Luxury Goods Without Official Authorization Is The Biggest Dilemma.

In the first half of this year, several luxury electric providers announced large sums of money.

In May 19th, Xiu Xiu net completed the C round of $30 million in financing. In May 25th, it announced that it had won 60 million yuan in the A round. In July 8th, the monastery announced that it had won more than $50 million in E round of financing for Ping An Innovation Investment Fund. On the same day, the luxury electric business glamour announced that it had won the strategic investment of Alibaba, amounting to over 100 million US dollars.

Although capital intervention is strong, only 5 of the world's top 60 luxury brands have opened their own online stores in China, lags behind the changes in the Chinese market.

Among them, the traditional luxury goods such as Gucci's electricity supplier income is less than 1%; Burberry stationed in Tmall flagship store for 18 days, only sold 132 items, and the return rate reached 26.4%.

Luxury brands, which are forced to enter the electricity supplier under the pressure of physical store sales, are usually passive.

"There is still some contradiction between the attitude of the luxury brand to the electricity supplier," Tang Xiaotang said. "The high-end positioning of luxury goods and the cheap impression of the current stage of electricity providers can not be well grafted."

The problem of counterfeit goods is also a major ailment that plagued luxury goods to enter the electricity supplier.

Recently, Tencent technology reported that vip.com was suspected of selling fake "HOGA", "ARSA" and other watches.

It is reported that consumers have asked vip.com to produce certificates of authenticity, such as merchandise authorization, but vip.com has refused to produce it on the grounds of trade secrets.

According to the wealth Research Institute, the market visibility of luxury goods is more than 6 times that of genuine products.

Tang Xiaotang also said: "

The purchase is not just about the object itself, but also the high-end value attached.

This is the electricity provider can not provide. "

A LV bag control, born in 1992, says she enjoys testing goods in the store and being attracted by the excitement, which is not available online shopping.

At the same time, a departed luxury store clerk told times weekly reporter: "some limited counters are out of stock, let alone shop, at least the current online shop can not meet the needs of high-end customers."

Unable to highlight the price advantage is also one of the reasons why luxury electric providers are in an awkward position.

An overseas student who buys in Europe told the times weekly reporter, "the same goods,

Flagship stores may not have the price advantage, catch up with the European discount activities, purchasing party bags perfume can even be 20% cheaper.

Data show that in 2014, Chinese consumers' consumption of local luxury goods dropped to 25 billion US dollars, down 11% from the same period last year.

At present,

There are mainly three ways to purchase luxury goods: first, the electricity supplier gets official authorization.

At present, there are only three authorized companies: the German HUGOBOSS and FLGM authorized network, the FLGM authorized by Burberry and Coach, and the Jingdong authorized by TAG Heuer and Tod.

Many of the world's top luxury brands, including LV, Armani, Gucci and Prada, have said that they have never authorized any Chinese e-commerce website to sell their products online. These brands will not provide inspection requirements for online shopping luxury goods and after-sales service, global quality assurance and so on. Two, it is through the overseas purchasing agency, such as the factories, Oteri J and other channels, "sweep goods", the product quality of this channel has certain guarantee, but the price is relatively high; three is the "parallel products", that is, through authorized dealers, agents to get goods - this is the most commonly used practice of domestic luxury electric business platform sales.

But the sale of "parallel products" itself lacks supervision.

"The electricity supplier does not personally purchase, it can not guarantee the authenticity.

Hai Tao, dealer mode, as long as there is a link can not be detected, it is easy to have problems.

Tang Xiaotang said bluntly, "not getting official authorization not only means that the cost of incoming goods can not be reduced, but also means that the source of goods can not protect the authenticity, which is why China failed to develop a well-known luxury electric business."