Luxury electric supply business into a winter _ the largest risk
In the past year, e-commerce applications can be described in the luxury goods industry burgeoned. The influx of capital from various quarters, have mushroomed in the luxury online sales platform paints a picture of prosperity. However, this winter, luxury e-commerce market is not peaceful.
Not long ago, NetEase's online shopping platform is still a luxury product that since at 0:00 on January 1, 2012 closed, this time from its launch less than one year. Coincidentally, another luxury shopping site "huha network" at the end of wages also due to difficulties encountered.
Cold does not seem to stop with the arrival of the New Year. "Will certainly usher in a luxury site closures." Luxury brands for more than one line advisory services senior vice president of Ruder Finn wise to accept the "First Financial Daily", said.
The rapid development of the capital, under the appearance of prosperity, luxury shop all the risks are becoming apparent. Origin of goods, authenticity, sustainability, capital bubble burst, the lack of professionals and management and so become the future development of luxury e-commerce problems.
Closures trend?
Open the big integrated luxury sales site, a substantial discount international brands is quite eye-catching. Cheap online shopping is luxury consumers interested in a major culprit, but the authenticity of supply has become one of the major concerns of online shopping luxury, and this site has become a luxury development of a major risk.
"Network has its convenience and price advantage, but consumers trust their supply problems, especially now that many luxury brands and luxury goods supply site, and there is no direct link has not been authorized by the brand, their source of purchase that there are problems. "clever that.
Official co-operation of international luxury brands luxury online marketplace exchange is still vice president, said Angela Kapp, told reporters: "China's luxury goods online now have a lot of counterfeit and gray market products (ie not directly from the authorized retailer brands or products), reduction of these products are usually sold without proper inventory selection and quality of service accompanied. "
As clever said, unless it is similar to the Outlets (Outlets) in the form of websites selling season products, general truly a luxury brand with authorized online sites is unlikely to have the opportunity to be discounted.
"In the long run, I do not think the model is based on the gray product development can be sustainable in the future there will be a lot of luxury sites is therefore closed." Angela Kapp further instructions.
In smart view, the sustainability of supply will lead to another collapse of luxury site appears, he learned that there are already some of the luxury brands through legal means of online shopping sites with relevant sources of communication problems.
Angela Kapp suggested that: "China's luxury brand of electric suppliers authorized to be truly committed to luxury, which means that the choice of goods, commitment to customer service, so as to make the online purchase of more land becomes an experience rather than only because of cheap price. "
Rational treatment of capital into the
On the other hand, the Chinese luxury goods market in full swing also competing to attract investors into. Research Center under the Chinese e-commerce is not fully detected, nearly 10 luxury discount domestic B2C shop access to capital investment, total investment of more than $ 500 million.
However, Beijing University of Foreign Trade Research Center Executive Director Ren Zhouting luxury noticed a lot of capital input in this market began to have a slight bubble, and excessive reliance on capital may eventually lead to collapse.
"A lot of luxury e-commerce at that price so did not dare to open in the selling price is too high, while demand and supply greater than supply, which makes the purchase costs, led to profits becoming less and less competitive to rely on capital entry, the last may collapse. luxury e-commerce to the entry of a rational treatment of capital. "Zhou Ting warned.
Therefore, luxury goods e-commerce in general should be the value of their sales from a simple transfer of demands to include the brand value-added platform, there is the advantage of convenience, plus a variety of options and high quality packaging line services.
Zhou Ting analysis, value proposition point of error is also attributed to China's current lack of luxury e-commerce professionals, she said: "not only understands the Internet and very few people understand the luxury management, restricting the future sustainable development of luxury e-commerce is the lack of talent in this area. "
It may face closures mean that the future development of this market was not much room? Angela Kapp did not think so. She said that from the experience of the United States and Europe, online marketplace of luxury is the last piece of cake, 2000, U.S. online market has been very prosperous, but still a luxury five years later began to enter the electricity business platform, this is because online Buyers must complete peace of mind to adapt and be able to purchase online. And this time, it fully demonstrates that online purchasing, the consumer, its appeal lies in the convenience channel, rather than low-priced goods.
