Walk Xiu Net obtains fossil authorization: local electricity Dealer "official"

Recently, the local luxury goods electric company to show the network announced that the United States brand fossil online authorization, which is the website after the official authority of Ferragamo, another brand authorization.

For years, one of the reasons why local luxury electric dealers have been hit by international luxury brands is "unauthorized", and consumers fear that products purchased through the channel are fakes and cannot enjoy brand warranties.

With the changes in consumer habits, luxury brands began to actively expand online action, to win online customers, and through the electric business into the three or four-line city. The electricity-business platform, which has been plagued by supply, has never ceased to fight for "official authorization". There will be more licensing cases in the future.

Big names in local electric dealers

Fossil is a fashion accessories brand and the largest U.S. watch maker, already listed on Nasdaq. Fossil has nearly 400 stores in more than 90 countries around the world and opened China's first shop in Sanlitun, Beijing, in 2008. At present, fossil watches, jewelry, handbags and clothing and other categories have been on the catwalk network for sale, the number of products over thousands.

Fossil China Vice President Bailidi revealed that contact with the catwalk began in 2012. Walking Show network and fossil cooperation with the Ferragamo model, that is, in the catwalk online brand "shop shop." Fossil will set up a separate channel on the catwalk, and customer service will be carried out in partnership with the catwalk network.

China's luxury electric industry has been in high fever for years. The local only product will, take the show net, Overseas Corps Yoox, Net-a-porter, as well as Jing Dong, when, the cat and so on vertical electric Shangdou active input.

Lively, sourcing is always a problem for the electric dealers not open. The vast majority of local electric dealers do not have the official authorization of luxury brands. Electrical goods on the main source of goods are luxury brands in Europe and the United States wholesalers, overseas outlets, and so on, some small electric network even through simple overseas purchasing, with the way to supplement the supply.

Chaotic supply mode was once the fierce opposition to luxury brands, such as Omega Brand has openly accused Taobao station for sale, and shuttle has also sued Dangdang sales of unlicensed shuttle products.

So in recent years, the electricity dealers began to seek a safe, stable luxury goods supply, authorization is undoubtedly the most recognized official way. Catwalk network in 2012 won the authority of Ferragamo, there are some local electric business platform, from those relatively small, the Chinese market is not familiar with the brand, the luxury brand licensing model to grow quietly.

For example, Luxsea CEO Feng, a fashion brand management company founded in Shanghai, told reporters Luxsea focused on European and American designer brands, currently has dozens of brands in China's official authorization, including the brand online sales official authorization. Authorized Luxsea Brands include Gustto (Gusteau), Treesje spokes crossbody, and so on.

Feng revealed that such brands are often created by one or two designers and are not affiliated with a large luxury goods group. These brands emphasize individuality, display individual style, have a more fixed fan group. Because the brand history is short, the scale is small, the management team is more willing to focus on the design creativity, and has no more energy to open up the overseas market. So they are more willing to work with local Chinese electric dealers, they only need to supply, borrow power to carry out China's expansion.

Walking Show Network CEO Guiven that the brand entity stores mainly serve one or two-line cities, but in China, in addition to North-canton, such as the first-line cities, three or four-tier cities have a demand for luxury goods. For luxury brands, the cost of going to the three or four-line city shop is very high, it is difficult to spread out, and if there are not many brands at the same time, can not form a cluster effect, then the electric Chamber of Commerce becomes a supplement.

Guiven that overseas brands to enter the domestic electricity business is a trend, and the power of the platform can effectively integrate resources, the use of localization advantages, combined with the unique personality of overseas brands, to create an attractive platform for domestic consumers, overseas brands in the domestic market is the primary consideration.

The brand decides all the details

The achievement of authorization does not mean that the dust settles. Winning a big brand is not only a cause for concern, it also helps to get more licensing for similar brands, and to drive sales of other products on the site to help those "unauthorized" products win attention.

But the cooperation with the big brand is not easy, pay attention to the details of all the luxury brands to the requirements of the electric dealer is very strict, the choice of logistics, payment and other outsourcing service providers are included in the scope of luxury brands.

In cooperation, the electric business not only undertakes the Exchange service of the brand, but also makes the market promotion for some brands. Brand licensing on the electricity business is whether to bring real gold and silver, whether the electrical business in the "loss to make a yell"?

Guiven told reporters that Ferragamo's online commodity prices were in line with the physical stores, with only a slight discount during occasional celebrations.

In the profit-sharing, Guiven revealed that the show network and luxury brands by sales "deduction Point". He did not disclose the proportion of the catwalk network to Ferragamo, which only means that the show has a higher percentage of the deduction from luxury brands than other brands.

Second, in the industry concerned about the supply category and supply volume, Guiven said, Ferragamo did not propose to the catwalk network any supply limits. In his view, the physical shop exhibits a limited amount of space, but there is almost no upper limit on the online space.

Guiven revealed that after cooperating with Ferragamo, the Su-Xiu network of warehouses dedicated to the Ferragamo products for the area, because Ferragamo's inventory of products, temperature, humidity have their own requirements, even packaging paper will be specifically determined. and online, the page, the image of the advertising is Ferragamo and the catwalk network to determine the details together.

When the electric dealer manages the luxury goods, the main choice air transportation, guarantees the supply speed and the product quality. And in the express service, most of the use of FedEx and other international logistics providers. And in the payment means, the current domestic electrical business has been very mature, in addition to Alipay, other online payment methods and goods to pay the way also has become a luxury brand recognized standard configuration.

Word, Michel Gutsatz believes that all the luxuries of the business model actually have only one key word-control. Brands want to completely control their e-commerce, everything must be under the control of the brand.