The core of the competition of luxury goods dealers is not cheap in convenience

Abstract: These days, not what goods as long as the two words on the electric quotient, you can wind. Luxury is an example. Recently, it has been hailed as the fastest-growing luxury electricity dealer in history. Input URL is directed to a domain registration machine

These days, is not what goods as long as the "electricity quotient" two words, you can wind. Luxury is an example. Recently, it has been hailed as the fastest-growing luxury electricity dealer in history. After entering the URL, it is pointed to a domain name registration authority. Once much sought after, all kinds of "goods" word of the luxury electric dealers have now or collapse or transformation, the market has begun to rout. This reporter interviewed this newspaper think-tank experts, Wealth Quality research Institute Dean Zhou Ting.

When luxury goods encounter electricity business

Public information shows that the Prestige network was established in 2010, officially launched in August 2011, by the Shanghai Huatian Flourishing Electronic Commerce Co., Ltd. operation, positioning luxury electric dealers, to provide luxury goods, fashion clothing, beauty 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.

According to media reports, the game after the investment of the Prestige net in 4 months on the line set a sales record, completed a number of similar sites one year of sales. The initial sales figures are very beautiful, how to talk about rout? Moreover, the sales of China's luxury goods dealers are still growing in numbers. According to the China International e-Commerce Research Center, 2013 Sales of luxury goods dealers were 20.82 billion yuan, an increase of 34.8% per cent, compared with 27.43 billion yuan in 2014.

In Zhou Ting's view, the biggest problem for luxury goods dealers is not in market capacity, but in business models that do not fit.

Zhou Ting Classified the Prestige net as "vertical electric Dealer". "Can be said to be a distributor or channel business model, to do is downstream, to the product as the core, but in the face of our current job-hopping users-only to see the price is not low enough, so that entered a dead end, no matter how many of the financing is not enough to burn." Zhou Ting explained that the vertical electric dealer has a misunderstanding, always think that low price is the core competitiveness, in fact, the core of E-commerce competition is convenience.

Electric dealers can only be the world of cock silk?

It has been concluded that luxury goods are not suitable for China's electric business industry. One is loaded white rich beauty, one is poor cock silk, two people how can hand harvest happiness? A survey of domestic people in a foreign information agency showed that respondents spent 1397 yuan per capita on a net purchase of luxury goods. It can be seen that the purchasing power of Chinese luxury electricity buyers is not high.

But the luxury is also the electric businessman has to pay attention to a product, the most basic characteristic is the customer unit price is high, even if the client group is very narrow, but the purchasing power is formidable. No matter how, the age of free love, you can not stop the cock silk fell for the Bai Fumi?

Luxury electric business in China is the past five years, 2008, 2009 just Bud, Start, 2010, 2011 into a rapid and brutal development period, began the original growth, to 2012 years, many luxury electric dealers appear shortage of funds, downsizing, structural contraction and other issues, The whole industry into the shuffle period. For example, catwalk network not only sell luxury goods, it became a fashion big department store, five Avenue began to push the designer brand, these two years, many luxury goods electric business transformation success, survived.

What is the future of luxury electric dealers

Although a prestige net falls, but in the eyes of experts, for luxury goods, this year is a particularly good market opportunity, the future is quite optimistic.

"Our investigation found that at the beginning of this year, high asset customers have greatly increased their acceptance and attention to online shopping. In addition, the development of mobile terminal mobile payment has also provided a convenient condition for developing luxury electric dealers. Finally, luxury brands are also learning, and they realise that there is no need to drive so many stores. Effective control of the number of single stores, improve the experience of a single shop and service capabilities, on the one hand, the overall management costs down, on the other hand, from the line down to the online conversion rate has also increased. "Zhou Ting explained.

For the future development of luxury goods, Zhou Ting believes that the first is to establish a large platform of electric dealers, seize the high-end passenger flow; At present around us, some brands have begun or are preparing electric business, such as Prada, Armani, Net-a-porter group, and so on. Oneself to create a complete supply and demand chain with characteristics, is the luxury of the industry to go the road.