晚安只對你說

and other luxury goods businesses expanding aggressively different, Nieman Marcus (Neiman Marcus) always seemed "cautious." The rapid development of China's luxury market in these years, this has one hundred years of history in order to operate the high-end luxury department store chain based in the United States until last year before entering the Chinese market, or an online way.

2012 March Niemann first to inject domestic electricity supplier Glamour way to test the water in this market, which is limited to purchase special fashion positioning electricity supplier; nine Hou Niman own e-commerce platform in China officially on-line, and the operations centers and warehouses have been set up in Shanghai.

However, after a lapse of less than six months, the recent layoffs Niemann Chinese shop will halve, and will shut down China warehouse replaced by the U.S. headquarters is responsible for product sales, shipping, news spread like wildfire. In the luxury goods makers or independent operators or with third-party partners, have accelerated the layout of the Chinese online market now, Niemann strategic adjustment can not help but remind people this fact: Chinese luxury goods market has yet to heat electricity supplier.

"As of today, no matter who is in the Chinese luxury goods market, electricity providers have fled do not open the supply side or the consumer side of the question, I think this is a problematic business model." management consulting firm Roland Berger Partner REN In an interview with the "First Financial Daily" interview that.

market is still the incubation period

for the realization of all the customer a single warehouse direct shipments from the United States, recently Niemann media said the company will cut out China operations team, and close China warehouse. But Niemann will continue to operate China's Chinese website, as part of its Chinese-language version of the official website of the United States from Shanghai a small customer service, marketing and network marketing team to maintain operations.

compared to the Chinese economy worry, Niemann spokesman said the reason for closure China warehouse more out of the business model adjustments. In Niemann's view, "it would be a better model."

"from the current electricity supplier industry and the luxury of view, I am afraid the situation is still difficult to see in the future," Ruder Finn, senior vice president and general manager of Shanghai Gao told this reporter in an interview that "best Tube luxury electricity supplier must have a future, but now China's luxury market is still in electricity supplier cultivation stage. "

changed in the past conservative and cautious attitude luxury makers have accelerated the layout of the Chinese luxury goods market, electricity providers, intends to return to Shanghai in the fall of Hong Kong high-end department store () to explicitly explore the Chinese mainland market as online key strategies, as well as many other luxury brands have also made the same strategy.

However, in REN opinion, so far,Niemann (Neiman Marcus) warehouse withdrawn USA and China luxury electric provider has yet to heat 】, in the Chinese market, whether domestic or foreign luxury goods makers have failed to prove that combines luxury and e-commerce is the right business model.

look past 2023 years have sprung up in the domestic luxury electricity providers who have now been transformed into a high-end brands to focus on fashion-oriented electricity providers, or those angel investors is estimated to be crazy the. But do not think no hidden sources of foreign luxury goods business would be no problem.

"At present, China is still buying consumer network drives in price, the discount is still their greatest aspirations for luxury goods shop, but most foreign luxury brands in China, or high-end department store's price is the full price "REN analysis," In fact, many consumers here for online purchase high-priced products are still the issue of trust. "

wired the store for the luxury goods business, if not so focused on "selling", online undoubtedly also played a showcase for brands and products, the role of propaganda, but only in terms of online stores, all costs in the Chinese market will probably take a real sales to support.

in Chinese e-commerce platform independent operation of a luxury brand of staff told reporters: "This shop last few years can not be expected to achieve profitability."

"curve salvage country"

also rumors that China warehouse Niemann closed and replaced by the United States is responsible for sales and cargo storage center because it is trying to efforts to improve international business grew, because their owners Furniture equity fund TPG and Warburg Pincus LLC is preparing to listed or sold to a sovereign wealth fund.

Although in the past because of its rich customer base is considered the meat and potatoes,nike air max, but because of the recession hit, the company's earnings in the TPG and Warburg Pincus LLC acquired shortly after its collapse. Until now, the profits just Niemann its pre-crisis levels approaching. As of July 31, 2012 for the fiscal year net profit of $ 140 million Niemann, 2008 the value more than 142 million U.S. dollars.

"to consider the overall cost accounting, truly enter a market, the cost to operate the shop operation, and the entire site system has been established in the case, shop more than one language version only cost is a huge difference The latter seemed almost no input, no wind Yan. "wise noted.

In fact, some did not enter the Chinese market, foreign suppliers have long been fashionable electric version of the OS have introduced Chinese language, Chinese consumers purchase more convenient. Chinese consumers are price-driven early even if an account balance, compared with those who actually enter the Chinese market and warehouse center in China to set up shop to buy the taxes included in the price, buy and shop directly from abroad plus international shipping price advantage.

"from a practical business point of view, foreign luxury goods providers will set up shop in a foreign country, then there may be a Chinese language version of the curve in the Chinese way of doing luxury electric provider, this solves the goods, the supply of the problem, not the whole batch import, customs clearance, time and cost will be relatively large advantage. Additionally, because these online shopping of people who have been very mature, saving the cost of education, which is the most realistic option. "REN think.

salvage the country but this curve methods, the disadvantage is that will affect the customer experience, service and international cargo detained by Customs may exist circumstances will allow relatively limited but very important original luxury shopping experience changed get worse.

"and this approach does not allow big business." REN supplement.

(Source: First Financial Daily Author: Zheng Shuang)