Foreign Luxury Shopping Websites Visit China'S Online Shopping Market

Positive confrontation and online shopping market

Originally thought to rely on China's powerful consumption.

As well as the exclusive favor of the capital market, China's luxury goods business can usher in brilliant prosperity.

However, a series of related websites have been constantly exposed to the news of crisis and bankruptcy. Under the turmoil of the industry, many people have such doubts: has the cold weather of the fashion business already arrived? When people are still discussing "2012 is a scouring year for the fashion business," Net-a-porter, the internationally famous luxury online shopping mall, has announced its entry into the Chinese market.

The company, founded in 2000 by a veteran fashion magazine writer, even maintained 56% pre tax profit growth even during the financial crisis.

Net-a-porter director Mark Sebba list of internationally renowned luxury goods

Mall Net-a-porter enters China. It will be an important task for the future development of the group to enter the Chinese market in an all-round way. It plans to set up a distribution center in Hongkong in 2013, mainly serving the Asia Pacific region.

Login Net-a-porter official website found that Miumiu, GUCCI, YSL, dujibana and other major international brands are sold on the mall.

Some analysts pointed out: at present, domestic luxury goods

The biggest bottleneck is that it is difficult to identify true or false.

Luxury brands in China are reluctant to let go of online sales channels, and domestic suppliers are hard to get quality products.

Net-a-porter was founded in the United Kingdom, and the advantages of its goods are unmatched by domestic websites.

It is reported that for Chinese luxury electric providers, it is almost impossible to reach a supply agreement with the brand.

At least, so far, no electricity supplier has obtained such privileges.

Luxury websites in China rely on buyers for their establishment.

Today, the buyer's network has also become a wealth chain that can not be underestimated.

Zhou Ting, executive director of the luxury research center of University of International Business and Economics, summed up the way of buying buyers as a "gray channel".

She said that in the gray channel, besides buying buyers, buying goods from dealers is also one of the ways, and the quantity is very large.

The two "gray channels" account for almost all the supply channels of the luxury goods business.

Since 2009, luxury websites have become a good place for capital.

Within two years, Shang pin, vip.com, Xiu Xiu net, excellent public network and Fifth Avenue have been launched online and received tens of millions of dollars in wind investment.

Now, the source of goods makes the luxury electric providers in a dilemma.

The Net-a-porter channel and mature business model will bring a shuffle to China's luxury online shopping market and standardize it.

However, it is doubtful whether goods enter the domestic market and whether they can maintain their advantages in terms of tariffs.

According to AI consulting, China's luxury online shopping paction will reach 37 billion 240 million yuan in 2015.

"The Asia Pacific region is the core market of the Net-a-porter group. We are already selling goods to the customers in the region. Since 2000, we have laid a solid foundation in the Asia Pacific region," said Net-a-porter CEO Mark Mark (Mark Sebba). Like other businesses in the luxury industry, the group's performance has been greatly increased in recent years, and entering the Chinese market will be the first step in the next growth plan.

By way of entry, reduce acclimatization.

Net-a-porter is not directly airborne in China. Instead, it acquired Shouke.com, a familiar customer, and entered the Chinese market.

First of all, the familiar guest network was launched on the form of Theoutnet.cn and became the Chinese website of The Outnet.com.

Net-a-porter The Outnet mainly sells off season brand name costumes and accessories.

"Acquisition of familiar customer network platform, local operation to make fun of Chinese consumers, which effectively reduced the adverse effects of foreign luxury electric business enterprises entering the domestic market."

Many professionals have affirmed this move.

Of course, the website of familiar guest is no longer a collection of fashion online shopping fans. AdrienneMa, founder of JoyceMa, is the daughter of the famous boutique boutique.

With decades of deep ploughing in the fashion industry, familiar customers have the advantage that they can't compete in general fashion online.

It is understood that the company will open Hongkong logistics center next, so as to provide better services for consumers in the region.

As the third retail website of the company, Net-a-Porter will provide the same day arrival service for consumers in Hongkong and Hongkong and New York consumers when it is put into use in the logistics center of the company.

It will eventually be supplied to mainland China through Hongkong's logistics center.

Mark Seba, CEO of Net-a-Porter, said in a statement: "the Asia Pacific region is the core market of Net-a-Porter group.

As a multinational group, we started retail business in the region since 2000 and established a solid customer base.

Service is the core of our business, and our experience in the third logistics centers in the Asia Pacific region will enable us to move further from our goals. No matter where our customers are, we can deliver the latest fashions to him overnight.

Technology concept drives service value

Foreign luxury shopping websites are landing in China, and domestic luxury electric business will be affected. We need to improve all aspects of product display, user psychology and after-sales service.

As for the current situation of China's fashion business, Li Kailuo, an expert on economic research in China's fashion industry, said that the current shopping websites in China are almost the same.

The goods are mixed, with a large number of products and frequent promotions.

There are many international luxury brands such as LV, Burberry and Chanel. There are also second-line brands such as CK and MaxMara. There are numerous domestic brands which are familiar with or unfamiliar with, and the price is naturally different.

Scenes of mixed traffic, cluttered goods, and constantly changing discount prices are like shopping malls with large quantities and large quantities, rather than professional shopping places for fashion people.

Fashion business is not just a combination of fashion products and e-commerce.

The supply of goods is disorderly, the scope of shopping groups is small, customers' online shopping experience is not good, the promotion cost of e-commerce enterprises is high, and the prudent entry of venture capital is almost the common problem faced by all fashionable shopping websites in China, and it is also an important factor that causes the industry to enter the crisis.

For fashion business, not only the scale, supply chain, logistics, information system is the key, but it should be noted that it is different from other electric providers. The products sold by the fashionable electric business are, to a certain extent, right brain products, with a lot of perceptual components. Their consumer groups are also different from the left brain consumers. They should be divided into "fashion" as a dividing line, not only for products, but to sell fashions, sell the trend, attract new generation consumer groups with fashionable demand, pay attention to the viscosity of the core value users and the fit degree with the fashion trend, so as to have more value customers.

By way of access to China, and in the form of on-line.

What made Net-a-porter a miracle of sales? The answer is fashion magazines + shopping websites + mix up of popular designers.

The open web page is simple and clean. It is always the black and white background and the fashion models that the models are dressed in. It looks like enjoying a super beautiful fashion magazine.

Founded in June 2000, Net-a-Porter was inspired by its founder and chairman Natalie Massenet's experience in fashion magazines.

Massenet clearly put forward the magazine's presentation of e-commerce.

Net-a-Porter launches an electronic magazine every week, producing fashion blockbusters around a theme.

Beautiful models, fashionable collocation, exquisite photography, concise introduction of new products, and even a lot of filming highlights or show videos.

When the mouse stays on a dress worn by a model, the dialog box will tell you the brand of the product and then point to the link to purchase the page.

Web editors will provide consumers with the most popular fashion matching elements of the season and carefully selected cocktail parties, weddings, holidays and business talks.

A shopping website can talk with famous designers about "exclusive selling". It's not only difficult for designers to care about hundreds of clothes and how much money the website can help her, but whether you have the image of her design.

In general, shopping websites are really like shopping websites, but Net-a-Porter originally looked like a super beautiful fashion magazine. There was no other shopping website to get money, so designers hit it off with her.

With the mixture of fashion magazines and shopping websites, Net-a-Porter has attracted nearly 300 popular designers to "sell exclusively" on their website, making a sales miracle of a luxury B2C website.

In addition, Net-a-Porter also launched the "day delivery" service.

The Net-a-Porter price is high, the profit figures are large, and the orders are not large. Therefore, processing fees and freight rates are not a big problem. Net-a-Porter skillfully applied their advantages and boldly launched the "same day service". Besides London, they began to set up the "same day service center" in other countries around the world, and rapidly expand their business in the world.

For the electricity supplier, the idea innovation needs to be realized by technology, and this will drive the service value promotion.

Just as the online shopping mall's famous website is looking for opportunities to use the dynamic model and user data for intelligent recommendation, it brings the brand new online shopping experience into the fashion world.

It is reported that a well-known website hired its own photographer and model team, to take 3000 photos per day, with an unknown patent technology, decorative online shop.

The photos have two modes: static and dynamic. In dynamic pictures, models change positions and provide 360 degrees of view.

In addition, the improved well-known clothing store will use shopping data and recommend it according to user preferences and sizes.

Well known websites have begun to deploy new technologies and customized content on its fashion website MyHabit.com, but it is not yet clear when they will be able to use these technologies on well-known Web sites.

Just as eBay and famous websites are beginning to dabble in the online retailing of fashion industry, Net-a-Porter faces a lot of challenges.

As a response, Net-a-Porter has launched a new website, Outnet.com, which sells discounted and off season products. Net-a-Porter also works with blackberry and iPhone to enable consumers to shop on Net-a-Porter through these two phones to solve the urgent needs of consumers.

Now, the Net-a-porter website has made new moves. The latest online shopping features are absolutely eye opening.

As long as a customer adds a garment or a bag on his website to his shopping bag or wish list, or shares a product with a friend, there will be a note paper with the picture of the product, which will mark the price of the product and tell the location of the customer.

Then a revolving globe appeared and put the product into the shopping bag of Net-a-porter.

Compared with the simple duplication of China's luxury shopping website mode, these foreign leading fashion business operators have really made great efforts in innovating, constantly playing new tricks and attracting consumers, which is exactly the secret to keep their high profit growth.

Whether they can enter China, whether they can continue to be brilliant, but this is a good opportunity for self-examination to Chinese luxury electric providers who are in confusion.