Luxury E-commerce complete Four points world

With most of the small group buy quietly quit, some large group buy embarrassing layoffs, group buy market structure began to be assured, battlefield smoke gradually dispersed. Luxury E-commerce has become a new focus of China's Internet, both the Internet practitioner's goal and the new hope to promote the Chinese network economy.

The author of the analysis that, although the luxury electric goods market compared to the traditional luxury markets, there are many deficiencies, but in the breakthrough network per capita consumption level, to promote network marketing profits, the expansion of network product quality, has been a huge success. Today, China's luxury-goods dealers are already showing a clear four-point situation:

1, "Only goods will" and other operating luxury channels of the integrated electric business platform;

2, "poly fashion" and other vertical industries such as luxury electric platform;

3, "The Five Avenue", "Walk Xiu Net" and other portal class luxury electric dealer;

4, "Still goods network", such as the invitation of high-end luxury goods electric dealer.

Although in the macro state, are operating luxury e-commerce. But because the luxury of "water" is too deep, different electric business platform operating luxury models, ways, forms or have a big difference. The only product will be the rapid development of China's electrical business, the model of the new giant alligator, but also recognized by the electric merchants sales of higher electric business platform. The author learned that the "only products will" management of luxury goods strategic direction and marketing measures: only the goods will be luxury channel launched in January 2010, on-line time for each Tuesday, six. About 3-6 brands per online. At present, with only products will cooperate with luxury brands more than 60.

First, the product is easy to debate, check birth certificate

For the luxury electric business, netizens are always most concerned about and most worried about is the product of the real, quality protection, in the virtual trading platform to eliminate the consumer distrust psychology, need not only preferential prices, but also need the platform itself reputation and specific safeguards.

"Purchasing" This procurement model has also been popular for a while, the author has for some professional purchase site, provided marketing planning services. But in the end, they will find that the source of purchasing a single, most of the individuals in the overseas small quantities of procurement, and then brought back to the country. As long as sales, always inevitably with the word "tax evasion" has something to do with, so the Web site to engage in luxury goods network is generally relatively small size. In particular, the August release of the customs New Deal, the network to purchase more is a heavy blow, purchasing site in China's policy bundles, also can not become the division of the luxury goods market electric quotient model. And on the operation of luxury shopping site is a great positive, conducive to bigger and stronger.

Only goods will be every luxury goods have a birth certificate, the consumer through the birth ID in the official online query, consumers can also to the corresponding brand counters inspection, to provide consumers with trust protection. Only products will have more than 200 customer service team and thousands of people's warehousing team, to ensure that all customers to provide customer-centric quality customer experience.

Second, rich brand resources, meet the limited-buying

Only products will be the characteristics of the brand discount + limited to buy, every morning 10, will be fixed to launch 12-17 discount brand merchandise, each brand on-line 5 days, sold on the end. As early as 2008 years in the start-up period, the only product will be the first line of the brand is discounted luxury goods, general merchandise and luxury ratio of 8:2.

In foreign brand limited-term discount mode collectively flash-sale, very mature in foreign countries, such as Vente-privee, Gilt groupe,ideeli,rue la La and so on are very good, in the benign competition in the consumer brand-name buying mode of consumption habits.

And China's E-commerce luxury said that the more straightforward, or the so-called "light luxury" mainly. Is the price, brand, under the line of the world's luxury brands, there is a certain gap. But it has been able to meet the needs of Chinese netizens chasing or testing water discount luxuries. To meet the needs of most consumers, to ensure the customer's viscosity and loyalty, we must provide a rich product category.

Third, push the classic new, leading fashion trend

Luxury and fashion will always be inseparable, although some watches, gold luxury goods also have a collection value. But the vast majority of luxury goods, especially the network sales of "light luxury goods", must be tightly combined with fashion, or to walk in the forefront of fashion trends, to meet the trend characteristics of young Chinese netizens.

Only products will be targeted at the consumption of fashion habits, the selection of popular favorite and well-known brands, in the style of the classic paragraph, so do not have to worry too much about the buyer's acceptance and out of fashion trends problems. At the same time, for some fashion people's preferences, will also be synchronized with Europe to launch some of the latest brands.

To this end, also made a small Oolong episode: This May, only the goods will be on a d&g casual shoes, consumers buy back to complain that shoes are worn by people, the soles of the wear. Customer service personnel to the official online verification found that this leisure shoe is the latest in Europe this year, is deliberately used to grind the soles of the old shoe. But because the domestic counter is not yet on this type of style, consumers are considered to be through the shoes.

When the 2011 is about to die, no matter how many problems and flaws the Chinese e-commerce exposes, but the market development trend has proved that China's e-commerce environment is maturing. Although the current domestic luxury network shopping market has not fully formed, but for the miracle of the Chinese Internet, luxury Shopping Network to create a miracle is still a great chance.

(This article is one of the series of luxury goods electric business article, and the previous interview Poly Vogue website similar, if think is a friend of soft Wen, please do not judge, talk about the electrical quotient of everything must have a contrast reference.) )