The dilemma of luxury electric dealers: Some websites are forced to suspending the capital chain

Although the current is hot summer, but a "cold snap" is blowing the luxury electric business industry. Recently, waves about the luxury goods electric Dealer website layoffs, the fund chain shortage News regularly, some even "close", for a time, whether the luxury electricity trader enters the recession period to become the outside question. More than a year ago, many dozen "high end of fine consumption" as the banner of luxury electric business site suddenly rise, become a new star in the domestic electric business industry, and some large-scale consumer website has also launched its luxury channels, to do their best to tap the luxury of domestic consumers "potential."

In fact, recently, high-end line of luxury electric dealers are affected by the current economic environment, as well as licensing, quality, after-sales service and a series of problems. Can luxury websites break through? Or is it, as part of the point of view, a false proposition for a luxury electric dealer?

Current：

Luxury website meets cold

A little understanding of the electrical business sector knows that a business model of the electricity business from the bud to the crazy growth, the industry reshuffle again, after the remaining strong, such as the first two or three years of group buying. However, the "elimination" cycle came faster, targeting luxury sites. 2009, when luxury goods companies began to introduce China, more than a year ago, domestic luxury sites springing up, not only vertical business of the luxury web site, but also some large electric dealers, portals have entered the luxury industry, the launch of its luxury channels, or the injection of luxury sites. Show Network, Jiapin Network, the five Avenue, Sina luxury channel, Beijing-east luxury, Taobao overseas purchase, the only product will ... A series of names came into view.

However, more than a year later, the industry crisis is frequent. It is understood that Sina's luxury goods, which are booming on Weibo, have now become discount sites, and its official microblog has not been updated. Recently, there are news that some of the luxury sites have operating problems, has been the internal adjustment, coupled with the show network layoffs, cool network CEO leaving, the HA network of Wages and other news, luxury electricity merchants shrouded in a fog.

Some industry analysts pointed out that the domestic luxury sites are mainly copied foreign luxury web site model, but the expansion is too fast, fake, brand dealers do not recognize, not warranty problems burst out at one time.

Market：

Incoming channels into a mishap

As early as a year ago, the domestic luxury sites have been a burst of selling fakes, licensing and other issues. In an interview with the foreign media this June, Hermes CEO said, "80% of the goods sold on the Internet as Hermès are fakes". Earlier, Dangdang sold the day shuttle table, was the shuttle China Public said, never authorized, all in its online sales of the shuttle merchandise products of the legal responsibility, by Dangdang alone to bear.

In fact, the source of supply has plagued the luxury electricity business for a long while. It is understood that the formal source of domestic luxury sites are mainly through the various countries of the famous discount shopping malls, brand retail stores, domestic and foreign brand agents, as well as the brand to purchase these several channels. To obtain the authorization of international brand is very difficult, and in order to make the price advantage of goods, foreign discount stores, overseas retailers become the source of choice for the site. Through overseas channels of purchase, although the luxury made a "Chinese cabbage price", but at the same time to face a longer purchase time, quality and after-sales service is difficult to guarantee the situation.

In addition, the industry said that some of the luxury electric dealers exist "cut-meat" sales, that is, the sales price is lower than the cost. After a round of fierce competition, prices are down, but also to stimulate sales, but only by selling some of the fakes to make ends meet.

All these, leading to the end result is the domestic consumer to luxury goods dealers hold a "dubious" attitude. In fact, in the face of expensive luxury goods, white-collar workers on quality, brand and after-sales service with a more cautious attitude. Another part of high-end users, they are not sensitive to price, more value is the product's brand, quality and value-added.

The head of a luxury website believes that luxury goods in China have a large market, and the online platform can greatly reduce the physical store sales costs, reduce product prices. But some of the Web site's path is wrong, "different from ordinary goods, the luxury of their own profit space, luxury online sales is to emphasize quality, rather than sheer quantity, numb to spell the scale of price expansion, is the harm without a benefit."

Breakthrough：

Find a way out by personalized route

"On the one hand, the industry's own reasons, the other side is the real economic downturn caused by luxury goods dealers are operating difficulties." A luxury website leader told reporters. "September, October is the mid-Autumn Festival, 11 Golden Week, originally is the luxury sale of the peak season, last year from the end of July August site orders began to increase significantly, but this year, to now in August, still quite deserted."

Under a "cold winter", some luxury goods dealers are starting to look for a new way out. Among them, take the differentiated route, open up new areas, as well as through the line of business extension. It is understood that just listed only successful products will be the earliest positioning in luxury, and then began to try to the domestic two or three line brand extension, at the same time, the current major revenue from the special sale, rather than blindly spell low prices. Shang network recently began to high end boutique routes, focusing on clothing, bags, footwear and accessories four categories. Fangya Xinzhou Network is a line of tourism online sales and personalized advanced customized dual-line development.

"Luxury goods dealers are not unprofitable, the introduction of some foreign custom luxury goods, and even some have not entered China, take the differentiated route." In the sale of goods at the same time, but also provide perfect after-sales service, "Senior custom website," said Mr. Lin Xinzhou marketing Director. However, he admits, the market is still being nurtured.

Analysys International E-commerce Analysts believe that the opportunity for the development of luxury electronics business is to sell the domestic high-end brand products and the promotion of emerging luxury brands, brand "can be used to test the Chinese consumer brand awareness." Luxury electric dealers extend the distribution channels from line to line, which is the only way to develop them.

Some industry analysts believe that, after a period of time before the "fight", the future of the domestic luxury website will be adjusted transformation. Some continue to take the high-end route, to brand, service, customization and other aspects to bring higher value-added, and the other part, with the two or three line brand cooperation, expand the target consumer groups.