The Current Situation Of Fashion Online Shopping: Most Of Them Are Struggling. Profits Are Only A Few.

In the past two years, Fifth Avenue, vip.com,

Source of goods integrated into enterprise life and death line

Reporters noted that the current mode of operation of luxury websites is basically the same. Registered members, limited time rush to buy and guarantee of "genuine insurance" are three essential elements.

"For any e-commerce website, having abundant supply chain resources is the core competitiveness, and excessive reliance on a single or a few partners will become a fatal injury to the website."

Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Business, pointed out the fundamental reason for the chaos in fashion online shopping.

He pointed out that how to expand channels and continue to obtain stable and reliable commodities has become the core resource of websites.

At present, the way of cooperation between the website and its partners is to get the brand agent or to buy the goods directly through the distributor.

However, the way of packaged buyout has great pressure on the sales of enterprises, and there are certain requirements for capital investment in the early stage.

In contrast, the majority of online shopping enterprises take the form of affiliate sales, which basically has no impact on the cash flow of enterprises.

However, Wang Xianqing disclosed that brand dealers have strong control over commodity channels, and brands have requirements for the image of subsequent products.

In this regard, reporters in the interview with vip.com CEO Hong Xiaobo was confirmed.

He said that vip.com has set up a "Ministry of Commerce", specially recruited people with fashion sense to be responsible for cooperation and negotiation with brands, and has a professional shooting team and webpage production team, but the photos after filming still need to be selected through the selection of brands.

In addition, there are certain rules and thresholds for the online discount of some seasonal stocks.

Front-line shopping website different strategies to break through

Under the pressure of strong brands, there are many fashion online shopping companies from other sources, such as employing overseas buyers to buy bulk goods abroad.

The show has advertised the office of fashion buyers in 10 countries and cities and hired overseas buyers.

However, according to the Announcement No. fifty-fourth issued by the General Administration of Customs last year, the import of 20 kinds of goods not to be duty-free or the value of individual articles worth more than 5000 yuan should be taxed, raising the threshold of tariffs. Some big names also explicitly stipulate that a customer can not purchase more than 3 pieces of the same commodity at the most, and the changes of these external factors undoubtedly increase the cost of the enterprise.

In this case, the reporter learned that, at present, the online shopping websites that survive can take different strategies to break through. For example, Jiapin net backs to Europe's largest sale network Buyvip, which has established a stable business relationship with many luxury goods suppliers in Europe and America. Fifth Avenue mainly relies on its founder Sun Yafei's experience in expanding channels of human relations accumulated by his overseas experience. He mainly gained the experience of famous brand OEM OEM before founding team, and got the first-hand brand agent abroad; while he walked on the basis of developing his own brand and distributing two legs, his own brand and other brand share ratio was 4:6.

Experts: shuffle is just beginning.

After burning money, in addition to Mcglaughlin's fashion and fashion website can be listed on the bright side, those who did not get financing most of the small and medium business survival situation is worrying.

Insiders pointed out that most of the thousands of fashion shopping websites are still at a loss or barely maintained, and only a small number of them achieve profits.

While online shopping has to maintain 10% to 15% profit margins to survive, but in order to fight for customers, online shopping price wars frequently fought, and now even 5% are not available. Excluding promotion costs and manpower costs, it is definitely not profitable.

The latest investigation report of AI consulting shows that over the past two years, the e-commerce website B2C has been broken down by a large number of rice grain mall, Home Yi Station, long news network, tomato tree and so on. Qian search network has also been struggling to sell to Jingdong mall at the beginning of last year after struggling.

Recently, many reselling information about B2C websites has been circulating in the industry.

The price varies from several million yuan to hundreds of thousands of dollars according to the time of establishment, industry visibility, profitability, daily IP visits, ALEXA ranking and Baidu inclusion.

Wang Xianqing said that this year will be the most brutal year for Chinese electric providers, and will also be the most eliminated year for small and medium-sized websites.

2012 will be the first year for China's online shopping industry to become mature.

After the survival of the fittest, more comprehensive fashion online shopping enterprises may leave less than 10 in 5 years.