Luxury sites two months of bankruptcy three fall down

Gucci minimum 53 percent, FENDI4.2 fold, the world famous brand 10 percent-70 percent, consumers in the site selected to purchase the style after a single, and then at home waiting for door-to-door. From 2009 onwards. Luxury discount sites that sell luxury goods to "Chinese cabbage" are booming, and in just 3 years, the domestic luxury discount website was born forty or fifty. However, the success of people's "applause" has not fallen, many luxury electric dealers because of the broken capital chain to the end. Is luxury goods really not suitable for e-commerce, to step "group buying" site in the footsteps of?

Two months of failure, three homes.

Luxury sites hit Bottom

"Coach's official flagship store has completed its operating period recently, thank you for your strong support during this period." "Last week, the luxury brand coach and the first shop coach, the official flagship store, which operated with the cat, announced the closure only two months after the operation.

The official flagship store of Coach Day Cat mall was online last December 12. The company said it was opening the platform to coincide with the 70 anniversary of coach's campaign. "The platform had only set a one-month operating period. "The reason for the closure," the official explained. However, many in the industry, the coach of the official flagship store of the premature death, "There are other secrets."

"The days of this year's luxury electric dealers are not so good. "One internet source told reporters that in the past year, the luxury discount website has been developing well, but since last December, the luxury discount website seems to have suffered" Waterloo ", first was once hailed as one of the top ten luxury Web sites, the call of the HA network burst of wages, Followed by NetEase's luxury network shopping platform Shang announced the closure, and then the product Poly network hung out "about the company liquidation, suspend the relevant business announcements," a short period of two months, the closure of three luxury discount sites.

Luxury sites selling "Chinese cabbage prices" have hit

CK Watch 60 percent, Gucci women's bag 50 percent, Saint Paul men's bag 10 percent ... The first time many young white-collar workers open a luxury discount site often a burst of ecstasy inside. For those first-line brands that sell only at the top of the market and are almost never discounted, they can buy half-price here.

How much do young white-collar workers like to buy luxury goods online? "I am willing to spend one months ' salary to buy a bag that I fancy." "Ms. Chen, who works for an internet company in Hangzhou, told reporters truthfully. "Shopping malls in the luxury price is always good tens of thousands of do not discount, usually only to see the part, can not afford." Now 50 percent can be bought online, it is too cheap, and sometimes even feel that do not buy is a loss. "In Miss Chen's view, occasionally in the scope of the bear to buy a good brand of bags, even if the cost of thousands of yuan, the heart is still very satisfied."

The main push includes international first-line brands of discounted goods and two or three-wire brands of goods, the price of thousands of yuan to million, the target customer groups for young fashion white-collar, 2011, Luxury discount site with this positioning ushered in a burst of growth. According to statistics, 2011 in the first quarter of China's Luxury goods net purchase volume of 2.9 billion yuan, the second quarter amounted to 3.45 billion yuan, the expected annual turnover will exceed 16 billion yuan.

It is precisely because the market is so huge, since the 2009 China's first luxury discount website Jiapin set up, more luxury discount sites have sprung up. According to incomplete statistics, from 2009 to now, the domestic luxury discount site has increased to forty or fifty, more famous have still goods net, excellent public net, love extravagance buys, only product will, walk Xiu net wait, main commodity is price in thousands of yuan to tens of thousands of yuan of cosmetics, fashion, luggage, tie, wallet and so on. Sina, news, NetEase and Jingdong Mall also opened the relevant channel, scramble for luxury goods network to buy this cake.

Is the luxury electric dealer just a flash in the pan?

To solve the problem of sourcing

With "consumer goods + luxury consumption + E-commerce" This triple attribute, luxury discount sites are favored by capital. such as walking the network in March last year to obtain a 20 million U.S. dollar investment in the United States, the August and the U.S. and Kay Peng Hua surplus of 100 million U.S. dollars; at the beginning of 2011, Jiapin Network completed the third round of million-dollar level of financing; The reporter learned that only in the first half of 2011 to disclose the luxury net purchase company financing cases have 12, the total amount of financing amounted to 283 million U.S. dollars.

However, the short-lived, luxury electric dealers have just begun to usher in a shock period. From the second half of last year, the major capital "face", investment has become very cautious, luxury electric business industry suddenly sad pouring, the major sites become difficult.

"Luxury network shopping potential is very large, but still at the earliest stage of development, there are many hidden dangers." "China's E-commerce research Center analyst Mo Loan in an interview, said that sourcing, integrity, after-sale protection and so on are plagued by luxury electric dealers."

It is reported that some large brands to protect the interests of physical stores, almost no authorized website to sell goods, so the current domestic luxury discount sites are relying on some often go abroad to acquire resources. Supply is extremely unstable. And the source of instability caused by other results is the quality of goods can not be guaranteed, after-sales service can not keep up. "Once the quality is not guaranteed, the light luxury website will face a large loss of consumer groups risk." An industry analyst.

"If you want to maintain supply stability for a long time, the site must be with large foreign department stores or with well-known luxury brands have a cooperative relationship." "But it's very difficult to negotiate with these big names," says Mo. ”