Luxury Brands Switch To Electricity Providers Are Not The Initiative To Choose

The struggle between luxury brands and fake electricity suppliers has never stopped. As early as 2013, Louis Weedon had reached an agreement with a Chinese electricity supplier to resist counterfeit goods and signed a memorandum of understanding. In order to avoid the counterfeit Louis Weedon products of the electronic business platform, the reminder and withdrawal system had been launched, but this seemed to have a poor effect. The Chinese electricity supplier has also caused a lot of controversy, including a number of subsidiary companies of last year's French Open Cloud group to prosecute them to the US court, accusing them of providing advertising and other main services to the counterfeit products sellers on the platform.

" Luxury brand The switch to electricity providers is not an initiative choice, but rather a helpless move. " Zhang Yi, chief executive of AI media consulting, pointed out that luxury brands' switch to electricity providers means reducing their status in disguised form, using PC terminals or mobile terminals to attract consumers, and providing services and experience to offline stores. A reasonable change and online attractive prices will also help stimulate the desire of middle class consumers.

However, this frustration is controversial. Many people in the industry believe that luxury is not only embodied in the history, design and technology of the product itself, but also in the experience and enjoyment in the shopping process. Luxury brands began to adjust their global market strategy and fight for electricity providers. But this may be a result of electricity providers unable to bring store experience of "luxury" shopping and losing a lot of high spending power and customers who need more luxury. No matter how the electricity supplier flourishes, the shopping experience of a physical store can not be remedied by online shopping. Online shopping will greatly weaken the brand. Luxury sense "

At the same time, international luxury brands are also plagued by fake products when they cooperate with China's e-commerce platform. Recently, luxury brand Louis Weedon (LV) accused a Chinese electricity supplier of selling three fake footwear and handbags. A court in Beijing has accepted the lawsuit. According to official court reports, the 3 suspects made a good profit in selling Louis Weedon's counterfeit products between 2011 and 2014, so the defendant's trademark infringement is defined as a serious infringement.

China's e-commerce research center analyst Mo Dai Qing analysis, the reason why the domestic e-business platform luxury goods rampant, on the one hand is due to irregular supply. Current luxury business Supply channel There are three main types: first, the electricity supplier employs foreign buyers to buy in bulk, but the price of the product is guaranteed. The two is to allow qualified third party vendors to sell through the electronic business platform. This annual payment is only required to the electricity supplier, without the need to do business license, the unsupervised sales channel has become the hardest hit area of the luxury goods market, and the three is the luxury brand dealer authorized sales. However, because of the luxury brand business to ensure its commodity market status and authentic ancestry, it will not easily authorize the brand to sell to the electricity supplier. At present, there are few Chinese e-commerce platforms authorized by the brand.

On the other hand, luxury brand authentication is difficult and illegal cost is low. Brand stores often refuse to identify and inspect goods sold by unauthorized channels, while luxury goods and other goods are relatively less counterfeit and the cost of counterfeiting is very low. Most consumers are not familiar with the details of luxury brands, and can not authenticated the authenticity of themselves, resulting in difficulties in safeguarding their rights. At present, for the vast majority of the market without brand authorization, once the sale of infringing goods, fake and shoddy goods and other illegal business practices, the business sector can only be punished according to product quality law, trademark law and other laws and regulations, penalties are limited, lack of effective disciplinary action.