The development of luxury electric dealers in winter and spring

Although the last few days is very cold, but spring is really getting closer to us, another few days to the beginning of the moment, the arts and youth may be wearing a down jacket shouting: Spring.

The Spring Festival has passed, now people have gradually come out from the siege of the syndrome, now is a thorough 2012 years, but still can not stop group buying site increasingly fierce thousand regiment war, and how many businesses shut down, and in this big event, the luxury electric dealers finally did not hold live, dress up the fashionable, Follow the Thousand Regiment war, so the luxury electric business of the collapse of the tide also slowly opened the curtain.

Definition of luxury goods

At present, the industry now said that luxury goods for light luxury, refers to the price of thousands of yuan to million or so in the middle-grade goods, neither like the fast fashion brand to become street licensing, and prices than LV, Gucci and other international front-line brands much cheaper. The domestic light luxury website sells the product, mainly includes the international first line brand discount commodity and the two or three lines brand commodity, the main commodity is cosmetics, the fashion, the luggage, the tie, the wallet and so on.

ago

The same as group buying, the 2011 luxury website development is also unusually rapid, from 2009 to 2011, 3 years of time there have been more than 40 luxury sites, in this relatively long list of luxury sites, both professional products network, excellent public network, love luxury shopping, only goods will, walking show nets, there are Sina, NetEase and other portals of the vertical web site, Jing Dong Network is the opening of luxury channels, at the same time, the development of the electric business is also causing media attention, micro-blog on the luxury account also began to become more, and some micro-blog has begun to profit.

Situation

Last December, the luxury vertical network of internet merchants was hacked, the site is stagnant, until now the site page is still unable to display; Then, NetEase's luxury shopping website "NetEase still goods" issued a notice, from January 1 this year 0 o'clock stop service; January 9, the product gathers the net hangs out "regarding the company to carry on the liquidation, Suspension of the relevant business announcements, officially announced that the company because of the broken capital chain can not continue operation, the website last November 11 officially online.

Too many of the luxury goods electric business site at the same time, intensified the competition in the industry, on the other hand, the new development of the industry has always been a destabilizing factor, although investors see the potential of the market, but there are group buying site first, some concern, more people began to take a wait-and-see

Analysis: Factors restricting the development of luxury electric dealers

1. Sourcing.

Internet expert Hao pointed out that most of the light luxury sites rely on buying hands to obtain supplies, so that the supply is extremely unstable, and some large brands in order to protect the interests of the entity stores, almost unauthorized website sales, "If you can not solve the problem of supply chain, light luxury sites will die no doubt". "Another consequence of instability is that the quality of goods is not guaranteed," he said. Hao said, "Once the quality is not guaranteed, the light luxury website will face a large loss of consumer groups risk."

2. Good faith.

Luxury consumer groups are relatively small, because the price of these goods, making these consumers in the purchase of the time is unusually careful, many buyers are worried that the merchant more goods are not genuine, therefore, the luxury electric business site should be more than the General Electric site more than a good faith mechanism to let the buyers convincing.

3. Experience.

Now all of the electronic business site has recognized the importance of experience, each of the surprise to introduce their own experience, to experience the first way to attract buyers, all the business to go in the preceding list has been a great success. The experience is even more important to the luxury electric business, said Yinghigo, a professor at the School of Trade and administration at Chongqing University, noting that the consumer psychology of luxury goods is completely out of the way of online shopping and that light luxury sites must do more to enhance the consumer experience.

4. After-sale

It is reported that the international luxury goods business network sales are very cautious, directly authorized to the third party network platform is almost zero, and the current domestic luxury sites are the goods are to take advantage of foreign prices, from foreign purchase come in, the network purchase platform did not obtain authorization and customs declaration form. From this, users buy products If there are flaws, after-sales service is difficult to protect, or even return.

5. Risk

Through the 4th above, You can see the risk of a luxury website showing off on the business side: 1. Foreign first-line brand is not possible to the domestic electricity dealers authorized, there is no authorization means that there is no trademark right to use, at any time by the brand to sue or the risk of investigation by the Commerce and Industry bureau; 2. Once the customs found that there are luxury goods, in addition to pay tariffs, may

Foresight: rapid development, or will fall into the tide of bankruptcy

Under the influence of the whole electric business industry, one glory and one loss, the electrical business to expand the luxury goods also with the expansion of electric power, there entered the era of the Thousand-group war, this side began to collapse. It turns out that a short period of prosperity is all hypocrisy, quweicunzhen, and nothing left.

But this is a trend of the times, as long as the market is rich to earn crowding, indiscriminate, do not consider the way out, there are planning the rise of the front row bosses, will stand in front, only rely on short-term financing of the "Up-and-comer", and hope to survive it.

Observation: The development direction of luxury goods electric dealer

1. The luxury electric dealer establishes the offline mall entity shop.

There are 2 advantages to building an offline mall: One is to solve the user experience problem, if buyers can see the kind, as long as buyers like, not too high demand for goods, even imitation products are mostly acceptable; second, through the physical store to the international famous luxury brands to send invitations, agents of their products, if it can be achieved, Can sell these luxuries in a justifiable fashion.

2. Under-line luxury goods merchants build their own website of luxury electric dealers.

Luxury business has a unique advantage, even if some well-known brands of agents, also have their own stores for the display of goods, priority to do the user experience, if these businesses can build a luxury electric website, the line on the same time operation, sales will be doubled, but on the electricity business site, the need for considerable capital investment.

3. Luxury Electric Dealer's website and offline business associates.

The luxury goods dealer's website and these offline merchant Union, set up a special channel, the price aspect enjoys the discount, thus may guarantee the commodity the genuine supply, but whether the commodity manufacturer allows its proxy to do so, is an unknown.

4. Establishment of Third-party integrity Monitoring mechanism.

In the case of the current luxury electric dealers can not directly with foreign manufacturers to establish cooperative relations, it is necessary to establish a Third-party monitoring platform, the role of the third party is not to help the luxury goods dealers to cheat, but to do a fair, to the buyer formula for a certain commodity situation, but also need to open the business, The situation of the product should be marked so that the buyer no longer have a crisis of confidence.