E-Commerce Cannot Enjoy Good Service When Buying Luxury Goods

In the past two years, faced with the trend of price reduction of luxury goods and the hard to say ideal performance, the luxury industry began to gradually adjust its strategy and turn to e-commerce to seek diversified development. However, the development of luxury e-commerce has not been smooth. Recently, a luxury goods website sold a Lafite wine worth more than 3000 yuan. When the wine was delivered to the northeast by express, the wine bottle was frozen and cracked due to the low temperature, and the loss caused by this was borne by the luxury goods e-commerce. In the end, due to logistics problems, this luxury e-commerce company gave up the whole red wine business.

At present, most logistics companies have a low level of distribution, leading to the image of high-end consumer goods being greatly discounted; Pay by piece, so that tens of thousands of packages and tens of thousands of packages are treated equally. When consumers receive a package, they are faced with the same sweaty delivery boy, the same dusty package, and the same back figure after delivery. It is totally contrary to the commodity atmosphere that luxury goods strive to create. This is also the reason why many consumers do not choose e-commerce to buy luxury goods. First, they are afraid of fake goods. Second, they feel that they do not enjoy the services they should have, and third, they do not experience the pleasure.

The problem of compensation for "problem parts" made Ms. Sun Duofei feel helpless, and the freight risk was transferred to the e-commerce platform. Only three times of the express fee will be compensated for the loss and damage of uninsured goods, and only tens of yuan will be compensated for goods worth tens of thousands of yuan. Compensation for insured goods is often difficult to cash, and additional insurance fees are charged. Ms. Sun Duofei believes that the security of goods should be guaranteed after collecting the express fee, rather than pushing the risk to the platform.

In this regard, the reporter interviewed Ms. Sun Duofei, the chief operating officer of luxury goods on Fifth Avenue. Mr. Sun said that in the logistics companies they worked with, there had been cases of couriers running away with pieces. Therefore, some high-value goods need to be delivered to consumers' homes by company employees by plane. The same is true for jewelry e-commerce. Gold jewelry is soft, and large and valuable commodities are easily damaged during express delivery. It is also a way for shop assistants to take a taxi to deliver goods in person. It seems that luxury e-commerce wants to embrace logistics company It is difficult.

The reporter found that the price adjustment of luxury goods is still continuing. BURBERRY cashmere scarves sold for 4900 yuan last year and 3900 yuan in Beijing stores this year. Clinique butter used to cost 460 yuan, but now it costs 390 yuan. The agent can get 290 yuan. Price difference is a gap between consumers and brands. Now is the era of purchasing for all. Take COACH for example. It costs 4000 or 5000 yuan in China and only 1000 yuan on the official website of the United States. Luxury has to regulate the market, win customers and ensure sales. Under the pressure of unsatisfactory sales, brands have turned to e-commerce, hoping to turn the situation around through e-commerce. But the problem is that the logistics closely related to e-commerce has not kept up with the pace, on the contrary, it has also inhibited the development of e-commerce.

Ms. Sun Duofei, Chief Operating Officer of Fifth Avenue Luxury, said that her biggest headache was the rough distribution, which caused damage to goods due to rough handling. Luxury goods were hundreds of times more likely to be returned due to small scratches than ordinary goods. The value of luxury goods is higher than that of ordinary goods. The loss can only be caused by online retailers Do it yourself. In order to compete for price difference and ensure quality, e-commerce can no longer afford to pay on the basis of small profits. As a result, some high-value goods are delivered to consumers by the company's personnel by plane, which undoubtedly increases the cost.

In the face of various helpless e-commerce, logistics companies are also very difficult. luxury goods For transportation, many logistics companies are unwilling to accept it for fear of damage and loss of parts. The person in charge of the logistics company said that the current express delivery personnel generally have low cultural level, high mobility, no professional ethics constraints, and poor management. They have already consumed a lot of manpower when transporting ordinary goods. There is no better way to transport luxury goods for the time being.

As one of the important components of luxury e-commerce service system, logistics is also an important aspect of customer experience. With the development of e-commerce, more and more luxury goods originally sold only in the counter are authorized to enter the e-commerce channel, which is bound to promote logistics enterprises to form a market segment, change the "one pot" model in the past, and provide differentiated services according to needs. Ms. Sun Duofei hopes to accelerate the arrival of domestic "high-end customized distribution" service.

According to the analysis of insiders, there is still a long way to go before the logistics transportation of luxury goods can be customized. The development of logistics enterprises cannot keep up with the rapid expansion of e-commerce, and it is difficult to improve without special laws and regulations. For the high-end market, logistics enterprises should implement reforms in charge, service (distribution process) and compensation, which are different from the ordinary express service in the past. In particular, there is a huge gap in services.

Ms. Sun Duofei put forward three suggestions. First, in terms of fees, e-commerce platforms and elite users are willing to pay higher fees for better services. The way similar to the unified charging of service fees by percentage is unreasonable for luxury goods. The service fees for tens of thousands of goods are hundreds or even thousands of yuan, far exceeding the service value. You can use the way similar to the way banks charge transfer fees to add a ceiling.

Secondly, in terms of service, the previous way of payment by piece for couriers was adjusted from the bottom, and the assessment of payment by item value and service evaluation was increased; Select and train a group of professional couriers with higher quality standards at the middle level, extend the service time of a single customer, and improve the service details; At the top level, more strict logistics distribution standards should be formulated, high value goods should be separated from ordinary goods for unified distribution, barbaric loading and unloading should be prohibited, and special services should be provided for special goods and environments. For example, more fragile protection measures.