Shopping for luxury goods demand reform, the luxury electricity dealers have died down?

The rapid development of the online shopping market has made people's lives change dramatically. But it is in such a very inclusive market, but there is a subdivision of the field has always been tepid, and even a great collapse trend, which is the natural luxury as the main sales market. The luxury goods, which have always been regarded as status symbols, were quickly accepted by the consumers when they first merged into the online market, but then fell into the predicament of weak growth, low quality of service, disputes over authenticity and supply chain instability.

By contrast, the ambitious luxury-goods dealers have become silenced. The constant exposure of luxury television closures, transformation news, so that investors, consumers repeatedly chilling. While a handful of luxury goods dealers are still sticking to their teeth, they do not seem to block the collapse of the entire luxury electric business. A bizarre scene is forming-the demand for online luxury goods is getting bigger, but luxury-goods dealers are getting worse. What the hell is going on here?

A mess! Luxury electric Dealers

As early as 2008, luxury goods dealers began to rise, a large number of subversive luxury sales model of the electric dealers have been online. By 2010, began to gradually into the right track, investors also to its popular, as if it will become the next Taobao. At that time, because luxury goods online shopping is also a novelty, its convenient purchase characteristics are also welcomed by a small number of consumers. Luxury goods dealers began to have a place in the country, and quickly grow.

Only from the data, the market potential of luxury goods network is very large. According to the China International e-Commerce Research Center, the 2013 luxury goods online shopping market transactions on the scale of 20.82 billion yuan, an increase of 34.8%, and 2014 year is expected to reach 27.43 billion yuan, which means that the market potential can be further excavated. Even more gratifying is that, compared with the entire luxury market, net purchase sales accounted for only 3% of total sales, and developed countries have a big gap. China has long been the biggest consumer of luxury goods, and the future of the luxury market is still bright.

But in fact, after the initial expansion of the luxury electric power companies, but gradually decline, and even began to collapse, in the popular words are "Lok Ma". In less than two years time, the product gathers the net, the Jiapin net, calls the Harbin network and so on the luxury goods electric business to locate the company to collapse. In May this year, has been very high-profile, on the line only one months to obtain tens of millions of dollars of investment in the domestic famous luxury goods power network also collapsed, completely end the site operation.

The market for luxury goods is expanding, but the professional sales of luxury goods are shrinking, most of the year is under 1 billion, and performance growth is very slow, so that the enthusiasm of investors also gradually cooled. After losing funding, some of the luxury sites were unable to operate and ended in bankruptcy. However, in recent days, the domestic luxury electric Shang has been exposed to a new round of financing has been "close to completion", the amount of financing or will reach the largest luxury goods industry in history. It seems to have injected a jolt of power into the luxury-goods business. But with the current situation of luxury market shopping, perhaps it is only a brief "thirst", if there is no suitable model to do the support, will eventually step on the other luxury goods electric dealer's posterior.

Supply Chain fault Electric quotient

The collapse of luxury goods dealers has many factors, of which the most critical is the supply problem. You know, luxury goods are a special commodity, bearing the value of much higher than ordinary goods. It is because of its particularity that its supply chain is more sensitive. Domestic luxury electric dealers from 2008 until now have not really solve the source problem, because luxury goods in order to ensure their taste and appreciation of space, the basic is limited distribution. And in order to better serve consumers, so that consumers experience the "God" feeling, are the offline entity shop sales.

Almost all luxury electric dealers do not get the luxury brand's network sales authorization, only through proxy channels, purchasing means to maintain the site's luxury goods supply. For example, the original exclusive internet can buy almost all luxury brands, but in fact, these luxury brands do not give the Prestige network authorization. In this way, it is inevitable to encounter a series of problems such as authenticity, shortage of supply and so on. Luxury goods dealers are sandwiched between luxury brands and consumers, both of which are not flattering. And the supply chain once there is a problem, ask which appliance business can continue to endure?

In addition, luxury seems to be the price "tall", but the big head of the profit is a luxury brand, if only as a seller, in fact, the profit is very low. For example, before there is a luxury brand in the online shop, but walk is the line under the Statistics of Warcraft, will not be in order to move the quantity and low price damage their own brand value. Similarly, the cost is relatively high, regardless of how the luxury goods suppliers are being addressed. This is in line with other segments of the market, the survival of the electric business model is inconsistent, the General Electric business is to depress the purchase price, increase marketing input, commodity prices below the price of the selling point to obtain consumer attention, and ultimately rely on the amount to seek profits. And the luxury electric business in the marketing of the investment is also very large, but can not take the model to ensure profits, obviously is not normal, the result of nature is no thought.

The bottomless pit where the user gets the hard money

Supply chain breakage is the most headache problem for luxury goods dealers, but there are still some factors to accelerate the collapse. Regardless of the popularity of luxury goods, luxury goods are always bought by high-end users. Online shopping market has always been a cock of the world, in order to screen users in the network to select high-end users, for luxury goods dealers is always a huge investment. Users will not find their own Internet access to luxury goods, luxury electric dealers can only start from marketing means, with huge sums of money to pave the way to attract users to enter.

Then, given the taste of high-end users, luxury-goods dealers must have a more stringent operating model than other category-dealers to increase the repeat purchase rate for high-end users. This is a long process of accumulation, in which money is the most important factor. Tens of millions of or even hundreds of billions of dollars can only support a very short period of time, the bottomless pit of money is not satisfied, the collapse of luxury electricity dealers is imminent.

The consumer group of luxury goods is very special, and can not be treated with conventional perspective. For them, price is not the determining factor in buying. What they enjoy is the services they enjoy during the purchase process and the luxury of using luxuries. Luxury electric dealers are still only to apply the operating mode of other electric operators, and can not give these high-end users a high level of service, how to capture their hearts?

There's chance to change thinking.

Broken supply chain, no large user experience, the financial chain is in jeopardy ... Luxury-goods dealers seem to have no reason to support survival. However, in another perspective, the poor change, change, it is in such a desperate situation, it is possible to really explode their ability. In order to win, the luxury electric business must change its thinking, accelerate the transformation and upgrade, and really start from the user experience.

Luxury electric dealers cannot simply think of themselves as a platform for selling luxury goods, simply as a commodity. But to strive to luxury goods in the sale, after the process of conversion into a tall service, to bring high-end users not less than the enjoyment of physical stores. More to have their own characteristics, not as now so stereotyped, to bring the user fresh feeling. If there is still no improvement, the luxury electricity dealers can only be transformed.

There are already a number of luxury goods dealers have begun to transition to a whole-category platform, has been applauded the not-so-hit catwalk network is one of them. Catwalk Network and the general category of the electrical business is also different, it uses its own accumulation in the area of luxury, to obtain ebay, Korea's largest integrated online shopping platform Gmarket, the United States, tidal power karmaloop three Taiwanese businessmen, including the 50 brands or platform licensing, Become a service solution provider for overseas electric business platform. This is a new way of getting into a confused luxury electric business. Of course, the new model of catwalk is not necessarily suitable for all luxury goods dealers. But as long as from their own advantages, we can get out of the plight of a single luxury platform to find a different future. (Science and technology new discovery Constantine/Wen) micro-credit public number: Kejxfx