The net buys the luxury person to verify the authenticity: The electricity merchant supports the counter inspection into the empty talk

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Foreign crackdown, domestic website gun. There have been reports that France captured the international criminal gangs that made fake Hermès bags and the fakes flowed to Asia. After that, Hermès CEO said that the net sale of Hermes fakes up to 80%.

So, the net buys the luxury goods, still reliable? The reporter notes that the domestic luxury shopping website will show "Support for counter inspection", and most luxury brands said, do not provide counter inspection services. That is to say, the net buys the luxury goods is true false, actually can not reach the conclusion. Industry insiders believe that only shouting fake, but not the authenticity of the story behind the arrogance of luxury marketing.

Events Review

Selling Hermès is a fake

Recently, the French national Gendarmerie cracked a manufacturing, circulation and trafficking in "Shanzhai" Hermès package of international criminal gangs, two have been dismissed as a former employee of the AI Ma was suspected of involvement, in addition to some of the existing Hermès employees may include.

According to media reports, high imitation bags shipped to Asia, the United States and other European countries in the sale of unauthorized outlets, the amount of money involved in the value of 18 million euros (about 145 million yuan).

Hermes CEO Patrick Thomas said, "It is absolutely humiliating that the net sale of Hermès fakes is as high as 80%." ”

After this incident, a lot of consumers questioned, "Hermès stores in the sale of goods is also a fake?" How much of the online sales is true?

Later, Hermès China issued a statement saying that all the Hermes purses purchased from Hermès stores could be made to be authentic. Hermès continues to crack down on counterfeiting, but "does not provide counter inspection services." ”

Electricity quotient

"20% is the real thing."

A luxury goods electric dealer related person:

We ensure that our sales of luxury goods are authentic, we support the counter inspection, as well as 7 days unconditional return.

From the Chinese online shopping market, the volume of luxury sites is relatively small, more should be Taobao or the kind of global purchase on ebay. Hermes CEO said, "I thank him for selling Hermes fakes as high as 80%, which means 20% are genuine."

We sell goods both brand licensing, but also buy hand system, there is a buying team in the international regular channels of purchase. Partners have the channel resources, true or false should not be a problem, these partners and brands have many years of cooperative relations. In addition, the Hong Kong Quality Inspection Department of this clearance, testing is a flaw, not to distinguish between authenticity. We are all concerned about the problem of defective goods.

Industry voice

"Do not provide inspection is to resist second-hand market"

Odawara (Beijing Huaxia Pawn Shop):

For the pawn industry, the identification of authenticity is a very important link, the major luxury brands do not provide counter inspection services, they are actually in the resistance to second-hand market circulation. In fact, the foreign second-hand luxury market has been more than 10 years of precipitation.

The sales staff of the domestic stores will certainly not identify, the ability to identify the authenticity of our all from Japan, Taiwan learned. In addition, we will not regularly go to Guangzhou to see Super a bag (high imitation), to understand the latest technology of imitation. It is said that there is a "soil method", is sent to the brand to maintain, if the brand closed is no problem.

"Luxury marketing hurts yourself."

Li Zhiqi (Chairman of the future marketing consulting Group in Beijing):

Consumers buy things first to buy real, if the brand does not take the means to control, resulting in true and false difficult to distinguish, then the high premium luxury goods in what place? Do not provide counter inspection services is irresponsible to consumers, but also to the market irresponsible, over time, brand quality will generate a trust crisis, the ultimate injury or their own.

Luxury brand to consciously create a sense of distance, scarcity, to reach a certain level is to consumers to create a "fishing mentality", arrogant marketing is its common means to take. However, I think that safeguarding the legitimate rights and interests of consumers is the basic obligation of the brand, in order to avoid vicious circle, the brand should be radically radical. And in the after-sales service, some luxury brands even at home and abroad differentiated treatment, but also with the gradual maturity of Chinese consumers to improve.

Scholar's Point of view

"Domestic and foreign spreads are parallel imports of fake hands"

Zhou Ting (Dean of Wealth Quality Research Institute, Ph. D.):

Luxury brands to be "cottage" is ambiguous attitude, they ostensibly refused to fake, the heart is not so think. Being imitated is actually an opportunity to extend the influence of the brand to some extent, and only a good brand will be imitated and be shanzhai. There is also an important reason is that luxury brands can not afford to fight, but also to fight, Anti-counterfeiting is only bluff, shouting just.

The reason why so many fakes, and China's market environment has a certain relationship, and the price difference between domestic and foreign goods is leading to parallel imports, fakes direct pushing hands.

China's luxury E-commerce is one of the future market growth points, but the luxury electric business and fast-moving consumer goods online shopping is not the same, but also must be stripped out of the ordinary online shopping. Fast consumer goods online shopping is a price war, and luxury goods in addition to highlighting the convenience of the electricity, should also emphasize service and quality.

I think that luxury goods dealers should be a service, both the convenience of trading on the wire, but also wired services, such as entity experience shop, enhance the consumer's feelings of the product, coupled with the matching line of logistics, maintenance, maintenance, after-sale and public relations activities closer to the distance between consumers. This is the development trend of the health of the luxury goods electric business.

This edition/Beijing News reporter Fan