Luxury electric business in trouble: supply into a fatal problem transition will be closed

On one side is the explosion of statistics on the number of reports, on one side is the incessant closure of the site's whine. "Luxury" this frequently exposed vocabulary in China's offline and online market, but there is a double day of ice and fire encounter.

From 2009 onwards, with the boundless vision of China's luxury goods industry, a large number of Internet entrepreneurs focused on luxury e-commerce projects, a large number of investment money immediately poured in. However, just 2 years later, the sad news, the "luxury electric business will die" of the singing decline of the spread of madness.

Like the group buying site, from the early imitation of overseas models to Chinese-style survival, luxury electric dealers experienced from high-speed development to an instant fall of the roller-coaster experience. People can't help asking, what's wrong with luxury electric dealers?

The spread of the "declining infectious disease" in the troubled luxury electric dealers

Beginning in the second half of 2011, the incident and staff resignation, the show network layoffs, cool net CEO turnover, NetEase still goods closed and other heavy shadow over the luxury goods, but the industry hidden problems still continue to ferment.

Recently, the "Sina Luxury channel will close" news spread. Tencent Technology inquires its official website found that product information has not been updated for a long time, home promotional products are still June content. More importantly, all the products have been unable to pay for the purchase.

A person close to Sina said, "The original team is no longer in the luxury of the project, to do other business." "Although the official has not yet officially announced, but from the various sources of information can be confirmed that Sina luxury goods have indeed ceased to operate."

and NetEase still product of short-lived similar, Sina luxury goods from the line to stop operation for only one year time. Even though the two portals have huge traffic advantages, they have not been able to escape the fate of halting operations.

And this also confirms that Huaqiang North online Vice President Shangxiang at the end of last year, NetEase closed the point of view, "any electricity dealers as long as the relationship with luxury, can not avoid the fate of the collapse, Jingdong, Sina Luxury products will not be exceptional." At present, China's electricity dealers are only 200 yuan, selling 20,000 yuan of goods too advanced. Moreover, almost all real luxury goods will not be officially authorized to the electricity dealers, by smuggling is not long. ”

Sina Executive vice president of the original, pure Golf CEO Kimbaoki, Sina, and other media business such as the support of the weak, in the company is like "illegitimate child", the timing is not right, now in China to do the luxury electric business environment is still immature.

At the same time, another luxury goods network website Jiapin also recently launched a large-scale layoffs. According to its internal staff, the scale of layoffs in about 200 people, accounting for about half of the company. Although Yang Pei, the company's CEO, said the data had been exaggerated, he conceded that layoffs and business optimizations had been made according to a certain percentage. This clearly exposes the problem of the internal operation of the Jiapin network.

Luxury electricity quotient is a false proposition

The United States Luxury Electric company website Gilt early in the membership System + Discount + luxury brand management model success, quickly in our country to set off imitation upsurge, go Show network, Jiapin Network, the five avenue, only products such as the site homeopathy. China Business Intelligence network data show that from 2010 to 2011 has disclosed 21 luxury website financing Total amount is only 529 million U.S. dollars.

But in some investors ' view, Gilt's early success is not replicable, clinging to luxury is a dead alley. It is understood that Gilt was founded at the beginning of the economic crisis, luxury goods manufacturers squeeze large inventories, which is the core reason for gilt success. As the economic crisis faded, the gilt price system of low-priced goods and luxury brands became more contradictory, and the problem of insufficient supply began to be highlighted, and the company began to look for designer custom routes and other services such as wine and hotel tourism to supplement the problem of the category shortage.

In the view of Wang Yong, the vice president of the diamond, the Electronic Business website is essentially a pseudo proposition for luxuries. "The definition of luxury goods is something that a few people can afford, but it is a paradox that the electric quotient wants the majority to buy its own things." ”

Run state investment strategy director Zong Ning's microblog views and Wang Yong coincide. He believes that luxury consumer positioning and the cheap and fast property of the electric dealer is completely inconsistent, so the luxury electricity dealers can not succeed.

Despite China's booming demand for luxury goods, many foreign luxury brands have already entered China, but are reluctant to open up sales channels immediately. They are very concerned about their brand image, do not want their own brands and some low-cost sellers of the goods competition, so that the public on the "luxury concept" to create a vague sense. On the other hand, they do not want the electricity business channel to threaten their own price system.