Domestic Electricity Suppliers Sell Luxury Goods Without Authorization Into Industry Hidden Rules 99% No Authorization

(P) the continued weakening of the world economy and China's anti-corruption wind have led to a sharp decline in luxury consumption in mainland China and Hongkong, while the sale of unauthorized luxury goods by up to 99% of the mainland's electricity suppliers has made many luxury electric providers unable to sit down. They have put down their noble figure and opened the net shop directly under the eyes of potential Chinese consumers in order to open up a new round of attracting gold.

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< p > < strong > the congenital superiority of the foreign electricity supplier < /strong > < /p >

Less than P, compared to the world's second largest player in luxury goods, data from BostonConsulting show that luxury goods online sales in China account for only 3% of the total sales of luxury goods, while in the US, the figure is 12%.

The major luxury electric providers may have seen the huge "money" scene before they launched a new round of online shopping in the mainland.

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< p > Britain's NET-A-PORTER, which belongs to Richemont, the second largest luxury group in the world, is not only well-known in the global luxury electronics business, but also a vogue in the world.

In March 2013, NET-A-PORTER launched the Chinese version of the "Lady" and set the Asia Pacific headquarters in Hongkong.

This means that even the goods sold have a certain price advantage over the mainland of China, and express delivery can arrive within two or three days.

As we all know, the price of luxury goods in the mainland is 30% to 40% higher than that in Hongkong due to the luxury tax, import tariff and pricing mechanism in the mainland of China. Therefore, the increase in the number of Chinese consumers buying luxury goods outside the mainland is still higher than that in the mainland.

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Less than P, in fact, as early as a year ago, NET-A-PORTER converted it into a Chinese luxury discount network THEOUTNET THEOUTNET.

On line year, not only in China's sales growth month by month, the sale of international < a target= "_blank" href= "http://www.91se91.com/" > designer < /a > brand also increased from more than 100 to 230.

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< p > while Italy's Yoox enters China, it takes the path of high-end and discount: first build a storehouse in Shanghai, launch an official online store such as its Armani brand, and then the debut of the multi brand shopping network THECORNER, and the price of goods is consistent with that of the exclusive store. Finally, it is the appearance of luxury discount network Yoox.

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< p > Australia's famous leisure brand UGGAustralia almost became "street a target=" _blank "href=" http://www.91se91.com/ "shoes > /a" in the first two years, which is certainly related to its great expansion pace.

At present, it has opened concept stores in 9 cities such as Beijing and Shanghai. Apart from planning to open 15 new stores this year, its official online shopping platform has also been fully opened. Meanwhile, the official official website of China is unveiled. Meanwhile, the official flagship store in Tmall is also opening up.

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< p > industry insiders say that the increase in the cost of opening a store under the luxury brand line and the uncertainty of the market make the luxury store open more cautious, so it is difficult to cover the demand of the white-collar in the two or three line or even four lines of cities, and it is easy to do it through the electronic business platform.

Therefore, more and more luxury brands begin to pioneer in China's e-commerce, and the consumption of online and offline industries also affects each other. The platform can even attract more guests to boutiques.

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< p > among them, Tiffany, the earliest wading electricity supplier, was connected to the Central American customer who had not yet arrived in the boutique by the electronic business platform as early as 1999, and became the first luxury company to taste the sweetness of the electricity supplier.

Today, Tiffany has set up online purchase platform in 13 countries around the world. In 2012, the income of e-commerce platform accounted for 8% of its total brand revenue.

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At present, "P", Gucci, GiorgioArmani e-commerce platform also landed in China; Ferregamo has signed a cooperation agreement with a number of luxury goods e-commerce in recent three years, and has established 3 officially authorized electronic commerce websites in China.

After the operation, its online sales rose all the way; HUGOBOSS's Chinese independent operation network shop was officially launched in February this year.

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< p > up to now, luxury electric business is likely to become the only successor of western electric business enterprises in mainland China. Its success stems from their deep accumulation of luxury marketing, and the fact that they have mastered the source of "pure blood".

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< p > < strong > "luxury sense" discount < /strong > < /p >

< p > when the number of luxury brands has dropped their bodies, they have been electrocuted. The criticism of the industry has never weakened.

Because positioning as "beyond the scope of people's survival and development needs, unique, scarce, rare and other characteristics" luxury goods will not only exceed the high price of exquisite goods, its additional cultural taste and service is the most valued luxury consumer.

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P, which is why many luxury brands refuse to get electric shock, they believe that selling online will weaken their brand's "luxury" and lose face to face communication with customers.

In particular, it will lose the opportunity to spread brand culture and prove brand value to customers, and it will also damage the long-term development of cultivating VIP customers and luxury brands.

And more luxury brands aim at maintaining the brand image and keeping the brand premium. Instead of moving to the Internet, they sell goods for stock.

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Miuccia and her husband, P and Prada, were very unhappy with the electricity supplier. They thought it would be a nuisance and complex thing to let customers choose their products in the shop.

BrunoPavlovsky, President of Chanel, simply said, "if you want to wear Chanel a target=" _blank "href=" http://www.91se91.com/ "> clothes" /a ", you have to go to the shop to experience them; you need tailors to make them fit according to your size, which are part of Chanel.

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< p > at present, some luxury brands have come up with relevant countermeasures to deal with the loss of "luxury sense" of e-commerce platform. For example, taking "exclusive electric business housekeeper" to serve their brands, in order to reduce consumers' misreading of brands, making multimedia interactive fashion magazines is a common practice for luxury brands.

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< p > NET-A-PORTER, edited by LucyYeomans, editor in chief of the British version Harper sBazaar, and launched a weekly Stylebook that is no less than professional magazine. It also launched limited edition products to attract customers and provide related high quality logistics services.

And when we enter the "Nowness" of the luxury media website, we will find that its literature and art are full of content, which involves the latest information of fashion lifestyle such as culture, design, fashion, tourism and so on, forming a comprehensive interpretation of the luxury industry.

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< p > < strong > the embarrassment of the authorization of the domestic electricity supplier < /strong > < /p >

< p > it is worth mentioning that the advantage of foreign luxury goods suppliers is based on the luxury goods sold by China's mainland electric suppliers, and 99% has not been officially authorized by the brand.

Insiders said that the unauthorized sale of luxury goods by domestic electricity suppliers has become the underlying rule of the whole industry.

Among the mainstream luxury goods sold by many luxury electric providers in China, the only authorized case is the official authorization of Ferragamo.

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The embarrassment of "P >" not only makes the luxuries sold by these mainland electric providers unknown, but also makes it difficult for them to distinguish them. It also makes it possible for the mainland electric providers to operate these unknown sources of luxury goods to face the great risk of becoming defendants at any time.

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In March this year, Swarovski issued a statement warning Jingdong mall to sell its products, saying that it did not authorize any website to sell its products in China. In June 2012, the official micro-blog of the Tissot official also stated that the dangsoo watch sold by Dangdang's "father's Day sales promotion" had not been authorized by it.

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< p > at the practical level, the issue of "selling goods" and "no commodity licensing" of domestic luxury electric providers has always been a hot topic of consumer complaints.

The true story is that international luxury enterprises have been very strict in controlling and managing channels, mainly through direct outlets selling products, and seldom establishing franchised stores.

So far, the possibility that domestic luxury electric providers can fully obtain luxury licensing is very limited, even if authorization is limited to designated funds.

While domestic luxury electric providers are narrow and unreliable in the purchase channel, they can ensure that the supply is only seasonal and non popular.

Luxury goods dealers only provide after-sales service to the products they sell. The online shopping products do not provide after-sale services, which makes these luxuries consumers unable to enjoy the luxury additional services.

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< p > China's luxury market is a huge potential rich ore, which has become a global well-known and valued by many luxury brands and electric providers.

Bain consulting data show that in 2012, the sales of luxury goods in Greater China reached 181 billion yuan, becoming the second largest luxury market in the world after the United States.

At the same time, AI consulting predicts that in 2015, the scale of online shopping of luxury goods in China could reach as high as 37 billion 240 million yuan.

Under the temptation of huge profits, since 2009, domestic luxury goods providers have been racing to bloom: vip.com, Tian pin, Xiu Xiu, Fifth Avenue, Wan Dian net, Ju Shang Wang, and treasures network. Recently, the online luxury channel has also been formally launched. Sina, Jingdong, fan and so on have tried luxury products before, and many bank websites have recently classified the luxury sales.

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Less than P, it is worth mentioning that, after experiencing explosive growth in 2011, the luxury electric business in China is facing a sharp reshuffle in 2012, which is caused by both Chinese consumers' overseas purchasing and overseas purchases of luxury goods, but their low reputation and uncertain supply channels are the main causes of their losses.

This year, when luxury brands generally suffer from declining performance and foreign luxury electric providers enter the Chinese market, domestic luxury electric providers may be subjected to more severe tests.

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