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Niemann Warehouse Withdraws To The US Chinese Luxury Electric Business Has Not Yet Arrived At The Fire.

2013/6/2 21:30:00 24

Unlike P and other luxury businesses, Neiman Marcus always appears to be cautious. "Neiman"

In the years when China's luxury market was developing rapidly, the more than 100 year old American high-end chain store, which mainly runs luxury goods, did not enter the Chinese market until last year.

March 2012, Niemann first tested the market with the way of injecting the charm of domestic electricity supplier. The latter was a fashionable electricity supplier locating the limited time purchase. After nine months, Niemann's own e-commerce platform was formally launched in China, and the operation center and warehouse were set up in Shanghai.

but less than half a year later, Niemann's Chinese online shop has to cut half of its layoffs, and the news that China's warehouses are closed to US headquarters is responsible for product sales and freight forwarding.

Now that luxury companies are operating independently or working with third party partners to speed up the layout of China's online market, Niemann's strategic adjustment can not help but remind people of the fact that China's luxury electric business market has not yet arrived.

"until now, no matter who makes the luxury electric business in the Chinese market, they can not escape the problem of supply side or consumer end. I think this is a problematic business mode."

Ren Guoqiang, partner of Roland Begg management consulting company, said in an interview.

the market is still in incubation period /p >

to realize the direct delivery of all orders from the US warehouse, Niemann recently told the foreign media that the company will cut down the Chinese operation team and close the warehouse in China.

But Niemann will continue to operate the Chinese language website as a Chinese version of his official website, which is maintained by a smaller customer service, marketing and network marketing team in Shanghai.

Less than P, compared to worries about China's economy, a spokesman for Niemann said that the reason for closing the Chinese warehouse is more business mode adjustment.

In Niemann's view, "this will be a better model".

"from the current performance of luxury electric providers, I am afraid it is difficult to see the future situation," Rhodes, senior vice president of Shanghai public relations and general manager of Gaoming, general manager of the company, said in an interview with our reporter. "Although the luxury electric business must have a future, now China's luxury goods and electronic business market is still in the breeding stage."

"P" changed the past conservative and cautious luxury goods vendors to accelerate the layout of China's luxury goods business market. The Lane Crawford, which plans to return to Hongkong this autumn, is clearly regarded as a key strategy for developing the mainland market in China, and many other luxury brands have made the same strategy. "Lane"

however, in the view of Ren Guoqiang, up to now, the luxury goods companies in the Chinese market, both domestic and abroad, have failed to prove that the combination of luxury and e-commerce is a correct business mode.

look at the domestic luxury goods suppliers who have sprung up in the past two or three years. Now they have been pformed into fashion suppliers who focus on high-end brands, otherwise those angel investors are going to be crazy.

But do not think that there is no problem for foreign luxury goods merchants who have no worries about the supply of goods.

"at present, Chinese consumers' online shopping is still driven by price. Discount is still their biggest demand for luxury online stores, but the price of most overseas luxury brands or high-end department stores in China is full price," Ren Guoqiang analyzed. "Moreover, many consumers here have high trust in the online purchase of high priced products."

for the luxury goods manufacturers who store the cable stores, if they do not focus on "sales", the line will undoubtedly play the role of display and publicity for brands and products, but for online stores only, all the costs in the Chinese market need to be supported by real sales.

a luxury brand worker in China's self operated e-commerce platform told the newspaper: "we can not expect net shops to make profits in recent years."

"curve saving the nation" > /strong > /p >

there are also rumors that Niemann closed the Chinese warehouse and sold and shipped goods to the US storage center because it is trying to improve the growth rate of international business, because its owner private equity fund TPG and Warburg Pincus LLC are preparing to list it or sell it to a sovereign wealth fund.

despite the fact that Niemann was regarded as the best seller in the past because of her rich customer base, the company's profits plummeted shortly after the acquisition of TPG and Warburg Pincus LLC due to the recession.

Until now, Niemann's profit has just reached its pre crisis level.

In the fiscal year ending July 31, 2012, Niemann's net profit was $140 million, and in 2008 it was more than $142 million.

"P >" from the overall cost accounting to consider the real cost of entering a market to operate online stores, and in the context of the entire website system has been established, the shop is only a language version of the cost, is not the same.

The latter has little investment and no risk. "

Pointing out.

in fact, some foreign fashion providers who have not entered the Chinese market have already launched the Chinese version of the operation language, making it easier for Chinese consumers to buy.

Price driven Chinese consumers have long overlooked an account, compared to those already bought in the online stores that actually enter the Chinese market and set up warehouses in China, which have been included in the price of taxes and charges, and the direct purchase from foreign Internet stores plus the price of international freight has more advantages.

"P >" from the perspective of real business, foreign luxury goods companies will set up shop in foreign countries, and then the Chinese language version may be a way of making luxury goods in China. This solves the problem of goods and goods, and does not require wholesale import and customs clearance, and time and cost will have a relatively large advantage.

In addition, because the number of online shopping people is relatively mature, saving the cost of education.

This is the most realistic choice. "

Ren Guoqiang thinks.

however, the disadvantage of this curve saving the country is that it will affect the customer experience. After service and international freight may be detained by customs, it will make the relatively limited but very important luxury purchase experience worse.

"and this way can not make business bigger."

Ren Guoqiang supplements.