Milan Station Sells Hot Electricity Supplier + Luxury No Future

< p > in the Hongkong stock market, < a href= "//www.sjfzxm.com/news/index_c.asp" > Milan station < /a > created a legend.

In May 2011, the Milan station, which advocated the luxury consignment mode, was listed in Hongkong. The listing was oversubscribed 2178 times, and the first day's increase was 66%.

Unfortunately, the legend of Milan station has not continued.

Milan station's earnings report showed that the net profit in the first half of 2012 fell by 98.8% compared with the same period in the first half of the year, only 386 thousand Hong Kong dollars (about 300 thousand yuan), and 2012 of the profits had turned to losses.

In 2013, the loss of Milan station intensified.

In the first half of this year, it lost 10 million 300 thousand Hong Kong dollars (about 8 million yuan).

The stock price of Milan station plummeted, initially listing at HK $2.6, but now it has dropped to less than HK $1.

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< p > stock prices continue to fall and losses are increasing. Selling to Milan has no alternative.

What is puzzling is that the international luxury goods giant LV, the Department Store giant Yintai, "a href=" //www.sjfzxm.com/news/index_c.asp "luxury" /a "electricity supplier Temple library has thrown olive branches to Milan station. Why?"

< p > objectively speaking, the selling of Milan station means that there is a problem in the operation of Milan station.

In fact, Milan station has no chance to sell itself, which is in line with the trend of luxury electric business.

Three enterprises and luxury goods related businesses rush to buy Milan station, which makes people feel that the hot sale of Milan station is like a hype.

LV (Louis Weedon) brand belongs to the global luxury Godfather company, France Louis Moxuan group.

Another potential buyer, Yintai, is a giant in department stores and is building luxury shopping mall in cities like Harbin and Hongkong.

The last potential buyer Temple library is an electronic business platform providing luxury goods sales, appraisal, maintenance and consignment through-train services.

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< p > as we all know, the leading mode of Milan station is consignment. The main camp of LV and Yintai is luxury sales, and the main service of temple library.

It is not hard to see that selling at Milan station is not just a helplessness of being forced to sell, but also some components of speculation.

More and more failed cases prove that luxury electric business has become a road of no return.

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< p > luxury goods is a special commodity category. It is inevitable to use traditional ideas to do luxury business.

The NetEase and the Hohhot network, which are closed down, can be said to be a single stack of luxury goods and electricity providers. Failure is expected.

By the luxury goods business pformation department store B2C's walk show network and Jiapin net, is also defeated in the luxury goods and electricity supplier's two modes of single stack.

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< p > like traditional retail industry, < a href= "//www.sjfzxm.com/news/index_c.asp" > electricity supplier < /a > is still a business mode in essence.

In my view, luxury electric business not only sells the business mode, but also serves as a business mode for luxury electric providers.

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< p > for example, there is a street store called "Purple Level" in the Ralph Lauren store in New York and Chicago. The storefront layout is like a high-end living room where guests can enjoy cocktails of various flavors and one to one exclusive services.

The goods purchased by VIP can also enjoy the service of door-to-door delivery.

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< p > look at the sales mode of luxury electric business in China. Just like other electric providers, it is just a courier delivery service, and it is reasonable for consumers not to be recognized.

Just imagine, consumers spent tens of thousands or even hundreds of thousands of online shopping for a luxury item, getting the same courier service as ordinary online shopping. How can the value of luxury be reflected? < /p >

< p > it is not hard to see that there is no future for the single stack of e-commerce and luxury goods. The failure of NetEase and the Hohhot network is the best proof.

Therefore, if we simply sell the sales to the network platform, we will call it luxury electric business. This business mode has no future.

However, this does not mean that luxury electric business has no future.

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< p > since the commercial mode of selling luxury goods has no future, the luxury electric business can only find another way out.

Like traditional e-commerce, Tmall selling platform is a business mode. Jingdong selling services is also a business mode.

In the field of luxury electric business, is it feasible to sell services? As a special commodity category, the value of luxury goods is not only reflected by commodities, but also a series of services such as delivery, maintenance, commodity identification and so on, which are also the embodiment of the value of luxury goods.

In the luxury stores in Hongkong, every VIP comes to the store, and the attendants will send drinks or cigars to VIP guests.

Some distinguished guests will ask luxury stores to send new luxuries to their homes for selection.

To put it plainly, luxury service to customers is a symbol of taste and identity.

It is not difficult to see the importance of services in the luxury industry.

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< p > since service is so important, can service become a breakthrough way for luxury electric business? In the domestic luxury electric business, temple library can be regarded as a typical example of selling services.

Although in some media reports, the temple library has been packaged as an eight year old sales oriented luxury electric provider, but in my view, the temple library and Jingdong's business model are similar, all belong to the electricity supplier selling services.

People in the electricity supplier circle are very clear that temple library has set up a senior club in the prosperous sections of Beijing, Shanghai and Chengdu to provide exclusive services for VIP guests.

Unlike traditional luxury stores, the temple library not only provides pre sale luxury shopping guide services, but also provides luxury identification, maintenance and idle luxury replacement services.

It is clear that the main duty of the clubhouse under the line of the temple is to serve.

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Question P also came. What is the role of the temple library service? What is the role of the online library? Apparently, the temple library does not have a clear location for its online website.

In my view, temple library website is more like a publicity window and exchange platform.

In this regard, temple library executives in an interview with the media revealed that the purpose of the temple library network is to serve high-end consumer groups, and the website is just like a clubhouse.

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< p > obviously, the service of temple library is still achieved through the platform of clubhouse.

How to build the online platform into a service platform and achieve profitability is a problem that temple library needs to solve.

From the operation of Jingdong and Tmall, it is feasible to sell the service.

But the success of temple library is still unknown.

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< p > compared with other industries, luxury goods are a special industry which is relatively dependent on services.

The demand for luxury goods determines that luxury identification, maintenance and replacement services will be a big market.

After the sale of luxury goods providers to run into the wall, the temple library service luxury electric business may be a way out.

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Selling P at Milan station means problems in its operation.

Tracing back to the source, Milan station, NetEase, Shang pin and other luxury electric providers have difficulty in survival, or lose on the mode.

Using traditional electricity supplier's thinking to make luxury goods as a special commodity is definitely not feasible.

As far as the status quo is concerned, there is no future for a simple sales type luxury electric business. Whether the service type luxury electric business can become a way to break through, the performance of temple library may give the answer.

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