Luxury electric trader leaves the cold winter quietly

2008, luxury electric dealers began to enter China, and in 2010 to 2011, springing up. This is not only the vertical business of the luxury web site has been unveiled, some large electric dealers, portals have also entered the luxury industry, or the launch of its luxury channels, or injection of luxury sites. Western fashion, Jiapin Network, excellent public network, NetEase Shang products, Sina Luxury channel, Beijing East luxury ... There are dozens of luxury e-commerce sites opened the playoffs. On the other hand, the capital market for luxury goods dealers are also widely bullish, many sites on the line to get the VC investment, can be said that 2011 luxury E-commerce after the purchase site has become the investment bank in the "Sweet cakes."

The earliest luxury E-commerce platform of the United States and Western Fashion CEO Mr. Wang pointed out: "2012 E-commerce competition is very fierce, blindly pursuing discount promotion is not conducive to the development of luxury goods e-commerce, with the quality of life requirements of the year, the price is no longer the user to choose Luxury products, the first condition, Therefore, we are in cooperation with the brand, innovative sales services and sales model of a great deal of strength, 2012 performance year-on-year growth of 100% last year. According to the "2012 Luxury Users Survey" published by the western fashion, the first conditions for users to buy luxury goods have changed from price and brand to style and service, and the consumer concept of luxury goods is changing and improving. According to Taobao's "online shopping luxury Industry Analysis report," said in 2011, the luxury consumer market size has reached 15 billion, and in 2012 this number may be refreshed to 20 billion, visible luxury e-commerce from the blind development of 2011 to 2012 rational Growth, Luxury e-commerce had a hard time walking through a cold winter.

Although luxury E-commerce in 2012, but China's consumer outbound consumption to save the European financial crisis in the luxury brand sales has become an indisputable fact, Bain released the "China Luxury market research" shows that China has overtaken Japan to become the largest luxury consumption, In the face of such a large demand market, luxury e-commerce in the future development is still not to be underestimated, relative to the physical sales of E-commerce, whether after-sale protection or logistics transport have greatly reduced the cost of consumers, for the brand to rapidly expand the business of the Chinese market, The solid façade sales of the first-tier cities are far from enough to meet the brand's development requirements, China's rapid urbanization and the growth of wealth outside the big cities bred a large number of two or three-line urban luxury consumers, the United States top luxury brands, Ralph? Lauren President Rogge? Farah said in a luxury forum that many of China's two Consumer demand in three-tier cities is being released, and there is a need to open new markets in these areas, in addition to increasing investment in front-line cities. This is also a good opportunity for e-commerce and luxury brand cooperation, although some brands also try to carry out their own online sales work, but for the long-term entity store operating brand business E-commerce operations or unfamiliar areas, the United States and Western Fashion CEO Mr. Wang that at present in the domestic big brands did not best play the role of E-commerce. After many websites are established, there is not enough manpower to operate and manage, and no marketing resources are planned to promote sales. As a result, these brands of the electrical business site has become an empty shelf, it is said that several independent brand website monthly sales are only 5 digits. For the brand and the mature luxury e-commerce cooperation authorization is undoubtedly a mutually win sales model, but also an inevitable trend of development.

Karl Lagerfeld, a 79-year-old French fashion designer and known as "The Lagerfeld", has pointed out that luxury goods will always have a consumer market because "We create a product nobody needs butpeople want" ( We create products, although people do not need, but still want things, luxury with his unique charm to attract a large number of enthusiasts and consumers, luxury e-commerce will certainly be in the overall development of e-commerce in the good momentum of healthy development, A lot of luxury electricity business said in 2013 there will be no small changes and reform and innovation, the market after a round of rational shuffle will have how the development and change, we still do not know, but one thing is certain, the existence of luxury E-commerce has become a brand business can not be ignored the strength, There will be more brands and E-commerce in the future, this will also lead to the development of e-commerce in luxury goods industry, the 2013 luxury E-commerce will be how the performance let us wait and see.