Luxury E-Commerce Intensive Financing Industry Matures

Luxury electric business is still blue ocean, did not develop the real value of the market, the development direction of the future should be C2B plus O2O mode, platform electric providers have more opportunities than vertical electric providers.

Under the impact of the mobile Internet wave, consumption upgrading brings diversity and individuation of consumption. The change of business mode brings brand multi polarization, and the brand layering moves towards ultra high end and popularity. The core consumers quickly escape from the first line of cards to free the market, and the product quality and service quality become the elements of brand competition, and the price performance ratio will change the way of brand development.

In Zhou Ting's view, the biggest problem faced by luxury electric providers is not in the market capacity, but in its business model which does not fit well. Low price is not the core competitiveness, but convenience.

The development of China's luxury electric business has gone through the so-called "China's first year" of four, the 2012 of the expansion shuffle, and the 2013 of the "wave of the sand".

The rapid outbreak of the industry and the immature industry chain and the slow growth of the market, from the 2014 to the spring of 2015, the luxury electric business company received very little new financing, and the industry began to sink and decline.

Transformation, sale, bankruptcy, fortunately, survival is also at stake.

There are even reports that the first generation of luxury electric business has been collectively occupied, and the industry will die in 2015.

However, from May this year, the luxury electric business burst out and the financing news again heated up the whole industry: in May 19th, Xiu Xiu completed the C round of $30 million in financing. In May 25th, the treasure network announced that it had won the A round of 60 million yuan financing. In July 8th, the temple library announced that it had won more than 50 million E round of financing for the investment in the Ping An Innovation Investment Fund. In July 8th, the luxury electronics business glamour announced that it had won the strategic investment of Alibaba, amounting to more than 100 million dollars.

In less than two months, four luxury electric providers announced their investment.

With the capital investment, these domestic luxury electric providers can fight a crazy price war for a long time.

On these websites, it is full of "half off, special benefits, Carnival..."

And other glitzy words, double eleven is the boiling point of price carnival.

Attract customers at low prices, make big traffic, become the industry's overlord, go public after several rounds of financing, and capital returns.

This is the logic of capital, so the luxury electric business is still dominated by the "electricity supplier" attribute.

But it is undeniable that luxury electronics business has been in the cold winter for many years, and many companies have pformed.

The layoffs, the closure and bankruptcy of the layoffs have remained few. The industry bubble has been basically washed away. The valuation of enterprises has returned to a reasonable price. The industry has also passed through the age of that wilderness and entered a stage of "winner is king". Therefore, the luxury goods business war is an essential stage for the development of the industry, and also the beginning of the maturity of the luxury electric business.

So luxury is a special industry that relies more on services.

The main problem that the electricity supplier industry needs to solve now is the mass trust of luxury supply channels, high-end luxury shopping and intimate after-sale service.

Luxury electric providers should fully consider the needs of users and formulate value-added services to enhance the brand premium capability of luxury electronic business platforms and create a luxury business culture.

The luxury industry has gone through the barbarous growing years, and has started the fine operation of refining products, improving quality and providing quality services.

For the future development direction of luxury electric business, the first is to establish a large platform for e-commerce providers, to seize the high-end passenger flow, followed by luxury self built e-commerce channels.

Building a complete supply chain with unique characteristics is the industry avenue for luxury electric business.

In the final analysis, the luxury industry, no matter which market, is to provide consumers with a luxury experience rather than just buying luxury goods themselves.