The Survival Mode Of Luxury Websites Has Been Questioned: Most Brands Have Not Been Authorized.

Online sales of luxury goods and luxury enterprises are in dispute again. buy 。

　　 Luxury e-commerce potential rules

"At present, it is not only a problem of Jingdong, but actually the underlying rules of the entire electricity supplier industry have been broken down. Almost 100% of China's electricity providers have not been authorized by foreign luxury enterprises, which is also a hidden worry for the luxury goods websites." Gong Wenxiang, a well-known e-commerce expert in Southern China, said in an interview with the Securities Times reporter.

　　 Luxury goods The conflict between online and offline sales has existed for a long time. According to the introduction, luxury enterprises have strict control over the channels. They usually go straight to the shops, and occasionally have few franchisees, but they are under their own control. So far, few luxury enterprises have authorized the sale of electronic business.

"Jingdong is just one of them, and it was pulled out, perhaps because it did a bigger job and had an impact on the sales of direct outlets." Gong Wenxiang told reporters.

Reporters learned that a few years ago, Estee Lauder had declared its own online sales channels only its own official website. In June last year, the official micro-blog of dangsoo indicated that Dangdang's sale was not authorized by Dangdang's "father's Day promotion campaign". And Dangdang network CEO Li Guoqing responded that "unauthorized is also genuine goods", and yesterday again stressed "expect Tissot authorization".

At present, the luxury goods sold by the domestic electricity supplier are not authorized. There are three kinds of channels for the products: the first is to get goods from the distributors; the second is overseas purchasing; the third is buying the tail goods. At present, the selling channels of luxury goods sold by domestic electricity suppliers are mainly overseas purchasing, which is suspected of evading Customs duties.

Facing corporate prosecution crisis

Although the electricity industry's underlying rules in the industry is no longer a secret, but because of the Online sale There are certain advantages to the promotion of luxury brands, so most luxury companies used tacit policies before. Now SWAROVSKI takes the Jingdong to operate, perhaps Jingdong's sales have affected the sales of the direct outlets. On the other hand, the low price strategy of the electricity supplier is contrary to the high-end brand image that SWAROVSKI is trying to convey.

Gong Wenxiang said, at present, the luxury goods sold by B2C (business to customer mode) are basically real goods, the quality is the same, but there are problems with channels. Obviously, the online sale of luxury goods on e-commerce is against the channel policy of luxury enterprises. If enterprises sue, they will have to get off the shelf.

"If luxury companies come out to prosecute the electricity supplier, then it will be a fatal blow to the luxury goods industry," he said. Gong Wenxiang told reporters. It is based on this worry that the website of luxury line has begun to draw a line with luxury goods. "Now, Xiu Xiu and vip.com are making a distinction between luxury goods and luxury goods. They say they are fashion department stores, not luxury websites, so that they can better finance. Only excellent network directly locate luxury goods, but sales are still relatively small.

"Positioning the luxury website, the bigger the risk, the bigger the risk. If you become a defendant, the consequences will be unthinkable." Gong Wenxiang said. However, at present, the possibility of joint prosecution by brand enterprises is unlikely because the sales volume of luxury websites is relatively small at present.

Luxury website has many problems.

Lin Dewei, a lawyer of Sheng Bang law firm of Guangdong legal system, told reporters that cigarettes and alcohol were the main franchisee and common commodity business. From the legal point of view, ordinary daily commodities are not infringing as long as they can provide invoices or prove that they have legitimate channels. If you can't prove your legal channels, you must be guilty of infringement or even fraud.

Lin Dewei said that at present, luxury goods sold by online stores are much lower than those of distributors' outlets. Therefore, it is impossible to take delivery channels as distributors, so there is a problem of smuggling or counterfeit goods. If it is smuggling, there is a problem of paying taxes. If it is selling fake goods, then the problem is big. In addition, the website sells the trademark of the enterprise, and different enterprises have different brand use policies. We should judge whether the infringement is based on the specific circumstances.

An insider, who declined to be named, said that luxury goods sold by luxury electric providers are numerous. In addition to the tax issues mentioned above, the possibility of adulteration of fake goods and goods is also true when selling genuine goods.