However, looking back at the history of Shangpin. Com, we found that there is a clue this autumn, and it is also inseparable from the development of the industry. The plight of established luxury e-commerce companies has not stopped the pace of e-commerce giants. In 20 17, Alibaba launched the LuxuryPavilion. At present, more than11luxury brands have successfully settled in Tmall. On June 5438+ 10 in the same year, JD.COM added its own luxury channel TOPLIFE, and obtained the brand resources of Kaiyun and Burberry Group. On-line 10 month, 34 brands settled in.
The joining of e-commerce giants has undoubtedly further intensified competition in the industry. In particular, Ali and JD.COM have been deeply involved in the e-commerce industry for many years, and they have certain credibility and obtained brand authorization, further weakening the competitiveness of established luxury e-commerce.
Luxury e-commerce wants to continue, and returning to the heart is the first problem to be solved. As a platform for selling luxury goods, the core is undoubtedly product quality. Starting from 20 17, vipshop will seek transformation again, from "special sale" to "genuine specialty"
Sell ",20 18 1 month, reached an official strategic cooperation with London Fashion Week and won the brand endorsement. This means that luxury e-commerce is also constantly improving in terms of product quality and brand authorization.
In addition, considering the two hard needs of product display and consumer experience, luxury e-commerce should also get rid of one leg and create a new way of online and offline parallelism.