How to solve the luxury e-commerce website

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In the article "What is a luxury", a brief introduction to the definition of luxury, there are three key words: high price, quality, non-essential. As we all know, there is a risk of online shopping, not to mention is such a valuable thing, on the site will someone buy it? The answer is yes. According to NetEase Technology report, Beijing time March 16 Morning news, following the Thursday volume Rose 7.86%, the only goods will be Friday share prices continued to soar 8.04%, the stock price to create a new record of 28.48 U.S. dollars, turnover by the daily average of 410,800 value-added 1.2 million, the market value has reached 1.441 billion U.S. dollars.

So, like only goods will these luxury E-commerce site is how to solve their own sourcing problems. After all, luxury is different from its E-commerce site of ordinary goods, want to carry out Consumer-to-consumer business model is also difficult. It is clear that consumers are looking at luxury brands, which are difficult to manage without the authorization of luxury brands.

First look at the domestic do a few of the better luxury E-commerce site is how to solve:

1, only product will

The only product will be used in the business model is "brand Discount + Limited snapping", this model not only will not impact on traditional channels, but to solve the supplier's most headache problem-to inventory. As a result, more and more brands began to cooperate with the website, the establishment of long-term cooperative relationship has more than 400 brands, and these luxury brands are more than the public is not familiar with the high-end luxury brands. In a more popular sense, the only thing that will sell is the quality of the inventory of goods in the past season.

2, Avenue Five

With the Five Avenue CEO Sun Yafi himself said, the beginning of the five avenue, sourcing from brand dealers, buy out its past season merchandise. Over the season merchandise will be discounted, online shopping can be done to 50 percent-60 percent of the price of sales, relatively located in the domestic counter, obviously, this is a cheap price. "No matter how much the brand dealer suppresses, he or he (dealer) will sell to increase the cash flow." ”

More in-depth research, luxury E-commerce site sourcing mainly from three aspects:

I. Brand AUTHORIZATION

This model should be the safest and most consumer-approved way, but luxury goods have great brand value, and luxury brands are rarely authorized to brand luxury goods dealers in order to protect their products ' brand value and brand culture. Over the past few years, more than 30 luxury brands, including Chanel and Louis Vuitton, have issued announcements declaring that there is no brand authorization for any internet site in the country. If some luxury electric dealers sell their products on their shopping sites, such as Chanel, they are usually obtained through other channels, as will be mentioned below.

Although there are very few luxury brands for their own brand image, to some formal, better reputation of the luxury electric dealer brand licensing, such as Ferragamo official authorized to go to show network sales of a full range of goods.

Second, buy the hand mode

We should all know that mainland tourists crazy to go to Hong Kong to buy milk powder thing, in fact, buying a hand model is similar to purchasing. The so-called buying hands, is responsible for the foreign sweep goods, and then get domestic sales. 30%-40% of the luxury electric dealers ' products are bought by buyers overseas. Buying a hand can be a person or a company. The domestic luxury website from the first set up, rely on buying hands to hang on. Now, the buyer's network has become a wealth chain can not be underestimated.

This is a kind of "ant move" type of purchase way. Although this approach is flexible, it has limitations. A single person to do the buying abroad to sweep goods, a limited number. Take the price is generally the retail price of more than 70 percent, the cost of online sales obviously do not have the advantage.

Purchase Stock from Distributor

In the face of a huge amount of Internet users, not all users just like new products, Price is also a very important standard, luxury E-commerce site will be made from the luxury brands of entities to purchase the "end of the tail goods", so that the use of price advantages in the online sales. But there is also a problem, the entity dealers only to their own sales of products to give after-sales service, and the purchase of similar goods from the Internet is not to provide after-sales service.

In general, the luxury brands can obtain the authorization, is a luxury e-commerce site for the long-term development of the cornerstone, and through the scalping method can only be short-term effect, a long time, will be a big trouble.

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