Luxury electricity dealers ' closure experience imperfect

In the eyes of luxury electric dealers, it is difficult to make a way for China to drain such a huge market of luxury goods into the line, and it is hard to make a living, and in just four years, luxury electric dealers have been confronted with the change of "group buying", from the inflow of hot money, to the frantic expansion, to the news of closing and A luxury electric dealer, once favored by the industry overnight, has become a spent power.

Luxury Electric Business Website fate

Recently, there is news that another luxury goods company website--VIP Prestige Network closed down. It is reported that the VIP Prestige network was established in 2010, officially launched in August 2011, by the Shanghai Huatian Flourishing Electronic Commerce Co., Ltd. operation, positioning in the luxury goods, to provide luxury goods, fashion clothing, beauty and skin care products. After one months on line to obtain the soft silver race rich investment, become the fastest in history to get rich investment enterprises.

It is reported that after the game rich investment in the Prestige net on the line 4 months time set a sales record, completed a number of similar sites one year of sales. At the same time, the Prestige Network has established the QVC Association, lets the more status person bring out some limited expensive product to do the bazaar, thus further promotes the prestige net in the user group the high-end integration ability. In fact, a short-lived boom does not obscure the problems of the market itself.

Earlier, as a result of the economic crisis, leading luxury goods manufacturers a large backlog of inventory, at this time, the United States luxury goods network gilt to the membership System + discount model on the tail cargo clearance, a great success, and then the business model was quickly followed by gome entrepreneurs to follow, a time of five avenue, only the goods will, walking Show network, such as luxury

According to the Chingko Research Center statistics show that from 2010 to the end of 2011, China's equity investment Market has disclosed that with jewellery, jewelry, clothing and other luxury-related E-commerce site investment events have occurred 23, the disclosure of funds of 21 investment events amounted to 529 million U.S. dollars. Among them, the wedding ring net, diamond birds, ke lan diamond nets, Zokai and other jewelry sites, gathers still net, Jiapin net, Shang net, famous discount net, Temple Net and so on luxury website all obtain the support of venture capital. Time luxury electric business industry, but a variety of accidents also ensued.

From the second half of 2011, the luxury electricity dealers showed a weak trend. A large number of luxury electric dealers appear capital chain shortage, downsizing, structural contraction and other issues, the entire industry into the shuffle period: December 2011, luxury website "Call ha Network" founder Lian was swept out; December 31, 2011, NetEase's "NetEase still goods" declared closure; In the past, some high-profile luxury sites have also been reported layoffs, February 14, 2011, there are news that the goods net was suspended because of the wind investment and layoffs.

In addition, with the continuous expansion of the electric business platform, the Cat, Beijing and east have dabbled in luxury category, which makes it more difficult to live in this vertical area of luxury sites, close to the only way out.

Fakes, lack of experience is the key

In the case of the luxury electric business, there is a point of view that the domestic luxury goods supply pressure is the main reason for the unsustainable luxury sites, but there are also analysis that the commodity attributes of luxury goods and electrical sales channels of the audience have greater access, the goods and channels do not fit the cause of the failure of luxury goods manufacturers.

In the understanding of the reporter found that most of the luxury goods dealers site to special selling, concessions for the selling point, and the main consumer of luxury goods have a certain consumption capacity of the high-end crowd, they are the pursuit of luxury goods with high prices, limited and other requirements, and luxury sites on the product models are mostly classic or even old money, This does not appeal to high-end consumers, and instead, consumers are at risk of being fake, which is not a good deal.

Second, people buy luxuries in addition to consumption, the main enjoyment is the process of consumption, luxury goods shop most of the exquisite decoration, shopping guide is the "Customer is God" the purpose of practice to the extreme, or even after the sale, but also to obtain a more comprehensive commodity maintenance services, these are not available through the electrical business channels.

And for some only focus on commodity brands of the general consumer groups, their consumption capacity is more limited, often tens of thousands of luxury goods destined to their purchase frequency caused by restrictions, which is leading to the only goods will be the ultimate trend of luxury sites to transform one of the reasons. In addition, foreign luxury brands directly into the domestic on-line online store also on the luxury electric business platform has a certain impact.

At present, the industry's relatively good operating conditions to calculate the temple network, which is a collection of luxury online sales, idle luxury consignment, luxury appraisal, luxury maintenance services, such as a number of business in one company, "We are not the sale of goods sold agents, but service platform." "This is the position of Song Yuwei, the vice president of the Temple library."

It is understood that the temple network to O2O model into the luxury electric business, online, temple network and the ordinary luxury electricity website is no different, through the agents of the goods, brand goods and users consignment goods through the market, offline, temple network set up "club" to experience the main, to provide display, trading, identification and maintenance services.

It is concluded that because of the particularity of luxury location, it will not be the same as other goods online can be easier to buy and sell transactions, it requires a more comprehensive pre-sale experience, it is understood that the future temple will also develop Paris, New York and other overseas urban tourism business, and the service model extends to the star hotel, Michelin Samsung Hotel, and high-end customized tourism services and other fields.

Conclusion：

For luxury electricity website, in addition to the supply of pressure and fake, experience and other issues, there are categories of goods covered, luxury is not just a simple cap and shoe bag, as well as luxury yacht, Hao car, high-end furniture and other types, this needs to be based on a sound consumer experience. Therefore, the simple sales of luxury sites is no future, focus on experience and services to find a way out.