International Luxury Goods Collective Electricity Supplier Alibaba Crisis

The international luxury brands have been the most disputed alternative in the background of the market downturn, and luxury brands have been plagued by fake electricity suppliers.

To achieve more smooth cooperation, we need not only innovative cooperation mode, but also a series of policies to escort us.

On the surface,

The giant and Alibaba seem to be tit for tat, and the international anti fake Alliance (IACC) is compelled by the pressure of brands to revoke Alibaba membership.

In April 13th this year, the Chinese electricity giant Alibaba announced that it joined the international anti fake Alliance (IACC), which triggered a boycott of many international luxury brands. First, the us light luxury brand Mike Coles withdrew from the international anti fake alliance to protest.

Then, luxury brand Gucci also boycotted the way out of the alliance.

Although the international anti fake alliance claims that Alibaba's accession is in line with the process specification.

But Gucci said that Gucci did not want to sit in front of a table with Alibaba on the issue of counterfeiting products, so Gucci decided to withdraw from the organization after the international anti fake alliance accepted Alibaba to become a new member.

Subsequently, the international anti fake alliance received an anonymous e-mail, asking the alliance to cancel the Alibaba membership of the organization, and said that if no cancellation, a large number of members would withdraw from the organization.

Finally, in May 14th, the group announced the cancellation of Alibaba membership on the grounds that "global brands are worried about Alibaba's commitment to counterfeiting counterfeit products".

However, other news shows that the facts do not seem to be so bad.

Luxury brands are not simply hostile to China's e-commerce platform. Recently, the Hongkong South China Morning Post reported that the development of Chinese market, luxury brands have been fighting online stores, the most recent example is that Gucci is considering this step.

Before that, Chinese electricity suppliers had already entered the luxury market, selling dozens of high-end brands such as Giorgio Armani and Fendi.

Meanwhile, the Swiss watch brand IWC has begun selling products on WeChat, the most popular social networking tool in mainland China.

Willing or not, enter the trend of the electricity supplier.

Chinese consumers who are concerned about international luxury brands are not hard to find. In recent years, more and more international luxury brands have begun to put their weight down and fight for e-commerce in the future.

As early as November 2010, Giorgio Armani announced that it would launch e-commerce channels in China, becoming the first high-end fashion brand to launch online stores in China.

The first luxury brand involving the electricity supplier and the new media and profit from it is boboley from England.

In April 2014, he successfully entered the online shopping mall of China's electric power supplier, becoming the first luxury item to open in China's B2C online store.

At the same time, Boboli has always regarded China as a strategic area, and is also increasing its cooperation with many well-known Chinese e-commerce providers in the beauty and fragrance market.

Following Boboli, more luxury brands have chosen the third party e-commerce platform. Even the French luxury brand, which once rejects Internet sales, recently announced that it is expected to launch a global electricity supplier network in September 2016 or the end of the year.

In addition, three advanced handicraft shops of the brand subsidiary will launch a separate e-commerce website by the end of this year.

Bruno Pavlovskiy, President of Chanel brand, said in an interview that "developing network sales will help smaller customers to expand their customers and businesses."

And a set of survey data will probably make many.

Confidence in entering the electricity supplier is more firm.

According to KPMG's accounting survey of more than 10 thousand mainland consumers last year, 45% of respondents said that most of their luxuries were online shopping.

They said they could rest assured that online luxury goods with a unit price of less than 4200 yuan could be paid more online than the previous year.

But is the endless "electric shock" behavior really motivated by the luxury brand's original intention?

"Luxury brands are not actively choosing to switch to electricity providers, but they are helpless."

AI media consulting CEO Zhang Yi pointed out that luxury brands to switch to electricity providers means reducing their status in disguise, using PC terminals or mobile phones to attract consumers, providing services and experience offline, reasonable changes, and online attractive prices, are more conducive to stimulate the desire of middle class consumers.

Many people in the industry believe that luxury is not only embodied in the history, design and technology of the product itself, but also in the experience and enjoyment in the shopping process.

Luxury brands have begun to adjust their global market strategies, and have turned to e-commerce providers. However, this may be because the electricity supplier can not bring store experience with "luxury" shopping experience, and they will lose a lot of high spending power and customers who need more luxury.

Fashion needs to be touched and felt. No matter how the electricity supplier flourishes, there are many online shopping experiences that can not be remedied. Online shopping will greatly weaken the brand's "luxury".

Fake goods are inseparable.

Moreover, when these international luxury brands cooperate with China's e-commerce platform, it is a little annoying that the problem of selling fake luxury goods by Chinese e-commerce platform has not been eradicated.

Mo Daiqing, an analyst with the China Electronic Commerce Research Center, said that the reason why the luxury goods fakes on the domestic e-business platform are rampant, on the one hand, the supply channels are irregular.

At present, there are three main sources of electricity supplier luxury goods: first, electricity suppliers hire foreign buyers to buy in bulk.

This channel product quality has certain guarantee, but the price is relatively high; the two is to allow qualified third party sellers to sell through the electronic business platform.

This annual payment to the electricity supplier is only required, without the need for a business license, the unsupervised sales channel has become the hardest hit area for the luxury goods market, and the three is the authorized sale of luxury brands.

However, because of the fact that luxury brands have to guarantee their commodity market status and authentic ancestry, they will not easily authorize the brand to sell to e-commerce providers.

On the other hand, the identification of rights is difficult and the cost of illegal activities is low.

Brand stores often refuse to identify and inspect goods sold by unauthorized channels.

The difficulty of counterfeiting goods such as leather goods is relatively low, the cost of counterfeiting is very low, and most consumers are not familiar with the details of luxury brands, unable to authenticated the authenticity of themselves, resulting in difficulties in safeguarding rights.

At present, once the illegal business activities such as the sale of infringing goods, fake and shoddy goods are found, the industry and commerce departments can only investigate and punish such laws and regulations according to the product quality law and the trademark law. The penalties are very limited, and there is no effective disciplinary action.

In addition, consumer connivance has also encouraged the selling behavior.

At present, many consumers are influenced by foreign culture, advocating the world's top luxury brands, but they can not afford to buy expensive products. Then they tend to buy large discounts and low price luxury goods in e-commerce. This unhealthy consumer psychology encourages the luxury goods market of the electricity supplier to flourish.

At the same time, some consumers find that after buying fake goods and high imitation goods, they are embarrassed because of their face saving thoughts and rights protection costs. Most of them choose to swallow their words and spend money on buying lessons.

And the struggle between luxury brands and the fake phenomenon of electronic business platform has been going on.

As early as 2013, Louis Weedon signed a memorandum of understanding with a Chinese electric supplier and signed a memorandum of understanding with the Chinese electricity supplier. In order to avoid counterfeit Louis Weedon products in the electricity supplier, the reminder and withdrawal system was launched, but this seemed to be unsatisfactory.

China's electricity supplier has also triggered a lot of controversy, including last year's French Open Cloud group's several subsidiaries to prosecute a Chinese electricity supplier to the US court, accusing it of providing advertising and other major services to the counterfeit product sellers on the platform.

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Recently, French media reported that luxury brand Louis Weedon accused three Internet vendors of selling fake footwear and handbags. A court in Beijing has accepted the lawsuit.

According to the official news of the court, the three suspects profit from the sale of counterfeit goods from Louis Weedon from 2011 to 2014, so the definition of the defendant's trademark infringement is a serious infringement.

The key is to break the O2O closed loop.

The opposition has to cooperate. For the international luxury brands to develop the Chinese market, cooperation with China's electricity suppliers is the general trend, but the counterfeit problem also needs to be solved.

Does the real product line mean clearing up fake goods? Experts say it also needs to be considered from several aspects.

First of all, the cooperation mode between luxury brand and e-commerce platform needs innovation.

Experts say that whether the luxury brand is a self built e-commerce channel or a cooperation with the third party e-commerce platform, its key lies in breaking the O2O closed loop, mainly to resolve consumers' doubts about the supply of luxury goods on the e-commerce platform.

For example.

Recently, luxury websites have officially launched a new shopping mode with online shopping under the single line with more than 50 stores of more than 40 brands.

Consumers who purchase luxury goods through the website can purchase online, take delivery to stores on the line or deliver goods from the physical store.

This not only solves consumers' doubts about online purchase of luxury goods, but also solves the problem of insufficient passenger flow in offline stores.

At the same time, consumers purchase products through the Internet, the consignor and the after-sale party are all carried out by the physical store.

For the employees in the store, the sales performance of the customers on the service line is above the entity store staff, and also effectively solves the problem of the low enthusiasm of the entity store staff for online customer service.

In addition, experts also said that to ensure smooth cooperation between the two sides, a series of policies need to be escorted.

On the one hand, improve relevant laws and regulations.

In view of the problem of counterfeit goods existing in luxury electric business, we should formulate clear laws and regulations on luxury goods management of electric power providers, and clearly specify the standard of punishment and the compensation standard for consumers who sell goods without authorization, and let relevant departments have rules to follow.

On the other hand, to strengthen the supervision of electric power luxury business supervision.

Relevant departments should step up online inspections, resolutely investigate and punish illegal sales of unauthorized sales of luxury goods, sell fake and shoddy luxury goods, etc., and timely release them to consumers by means of television, newspapers, networks and other media, so as to investigate and deal with one thing and frighten one piece, so as to safeguard the normal order of luxury goods trading market.

At the same time, give full play to the leading role of the electricity supplier Association.

The relevant departments should take the initiative to communicate and coordinate with the electricity supplier industry associations, so as to consciously strengthen the construction of the trade associations themselves, improve the industry supervision and coordination mechanism, formulate and implement self-regulation rules, so as to give full play to the leading role of the electricity supplier Association, and promote the self regulation of the luxury goods industry.

In addition, we need to guide consumers to establish a correct sense of consumption.

We should guide consumers to establish the awareness of property rights and the consumption concept of knowing the law and law-abiding, and consciously resist the knowledge of fake purchase behavior.

Consumers should pay attention to the preservation and collection of evidence when purchasing luxury goods through the electricity supplier, including online chat dialogue records, product information, screenshots, mailing lists and commodity invoices, so as to effectively protect the legitimate rights and interests in the event of consumer disputes.