The luxury net buys the electric Shanglanhai, the brand image is the heart disease

　　Luxury net purchase became the new blue Ocean of E-commerce. 2011 Luxury Net Purchase scale breakthrough 10 billion yuan, although relatively overall net buys 800 billion yuan of transaction scale is still relatively small, but its development prospect attracts many electric commerce website and venture capital to enter. Although luxury shopping looks beautiful, it faces many problems in sourcing and attracting consumers. Both Swarovski and LV have recently announced that they have not authorized the domestic sales of these brands.

The first problem faced by luxury electric dealers is the coordination between the brand image and the luxury brand image. E-commerce websites are essentially a channel. Traditional channels generally have a specific positioning and brand image, such as supermarkets and department store brand image there is a clear difference, luxury goods can not be sold in supermarkets. E-commerce in the beginning is to attract customers through low prices, for a long time e-commerce is a synonym for low prices, E-commerce and luxury brand image there is a gap. Not to mention luxury, Taobao in order to attract traditional brand manufacturers to Taobao open shop, first set up Taobao Mall, and then renamed the days of the cat is to establish an effective brand partition. Therefore, the lack of coordination with the luxury brand image is the main obstacle to the official authorization of the Electronic Business website.

Due to the lack of access to formal authorization, luxury electric dealers generally from different levels of agents to obtain supply. The chaos of supply channels, coupled with the good and bad of the electrical business site, leading to the sale of luxury goods online, the authenticity and quality of goods can not be guaranteed, can not be trusted by consumers, which further exacerbated the brand's concern. At the same time, in order to ensure the smooth distribution channels, the brand to choose the electric business channel to say not also become a natural choice.

Just as traditional manufacturers have resisted e-commerce in the past two or three years and are now engaged in e-commerce trends, E-commerce will become an important sales channel for luxury goods. The establishment of a consumer trust, brand recognition of the channel brand image will be the key to the success of luxury electric dealers.

Zhou Hongmei, Ph. D. in e-commerce direction, Renmin University of China, Master of Statistics, has been in cnnic and consulting work, has served as the consulting Vice president and chief statisticians, E-commerce has a more in-depth study.

(These views do not represent the opinion of this newspaper)