Chinese and foreign luxury goods price is leveled, the outlet of the luxury electric business is where

Recently, Chanel, the international line of luxury brands, announced a 20% drop in Chinese stores and a 20% per cent increase in European counter prices on April 8, narrowing the price gap to around 5%. This makes many of the original rely on earning a living by the luxury electric dealers unprepared, had to cut prices to deal with. However, the price of Chanel may be only the beginning, the future may be more luxury goods in China and foreign prices are leveled, then, the way of luxury goods dealers?

Reaction: Immediately follow the price reduction

The front foot Chanel Chinese store big price, hind foot luxury electricity Shang net on the official website hangs out: "The Chanel whole bag straight." "Reporter contrast, chanel CF classic black bag bag, Temple net original price 31111 yuan, the current rate is 27370 yuan, the price is 12%." Temple Library brand Market Center Director Zhu Xiaoxuan said, temple net Chanel price originally than the domestic market price is lower 10%-20%, the further reduction of 10%-30%, some of the commodity prices have been lower than Europe.

Coincidentally, walk show net on the platform of the Chanel package prices have also been adjusted, such as the 2014 autumn and winter new boy Chanel series of apricot color Diamond Decorative Medium Boston Pack, the market reference price of 47600 yuan, walk show price of 38300 yuan, the next single can enjoy 90 percent. The five avenue Luxury network also adjusts the price of Chanel bags, which is about 10% cheaper than the current domestic counter price.

Show Network CEO Guiven said: "Chanel to comb the prices of various markets, narrowing the price gap between the various markets, is a new dynamic of luxury brands." "Sun Yafi, founder and CEO of Five Avenue, also believes that this is a signal of the return of luxury goods, which may start to rebound in mainland luxury goods."

Countermeasures: Expand category to seek exclusive

In fact, for luxury goods at home and abroad, the trend of narrowing the price gap, the domestic luxury electricity dealers have expected. Many of the price of luxury goods on the platform is cheaper than the counter, walk Xiu net related Personage said to the reporter, its platform has many global same price commodity, is the company's overseas subsidiary directly from the international supplier, to the European retail price 60 percent-70 percent purchases, the bulk transportation enters the clearance, even if adds the freight and the tariff, The final site sales price is still lower than the domestic counter at least 30%, and overseas retail prices, or even lower. Catwalk network from the international supplier of the Service Commission, rather than from the luxury goods at home and abroad to obtain income, the average gross margin of 20%-40%.

In addition, luxury electric dealers also enrich their own category, to build their own moat. 5 years ago, the Italian brand Ferragamo Ferragamo, after the exclusive agent, walking network from the luxury electric dealers, now the rapid category expansion, but also won the British local jewelry brand Orchira exclusive authorization, the brand even in Taobao can not search. Company-related people Reporter: "can row number of the first line of luxury brands are more than 10, walking show net top-tier luxury goods category accounted for only 30%, the remaining 70% of the goods are in high-end light luxury brand, including a number of niche designer brand." "In 2014, the catwalk network set up a subsidiary in London and signed an exclusive supply agreement with a number of British brands."

Luxury electricity dealers, a part of China's cross-border electricity business, are now starting to sell a variety of daily necessities.

Compared to the low frequency of luxury goods, consumer goods, daily necessities Cross-border sales have developed rapidly since last year. Day Cat International, Ocean Dock, Honey Bud, NetEase Kaulahai Purchase, on-line on-line, financing financing. A person in the industry said: "After all, to buy a tens of thousands of-piece Chanel bag on the cross-border electric dealer website, one or two times a year, but the daily necessities, mother and child supplies or clothing, but are high frequency of the purchase behavior." ”

In the cross-border electrical business of the Sea Amoy category, milk powder, urine is not wet, skin care beauty makeup, food health care products are sales "big head." NetEase under the public testing of the Cross-border electric platform Kaulahai purchase, belong to the bulk procurement, all goods are labeled "wholesale price": We are based on overseas wholesale prices for sales, in the domestic sales of meager profit. ”

Reporter observation

Purchase fate: By the electric dealer amnesty into buying hands

Luxury domestic prices, stimulating not only the big electric dealers, but also those who engage in purchasing small micro-business. White collar, because of the perennial travel abroad, around the friends often need to purchase, just simply part-time to start the overseas purchasing business, last year to a trip to France to give friends with 3 LV bag, each package (after tax refund) price in more than 9,000 yuan, 3 packets in total nearly 30,000 yuan. "Only to purchase luxury goods, high unit price, a certain proportion of the purchase fee, a trip to the country can make a few pennies, or quite good." However, this year, Xiao Tao broke the idea, because she also began to buy overseas goods on the cross-border electricity network.

"Luxury purchase business, more money is the price difference, or charge 10% different purchasing fees, the future trend is similar to the brand of Chanel at home and abroad price difference of not more than 5%, therefore, personal luxury purchasing profit space has been basically non-existent." "A person in the industry told reporters that the personal purchase of the time has passed, which the personal purchasing experts, the future may be the electric business" amnesty "become a buyer.

Mushroom Street, for example, has recruited 15 buyers worldwide this year, most of which are foreign students or Chinese working abroad, directly to the Mushroom Street open shop. These people are not aiming at pure luxuries, but more high quality daily necessities, such as the Marvis of Italy, which is believed to be the love of the toothpaste, and the rose eye drops beauty eye. Mushroom Street related people told reporters, these overseas buyers are socialized to buy hands, now in Mushroom Street open shop is free, Mushroom Street as a platform will not charge any fees. Each buyer will establish a personal brand of buying hands by digging out local goods. such as Rose eye liquid buy hand "spicy Mother Geng", she claimed to be an ordinary mother, has lived in Japan for 10 years. "The value of buying a hand is to be able to tap foreign goods, which may not sell much at home, but it is likely to become a ' bust ' by recommending them to domestic users." ”