The Battle of the day Shuttle: the dilemma between the luxury and the non-power trader

Facing the surging impact of the electric business platform, high-grade brand is to stick to the traditional channels or find a way to sum.

Swiss watch brand Day Shuttle and Dangdang competition shows the electricity business and brand contradictions intensified. On the eve of the Father's Day in June, Dangdang launched a high-profile market price 75 percent Sales Day Shuttle table activities, was angered by the shuttle quickly issued a statement: Dangdang on the day shuttle table without authorization, shuttle does not provide after-sales service.

In this regard, Dangdang CEO guoqing on the one hand, stressed that their products are "real goods", at the same time openly expressed the hope that the shuttle authorized, it seems that the intention to seek cooperation.

This is not a case, with the public consumer goods to embrace the platform is different, shuttle such high-end goods and even luxury products have been to resist the electric trader. The electric dealers are surging to the brand's physical stores at a tempting low price, and luxury goods must find a way to deal with them quickly.

The electric business sentient brand has no intention

Dangdang a "Watch between the Jinbao Ring Series Men Table" Price is 1980 yuan, the equivalent of the shuttle market price of 60 percent.

June 17, shuttle China issued a public statement: Shuttle has never authorized Dangdang sales shuttle products, for when the sale with the day shuttle trademark products of the legal liability, should be borne by Dangdang alone. Sternly worded.

Day Shuttle said, only in the shuttle special dealers purchase the day Shuttle table, can enjoy the "global" service, and Dangdang sales of products can not enjoy this service. Shuttle and shuttle in the domestic authorized service center will not be Dangdang sales of products to provide any quality service. Shuttle also said that the infringement of the shuttle's trademark or goodwill will take the necessary legal action.

In this respect, Dangdang CEO Guoqing in its microblog response said, not authorized is also true goods, please consumers "rest assured to buy."

According to one of the shuttle stores to reporters, shuttle to the counter to buy products to provide two years of free repair services, two years after the service will be charged. If the product is not purchased in an authorized channel, but is verified to be authentic, it can still be paid for the warranty service, but not a two-year free period.

In several encounters, Dangdang's attitude has been relatively moderate. First of all repeatedly stressed that they sell authentic licensed, Guoqing also added on Weibo, although played 75 percent, but not below the cost of sales, do not violate the "anti-unfair competition law."

"Certainly look forward to the day shuttle authorization, so the style is more." Guoqing said on Weibo. Reporters have left a message to the parties, but as of the failure to receive the reply

Whether it's from selling books to the start of the Dangdang, or from the IT equipment began Jingdong mall, as well as the efforts to expand the business of the Taobao Mall, they are trying to high-end consumer goods and even luxury products into their own product line. In Jingdong Mall, the price of tens of thousands of of the Omega Watch has been listed on the "shelves."

Unfortunately, the electric business sentient beings, the brand is unintentional. Casio early in the shuttle before the public Dangdang, excellence Nets, Jingdong Mall accused of all over. It is noteworthy that the brand only said "no authorization", but did not categorically identify the other side of the sale is "fake." ”

The "channel Revolution" of luxury goods headaches

E-commerce is changing the world, and luxury brand is still unlimited nostalgia for traditional channels. Culture, history, consumption experience, all rely on traditional stores to the consumer transmission.

The shuttle is a Swiss watch that has a history of more than 150 years and was incorporated in the Swatch (Swatch) group in 1983. Information shows that the shuttle in China for 10 consecutive years at a rate of 10% annual growth, and at the end of last year to become China's largest import watch sales manufacturers.

Shang, director of the luxury management program at Peking University and president of Italy fashion management consultancy, told reporters that for many luxuries, the existence of a Web site was annoying.

The site to win at a low price, once the scale expands, will impact the brand store product sales, the entire channel price system has been disturbed. Second, some Web site control is not strict, resulting in online fakes rampant, seriously damaging the reputation of the brand. This is a great taboo for luxury brands that attach great importance to quality and customer experience.

In addition, for the brand, a part of the cost of the sale. For their own authorized channels, the brand can calculate the cost of sales, and those who do not have low-cost online products, if you want to "rub" the brand after-sales service, the brand is very disadvantage.

One thing that cannot be quantified is that the selling point of luxury goods is "customization, privacy, and dignity", and the shop will break all this.

Is slightly June management consultant Zhu Zhenji told reporters that in the watch this segment of the industry, the brand to a level of agents at the lowest price is only 75 percent, some of the rules are up to 80 percent. Calculate the channel cost, to the store this level, the store long hand discount right already very meager.

Dangdang played the 175 percent price, almost below all stores.

The electric dealer pushed the brand into a dead end. Any luxury brand that is still doing business is facing a similar confusion. No one is willing to take the initiative to leave the traditional channels of gravity, but has become a large number of Big Mac platform, coupled with countless, monopoly luxury small business website, every day in the ferocious grab share.

Lauder is one of the earlier companies to open its own corporate platform, and its two brands, such as Lauder and Clinique, can be purchased online. The company's external explanation is that this approach can be convenient for the special counters are not paved to the city. But because of the price of the site and the same as the store, it does not solve the fundamental problem. Cheap products are still being sold on a variety of websites.

The lifeblood of the supply that cannot be severed

If the electric dealer sells the counterfeit goods, the brand can sue directly. The difficulty is that many of the electric dealers are really selling real goods.

Electric Shangdou hope to get the luxury brand authorization, aboveboard cooperation, but the other side are all reserved, electric dealers so selfish found their own source.

Reporter interviewed learned that the largest source of electricity from the brand's agents, especially in the region's first-tier agents, followed by the gray smuggling routes, and some sources, is the size of the electrical business recount, from the foreign Austrian to Amoy. The price spreads at home and abroad are not small at all, and the Otterlesry products are surprisingly cheap.

Since not willing to cooperate with the electric business, luxury brands why not cut off the source, so that the electrical business do not bricks it?

The reporter learned that the current luxury industry is a major trend, the brand from the agent's hands to recover the right to direct battalion, but there are still many brands rely on agents to operate. In this segment of the watch industry, the agent model is particularly solid.

Shang told reporters that many watch agents from Hong Kong, and brand cooperation for dozens of years, close relationship. It's hard to say who the two sides are in the strongest position. It is not easy to add a "no supply to the electric dealer" in the agency agreement.

For agents, online sales more than a channel for the promotion of sales benefits, as for the brand image, physical store impact, they consider less. And some of the weaker watch brands, they do not dare to negotiate with the foundation of a deep agent conditions. Some agents at the same time agent a number of watch brands, in the channel for many years, do not do the family can do the agent, they shuoyibuer.

It is also estimated that only a large luxury group, such as Lishing, which has many of the top watch brands and groups to fight, has the ability to control the supply, Grim said.