The embarrassment of luxury electric dealers: the market is vast but the business is dismal

The electricity business promotion has died down, always wants to write something, but can not find the bright spot except the old-fashioned price war. If the difference is the same as in previous years, that is, this year's electric sales promotion, luxury electricity Shang announced 1 billion luxury goods to participate in the promotion. In the event of the luxury electric business in the cold, Temple Library This approach is indeed surprising. The idea that the physical luxury shop does not promote has persisted for hundred years, the luxury electricity dealer such big amount promotion, whether behind has the other reason?

The dilemma of luxury electricity dealers

Since 2008, luxury electric dealers, after 2010 years of the Great Leap Forward era, are facing life and death robbery. After the grand and NetEase luxury shopping platform closed, the luxury electric business call Ha network in the executive fled, the site was black, employees pay no door and closed. Before entering the domestic market foreign luxury goods brand, some because of poor operating conditions to narrow the front, some simply exit the domestic market.

At the same time, the domestic luxury market is growing at a high speed. China E-commerce Research Center data show that 2009 China luxury network shopping market transaction size of 2.86 billion yuan, 2012 reached 17 billion yuan, 2013 is expected to exceed 20 billion yuan. Boston Consulting released data that the current Chinese luxury goods online sales accounted for only 3% of its overall sales, while in the United States this ratio is 12%.

One side is the prospect of a broad market, one side is the status quo, the luxury goods dealers into survival difficulties. Why is the luxury electric business so tepid under strong demand?

The reason for the current plight of luxury goods dealers is, for the most part, three. One is because of the proliferation of fakes, the second is that the after-sales service is difficult to correspond with luxury brands; third, successive price wars have caused a strong impact on luxury brands.

The overflow of luxury goods has become a sharp problem in the development of luxury electric dealers, but also the mishap of luxury electric dealers! Dangdang "Day Shuttle table Storm", Poly-Mei excellent products are referred to 90% of fakes have caused a stir. Hermes CEO Patrick Thomas has said publicly that 80% of all internet shopping is counterfeit, and it has slapped many luxury sites.

and the after-sales service and user experience, is also a luxury electric dealer's another big hardware. Luxury of the audience is high-end users, after-sales service and user experience has an unusually harsh requirements. Imagine, users in the luxury electric platform spent 50,000 yuan to buy a table, the distribution services and ordinary online shopping no difference, and the physical shop experience is quite different, so the experience will undoubtedly make the value of luxury goods discount.

Objectively speaking, the luxury electric business is now difficult, sourcing is not a problem, the operating mode is the crux of the matter. With the operation of traditional goods of the electric business model to sell luxury goods, the wall is inevitable, some luxury sites so poor management and the collapse of the logical.

How luxury electric dealers break the board

Faced with the grim living environment, only the goods will, Shang network, walking Show network, such as luxury goods dealers began to change, reduce the number of luxury goods sold. For this kind of transformation mode, can only say is gradually dilute the label of luxury goods dealers. Shangxiang, who was vice president of the show network, said in an interview with the media walking show the total amount of luxury goods accounted for 5%~10%, the customer unit price of 300 yuan; another luxury electrical goods will appear to sell some luxury goods, very high-end appearance, but in fact its average price has been down, From the original 300 yuan to go to the present 160 yuan.

Strictly speaking, the only product will, Shang network and catwalk network has not been known as a real luxury goods electric dealer. To this end, the luxury electric business how to break the bureau, the dilution of the luxury Goods Dealer label transformation is not the right path. What do you say about luxury goods dealers?

As far as the current situation is concerned, the two most important tasks for luxury goods dealers to get out of their predicament are: one is to improve the user experience, make sure that the shopping experience and after-sale service experience are in line with the high-end positioning of luxury goods.

In the after-sales service experience, excellent public, Shang network and other luxury electric Shangdou has been with the major luxury brands have completed the docking, the realization of the online shopping, offline entity stores enjoy the progress of after-sales service. However, there are still many deficiencies in the shopping experience and the distribution experience of the luxury electric dealers. In order to improve the user experience, temple in Beijing, Shanghai and Chengdu, three cities set up high-end clubs, to provide users with luxury consignment, identification, conservation and online distribution services.

Indeed, the temple of this approach will be the sale of luxury electric dealers landed, shopping experience can be a qualitative leap, but the problem of the proliferation of fakes can be curbed? At present, a number of luxury electric dealers still take the authorization to identify the method, the sensible are clear, this authorization logo too much.

It is understood that in order to eliminate fakes, Temple library for its customers to provide commodity identification services. Because other luxury goods electric business platform does not provide the commodity appraisal service, the luxury goods net buys the sale false question still to be difficult to contain. Many luxury business people believe that the luxury network platform should be identified services as a regular service, otherwise it is difficult to match the high-end quality of luxury goods. In the luxury goods store, commodity appraisal has become a regular service.

After-sales service and physical shop docking, luxury electric business building clubs, these measures can improve the luxury network shopping user experience. However, at present this is only a luxury electric power business to break some of the attempts, the effect of how to be verified. To be sure, a luxury electric dealer must subvert its existing business model and reshape its business model before it can be reborn.

What kind of electric business model does luxury suit?

Objectively speaking, luxury goods itself is an alternative industry, copy of the traditional mode of electrical business will undoubtedly die is also an indisputable fact. Luxury consumers of high education, high income, high identity characteristics, destined to the luxury goods dealers can only go to an unusual way of development.

Based on the problems encountered by the luxury goods dealers, the author thinks that the model suitable for the luxury electric dealers is to merge the two B2C++O2O business models. The point that needs to be added is that the core of a luxury electric dealer is goods and services, and the core of the traditional electricity dealers is goods and prices.

Luxury electric dealers do not fall, the user shopping experience can not talk about. It is true that users can select goods on the website of the luxury electric dealer, see the color and appearance of the goods, but can not experience the mishap can only be solved by establishing the physical store. In other words, the future luxury electric dealers must be closely integrated with the physical store, which can guarantee the quality of the shopping experience.

In the ecological circle of luxury goods dealers, the center of the physical shop is the display of goods, with repeat customers, the focus of the entity store turned into aftermarket. Perhaps some people will question, has the luxury electricity dealer to have the offline entity shop, the electric business platform's value also manifests?

Even if the luxury electric dealers set up the physical store, the value of the electric business platform will not be weakened, is still a very good channel. The value of the luxury electric business platform is to attract the passenger flow, the construction of the physical shop, but will increase the turnover rate of the passenger flow, because the current situation of the rampant counterfeit goods will affect the conversion rate of the electric quotient platform.

Positioning has been quite clear, luxury electric business platform is responsible for product display, user diversion, payment and user group analysis of the function of the entity shop, responsible for distribution, commodity identification, after-sales service and member value-added services. Of course, the physical store will also act as a commodity display, but compared with the electric business platform, its display function is very different. In a word, the physical store is a luxury boutique, luxury electric business platform is a luxury warehouse.

In addition, as a luxury electric business platform extension of the physical store, but also to assume the role of building a luxury electronic business culture. As we all know, luxury goods stores have a wealth of value-added services, luxury electric dealers in this area is a big loss. To this end, the luxury electric business should fully consider the customer needs, formulate characteristics of value-added services, in order to improve the luxury electric platform brand premium capacity, and shape the luxury electric business culture.

There is no doubt that the current business model of luxury electric dealers has restricted the development of the industry. Luxury electric dealers are not without market, but the old model is difficult to open the hot market. In the future, it is inevitable to locate high-end luxury electric dealers, and the exploration of various luxury goods licences has begun. If the luxury goods dealers still copy the traditional mode, then the luxury electric dealers can only end up with a concept of gimmick.