For this Jingdong mall and SWAROVSKI brand "authorized disputes", the industry generally believe that this dispute is not wrong in Jingdong mall and other electronic business platform, but between the brand and its agents.

Zhou Ting, an assistant professor of University of International Business and Economics, an associate professor of University of International Business and Economics, a luxury research expert, and ESMOD, the French Academy of fashion art, Gao Xuan, director of the high school of fashion art, has an in-depth reading of luxury goods.

E-commerce platform destroys luxury brand image

It is understandable for luxury brands to say "no" to e-commerce providers, because e-commerce marketing fundamentally destroys the brand image.

Luxury electric business can not be simply interpreted as "selling luxury goods on the Internet". The traditional B2C website is used for page design, content editing and attracting traffic.

What's more, the Givenchy column of a well-known luxury electric supplier has written "the incumbent designer is the famous designer Alexander Miqueen of the United Kingdom", knowing that McQueen has not worked in Givenchy, and has passed away for nearly two years, and the designer's name can be misspelled.

What a shame! How can a luxury brand be trusted to authorize such a website to sell its own products?

Luxury is "extravagant" because of its uniqueness, scarcity and high price.

This means that not every consumer has the ability and opportunity to buy luxury goods.

Therefore, Jingdong's concept of "allowing consumers in remote areas to buy luxury quickly" is probably just wishful thinking.

Too large a target consumer group will only dilute the value of the brand.

Encourage brand official website to sell online

Luxury electric providers want to ensure a good image and lineage, the only direction is brand online sales.

All kinds of distributors who only want to divide the cake, please do not destroy these brands.