Fashion network group buying website chaos is just beginning to shuffle

[China Glass Network] On the bus, whether you are willing or not, there are frequent pictures of Yao Chen riding a cartoon screaming and screaming at the crowd to "go to the market"... as if overnight, the elevator in the building The advertisements between the two began to be occupied by various group purchases and fashion websites. Behind this boom, the miracles created by online shopping websites in terms of financing are also emerging.
First, today's capital invested 50 million US dollars in Diamond Bird Net. Aurora Borealis and NEA invested in the maternal and child products company Red Kids. Vipshop and Catwalk Network respectively won the second round of 50 million US dollars and 20 million US dollars in VCs... Recently, Letao.com, Jiapin.com, and underwear lifestyle direct sales brand Lancome have announced the completion of the third round of tens of millions of dollars of financing. According to the new statistics of Chinaventure, as of May 10 this year, there have been 37 financing incidents in China's e-commerce. Among them, the amount of disclosure was 26, amounting to 2.05 billion US dollars, of which 1/3 was invested in fashion online shopping sites, nearly twice as much as last year.
Under the massive intervention of the venture capital, the entire online shopping industry has madly joined the advertising "burning money war", spikes, promotions, group purchases and overwhelming advertising flooding people's eyes. However, on the other hand, it has frequently burst out a lot of digs, speculations, and vicious competition between websites, and a "hand-to-hand combat" around the battle for group buying giants is being staged.
In fact, the operation status of the group-purchasing website itself is not very optimistic. Most of the thousands of online shopping websites that existed at present are still in a loss or barely maintained position, and only a few have achieved profitability. An e-commerce practitioner said: "The profit of online shopping sites is maintained at 10% to 15% to survive, but now even 5% is not available. Excluding promotion costs and labor costs can almost certainly be unprofitable."
From this point of view, the current support for the operation of fashion online shopping sites is almost entirely from financing, and each step of the market strategy is almost constrained by capital power, which is like fashion online shopping is a "carrying crutches" walk, once crutches Being recovered or damaged, without financing support, how far can fashion online shopping go? Without the support of venture capital, the industrial chain of the website and even the entire online shopping industry will face the danger of breaking, so that wind investment funds can easily become an anesthetic rather than a cardiotonic agent.
So, what kind of magic is what makes fashion online shopping sites stand out? What is the reason for the big turn in the group buying website? For the entire fashion industry, what is the direction of this new fashion force, and how to develop healthier? As a consumer, how should we view this new fashion force? From this issue, "Information Times·Business Weekly" will launch a special report on "Fashion Online Shopping Industry Survey" to pay attention to, dig deeper and unveil the mystery of fashion online shopping websites, so stay tuned!
Chaos is like a cross, and the fashion online shopping industry enters the "Warring States era"
On the other hand, the company has received huge financing under the enthusiasm of “wind investment”; on the other hand, it has frequently exposed negative news such as counterfeit products, goods not on the board, and online shopping services. After experiencing the online “enclosure war”, the fashion online shopping industry survived. The "hand-to-hand combat" of the battle is being staged.
Recently, the well-known group purchase navigation website group 800 released the "2011 second quarter group purchase market statistics report" shows that only 66% of users are basically satisfied with the online shopping industry, and "over-promotion" has become a larger online shopping with a 28.9% complaint rate. Rickets.
The reporter recently learned from a number of white-collar consumers who have experienced online shopping that poor service attitudes, difficult refunds, false low discounts, counterfeit goods, and shoddy charges are also the focus of complaints.
Survey 1
The virtual plateau price is then discounted into "hidden rules"
"The original price of 928 yuan Nike shoes, the discount price is only 228 yuan!" Faced with a low-to-2.5 ​​fold advertisement on the homepage of a fashion website, the white-collar Li, who often buys online, has a question mark in his heart: "I was in the department store some time ago." In the discount store, I saw that the original price of this shoe was only 528 yuan, 264 yuan after playing 50% off. Why is the original price displayed on the website 928 yuan? Is this falsely reporting the original price?"
The reporter learned that at present some fashion online shopping sites mostly attract consumers with a low discount of 1-4 fold. Although the price of most commodities is relatively affordable, the phenomenon of online fictional plateau price “fudge” consumers occurs from time to time. The method of first lifting the plateau price and then filling it with water has become one of the unspoken rules of the online shopping industry.
The reporter once contacted a fashion online shopping site as a clothing supplier to seek cooperation, and asked to increase the price of the plateau and then lower the discount to increase sales. The customer service staff said that the group purchase information of the merchants must be reviewed by the website before being announced, and frankly Appropriately mark the plateau price, but it cannot be marked too high, "because consumers are not fools."
The customer service staff of another fashion online shopping site said that the specific "original price" can be determined after consultation with the salesperson.
Survey 2
Orders increase the number of goods is not on the board phenomenon
Recently, some media have exposed the problems of selling fake cosmetics and counterfeit watches on online shopping websites such as Meimei and Jewelry Group. Even the French “rooster shoes” domestic agent Ningbo Lekake sued the catwalk online sales, once again the various varieties of fashion online shopping industry The chaos is exposed to the public. In a "Satisfaction Survey on the First Year of Group Buying", the reporter found that "fake goods, shoddy goods" ranked among the top in the complaint category, and most of the complaints were on the first-line large-scale online shopping websites with wide coverage nationwide.
In this regard, Chen Yijia, vice president of the show network, said in an interview that there are some problems with counterfeit goods and goods. On the one hand, after the financing of enterprises, due to the requirements of the capital side, it is necessary to speed up the expansion of the business. The increase in orders may lead to flaws in the supply chain management process, such as failure to carefully review supplier qualifications, logistics and customer service can not keep up with the growth rate of orders, and may also be malicious attacks from competitors or capital competitors. . Chen Yijia pointed out that the "rooster shoes" on the catwalk network are not from domestic distributors, but directly from overseas dealers, which has attracted some attacks from domestic agents.
Another CEO of a small online shopping site, who asked not to be named, told reporters that the website that he had operated for half a year had repeatedly encountered a situation in which the supply of goods was not correct. At present, he has lost more than 100,000 yuan. "Now many group buying websites are easy to save, and the physical products are directly delivered to the supplier for delivery. In fact, there are great hidden dangers," he said.
Survey 3
The price of luxury goods is not more than 200 yuan
A few days ago, iResearch released the newly released "2010 China B2C online retailer transaction volume TOP30" list pointed out that many advertised luxury goods website price is not more than 200 yuan, some consumers question whether 200 yuan can buy Luxury. The reporter browsed a number of websites that advertised the sale of luxury goods, and found that their display is not all luxury, but also a large number of low-end brands.
“It is true that some websites may have only a small number of luxury brands in the product portfolio, and at the same time they hope that their positioning can be distinguished from other low-end and low-end network operators. Therefore, the label of “luxury online shopping website” is used in publicity.” Guangdong Province Huang Zirong, secretary-general of the Network Business Association, said that if the unit price does not exceed 200 yuan, the sales structure should be based on non-luxury brands, and should also be tail and over-season.

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