Local luxury electric dealers are facing a transformation dilemma

Encounter supply and mode double bottleneck

Capital cut-off, layoffs, closures, CEO was kicked out ... For two years, this scene has been on the show in the luxury electric business.

Since 2009, under the capital Chase, the emergence of luxury goods, pan-luxury electricity business boom. However, the former scenery of luxury electric dealers eventually encounter the pattern dilemma and the capital cold double attack. At present, these enterprises have been transformed: Go Show network is moving towards the "popular fashion" direction, still goods network played "positive price authorization" high-end fashion concept, and Jiapin online has changed its own to call himself a fashion famous electric dealer ... What caused the luxury electric dealer to tear off the "luxury" label?

Pattern dilemma

Big brands do not authorize, more than 90% of luxury brands in China will not authorize any electric dealers to sell their goods.

October 2012, once very eye-catching library, the final choice closed. In fact, since the second half of 2011, luxury electric dealers have shown a weakening trend. Walk Xiu Net, jiapin net, Shang net all so successively outgoing layoff news. December 2011, Luxury website "Call ha Net" founder was swept out of the door; December 31, 2011, NetEase's "NetEase still goods" declared closed.

Industry insiders said that the luxury electric business in a big potential small market situation. According to the 2011 China Luxury Network Shopping industry research report, the 2015 China luxury goods online transactions will reach 37.24 billion yuan. From the scale of luxury online shopping transactions to the scale of domestic luxury transactions, the penetration rate was 4.37% in 2011.

One side is the potential of the market, while the luxury electric business is struggling, where is the problem?

Walking Show net former vice president, is now Shenzhen Electric Shock E-commerce Co., Ltd. founder Shangxiang said, has been the luxury electronics dealers are not optimistic, the reason is that the current luxury electric dealers real external environment and conditions are immature, the user's consumption habits is still online procurement of low-cost products. Big brands do not authorize, more than 90% of luxury brands in China will not authorize any electric dealers to sell their goods.

Without the support of manufacturers, supply can not be guaranteed, without authorization, once bigger and will face the risk of the accused. The main source of luxury goods suppliers is through the dealers or their own overseas purchase of goods. Although gross margin is relatively high, but not continuous business, but a one-time trade. So at present, the market environment, the legal system environmental conditions do not have the development of luxury goods business environment.

Jiapin Network CEO Yang Peifeng told the China Business newspaper (blog, Weibo) "reporter, the current sales of high-value goods, the key is the source, because of foreign brands with more than hundreds of years of history, they will not easily choose an electric dealer in China as a partner, they are worried about how to protect their brand image." At present, most of the top brands sold in China are only sold from distributors, while Chinese luxury electric dealers must rely on high-end physical department stores to develop rapidly.

Supply predicament and market environment directly affect the feasibility of the model. Dong Shihao, managing director of Qiming Ventures, said that the model of luxury goods is not going to work in China, because it is too high-end for real rich people to move to the line. From the user's point of view, the two categories of people to buy luxury goods: one is their own consumption and pay attention to the shopping experience of the people; The number of users is not large, luxury electric dealers difficult to come out.

Transition "Fashion"

Europe and the United States two or three line brand is difficult to have a market, they are not high visibility, there is no sales.

Can international line brand authorization drive luxury goods online shopping?

If all is priced, the big question for consumers is, if the price of luxury goods is the same as that of a physical store, why should consumers buy these luxuries from the Internet? Its own offline full experience is also an important part of luxury consumption.

In this regard, e-commerce analyst Li Chengdong that: "Luxury electric dealers can sell, but the current mainstream user demand or hope to discount, the positive price is difficult to attract users, because users have been accustomed to the price of electricity dealers war." ”

In the domestic market environment is not mature, the luxury goods dealers began to rip off the "luxury" label, posted "fashion" logo, will be the consumer audience as the middle and high income people. such as walking the network from last year's "global brand flagship store" to the "popular fashion brand", only the goods will be a short period of luxury positioning, and then to the two or three line brand extension, still goods network played "focus on European and American designers and contemporary brands of the international high-end fashion products website" banner.

At the same time, Jiapin, gifted, Shang and other finished luxury goods dealers have gone abroad to seek Europe or North America's two or three-line brand, in order to be able to train a number of fashion-oriented quality of the price and not sensitive high-end fashion users.

Recently, still goods network announced 80 European and American modern brand authorization, will be the price of new quarterly sales. Shang Network CEO Zhoshi said, "Brand authorization is the biggest obstacle to the development of luxury electric business website, authorization and positive price is the outlet of luxury website." ”

For luxury electronics, the introduction of the two or three-line brand of the seasonal products are facing a problem that is the positive price, the current product high-end fashion products customer price of about 2000 yuan.

But in China, the majority of consumers keen on online shopping for fashion products are 18~35岁 young people. They are very concerned about the price, hoping to buy cheaper goods. If online stores do not offer discounts as a means of promotion, this consumer group will not be able to form a real attraction.

Shangxiang said that the transformation of the European and American two or three-line brand is difficult to have a market, they are not high visibility, there is no sales, so the market is also difficult to do.