Luxury electric Dealer's high fever fades the key to optimize supply chain

Silicon Valley Network in the venture will reduce the risk of the year, the investment in the electricity business tightening of the current, foreign fashion electric dealers have sent financing news.


　　


into the June, the French fashion polymerization of the electric business Rad, the United States Internet men's brand combatgent, Internet beauty brand julep, design-type electric dealers fab.com have announced the VC injection. Just two days ago, social electric fancy and fashion flash Ideeli also had a new round of financing, it is worth mentioning that the former overall valuation amounted to 600 million U.S. dollars.


　　


relatively, domestic fashion electric dealer recent financing performance is mediocre. These early concentrated in the field of luxury goods power, the peak period of 2009 to 2011, the period of time, the domestic rapid emergence of more than 40 luxury sites. In addition to the professional self-luxury shopping site, only the goods will, go Show network, Jiapin Network, Shang Network and other fashion sites have dabbled in the luxury market.


　　


, these luxury electric dealers are still the darlings of VCs and private-equity eyes, but right now, NetEase still goods, call HA network, respect cool net all have already announced close, the still goods net that is immersed in the storm of layoffs, walk show net, Jiapin Net also had to start to diversify business, transform to live, the domestic capital market is like the fashion electric dealer to enter "Limbo".


　　


Why foreign fashion electric dealers can "scenery alone good"? How should domestic peers get out of the trough?


　　



, a luxury electric dealer with a high fever

　　


, a researcher in the investment consultancy retail industry, Du Yan Wang, the fashion electric dealer and other platform electric dealer, its focus on fashion products, luxury and so on, so customer positioning is very clear. In the past, the fashion electric dealer is so hot, because "the domestic e-commerce development is extremely rapid, and the domestic luxury market is also in the high-speed development stage." Luxury by the electric Business Express, ' strong coalition ' attracts many investment institutions.


　　


to set up in 2008 to take the show network as an example, 2011 won the first round of 20 million U.S. dollars, Kai Peng Investment, the same year in August, the show net again harvested from private equity 100 million dollar B-round financing, which is China's electricity industry in the history of the largest B-round financing.


　　


But young founders apparently haven't figured out how to deal with a steady stream of huge sums of money.


　　


in a short span of a year, the catwalk network will be the previous 500 team to expand rapidly to 1300 people, and the annual sales of 30 million euros in Italy, the luxury electric business Yoox team only 300 people.


　　


to this, electric business analyst Ruzenwang in the interview with "the first financial daily" pointed out that Yoox the technical business outsourcing to other companies do, so there is no technical team, the whole team scale reasonable, people effect is very high.


　　


In addition, the large-scale investment in television advertising, subway ads and even outdoor advertising has also caused the fashion dealers to suffer criticism. Some industry insiders said that some luxury goods dealers spend on advertising costs "within 3 months will be able to burn out 60 million yuan."


　　


crazy expansion, disorderly competition, frequent layoffs, capital has not had time to receive the return has been poured cold water. Since the second half of 2011, VCs and private equity investment in the entire electricity business has slowed rapidly, the second half of the disclosure of investment events only 34, 2012 continued to decline.


　　


DU Yan Macro believes that the development of domestic fashion and expansion of a prominent feature is the scale-driven, rather than profit-driven. "The madness of the scale expansion is the inevitable choice of the electric Business Enterprise competition survival, along with the wind throws to the electric dealer, the customer to the shopping gradual rationality, the electricity merchant will pay more attention to the profit ability." Du Yan told reporters.


　　


optimization of supply chain is the key


　　


Foreign Fashion Electric dealer, now the landscape is still unique, they reflect the current characteristics of fashion power: small but beautiful, cost-effective, speed and uniqueness. The mature and calm business environment is an important prerequisite for the benign growth of foreign fashion electric dealers.


　　


the US electric business has completed the entire process from frenzy to retreat from 1999-2001 years. More than half of the internet companies that collapsed in 2000 were E-commerce companies.


　　


Du Yan that after a long period of development, the development of foreign fashion dealers has been more mature, the dependence on capital is low, so that the capital will not be driven by rapid, less healthy expansion.


　　


and domestic fashion dealers are experiencing this painful period.


　　


has abandoned the consistent position of the luxury electric business, transforming into the main sales of overseas brands in high-end female commodity platform. Jiapin Network in the June this year transformed into an investment Fonmessis department store in China's positive price merchandise shop.


　　


China e-Commerce Research Center analyst Mo Dai Qing told this newspaper, subject to supply channels, after-sales service, by the audience, and other factors, the development of luxury goods electric business limitations, so many of the domestic luxury electric dealers in the direction of "big fashion", which is also conducive to their domestic business.


　　


and Ruzenwang that just expanding the sales category is not enough to bring domestic fashion dealers out of the mire, more importantly, to optimize the upstream supply chain.


　　


the fab.com, which was mentioned earlier, has invested 60 million of dollars in management and infrastructure, and fashion dealers such as Zalora and RAD have announced that they will build a new logistics system after the completion of the financing and strengthen supply chain management.


　　


"The core competitiveness of fashion dealers is not in the downstream marketing, but in how to control upstream logistics and products, thereby improving the entire supply chain." "Ruzenwang said.


　　


original title foreign fashion dealers are popular with the core competitiveness in the upstream