"Double 11" Ma Yun Very Busy, Luxury Brand And Electronic Business Platform Cooperation Good Or Bad?

"Double 11"

Busy, he has to worry about sales figures, but also worry about fake goods, the latter may be more upset.

Before that, he felt the seriousness of the problem.

A report was published on Forbes's website, including Gucci.

Kering SA, a luxury brand such as YSL, will be twice.

To the federal court of the United States.

Indeed, most luxury brands have some "bad habits" which are highly regarded by themselves. They often give people the impression that they are far from being impressed.

Unwilling to enter the electricity supplier, and do not want to cooperate with them to fight against fake products, to a large extent is related to this mentality.

French police have cracked a fake case of Hermes, and the police say the counterfeit Gang is specialized in the production of counterfeit hermes bags with the help of individual Hermes employees. The fake packages are pported to the market through the official sales channel of Hermes.

This news made many domestic Hermes fans nervous. They ran to Hermes store to check their love package.

However, the Hermes store says it does not provide any form of inspection service, while some shop assistants say, if you want to check the goods, you go to the French headquarters by plane.

Luxury brands are arrogant to consumers and arrogant to business operators, but they are arrogant to fake and fake sellers. They often show the attitude of innocent and weak.

Patrick Thomas, former chief executive of Hermes CEO, said in an interview with the media: "80% the goods sold on the Internet in the name of Hermes are all counterfeit goods, which is absolutely a disgrace."

From Thomas's "shame", luxury brands are deeply affected by counterfeiting.

But to get rid of this pain, we should declare war on counterfeiting instead of targeting another victim, the electricity supplier.

This is also a "disgrace" to the electricity supplier.

When Ma Yun heard that Kai Yun group accused his Taobao platform of infringing trademark rights and selling counterfeit goods, it was reported that he jumped up almost from the sofa and said, "I would rather lose the lawsuit, rather lose money", "but we will win dignity and respect". This mood is not difficult to understand.

In fact, in addition to the arrogant attitude of luxury brands, the most important thing to reflect is the product itself.

Things are really good, arrogance is a bit of capital, if the quality is general, or even very bad, then there are big problems.

There was such a case: the manager of a luxury brand store in Beijing called the police station, saying that a bag worth more than twenty thousand yuan was stolen.

Finally, there was no registration, because the police checked the store's purchase ledger and found that the price of the package was only a few hundred yuan, and it was considered that the package was not eligible for registration.

This caused a lot of sensation on the Internet. Some people suspect that the store sold its own holiday, and some people accuse the brand of being too profiteering.

In this regard, brand officials have been prevaricate and have not been clarified.

Even if we do not get entangled in the issue of selling and selling, the real goods of luxury brands also need to be entangled.

In recent years, the quality of luxury goods has been increasing in China, and the number of complaints has been rising.

The reason is not hard to find.

In China's primary and emerging markets, luxury goods have a very high profit margin and make money quickly.

So luxury brands quickly spread their sales network.

In the process of expansion, the demand for products is too large to make the luxury brand hard, and it is difficult to monitor every aspect of product quality.

The bigger problem is that some luxury brands, either secretly or secretly, are looking for OEM to open factories to less expensive outlets to maximize profits, and in doing so, product quality problems are inevitable.

Too many stores and shipments are contrary to the scarcity of luxury goods, and the value of brands is inevitably diluted.

Now, influenced by many factors such as economic slowdown, government's strong anti-corruption and changing consumer attitudes, the expansion of luxury brands in China has obviously been weak, and some have even declined in performance.

Obviously, the honeymoon period of luxury brands in China has ended. What they need to consider next is the control of the pace of expansion and the search for new marketing channels. Cooperation with e-commerce platforms may be an option.

Of course, the promotion of quality and service, and cooperation with partners to fight against counterfeiting, to restore the brand image, is also a must do homework.