Electric dealer cry: "Sell authentic really don't make money"

On the one hand, the site is actively combined with world-renowned cosmetics brands in China to fight counterfeit, on the other hand is the net exposure to fake products, the news of the consumers suffer from the bitter to swallow. China's current cosmetics online shopping market is in a mixed awkward period, the electric business platform is becoming cosmetics and luxury goods such as fake, Ill-made new gathering place.

In the brutal market competition, the industry war is happening every day. Data show that 2011 China's cosmetics market sales reached hundreds of billions, to 2015 China's cosmetics market capacity will exceed 200 billion yuan. At present, the domestic Taobao cosmetics business has reached 280,000, but the annual operating water in more than 300,000 yuan is only 8,000, 1 million yuan and 10 million yuan more scarce, respectively, 2000 and 136, that is, 270,000 cosmetics shop has become "cannon fodder", are operating in a void.

And in many fake goods, cosmetics and leather goods have become the hardest hit of fakes, one for both popular goods, high standards of standardization, and secondly, the volume of goods to profit a large space. Most of the B2B2C and business operators, in essence, is still crowding out the same channel, that is, in the formation of channels before the monopoly of the upstream brand manufacturers to form bargaining power.

One side is the consumer Senqui, while the business people are cry. In their view, fake imports have huge profits, but the policy risk is not small, the mainstream does not make money, only a single digit of the gross margin, the relatively high private brand, but relatively slow development. Everything is "forced helpless."

But does this mean that we can use the phrase "industry unspoken rules" to eliminate the responsibility?

Several electrical business people to the reporter revealed a fact: selling authentic really do not make money! The more famous the lower the profit, if all sell authentic, then the margin is only 20%, can not survive. Beauty makeup and luxury goods to the higher import tariffs, resulting in China's counters licensed and the country of origin products prices have 30%~50% price difference. Consumer psychology is cheap to buy authentic, for the first-line big-name, low-cost and authentic itself is contradictory.

When the site sales gradually climbed, in order to attract traffic, the electric dealers have to lower than the counter licensed 40%-60% of the price of selling the first-line brand products, and Fujian, Guangzhou and Jiangsu and other place a large number of fake supplies factory also emerged.

In fact, the Chinese electric business environment is bad, the antidote is difficult to find. It is not sustainable for electric business enterprises to sell big-name products on low prices. High-cost procurement to sell at a low price, the model of the loss of flow can not be sustained. In addition, the future legal risks of purchasing fakes and parallel imports should not be underestimated.

However, how to purchase a bargaining power, how to get rid of the "low price adulteration selling" model depends on the industry itself to cultivate positive energy.