Luxury Dark War internet

Online shopping is "Amoy cheap", if you still think so now, then you really out. Fashion Luxury online shopping has become one of the world's most popular consumption methods, the domestic emergence of many luxury sales of professional fashion website is also increasingly favored by consumers. Do not be able to buy online dozens of yuan, hundreds of consumer goods and relish, thousands of yuan to 100,000 yuan of high-end consumer goods, has joined the tide of E-commerce, this is not alarmist.

It is noteworthy that the luxury "sell" to the line, bring us not only wearing pajamas slippers will be able to experience the well-being of the noble life, affixed with low-cost labels, the route of the purchase of unknown channels, Shanzhai foreign mature mode ... These unknown "Other side" also followed. In this luxury E-commerce arena, all of them have a tacit understanding of the choice of "dark war", and this infernal affairs, and a few people can see clearly?

1% is authentic, what about 99%?

Maggie, a professional seller of luxury goods for many years abroad, was later amnesty to a luxury business website as an executive. "It's not amnesty, it's just a partnership." Because I have they do not have the purchase channel, for a sales of luxury sites, to want to profit, the purchase channel is too important. "Aren't all these sites claiming to be strategic partners with luxury brand manufacturers, and why do they have to go another channel?" The journalist was puzzled. "The real luxury brand, to do E-commerce also do their own, where will and so many site strategic cooperation!" In fact, they can have 1% of the authentic is good, the rest can be returned from overseas purchasing, it is very good. “

Nanjing Shang law firm Shang Lawyer told reporters that the import and export of goods should be truthfully declared, pay taxes according to law. Therefore, network purchasing may involve violating customs law, even suspected of smuggling. "Personal network purchasing is the personal behavior on the network, the target is small, and those luxury goods website, they can not also dare not to say that their products are actually overseas purchasing, so can boast is directly from the manufacturers to take the goods, and we are the procurement staff of these sites." Maggie told reporters without any pride. "We can through many channels to get people do not get discounts, and the level of discount determines the price of these products on the site, in fact, consumers buy luxury goods online, is not a cheap picture." ”

Then you so-called "can be returned from foreign purchase is very good", is not that there are a lot of merchandise even the purchase back is not? Are these goods high imitation? Facing the reporter this question, Maggie just faint to say, high imitation are domestic production, as long as the purchase comes in, are authentic. However, she finally added: "A lot of times even our wife can not tell whether it is genuine or high imitation, and not how many goods I enter the site to sell how much, this inside in the end there is no catch, no one knows." ”

Is it on line?

According to the survey, China's current luxury consumption market capacity of 7 billion U.S. dollars, accounting for the world's luxury consumer market, 13%, and the number is still growing at an annual rate of 20%, will be a breakthrough in 2015 12 billion U.S. dollars, will soon overtake Japan as the world's first.

At the same time, the world's top brands do not see China as the largest contributor to sales, in the areas of watches, perfumes and cosmetics, leather goods, fashion and high-end wines, luxury brands such as Louis Vuitton, Chanel and Omega are vying to expand and government in order to maintain their influence and leadership in the Chinese market. By contrast, more high-end brands are mixed, not to give up the Chinese super cake, but also trapped in the traditional mode of expansion, for China's development prospects remain cautious.

"The rapid growth of e-commerce has increased from low-end to high-end, and demand for luxury goods is booming," said China's Internet authoritative investigative agency, Eric. How to find a new way to expand to meet the needs of high-end brands and high-end consumer groups? Chinese online users are more in Taobao and other sites on the basis of cultivation, internet users of higher sensitivity to the price, the latest hot group buy category site is also the main price advantage. Investors pointed out that a large number of homogeneous enterprises brought price competition and service competition, which makes the face of the public-oriented business enterprise vision vague, market share lack of stability, the risk is also greatly increased.

And the main luxury of the online Austrian model, not only can further segment the E-commerce market, while allowing the network to buy consumers also gradually diverted. By 2015, McKinsey predicts, China's affluent households will reach more than 4 million households, but there are few dedicated sites to serve the affluent. At present, luxury E-commerce single transactions and trading average price to create new highs, many sites to explore this business opportunity, but in the vertical classification of niche, lack of industry leaders and market-leading, a large number of non-authentic also let such a market chaotic. Accurate operational positioning, high quality consumer groups, a huge growth trend, these become the basic elements of high-end e-commerce.

Baotime Build a high-end community

Reporter learned that the luxury brand from Singapore investment portal Baotime.com has been quietly research and development for six months, low-key online after still attracted the industry's high attention.

Baotime CEO of the new in the interview with this newspaper reporter said: "We advocate ' quality lifestyle ', the user group is concentrated in China's most large-scale and consumption of fashion people, high-income families and social elites, the site mainly provides a wealth of consumer information, three-dimensional product promotion and quality of exclusive services On the other hand, we combine the most trustworthy high-end brands and businesses, through the spread of the platform, E-commerce extension of high-end brand awareness, User Services, classified marketing systems, so that the brand and business to obtain the maximum income, to achieve the steady expansion of consumer groups. ”

Division of new reporters repeatedly stressed that the current focus of baotime is not simple to the company, but to do high-end brand interactive community. "The business is only a simple and boring relationship, our goal is to establish a brand, channel, interpersonal, three-party SNS, integrated into the E-commerce system, to meet the high-end brand and consumer groups of deep communication needs." ”

Nuggets high-end E-commerce market is not accidental, the secretary for Taobao sites of the market model is not keen, and he believes that the brand official website of the store model also has bottlenecks. Si Ying said, "The current luxury E-commerce has a lot of imperfect places, I recognize the direction of luxury goods, but do not recognize their model, so we have been committed to a new model, this model is not mainly to sell products, but to ' Circle people '." "He says this model boils down to three points: fidelity--Let your users know, service--Let your customers approve, integrate--and make your pattern complete.

"Global luxury brand 4S shop" is the secretary of the new Baotime image description, and this should be a flock of birds of a feather flock together, users in the consumer experience, in addition to luxury goods, can find their own group ownership-for high-income groups, the sense of belonging is very important. It is reported that Baotime has been with the catwalk network to reach strategic cooperation, complementary advantages, to provide more diversified services to netizens.