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时尚品牌网>资讯>奢侈品电商的模式究竟有什么问题?

奢侈品电商的模式究竟有什么问题?

| | | | 2020-6-12 09:42

多多下注彩票939BUJINJINSHISHITILINGSHOUHEBAIHUOGONGSIZAIYIQINGQIJIANBENGKUILE。SHECHIPINDIANSHANGSUIRANYONGYOULEQIANSUOWEIYOUDEZHONGSHISHOUZHONG,DANYEMIANLINZHELEISIDETIAOZHAN。

多多下注彩票939MEIGUONIUYUE——YIQINGYIJINGJIANGSHIJIESHANGYIXIEZUIDADESHECHIPINBAIHUOBIDAOLEBENGKUIDEBIANYUAN。DUIYUTAMENZAIXIANSHANGDEJINGZHENGDUISHOULAISHUO,YEMEIYOUDUOSHAOHAOCHU。

Net-a-PorterBUDEBUZAIGELIQIJIANGUANBIQIPEISONGZHONGXIN。MatchesFashionZEZAITUOQIANSHEJISHIDEKUANXIANG。

RUGUOBUSHIJINIANDEHUA,SUOYOUZHEIXIEWANGZHANDOUZHISHAOMIANLINZHEJIGEYUEDAFUDAZHEDEQIANJING,YONGLAIQINGLIZAIYIQINGQIJIANMAIBUCHUQUDESHANGPIN。GENJUBEIENZIXUNGONGSIDESHUJUXIANSHI,JINNIANSHECHIPINXIAOFEIKENENGHUISUOSHUI35% 。XIAOFEIZHEZHENGGENGDUODIZAIWANGSHANGGOUWU,DANZHEIBUZUYIDIXIAOJINGJIXUEJIAYUQIDESHENDUSHUAITUI。

多多下注彩票939YINCI,JINGUANZAIXIANDIANSHANGCENGJIANGZIJIDINGWEIWEINeiman MarcusHESaks Fifth AvenueJINGPINBAIHUODIANDENGSHUAILUOQIYEDETIANRANJIEBANREN,DANXIANZAI,TAMENYEXIANRULEYICHANGKANSIBUKENENGYINGDEDEZHANZHENG,ERZHEICHANGZHANZHENGDEMUBIAOSHIZHENGDUOZHEIGEXUNSUWEISUODESHICHANG。ZAIYIQINGZHIQIAN,SHUSHIYIMEIYUANDEYINGSHOUHUOGONGKAISHANGSHISHIZHEIXIEQIYEDEMUBIAO,XIANZAIDUITAMENERYAN,ZUIZHONGYAODESHIZAIBUWEIJIYUGUKEHESHEJISHIDEGUANXIDEQINGKUANGXIASHENGCUNXIALAI。

“MEIGERENDETUICHUJIHUIDOUGAIBIANLE,”LINGSHOUHESHISHANGGUWENRobert BurkeSHUO:“DUITAMENLAISHUO,DUGUOZHEIDUANSHIQI,BINGWEIXIZIJIDEYEWU,ZHENDEHENZHONGYAO。FOUZE,QIYEJIANGZIRANERRANDIBEITAOTAI。”

多多下注彩票939ZAIGUOQUDELIANGGEYUELI,SHECHIPINDIANSHANGDEYUNQIYIZHIHENCHA,JISHIQIGUKEBEIKUNZAIJIALI,BIEWUXUANZE,ZHINENGZAIWANGSHANGGOUWU。

SUIRANTAMENBUBIDANXINRUHEGAIZAOMENDIANYIFUHEXINDEJIANKANGGUIDING,DANDIANSHANGHAIYOUQITAHOUQINWENTI。Net-a-Porter JIANGQIZAIMEIGUOHEOUZHOUDECANGKUGUANBILE6ZHOU。DANGTAMENZAIWUYUECHUZHONGXINKAIZHANGDESHIHOU,JIGOUWUZHEFASONGLEYIFENGDIANZIYOUJIAN,BAOHANYIGELIANJIE,GUKEKEYICHAKANCONGLIANGTIWENDAOCANGKUGONGRENSUOBIANDENGJIANKANGYUFANGCUOSHI。

“WOMENXIWANGNINJIXUBAOCHIANQUAN,WOMENQIDAIZHENINJINKUAIZAICIGUANGLIN,”ZHEIJIALINGSHOUSHANGXIEDAO。

多多下注彩票939● MatchesFashionDEXIANXIATIYANZHONGXIN5 Carlos Place | TUPIANLAIYUAN:PINPAI

多多下注彩票939ZHEICHANGYIQINGYEMOSHALEQITAGUANJIANYOUSHI。2017NIAN,MatchesFashionZAILUNDUNDONGBUKAISHELEYIGECHUANGYIGONGZUOSHI,WEISHANGPINPAIZHAOBINGCHUANGZAOQITANEIRONG,JIQIWANGZHANTIANJIAYIZHONGSHEHUADEGANJUE。XIANZAI,JIUXIANGTADEYIXIEJINGZHENGDUISHOUYIYANG,XINCHANPINBEIFANGZAIRENTIMOTESHENSHANGZHANSHI,HUOZHEGANCUISHIBAIBEIJING。

雄心勃勃的扩张计划要么搁置,要么倒退。MatchesFashion的5 Carlos Place是其实体体验策略的关键,除了预约的私人导购外,这里已经关闭。Moda Operandi 在不到两年的时间后,于今年4月关闭了其男装业务。

ZHEIXIEWANGZHANHEQIJINGZHENGDUISHOUYIJINGCAIQUCUOSHI,ZAIZHENGCHANGDEXIAOSHOUJIJIETIGONGCHUNJIXILIEDEZHEKOU,MatchesFashionHEModa OperandiTIGONGDEYIXIECHUNJIXILIEZHEKOUGAODA30% 。

多多下注彩票939SHANGGEYUE,DANGGucciDEMUGONGSIBIAOSHIJIANGBAGENGDUODEPINPAIXIAOSHOUZHUANYIDAOZIJIDEDIANPUSHI,ZHEIRANGPIFAXINGYEGANDAOBUHANERLI,YINWEIZHEIXIEWANGZHANSHANGXIAOSHOUDEXUDUOREMENSHANGPINDOULAIZIGucci。QITAPINPAIKENENGYEHUIXIAOFANG,JUJUEDIANSHANGHEBAIHUOSHANGDIANHUOQUNEIXIEZUILINGRENCHUIXIANDECHANPIN。

多多下注彩票939● Moda OperandiCENGSHITUJINJUNZHONGGUO,DANQISHANGHAIBANGONGSHIYEYIGUANBI | TUPIANLAIYUAN:PINPAI

疫情前的挑战

XUDUOZHEIXIEWENTIYUANYUPIFAMOSHIBENSHEN,ERBUSHILINGSHOUSHANGSHIFOUTONGGUOWANGZHANHUODACHENGSHIDEDASHANGDIANYUNYING。

多多下注彩票939YIGucciJIANSHAODUIPIFAYEWUYILAIDEJUEDINGWEILI。GAIPINPAIYIJINGTONGGUOZHIXIAOCHANSHENGLE85%DEXIAOSHOUE。BUGUO,JIANYUBAIHUOSHANGDIANHEDIANSHANGZHENGZAINULIYINGDUIKUCUNGUOSHENGHEDAFUJIANGJIADEJUMIAN,GAIGONGSIRENWEI,JIBIANSHISHENGXIADEYIBUFENYEDUIGAIPINPAIBULI。

KAIYUNJITUANSHOUXICAIWUGUANJean-Marc DuplaixZAI4YUEFENDUIFENXISHIBIAOSHI: “PAITAXINGJIANGBIYIWANGRENHESHIHOUDOUGENGWEIZHONGYAO。”

多多下注彩票939JINNIAN1YUE,LVMHSHOUXIZHIXINGGUANJIANDONGSHIZHANGBernard ArnaultSIHUWANQUANFOUDINGLEDUOPINPAIZAIXIANLINGSHOUDEGAINIAN,TAGAOSUTOUZIZHE: “SUOYOUDIANSHANGDOUZAIKUIQIAN... ... TAMENGUIMOYUEDA,KUIDEQIANJIUYUEDUO。”

多多下注彩票939YAMAXUNJIANLILEYIGEZAIXIANLINGSHOUDIGUO,ZHUYAOFANSHOULEISISHUJIZHEIYANGDEPINLEI,ZAIZHEIXIEPINLEIZHONG,GUKEKANZHONGDESHIDADEXUANZEFANWEI。ERSHECHIPINXIAOFEIZHEGENGXIHUANLIULANTEDINGDEPINPAI。DUIYUXINXINGPINPAIERYAN,PIFASHANGDEJIAZHIWUFAGULIANG,TAYOUZHUYUZAIXIAOFEIZHEMIANQIANTUICHUXINXILIE。KAIYUNJITUANDEBottega VenetaJIUSHILIYONGZHEIZHONGCELVELAITUIGUANGDaniel LeeDEXINSHEJI,BINGQUDEJUDACHENGGONGDE。

DANSHI,YIDANYIGEPINPAIZAIXIAOFEIZHEXINMUZHONGQUELILEDIWEI,TAJIUKEYIZHIWANGFENSIMENZHIJIECONGTADESHANGDIANHEWANGZHANSHANGGOUMAI。ZAIHUOJIASHANGCHUXIANZAIJIAOXIAODEJINGZHENGDUISHOUPANGBIAN,HUOZHECHUXIANZAIWANGZHANSHANGDEYIXILIECHANPINZHIZHONG,DOUHUICHENGWEIBULIYINSU。

ZAIWANGSHANG,GOUWUZHEKEYIZAIBUTONGWANGZHANJINXINGBIJIA,SUOYIRUGUOYIGESHANGPINZAIDAZHE,QITARENJIUHUIGANDAOGENJINDEYALI。

多多下注彩票939ZAIYIQINGBAOFAZHIQIAN,ZHEICHANGJINGZHENGJILINGSHOUSHANGDEZICHANFUZHAIBIAODAILAILEYALI。LIFENGJITUANBIAOSHI,QIBAOKUO Yoox Net-a-PorterZAINEIDEYEWUBUMENQUNIANKUISUNBUDUANKUODA,ZAIJIEZHI2019NIAN1YUEDECAINIANZHONG,MatchesFashion DEYINGYELIRUNXIAJIANGLE89% 。2020NIANCHU,Moda Operandi CAIYUAN50REN,BINGGUANBILESHANGHAIBANSHICHU。XIANYOUDETOUZIZHEYOUXIANGGAIGONGSITOURULE1YIMEIYUAN。

“ZHEISHIYIXIANGFEICHANGANGGUIDEMAOXIAN,”BurkeSHUO:“TAMENDELIRUNFEICHANGWEIBO、FEICHANGFEICHANGWEIBO——ZHEIHAISHIYIQINGBAOFAQIANDEQINGKUANG。”

QINGKUANGKENENGGENGZAO:5YUE7RI,Neiman MarcusSHENQINGPOCHANBAOHU,FUZHAI50YIMEIYUAN。DANZAIXIANLINGSHOUSHANGZHENGMIANLINZHELAIZIGUDONGHUOSIMUJIJINTOUZIZHEDEYALI,TAMENYAOQIULINGSHOUSHANGZAIBAOCHIKUAISUZENGZHANGDETONGSHIKONGZHIZHICHU。RUGUOBUZAISHEJIAOMEITISHANGJINXINGDAZHEHEYINGXIAO,JIUHENNANSHIXIANZHEIYIMUBIAO——DANZHENGSHIZHEIZHONGTAMENRANGTAMENZUICHUXIANRULEZHEIZHONGKUNJING。

ForresterLINGSHOUYEFENXISHI Sucharita Kodali BIAOSHI: “WOMENYICIYOUYICIDIKANDAOZHEIZHONGQINGKUANG... ... WEILEKUODAGUIMO,NIBIXUZAIHUOKE、KUODAGUIMOHUOJINXINGDALIANGTUIGUANGSHANGTOURUGENGDUOZIJIN。CHULEJIAGE,NIHAIYOUSHENMEKEYIJINGZHENGDE? ”

夹在中间

多多下注彩票939FarfetchKENENGSHIZAIYIQINGQIJIANSHENGCUNXIALAIBINGQIANGZHANSHICHANGFENEDEZUIJIAXUANZE。GAIGONGSIYUJISHANGPINXIAOSHOUZONGE(JIZAISHICHANGSHANGXIAOSHOUDECHANPINJIAZHI,ERBUSHI Farfetch CONGXIAOSHOUZHONGHUODEDESHOURU)JIANGZENGZHANG43% ZHI46% 。JINGUAN Farfetch YUJISHUIHOUKUISUNJIANGDADAO7000WANZHI1.25YIMEIYUAN,DANGAIGONGSIRENGXIWANGZAIMINGNIANMOUGESHIHOUSHIXIANYINGKUIPINGHENG。ZI3YUECHUYILAI,QIGUJIAYIJINGSHANGZHANGLE35% YISHANG。

DANFENXIRENSHIBIAOSHI,YOUZHEQINGXISHIJIAODEXIAOXINGWANGZHANYEBIGUIMOJIAODADEJINGZHENGDUISHOUCHUYUGENGYOULIDEDIWEI,QIZHONGBAOKUOZONGBUWEIYUDEGUOMUNIHEIDEMyTheresa,GAIWANGZHANDUIPINPAIHEDUTEDEGUKEFUWUJINXINGLEYANGEDEGUIHUA(XIANGJIANBENRITOUTIAO); ZONGBUWEIYUJIANADAMENGTELIERDE SsenseWANGZHAN,YICHAOPAIHEDADANDESHECHIPINERWENMING; YIJIYINXINGDEDUIFUYUGUKESHIFENYOUHAODEBrowns,ZHEIJIANGONGSIWEIYULUNDUN,YOUFarfetchZAI2015NIANSHOURUNANGZHONG。

MatchesFashionHEModa OperandiKANQILAIYIJINGCHAOYUELEZHEIGEFANCHOU。ZAIMatchesFashion,QICHUANGSHIRENTom ChapmanHERuth ChapmanDEXUANPINJIANGGAIWANGZHANYUQIJINGZHENGDUISHOUHECHUANTONGBAIHUOSHANGDIANFENKAI。SIMUGUQUANGONGSIApax Partners ZAI2017NIANYI10YIMEIYUANDEGUZHISHOUGOULEZHEIJIALINGSHOUSHANG。

QISHOUXIZHIXINGGUANUlric JeromeZAIQUNIAN8YUEFENCHURENYILIAODILIKAILEGONGSI。JINNIAN2YUE,YAMAXUNGAOGUANAjay KavanJIETILETADEZHIWEI。ZHIQINGRENSHIGAOSU BoF,ZHEIJIALINGSHOUSHANGYIJINGZAITUOQIANJIPINPAIDEQIANKUANLE,YOUDESHENZHITUOLE6GEDUOYUE。XUDUOQITADEDIANSHANGXIANZAIYEDOUZAITUOQIANFUKUAN,DANSHI MatchesFashion DEWENTISIHUYUANYUANCHAOCHULEZHEICHANGYIQINGYINGXIANGDEFANWEI。

YIWEIDAIBIAOBIAOSHI: “WOMENZAIYUQIFUKUANFANGMIANCHUXIANLEYIXIEWENTI,YUANYINYOUHENDUO,BAOKUOQUNIANYINRULEXINDEHUIJIZHIDU。WOMENDEJUEDUIYOUXIANSHIXIANGSHIZAIWEILAIJIZHOUNEIJIEJUESUOYOUWEIFUKUANXIANG。”

多多下注彩票939ZHEIWEIDAIBIAOSHUO,ZAIYIQINGQIJIAN,LINGSHOUSHANGDELIULIANGHESHEJIAOMEITICANYUDUZENGZHANGLELIANGWEISHU,“ZAIYIJINGZOUCHUFENGSUODEDIQUCHUXIANLEJIJIJIXIANG。”

Moda OperandiTIGONGSHIZHUANGXIUKUANYUDINGFUWU,GUOQUYIZHIZHUANZHUYUCHAOJIFUYOUDEXIAOFEIZHE,QIKEDANJIACHAOGUO1000MEIYUAN。GAIWANGZHANYIZHISHITUKUODAQIYINGXIANGLI,QUNIANZHONGXINDINGWEIPINPAI,YIXIYINGENGDUOLEIXINGDEGOUWUZHE,JINGUANLIANHECHUANGSHIRENLauren Santo DomingoJINNIANZAOXIESHIHOUCENGGAOSUBoF,GAODUANGOUWUZHERENGRANSHIQIYOUXIANKAOLVDESHIXIANG。

接下来会发生什么?

ZHEICHANGYIQINGYIJINGSHIXUDUODIANSHANGDESHANGSHIJIHUAGEZHI,HUOZHESHIXUNZHAOMAIJIADEXIONGXINBIANDEGENGJIAFUZA。TAMENDEGUZHIKENENGHUIXIAJIANG,ZAICHOUCUOZIJINDETONGSHI,LINGSHOUSHANGJIANGXUYAOZHAODAOYIZHONGSHENGCUNFANGFA。

LINGSHOUGUWENSteven DennisSHUO: “TAMENDEFAZHANDAOLUBIANDEYUELAIYUEZHAI。ZHEIXIELINGSHOUSHANGZHONGDEDADUOSHUYAOMEHUIDAOBI,YAOMEHUIBEIDALIANGCAIYUAN,TAMENDECUNZAIJIANGDASHANGYIGEDADADEWENHAO。”

多多下注彩票939WANGZHANKEYIHEBINGYIQIUSHENGCUN,JIUXIANGTOUZIZHEXIWANGNeiman Marcus HE Saks Fifth AvenueNENGZUODENEIYANG。Neiman MarcusDEMyTheresaKENENGHUIZHAODAOYIGEXINDEZHUREN。

YAMAXUNYEZAIJINYIBUJINRUSHICHANG。BUJIUQIAN,GAIGONGSIYUMEIGUOBAN《Vogue》HEMEIGUOSHEJISHIXIEHUI(CFDA)HEZUO,TUICHULEYIGEZHONGXIAOXINGSHEJISHISHICHANG,ZUOWEI A Common ThreadCISHANJIHUADEYIBUFEN。ZHEIJIAZAIXIANSHANGDIANKEYIXIAOCHURENMENDUIZAIDAXINGDIANZISHANGWUPINGTAISHANGXIAOSHOUSHIZHUANGDEXIEXUYILV。

多多下注彩票939XUDUOFENXISHIRENWEI,ZAIXIANSHECHIPINLINGSHOUFENWEILIANGDAZHENYING。YIFANGMIANSHIWEIRAOSHICHANGPINGTAIMOSHIHUOTEXUJINGYINGJIANLIDEDAXINGWANGZHAN,ZAIZHEIXIEWANGZHANSHANG,PINPAIKONGZHIZHESHANGPINDEXIAOSHOUFANGSHI。Farfetch(YIJIZHONGGUODETIANMAOHEJINGDONG)SHUYUZHEIGEZHENYING。

LINGYIFANGMIANSHIWEIRAOJINCOUXUANPINHUOGEXINGHUAFUWUJIANLIDEXIAOZHONGWANGZHAN。Moda OperandiYIBANDEXIAOSHOUSHILAIZIZAOXINGSHIDEBANGZHU,ER MyTheresaYIQIFANYINGXUNSUDEKEHUFUWUERWENMING。RANER,WEIRAORUCIGAOSHUIPINGDERENJIHUDONGJIANLIQILAIDEQIYE,CONGDINGYISHANGLAISHUO,TAMENDEGUIMOSHIYOUXIANDE。

ZHEIXIEWANGZHANDEWEILAIQUJUEYUYIGEWENTI,JIUSHIKodaliCIQIANSUOSHUODE: “CHULEJIAGE,NIHAIYOUSHENMEKEYIJINGZHENGDE?”

当前阅读:奢侈品电商的模式究竟有什么问题?

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