" Luxury Goods + Electricity Supplier " Mode Questioned Quality Defect Scandal Frequently.

Current domestic

The source of the electricity supplier is mostly from professional buyers, the purchase of luxury stores in the world, or the agents of luxury brands in China.

50% of consumers believe that the price is their choice of online shopping luxury.

No matter which channel is the source of supply, the electronic business platform does not have the pricing power, and even the right to bargain is not, only passively accept the price given by the channel providers, and ultimately sell the price to consumers even higher than the price of the offline stores.

Take buyers as an example, buyers buy goods on the basis of ordinary consumers, and then sell them on the platform. At that time, the selling price of goods is much higher than that of offline prices. "Because the platform not only guarantees its own profits, it also pays for the buyer's reward and freight."

Ren Wei said.

Even directly from home.

There is no guarantee that the price will be cheaper than offline purchase.

Gan Xiaoming said, a brand package of 52 thousand yuan, the price of the brand agent is 45 thousand yuan, except the tax and operation costs, the platform gains only 3% of the net profit.

This is the ideal situation.

In most cases, it is difficult for luxury electric providers to cooperate with the first class agents of the brand. They can only cooperate with their agents at the second, three or even lower levels, which makes the cost price of the product higher and the space for the platform to increase the price.

"The capital that the electricity supplier depends on is the price advantage of the product, but the reality is that they do not have the ability to control the price of the product."

Ren Wei said that in order to attract users, some platforms can only maximize profits and will bring huge risks to the development of enterprises.

The most serious consequence is the backlog of inventory.

"Because goods on the platform have no advantages compared with the prices on the offline or comprehensive electricity providers, the goods can not sell naturally."

Ren Wei said, so the electricity supplier's capital is very difficult to turn around, "finally may cause the platform to collapse because of the shortage of funds."

Of course, there are platforms that can provide products with certain price advantages.

For example, LVNeverfull medium package, 9650 yuan in the domestic market, 8320 yuan in Hongkong, 6900 yuan in Europe, 7200 yuan in purchasing, while the price of a luxury electric business is only 5790 yuan.

"It's much cheaper than buying offline."

A user who bought the product told the reporter that after buying the product, she found that the product was very rough, and it was very different from the sample seen in the store.

Later, she identified it as a luxury identification center.

Although it was proved to be genuine, the appraiser told her that this product belonged to defective products in the same batch.

"Some platforms will deliberately buy defective products so that they can be guaranteed to be authentic, and can also lower product prices."

Gan Xiaoming said, but he believes that this approach will eventually smash the signs.

With the intensification of competition in the industry, the trend of "price war" is revealed among the luxury goods.

Ren Wei warned that once the price war was launched, it would probably lead to the collapse of the whole industry. "Because consumers are concerned about the size, style, color and workmanship of the product in addition to the price."

Transformational progress

Surveys show that up to 31% of users tend to buy entities online.

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For luxury electric providers, this is not a good news.

"The way of luxury shopping for Chinese consumers has not changed completely, and they still believe in physical stores."

Ren Wei said that even those who tend to purchase luxury goods online, the platform may not be able to accurately obtain.

The online shopping market has always been "the common people get the world". If we want to screen high-end users in online shopping users, it is absolutely a huge investment for luxury electric providers.

"At the same time, you need to consider how to improve the user's repeat purchase rate and how to firmly grasp the user."

Gan Xiaoming said, this is a long process.

According to Li Rixue, founder of temple library network, Chinese consumers have become more stringent after market cultivation, and the requirements for luxury electric providers are also more stringent.

"Consumers no longer buy a product, but pursue better services."

He said.

This change is expected in Li's school.

As a result, the temple library chose the offline experience shop mode when it first entered the field of luxury goods, until the luxury electric business started to surge in 2011, and then opened the online shopping mall to realize the dual operation mode of "Online + offline".

Including the previously called "well off" network, also took advantage of its accumulation in the luxury sector, won the eBay, South Korea Gmarket, the United States KarmaLoop three platform business, including about 50 brands or platform authorization, become a service provider of overseas e-commerce platform.

However, for these luxury electric providers, the greater opportunity lies in the fact that some big brands are beginning to change their strategic layout in China under pressure, and expand their vision from the first tier and second tier cities to the three or four tier cities.

"No matter from the market potential or industry development, this is a big business."

Li RI theory.