are like two disjoint parallel lines. Most luxury brands will not be easily authorized to give electricity providers. The uncertainty of the supply of goods results in the doubt of the authenticity of the goods in the minds of consumers.

In fact, the relationship between big brands and domestic luxury electric providers has never been "harmonious". Luxury appliances, which are mainly run by luxury goods, claim that their products can withstand the so-called "special inspection", while the major luxury brands do not support it. After the French National Police Force captured an international criminal gang specializing in the manufacture of counterfeit hermes bags, "80% the sale of goods on the Internet in the name of Hermes is a fake, which is absolutely a disgrace." The public speech of Hermes CEO Patrick Thomas in media interviews was a great uproar.

Not only Hermes, but also other luxury brands have refused to provide relevant support for products sold on unauthorized channels.

Without the support of the brand side, consumers can only rely on their own sensory judgement when purchasing luxury goods online. This also makes luxury e-business websites less comfortable.

Some analysts believe that Luxury goods The price system is being challenged by the luxury electric business. In other words, luxury electric business has moved big cheese. Under such a premise, the "authorization" of big names has become a sword in the heart of luxury goods suppliers. This also makes it difficult for the luxury electric business to be equivalent to the simple superposition of the electricity supplier and luxury goods.

Without the direct authorization of the brand side, "from overseas Agent Low price purchase, importing to China, making a website, putting it on sale "has become the core business mode of this generation of electricity suppliers. This business model is essentially" buy low and sell high ", which is the same as the commercial logic of the traditional entity store, and the difference is that the selling place is changed from a physical store to a website. "This form of course can not convince consumers, after all, the issue of electronic commerce platform selling is the problem of China's entire electricity supplier industry. In the final analysis, the problem of counterfeit goods is a problem of China's entire society." The industry insiders told the international finance daily.

Zhu Xiaoxuan believes that in today's era, every brand that wants to have better development has already realized that it has to connect with the Internet, whether it is ordinary consumer goods or luxury goods, but only on the choice of platform, the luxury brand has more concerns. "We believe that every luxury brand will embrace the Internet in the future, but they will not choose an Internet platform that is not guaranteed. Temple library is willing to spend more time to build a perfect high-end crowd service system, practicing internal strength, this is like "good horse with good saddle" reason. At present, there are many overseas brands in harmony. pawnshop set up by a temple To discuss related cooperation, we will announce this year.

However, the industry is not optimistic about the cooperation between luxury brands and the third party e-commerce platform. "Although today's luxury brands including Chanel have begun to pay attention to online sales, the first choice of these brands is to create their own official platform. Luxury goods and services are closely linked, so they do not directly authorize the third party, no brand is willing to take the lead. In the industry's view, although luxury electric providers have realized that there is no clear direction for the future without a brand authorized website, they still can not shake off the dilemma of selling or selling parallel imports. For them, the importance of marketing is more important than profit by gaining the authorization of individual brands.

But even so, the future of luxury goods providers need not be too pessimistic. "Luxury electric business will be a big trend in the future, but it is not really successful in China at present. Early domestic luxury electric providers used vertical integration, usually through agents and channel traders, and did not change the fundamental relationship with the brand. Such an electricity supplier has no source of goods, no customer loyalty and no service. " "Now, getting the luxury brand authorization is no longer the best way out," said Zhou Ting, an economist and economist at the Fortune Research Institute. Now we need to build a platform based electricity supplier: first, you need quality customers, followed by the right to speak, and the third is integration of service capabilities.