Local Luxury Electric Providers Are Challenged By Genuine And Fake Goods

From the date of its establishment, the mainland

The question of the true or false supply of goods is questioned.

However, the days of luxury stores are getting harder and harder. As in previous years, the era of compound growth rate of up to two digits has long gone, and the passenger flow is seriously insufficient.

Recently, LV has closed down a number of physical stores in China. The reporter understands that LV is laying its own e-commerce channel.

More and more

It has been or is ready to "touch the net" through self built electricity suppliers and cooperation with third party organizations.

The 2016 China luxury goods report released by Rhodes public relations and CSG shows that 26% of Chinese consumers who buy luxury goods come from online purchases.

However, experts say that 85% of luxury luxury e-commerce platforms are unable to explain their source of goods. It is difficult for ordinary consumers to get formal identification. The real and fake issue of online luxury goods, like oil balls on hot pots, has become a hot problem for consumers.

Source query

Compared with luxury vertical e-commerce, consumers believe in brand official website or official cooperation platform.

As a result, brands including Coach, Burberry and Heuer have been working with Tmall and Jingdong to build their own flagship store.

However, consumers shopping in these electronic business platforms is also "getting more and more enchanting".

Take Coach as an example, a reporter searches Tmall through Tmall's home page. The first thing he can see is not Tmall's flagship store, which is run by Tmall, but a shop named official store flagship store.

In the homepage of Tmall homepage search, Coach Tmall flagship store ranks the most, but does not show the number of pactions and evaluations.

The ranking is followed by a number of flagship shopping and hay shops, including the official flagship store and the flagship store, and the number and number of pactions are higher than that of Coach Tmall flagship store.

Take the ordinary single shoulder bag as an example, the price of Coach Tmall flagship store is basically over 4000 yuan, the highest sales volume of the package is 13 pens, while the selling price of the single shoulder bag is less than 2000 yuan, and more than 400 of the most sold ones have been sold.

The reporter inquired about the customer service of the official flagship store near the Shang pin as an ordinary consumer.

Customer service said, "most of the goods sold in shops are from overseas Coach stores and OUTLETS discount stores. After formal customs clearance procedures, they have domestic shopping tickets and customs declarations to ensure genuine products.

We are Tmall stores for 4 years, and there are more than 70 thousand members in total. We will not sell any tickets, otherwise there will not be so many old members' support. "

However, in the commodity evaluation, reporters saw many consumers' negative evaluation of "do not know whether it is genuine" or "quality is too bad" and "hardware has scratches".

The store customer service said, "most of the goods are sent from the domestic spot, which is delivered by Shun Feng, which is shipped directly from the United States, which is marked by pre-sale and direct mail from the United States". But there are also some comments that questioned whether "check logistics display is direct mail in the US. The result is that Shun Feng has sent it from Harbin. Should customs clearance be in Beijing? How can it be Harbin?"

Coach official response indicated that Coach China has never authorized any third party network channels or online sellers, but there are only two brands of Coach brand Tmall flagship store and Coach China official website in China.

At the same time, Coach also advises consumers to purchase goods through Coach stores or official business channels, thereby enjoying official quality and quality assurance as well as after-sale warranty services.

According to the current public information, there are few luxury vertical electric providers authorized by the top brands in China. Only the show has got the authorization from Ferragamo and Hugo Bosse. The Jingdong has obtained the authorization of TAG Heuer and Tod 's, and Burberry and Coach have opened an official flagship store in Tmall.

Luxury brands such as LV and Gucci have indicated that they have never licensed sales to any e-commerce platform, so they will not provide inspection, maintenance and warranty services to the commodities from these channels.

Most luxury vertical e-commerce platforms generally claim that their products are purchased by foreign buyers' teams, which are foreign entity stores, OUTLETS discount stores, or goods received through overseas distributors of brands.

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Identification difficulty

"According to our survey, 85% of the products sold by vertical luxury e-commerce channels in China are fake."

Zhou Ting, President of the Institute of wealth and quality, told reporters, "this is a fundamental injury to the development of vertical e-commerce platform. If we can not solve this problem, the luxury vertical e-commerce platform will not be able to continue in the future."

Zhou Ting believes that most domestic electricity suppliers can not get the authorization of luxury brands, so they have to buy them from overseas buyers, but brands also have strict channel management practices abroad, and even have restrictions on the purchase of personal passports for individual consumers. Therefore, it is difficult to guarantee such a large volume of shipments. Moreover, at present, domestic luxury electric providers have to play cheap cards to complete the accumulation of original customers in order to gain market share, which leads to the high cost of marketing of luxury electric business.

On the other hand, it is the requirement of VC providers for the profit of vertical luxury e-commerce platform.

Therefore, some electricity providers under the double pressure of expansion and profit can only take risks.

For those consumers who purchase commodities on the vertical vertical e-commerce platform, how can we identify the true and false commodities, and how to protect the rights if we buy fake products?

Zhou Ting said, "this is very difficult."

First of all, brand stores often refuse to identify and inspect goods sold by unauthorized channels, while the electronic business platform will give priority to considering refunds to appease consumers. Secondly, luxury goods such as luxury goods are not as highly sophisticated as mobile phones and other technology products. The difficulty of counterfeiting is relatively low, the cost of counterfeiting is very low, and most consumers are not familiar with the details of luxury brands, and can not authenticated themselves.

"This kind of detail is often only known by senior brand insiders or related personnel, but it is impossible to announce publicly, otherwise it will be more easily used by counterfeiting parties."

Zhou Ting explained.

The official does not provide identification, and the third party identification is also difficult to achieve, because this identification is often based on personal experience, once the brand changes in design or production details, or the introduction of new products, such personal experience can not be followed up for the first time.

Yu Zegang, a lawyer from Zhejiang and Yi Guan Da law firm, told reporters that once consumers buy fake luxury goods on the electronic business platform, it is difficult to safeguard their rights.

"On the one hand, it is difficult for consumers to issue legally binding evidence or notarization results. On the other hand, litigation procedures are often very long, consumers will spend a lot of time and energy, and the probability of winning a lawsuit is not high at all, often exhausted.

Many people will choose to return the money and return it. "

Open up O2O closed loop

Local suppliers of luxury goods are trying to change the traditional way of "buying low and selling high".

Recently, the Fifth Avenue luxury network with more than 40 brands of more than 50 stores officially opened the online shopping under the single line shopping mode.

After the reporter logs in on the mobile APP of the Fifth Avenue luxury net, we can see that consumers who buy luxury goods through the Fifth Avenue website can buy online, carry the goods to the offline entity stores or deliver the goods by the store.

Offline stores include Beijing Yintai department store, Beijing Parkson Armani counters, MK Shanghai flagship store, Cartire Shenyang Heng lung shop and so on.

"This not only solves consumers' doubts about online purchase of luxury goods, but also solves the problem of insufficient passenger flow in offline stores."

Fifth Avenue luxury network CEO Sun Yafei said.

It is reported that consumers purchase products through the Fifth Avenue luxury goods network. The consignor and the after-sale parties are all carried out by the physical store. During the promotion period, users can buy luxury goods online, and they can get a "hand gift" after they arrive at the store.

For the employees of the physical store, the sales performance of the customers on the service line is counted on the top of the store staff. It also effectively solves the problem that the online user performance is not personal and the service enthusiasm is not high.

Fifth Avenue luxury network is gradually pformed from past sellers to luxury ERP and CRM solutions providers.

No luxury enterprise's customer relationship management system (CRM) is public. Although LV and Gucci live next to each other, it is difficult for Gucci marketers to know why some customers only enter LV stores instead of Gucci stores, and which brands are interested in buying Gucci products. What common preferences do they have?

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However, online technology can effectively track users' behavior and provide more valuable data for the brand side.

At present, most consumers who buy luxury goods online are still looking for cheaper online purchases. However, reporters saw that the purchase of luxury goods through Fifth Avenue luxury network has basically realized the same price on line and online. "Fifth Avenue members have a separate scoring system, and we will enjoy the brand VIP discount for loyal members."

Sun Yafei told reporters that in the past, users of luxury goods had to buy a certain quantity of products at a brand store to enjoy the discount price. If all brands wanted to enjoy the discount price, they needed to buy enough quantity for each brand, which is basically unrealistic. But as long as the members of the Fifth Avenue reach a certain amount of purchase on the net station, they can enjoy the discount price of each brand.

Yang Dayun, President of the excellent international fashion brand investment company, said that this mode of luxury network like Fifth Avenue helps brands control the operation costs of rents and manpower, amplifying the traffic through the network platform, and the booking to shop mode allows the brand to pre purchase VIP and familiar customers, organize the inventory of individual stores according to the order, help the brand to inventory and reduce the cost of the supply chain.

However, for the current Chinese consumers online shopping hope to enjoy more discounts, when many luxury electric businesses compete, it will lead more users to the Fifth Avenue luxury network, open up the O2O closed loop, and attract more luxury line offline stores to cooperate with Fifth Avenue, which requires more time and effort.