Why is the luxury market cold?

With the popularization of the network, more and more users will look at the net shopping, and the network shopping market is indeed because of this opportunity to achieve a larger development, and the physical store to bring a certain impact. The annual double "11", New Year's blood spell, and rapid rise in turnover, it is enough to prove the electricity market prosperity. However, with the traditional product marketing model, user experience, buying habits, the luxury market has been cloudy and uncertain, and even cold, went downhill. Throughout the market, the luxury electricity market is not accidental, but caused by multiple factors superimposed.

Authentic goods are hard to authorize and fakes are rampant.

China's luxury market is a barometer of the high-end sector, in fact, two years ago, luxury goods dealers have experienced a big shuffle, NetEase still products, Sina luxury channels, such as luxury goods dealers announced the shutdown, luxury electric dealers soon "aborted" behind, and fakes rampant, authentic difficult to obtain authorization relationship is very large. As we all know, the first line of genuine listing, sales, especially through the electric business channels, the need for factory certification authorization, which produced a certain period of time, more cumbersome, and this just for the rampant proliferation of fakes created conditions. The Electronic Commerce platform transaction, its fictitious characteristic itself cannot see, touches, enough lets the fakes double circulate, the authentic living space is continuously compressed, over time, the fakes the big line its way is not surprising.

Fierce competition, the capital chain easy to break.

Domestic luxury users, are basically high-end users, the physical store elegant environment, can touch the products, easy to compare fabrics, materials, see, touch the trading model, are not equipped with the factors of the electric business platform. As a user, who will not extravagantly, put a large amount of money into the virtual and not touch online shopping platform, because once you happen to product quality or model and the kind does not match, they will be very difficult to maintain their own rights and interests, coupled with the impact of shopping habits, many users are inclined to experience in the physical luxury shop, They enjoy the environment and services very much. In the long run, luxury electric business operating costs remain high, the delay in the return of profits, and fierce competition, in the continued burning of money, investors do not see the hope of capital withdrawal, luxury electricity market is not difficult to imagine a cold.

The new user is less and more restrained.

In the traditional electricity market, low-end online shopping, traffic and the continued increase in the number of users will bring a steady stream of income, because these products are low prices, users often do not spend too much time or mind, the next purchase, a transaction formed a short time. Compared with traditional electric dealers, the consumer group of the luxury electricity market is mainly the old users who buy new products all the year round, and to cultivate and protect the loyalty of these old users to luxury goods is the king of the luxury market.

The external environment of the market is greatly affected.

This year than in previous years, more and more people buy luxury goods, keen to shop in Hong Kong, Macao and other place, the line of many products no one, encountered the threshold of sales, so many luxury investors headache, which poses a significant threat to the market of luxury goods dealers. In addition, as the central anti-corruption continues to advance, the luxury consumption gradually cold, the luxury market consumer groups shrinking, which is a luxury electricity market, an important factor in the cold. Another factor that causes the luxury market to be cold is the absence of stock pressure, and investors may not be racking their brains about how to sell the goods as quickly as possible, which is not a good thing for the luxury electricity market.

In addition, the sale of luxury goods and traditional goods sales are very different, culture, experience, identity, etc., are important factors affecting both, and this is not simply traditional e-commerce can be solved. It is the long-term plan for the development of luxury electric market to crack the development of luxury electric business market, pay attention to the brand construction of luxury goods, and excavate the symbolic meaning and cultural construction of identity status, and promote consumer recognition and recognition of luxury brands. Therefore, do a good deal of luxury goods, to prevent the spread of fake goods is only a luxury market development, to win the trust of users and Word-of-mouth, luxury electric market can win the sustainable development of healthy. The above articles from the http://www.chuomiao.com.cn/fashion, reproduced please indicate the source of the article, thank you.