True and false luxury, online everywhere on the rights

Absrtact: Gorgeous brand, low price, all let a person heart, but you really calm down after also unavoidably absorb a cold breath: this is still luxury? After decades of painstaking work, the global search for the best raw materials, the best designers and artisans of the works, can sell such a low price?

As consumers of online shopping, today's white-collar workers have become the monthly wages are white-collar workers, the income is seriously not proportional to the office, unable to bear the original luxury of the huge expenditure, and at this time the network shopping for ordinary people have long been the desire for luxury to open the door, and in the industrialized era, this form of further development, There have been countless luxury websites offering services to meet the Chinese's gorgeous needs.

But open these websites, gorgeous brand, low price, all let a person heartbeat, but you really calm down after also unavoidably absorb a cold breath: this is still luxury? For decades, the world's best raw materials, the top designers and craftsmen of the works, can sell such a low price? So the authenticity of the luxury website becomes one of the most gripping problems.

Walking in today's city streets of China, look at the international brand. LV has already become the street standard, and Armani,prada even some unknown independent designer brand will be spread over many ordinary people's body, bags, shoes and hats, underwear, look carefully, can always surprise you. But after seeing it, it always makes people wonder, is it true? What kind of Amoy? What net?

A luxury that is hard to distinguish

Luxury net shopping is a two-year e-commerce in the very hot vertical aspect, once caused a very strong investment storm, but a hot after the rapid winter ushered in. This is mainly the concept of luxury and online shopping after the collision between the two concepts of the credibility of the problem caused by the trust crisis.

Consumers in the luxury network to buy the rights and interests is difficult to protect, unscrupulous businesses in the damage to consumers ' rights and interests, but also bring the industry crisis of luxury websites. Shang Network burst layoffs news, the network and even web pages are also victims of rights and interests of the staff black, luxury sites even in the company's internal integrity has become a problem, not to mention its in the process of trading with consumers, not to mention its real guarantee for the purchase channel. Even Beijing east, when such a comprehensive electric dealer also in the sale of luxury goods to attract a trust crisis. And how to protect the rights and interests of consumers is a matter of concern.

Mr. Zhang bought Burberry London perfume in Jingdong, cheaper than the counter half of the price, but after the heart is more and more not practical, after all, although cheaper hundreds of, but still spend hundreds of of dollars, only the real brand perfume to ensure that their own hundreds of of the value of the money, a small number of hundreds of to save the truth. But ask the counter but learned, and can not provide identification, after the conversation found that most of the counters are not willing to add trouble because of identification. Many companies also prohibit the counter shop staff to the consumer to bring the product identification, at most give a friendship hint.

As consumers, the first thing to be sure is to buy the authenticity of luxury goods online, but it is the most basic point, in the net after the purchase of luxury, it is difficult to get.

The 64th article of the Civil Procedure Law stipulates: "A person has the responsibility to provide evidence for his claim." "That is, we usually familiar with the" who advocates, who the evidence, which for the professional consumers is a powerful killer. Consumers who can buy luxury goods online, very few will be from childhood in the environment of luxury to grow up in the master, but not professionals, it is difficult to have a professional vision and means to their own questioning to provide a strong proof, to pass the strength of the product is difficult to prove fake and shoddy, the face of suspicious purchases really helpless.

For the luxury of online shopping, some counters staff can only show the security logo, so that consumers to compare, to judge true or false, but the written identification document is difficult to provide. Prada even says brands worldwide do not provide identification.

Many luxury goods companies do not have the department to identify the authenticity of the goods and issued a certificate of identification functions, but some of the official Watch repair center is able to see the authenticity of the goods. Staff may say "the table has some problems, can not be repaired", but will not be said to be "false watch", but will not issue a testimonial. After all, brand companies are not obligated to take responsibility for the goods they buy in informal channels, and today's counterfeit technology is so high that not ordinary staff can determine. and issued by the legal proof of a series of follow-up legal issues, but also the counter is not willing to face.

The problem is that, first of all, the purchase of products on the website, the so-called support counter verification became empty, because the verification itself does not exist, secondly, because the counter is basically difficult to provide written certification, so even if found to be fakes, consumers can not directly through legal procedures to protect their rights and interests. For example, before the high net of fake day shuttle table case, are in the media repeatedly pushed, the site will have to recognize the sale of false facts, and make compensation commitments.

According to Marx's theory, many people in China today have enough economic base to pursue enough superstructure, the arty are everywhere, and the collection has become a lot of people chasing fame and profit effective means. The pursuit of antiques and contemporary art has led to rising prices, the source of counterfeit counterfeiting. And the treasure is now a hot show. For the identification of antiques, there is already a complete system structure and professional department in China, the same situation also exists in the collection of red wine, wine sommelier become a hot job, in the senior Club for people to provide important services.

And for luxury goods, it seems that there is no such high value than antiques, compared to red wine, universal face will be more extensive, professional is not so strong, so the identification of luxury goods has become a huge gap, which also brought the counterfeiters the opportunity to get rich.

The value of luxury goods, originally more embodied in the service and brand history of cohesion, the former in the online shopping difficult to achieve, the latter is illusory, it is difficult to ponder. After all, many of today's luxuries have already begun to be made in China, and the wisdom of Chinese imitation today is a manifestation of the ability to astonish the world. This makes many consumers can not but worry.

Many luxury sites, such as the only product network is also concerned about this, played a counter test can be the trump card, hope to dispel the concerns of consumers, and this sign has indeed given a lot of consumer reassurance, so dare to tens of thousands of thousands of on the internet to spend a lot of money to buy things.

However, if the Industry and Commerce Department for testing, can only be identified with the material, down content, cotton or not, no problem, there are problems can protect the rights, but in the material in full compliance with the commitment of the situation, the brand authenticity of the business sector is difficult to achieve protection. This also requires the official identification of the brand itself.

But for the identification of the counter, most of the luxury goods counter can not provide a legal process of identification, agreed to give an oral appraisal is not easy, as for the written proof is simply impossible. Most counters indicate that they cannot be identified.

On the Internet everywhere on safeguarding rights

Recently because of pregnancy at home to rest white-collar small f in the treasures of the internet nervously bought Burberry's purse. No matter the brand or the style, the small f all expressed satisfaction, but there is still doubt, she said: "Buy luxury goods on the Internet, if the price has been similar to a goods and even lower, ridiculously low, the price itself is already questionable, and not like selling an antique to make a big family decline in the desolate story, On the one hand to satisfy each other's desire to gloat, on the one hand can explain the low price. Luxury goods are too cheap to believe that this is a real thing. And if the average expensive price, such as a thousands of-dollar list, for the need to buy luxury goods on the website of consumers, it is somewhat disturbing. "Even if there is a 7-day return guarantee, but the heart is still not very practical."

Xiao Zhang began to become accustomed to online shopping in his early years of school, but often encountered the difficult quality of protection, once bought a piece of Lang Qin, and do not say true or false, is the express urged to sign the word after the person to see their own only opened a look at the mark of the table has been broken, in the heart of the cold half, in the subsequent return of the replacement is very much a lot of trouble, Fortunately, the election of the electric dealer is a well-known website, finally returned. And such a luxury consumer if there are problems in the use of the process, most luxury goods counters have been explicitly not responsible for the maintenance of products. Even if good luck, buy a good quality protection table, but after all buy this name table, first name, table in the after, although buy is a discount, but the price is not cheap, or difficult to determine is the genuine, and became a problem. It makes people very disturbed. It's really a spending experience to buy a crime.

As consumers, although the sale of luxury goods in the purchase of a discounted price, but must not be discounted services. However, after shopping for luxury goods, the following is the inability to get the luxury goods company VIP service, even the identification of true and false can not be officially supported. The main reason is that the luxury web site can not be implemented on the commitment of consumers, in the process of purchasing luxury goods, even in the premise of the genuine, also failed to obtain a proper channel, the recognition of luxury goods companies, and resulting in the product itself is not recognized, and then caused the customer after the dilemma.

In China, as the economic analysts in many European countries envy, industry remains the most important of the country's economy, provoking the country's GDP. Chinese consumers are also more realistic about the consumption of tangible products, and for not even see the service, for the copyright, it is not so important, it will inevitably appear 300 dollars to eat meal will not feel expensive, 30 yuan to buy a book is difficult to accept, because the people who buy books how to pay attention to the book, It seems that the first concern is to get the hand of a printed paper, and do not see soaked in the efforts of the author, the same, also do not want to spend more than 10 yuan to buy a full word of the classic, and more willing to spend forty or fifty yuan to buy a piece of hardcover books from the Internet, this is a look at the front, do not look behind the performance.

This is also the case in luxury shopping. I am afraid that the most practical life is only concerned about the quality of products, cloth, workmanship, or more real, there is the pursuit of image, will choose the style, and the vanity of a little, for the clothes on a number of printed letters, but also willing to spend a sum of money. Before the advent of the Internet, such people were able to focus on the gardens and zoos, and in today's online era, such people came to Taobao and other luxury sites.

Consumer purchases of luxury goods online, the main problems faced include:

First of all, cheap sales of luxury goods are likely to be fakes. This kind of leave has been very diligent in our decades of technology, some goods and even materials, like pure handmade, even stitch technology is not lost to the real, but this rare skill is not used to develop their own national brands, but used to infringe foreign intellectual property for profit, very regrettable. At the same time, consumers think that they have saved hundreds of thousands of pieces to buy a big brand, is actually more than thousands of of thousands of dollars to buy the ordinary goods, especially not worth it.

Second, not so low-priced products may be genuine, but is the elimination of foreign brands or products, has long been off the shelf, the so-called Phoenix than chicken, has been sold in foreign cabbage prices, but to get domestic when the new product discounts. So although the sale is an authentic, but also is not the value of things, eat a great loss, the rights and interests of consumers caused damage. What's more, it is a foreign two or three-line brand, but because it is not familiar with the French or Spanish, no one knows, dare to pretend that luxury goods, and then take out the sellers cooked with the first price increase and discount, the consumer, is also very immoral performance.

Finally, even if the genuine, is the season, may be due to high prices, purchasing into a smuggling, once found, regardless of whether the buyer or sellers, are not worth the candle.

The process of shopping on the luxury website is also frightening. After all, unlike the simple Taobao shopping, even if you buy a goods, clear price, the price will not be outrageous, at most a little more expensive, get hands, as long as the style like, reasonable price, quality is passable, will feel at ease, wearing their own comfortable on the line.

The way out of luxury websites

Consumers for the purchase of luxury goods, brand authenticity and quality assurance is always entangled in the heart of the most important content, for the authenticity of luxury goods is to protect the rights of consumers the most important issue.

We can see that, in the only product online, its guarantee authentic description as: "If you are in the only goods purchased by the brand genuine existence of doubt, please immediately to the industry and commerce and other relevant statutory departments for product quality appraisal." If the results of the identification of the brand is not authentic, at the latest 90 days after the receipt of goods to the Chinese insurance company according to legal procedures to obtain the price of the goods in full compensation. ”

If the insurance company as a third party can really afford to authenticate the role of authenticity, this for online luxury web site norms role can not be belittled, insurance companies have a strong financial background and extensive network of resources to organize the authenticity of the functional departments, but in this area of the insurance market is still a blank. This is more like the insurance of art, in China more than the UK to become the second largest art market today, the art of insurance is still not or few insurance companies dare to answer, even if PICC, the Pacific (601099, shares) and China's export credit insurance company was imperial a batch of designated companies, The business remains almost blank. At this time, foreign insurance companies in this field has long been ripe, France's Fung Thai insurance has been to China's market salivating. If in the domestic luxury market, the local insurance company can be prepared early, get recognized authority status, provide meaningful insurance for the authenticity of the luxury goods, accept the website insurance, it is the consumer can also identify the door, that is great for the luxury website industry (blog, Micro bo) Yan, And for their own business is also counted Sang, collect the east corner.

In China, the most authoritative is still the government organization. If the industry and commerce departments can sidelines in this field to establish a semi-official organization, it will be easier to obtain qualifications. At the same time, the strict tax policy of China should take responsibility for the supervision of the source of the luxury net purchase. Many luxury goods companies also say that the regular channels in China sales of goods are a uniform tariff mark. But in fact it has undermined the existing stable structure of the market. And the luxury itself is not like the daily food and such as cars, home appliances, books and other relations between the people's livelihood, the sale of luxury goods is not intended to be popular among the public, this is also such as Prada will be in many foreign counters refused to sell products to the Chinese. Because China's popular purchases have damaged the rare image and status of luxury brands. In fact, once the hands of a LV bag, LV is not LV, and became a bang-wei.

Luxury goods are a cultural symbol, not food and medicine, which is not an area where government agencies need to intervene seriously. Therefore, there is a need for the emergence and functioning of civil institutions in this area. The insurance company mentioned above is a good third party choice. And for official certification, domestic brand agents can not be willing to play a role in this area of damage to their interests, which requires the luxury shopping site to play its own role, a unified standard, and in some trustworthy insurance companies under the unified standards, brand certification, and can resolutely resist fake products, Do not become the National Dental Defense group in the luxury area of the pirated.

In fact, when luxury items on the site, itself has long lost its own meaning. Because today, the definition of luxury is not just a huge cost, it's just a splurge on money, and more importantly, time sufficiency, which is what Bollen in the theory of Leisure class: "It is impossible for those who spend their outfits to have the time to engage in any cause that can advance human progress." "So when it comes to selling garments around the world, it's still time to find a tailor in London's Saville Street." Luxury is not the cost of 10,000 pounds, but there are time one months to fly there several times to the commissioning of customized suits, and a few months of waiting. The intrinsic quality of luxury goods is also embodied in this long waiting for Seiko agents. Without such a long service, the meaning of the luxury itself does not exist.

For a moment of vanity to spend their wages for a few months, in exchange for a loss of meaning of luxury, itself is not worth the gains, if it is a fake, it is really pit dad. Therefore, the official identification of luxury goods can avoid the spread of fake and shoddy goods, although it will not affect the fundamental of the livelihood of the nation, but for the purity of the market and norms, or essential.

But luxury is always a luxury, as ordinary people, there is no need for vanity, to waste their blood and sweat. Really rich if you want to get the real goods, or go to the counter bar.