Luxury electric dealers face the issue of authorization dispute of risk channel

Aristocratic "big-name" again to the civilian network artillery fire.

"In the Chinese region, we do not have authorized Jingdong Mall, the excellent Amazon sales of Swarovski products." At the same time, no website has been authorized to sell Swarovski products in China. "March 12, a notice from Shanghai Swarovski Trade Co., Ltd. let Jingdong Mall moments.

Then, the World Luxury Society reported on the day of 3 15 International Consumer protection day, including Hermès, Chanel, Vuitton, Dior, Ferragamo, Versace, Prada, Fendi, Patek, Vacheron Denton, Sisley, Levin, Aquamarine, 38 International luxury brands, such as Lancome and Biotherm, have said they never authorized any internet site in China to sell their products, while not inspecting and guaranteeing quality goods sold on the Internet.

Jingdong is not the first to be blamed. 2011, first Shuttle and Dangdang on the after-sales service dispute, after the Omega a paper petition will be Taobao court, after ebay and Vuitton, Rolex also has a serious legal dispute.

Are these big-name cheeses really moving?

No interest in the early

The electric dealer wants to make money to go fast channel

"The electric dealer does the luxury all to look very beautiful, actually burns the money not to be profitable." "Beijing Footprint Tiger Technology Co., Ltd. chief operating officer Yufiel told the China Economic Weekly."

Previously, she has been specializing in the purchase of luxury goods to call the Harbin network work, experienced the rise of the site and closed. Yufiel told reporters that for the electrical business, getting a luxury licensing is a very difficult thing, not only the strong capital and strength, but also a considerable network of contacts, to obtain the trust of each other-because luxury brands to e-commerce attitude complex: On the one hand, they do not want to maintain the noble image of their products wholesale to the electric business enterprise On the other hand, online shopping does bring them a lot of sales, there is a great temptation. "Foreign well-known luxury sites are very long established, the brand is quite familiar." Even so, it will take at least two or three years to spend a huge amount of money to get a licensed operation. "Yufiel said.

Baidu Search "luxury sites" a few words, the results of about 10 million, in addition to the first line of brand-name business in the online brand direct shop outside, also can see Jingdong, jiapin net, respect cool NET, excellent public network, walk the network and so on all kinds of professional, not professional luxury website, "Ultra-low discount", "Limited", "discount promotions" and even "Buy" and other promotional slogans panoramic view. On the catwalk online, coach's bag is 25 percent, Bottegaveneta's bag is 44 percent, and each item can save thousands of dollars compared to the physical store. Some "timed-snapping" and group-buying items were even low to 03 percent.

Insiders from a luxury website told the China Economic Weekly reporter, the electricity dealer's purchase channels are various, both "sunlit" also has "the gray Fast Channel", has bought the hand company such third party strength. The so-called "sunlit" is not only from the brand to obtain some of the products directly authorized, as well as foreign luxury websites signed contracts, legal wholesale. "But take the brand authorization route profit is limited, for example in the watch this subdivision industry, the brand gives the lowest price to the first level agent only 75 percent, some big rules is 80 percent." The cost of the channel, to store shop long hand discount right already very meager. "is slightly June strategy management consultant Zhu Zhenji to reporters analysis."

Fast channel is directly through the overseas purchasing or from distributors, factories, outlets and other channels "sweep goods." Rebecca, who specializes in overseas purchasing, told China Economic Weekly that one of his biggest profits is to specialize in US purchasing, on the one hand, the number of brands in the United States, the product styles are many, on the other hand, compared with the price of Europe has a great advantage. She used her relationship to establish a relationship with America's Leicester, which was purchased from the U.S. special counter or the American luxury website on a monthly basis and sent back home. "A lot of luxury products have outlets, factory store goods to go specialized production lines, generally cheaper than the store, plus a quarter discount, the lowest can get 10 percent, purchasing generally in accordance with the" 50%x of the original price of the goods to the RMB exchange rate +8%~10% commodity purchasing fee + Freight ' take goods, converted down, is generally the inland store price of about 60 percent, the profit is still very big. ”

Buying companies are emerging in recent years in the market, industry insiders told reporters, "domestic electric enterprises sales of luxury goods, most from France and Italy and other luxury brand manufacturers concentrate on buying companies." "Reporter contacted Guangdong a full-time buy hand Mr. Lin, he revealed that the company's business scope includes express, sea LCL and luxury goods, red wine, milk powder and other agents. They can continue to get the goods from the manufacturers by virtue of their "relationships" with certain brands. "In fact, people say those high imitation a goods, those big names are in several parts of the world under the single production, as long as in China under the single brand, buy the company can get high imitation or super imitation goods, if the counter sell 7000 yuan, the original single batch of goods also 600 yuan, but also include birth paper and dust bag, the general people absolutely cannot distinguish with authentic difference. ”

Beaches in China Network

Big names Trust International power dealers

"Experience in the United States tells us that online sales are growing in volume. In China to carry out e-commerce than open stores can be faster development, we see the future of luxury e-commerce. March 22, Karenkatz, President and CEO of the US luxury retailer Niman Margo Group, announced his foray into China's luxury e-commerce retail market.

In addition, the UK luxury website Net-a-porter will soon be landing in China. The website, which was founded in 2000, will enter the domestic market in the name of theoutnet.cn by acquiring a VIP network of domestic electric dealers. In addition, the overseas luxury website Amazon's shopbop.com also last year first Test water, the use of Chinese home page, in renminbi labeling price, users can use Alipay payment. And the world's largest Italian luxury electric Yoox Group has also shown strong interest in the Chinese market. Currently the group in China's official website already has emporioarmani.cn and thecorner.com and so on 5 websites. Yoox Group Ceofedericomarchetti said: "In the future we will gradually introduce more official network flagship stores in China." ”

Once again, luxury-goods giants have proved the potential of the Chinese market, but international big-name companies have long joined the scramble for China's online market.

2011, Emprio Amani (Emporioarmani) launched the E-commerce channel in China, the first shot of luxury "cyber Beach War". Subsequently, Vuitton, Gucci and Cartier and other brands in China to open the official website. According to Bain's previous report, China's mainland luxury consumption in 2011 rose to 25%~30%, the market scale for the first breakthrough of 100 billion yuan. Major luxury brands can not afford to pay attention to the Chinese market this tempting cake.

Shou, an international E-commerce analyst, told reporters that luxury goods dealers can not simply be understood as "the sale of luxury goods online," Traditional web site design, content editing, the way to attract traffic, in the field of luxury is not feasible. "On the one hand, luxury brands are afraid of their own brands smashed in the hands of China's electric dealers, the brand is not authorized to China's electricity dealers, or because of the frequent fake problem, which attaches great importance to quality and customer experience of luxury brands, is guilty of taboo." On the other hand, all kinds of data show that China's luxury network shopping market size will become the world's first, if the Chinese electric dealers continue to play price war, in order to win, it is bound to impact brand store product sales, the entire channel price system will be disturbed. So the contradiction between the luxury brand and the electric dealer will be concentrated. Domestic electric Dealer website faces the risk of luxury goods under the shelf. ”

"It seems that luxury brands have adopted a palliative attitude towards the company, and that once they have crossed a certain cordon, luxury manufacturers will take further action." Shou said. Will the war continue? We wait and see.