The Trend Of Luxury Goods Is Frequently Changed.

Data show that

The market visibility of counterfeit goods is more than 6 times that of genuine products.

All these will discourage consumers who are increasingly rational and pursue quality.

Recently, a report on foreign media made it possible for China to make the report

The issue of selling fake luxury goods on the platform has again attracted attention.

French media recently reported that luxury brands

Accusing Taobao of three businesses selling fake footwear and handbags, demanding compensation of 250 thousand yuan, and called Beijing time January 11th.

A court has accepted the case.

According to the official news of the court, three suspects from 2011 to 2014 of the sale of Louis Weedon counterfeit goods on Taobao are quite thick, so the definition of the defendant's trademark infringement is a serious tort, but it does not disclose the name of the Taobao store that the three people operate.

Even though Louis Weedon signed a memorandum of understanding against Taobao and signed a memorandum of understanding with Taobao in 2013, in order to avoid counterfeit Taobao products, the system of reminders and dismantling has been launched, but this does not seem to be a big constraint on the sale of fake products on Taobao and Tmall platforms.

Ali has also caused a lot of controversy, including the last year's French Open Cloud group's several subsidiary companies to prosecute Ali to the United States Court, accusing it on the platform to sell fake products to provide advertising and other major services.

As a matter of fact, the problem of selling fake luxury goods on the electronic business platform is not just now. The electronic business platform with the existence of selling and selling behavior is not only Ali, but Jingdong, vip.com and others all have been sold out, and consumers and luxury brands themselves are increasingly paying attention to the issue of selling electricity platform, which should be related to the trend of luxury industry in recent years.

On the one hand, consumers are more and more daring to buy luxury goods online. Last year, double 11 flagship, there was an electronic business platform.

With the explosive growth of luxury online sales, the physical sales network has shrunk, especially since last year when news of luxury brands closed down the stores.

The trend of luxury consumption has gradually shifted to online. It has become a global trend. Last year, a 2015 digital luxury experience report released by McKinsey showed that as of 2014, online luxury goods sales totaled 14 billion euros, accounting for 6% of the total global luxury goods sales volume of 224 billion euros, of which 5 billion euros were increments from luxury electric providers, and it is estimated that by 2025, the proportion of global online luxury goods sales will reach 18%.

China's luxury online sales share has reached 6%, unchanged from the US.

Another survey conducted by KPMG joint glamour and Sina micro-blog showed that 45% of respondents purchased luxury goods mainly through Internet channels. For those goods with a unit price of less than 4200 yuan, respondents indicated that they could rest assured that they paid for online payments, a significant increase of 121% compared with the 1900 yuan survey in 2014.

In this way, the prospect of luxury electric business seems to be promising.

Indeed, in the first half of last year, domestic vertical luxury electric providers received large amounts of financing, and the market was once active.

However, the supply problem has always been a major obstacle to the development of luxury electric business, because the attitude of luxury brands to electric providers is still vague. Only a small number of brands have opened official authorization to domestic luxury electric providers. What's more, the current business is to sell goods through overseas purchasing, such as behalf of factories, Oteri J and other channels, or get goods through authorized distributors or agents.

There are also disputes over counterfeit goods caused by suppliers' problems.

Data from the wealth Research Institute of luxury research institute show that the market visibility of luxury goods is more than 6 times that of genuine products.

All these will discourage consumers who are increasingly rational and pursue quality.

Therefore, luxury goods providers will have a hard time in the future.