Domestic luxury electric dealers accelerate shuffle sina luxury goods quietly closed

Recently, there are media outlets have been large-scale layoffs and Sina luxury products are about to close the news. Since the second half of 2011, the domestic luxury electric business industry has been a row of wages and employees resigned, show network layoffs, NetEase still goods closed and other events. With a luxury electric dealers mired in the mire, the former popular luxury electric firms have no longer scenery, the entire industry in the acceleration shuffle. The lack of after-sales service, and consumer buying habits disjointed, not to get the license of the brand to supply instability, and so on, is the main reason for the luxury electric business in trouble, the future, O2O mode or to get rid of the current dilemma of the new direction.

The crisis of domestic luxury electricity dealers is frequent

2009, luxury electricity dealers began to introduce China. A large number of entrepreneurs and investors in the domestic luxury market with boundless vision, focus on the project. Domestic luxury sites immediately springing up, eight recount, the scenery of the moment no two. Two years later, the bad news ensued. The once-capital darlings quickly became a hot potato for venture capitalists.

Jiapin Network CEO Yang Peifeng before said, "in the field of luxury electric business, we are absolutely the first echelon of the first, we have one months of good tens of millions of sales." "Recently, the Jiapin network has been plagued by a huge layoffs." It is reported that the company will be the downsizing of nearly 200 people, accounting for about 1/2 of the original staff of the net.

In response, Yang Pei responded that the downsizing was a strategic adjustment aimed at optimizing management and improving human effectiveness. Cut off unnecessary personnel and related funds, pay attention to corporate profitability will be the future important direction.

At the same time, Sina luxury goods are about to close the news also spread. It is revealed that the original team members of Sina luxury products are not in the project, but to do other business. Officials have yet to respond. Reporter through the network search "Sina luxury channel" found that the final entry of the page displayed as "Sina Shang", and Sina Mall "luxury" page has been unable to land.

In addition, as early as December 2011, NetEase Shang in operation in less than a year after the shutdown. In February this year, some employees revealed that the luxury goods company website still has a mass layoff before and after the Spring festival ...

The mighty luxury goods dealers are now laying off large numbers of workers, and the industry is undergoing unprecedented trials and challenges. What happened to the luxury-goods dealers from the explosive growth of the past to the instant fall?

Supply problems into luxury goods electric business mishap

China has become the world's second largest consumer of luxury goods, but the booming demand for luxury goods has not brought significant gains to domestic luxury goods producers. The reason is simple, many international luxury brands have been stationed in China, but they do not favor the electricity business channel. These international luxury brands attach great importance to their own brand image, do not want to compete with the goods of some low-cost sellers, so that the public to the "luxury concept" to create a vague sense. Nor do they want to see the electricity business channel threatening their own price system.

Eric Consulting that the supply is difficult to protect the luxury electric business is a major mishap, a number of major brands firmly control the supply chain, luxury electricity dealers have no bargaining power, can get goods are difficult to guarantee. In addition, brand dealers strictly control the sales channels, so that the luxury electricity dealers because they can not get the brand authorization and lead to supply instability. "Embarrassed", the domestic luxury electric business can only rely on European and American purchasing channels to provide sourcing, a list often takes several months. Due to the lack of access to formal supply, the quality of goods is difficult to protect.

In fact, the consumption of luxury goods is not very sensitive to the price, which makes the price discount of luxury goods dealers on the one hand, consumers have doubts about the authenticity and quality of products, on the other hand, it will damage the image of luxury brands and brand value.

Some experts said that the luxury goods dealers and luxury goods sold out of the phenomenon, because of the current luxury audience buying habits, as well as domestic luxury goods suppliers are not guaranteed, so that consumer loyalty is lower. The person said, online under the high-end shopping malls to try to wear, walking, is a luxury user shopping experience, and this experience is a luxury electric platform can not be achieved.

New direction of O2O model or luxury electric business

The whole luxury electric business is experiencing the "cold winter" situation, the urgent need to find a suitable for the domestic market environment of luxury electric business road.

It is noteworthy that the recent "licensing, positive price" of the new business model of luxury goods is attractive. The move broke the price-only business model of luxury electric dealers, introducing a positive-price sales system into the price-oriented electric-commerce sector, as a bomb in the industry.

The move to luxury goods in the United States is no doubt the hope of the low-tide-bought goods dealers. Access to brand licensing and then for domestic consumers to provide long-term quality and protection of new products, which for the entire electrical business industry can also ensure the stability and richness of the supply, thus driving the luxury goods to enter a virtuous circle. However, the current foreign luxury brands to online shopping is still holding the wait-and-see attitude, the luxury electric dealers to obtain authorization is not easy.

O2O is the mode of combination of business and electronic commerce, or it will become the development direction of the transformation of the luxury electric business. Because this mode, not only satisfies the consumer to pay attention to the user experience the demand, through the combination of the entity and the electric business platform, also satisfies some consumer to the luxury goods price discount demand.

In June of this year, the net was also combined with Macy's, a physical department store, after it had invested 15 million of dollars in Macy's and Intel's investments. Yang Pei said that Jiapin network in addition to the world's top retailers in the market experience and service concept, more domestic fashion outlets to provide a richer choice of product space, perfect service flow and excellent shopping experience.

China's huge luxury market and the gradual improvement of the electrical and commercial environment, indicating that the temporary industry reshuffle will not hinder the pace of luxury goods dealers, I believe that after the waves will be left behind the sand. In the face of such opportunities and challenges, it is a "compulsory course" for luxury electric dealers to practise their internal strength and enhance their competitiveness.