Luxury electric companies looking for the future, the treasure net is the last good time?

"Editor's note" To remove luxury labels, try to O2O, more prudent use of funds, nurturing the target customer base, a group of 2010 years or so set up luxury electric companies are carefully looking for the future.

February 18, the main sales of luxury goods and fashion products on the internet line of the network of a sale of Audi car channel, the Audi Chinese company officially authorized the form of discounts to sell Audi full line cars.

In about a week, they sold a total of two cars, but the number of sales is not a treasure network Vice President Zhou San Kai Most concerned about, the next site also plans to increase high-end home and outdoor products. "Chinese consumers are accepting and trying to buy more and more expensive products, and it is true that a group of luxury consumers are already in line with the consumer level of the luxury electronics business." And our difficulty is how to find this part of the people. "Zhou San Kai said. Expanding the category is also an attempt to acquire and retain users.

In St. Kay's view, the luxury goods dealers that emerged between 2008 and 2011 did not find a right time. More crucially, they are using traditional electric dealers to pursue a rapid expansion of ideas, with cautious brands and slow-hot consumers have not come together.

The 2011 years of the creation of the treasure net are probably the last "good times" for luxury electric dealers. From 2008 onwards, Yintai network, Walk Xiu Net, the five avenue, Jiapin Network, Shang Network, gather still network, excellent network, such as a series of names similar to the main luxury network shopping or high-end boutique network to buy the website of the online, NetEase still products, Sina Luxury channel, Jing Dong 360TOP, such as comprehensive portals or electric business also opened up luxury channels.

In addition to the entry of entrepreneurs into the field, the concept of "luxury electricity dealers" has attracted a lot of money from VCs. According to the Chingko Research Center, in the two years from 2010 to 2011, the Chinese equity investment Market has disclosed a total of 23 investments in E-commerce sites related to luxury goods such as jewellery, ornaments and apparel, and the total amount of 21 investments disclosed amounted to $529 million.

But the situation plunged at the end of 2011. Many sites began to receive the sale of fake complaints, luxury brands have also claimed to sue some informal purchase of the site, while the HA network, NetEase still goods, walking Show Network, Shang network, such as the founder of the separation, closure, mass layoffs and other news. The total number of domestic luxury electricity dealers ' financing cases declined significantly throughout 2012.

and to ease consumers ' doubts about the authenticity of goods, most luxury goods dealers are vying for a handful of brands on the market that are willing to open brand names, a battle that usually takes a toll on the site's guaranteed sales commitment to bring down several sites, as well as the loss of high-end brand resources, leading to a transformation of some websites into low-end markets.

For example, once in the ranks of the only products will now no longer be peer to the luxury of the electric business. In the brand contention did not get a first-line brand licensing only product will, soon shifted its focus to low-end brands, which fell to less than 200 yuan, but it was a "blessing in disguise", not only in the Nasdaq, but also with the increase in sales and unique models, stocks are very popular with investors. and catwalk network in 2012 years experienced layoffs and close Beijing, Shanghai branch, instead of cooperation with ebay to resell overseas products, but also did not bring it back to the mainstream market of luxury shopping, customer unit price of 400 yuan.

"Three or four years ago, China's consumers are not mature for the overall consumption of luxury goods, unlike traditional goods, they have a lot of the authenticity of goods, quality and service There are many mistrust, it is not you put an advertisement to tell them that I can pull the market up here." And at that time the supply chain system of luxury goods is not mature, enterprises shout to rapid development, but the goods are not keep up. "When the market is immature, it's hard for you to scale 1 billion," Zhou San Kai told the first financial weekly. ”

Scale is a problem that has plagued all participants since the advent of the 2008 luxury electric business. Compared with the geometric growth of traditional electric dealers on the scale of sales, the performance growth of luxury electric dealers is not so rapid, and will hit the ceiling very early.

"There is no denying that the market is growing, but the popularity of luxury goods dealers is still very small and it will be difficult for you to reach the rich consumers." "A venture capital manager, who declined to be named, told Caijing Weekly that his agency had no plans to invest in such projects, given the size of the market and the risks to the supply pipeline.

"The widespread inability of luxury electric dealers to be big is due to the unstable source of goods and the assurance that high-end quality cannot be achieved." "Shiyu, chief financial officer of Fashion electric dealer charm Group, and chief operating officer of China region, said. Glamour is one of the few companies still doing luxury goods in a flash-buy mode, relying on brand authorization or domestic distributors to supply inventory, and then sell it in a limited time discount.