Luxury Electric Business Is Once Again Cold, Cross-Border Sea Scouring Promising

Compared with other electricity providers, the domestic luxury electric business has received very few new financing in the past two years. There are indications that domestic luxury electric providers are once again cold. In recent years, domestic luxury electric business has received very few new financing. Founded in August 2011, the VIP respected network is closed, and Tian Ping Wei is said to be a merger and acquisition of luxury goods. Hongkong Milan station is in crisis of development.

There are indications that the domestic luxury goods business is once again cold, the industry is depressed. In fact, luxury electric providers have had a big shuffle two years ago. In 2012, the companies such as pin Ju, Jiapin, hoha and other vertical luxury electric business companies went bankrupt. They fell behind NetEase's luxury platform, NetEase Shang pin and Sina luxury channel. They also closed after a short operation.

At present, in the first batch of luxury electric providers founded in the Web end, such as temple library, Shang pin network, Fifth Avenue, vip.com, etc., in addition to the successful transformation of vip.com's flagship domestic brands, but also can not be regarded as luxury electric business, the closure of other failures and transformation of transformation. Few people are playing luxury signs again.

Like Shang pin net, since 2013, it has been transformed into fashion and light luxury. It is no longer the traditional luxury electric business. The temple network, which once sold on secondhand luxury goods, is also transforming vigorously. In the future, it is more inclined to become a service attribute company rather than a retail enterprise.

The cake of luxury electric business looks very tempting. What is the difference between the second wave of cold wave and the first wave? Insiders say that the most essential reason is that there is no suitable mode to support it.

"The luxury market in China is huge, but there is a big difference between the sale of luxury goods and the sale of traditional goods." Analysys International analyst said, "experience, identity, culture and other factors account for a relatively large proportion, which is not a traditional e-commerce can be well resolved."

Insiders say that luxury buyers are high-end users. Real high-end users do not despise online shopping. They also enjoy the pleasure of offline shopping. The latest issue of China's luxury brands released by the Hu Run Institute has confirmed the above view. Hu Run, chairman and chief investigator of Hu Run, said: "in the global luxury market, the Chinese market accounts for nearly 40%. Of the 10 luxuries owned by the Chinese rich, 7 were purchased from abroad.

In addition, the domestic luxury electric business basically emulates the Gilt mode of American luxury electric business website membership system, discount and luxury brand. But the key to Gilt's success is not feasible in China. The large stock and backlog of luxury brands in the us make Gilt easy to knock out the doors of luxury brands and make them willing to become suppliers. and Chinese Market The situation is quite different. Luxury brands are almost in short supply. Without the pressure of inventory, they have the initiative and no reason to become an e-commerce provider who wins at a low price.

In fact, on this road, it is now on the market. Vip.com Once I had suffered losses, I finally found that the road was blocked. But vip.com found that the domestic low-end brands had a large inventory and backlog of goods, so they moved to the middle and low end clothing brand line, and finally made a full pot.

A large number of vertical luxury electric business has become a "martyr", but in recent years, including Tmall, Jingdong, including the comprehensive electricity supplier is quietly increasing cross-border electricity supplier Hai Tao luxury sales.

Recently, many luxury brands have joined Tmall. Electricity supplier channel Only for official website. Coincidentally, Jingdong has also launched a special channel for luxury goods. NetEase's cross-border electricity supplier "koala sea purchase" has begun to layout the market of Hai Tao luxury brand, and has launched a big sales promotion tide in the industry.

For luxury brands to join the comprehensive electricity supplier phenomenon, industry analysts believe that the luxury brand has changed its layout strategy in China, joining the e-commerce platform to cope with the slowdown in the Chinese market growth, the growth rate of China's luxury market in 2013 was 6%, and the annual growth rate of domestic luxury goods market in 2014 was about 2%. It is expected that the growth rate will continue to slow down in 2015.

Compared with the vertical e-commerce platform, the advantages of the comprehensive e-commerce platform are user scale and traffic volume, and a small proportion of users purchase luxury goods is enough to give a good report data.