The Future Licensing Competition For Luxury Electric Providers Is Bound To Smoke Four.

Like a spring breeze in the cold winter, the domestic luxury electric business has gone through the crisis of bankruptcy, layoffs, infringement and so on. Finally, the authority of the international brand has been loosened. After listening to the official authorization of Ferragamo to sell its products, many other electric providers privately exclaimed, "why not give it to me?" in the future, a licensing competition for luxury electric business is bound to smoke four.

　 Authorized icebreaking

Luxury electric business is gradually recognized

domestic Luxury goods After several months of downturn, the electricity supplier finally came to a good end. In October 11th, after the official authorization of Salvatore Ferragamo, the top luxury brand in Italy, the "genuine" commodity officially landed on the website of the show net, including the classic and best sellers of shoes, shoes, accessories and other brands of shoes for men and women in the October 11th.

It happens that there is a similar case, Gucci (Gucci) the top brands of the group's top shoe brands, Sergio Rossi (Sergio Rossi) and Dupont (S.T. Dupont), have also built an official authorized big stamp on the source of luxury electric business in China. Prior to that, Shang pin network was the first luxury electric business enterprise to offer "authorized price" in China.

Yan Wei, partner of Siwei investment consultant, said domestic luxury products Online retailers In addition to being able to obtain abundant and stable supply, it will also improve the low price competition in the industry, improve the profit of the industry and develop healthfully.

Zhou Ting, President of the Institute of wealth and quality, believes that this is the beginning of the gradual recognition of the international luxury business platform.

　　 Source of embarrassment

Most afraid of cleaning up "rotten tail goods".

According to the data released by Analysys observation, the scale of online luxury shopping in China will expand in the next 3-5 years, and it is expected to exceed 10 billion yuan in 2015. But the supply of goods has always been a bottleneck for businesses.

Insiders said that the main source of supply of luxury electric business in China came from big dealers, distributors and buyers living abroad. The former accounts for a low proportion of new goods, while the latter is hard to distinguish between true and false.

Fifth Avenue luxury goods network CEO Sun Yafei said that most of the products came from international agents and dealers in the country to ensure 100% of the genuine products, but must buy out the tail cargo. In addition to huge financial pressure, if we do not get into the "bad tail goods" without market, we will lose a lot.

"Purchasing goods generally come from overseas stores or Oteri J, because of the lack of regulatory system, some buyers will be shoddy, and even use super A for real." Miss Zhao, who was engaged in overseas purchasing, revealed.

　 Big intention

Circulation of controlled goods through authorization

International big names have long been planning for entering the domestic e-commerce platform. Burberry (Burberry), Armani (Armani) and other brand official website have already opened online purchase; Coach (Kou Chi) independent domestic online shopping platform has also entered the online countdown; foreign luxury websites such as Net-a-porter and YOOX have entered the Chinese market.

From the international luxury brands to prosecute domestic electricity supplier infringement, to the network of fake cross flow, domestic luxury electric business in the cold winter. Why do international brands throw olive branches to these business enterprises in the declining voice?

Zhou Ting believes that for large brands, this cooperation is intended to widen its distribution channels, just like Oteri J and duty-free shops. The domestic luxury consumption crowd began to be younger, which made the international brand start to build its own online platform, and authorized the domestic mature luxury electronic business platform to get twice the result with half the effort, and it is easy to grasp the more comprehensive market and consumer habits and other information.

In addition, there is another reason that can not be overlooked. With the rapid development of luxury consumption in China, the high imitation and counterfeit goods are flooded in the market, and online shopping is the hardest hit area.

　　 Industry competition

Shopping experience will attract licensing mantra.

Judging from the current category and quantity of licensed commodities, its cooperation with electric business enterprises is still at an initial stage, and has not yet reached a larger scale than the domestic luxury market.

Chen Shou, an international analyst at Analysys International, said that domestic luxury electric providers are in urgent need of adapting to new consumer demands and new changes. Luxury five star hall service has been highly praised by consumers and brands. This requires the domestic electric business enterprises to match with the big brands in service, so as to achieve seamless connection between online and offline businesses.

He said that good shopping experience and service is the future killer of luxury electric business to attract international licensing and consumer patronage. If there is no adjustment, there may be a big withdrawal.

In addition to commodity licensing, domestic luxury electric providers are also seeking authorization from foreign designer brands and high-end fashion brands. For example, Milly, M Missoni, Cynthia Rowley, Laundry By Shelli Segal and other European and American brand 2012 new products have been authorized exclusively in the Shang pin network.

Zhou Ting said that cooperation with European and American designer brands and fashion brands is in line with the development rules of foreign mature luxury electric providers. With the introduction of new fashion concepts, it can also achieve greater profits.