Luxury goods move slowly and cautiously along this road

From the beginning of "Talk about the net color change" to gradually "net", luxury goods in this road upward slowly and cautiously. But based on the Chinese people's enthusiasm for luxury goods and big-name brands, the electric dealers are still tireless in the reclamation of domestic luxury net shopping wasteland.

Eric Consulting (micro-blog) predicts that the 2015 China's Luxury goods network transaction size or up to 37.24 billion yuan. The electric dealers who kill each other expect to get a few more from them. However, non-luxury brands are officially authorized to purchase channels like a stealth bomb, at any time may explode to block this source of funding.

Recently, Dangdang (micro-BO) exposure to sell fake Casio watches is a typical case, some people in the industry to the "First financial daily" (Micro-blog) reporter revealed that at present, 99% of the domestic luxury network to buy electricity products are not authorized by the brand, the vast majority of parallel imports (that is, through the unofficial channels of wholesale products), This means that these channels in the circulation of products can not be guaranteed to be authentic, consumers are also the risk of buying fake and inferior goods.

On the other side, foreign luxury online stores have landed in China. Yoox, the world's official online retail partner for famous fashion brands in 2010, announced its foray into the Chinese market, while Net-a-porter, the luxury group's network store, officially entered China this March.

Facing this internal and foreign situation, the vice president of Kapp, Angela Merkel, said in an interview with this newspaper: "China's luxury electronics dealers should be really committed to brand-authorized luxury goods, I do not think that based on the unofficial channel product model is sustainable." ”

However, it is not easy to obtain the official authorization of luxury brands, and only a very few luxury electric dealers in China are doing so. Why are luxury brand mandates so difficult? What are their concerns? How can domestic electric dealers make a breakthrough?

The hard power of empowerment

The industry has been rumored that a power business mister spent hundreds of thousands of to a luxury brand management talk about the issue of authorization, the result is a huff. Whether this rumor is true or false, it is an indisputable fact that electricity dealers are struggling to get a luxury brand license. As for this, the founder of the early regulars net, Chen Shizhong's deep feelings.

In the early days of business, the team of regulars to insist on and brand directly to discuss cooperation, because the unofficial channel of products can not be guaranteed to be authentic, and the continuity of supply supplies can also be faced with problems at any time. But negotiating with luxury brands is a difficult process.

At the beginning of 2010, the regulars began to talk about the issue of authorization in Hong Kong and Chloe, until the end of 2010, the regulars network and the domestic Chloe management has been mature communication, in the authorization to be highly recognized brand. However, at the beginning of 2011, when the product is coming on line, due to the change of internal policy of Chloe Europe Headquarters, the cooperation that had already Jianzaixianshang stopped abruptly.

Talk about a year of cooperation has failed to let Chen Shizhong deeply frustrated, in fact, the early two years of the business of the VIP network similar setbacks many. As for why luxury brand licensing is so difficult, Chen Shizhong's experience tells him: "Luxury brands value what you've done in the past, and if you've never had a first-line brand, then the brand will worry about what you'll do in the future." ”

The fear of luxury brands is based on past history, where a number of luxury brands have been "unrecognizable" by Chinese agents in the past, and there is a big gap between products and services and overseas, because it takes a lot of time for luxury brands to investigate and negotiate with partners.

Despite many setbacks, but the team did not give up easily, a brand to negotiate a brand, so compared with other luxury goods, the early development of the VIP network is relatively slow. Over the past two years, the brand of VIP network continues to advance, and slowly also won more than 20 international luxury brand licensing.

Breakthrough starts with change

Over the past two years, the attitude of luxury brands to the Internet has gradually changed. In the past luxury brands "talk about the color change", its high-end image seems to be and popular online shopping to maintain a certain distance, and high prices also make luxury brands pay attention to the process of shopping in the environment and service experience, but online sales are clearly not good to present these.

But Chen Shizhong found that luxury brands are also looking at online sales, and they are slowly starting to make a difference by picking up reliable online retailer partners and, on the other hand, starting their own vertical sales sites. Despite the change in attitudes towards the Internet, luxury brands remain wary of the choice of partners.

"They are most afraid of those who do not regulate the independent shop for their brand marketing policy, such as: against their will to arbitrarily priced, high-end brands and low-end brands mixed together to sell, imperfect after-sales service damage brand image and so on." Therefore, for foreign famous fashion luxury network to buy leading enterprises, the brand will be relieved a lot, this is the need for time and trust to accumulate to a certain extent to establish a benign cooperative relationship. "Chen Shizhong said.

Although the regulars network has begun to gain the trust of brands and consumers, Chen Shizhong gladly accepted such cooperation when Net-a-porter offered to test the Chinese market in the form of a VIP network. Before that, many investors have been eyeing the network of regulars.

Why only choose Net-a-porter? The licensing of luxury brands is an important factor in Chen Shizhong consideration. "The licensing of luxury goods is very complex, if you do not have the experience of traditional luxury sales to do the electric business, even if you get the VC is difficult to really do it, because you do not understand the rules of the industry's game, do not understand the customer's purchase mentality." Chen Shizhong admits.

And Net-a-porter is a famous luxury goods group calendar peak of the network stores, become a member of the peak, whether it is the traditional or network sales experience, the team can harvest a lot of regulars, the success of the brand relationship is one of them.

"At present, we have been online in China has a very special network authorized in China sales have more than 100 designer brands, the number of brands is still increasing, there are many brands are now active door-to-door to find our cooperation." "Talking about this change, now the identity of the Net-a-porter group in China, the president of the Chen Shizhong difficult to conceal the joy."

Back to the tree to cool the shade, but those who do not have a big background of luxury electric dealers to fight for authorization? Chen Shizhong bluntly: "When you see a Chinese parallel import site that puts luxuries and bargains on one page, and sometimes a fake scandal, you can understand why luxury brands are unwilling to authorize many Chinese sites." ”

Chen Shizhong suggested: "The domestic luxury electric company wants to change the past to the customer buys the mentality the view, cannot think the customer only wants to covet the cheap, the high-end guest to the website fashion degree, the service level and so on request is very high, they to the product display, the service level as well as the customer psychology assurance need to change ”