Why is it that luxury electric dealers can't resist selling fake?

Just in the United States two major stock exchanges on the listing of the beautiful goods and Beijing East, has been exposed on the platform to sell luxury goods, and suspected of selling fake. The news, immediately caused a stir between the industry and consumers.

The exposure of the sale of false source, is a "祎 Peng Heng Industry" of Poly-Mei excellent products suppliers. It is reported that 祎 Peng Heng Industry is a diversified company, mainly engaged in brands include: Armani, Burberry, Dior, Hermes and other world-renowned luxury brands.

However, whether it is 祎 Peng Heng industry to provide Armani, Burberry and other luxury brands of the power of attorney, or can prove that these luxuries are "overseas purchase" products customs clearance, are its use of PS software forged. Poly and the United States and Jingdong in Beijing on July 28 to respond to the matter quickly, both sides said to Cheung Peng Heng Industry for the closing process. For the purchase of goods in the shop consumers, can be unconditional return.

In fact, the electronic business platform sold fake news in recent years, and expensive luxury goods, is precisely the hardest hit of fakes. It is doubtful why luxury electric dealers are often fakes and banned.

We may wish to start from the whole industry chain, to analyze the cause of this phenomenon. It can be said that the supply problem is the source of the sale of fake luxury goods. At present, the main channels for the purchase of luxury goods are three kinds: first, through overseas purchasing, or from distributors, factories, outlets and other channels, "sweeping goods", the quality of this channel products have certain guarantees, but the price is relatively high. The second is to allow qualified Third-party vendors to sell through the Electronic business platform. Usually, the third party sellers only pay the security deposit to the electric dealer each year, the channel itself lacks the supervision, thus becomes the online luxury goods market fakes rampant disaster-stricken areas.

The third channel is the authorized sale of luxury brands. But in fact, the brand for the "scarcity" of the consideration will not easily authorize to the electric business, the real brand can be authorized by the Electronic business platform is minimal. Even if authorized, the electric dealer often cannot get enough volume, cannot satisfy the consumer in the purchase quantity demand.

A series of supply constraints, so that the electric platform to a large extent rely on third-party vendors to sell luxury goods, and luxury areas of high profits, but also let a lot of third-party businesses desperate.

Some people in the industry pointed out that in the brand propaganda of a large amount of investment and physical stores under the high cost of operation, a lot of luxury brand profits still reach more than 80%. It can be imagined that those high imitation goods without these brand input, the profit is even higher. For example, a genuine luggage of the retail price of 10,000 yuan, the cost of counterfeiting in 100 yuan, packaging costs 50 yuan, a variety of certification and warehousing cost 20 yuan, logistics costs 30 yuan, then its overall gross margin will reach 9800 yuan. Even if the imitation goods are sold at a price of 20 percent, the profits are still as high as 1800 yuan.

Most of the time, the electric business platform is not uninformed, but open one eye closed, disguised as the growth of the sale of fake behavior. This is because the luxury of "low-cost promotion" can gather a lot of popularity for the platform, and these luxury goods are not the electricity business platform, even if found to be fakes, the platform can also be clear relationship. To a certain extent, the Electronic business platform and the sale of small companies are "mutual use." It is not difficult to find that a large number of similar 祎 Peng Heng industry, such as small trading companies, active in the major electric platform.

In addition, some consumers "know fake buy fake" mentality, but also promote the sale of false behavior repeatedly banned. An electric business big guy once said, the whole society fakes rampant, how to let the electric commerce platform be immune? In fact, many consumers advocate the world's top luxury brands, but also because the purse can not afford to buy the price of expensive authentic, so they turned to the electricity business channel discount, low prices of luxury goods. That mentality has led to an increasingly prosperous luxury market for electricity dealers. And some consumers found in the purchase of fake, and due to face, do not want to actively defend the rights. This negative attitude has greatly encouraged the online luxury business to continue the illegal sale of holiday.

On this basis, the illegal cost of online selling is relatively low, which is also one of the reasons for the fake phenomenon. At present, for the vast majority of unlicensed brands, through proprietary channels to sell luxury goods, there is no relevant domestic legal constraints. Once found that the sale of infringing goods, fake and shoddy goods, and other illegal business activities, the industry and Commerce departments can only be based on the "Product quality Law", "trademark law" and other laws and regulations to investigate and punish, very limited. For the third party on the platform on sale, the usual punishment of the electric Dealer website is also closed shop. As a result, there are still many businessmen desperate for profit.

This event, the United States, the equivalent of the "industry open secret" completely exposed to the public view. It should be pointed out that the fake can be off the shelf, shops can be closed, but the electric business platform for this bad reputation, will become its biggest doom.