Catwalk network signing Ferragamo: Luxury of the electric Dealer "E" temptation

The electricity trader is difficult, the luxury electricity merchant is especially difficult, the source problem is one of the problems that puzzles the electricity merchant.

October 11, Salvatore Ferragamo, a global luxury brand from Italy, is working with the catwalk network to formally authorize the latter to set up an official authorized store. This is the first time the world's leading luxury brands authorized China's electronic business platform as an online sales partner.

"This is an important collaboration between luxury goods and E-commerce for the new business model of the future," said Chong, vice president of the University of Economics and Trade and chief advisor of the Luxury Research center. ”

In the past, China's luxury goods dealers have been plagued by shortages, only the use of purchasing methods to meet the needs of users. "The successful conclusion of this cooperation, for the development of China's luxury goods to explore a new way." "said Guiven, CEO of the catwalk network.

2010, the capital market, China's luxury goods in the field of the emergence of a group of luxury goods with the concept of electric dealers, including walking Show Network, Jiapin Network, the only product will be monk product network.

The bottleneck is immediately encountered. On the one hand, these luxury goods dealers can not get the real value of the source, on the other hand, the luxury brand emphasizes the elite culture and unique scarcity, and the traditional e-commerce of the civilian, free, open and equal characteristics of the essential difference between.

Since the beginning of this year, as the e-commerce industry has cooled, the luxury electric business has almost fallen to the freezing point. The survival of the luxury electricity dealers must think about the problem.

Former Burberry China senior vice president, now Karl Largerfeld Greater China CEO Cai said: "The electronic Business in the world more and more become a luxury brand one of the indispensable channels, the key question is how to really find the luxury brand and E-commerce integration point." ”

Cai said: "Luxury brands need to undergo decades, hundreds of years of precipitation, luxury electricity dealers need enough time, patience, carefully nurtured." ”

Ferragamo Net

Show Network and Ferragamo "authorized" cooperation, perhaps to the development of luxury goods to explore a new development road.

"The Show Network and Ferragamo cooperation, negotiate for a long time." "Guiven said in an interview," The focus of the discussion revolves around whether the line can do full price products, and the two sides through packaging, warehousing, distribution and other aspects of cooperation can establish a benchmark cooperation sample. ”

In the past, sourcing has always been an important factor restricting the development of luxury electric dealers. In order to fundamentally solve this problem, take the show network to try to save the way, with luxury brands to establish a deeper cooperation.

"After repeated deliberation, we finally decided to sell the premium products at Ferragamo's official shop in the catwalk network." "This may also be a very good business attempt," Guiven said. ”

Guiven said: "From the global trend of the rapid development of fashion dealers can be seen, low price is not the only demand for online shopping, fashion consumers and even luxury consumers increasingly diversified, online shopping can break through a lot of limitations, to provide better services." Luxury brands abroad have recognized this and are actively promoting with the electric business. ”

It is reported that, after the cooperation, take the show network commodity team to Italy Ferragamo Group headquarters completed the first batch of online merchandise orders. This batch of orders are the brand classic and 2012 autumn and winter, including shoes, bags, accessories, scarves and ties and many other categories.

In the future, in the catwalk network to buy Ferragamo products users, you can also get from the catwalk network and the brand side of the double maintenance, maintenance and other after-sales service.

The luxury of "E" difficult

According to Bain Capital's 2011 China Luxury Goods Market Research report, 55% of China's luxury consumers are between the age of 25 and ~34, while foreign luxury shoppers are mostly over 40 years of age, 15 years younger than the global average. Luxury brands naturally see their value judgments and spending habits that are vastly different from their older customers.

Luxury electric dealers can better meet the Chinese luxury consumer population of the trend of rejuvenation, but also to help luxury brands from the first-tier cities to the two or three-tier cities to ease the lack of online sales channels.

The Chinese mainland's 2011 purchases of luxury goods online amounted to 10.73 billion yuan, according to research published by the consultancy, which reached a 68.8% per cent growth rate compared with the 6.36 billion yuan in 2010.

The reporter learned that, including LV, Celine, Fendi and Dior and other brands of the largest luxury group Lvmn group is looking at the mainland electric business policy

Slightly, some regions have opened an online sales platform, the middle-end cosmetics brand benefit Imperial Concubine () had settled into the cat test water, and then withdrew.

The second largest luxury group peak group owns Jiang Poetry Denton (Vacheron Constantin), Cartier (Cartier), Montblanc (Montblanc) and other brands. Although, currently not directly for the brand to open a network sales platform, but the electrical business has always been positive affirmation attitude. 2011, the Peak group acquired the British famous luxury website Net-a-porter layout of the electric business, and Net-a-porter in March 2012 officially entered the Chinese market.

However, there is always an irreconcilable difference between luxury brands and electric dealers. Cai, who has many years of experience in luxury brands, told reporters: "Luxury brands are very taboo products and brands over exposure." ”

Luxury is not to meet the rigid needs of people, more embodies a culture, spiritual consumption value orientation, has a very high value-added. However, traditional electric dealers are generally to take large-scale sales, in order to cover more and broader target groups for the purpose of the pursuit of volume sales.

Prior to this, based on the traditional E-commerce sales concept, still goods network for the representative of the "Membership invitation", "Special Sale" and Fifth Avenue perennial to "genuine discount" shopping mall attract customers. Their development is not satisfactory.

Luxury brands cannot be traded at low prices for size and niche groups. "There is a huge gap between how to get luxury brands to learn more about the Internet and how to let Internet people understand more about luxury brands." "Cai said.

In addition, for the vast number of consumers, in the E-commerce platform, it is difficult to intuitively feel the unique charm of the product, as well as business thoughtful, intimate service. This will also test the development of luxury electric business important link.

Luxury dealers need to build a truly brand-specific operating design team, logistics distribution, and service system according to the characteristics of luxury brands. and the establishment of this team, not overnight.

However, Cai also said: "In the E-commerce platform, consumers can enjoy the offline effect of the difficult to achieve." For example, a cooler, more dazzling product demo, with data mining methods, a deeper understanding of user needs. ”

Temptation and challenge

At present, the show network luxury business accounted for the overall turnover of 30%. In fact, in addition to catwalk network, there are also more third-party electrical goods in competition and luxury brands to cooperate.

Shang Network August 2012 split special selling business for Shang OLE Online, brewing new business model. The 4 founders of the Charm Hui, founded in Shanghai in 2010, were French. Through glamour, Manmago Group will launch E-commerce sites by the end of 2012.

"With the further standardization and health of the luxury shopping market, the cooperation between luxury goods and Third-party electric dealers is a major trend in the future." "Guiven said.

But there have been a lot of "turmoil" in the cooperation between luxury goods and electricity dealers.

In early March this year, Swarovski claimed that the company does not currently authorize any internet sales of Swarovski products in the Chinese region. In June 2012, Hermes CEO said that 80% of the goods sold on the internet in Hermès's name were fakes. In August 2012, Cartier sued Wal-Mart's "Shop 1th" in Shanghai's Pudong court for infringing trademarks and unfair competition.

Channel confusion, the lack of integrity, so that the brand as a life of luxury goods to the electric business still have scruples about the heart. Chong said: "The future of Fashion electric power company will have a deeper shuffle, only really can provide better service, better reputation of the site to get the luxury brand authorization." At the same time, open licensing is a major trend, and only the formal authorized fashion dealers can survive in the shuffle. ”

Guiven told reporters: "This year, the catwalk has cut off about 30% of the brand, control the pace of growth, clear profit schedule." "In the last year, the concept of the electrical business of the cold, fashion dealers also strive to move from the speed and scale of the extensive competition to achieve change, more profound reflection of their own advantages and positioning."

But how to do well the bridge between the brand and consumers is still a serious challenge. A week after Ferragamo's official authorized store on the catwalk, consumer complaints continued. The most intuitive feeling of consumers is: "Too few goods." "In addition, many consumers said:" There is too slow delivery, and "packaging is not fine" and so on.

The close combination of luxury goods and electronic commerce, it is clear that there will still be a long way to improve the road to go.

In fact, in the past two years, the development of "luxury electricity dealers" looks promising and there are many difficulties in reality. With a grassroots spirit, the emphasis on free, open, and equal internet and luxury brands of the mysterious, high-end elite culture has a certain conflict.