The prosperity of luxury websites is less than a year's rush.

In the 2011, with the influx of capital, luxury online sales platforms have sprung up. But the boom took less than a year to turn.

At the end of last year, NetEase's luxury internet shopping service NetEase still goods issued a notice, said since January 1, 2012 to stop the corresponding services. Coincidentally, another luxury website, "Call the Harbin Network" also recently exploded in arrears of staff wages. According to industry insiders, two companies have the cause of the problem is the capital two words.

However, in terms of money alone, the luxury industry is definitely not a bag-shy. Since 2010, the scale of financing for the luxury goods industry has exploded, and in the first half of 2011, the financing amount was more than twice times the year of 2010. By contrast, the size of the 2011 luxury net-shopping deal has grown by more than 60%. In the case of both financing and market power, why is the luxury net shopping still a cold winter scene?

Product Similarity Type Single

The first is the similarity of products, can not form a differentiated competition. Open the luxury sites, it is not difficult to find the major businesses are LV (Weibo), PRADA, Gucci (micro-bo), such as the world's first-line brand as the main, the product similarity phenomenon is very serious, leading to a business without price as a means to attract consumers. At a moment when the cost of electricity is rising, luxury sites can only be kept afloat through continued financing. Once the money runs out, it will cause a crash.

Counter-view abroad, in Saks and other luxury sites, a wide range of goods, 123 line brands lead the coquettish. Web site through a variety of positioning, to attract different levels of consumer groups. This will not only expand the customer base, but also reduce operating costs. However, the current domestic luxury online shopping is still in the initial stage, a large number of consumers are directed to the "brand" rather than the real needs of the individual. In the taste of the pressure to determine the market, the site can only choose to brand to attract customers.

Consumer buying process complicated

Second, despite the rapid growth of luxury net purchases, the share of the entire electric-business cake is still very small. Even in the relatively developed e-commerce in the United States and Europe, luxury is also one of the most late into the online business area. Because, for consumers, the attraction of online shopping is convenience rather than low price.

Sale of Old Style

The so-called convenience, is not a single point from the order to delivery of the fast. In the area of luxury goods, the need to update online products is no later than the speed of the offline sale. But on most domestic luxury sites, it's not hard to find that the items on display are more of a seasonal style, some even two or three years old. Because only these goods can get lower discounts, and to maintain the brand positioning, luxury goods giants are not willing to put the latest version online for sale. and luxury sites can get the new style of goods, there is no advantage in price. This leads again to the diversion of consumers.

After-sales service is difficult to guarantee

Those who pursue the fashion of the consumer, nature is "not bad money", of course, will not hesitate to choose the physical store to buy goods. Another unparalleled advantage of physical stores is the ability to enjoy a series of intimate follow-up services. And the network sales of luxury goods, in addition to many are over the season products, after-sales service is also difficult to guarantee. Therefore, although the domestic mainstream luxury website has nearly 20, but the number of members is not much.

Thirdly, there is a hidden danger of internet shopping because the source of the channel is opaque, the commodity is difficult to distinguish, this point even the well-known electric dealer is not clean. In the second half of last year, the industry has yet to quell the sale of fake luxury goods such as when and high net. If the leading enterprises in the industry are unable to guarantee the goods, the order of the whole industry can be seen. Luxury goods are different from daily necessities, they need to spend a lot of money to buy, for the sake of peace of mind, consumers will also tend to choose a reputable entity store.

Visible, the domestic seemingly prosperous luxury net buys the market, actually is a huge bubble.