Power supply channel chaos low price credit crisis cause luxury panic

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

South du comics: Zhang Jianhui

After the shuttle watch to the electric network to buy "fire", with luxury crystal jewelry known as Swarovski, recently announced: The company so far, not in the Chinese region to authorize any website to sell Swarovski products. The spear pointed to Jingdong mall.

Since then, the LV, GUCCI, Coach, Prada and other luxury brands have come forward, declaring "unauthorized Chinese website for commodity sales."

In this way, has always passed the self-confidence and brilliant Jingdong mall, stood the forefront of public opinion. Before this, there has been a network of calls, NetEase still goods, product poly Network of these luxury electric dealers are behind bars, to collapse.

The main characters of these stories are different, but the internal mechanism of the crisis is in fact the same: RIP China's luxury net shopping market red coat, supply channels is quite confusing. and "simple electric quotient and luxury two superimposed together, to the mass electric Trader's operation Disk path to operate luxury goods, doomed to fall into the ' low price whirlpool, credibility crisis ', will eventually into their own dead end." "Zhou Ting, executive director of the Research Center for luxury and economics.

"Unauthorized" Let the Electric Dealer "very hurt"

"In China, there is no authorized East Jingdong Mall, the excellent Amazon sales of Swarovski products." At the same time, so far there is no website in China authorized to sell ' Swarovski ' products. Recently, a statement by Swarovski will always convey the confidence and brilliant Jingdong Mall to the forefront.

This is after the "Day shuttle table" publicly accused Dangdang, another luxury brand denied the electric dealer sales channels, and LV, GUCCI, Prada and other luxury brands have made similar statements.

According to the reporter not complete statistics, the current Jingdong mall sold Swarovski products up to 7 pages, nearly 364 products. Jingdong Mall related responsible person in the south are interviewed reporters said, "Jingdong Mall sales of" Swarovski ' and other luxury brand products are from the formal channels, suppliers and brand manufacturers have a legitimate enterprise qualification, and complete commodity procedures with formal commercial invoices, is in line with the laws of the People's Republic of China's legal provisions of the regular merchandise. In addition, Jingdong Mall and related suppliers within the scope of the law will be solely responsible for these goods-related after-sales service. ”

And for specific supply channels, Jingdong Mall did not disclose. This vague statement is clearly unconvincing. Perhaps, Jingdong Mall is still not very sure "legal boundary" where, also has not seen its Swarovski, LV, GUCCI, Coach, Prada and other brand products from the site up and down.

If you do not get the brand authority, Jingdong Mall and other electric platform for the luxury goods source, is from where, is true and reliable? This has sparked doubts in the industry.

Three main channels of supply chaos

"At present, more than 80% of the luxury goods in China's electricity industry have not been directly licensed by manufacturers," according to Wang, a research fellow of CIC's IT sector. ”

and the Internet purchase of luxury goods channel is quite chaotic, in the industry is actually an open secret. "There is a sunny passage, from the brand to obtain a part of the product line of direct authorization, there are gray channels, overseas purchasing or from distributors, factories, outlets and other channels ' sweep the goods ', there are black channels, directly from the buy hand, Shenzhen, Dongguan and other fields into a high imitation of a goods. Zhou Ting, executive director of the Research Center for International Trade and Economics, said that the "honey" at home and abroad is a high price difference for luxury goods, which gives the stakeholders in the supply chain a space for speculation.

In the head here, "the overseas purchase takes is ' The ant moves ' the way, the supply extremely limited." If you go to the entity dealer to take goods, take the price is generally the retail price of more than 70 percent, the prices in the network sales obviously do not have the advantage, not to mention the money can get the goods. "Million Watch network CEO Xiaoxiao said that the site in order to do performance to the wind, with" low-cost "to buy" sales ", will inevitably take risks, rely on high imitation a goods pull low commodity prices.

The supply of luxury goods online is a worldwide problem.

The tangle of brand authorized network merchants

Previously, Jingdong Mall CEO Liu (Weibo) has also said to the media, "we will bypass distributors, and luxury brands directly talk about licensing." ”

"But this is a lengthy negotiation process, and the authorization of a first-line international brand is generally discussed, at least three years." "Walk Show Net CEO Guiven frankly.

Even more troubling, international big-name brands such as LV and Gucci have repeatedly claimed that no website has been authorized to sell its products in China.

Louis Vuitton's largest customer base is in China, according to the CLSA report. 18% of Gucci Group's clients are Chinese, and the Bulgari group's Chinese consumers account for 14%. In the face of such a rare opportunity, why should the international big-name "put the fat into the mouth"?

"In addition to the electricity supply may cause confusion, international big-name may also want to have cake, through the official website or network flagship store directly." In recent years, international brands in China to increase the pace of direct battalion, the drastic reduction of Chinese distributors, the logic is the same. "Zhou Ting analysis.

But because of all the wishes, the international big-shot may be dashed. Before long, the luxury brand coach and the cat operating the first network official flagship store, only two months of operation, posted out of business notice sadly retreat.

Brand Licensing standards

The conclusion is obvious, luxury goods electric dealer ≠ luxury + electric quotient, use the popular electric trader's drive path to manage luxury goods, it is easy to enter a dead end. On the contrary, the operation of the luxury of thinking to operate the electricity business, the same is dead.

"Nowadays, luxury brands must have a deeper understanding to attract the most loyal consumer groups, to promote their products in an intimate, quick and one-to-one manner." "The key is to find the right direction," said Greg Furman, founder and Global chairman of the International Luxury Goods Association.

And what he called "the right Direction" refers to the right network of distributors. "For example, the site's customer experience is good, after-sales service, Web site on the brand have what, absorb the consumer groups are what and so on." Zhou Ting said, where this standard and traditional Web site pay attention to the flow of import, image layout, page design is quite different. This is why some international brands prefer the "five avenue", rather than the prestigious Jingdong mall.

However, the brand may misunderstand the Beijing-east. In fact, we emphasize convenience. "Liu has said to the media, convenience is reflected in the introduction of new products as soon as possible," such as in Italy just listed 10 days of new products, the future may soon be seen on the 360TOP. ”

This is a very localized handwriting. But not necessarily accepted by consumers. "We have also spent a lot of effort on producing the beautiful greeting cards, which are signed by the C EO, attached to luxury goods and sent to consumers." Unfortunately, they are only concerned about whether the package is authentic, new styles, greeting cards are readily lost, almost without a glance. "The CEO of a famous luxury website said to South reporters.

Subtle game

"China is a valuable market, whether it can maximize value, depends on the value of operators." Zhou Ting said, "China's luxury market has been spontaneous past 20 years, 2011 years after the market to where?" Who can go on and on? What is the excitement of the market? These issues deserve to be considered by all the luxury-goods industry stakeholders.

For the moment, "most luxury sales dealers use their own capital to buy, and then sell through their own pricing mode, actually originated in Hong Kong second-hand luxury goods trading, and then extended to other brands of the sale." But because the quantity is small, therefore did not affect the brand shop sales and the price. However, the rapid development of China's domestic electricity, web site procurement and consumer demand are very large, online discounts will disrupt the price system of the store commodity, so the luxury brands will not generally cooperate with the Third-party network. Said a luxury senior.

Even if you try to co-operate, the electric business platform will follow the wishes of the luxury brands and provide value-added services such as "product managers deliver door-to-door", as required.

For this "customer bullying shop" mode of cooperation, not authorized by the Jingdong Mall, will compromise it?

Industry view

Kun, Chief executive Officer, China Representative office, World Luxury Association

Not only is Jingdong mall, in fact, there are few luxury sales companies in the electronic Commerce Channel to authorize. In fact, such sales are strictly not in line with the legal requirements.

CIC Consultant IT industry researcher Wang Ningyuan

Jingdong Mall This alleged infringement is fundamentally a violation of the interests of luxury goods manufacturers. The balance of this benefit will be the key to solve the online and offline channel coordination, and also the key to the field of the luxury industry to the electric business.

Reporter observation

What is the source of "Swarovski" on the net?

"In China, there is no authorized East Jingdong Mall, the excellent Amazon sales of Swarovski products." At the same time, no website has been authorized to sell Swarovski products in China. "A statement by Swarovski has pushed China's electricity dealers ' luxury goods sales to the forefront," he said.

In recent years, with the rise of luxury consumption in China, following the rise of Taobao overseas purchase of personal sellers, only the goods will, Shang nets, excellent network, such as a group of focus on luxury sales of the site emerged, then Jing Dong, when also began to dabble in related fields.

Although Jingdong Mall has repeatedly stated that the sale of "Swarovski" and other luxury brand products, are from the formal channels, complete merchandise procedures and with formal commercial invoices, are legal channels. But for the specific supply channels, Jingdong Mall did not disclose. The credibility of its claims is inevitably greatly compromised.

Luxury brands generally do not work with third-party networks because discounts on the internet can disrupt their store's commodity price system, a luxury senior told reporters. "The general online channel is to sell the variety of the season, generally from the distributor or agent procurement, or the buyer's team from abroad to buy." ”

The reporter inspected the website of several electric dealers and found that the products of Swarovski products and Swarovski elements still in Sale were sold at a discount of 20% to 50% compared with the offline entity store. In contrast, the recent sale of Swarovski in Guangzhou, not many discounts, and according to the store staff revealed that the minimum 30 percent of the merchandise is in half a day after the empty. "A similar promotional activity is up to 1-2 times a year," the clerk added. ”

Top luxury executives believe that most luxury sales dealers use their own funds to buy, and then through their own pricing mode of sales, in fact, the earliest from Hong Kong. "Such shops in Hong Kong are the first to sell second-hand luxury goods and then extend them to other brands." But because the quantity is small, therefore did not affect the brand shop sales and the price. "But he thinks, the domestic electric business development is rapid, the website purchase quantity, the consumer demand is very big, plus the price difference is obvious, so the contradiction highlights." "The recession in Europe and the United States, luxury brands to focus on the Asian region, the domestic nearly two years is a substantial increase in the store, the two are fierce competition between." ”