" Luxury + Electricity Supplier " The Mode Of Questioning Has Been Pformed.

In the last century, jewelry customization is only the exclusive right of stars and aristocrats. Nowadays, advocating originality, emphasizing design and displaying self character is the label of high-end jewelry customization.

Perhaps you will find that no matter how much you try to find the jewelry of your heart, there are always some things you are not satisfied with, such as the quality of jewelry, the size and color of gemstones, and most importantly, it is not your personal exclusive.

Nowadays, China's luxury market is showing a strange situation -- the demand for online shopping is increasing, but luxury electric business is becoming more and more difficult.

China's luxury electric business started in 2008.

At that time, because luxury online shopping was still new in China, its convenient purchase characteristics were welcomed by a small number of consumers.

Luxury electric providers have a place in the domestic online shopping market and grow rapidly, forming a scale in 2010 and being sought after by the capital.

According to ChinaVenture statistics, there were 12 cases of financing disclosed by the luxury electric business in 2010, and the scale of financing reached US $108 million, far exceeding the sum of previous years.

By 2011, this trend was even more rapid. Only half a year ago, 12 cases of financing of luxury electric business were available, and the total amount of financing was $283 million, which was 2 times that of 2011, reaching the highest level in history.

Statistics from China International Electronic Commerce Research Center show that in the first half of 2012, the scale of luxury online shopping reached 13 billion 500 million yuan, 5 times that of 2009. In 2013, the scale of Chinese luxury online shopping market was 20 billion 820 million yuan, an increase of 34.8% over the same period last year.

After a brief frenzy of expansion, the luxury electric business is not as fast as expected, but rapidly falling into decline. Some of the platforms that used to enter the market have fallen down, and the most representative of them is the respected 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 collapse of these luxury business operators

Lack of supply is directly related to the problem, and the reason for this problem is the lack of brand authorization, which is also the most criticized defect of luxury electric business.

At present, luxury electric suppliers in China almost never get the online sales authorization of luxury brands. They can only maintain the luxury goods source of the website by means of agency channels and purchasing agents. Even those who claim to get the brand authorization are all two or three line light luxury brands.

In addition to the supply chain crisis, the rejection of brand to luxury electric providers also makes the price of goods on such platforms no advantage.

According to the survey, 50% of consumers believe that price is the most important reason for their luxury shopping online.

At present, the source of luxury electric business comes from the purchase of professional buyers in luxury stores around the world, as well as luxury brands' agents in China.

No matter which channel is the source of supply,

They do not have the pricing power or even the right to bargain. They can only accept the price given by the channel provider passively, and the price they sell to consumers is even higher than that of the offline stores.

The online shopping market has always been "the common people get the world". If we want to screen high-end users in online shopping users, it is absolutely a huge investment for luxury electric providers.

"At the same time, you need to consider how to improve the user's repeat purchase rate and how to firmly grasp the user."

Gan Xiaoming said, this is a long process.

According to Li Rixue, founder of temple library network, Chinese consumers have become more stringent after market cultivation, and the requirements for luxury electric providers are also more stringent.

"Consumers no longer buy a product, but pursue better services."

He said.

This change is expected in Li's school.

As a result, the temple library chose the offline experience shop mode when it first entered the field of luxury goods, until the luxury electric business started to surge in 2011, and then opened the online shopping mall to realize the dual operation mode of "Online + offline".

Including the previously called "well off" network, also took advantage of its accumulation in the luxury sector, won the eBay, South Korea Gmarket, the United States KarmaLoop three platform business, including about 50 brands or platform authorization, become a service provider of overseas e-commerce platform.

However, for these

Electricity providers, the greater opportunities lie in the fact that some big brands are beginning to change their strategic layout in China under pressure, and expand their vision from the first tier and second tier cities to the three or four tier cities.

In the future, where luxury will go, we can not predict, but if it does not pform, it will not be able to go any further. We are full of expectations for its future.

I hope it can find a bright road.