The luxury goods electric business not acclimatized the transformation still to seek "authorization" to find out

Phoenix Science and technology news recently, the product network announced a high profile of 80 European and American modern brand authorization, will be the price of the new quarterly sales. Shang Network CEO Zhoshi said, "Brand licensing is the biggest obstacle to the development of luxury electric business website, authorization and positive price is the way out of luxury sites."





coincidentally, after the five Avenue luxury network announced by the French luxury brand Peng (S.t.dupont) Official authorization, October 11, catwalk network to obtain the Italian top luxury brand Salvatore Fillag Mu (Salvatore Ferragamo) official authorization.





According to China e-Commerce Research Center released the "2012 (China) E-commerce Market Data Monitoring Report" shows that China's luxury shopping market size of 2010 6.4 billion yuan, 2011 market size reached 10.7 billion yuan, growth rate of 67.2%. As of the first half of 2012, China's luxury net shopping market scale of up to 13.5 billion, an increase of 58%.





, "2011 China Luxury Network shopping industry research report" shows that from luxury network shopping transactions in the size of the domestic luxury transaction scale, the 2010 penetration rate of 3.16%, 2011 penetration rate of 4.37%, It is estimated that the 2015 luxury net purchase ratio will reach 8.03%. From the size of the transaction, 2015 China's luxury net shopping transactions will reach the size of 37.24 billion yuan.





on one side is a rapidly expanding market share, while the luxury electric business is a domino-like collapse, the luxury electric business is the ice fire double day.





with the capital market on the power of the constant decline of enthusiasm, netease still goods closed, the network closed, the product of the chain of funds broken, cool network CEO turnover, Sina Luxury channel closed, the five avenue purchasing disputes ... Luxury electric dealers from the brutal development of the 2009 to the freezing point, experienced such as the roller coaster of sharp ups and downs, luxury goods on the electric Business road.





in a few months after the downturn, the luxury electric business ushered in a positive. Show Network, Jiapin Network, Shang Network began to transform the layout, aimed at high-end fashion brands, set off a licensing battle.





authorization, positive price, take alternative fashion routes can successfully break through the electric business cold winter?





rip Off "luxury" fake label Shake body change "fashion"





All along, the supply of goods is not guaranteed to be the biggest problem that puzzles the electric dealer.





at present, the domestic luxury electric business website mainly includes the comprehensive shopping website (including Consumer-to-consumer and the General shopping website), such as Taobao, Pat Net, Taobao Mall, Jingdong Mall and so on, luxury shopping sites, such as the only goods will, go Show network, Jiapin Network, Shang network, such as the luxury segment shopping sites, such as diamond birds, the diamond, Poly fashion, etc. in addition, there are some traditional enterprises, fashion media, portals launched luxury shopping sites or luxury shopping channels, such as the traditional enterprise Yintai department store launched the Silver Thai network, fashion media Yoka launched Ymall.com, NetEase launched the portal NetEase products.





e-commerce observer Ruzenwang that the problem for luxury electric dealers is difficult to obtain brand licensing and parallel imports shocks, the price difference between home and abroad is too large, which makes luxury goods in and out of the cracks.





It is worth noting that, compared with foreign countries, China's luxury electric business chain is not mature enough, users have not formed the habit of buying luxury goods online. It is difficult to have enough traffic to support a business if it sells only luxury goods.





in fact, the phenomenon of "trickery" of luxury goods dealers is very common, the real big luxury goods in their overall composition of the total, the majority of the high-end fashion department stores.





has data show that the number of treasures net brand 40% of all brands, excellent network of large number of brands accounted for more than 25%, walking show net luxury accounted for 30%, still goods net customer price in 2000 yuan, in fact for high-end department stores merchandise.





in the domestic market environment is immature, the luxury goods dealers tore off the "luxury" false label, posted "fashion" logo, will be the consumer audience as the middle and high income people. such as catwalk network from last year's "global brand flagship store" to the "popular fashion brand", only in the direction of "mass consumption", only the goods will be from the luxury positioning to the two or three line brand extension, still goods network played "focus on European and American designers and contemporary brands of the international high-end fashion products website" banner.





Jiapin CEO Yang Peifeng said China's luxury goods dealers must rely on high-end physical department stores in order to develop rapidly. Macy's was chosen to address some of the licensing issues of luxury brands.





严筱湄, a partner in investment consultancy, said that the domestic high-end online shopping market is not without space for development, the key is whether the electricity business can break the bottleneck of homogeneity competition. Shang Network did a very good try, and European and American fashion brand cooperation in addition to access to rich and stable sourcing, but also improve the industry's low-cost competition, healthy development.





for the luxury electronics business, the introduction of foreign two or three-line products and the audience's taste and consumption, and foreign designer brand for the channel is not the top luxury brands so sensitive, but also willing to cooperate with the electric business to open the Chinese market.





Independent Electric business analyst Li Chengdong said not optimistic, "at present users are still concerned about the first line of LV, Chanel and other luxury goods, do not demand the European and American designer brand." But it's not too late, but it's very limited for short-term improvements.





Positive price sales do not hit the price war road where?




"Price is one of consumer sensitivities, but not all,"
Zhoshi said. What consumers care about most is trust. Shang network in the past transaction process, and consumers have established a strong relationship. When shopping is a new product, other places do not, if consumers trust the site, he will buy. Shang NET will be the price of the new season to sell.





Guiven said that the vertical class to survive, must become a differentiated company, rather than desperately pursue the scale, and the platform of the electricity dealers to fight price.





insiders believe that the real pursuit of fashion taste of high-end users will not be too sensitive to price, but they value the value of the brand, as well as the waiter to help wear shoes and other noble details of the service process and the latest style with the experience, and online shopping difficult to meet the user's offline experience needs.





noteworthy, according to the 2011 China luxury internet Shopping user behavior Study report, 70.4% of luxury users because the internet price is cheap and choose to buy luxury goods online. The proportion of users who choose to buy on the network is 66.1% and 57.9%, respectively, because of the convenience of purchase and the richness of information on the web. It is seen that most consumers are very sensitive to the price of online shopping.





to this, Li Chengdong thinks, "The luxury electricity dealer is able to sell, but the current mainstream user demand still wants the discount, the positive price is difficult to attract the user, because the user has been accustomed to the electricity merchant price war".





　　Luxury electric business holding hands "authorized, positive price" road, perhaps the bright front but still bumpy road, still need operators to grope slowly. (Guo Yan)