The information about the redundancy of the net has aroused wide concern

Recently, to "provide the highest quality boutique" as the selling point of luxury goods network to lay off the information aroused widespread concern, combined with Shanda's products, NetEase and other products such as NetEase's luxury electric business is not ideal, let the outside concern whether the business dilemma will make the luxury electric business frequent "mire".

How to break through the predicament of luxury electric dealer of higher end route? It also has to look for answers from consumers ' needs. Industry insiders believe that the luxury of consumer audiences not only to Amoy benefits, but also the need to provide credit to the credibility of the guarantee. The luxury electric dealer enhances the online experience service, caters to the target audience's buying habit, is beneficial to dissolve the consumer to its trust crisis, enhances the loyalty.

Electric business Frequency "mire"

At the end of July, Jiapin network staff were suddenly told to dismiss the news in the network, causing the outside world to the business situation of the network concern.

Although then the net through the official micro-blog said: "Jiapin net redundancy is a strategic adjustment to optimize management, improve efficiency, but the outside world is still the operation of luxury goods business question mark, because there have been many luxury sites into the mire."

This year, Shanda's products, NetEase's products, Sina's Sina luxury products operating conditions, coupled with the call on the network of Wages, show network layoffs, cool net CEO leaving, and other news, luxury electric business by layers of clouds shrouded.

China Investment Market Information Advisory Body Chinaventure data shows that in the first half of 2011, the luxury goods dealers financing Case 12, the total amount of financing amounted to 283 million U.S. dollars, reached the highest level in history. But in the first half of 2012, in addition to the only goods will be listed financing, the domestic luxury goods dealers have significantly declined the number of financing cases.

To let the more credit

Analysis of the industry, the domestic luxury electric business development dilemma, from the lack of after-sales service, and consumer buying habits disjointed and not to get the brand licensing.

Mo Dai, an analyst at China's E-commerce Research Center, believes that the luxury goods ' own commodity attributes determine a smaller consumer base, and consumers generally have a cautious attitude and are more accustomed to buying offline.

"The high prices of luxury goods have dispelled the incentive for customers to shop at home for" errands ". "E-commerce observer Ruzenwang believes that the low commodity prices, online shopping eliminates the trouble of customers to buy physical stores, but the customer's psychological knowledge of" trouble "with the price of the purchase of goods, a sharp decline in the purchase of luxury goods, the" trouble "is negligible.

In addition to the convenience of purchasing, can the ultra low discount of the luxury electric dealer impress the consumers?

Previously, Taobao released the "online shopping luxury Industry Analysis report" data show, LV, GUCCI, PRADA, Chanel and other international brand Taobao purchase price is the domestic counter price of 70 percent-80 percent.

Although overseas purchasing has a certain price advantage, but the after-sales service of the electric dealer often cannot be in place. "Mo Dai Green believes that the lack of after-sales service and flooded on the site of the fake will cause the consumer to the site trust crisis."

Reporter recently in "China's e-commerce complaints and Rights protection public Service platform", many netizens complained to the luxury goods dealers: "Hermes belt is not even a buttonhole" "Cosmetics purchase one months still not delivered" "by the manufacturers confirmed not out of this purse."

Ruzenwang that the downstream channel business is not to get international brand authorization is a common dilemma of domestic luxury electric dealers, but also its difficult to sustainable development of one of the reasons.

Offline extension is the key

"2010-2011 Annual global E-commerce Research Report" shows that the next two years, domestic luxury e-commerce sales will be more than 20 billion yuan. How can luxury dealers get a slice of the big market?

Shou, an international E-commerce analyst at Analysys, said the opportunity for luxury goods dealers was to sell high-end brands that were not settled in China and to promote new luxury brands, which "could be used to test Chinese consumers ' perceptions of the brand". It is a necessary way for the luxury electric dealers to extend the circulation channels from the line to the line. June, the domestic luxury electric dealer Five Avenue opened in Beijing Sanlitun experience Shop is to expand its offline business.

Ruzenwang suggested that through the implementation of auctions, exhibitions and other enhanced luxury goods under the line of experience-type services to make up for online users shopping experience deficiencies.

In addition, over the past two years, the investment of luxury goods dealers is still on the rise, Mo Dai Green believes that the luxury electricity dealers can take this appropriate transformation, and more to seek cooperation with domestic two or three-line brands, expand the target consumer groups.