Sale of luxury goods in China are in a wilderness area, the place can think of nothing less than the sale is not duly authorized Outlets. Yang Peifeng to share his network as "China's first fashion show off the company product name GLAMOUR sale club", in fact, Yang Peifeng in addition to the German textile and apparel products customized brand Spreadshirt served as president of Greater China, and other practitioners are experienced and a luxury ride without on the relationship. And many times, "China's first" only "faster than anyone else we copied a new business model abroad," another way of saying, share and network Gilt is a replica of the United States.
Gilt success to stimulate the sale of luxury goods in China careerist into the field. This by DoubleClick founder Kevin Ryan, eBay, and the earliest members of the Alexis Mybank former executive of Louis Vuitton in 2007, Alexandra Wilson co-founded the site, met a good time. Luxury by the depressed economic impact of the manufacturers are eager to not damage the brand image and value of the premise to dispose of excess inventory, and begin to pay attention to bills of consumers who are more vulnerable to discount to attract. Just four years later, Gilt income in June of $ 500 million and got $ 318 million investment. In the United States, Gilt have HauteLook and iDeelik other piles of imitators, not to mention a lot of money looking for opportunities Chuaizhuo of Chinese investors.
20 billion yuan, the Chinese e-commerce research center to the next two years, the Chinese luxury goods e-commerce market forecast. This is a sea of blue, just go to have a chance. Then, Coach Thibault Villet as the former President, Greater China CEO of attractive benefits, known as "the first family member to invite a strict system of luxury private sale sites," the network is still products, as well as self-proclaimed "world famous fashion sale club" superior product after another on-line network. In addition to superior product network, the other three sites have received a ten million U.S. dollars in venture capital.
Capital, eager to express the strong desire to investors, if they participate in a Gilt in the "flash" sales. Gilt with the short sale process the inventory cycle turned into a luxury buy the game. In this competition there are no casual stroll spectators, participants must get up early enough, point the mouse fast enough, decided enough time to get loot. Of course, their credit cards must also keep up the rhythm of the owner. Hot money, the sale of luxury goods has become a field of buying the game.
And Gilt like to share network will also take membership. Their own contact list to send invitations, and then gradually by these users to send invite people they know, due to successful membership invitation to new customers and reward. Members of this huge scale and quickly converted into cash income.
June 26, share more than 100 online sale will be filled on a Home to European models dominated the posters, each following a brief introduction to the text and figures prominently discount. Web site is likely not the right to use these images, including French wine goes on sale will be used in "Tudors" poster, but if the price can Qizhe buy Hermes bag, already discounted prices to buy La Prairie , or a discount price to buy Swiss watches, and who would care about this yet.
However, they have to face reality: they are not authorized to sell brand-price luxury goods shopping site. Some of these websites from the sale of luxury goods brand in Europe and America in the hands of authorized dealers buy inventory, some non-mainstream brands get the network proxy, and some properties equivalent to overseas purchasing, some mixed with some second-hand luxury goods and fakes .
"Recently, Internet companies took a lot of name luxury goods to Secoo luxury package testing center to talk about cooperation, of which only a few are genuine, the rest is all A cargo." Qing dynasties Capital senior investment manager Lei Zhonghui the "firstFinancial Weekly, "said. Even the website operators, their channels can not grasp. Silk experienced and trained Xiangyang Road market, Chinese consumers the most important issue is the genuineness of the goods. Lack of support for luxury brand licensing online retailers, even if the entire page are written on, "only sell genuine goods", is not likely to be special treatment.
Dense in the luxury on-line discount shop more than a year later, the competition between them is not a commodity to a large extent even the prevalence, type, service competition, but the credibility of the competition. In the luxury retail industry's most important brand licensing and business reputation of China's online luxury retailers have not enough time to accumulate.Almost impossible to get big in the case of authorization, online luxury goods retailer to prove the authenticity of their own and become a great need of creative things. First of all, they are more inclined to listen to the crown on the high-end web name of the virtual shop for complex ornate decoration, choose the best-selling luxury brand easily recognizable, and do not forget always a conspicuous place at the site marked "Genuine assurance . " Then they will use different means to try to support this guarantee.
"We cooperate directly with the brand, so our site does not LV, Chanel, Hermes of these super luxury brands because these brands are not authorized to sell their goods website." Thibault Villet on the "Business Weekly" said. Attractive benefits of a smart path to choose, and Diesel, Juicy Couture and other high-end exclusive license tide, however, these brands do not belong in the strict sense of luxury.
Share and co-founder and director of network strategy is to grow the brand on sale and go after the right, his "Business Weekly", said: "Not only have brand goods, dealers, distributors, department stores, Outlets, Potter getting goods dealers and other channels are not necessary to start and brands. "in his view could get, and sell arrival is the most important.Dong policy but apparently has lost the initiative. May 16, Joyce fashion retail empire before the helm Adrienne Ma (Ma Mei-yee) after exiting the Joyce founded shouke.com formally launched, which is China's first authorized sale direct access to the brand website. With his mother Joyce Ma of Hong Kong's fashion industry leads the way position, Adrienne without going through agents, or the overseas purchasing methods, will be able to brand just over quarter sales of goods directly on-line limit; Moreover, these products and stores to enjoy the same level after-sales service.
Strong competitors in the prototype is bound to severely impact the sale of luxury goods sites, but no matter who is Yang Peifeng, or investors, they were in good faith, because the market is still broken down, behind a huge crowd.
Interstate 10 in California to the east, a white bus carrying tourists to enter Shenzhen Outlets desert mountain factory shop. More than three hours later, back to the car's passengers were stuffed surrounded by bulging shopping bags, paper bags printed with Zegna, Prada, Burberry and so forth. Their cost is to spend a thousand dollars to buy air tickets, and then 30 hours back and forth to catch the plane, buy a bunch of cheap-price stores than the domestic stuff. In Yang Peifeng there, these are the little mouse thing. This alone, he felt the future is no problem.
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