Wind throws "face" luxury electric business face

After NetEase, another luxury channel portal site in the "bone sense of reality" in the fall. Recently, the "Sina Luxury channel is about to close" news spread, but this only stay in the Weibo netizen rumors stage, Sina did not clarify this matter or officially announced.

Yesterday, the international financial newspaper reporter in the identity of consumers call Sina Mall Customer Service Center, asked Sina luxury channel closure and whether the next single shopping, the customer service staff told, "the channel will be offline in the near future, so do not place a single." "This means that Sina luxury goods" is done.

As one of the founders of Sina Mall, Wang Yong, vice president of the diamond, thinks Sina's "cause of death" is due to the lack of a clear positioning he told the International Financial newspaper reporter that before making a channel to do is to do a platform or independent vendors: if it is said to do the platform, it does not solve the problem of shortage of luxury goods supply; It has no ability to operate independently.

Capital chain: The wind throws "the face"

Starting from the second half of 2011, with the concept of the electrical business cooling, financing difficulty, the sequelae of the rapid development gradually emerged

Luxury sales in the Chinese market in 2015 are expected to reach $27 billion trillion, surpassing Japan as the world's largest luxury market, with 20% of global luxury sales coming from China, according to McKinsey Research.

Based on this potential prospect, 2009, big and small luxury sites springing up: professional luxury sites have to go Show network, the United States West Network, Jiapin network, ha-hu Network, the five avenue, and so on, brand discount website only product will, gathers still network, second-hand brand-name trading website Temple network; Luxury Cosmetics website gathers the beautiful product, Le Bee, Zun Shang , NetEase, Sina and other portals have opened luxury channels, Tencent chose tens of millions of of dollars investment in diamonds to meet the diamond.

Of course, the "generosity" of VC has also become a luxury electricity business during this period of the key factors. China's first luxury goods network in the early 2010 to complete the first round of angel investment, then, gather still net, walk show net, Shang Net, only goods and other luxury sites are also at the beginning of the establishment of the smooth financing. According to chinaventure statistics, only 2010, the pan-luxury network to buy the industry's annual disclosure of financing cases 12, financing 108 million U.S. dollars, far more than the sum of the past few years. In the first half of 2012, the disclosure of financing cases 12, the total amount of financing amounted to 283 million U.S. dollars.

However, from the second half of 2011, with the concept of the electricity business cooling, financing difficult to increase, the sequelae of the rapid development gradually emerged. A year or so, the portal layout of the luxury channel "NetEase still Goods", "Sina Luxury goods" have "Lok Ma", only the normal operation of the diamond. At the same time, the successive exposure of the HA network of wages, staff resignation, show network layoffs, the cool net CEO leaving News also makes luxury electric dealers are shrouded in shadow.

Supply Chain: No brand licensing

Although luxury goods have considerable profit margins, downstream channel operators are not authorized by the brand to be controlled

The "Low price competition" after the "net" of luxury goods has led to a huge loss for luxury electric dealers. Data show that in early 2012 the "bloody" listing of the only products in 2009 to 2011 net revenue of 2.8 million U.S. dollars, 32.58 million U.S. dollars and 227 million U.S. dollars, the same period net loss of 1.38 million U.S. dollars, 8.37 million U.S. dollars and 156 million U.S. dollars. In the first quarter after the market only the goods will net loss of 8.6 million U.S. dollars, an expansion of 28%.

Catwalk network even deep in the "bankruptcy door." Recently, the source pointed out that the catwalk because the pace of development did not make investors satisfied with the third round of financing failure, or face bankruptcy risk. Although the Show network CEO Guiven in 2012 sent revamping annual meeting denied the rumor, said "catwalk network is not in the third round of financing, and the company's capital chain in the next year will not have any problems." However, it is not difficult to see the industry's concern about the future development of the catwalk network. It is reported that catwalk network has been transformed from a luxury monopoly to network fashion department stores.

"The most lethal is that the supply chain is not in the hands of the electric dealer. Tang Xin, a senior advisor to the International Finance daily, said that while luxury goods have considerable profit margins, downstream channel providers are being controlled because they are not authorized.

Earlier this year, Jingdong Mall, Amazon and Dangdang, etc. are accused of selling unauthorized shuttle watches and other commodities, shuttle, Swarovski and Louis Vuitton, Gucci, Prada and other luxury brands have publicly said that there is no domestic electric power channels for brand authorization, will be the unauthorized operation of the site to investigate the relevant legal liability.

It is understood that the domestic luxury goods network procurement mainly from the various countries outlets discount shopping malls, brand retail outlets, from domestic and foreign brand agents purchase, directly to the brand purchase. "In the absence of agency rights in the case of luxury net shopping, the end can only fall into the bargain competition, unspeakable way out." "Analysts say.

Industry Road: The perplexity of "luxury"

It is a false proposition that electric dealers make luxuries. The definition of luxury goods is something that a few people can afford, but the electric quotient wants the majority to buy their own things.

The phenomenon of fake goods, such as the instability of supply and the temptation of high margin, has also become a major criticism of luxury websites. Hermes CEO Patrick Thomas has publicly said: "80% of the Internet purchase of the Hermes are counterfeit products."

"Choosing luxury brands is about their brand and, more importantly, their" luxury "shopping experience, but they are hard to enjoy online. "Consumer Miss Li told reporters that online shopping has to worry about whether it is genuine, and most of the old money."

The positioning of luxury goods on the internet has become an embarrassment. In the international luxury is defined as "a kind of beyond the needs of people's survival and development, a unique, scarce, rare and other characteristics of consumer goods," also known as non-essential necessities. "It is a false proposition that electric dealers make luxuries." "In Wang Yong's view, the definition of luxury goods is something that a few people can afford, but the electric business wants the majority to buy their own stuff."

Consumers of these worries also let the electric business embarked on a "fish and fowl" road, the industry is considered to be "pseudo-electric business." For example, diamond jewelry electric dealer, Diamond Bird (12), Ke Lan diamond (35) and so on, have invariably chosen to open the offline experience shop. It is reported that 70% of the current sales of the stone is through online booking to the offline experience shop to complete the experience payment, that is, 70% of sales from offline.

To this question, Wang Yong pointed out that the online experience shop is an E-commerce company's service link, not the sales link, the experience shop will become more and more weakened. The electric dealer has his gene low cost, the efficiency, but opens the experience shop certainly not to be efficient.

Breakthrough Road: The "left" is the King

Luxury electric dealers have already appeared the first shuffle. Will eventually be a luxury electric trader with a huge financial capacity and a supply chain to survive.

Although domestic luxury electric dealers "low morale", but foreign luxury online stores have landed in China. July 2010, the Italian fashion website Raphael online through the Pay PO curve into China; in the same year, Yoox, the world's official online retail partner for the famous fashion brand, announced its foray into the Chinese market, while the luxury group's network store Net-a-porter officially entered China this March. It is also understood that brands such as Louis Vuitton, Gucci and Cartier have opened official websites in China.

Under the "internal and internal", even some people shouted "luxury net shopping will die" assertion. So, how exactly should the luxury electric dealer develop? "Accurate positioning is the key to future development." Wang Yong said, in fact, the success of the case of the electrical quotient of many, Alibaba as an example, from Business-to-business to Consumer-to-consumer, and to do business, to create e-commerce ecological circle of the blueprint, but it is due to its clear positioning, and fully combined with the use of electrical quotient of the gene. Faced with fierce competition, Wang Yong pointed out that the diamond will be more accurate marketing, more specific positioning, and gradually build their own jewelry brand.

Tang Xin points out that, after all, the luxury consumer market is limited, and luxury electric dealers have more restrictions than ordinary electric dealers. "At present, the luxury electricity dealer already appeared the first shuffle." In the end it will be the luxury electric business that has the rich financial resources to master the supply chain. "According to the relevant statistics, the proportion of luxury goods to the size of online shopping transactions remains within 1%-2%."

Thankfully, the electricity dealers have made a breakthrough in obtaining authorization. There is news that many brands have cooperated with the luxury goods e-commerce: Shang Valentino fashion Group, Italy's famous women's clothing brand Missoni authorized by the United States and West fashion to obtain the Italian brand Roberto Cavalli's two well-known brands ethically Cavalli and class Roberto Cavalli authorization, etc. Internet analysts believe that in the face of the entire electric business industry shuffle, each site should strengthen the practice of internal strength, "from another perspective, the industry will be more conducive to the rationalization of the market order, so that luxury goods dealers return to rational competition."