Embarrassment Of Luxury Brand Without Authorization Is Difficult To Resolve

The latest statistics show that in 2014, the total volume of the global luxury goods market reached US $232 billion, of which China's global luxury goods consumption reached US $106 billion, accounting for 46% of the global luxury goods market.

The survey shows that 54% of consumers believe that the biggest disadvantage of luxury business is that they can not guarantee genuine products.

In Gan Xiaoming's view, luxury brands are not entirely against the electricity supplier, but there is a certain degree of ambivalence.

On the one hand, as online shopping trends and consumer preferences change, brands are beginning to realize that abandoning electricity providers may be abandoned by users. On the other hand, they are worried that it is difficult to control the electricity supplier, which will damage the user experience and brand.

"More brands believe that the electricity supplier is inconsistent with its brand value.

After a brief crazy expansion,

The electricity supplier is not as fast as expected, but quickly fell into decline. Some of the platforms that used to enter the market have fallen down, and the most representative one is to enjoy the network.

The luxury goods platform, which won the $10 million dollar investment on the line only a month, was highly praised and even regarded as a "black horse" in the field of professional luxury goods.

However, it failed to survive for 3 years and collapsed in May 2014.

The failure of these luxury electric providers is directly related to the insufficient supply of goods. The reason for this problem is the lack of brand authorization, which is also the most criticized defect of luxury electric providers.

"Brand can not guarantee product quality without authorization, nor can consumers be convinced that they are genuine products."

Gan Xiaoming told reporters, "those high imitation luxury goods can not be identified by ordinary consumers. Brand authorization can dispel consumers' concerns."

But changes in the global consumer market have forced big players to make adjustments.

The number of luxury market digital sales released by the Bank of Paris shows that in the Chinese market, the turnover of luxury consumers through the electricity supplier channel accounts for over 10% of the total performance.

This is not like image.

The luxury goods providers such as luxury collection network can get the brand favor.

"Big brands still rely more on comprehensive e-commerce platforms like Tmall and Amazon, which can bring them enough consumer traffic and brand promotion."

Ren Wei said.

"

It is difficult for luxury electric providers to overtake, and it is hard to break through in a short time.

Gan Xiaoming said.

Reporter survey found that at present, the domestic luxury electric business almost has not received the online sales authorization of luxury brand, but only through agent channels and purchasing agents to maintain the luxury goods source of the website, even those who claim to get the brand authorization are all two or three line light luxury brands.