Luxury Into The Business: Extended Discount Season PK Fake

The news of the sale of some time ago was not a big blow to the luxury electric business, but it also stimulated many electric providers to prove their determination. Recently, the show has announced the official authorization of Hugo Boss.

In fact, as early as 2012, the network won the official authorization of Salvatore Ferragamo. Although it was criticized for its lack of products, it was a good start. At least, it added weights to the negotiations between the e-commerce providers and international brands.

Electronic Commerce aims at brand headquarters

We are paying close attention to the negotiations, including the temple library network.

Temple library has already had good cooperation with Jonny, a high-end watch brand. In addition to online sales, Parma Jonny also opened a special store in the Shanghai store.

Although the temple library has been selling Dolce&Gabbana and Armani products, it is not yet authorized.

"We are using some way of cooperation with domestic brands or distributors, and all goods are bought directly," explained the head of the temple library. "We certainly have the intention of obtaining authorization.

The boss has recently talked with a famous Italy brand in Milan. If it goes smoothly, it will be announced soon. "

In the interview with reporters, the relevant person in charge of the show network also revealed that at present there is a new brand named GAS: "in addition to the big international brand, we will also talk about cooperation with some luxury and niche designers."

But Shang Ping net has just welcomed the entry of Topshop recently. Although it is not a luxury, its positive significance can not be ignored.

It's not easy to let luxury goods go online.

To control risk, some luxury goods that have already opened official website shopping channels are not open to China, and some overseas shopping does not support delivery to China.

Similar

The brands of Chanel and Louis Weedon are even direct in the world. They are very well controlled in goods and have publicly stated that there is no authorized electricity supplier.

But the Internet is still flooded with a large number of products of these brands, which are difficult to distinguish between true and false. This is also the cause of trust crisis and big cards unwilling to let go.

Of course, some people tried the water, but failed.

For example, the collaboration between Shang pin and the African American women designer brand Tracy Reese is because the brand still has not enough fame in China.

Quite a few years ago, Coach, which was quite prosperous, entered the electronic business platform, but it withdrew in 2 months.

In fact, even if the big card is loose, it is also very prudent. For example, the negotiations before and after the authorized cooperation of Salvatore Ferragamo took about 1 years, and Hugo Boss had discussed cooperation with Xiu Xiu net two years ago, but until now, it has only officially entered.

"The Germans are more cautious. They also hope that the e-commerce team will consider partners when they are more mature.

Maybe our cooperation with Salvatove Ferragamo brings you confidence. "

"This is good for the domestic electricity supplier because the atmosphere needs to be nurtured," said the official responsible for the show.

At the same time, this is also a declaration of war against counterfeit goods.

If the electricity supplier only sells the seasonal goods and helps the brand digest its stock, it is just an online outlets.

If there is no advantage in the price of luxury goods, many smart customers can not find the reason to visit.

"Goods must be in season, for example, the products that are now on sale in early autumn 2014, so that many customers who are not in second tier cities can buy the latest products at the first time.

Since the liberalization of online shopping, it will naturally give the partners an appropriate discount. For example, the electricity supplier can extend the discount period.

At the same time, there are also activities such as full delivery and discount.

An industry source said that the big card to extend the discount season by the electricity supplier is not impossible, "boutique shops consider the image and the layout of the new layout needs, discount goods to get time, the electricity supplier just helped end."

The same is true of temple stores. At present, customers can get a slightly lower discount than the members of the exclusive stores. For example, DG, which is recently purchased by flash, is almost 15% off.

Of course, the boutique is to do image and service, while online shops can attract popularity and extend the brand coverage, and then be arrogant like luxury goods.

But at present, there are about two categories of luxury goods that are hard to be touched by electric providers. One is limited niche brands, and the other two are high-end brands that are not discounted all year round.

Both of them, such as Patek Philippe, have told reporters that they will not let go of Internet sales, because the Internet can not replace face-to-face communication.