Lei four questions and the era of light extravagance

Limited by the internal and external environment, from the year before last, China's luxury electricity business ushered in a cold wave, the network closes, the product gathers the network because the capital chain breaks and stops the operation, the cool net CEO leaves, walks the network to be handed down the job, Sina's Sina luxury channel management condition has also been turned off the state ... Financial chain changes, layoffs, high-level changes, such as bad news pouring, shaken people doubt: luxury goods and China's electrical business insulation?

But more than a year later, insisted on the luxury goods on the website of some people posted good news, still goods net today, its 3 anniversary "Shang 520" activities on line only three hours of sales that breakthrough 10 million yuan, the same size of the line under the same scale fashion boutique 10 days total sales. Although the early morning, but the activity only 15 minutes on line sales reached 2 million yuan, less than three hours to break the 10 million Yuan mark, the customer unit price rose three times times to 4500 yuan.

Shang Network is really a good situation, but also need to be carefully identified outside, but still goods network of luxury goods operators and understanding, but can become the observation of China's recent luxury electricity business case. Because the same is the three anniversary around, still product network CEO Zhoshi wrote a long microblog, get more than 4,000 industry forwarding, the title is "luxury electric dealer, still very good".

This article has a taste for the industry, but at the same time also provides a lot of valuable points of view, in which the impression is more profound is that he mentioned 3 years ago at the beginning of the venture, call to Lei for advice, Lei put forward on the luxury goods in China's "lei Four questions": 1, online payment can be resolved? 2. How to solve the problem of consumer trust in high-end online shopping? 3. How to solve the problem of brand licensing? 4, how to obtain high-end customers?

Not to mention that Lei really hot, in addition to the first payment problem, in three years ago when everyone just started to rush to luxury goods, Lei pointed out the Chinese luxury goods electric dealer's three dead points. Later, a lot of luxury electric business website, indeed also died in these three questions: luxury goods originally on the high price, white-collar quality, brand and after-sales service with a more cautious attitude, but the electric business site is often out of fakes, not warranty, brand business is not a person's problem, the trust was punctured, trading is no basis--for this, Zhoshi's answer is only a single, cumulative consumer loyalty. It's slow and hard, but in a big country, it looks like there's no other way. Win Trust is difficult, but once won trust, can bring benefit, form scale, will produce moat effect, form the commercial model barrier of electric Commerce website.

The issue of brand licensing is the most important issue for luxury electricity business, and it is not groundless that 90% Internet luxury brands are unlicensed. Luxury has its own particularity, the strict control of the brand's own channels, for many international luxury brands has long been close to obsessive-compulsive disorder, they believe that the sale of luxury goods is also part of the production of luxury, while the luxury electric business has castrated this consumption experience, so even if the funds to build operations team, Choose to cooperate with international high quality logistics companies, build their own operating efficiency is not high official website, also do not want to do what they think "damaging image" of the authorized domestic electricity business website move.

To address this problem, the domestic luxury electric dealer has two kinds of practices, one kind is the gilt pattern, buys the stock from the dealer, in the net sale discounts, for instance only goods will, Qiao thing is silent; another kind is to recruit to buy a hand, for example still goods net in early 2012 to build a fashion to buy a team, Take with even Carver and Joyce this kind of boutique department similar pattern, let buy hand fly to Europe and America to see the show, book the brand next season new products. These new products into the still product network warehouse management, will be the first online positive price sales, waiting for the end of the sales period of goods, unsold goods will enter the discount channel. The 3 anniversary of the promotion, the buyer's domestic and foreign buying team spent 3 months to stock, mobilized more than 300 international brands, more than 30,000 fashion luxury to participate in it. The cost is higher.

Another solution is game and distortion. The so-called game is to attract the recognition of the value of Chinese luxury goods, a part of luxury brands, they have to ask for, for example, some luxury brands have not yet opened up the Chinese market, brand manufacturers believe that through the cooperation with the electrical business to test the Chinese consumers of the brand awareness; For example, some luxury brands have long been eyeing the market potential of China's two or three-line cities, The simple physical store strategy will undoubtedly miss those who do not live in the big cities, they will also work with the electrical business. As for the so-called "deformation", it is slightly lower the former luxury electric business positioning, the scope of their business from luxury to high-end fashion brand migration. This is tantamount to expanding the site's user base, at the same time, these foreign brands are neither the top luxury brands for the channel so sensitive, but also willing to rely on the experience of domestic electric dealers and the foundation to quickly open the Chinese market.

The fourth question about Lei: How to get high-end customers? At least in the domestic electricity business can not find a good solution. High-end customers generally older, there is no online shopping habits, they are not sensitive to prices, perhaps, simply, rather than the people from the luxury Electronic business site User directory to remove it?

This raises the question of whether there is a luxury market that does not have to have high-end customers as the main target group. Or is it fashionable to say that the light luxury era has come?

The term "light luxury" was a few months ago when I was at a delicious and expensive restaurant called the Eagle's brisket. I understand the subtext is that a meal price of tens of thousands of meals is heavy luxury, but you spend 1000 yuan to eat a bowl of noodles or a bowl of beef brisket, you can afford the light luxury. Light Luxury is not only the brand positioning is the description of the consumption trend, the former refers to high-grade, ordinary petty bourgeoisie can afford to consume. The latter refers to the consumption of luxury goods become, younger, more relaxed, no longer belong to the so-called "high-end crowd" of the patent.

If the time is set up, luxury goods are slowly moving closer to the public, in the process of the advantages of the electric business, such as the low cost of consumer arrival, scale operation will become more and more prominent, offline mode will become more and more economic. The advent of the era of light luxury, consumer behavior patterns, brand adjustment, will give the luxury electric business model to bring greater development space.

In fact, in China, foreign luxury brands face a younger and more personalized group. The 2011 China Luxury Goods Market study, released earlier this year, showed that 55% of luxury consumers in China are between 25 and 34 years old, while luxury shoppers abroad are mostly over 40 years older than the global average.

Business pay attention to the geographical position and, the success of the year gilt because of the economic crisis in Europe and the United States, the luxury brands squeezed a large number of inventory, which makes the gilt business model can greatly show its hand. All talk about the economic crisis period has lipstick effect, gilt sale of cheap luxury goods, in fact, Europe and the United States economic crisis in lipstick. And gilt seize the opportunity to become bigger, then even changed the traditional model of luxury sales.

This year, China has been under the expansion of the market growth of the luxury markets slowed down, and not so good, there are anti-corruption policy reasons, but also closely linked to the domestic economic downturn, I do not know whether China's luxury goods dealers can take advantage of this market environment.

The final taxing: does the luxury electric dealer need the luxury gene or the electric quotient gene in the end?