Luxury Electric Business Or Bankruptcy Or Transformation

From Dangdang to start the clothing business. Tmall The high-profile cooperation with fashion group yells that "Tmall is enough". With the support of the Chinese government for free trade zones and bonded policies, the business of all kinds of fashionable sea purchase websites is more smooth and smooth. This undoubtedly indicates the arrival of a great era of fashion business. It also exposes the embarrassment of luxury business operators directly.

There is no denying that the first generation of luxury electric business has been collectively occupied.

In the first batch of luxury electric providers, such as temple library, Shang pin network, Fifth Avenue, vip.com and so on, with Web terminal as the core, apart from the successful transformation of vip.com's flagship domestic brands, but also can not be regarded as luxury electric business, the collapse of other failures and transformation of transformation. Few people are playing luxury signs again.

For example, Shang Ping net goes downwards and transforms light and luxurious to Topshop. More recently, layoffs have been reported. There are two media reports that "Shang pin net is once again in a layoff storm" and "two years have not yet been invested in the industry." To this end, Shang pin net issued a statement, pointing out that there are more than 450 employees in Shang pin network, not the "reduction of more than 100 people" mentioned in the report.

It also said that since 2013, it has been transformed into a fashion luxury product. It is no longer the traditional luxury electric supplier. "We are committed to creating fashion. Light extravagance Online shopping is the first stop dedicated to the introduction of international fashion luxury brand to provide high quality online shopping experience and services for fashion consumers.

And once used to sell the luxuries, the temple library network is also transforming vigorously. Temple library network CEO Li Rixue said, temple library network has never positioned itself as an electric business enterprise, with Tmall, Jingdong and other traditions. Retail electricity supplier Compared to the temple library network located in high-end consumer goods service platform. In the future, it is more inclined to become a service attribute company rather than a retail enterprise.

Li Rixue believes that luxury consumption is not only a traditional name list or a brand name, but also involves more subdivision channels such as luxury cars, five star hotels, restaurants, and even high-end tourism.

Shang Ping network transformation light luxury, tear up the label of luxury goods, temple library network transformation high-end consumer goods service platform, at the same time tear up the label of luxury goods and electricity supplier.

Mo Daiqing, an analyst at the China e-Business Research Center, said that the development of luxury e-business is limited. She told the Securities Daily that many luxury e-business providers in China are also transforming to the fashion business, because luxury is a niche market.

But Mo Daiqing also believes that because of domestic demand for luxury goods, the development of luxury electric business still has room for growth. But in this niche market, only a few live well.