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Domestic luxury e-commerce become an inevitable trend   by Apple

Luxury brands to enter the electronic commerce is an inevitable trend. The Internet is not just “tao”, “quantity selling cheap type” world, created by the network world has the luxury and inaccessible

Last year, luxury goods have sprouted up shop booming. In the support for tapping the domestic shop, had already begun the horse race circle; Only recently joined to give “charm overseas HRSC” and August is the business YOOX group will hold the brand resources are not returned. Now, whether consumers are part of still not dare to try water network, the face of China’s big luxury is still in the space is not fresh doubts: in buying and selling on the net on luxury goods by spectrum part?

The only certainty is that luxury brand into the electronic commerce is an inevitable trend. The Internet is not just “tao”, “quantity selling cheap type” world, created by the network world has the luxury and inaccessible.

Overseas corps resources abundant

When “Beijing pounds” (” Beijing pounds “is the British media based on the concept of” pounds “created a noun.” Beijing pounds “consume Burberry, LV, such as Gucci big luxury is expected to account for a third of the luxury industry sales) become world luxury industry support, the main force Chinese also gradually adapted to the net buys, founded in Japan’s” charm “and we can’t wait to came to China in this piece of blue ocean, want a share of the cake. Then the is founded in Italy to the famous luxury network operators YOOX group.

Hold official authorized brand resources, the goods is to give the biggest overseas appeared advantage. YOOX group has been operating in China before the end of 2010 the three official authorized emporioarmani shop. Cn, bally. Cn and marni. Cn. In the year to August, such as Alexander McQueen hiemal D&G collection, Alexander wang, Emporio Armani, such as new designer brands of thecorner.com will also online.

YOOX CEO and founder of FeiDeLiKe markov Federico Marchetti, Kitty (in) to accept the first financial daily “interview, said:” the time is right at present in China. Chinese consumers became more and more mature, began to pursue quality rather than quantity. At the same time, Chinese luxury consumers than the European and American countries, generally less than 45 years young. Our target customers it is 30 years old or so young man.”

Hand Armani, Dolce & Gabbana, Diesel, Missoni, Prada and other brands of exclusive license and false, the problem can be well. However, YOOX in overseas sell an outlet lower prices project was not in China. In China the is the YOOX whole strategy, brand shop price and the local official entity shop synchronization. FeiDeLiKe told the: “for YOOX speaking, and brand establishes the cooperation relations, and entity shop to form the joint effort is our strategy.” But, so, the Chinese customers want to buy its website YOOX low luxury is possible.

Logistics was foreign to give short board. A few years ago, fashion writer “how many mooncakes one gets measures in the shop had YOOX on high-grade deserve to choose and buy. “Things to China would probably want to 3 ~ 5 days, were also must add custom duty.” Talk about the buy on the net experience, “how many mooncakes one gets measures said he doesn’t satisfied. And now, according to the commercial blueprint, YOOX goods will be able to do the next day to arrive.

Compared to the full price to high-end YOOX attitude will “entity stores” moved to the Internet, the other with a background of international shop “charm” will you “prompt” famous brand sale going to China. They emphasize the amplitude, the membership of discount. Of course, membership will is easy to apply, “shell” too, but also can yet be regarded as a kind of stick to the customer’s way.

“Charm” the brand resources you have large scale, with 350 brands of online retail license, but in level a YOOX have very big difference. In “charm” hui, besides dolce &gabbana, supreme, Burberry for a BOSS line brand, all other outside the young fashion brand.

YOOX group in China now is just out of reach, a little more business is not yet in. Looks good a series of commercial blueprint in China to get good whether development is still unknown. Especially the whole strategy for China to keep consumers buy cheap in the Internet, “” psychology is a kind of impact. In addition, in thecorner.com on sales of designer brands is to belong to more small all the departments, Chinese consumers’ willingness to accept according to the order need to play on a question mark.

Low price to win is the erroneous zone

Domestic professional luxury site began in three years ago. At that time, the Chinese strong demand and bottomless purchasing power has made overseas luxury business shock. This piece of blue ocean let Wall Street investment Banks have work experience in the SunYaFei monk overseas learning the sun more luxury management murphy warm river prophet. Duck By the end of 2008, the earliest Chinese luxury website one of “fifth avenue” online operation. So far, the luxury web site has a potential of the full: in addition to fifth avenue, shang pin, only products, professional sales site guys nets, besides the jingdong nets also plans to release independent web site, netease, luxury goods online sales channel of luxury.

Although the fifth avenue chief operating officer insisted that “more than sun phillips luxury sales is not a spell of low-cost place, the quality, the service in place are the most important”, but so far, discount and low prices or domestic luxury website to attract customers to the important weapon.

After all, “luxury” never and “necessary” relative, practical value in the form of a small percentage accounts for only. If you lose the blessing of brand, buyers in heart, it is worth nothing. To face the national luxury web site of ultra-low hang out, “it’s really not true discount” is the most compelling.

Those unattainable luxury goods online is hung amazing reliable whether discount? More than he’s saying is: “some web site, in order to attract wind cast, fight for sales, will have the possibility of the red at make; there are also some big luxury as a stunt, in fact can’t supply. If there is a top luxury cuts will sell.” suspicious Hermes to the platinum bag, for example, to our newspaper about their SunYaFei website part of the origin of the high-end brands: “our platinum bag is sent overseas or buy a hand to the shop of domestic purchase. It is for to ensure the authentic sources, is in the price, we give discount miniscule, mainly for the customer or tell the wait for the time.”

For getting the authenticity of luxury goods, luxury industry insiders boa view is: “like Chanel brand is not so level may be authorized to the web site, they to the supplier is having extremely strong manipulative. Web site in two three line brand most dealers or level agents there buy out way to get supply.” And, it seems, in “how many mooncakes one gets measures in online buy luxury goods is a risky one:” the price is too high in the suggested not to buy on the net. Even with Hong Kong fashion industry guide said the Joyce Ma of buy hand inn choice range are extremely limited, visible, for the control of the channel distributor luxury how strict.”

Facing the network eyeful substantial discounts for, or even kill more than, sun phillips to think, such method is unfavorable to the website and the brand of the relationship between the more against commercial ecology. “This discount range would disrupt the luxury of the supplier price system. We and luxuries cooperation or mild some better.”

Boa and sun more, it seems, Philip China electronic commerce development initial period, clean out treasure, jingdong such online giants for consumers into an error: the price of the Internet should be more cheap.

“By low price to win was an error. The user experience do, match with delicate service is the most important.” Samson said to our many phillips.

In the interview, “how many mooncakes one gets measures, boa and sun more mentioned in the Philippines has been calendar peak of luxury goods group acquired website-A-the PORTER. COM. “How many mooncakes one gets measures to boa and the deepest impression is the web site provides a manufacture fine, rich contents of the electronic magazine. “This is a book about lifestyle magazine, teaching people how to dress collocation. It shows each piece of clothing can in his web site to buy.”

SunYaFei is will the.net-A-PORTER. COM as domestic website learning model. This website is being sold under the new products, also sell an outlet on sale items. The official has authorized up to 200 DuoGe brand. In the long list, have some high-end luxury brand. Many of the web site he phillips of multimedia production, distribution and authorization and after-sales service of praise. She said: “the.net-A-PORTER of the above things are not cheap, but still very fire.”

About the Author

I am Apple a professional editor from Automobiles & Motorcycles, and my work is to promote a free online trade platform.
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