Luxury e-commerce how consumers and brands in the cracks found in survival?

Each press by Tao Li from Shanghai

The success of the domestic e-commerce platform listing in the United States has really stimulated morale. From a numerical perspective, the growth rate of more than 30% of the luxury e-commerce industry is not pessimistic. There seems to be a huge space for the development of the overall luxury sales market. However, luxury goods e-commerce such as Privileged Network appeared this year, the closure of the collapse, leaving the industry had to calm down thinking - market demand is no problem, that is the business model out of the question?

The deadly source of supply has been mentioned at an unprecedented level, not the formal authorization of luxury brands, luxury goods providers how to find the survival of the way between consumers and brands?

Sample 1

Out

The death of the luxury network refute the luxury goods supplier deadly embarrassed sources

Network fell down, no longer get up.

The luxury e-commerce website, set up less than three years ago, took a million-dollar investment from SIFE Asia in a month and even pulled China Merchants Bank as its platform. However, the website was completely closed by the end of May this year .

On May 27, Ren Kefei, CEO of Zenith Network, stated in his Weibo that the general manager and shareholder status of Shanghai Huaer Shengshi E-Commerce Co., Ltd. was all transferred out in October 2013. VIP Privilege Network Also for management operations, after all the operating conditions, I do not know.

"Daily Economic News" reporter found through the record information network domain names are now unable to visit, the official Weibo since September 24, 2012 will not be updated.

As Yen Fu, former Asia Pacific investment partner, said: "Getting an investment that only proves you are approved by an investor does not mean that it has been recognized by the market, nor does it mean you have succeeded."

In fact, the collapse of the Privileged Network is not the case. In the past two years, most of the websites of luxury merchants have a lot of destiny. They have already either failed or they chose painful transformation.

Banks behind the helpless station team

In early November 2007, Alibaba B2B business successfully listed on H shares, setting off a domestic e-commerce startup fever. In this boom, the luxury goods industry in 2008 with its high customer base and the purchasing power of target customers, has stimulated the birth of China's luxury e-commerce model.

In 2010, with the grandiose fermentation of the entire e-commerce business, the luxury e-commerce business has also sprung up and the capital has also been aggressively touted.

One of them is Net. August 2011, enjoy the online line, providing luxury goods, fashion tide, beauty and skin care online shopping services. Only a month later, Saifu Asia Fund to its "haste" injection of tens of millions of dollars.

As a luxury e-commerce company, the primary problem Faced Net is access to consumer confidence in their products, or to seize the market is passive water.

Based on this, the founder Ren Kefei's strategy is to pull the bank station team, which leveraging the power to create their own trust. In accordance with the previous NetEase market strategy, from the project initially with banks, telecommunications and other companies to cooperate, or even use FedEx (FedEx) delivery of goods. This bundled marketing model, initially indeed enjoyed the growth of the network has made a contribution, according to public reports, enjoy the online line 4 months time to complete some of the same year site sales.

However, this model behind the bundles, but there are also helplessness.

An electricity business insider told the "Daily Economic News" reporter revealed that businesses really get very little from the bank sales. To put it plainly, the bank has no user viscosity in this channel, and there is no advantage in terms of product and price. In particular, consumers of luxury goods rarely shop in the bank mall because they have too many channels to choose from. "

Soon, Privilege Network encountered a common problem faced by the vertical electricity supplier - traffic pressure.

The aforementioned e-commerce insiders said that for the past four years, the rapid growth of domestic e-commerce business over the past four years, the cost of acquiring users of the website has also soared. Even a leading e-commerce company such as Lynx, access to a new user costs more than 100 yuan, not to mention other sites that do not have any traffic sources, "Privileged Network wants to easily gather a number of high-end users from the platform online shopping users , Requires strict operation and long-term accumulation, can not achieve the effect overnight. "

Supply chain model to be tested

Traffic dilemma is not the biggest problem with respect to the network, is not the most important reason for its fall.

The industry generally believes that the biggest embarrassment of luxury goods industry is the source of goods out of the question - from the brand business can not get the brand license or based on the scarcity of luxury goods can not get enough volume. Can not get the formal authorization, can only be filled with fakes, resulting in consumer and brand chase-chased complaints; even get authorization, but can not get enough volume from the brand, consumers can not meet the purchase volume The demand.

Due to supply constraints, luxury e-commerce generally through the brand channels of agents or through the purchase of buyers purchase mode to obtain supply. As a result, the purchase cost of luxury e-commerce channels is basically at the same level as that of traditional channels. Coupled with the cost of selling e-mails to advertisers, the cost of doing business with consumers is not superior to the cost of traditional offline channels.

Similar luxury e-commerce cost chain, contrary to the general structure of the e-commerce model, it can not reflect the advantages of e-commerce.

Lee Temple, Temple University network CEO in an interview with the "Daily Economic News" interview, explained that "the luxury goods business sells the product pricing rules, for the price of luxury brands only about 15% cheaper than the domestic, after all, we The profit margins are not so big, and too low prices can also cause consumer mistrust. "

Although many luxury e-commerce practitioners interviewed by reporters seem that the sales price of luxury goods is not the only factor and the more is the provision of services, Hao Zhiwei, a senior e-commerce observer, has pointed out sharply that the supply chain and the price Can not do the advantage, just an isolated site, simply can not provide more services, "Pure luxury e-commerce site with the line under the LV store LV compared to what you say it can provide a unique service what is it then?"

Therefore, he believes that the user's spending habits and product characteristics, determines the luxury goods industry in China's vigorous development is difficult to continue to the electricity supplier industry.

Elimination period facing transformation

"Daily Economic News" reporter learned that, after experiencing the blooming two years ago, there have been a large number of luxury goods business has been exposed to business problems, including access to multiple rounds of financing the share network, the flagship network Ha network and so on.

According to public reports, there are reveler employees revealed that, compared with the slow growth of orders, the quality complaints about the company hurt the head, at first still only a few fragmented, and later is a large-scale concentrated outbreak, and complaints Most is the supply problem.

In addition, complaints more difficult than the consumer complaints from brand owners. Enjoy online almost cover the front line of luxury goods, fashion big names, such as Burberry, LV, Estee Lauder, etc., and these brands are not authorized to enjoy network.

Cao Lei, director of the China E-commerce Research Center, told the Daily Economic News reporter that supply issues, the proliferation of counterfeit goods, lack of shopping experience, and price constraints are all pressures on luxury goods providers Dashan, "especially the source of unknown origin, but said all the luxury e-commerce site flawed, and may even stop there."

Cao Lei believes that most of the luxury goods website, supply and consumer experience are contradictory. Without the license of the brand, enjoy the network can not get the product is not justified, there is no endorsement by partners, it is difficult to obtain consumer trust.

Compared with the winter suffered by luxury goods providers, the electricity supplier industry has boomed for years in the past two years ushered in the spring. Jingdong Mall, the only product will be the United States and other gifted products such as the United States has listed on the Web site, and access to capital markets recognized. However, luxury e-commerce is still still in the test period of the market, and constantly in the "high-end" positioning and "