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Luxury B2C Is Not Good Fun.

2011/5/19 15:17:00 65

B2C Mode Luxury Brand High Price Per Unit Price

Not all businesses are suitable.

B2C mode

Such as luxury goods.

I have summed up the three key points of the luxury clothing brand: high enough to create a sense of dignity and identity; it is delicate and extravagant, from fabric, design, service to shop environment, to create a fairytale in all directions; time is insurmountable, and those so-called big history are more than decades.

Correspondingly, B2C's game rules determine its key points: low price, standard and fast.

Low price and standardization are suitable for large-scale distribution through the Internet, and high-speed growth is the industry characteristics.

Therefore, it is almost impossible to try to build a luxury brand through B2C, while the luxury discount mode will continue to exist within a certain range, but it is not easy to play.

Luxury discount B2C has emerged recently, and the middle run is still in progress.

The problem with this vertical field is that most luxury brands do not give authorization. Low price discounts are not what they want to see. They are limited to inventory pressure and forced sale.

How can this potential risk be resolved? Is it a big bet for people to keep their eyes closed or expand to a wider range of brands? I believe the latter will be their choice, and luxury B2C has been extending downward, whether it is brand level or price.

Luxury is typical.

Experience economy

The advantages of the offline industry are unparalleled: through the overall atmosphere of fragrance, smile, music, decoration and so on, it gives customers a sense of honor; seeing the real mentality and safer return are all needed by businesses and customers.

The most important thing is that price is not important in the consumption of luxury goods. The important thing is that since the price of luxury goods is high, it is not important that once the discount is too much, the meaning of luxury will be blurred.

Luxury is a symbol of identity. It is the way to do fine quality and good service.

Therefore, for luxury online shopping, of course, it will continue to exist and not disappear, but at the same time, it is bound to be limited in size.

The logic of B2C business model is very simple. Lei Jun has summed up as follows: high unit price, high gross profit and high repeat purchase.

Luxury goods

To satisfy the former two, it is hard for most consumers to repeat shopping every day.

B2C is a hard business. The more people there are, the more opportunities they have. Luxury is a niche market. If a white-collar worker has a LV, then the brand will not exist.

It looks beautiful. Actually it is very difficult. Luxury B2C is not good fun.

Xu Xiaohui, born in Hebei, graduated from the Chinese Department of Peking University, has worked as a project manager, marketing director and assistant president in YAHOO China, Jinshan software and VCG. Currently, he founded Beijing Godot Technology Co., Ltd. and served as CEO in the field of clothing B2C.