Milan Station hot: Luxury electric business dilemma has broken?

The Milan station was sold and stirred up a pool of luxury electric merchants. LV, Yintai, Temple Library three companies to participate in the bid for Milan station, the industry uproar. Prior to that, NetEase still goods, the network, such as the Internet and other luxury goods, such as the failure of the show network, Jiapin Network and other luxury goods to transform the electric business, suffering from the cold winter luxury electric business struggling. Milan Station's hot sale, is the luxury of the predicament or luxury electric business of the spring?





Milan station prostitution, not only helpless





in the Hong Kong stock market, Milan station has created a legend. In May 2011, Milan, which advocated the luxury consignment model, was listed in Hong Kong with an oversubscribed 2,178 times-fold increase of 66% per cent on the first day. Unfortunately, the Milan station legend has not continued.





Milan station reported that in the first half of 2012, net profit fell 98.8%, only 386,000 Hong Kong dollars (about 300,000 yuan) of profits, 2012 has shifted from profit to loss. Into the 2013, Milan station losses intensified. The first half of this year lost 10.3 million Hong Kong dollars (about 8 million yuan). Shares of the Milan station plummeted, with a 2.6 Hong Kong dollar listing, which has now fallen to less than HK $1.





stock prices continue to fall, the loss of increasing, prostitution became a choice for Milan station. What is puzzling is that the international luxury goods giant LV, the department store giant Yintai, the luxury goods electricity Shang to the Milan station to throw the olive branch, is also why?





objectively, the Milan stand behind the prostitution, which means that Milan station operating problems. In fact, the encounter of Milan station helpless prostitution, in line with the trend of luxury goods industry. Three of companies and luxury-related enterprises scramble to buy Milan station, people feel that Milan station hot selling like a hype drama.





LV (Louis Vuitton) brand is affiliated with the global luxury Godfather company, France LVMH Xuan Group. Another potential buyer, Yintai, is a major department store and is building luxury shopping malls in cities such as Harbin and Hong Kong. The last potential Buyers Temple Library, is a luxury sales, identification, maintenance, consignment one-stop service of the electric business platform.





is well known, the Milan station's dominant model is consignment, LV and Yintai's main camp is the luxury sale, the SI storehouse main service. It is not difficult to see, Milan station prostitution, not only poor and helpless forced to sell, there are some of the elements of speculation, but not the capital of luxury goods to the prospects of the performance of the electric business. More and more failed cases have proved that luxury electricity dealers have become a one-way street.





There is no future
the electric dealer luxury




Luxury goods is a special commodity category, with the traditional idea is to do a luxury electrical business is also inevitable obstruction. The closed NetEase Shang and the network, can be said to be a luxury electric dealer's single piling up, failure is expected. The transition from a luxury electric trader to a shopping mall and a Jiapin network has also been defeated by a single piling up of luxury and electric business models.





in the final analysis, the failure of luxury electric dealers, not to find out the core value of the luxury electric dealers, but also did not create their own luxury electric business model. As with traditional retailing, the electric quotient is still a business model in essence. In the author's opinion, the luxury electricity dealer not only sells this business model, the service can also become a luxury goods electric business model.





luxury value is reflected by the service, because the quality has been recognized by consumers. The domestic luxury electricity dealer either closes down, wants to the transformation, the root is the sale this business model has not been accepted by the consumer. To give a simple example, there is a Ralph Lauren store in New York and Chicago called the "Purple level" of a storefront, the layout of which is like an upscale living room where guests can enjoy various flavors of cocktails and one-on-one exclusive service. VIP purchase of goods, but also enjoy the door-to-door service.





to look at the domestic luxury electric sales model, and other electrical business is just express delivery services, not to be recognized by consumers is also a reasonable thing. Imagine, consumers spend tens of thousands of or even hundreds of thousands of in the Internet to buy a luxury, but the same with the ordinary online purchase of courier services, luxury value from how to reflect?





is not difficult to see, the electric business luxury single pile is no future, NetEase Shang and the failure of the network is the best proof. Therefore, if simply to move the sale of the network to the platform, called the luxury goods, the business model is not the future. But that does not mean the industry has no future for luxury goods.




The future
of
luxury electric business service model




since the simple sale of luxury goods in the business model without the future, the luxury electric dealers can only find another way out. Like the traditional electric dealer, the cat sells the platform is one kind of business model, the Jingdong sells the service is also one kind of business model. Is it feasible to sell services in the field of luxury electricity dealers?





As a special category of luxury goods, its value is not only through the commodity to reflect, such as delivery, maintenance, commodity identification, such as a series of services is also the embodiment of the value of luxury goods. In Hong Kong's luxury stores, each VIP to the shop, service staff will be sent to the VIP favorite drinks or cigars. And some VIPs will ask for luxury stores to send new luxuries home for selection. Frankly speaking, luxury goods to customer service, is the taste and identity of the symbol. It is not difficult to see the importance of service in the luxury goods industry.





since the service is so important, can the service be a way to break through for the luxury electric dealer? In the domestic luxury electric business industry, Temple Library can be said to be a typical example of selling services. Although in some media reports, Temple Library has been packaged into a serious sales of luxury goods, but in the author's view, Temple and Jingdong business model similar to, are selling services of the electric business.





Electric Circle People are very clear, temple in Beijing, Shanghai and Chengdu, the bustling areas of the establishment of high-level clubs, to provide exclusive services to guests. Unlike the traditional luxury goods store, the temple's clubhouse can not only provide pre-sales luxury shopping guide services, but also provide luxury identification, maintenance and spare luxury replacement services. To be blunt, the main function of the line club under the temple is service.





question also came, Temple Library will provide services, online role is what? Obviously, the Temple library for its own online site does not have a clear positioning. In the author's opinion, the temple site is more like a propaganda window and exchange platform. In this respect, the temple of senior executives in the media interview revealed that the temple is the purpose of the network for high-end consumer groups services, the Web site to participate in the same, are a platform.





Obviously, the Temple library service is still through the club this platform to achieve. How to put the platform on the line to become a service-oriented platform, and realize profitability, is a temple needs to solve a problem. From the operation of the Jingdong and the cat, selling the service of this electric business model is feasible. Only, the temple can succeed is still an unknown.





compared with other industries, luxury goods are a special industry dependent on services. The demand of the luxury goods, decided the luxury appraisal, the maintenance, the replacement and so on service will be a very big market. After the sale of luxury goods dealers hit the wall, the temple to walk the service-type luxury electric dealer may be a way out.





The Milan station's prostitution means there is a problem with its operations. The roots, the Milan station, NetEase still goods such as luxury electric business is difficult to survive, or lost in the model above. With the traditional electric business thinking, to do luxury goods this special commodity certainly is not feasible. As far as the present situation is concerned, the simple sales-type luxury electricity dealers have no future, the service-type luxury electric business can become a way to break through, I believe the answer will soon surface.




















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