Domestic Luxury Electronics Mall "Bleak Business"

In March this year, the United States

Boutique department store

The press conference on strategic investment in China's affiliate shopping website is full of doubts. People don't know why the old department store chose to enter China in the form of e-commerce. As a foreign enterprise that has never been in China, Neiman Marcus knows enough about Chinese consumers.

In the early 2011, China's luxury electric business showed an explosive growth. Local B2C websites were in the ascendant, and foreign giants entered the country.

However, after less than a year, Luisa via Roma and Shopbop launched Chinese services, Net-A-Porter acquired familiar customer network, Macy 's department store and

To achieve good news such as strategic cooperation, another group of rapidly rising e-commerce websites (hoha network and Shang pin net) are facing a crisis of massive layoffs or even closed doors.

Beyond all expectations,

The strong demand for luxury goods is not reflected in the online shopping field, and the expected profit is so difficult. At this time, China's luxury electric business market is becoming more and more competitive.

Consumers' misjudgement has become a fatal injury to the large number of fallen luxury goods providers. Nowadays, the most purchasing power Chinese consumers are still used to buy luxury goods overseas, while smart shoppers are eyeing Taobao purchasing.

In the eyes of the vast majority of Chinese people, online shopping means lower prices and even unimaginable low prices. Columnist Ye Zhengqi asked in an article: can luxury online stores sell "cabbage prices"? In fact, this is the common doubt of most Chinese luxury consumers, and when this answer is obviously "no", the local market is the only one.

Shopping websites are almost meaningless to consumers.

Another weakness of luxury electric providers is that they usually do not have enough strong brand relationships, except for images.

Such industry giants, proud luxury brands, are unwilling to lower their noble heads in front of luxury electric providers. The problem with them is that these websites, known as the top luxury goods and designer brands, tend to have a single product, insufficient supply, no attractive discounts, or even websites that can only survive by selling seasonal discounts.

Most Chinese luxury shopping websites are far less attractive than Taobao. Taobao has formed a complete ecological model. When it begins to enter the high-end market, it has already had strong support.

Back to the original problem.

Foreign luxury electric providers represented by Neiman Marcus, do they know enough about Chinese consumers? I believe every company must have done a lot before breaking into a large amount of US dollars.

And in order to adapt to the Chinese market, overseas electricity suppliers have taken the way of cooperation with local companies.

Perhaps the development prospects of these e-commerce companies are not good, but for the outsiders, the most valuable part is the company's team and talents who know the local market well.

In the face of fierce competition and fast changing business environment, strong financial support enables these alliances to have stronger ability to resist risks. They can hardly wait for the market to develop a more mature online consumer group.

On the other hand, the connections with the European and American countries are enough to get them.

More vigorously support, really provide the same rich choice as offline shopping.

Whether the combination of outsiders and locals can help to break the status quo of China's luxury electricity supplier market? We will wait and see.

In the face of increasingly fierce competition in the B2C market, there are also enterprises began to try the new O2O mode (Online to Offline commerce offline offline e-commerce), the largest US Department Store Macy s s invested 15 million US dollars in the Chinese market to establish entities.

And establish corresponding European and American networks to attract consumers with dual specifications.

If the online shopping can not bring real experience is the biggest obstacle for luxury goods providers to get over, the combination of online and offline may usher in a favorable turn for the whole market.