Sharing Luxury: Survival Or Destruction Is A Problem.

Recently, the idle luxury sharing platform "charter rent woman" announced that the company completed the angel's round of financing in June this year.

The promotion of the economic level of the Chinese people has brought luxury goods more into the field of vision. In addition, the impact of the sharing of the economy on luxury camps seems to be logical.

Coupled with the gradual increase of market demand, luxury sharing business can also take advantage of the trend, and achieved good results.

But in the light of all aspects,

There are a lot of problems in the mode of sharing luxury goods, so the future development is still open to question.

First, the demand for luxury goods has expanded, and the sharing tide has spawned leasing platforms.

Luxury goods, also known as "non essential necessities", are internationally defined as "a kind of consumer goods that are unique, scarce and rare beyond the scope of people's survival and development needs".

Economically speaking, luxury goods refer to the products with the highest ratio of value to quality, and the most important products of intangible value and tangible value, including

Jewelry, luxury yachts and so on.

Under the background of China's rising economic level year by year, the number and amount of luxury goods consumed by Chinese people soared to the top of the world. This has also made many international luxury brands have confidence in the Chinese market, opening up new stores in China, and gradually expanding from the first tier cities to the two or three tier cities to seize more market share.

Despite the expansion of the luxury market, most people still do not consume luxury goods.

On the one hand, thrift is advocated in traditional Chinese thought. On the other hand, luxuries are not necessaries of life.

But in today's society, luxury goods are very much needed in many times.

In this kind of "conflict", the mode of shared luxury appears.

Looking at the market, many luxury goods idle platforms have recently won the favor of capital.

In July of this year,

The leasing platform "meow" announced that it had completed the multi million dollar Angel round financing from yingcapital.

In September, the global idle pack sharing platform "BG" announced that it had won nearly 10 million yuan seed investments from angel investors Wu Bin, Cheng Yang and Dao Sheng in July this year.

In November, the second-hand luxury electric business "really" tens of millions of dollars to the luxury luggage sharing sharing platform, "shake bag" to implement M & a strategy.

Combined with the overall market situation, it is reasonable to add luxury goods to share mode.

Luxury English is "luxury", meaning "good, expensive, not essential".

For ordinary users, luxury goods are often tens of thousands of thousands of, and there is no practical use.

Buy it. It hurts too much and it doesn't work.

No, there are occasions when demand for luxury goods is strong.

For many women, there is always a need for frequent parties, expensive clothes or a luxurious bag.

For men, a high-end watch can also add color to the party.

These clothes are too ordinary to feel embarrassed, but to buy tens of thousands of luxuries for a party, the economy may be more difficult.

So luxury leasing is a good choice.

Take bags as an example. For many women, luxury bags are invisible and just need to catch up with the draught of shared economy, so many platforms are specially designed for the sharing business of luxury bags. For example, the platform that has already been provided for financing mentioned above is not a small number of luxury bag rents.

The basic mode of this platform is not to buy luxury goods, but to integrate users with luxury goods in their opponents, so that they can share the idle luxury goods in the platform and then lease services.

For such users, tens of thousands of tens of thousands of dollars to buy a luxury can not be used every day, since idle, it is better to rent on the platform, but also get some of the proceeds.

Although these benefits are not much for "tyrant", luxury sharing is a good way to increase income for many wage earners who spend months on wages to buy luxury goods.

In addition, this shared leasing mode allows luxury goods to flow. Users who have no money to purchase luxury goods can rent luxury goods at the lowest price. For this part of the users, this mode is also easy to accept.

Sharing luxury platform operation mode is different from shared bicycle and shared charging treasure.

Shared luxury goods do not need to spend their own cost to buy products, but integrate user resources. Unlike the latter, they need to invest in advance and then proceed to the next step.

Therefore, compared with other sharing modes, the share of luxury goods has more share of the original flavor of the economy.

Of course, sharing luxury platform can not only rely on the current mode of profit, in the later stage can also have more ways to make money.

For example, membership system can be implemented and deposit should be paid.

Or can be directly associated with

Cooperation directly sells luxury goods to users.

Because early stage in the leasing process can collect accurate data of users, there will be some potential users who can develop in the leasing crowd. If the platform can give users a reasonable purchase price, because of the huge profits in luxury goods, the profit after that is worth looking forward to.

Admittedly, the business of luxury sharing is lucrative and hot. However, in the course of development, there are inevitably some problems.

Two, there is risk in the luxury sharing mode. There will still be room for development in the future.

Luxury goods

In operation, some problems are gradually exposed.

For example, there are some hidden dangers in the luxury rental package business.

This market share is not enough. The Japanese luxury store brand Bai Oufu, a store manager at a Shanghai branch, said that only two customers came to China to ask whether they could rent a bag after two years in China.

Luxury rental platform online logistics distribution and return business process, so that consumers and businesses can not confirm the status of luxury goods face to face, so it is easy to dispute.

It is even more difficult to define if the customer wears the luxury goods in the process of using them.

Because there is no such standard as "normal wear range", it is more prone to problems.

At present, the lags behind brand promotion is also a common problem in the luxury secondary market.

Once so, it is difficult to establish the reputation of the brand and enhance the user's trust in the brand, making it difficult to further develop, and in the leasing market where consumer trust is very high, it is even more difficult.

In fact, China's second hand luxury goods market has great potential, and this category is not very affected by the national policy environment.

However, the second hand luxury market has not yet formed an industrial chain, but tends to be a simple commodity trading.

According to relevant information, China's second hand luxury market is active, and its assets should be between 10 million ~5000.

Purchasing power is the main force in the secondary luxury market.

But the fact is that the economic strength of the consumers in the luxury share market is far below the actual level, which means that the industry has not yet been able to really invigorate the supply and terminal consumers.

In fact, the main audience of the leasing business is not the core consumer group of second-hand luxury goods. The business can be regarded as an eyeball economic strategy of the brand, which is a gimmick and a gimmick of no small risk.

Besides, the main users of second-hand luxury goods are people who want to move closer to fashion. They belong to the lower reaches of luxury goods, whose price sensitivity is high and it is difficult to cultivate their loyalty.

Revitalize this part of the population may achieve short-term results, but it is not conducive to long-term development.

Low price can not be used as the core competitiveness of the second hand luxury goods sharing industry, because this is likely to lower the price of customers and eventually lead to the loss of core groups.

Despite many problems, it can not be denied that luxury sharing is a very promising model.

There will be some doubts about this pattern, for example, this mode will encourage the vain style.

But this is human nature. Everyone wants to be noticed and praised. So people are not only vain, but also people in the past and people in the future.

More interesting reports, please pay attention.

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