The luxury electric dealer is a pseudo proposition: The Hunger game is played in the supply mire

The domestic electricity business platform successively goes to the US to go on the market, really is encouraging the morale, only from the figures, the luxury electricity business industry more than 30% growth is not pessimistic, the overall luxury goods sales market development also seems to have the huge space. However, since this year, the Prestige network and other luxury goods dealers closed down, but let the industry have to calm down to think-market demand is no problem, that is the business model of the problem?

The deadly nature of the supply issue has been referred to unprecedented heights, not the formal authorization of luxury brands, luxury electric dealers how to find a way to survive in the cracks between consumers and brands?

Out

The death of the Prestige network reflects the embarrassment of the luxury electric dealer's deadly supply

The Prestige net fell down and never climbed up again.

The 3-year-old luxury-goods dealer's website, which was launched in 1 months, won tens of millions of dollars from the Asian fund, and even pulled China Merchants Bank for its platform, ending the site's operation at the end of May this year.

May 27, the Prestige Net company CEO Ninko in its micro-blog statement: I in Shanghai, Shi Sheng e-commerce Co., Ltd. General manager and shareholder status in October 2013 all turned out, VIP prestige NET also change management layer operation, after all operating conditions, I am not aware.

"Daily economic news" reporter through the record information found in the Prestige network multiple domain names are now inaccessible, and its official microblog has not been updated since September 24, 2012.

As Citis, Asia's investment partner, said before: "To get the investment, only to prove that you are recognized by a certain investor, does not mean that the market has been recognized, and does not mean that has been successful." ”

In fact, the fall of the Prestige net is not a case in recent two years, most of the luxury electricity business site is ill-fated, either has closed down or opted for a painful transition.

The helplessness behind the bank's

At the beginning of November 2007, Alibaba's Business-to-business business was listed successfully in H-shares, sparking a domestic electricity business venture. In this upsurge, the 2008 luxury goods industry with its high customer price and target customers purchasing power, stimulated the Chinese luxury goods electric business model of the green shoots.

2010, along with the whole electric business entrepreneurial tide of the big fermentation, luxury electric dealers have sprung up, the capital also wantonly hot.

The Prestige NET is one of them. August 2011, enjoy the online line, to provide luxury, fashion clothing, beauty care and other online shopping services. Only one months later, the Asian Fund was "rushing" to inject tens of millions of dollars into the race.

As a luxury electric company, the first problem that the prestige net faces is to obtain the consumer's trust to its product, otherwise the market is source.

Based on this, the founder of the Ninko strategy is to pull the bank in order to borrow power to create their own credibility. In accordance with the previous market strategy of the Prestige net, from the project initially with the bank, telecommunications and other enterprises to cooperate, and even use FedEx (FedEx) delivery of goods. This kind of bundled marketing pattern, the initial period did for the prestige net growth to set up the Khan Mazhirao, according to the public report, the Prestige net line 4 months time has completed some similar website one year sales.

But behind this kind of bundle pattern, but also has the helpless place.

A dealer in the industry told the Daily Economic news reporter that the real sale of the merchant from the bank is negligible. "Plainly, the bank has no user viscosity, products and prices have no advantage, especially the luxury consumers will almost not shop in the bank mall, because they can choose too many channels." ”

Soon, the Prestige net encountered the general problem that the vertical electric trader faces--flow pressure.

According to the electricity industry insiders said that the last four years is the rapid advance of the domestic electricity four years, the site to obtain users of the cost is also soaring. Even the leading electric dealer such as the cat, the cost of acquiring a new user is also more than 100 yuan, not to mention other sites without any traffic sources, "The Prestige net wants to easily gather a batch of high-end users from the platform net buys the user, needs the strict operation and the long-term accumulation, not can achieve the effect overnight." ”

Supply Chain Model Checking

The traffic dilemma is not the biggest problem for the Prestige net, nor is it the main reason for its fall.

Can not get formal authorization, only flooded with fakes, resulting in a double pursuit of consumer and brand complaints; even if authorized, but from the brand to get enough volume, can not meet the needs of consumers in shopping volume.

As a result of supply restrictions, luxury electric dealers generally through the brand's agent channels or through the recruitment of buyers purchasing mode to obtain supply. As a result, the purchase cost of the luxury electric business channel is basically at the same level as the traditional channel, and the cost of the electric dealer burning the money to advertise is not dominant in the cost competition of the traditional channel under the line.

Similar to the cost chain of luxury goods dealers, contrary to the General Electric business model of the structure, also can not reflect the advantages of the electric business.

Li Zhico, CEO of Temple Network, explained in an interview with the Daily economic news reporter, "Luxury goods dealers sell products pricing has certain rules, for the first-line luxury brands can only be cheaper than the domestic 15% or so, after all, our profit margin is not so large, and too low prices will cause consumers distrust. ”

Despite interviews with a number of luxury electric dealers, the sale price of luxury goods is not the only factor, more is the provision of services, but the senior electrical Business Observer Shi Zhiwei pointed out that the supply chain and price are not the advantage of an isolated site, simply do not have the ability to provide more services, " What is the unique service you say it offers when compared to the LV store in Hang Lung Plaza, a pure luxury electric dealer website? ”

Therefore, he believes that consumer habits and product characteristics, determines the luxury industry in China's booming development is difficult to continue to the electric business industry.

The elimination period faces transformation

"Daily economic news" reporter learned that, in the past two years before the bloom, there have been a large number of luxury electricity dealers have been exposed to problems, including the once-round financing of the Jiapin network, Shanda's products, network, and so on.

According to public reports, a respected network of employees revealed that, compared with the slow growth of orders, the quality of the product complaints to the company to hurt the brain, at first, but only a few scattered, to later is a large-scale concentrated outbreak, and the most complaints is the source of the problem.

What's more troubling than consumer complaints is the brand's complaints. The internet covers almost the first line of luxury, fashion, such as BURBERRY,LV, Lauder and so on, and these brands do not authorize the Prestige network.

Lei, director of China's E-commerce Research Center, said in an interview with the Daily economic news reporter supply problems, the proliferation of derivative fakes worry, the lack of shopping experience, price constraints, etc. are pressed on the head of the luxury goods of the big mountain, "especially the source of unknown origin, but said to be all the luxury goods electric business site of the mishap, It is even possible to stop there. ”

Lei that most luxury sites, sourcing and consumer experience are contradictory. Without the authorization of the brand, the Prestige net can not get the product of the justifiable, nor the endorsement of the partner, so it is difficult to obtain the consumer's trust.

Compared with the winter of the luxury electric dealer, the electric business industry languish in the spring in the past two years. Jingdong Mall, the only product will, Poly-Mei excellent products and other sites in the United States listed, and access to the capital market recognition. However, luxury electric dealers are still in the market test period, and constantly in the "high-end" positioning and "cock silk" between the Internet users tug of war.

In the reporter interviewed many people in the industry, the luxury electric business is a false proposition, one side is the continuous eruption of online shopping demand, while the luxury network to buy the cold. Privilege NET is not the first site to fall, nor will it be the last. "More and more websites are standing at the crossroads of transition. ”