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      你的位置:首頁 > 新聞動態 > 行業新聞

      電商屬性與奢侈品牌定位的矛盾 使得電商無法成為營收重點

      2019/8/5 11:53:51      點擊:

      YKK拉鏈www.www.suryaabaditek.com當看到尚品網關閉的消息時,王華的心情十分復雜。雖然離開尚品網5年,但他在尚品網成立后第二年就加入了公司。當時尚品網每季度的增長速度甚至達到200%

      當時公司期待一個更好的未來,不想看到舊老板現在信息YKK拉鏈,但是尚品網發布通知,宣布,“到目前為止,由于融資重組并不順利,業務受阻,無法為大多數用戶繼續提供更好的服務。從現在開始,我們會和你道別一段時間。尚品的網站和應用程序將被關閉。”

      一旦同事們都辦好了事情上海YKK拉鏈,王華在尚品網退出組時不斷有人發信息說“很遺憾”,“起得早,趕得晚”。

      電力業務,對于奢侈品的行業尚品封閉是漫長的告別儀式添加新成員,2014年以來,享受,熏多邊形網格,網格,而凈和其他同行“提前離開”,或其他承諾到阿里生態系統,或轉換成“在線精品生活方式”提供者。

      從喧囂到最后,垂直奢侈品電商似乎已經沒有了興趣。

      長突然死亡

      去年18日,深圳herme集團宣布,計劃以不到4億元人民幣的價格收購尚品網90%的股份和尚品網母公司北京新尚品網科技發展有限公司100%的股份。

      78日尚品網也宣布,由于近期公司重大融資重組YKK拉鏈,部分訂單自5月以來一直延遲發貨和退款,但公司融資進展正常,現有業務將保持正常運營,并承諾處理好每一位用戶的訂單。

      僅僅22天后,該公司宣布關閉。

      尚品網猝死,與外界不同。雖然王華已經離開了公司,但是他一直在這個行業,所以他對他的“老老板”的情況有很好的了解。有時候他會和還在公司的老同事一起了解公司的情況。在他看來,“就商業而言,它的供應鏈轉型太快了。起初,它的大部分業務是平行貿易。2014年全國跨境電商零售進口業務試點啟動后,公司立即轉為海外采購。

        2011年王華加入尚品網的時候,正是垂直奢侈品電商行業高光的時候。據投中集團統計,當年僅半年時間垂直奢侈品電商就披露融資案例12起,融資總額達2.83億美元,達到歷史最高水平。直到2015年,仍有大筆資金涌入奢侈品電商賽道,走秀網、珍品網、寺庫、第五大道相繼獲得融資。

        從數據來看,奢侈品行業顯現出的是極強的市場潛力。根據Mob研究院《2019奢侈品行業洞察》顯示,2019年中國奢侈品市場規模(不包含海外消費)預計突破2000億人民幣,達到2130億元,隨著新生代的崛起和國民消費水平提升,2025年預計突破4000億 。

        但國內的垂直奢侈品電商似乎并沒有享受到增長紅利,反而進一步陷入發展困境。與尚品網同期的呼哈網、尊享網、走秀網、佳品網等一眾奢侈品垂直電商早就因經營業績慘淡而倒閉,唯品會選擇轉型定位更加強調“全球”和“精選正品”。

        即便是奢侈品電商第一股寺庫也仍面臨巨大挑戰。在寺庫613日發布的2019Q1未經審計財報中,總凈營收同比增長46.5%11.75億元,凈利潤則同比下滑39%1580萬元;不按照美國通用會計準則計算的凈利潤為1930萬元,同比降44.1%。截至81日,寺庫市值約為4億美元。

        既然消費者的需求還在,為何垂直奢侈品電商無法殺出重圍?

        一個業內共識是,電商屬性與奢侈品牌定位的矛盾,使得電商無法成為營收重點。在國內,電商幾乎變成“低價”的代名詞,經常“一言不合價格戰”;而奢侈品強調的是稀缺的、高貴的,消費者需要享受凸顯自己身份和財富的完整體驗服務。這導致即便國內線上零售業發展迅速,整體奢侈品線上滲透率依然處于低位上海YKK拉鏈 。直到2018年,線下比例仍占9成。

        “品牌方不會放開所有的渠道,不會像國內品牌一樣給那么多授權出來。”王華告訴記者,這迫使電商企業不得不通過其他渠道獲取貨源YKK拉鏈,比如經銷商、代理商、買手公司等,供貨方魚龍混雜,難以保證貨源的穩定度和商品品質,“所以品控是奢侈品電商無法逃避的難題,這是由行業的鏈條決定的。”

        不管對于商家還是消費者,奢侈品電商都是信任經濟,而“信任”本就是一件奢侈品。京東商城時尚事業部戰略規劃部副總裁蔣科曾在接受藍洞商業采訪時表示過類似看法,“電商和奢侈品品牌想要玩到一起,需要不斷地耐心磨合。要讓他們覺得,做電商一定不會損失什么,千萬不能動他們的命根子‘形象’。”

        而對消費者來說,為了解決信任問題,很多平臺都在加大對貨源資質要求的力度。“比如采購歐洲品牌貨品,以前是有采購發票就行,現在還需要提供品牌方發票,加上歐洲經銷商發票。所以品控相對來講比以前是好很多了,以前品牌方發票很難拿,現在比以前放寬了很多。 ”王華說。

        轉變

        尚品網以及一眾垂直奢侈品電商的關張,并不意味著奢侈品在線銷售模式的終結,相反,這個行業正發生著新變化。

        肉眼可見的是,品牌方近幾年的態度轉變,“在國內線上營銷的投入加大了很多,包括在線商城。”王華說。

        隨著中國奢侈品消費市場的體量不斷增大,以及消費者購物行為逐漸向移動端傾斜,奢侈品牌正在積極觸電,尋求與中國消費者溝通的正確渠道。

        另一方面,隨著天貓、京東在內的電商巨頭平臺試水奢侈品領域,奢侈品大牌更愿意與大流量平臺合作。一位高端化妝品品牌經理就表示:“我們渠道不鋪垂直網站,只開tmall旗艦店。”

        而電商巨頭也趁勢而為,天貓就推出了奢侈品虛擬APP——Luxury Pavilion集合了浪琴、真力時、海藍之謎、嬌蘭、Burberry、瑪莎拉蒂、軒尼詩等20多個品牌;Gucci的母公司開云集團旗下國際頂級高端品牌BalenciagaSaint LaurentAlexander McqueenPomellato也已入駐京東旗下奢侈品平臺TOPLIFE

        也有奢侈品品牌選擇試水垂直奢侈品電商,2018年底,Prada集團就宣布與寺庫合作,并于20196月份開始在寺庫平臺官方銷售PradaMiu Miu兩大核心品牌產品。此次也是Prada 集團在中國市場開放電商渠道,首次選擇中國第三方電商平臺。

        但從總體上看,奢侈品巨頭更傾向于掌控渠道和要求流量支持。一面是越來越多的奢侈品電商選擇自建平臺上海YKK拉鏈,另一面是奢侈品電商大多選擇入駐本土巨頭完成線上售賣,以寺庫為代表的垂直電商生態可謂是被兩面夾擊。

        對于垂直奢侈品電商來說,其流量無法與淘寶、京東等巨頭相比,而奢侈品用戶在消費人群中又僅占少數,這使得后端獲客的成本大大提高,巨大的資金投入讓很多奢侈品電商不堪重負。

        作為一個在奢侈品電商行業摸爬滾打8年的老兵,王華也深刻感受到這個行業的競爭激烈,“大玩家就這么幾家,即便市場份額會有些差異YKK拉鏈,但沒有哪個平臺可以稱得上是絕對領先的”。

        根據Mob研究院20196月統計的裝機量,即便是領頭羊寺庫其裝機量也僅有133.3萬臺。于是,“轉型”成為最近幾年發生在垂直奢侈品電商最多的故事。

        王華總結,奢侈品電商的轉型,大致有三種:一是通過合作,擴充供應鏈,不再局限于傳統奢侈品品類;二是引進更多的新興設計師品牌,以解決利潤空間和品控問題;三是開展線下門店,實現運營、供應鏈到體驗層面的全面升級。

        從數據上也可見轉型的變化。在寺庫一季度最新財報中,雖然傳統奢侈品品類的增長不大,但化妝品、體育潮流以及旅行生活方式產品同比增長了4倍。

        “奢侈品行業整體的商業模式差距不大,就是拼流量、拼品類,就看哪個平臺配合度高,賣貨能力強。 ”王華說。YKK樹脂拉鏈上海YKK拉鏈


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