Luxury discount sites rise, shuffling faster

Absrtact: In the past two years, the five avenue, the only goods will, walk the net, the Charm Hui, jiapin net, Shang Net, gathers the network of these electricity business market to subdivide the luxury discount website to rise, in the first-tier city has been white-hot. Who can circle the most users in a short time

In the past two years, the five avenue, the only goods will, walk show net, charm benefits, Jiapin network, Shang NET, gather still net ... These market segments of luxury discount sites have emerged, in the first-tier cities have been white-hot. In a short time, who can "circle" to go the most users, who occupy the market "Highland", which means that when hundreds of sites at the same time crazy rob a customer, there will be a "loss of profit yell" phenomenon. And many sites do not have the supply chain integration capabilities and poor user stickiness, in this case, experts expect 2011 domestic fashion online shopping site shuffle speed will be accelerated.

Supply integration into enterprise wards

Reporter noted that the current luxury web site operating mode is basically the same, registered members, limited-time snapping up and "genuine protection" insurance commitment is the necessary three major elements.

"For any E-commerce site, have a wealth of supply chain resources is the core competitiveness of the single or several partners over-reliance on the site will become a fatal injury." Wang Xianqing, director of the Institute of Circulation Economics, Guangdong Business School, points out the root cause of the chaos in fashion online shopping. He pointed out that how to broaden the channels, and continue to obtain stable and reliable merchandise, become the core resources of the site.

At present, the website and the cooperation partner's way, has obtains the brand proxy right or through the dealer directly to take the goods the one-time buyout and so on form. However, the way to buy and sell the company's sales pressure is very large, the upfront capital investment also has certain requirements. In comparison, most of the network purchase enterprises to take the form of distribution, the cash flow of the enterprise basically has no effect. However, Wang Xianqing revealed that the sale of the form of brand dealers have a strong desire to control the goods, brand-name business for the image of the follow-up products are also required.

On this point, the reporter interviewed only Hong Xiaobo CEO of the product was confirmed. He said that the only product will be set up a "Ministry of Commerce", specializing in the recruitment of fashion tactile person responsible for the cooperation and negotiation with the brand, and has a professional shooting team and web production team, but after the photo is still to be selected by the brand to be placed online. In addition, some of the quarterly inventory of online discounts on the minimum, brand operators also have certain rules and thresholds.

First-line fashion shopping site different strategies to break through

And in the strong brand of "crackdown", there are a lot of fashion network to purchase enterprises from other channels, such as the employment of overseas buyers in bulk purchasing goods abroad. Catwalk network is advertised in 10 countries and cities set up a fashion buying office, hired overseas to buy hands. But according to the 54th Proclamation issued last year by the General Administration of Customs, the entry carries 20 kinds of duty-free goods or single goods worth more than 5000 yuan of personal belongings are taxed, raising the starting point of the tariff; some big names also make it clear that a customer can buy the same item up to 3 pieces, The change of these external factors undoubtedly increases the cost of the enterprise.

In this case, the reporter learned that the current survival can also be a line of fashion online shopping site to take a different strategy to break through, such as Jiapin network backed by Europe's largest sales network BUYVIP, with many European and American luxury goods suppliers to establish a stable business relationship , the five avenue mainly relies on its founder Sun Yafi has been in the overseas work experience accumulates the network relations expansion channel; gathers the network mainly by virtue of the founding team for foreign well-known brand OEM experience, to get the first hand of foreign brand agent right, and the catwalk network relies on the development of its own brand and distribution of two legs to walk, its source composition, The share ratio of own brand and other brand is 4:6.

Expert: Shuffle has just begun

After burning the money, in addition to the MAI Lin clothing fashion website can be listed, those who did not get the financing of most of the small and medium-sized electric business survival situation worrying. Industry insiders pointed out that the existing thousands of fashion shopping sites, most of them are still in a loss or barely maintain the situation, only a very few to achieve profitability. and online shopping to maintain 10%~15% profit margin to survive, but in order to scramble for customers, online purchase price war frequently martial arts, now even 5% do not, except the promotion costs, manpower costs, certainly is not profitable.

Eric Consulting The latest survey report, the past two years, the failure of E-commerce Web site has Rice Mall, home Easy station, dragon Network, tomato trees and a large number of thousands of search nets also struggled after the early last year to sell to Jingdong Mall. Recently, the industry has been circulating a lot of information on the sale of various kinds of business website resale. Based on the station time, industry visibility, profitability, the number of IP visits, Alexa rankings, such as Baidu included in different circumstances, the price from millions of to hundreds of thousands of yuan range.

Wang Xianqing said that this year will be the most brutal year for China's electricity dealers, and will be the largest number of small and medium-sized sites eliminated the year. 2012 will be the first year of China's online shopping industry to mature. After the fittest, the combination of strong fashion network to buy enterprises in 5 years may be left less than 10.