Two major bottlenecks of luxury network marketing: credibility and logistics

September 2, 2011, Iris Special Planning "e-commerce next Nuggets point-luxury Network marketing," the invitation to the experts in the network to the topic of the video interview, the following is a transcript:

Eric Net: In the last six months, the luxury net buys the station to be surging, the capital market also is hot to smash the money, how do you evaluate China's luxury website current development situation?

Country of origin: luxury E-commerce website in 2010 gradually began to mature, this year began to explode. In this year, the net, walk show net all got investment. is closely related to the rapid development of China's e-commerce overall market.

Now, some luxury goods companies and distributors, change the wait-and-see attitude began to enter E-commerce; The electric business platform began to focus on the integration of luxury brands; the industry has also waded into luxury platforms; even the VC industry has started to pack the luxury brands themselves. The overall market trend is driven by a combination of forces.

Many people think that Chinese netizens do not have too strong a single purchase ability, the environment of luxury e-commerce seems immature. In fact, not only the diamond, gold and other expensive products online sales extremely high, even Taobao can auction out a value of tens of thousands of yuan watches.

In fact, the truth is very simple. Luxury E-commerce for the small crowd. E-commerce has been stable development for nearly 6 years, the first batch of loyal student users, working-class users, now most of them have entered the society, become white-collar or even gold collar. So Chinese netizens in 2010, per capita online shopping consumption reached more than 10,000 yuan.

They have a very strong shopping habits, so e-commerce per capita consumption ability to improve, is also reasonable thing. This is why online shopping crowd growth is not obvious, but the market share growth fast phenomenon. So, luxury sites do catch up with the best development period.

Iris: What are the localized features of China's luxury goods consumption, and what impact will these characteristics have on the development of luxury goods dealers?

The country of ambition: young, regional, gift-giving and conspicuous as the main features.

Directly led to the phenomenon of China's luxury goods is extremely serious. Luxury goods are still from the "European and American wind", people usually define luxury goods as expensive, fully represent an identity and grade, and beyond the needs of life, characteristics and influence of products. According to this vague definition, so China's luxury is now mostly cosmetics, purses, footwear, clothing, perfume and other fashion products. Diamonds, gold and other products, although defined as precious jewelry or precious metals, but also the ranks of luxury.

In fact, the definition of luxury goods in Europe and the United States is "replicable works of art", that is, as a luxury must first have artistic atmosphere, but also can be large-scale reproduction. Comparatively speaking, this scope is more broad but stricter than China's definition.

But according to the Chinese public understanding: as long as the price is expensive, the application of small, less use, said more straightforward, is more wasteful, ordinary people simply can not afford products, almost all as a luxury. Of course, this statement is not scientific, but it can be seen that China's e-commerce and Europe and the United States in fact there is a huge deviation. Only operating clothing, watches, leather goods, perfume and other daily necessities or jewelry, called luxury goods E-commerce, no doubt greatly limited the development of China's luxury e-commerce.

The most crucial problem is that people are more willing to direct luxury goods to foreign brands, which severely constrain the development of state-owned luxury goods.

Eric Net: At present, the domestic luxury electricity business mainly has two kinds of commercial model, one kind is the member invite system, for example still goods net, one kind is the online mall mode, for example Fifth Avenue, relative, you more optimistic which kind of business model, why?

In fact, the two are not directly comparable, because the model is similar to the semi-closed high-end clubhouse, and the five Avenue is open high-end club. They offer luxuries, but they are different for the crowd. Shang network gives members a more to reflect their identity, more shopping satisfaction experience, and the five avenue to all users have the ability to experience the joy of luxury.

In my opinion, the target population of the two is not exactly the same, so direct comparisons are made. And the two luxury products in the future development, price and product orientation will appear in different systems.

Iris: For luxury websites, from the angle of industrial chain, in sourcing, marketing, logistics services and so on, what do you think is the bottleneck of the development of luxury electric business? Give some suggestions for resolution?

Zhi Country: First in sourcing, in fact, many luxury brands are completely exclusive of E-commerce, do not allow their own products online sales. Because these brands are already in short supply online, there is no need to discount online sales, but also affect their brand status. At the same time, there are many luxury brands are limited edition sales. Money want to buy more can not buy, not to mention is to be on the Internet discount sales.

Because the economic function of luxury goods is to stimulate the rigid demand of people's consumption, directly promote the rapid and stable development of social economy. In the long run, luxury goods will not become a small part of the exclusive products, but also according to the price of luxury goods to distinguish the crowd. It is suggested that China's luxury goods dealers can prop up some state-owned luxury brands as far as possible.

Second, in the marketing promotion, most of the site to pursue the affirmation is the flow, membership and sales volume. But if we do not address the credibility of what we call the authoritative question. Even with the huge flow of Internet traffic, sales are likely to be not optimistic. Because the product price is high after all, but also in the illusory network platform transactions, network rights and relatively complex. Therefore, in order to form a stable sales growth, in the promotion must first address the credibility of the site.

Besides logistics, our logistics company's products are lost or damaged only 3 times times the amount of freight. That is, in the course of transportation, if the logistics company lost a tens of thousands of dollars in the name of the table, shoppers get dozens of yuan of compensation. Therefore, many companies or individuals who deliver valuable goods are more willing to choose foreign logistics companies. In fact, it is also a question of integrity and credibility.

Credibility has now become a serious problem in China's e-commerce market as a whole, in the field of luxury goods, this problem will be more serious and obvious. So to do a good job in luxury e-commerce, the most important thing is to first solve the platform's own credibility.

Eric: I have to say, luxury electric dealers also have a number of financing, so the industry people feel that the luxury goods dealers also enter the war, you think these luxury sites will be the main financing "burning" where?

Zhi Country: The market promotion affirmation or occupy the main share, after all, China's influential advertising platform is also a handful. In addition, the source will be the most money-burning part, not excluding luxury electric dealers in order to compete for members and the market, will also take the strategy of losing money sales.

But the key is to look at the cooperation of the luxury brand market positioning and marketing strategy. If the brand is not well-known luxury brands, then the electric business platform in the price is relatively free. However, some well-known luxury brands, such as the requirements of the electric platform must be sold at a unified discount price, then there will be a spell, the logistics, spell service.

Iris: With the comprehensive category of shopping sites, luxury sites are the target group of small groups, then in the marketing should be targeted, in the network marketing channels to choose more prudent, you have what marketing suggestions?

Zhi Country: First of all, I do not think that the initial rush to use hard to attract netizens, otherwise there will be a large volume of traffic volume small situation. Or should use soft marketing means to enhance the credibility of the site, then is to improve trust, and finally improve influence. When it comes to improving influence, it's time to start selling. Can be achieved through precision marketing and directed marketing

Eric Network: In view of the current development of the luxury market, how do you view the future development of China's luxury shopping network?

China's state-owned luxury brands in the future will certainly become the mainstream of electricity, because it can more widely meet people's purchasing needs. And foreign luxury brands are still high-end situation to meet the needs of small groups of people.

According to industry law, economic culture, European and American fashion, purchase potential to analyze, China's e-commerce in the field of luxury goods should have the application, appreciation, art and other characteristics. According to 9374.html "> World Economic Development environment changes, China and Europe and the United States economic and cultural integration, as well as internet users of fashion, younger, trendy, mainstream luxury e-commerce products, will be the following three major categories:

1, Life Products

Include: clothing, leather goods, footwear, jewelry, cosmetics, automobiles, watches, alcohol and so on.

2, Art Products

World Classical oil painting, Chinese antiques, celebrities and calligraphy.

3. Collection Category

Purple Purlin products, commemorative stamps, gold coins, jade, tea and so on.