Who is wrong with the frequent failure of luxury electricity suppliers?

Luxury e-commerce has great potential? It looks very beautiful According to the data provided by the China International Electronic Commerce Research Center, the transaction volume of luxury e-commerce in 2013 was 20.82 billion yuan, up 34.8% year-on-year, and it was expected to reach 27.43 billion yuan in 2014. At the same time, online sales of luxury goods in China currently account for only 3% of the total sales of luxury goods, less than 1/4 of the developed countries, and still have great potential.

This reminds me of a classic pseudo-proposition, "China has 1.3 billion people, and the market is huge. Everyone gives me a piece and I can earn 1.3 billion yuan. Even if it is 1 dollar, why would you guarantee that most people will Willing to give you not to others. So swiftly, although the forecast data for luxury e-commerce transactions this year is encouraging, is it really true that the days of luxury e-commerce are really good?

Luxury electricity suppliers fell 4 years in two years. Premiership fell down. This website, which had been established for less than three years and once gained fame and gained an investment of 10 million US dollars for Saife Asia in the first month, did not support it. The majority of domain names in Premiere.com are now inaccessible. Its official Weibo has not been updated since September 24, 2012. Investors, SaiFoo Asia, have not yet responded to this issue. Coincidentally, websites such as Pinju.com, Jiapin.com and Huha.com, etc., which are positioned as luxury e-commerce companies, have closed down in the past two years, and the rise of these sites has been favored by many venture capitalists. Getting investment just proves that you are approved by an investor. It does not mean that it has been recognized by the market, nor does it mean that it has been successful.

It is too late to solve the supply of goods. Most of the luxury e-commerce companies generally obtain the goods through the agent channel of the brand or through the mode of recruitment and purchasing. On the one hand, it is difficult for the e-commerce to obtain excellent quality goods, and on the other hand, the cost of the offline merchants is basically the same. , Plus the cost of publicity on the line, the profit is greatly reduced, and too high prices simply can not attract the passenger flow. Although there are currently luxury brands that are opening stores online, they are both online and offline with the same price as flagship stores, because luxury goods do not want to damage their image by taking low prices. Therefore, many websites that claim to be selling luxury goods online can only obtain goods through other channels rather than the authorization of luxury goods. This is an important reason why the supply cannot be guaranteed.

In addition, large platforms such as JD. Ali are also huge websites. According to statistics, the sales of Estee Lauder Tmall flagship store for five days were close to 7 million yuan, and the first day of sales was 3 million yuan, equivalent to one month's sales of the brand's individual counters. Baidu, Alibaba, and Tencent’s "Big Three" occupy 80% of the Internet's traffic, and international big names will also look at traffic to select partners. This is not good news for small sites. Good results are either acquired or they may end up only Can be closed.

As China's opening up is getting higher and higher, consumers' channels for access to luxury goods are far more than physical stores. They can learn about product information and prices through the global Internet. At the same time, more and more people are going abroad, and overseas markets are an important position for Chinese people to consume luxury goods. A pure offline store or a separate online website is not enough to support the development of a luxury platform.

Either transform or die?

Tmall is breaking its fashion strategy, tactically introducing the world's first-line big-name, fashionable tide brand settled. On April 23rd, the international big-name Burberry formally settled in Tmall, followed by the British fashion brand ASOS. One month later, Estee Lauder announced its cooperation with Tmall, and confirmed that Tmall is the only authorized third-party e-commerce platform for China. One side is Jingdong, Alibaba's bustling e-commerce war and listing grand occasion, while it is the franchise's luxury e-commerce website that frequently goes out of the door. In the past two years, most of the luxury e-commerce websites have been fortunate, have either closed down, or have chosen a painful transition.

Even earlier than the prestige network set up catwalk network, the earliest is also aimed at luxury goods e-commerce route. Similar to Exxon.com, the supply problem is still the biggest problem in the catwalk network. In 2012, the issue of fake shows on the catwalk network began to be widely disclosed by the media. Experienced "Gucci fake complaints door", catwalk network Lynx flagship store eventually closed. Then, the catwalk network adjusted its focus to the mall model of the entire category and reluctantly supported it. Luxury goods were only one of the independent categories.

Although there are tempting aspects for luxury goods retailers, relying on the luxury e-commerce franchise road to support a company may be debatable. Back to the beginning of this article, the author mentioned the classic false proposition, only to find a suitable business model, only with a complete and clear supply and demand chain, dig out the "everyone gives me a dollar" method, in order to make the luxury goods industry Go farther.