As Shangpin.com goes bankrupt, how far can other luxury e-commerce companies go?

As one of the top five luxury e-commerce unicorns in China, Shangpin.com, although it has been haunted by news of financing and layoffs, previously seemed to the outside world did not affect business operations. Because just in May this year, Shangpin.com was still doing 520 promotions, and then also launched a co-branded card campaign with Bank of China.

But looking back at the history of Shangpin.com, it was found that the downfall of this time has been a long time coming, and behind it, there is also an inseparable relationship with the development of the industry. The dilemma of the old luxury e-commerce, did not stop the pace of e-commerce giants counting. 2017 Alibaba launched a specialized luxury platform LuxuryPavilion, there are already more than 111 luxury brands successfully stationed in Tmall; in October of the same year, Jingdong increased its self-owned luxury channel TOPLIFE, to get the Kering Group and Burberry Group's Brand resources, 10 months after the launch, the brands stationed reached 34.

The entry of e-commerce giants has undoubtedly further intensified competition in the industry. In particular, Ali and Jingdong have been in the e-commerce industry for many years, have a certain degree of credibility, and realize the authorization of the brand, further weakening the competitiveness of the old luxury e-commerce.

Luxury e-commerce companies want to continue to go on, return to the heart is the primary problem to be solved. As a platform for the sale of luxury goods, the core is undoubtedly the quality of the product. 2017 began, Vipshop once again seeking transformation from "sale" to "genuine special

Sale", in January 2018, and London Fashion Week reached an official strategic cooperation, brand endorsement. This means that in terms of product quality and brand authorization, luxury e-commerce is also improving.

In addition, considering the two hard needs of merchandise display and consumer experience, luxury e-commerce companies should also get rid of one leg and create a new way of online and offline parallelism.