129773928476718750_90Hexun homepage established mobile phone version of the stock/fund micro-blogging news blog roll daily observation of gold community write rapidly economic observation on unit thermal financial political comments on the quality of literature and history on the finance peopleRubric interview and you say the global observation of weekly hexun.com comments > body font size print RSS source March 27, 2012: the Red network author: Tan Haojun along with the emergence of hot luxury consumption in ChinaNot only production enterprises to look closely pegged to the Chinese luxury goods market, sales company is also taking a variety of measures, making a variety of flags, came up with a variety of approaches, to maximize the occupation of the luxury market.
Among them, e-commerce, have become new favourites in the luxury market. However, the reality is much more difficult than thought, althoughE-commerce luxury consumer market success in Europe and the developed world, but in China, almost all luxury goods, are in a severe loss, having to compress operations, downsizing, or even close the sale site. Precisely because of all the enterprises having survival difficulties, especially financial difficulties, therefore, many companies are actively seekingOrder listed, listed in an attempt to change the present difficult situation, one and only is one of the representatives. Its 23rd successfully listed on the NYSE, also seems to dull the luxury trades blowing a fresh wind. However, the first break, 15.38% lower than the issue price and the opening price of $ 5.99 price of less than US $ 6.5Real and tell us, luxury enterprises not being bullish. Style has always been a low profile while operating conditions, gross profit margin also increasing year by year, especially the "returning visitors", has over 900,000 people. However, and not be able to change the pattern of losses each year, 2009-2011, net loss reached 138US $ 70,000, $ 8.3658 million and $. In particular in 2011, the amount and proportion of the turnover as high as 47%.
And ahead of only goods from overseas-listed commercial companies such as potatoes, youku, but nowadays are increasing year by year struggling with the loss of. So why in Europe, many luxury e-commerce business can succeed, and that ChinaLuxury consumption market of very large cases, China's luxury e-commerce enterprises fell into a collective loss of status?
There are several reasons. First, rushing headlong into mass action. In China, no matter what industry, no matter what, as long as the market looks promising there will be rushing headlong into mass action. Luxury e-commerce is no exception, it was clearStatistics provided by the Research Centre, and 2010 year only, e-commerce Web sites associated with the luxury investments took place 23, total investment of more than $ 500 million.
Investment rate, rushing headlong into mass action, such competition, not at all is not lost. Second, the lag of logistics. Because the luxury e-commerce costs than conventionalE-commerce is much, therefore, express companies in general are less willing to accept this kind of business. Even if the delivery, the price for most enterprises to bear. Mention in most of the city two or three lines, logistics and distribution network is still very inadequate. In such cases, to expand sales of luxury goods market, unless the building their own distribution network, otherwise it is difficult to effectively expand consumptionMarket losses, it is good to understand the. Third, the pure. While all enterprises operating luxury, luxury goods are only one part of the, and even can be said to be small. However, compared with the e-commerce enterprises in developed countries in Europe and America
tera gold, business single, lack of innovation and the ability to adapt to the market. Because, consumer goods, luxury goods are not as common,Replacement cycle was relatively long, customers can be relatively fixed, but luxury goods to replace the frequency will be lower and lower. In such a case, it must be based on customer needs
tera power leveling, add new services, develop new business, provide value-added services to its customers. Such as finance and investment, tourism, vacation
tera gold, health care product development. This is what Chinese enterprises of the weakest link,Is a few companies consider the issue.
How to transition, how to better adapt to the market, is the luxury electric enterprises in China out of the loss of fundamental way. China is now one of the biggest luxury consumption market in the world, is also one of the most promising markets. Enterprises how to change through the development of thinking, broaden the vision of transformation of management idea, market, and logisticsEnterprise cooperation and the broadening of channels of communication and so on, in the luxury goods market in search of a better life and development, and to guide the production and consumption of luxury goods, deserves careful analysis and study. Otherwise, listing only had temporary difficulties, but cannot save the enterprise.
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