The Embarrassment Faced By The Second Hand Luxury Market After Being Brought Back

The domestic luxury market continued to flourishing, once hot second-hand luxury market, low price is its magic weapon to occupy the market.

But luxury electric business and luxury outlets have made living space for second-hand luxury increasingly narrow.

How can we kill a sky of second-hand luxury in today's increasingly competitive competition? Can second hand luxury goods bring consumers a pleasant surprise in addition to low prices?

Milan station, a listed company operating second-hand luxury goods, issued a notice of earnings warning. It is estimated that as of June 30, 2012, the 6 month net profit of the company will be significantly reduced compared with the same period in 2011.

As a leading brand of second hand luxury goods, why does Milan station hand over such a report card in the luxury market?

A nursing luxury store staff told reporters: "although the number of consumers who come to the store is not decreasing, the number of people who buy it is rare, and the volume of luxury goods cleaning and maintenance is much higher than that of second-hand luxury goods."

Zhou Ting, a luxury research expert, said that after several years of rapid development, China's luxury market began to enter the shuffle period, and 2012 was the turning point of the luxury market.

In the first two years, projects with short-term profits began to suffer pains and reached the bottleneck stage.

"Milan station has exposed the market of second hand luxury goods mixed with each other and has its own way of doing things. There is no uniform standard in the industry. This barbaric growth mode has affected the healthy development of the market."

Zhou Ting said.

Business mode OUT.

Milan station said that the reason for a substantial reduction in net profit was the increase in consumer sentiment and sales, administrative and other expenses.

Insiders say the pressure from competitors can not be underestimated.

The main advantage of second hand luxury goods is low price, but

After joining the discount store, the advantage is offset, and some customers who want to buy cheap and big cards are partly eaten.

In this regard, Zhou Ting said that the supply of goods is not a stumbling block for its rapid development.

People who sell second-hand luxury goods are mostly white-collar or middle class. They are not a concentrated crowd who consume luxury goods. The crowd with assets between 10 million -5000 yuan is the mainstay of the market, but they seldom go to consignment.

Some operators get the right to sell samples from luxury brands, but the supply of goods is limited, which is difficult to meet the market demand.

She also believes that the domestic second-hand luxury enterprises are too single in their business projects, and have not excavated the value-added services in the luxury market, such as derivative services such as luxury appraisal, after-sale maintenance and cleaning.

Such as scratch repair or the two creation of damaged parts, so as to increase profit margins.

Landing service is the direction of development.

In contrast, the second hand luxury store in Japan.

(Bo Fu) will organize regular auctions to provide free cleaning and maintenance for the merchandise sold within 3 months.

Zhou Ting believes that excellent second-hand luxury goods enterprises should not only serve consumers, but also serve brand dealers.

Many luxury brands have not set up after-sale departments such as repair and cleaning in China. Secondary luxury enterprises can cooperate with them and become official partners of after-sales service.

On the supply side, operators of second-hand luxury goods should lock in target groups and organize effective ways to obtain goods from these people.