"Internet + Luxury + Auction" Upsurge Of Product Authenticity Or Not?

After several rounds of bidding, the luxury can be taken into the arms.

In recent years, fashion people suddenly discovered that buying

There is another way -- auction.

In the industry view, the traditional luxury business has gradually declined, luxury goods and auction houses can be hit by fits and starts, because the two cater to the modern people's pursuit of distinctive needs, and will certainly get the favor of the market.

However, luxury auctions, especially luxury auctions on the mobile Internet, still have some problems, including authenticity, value preservation and so on.

Therefore, fashion people need to do enough homework before they participate.

Auction to become a new channel for luxury goods

"You see, buy bags will also appreciate ah! The existence of Christie's is to make us more motivated to buy luxury!" see a few Hermes clap high prices, "fashion man" Wang Yingying inexplicably happy, "I happen to have similar styles, feel that the family is twice as much."

This summer, Christie's, one of the world's most famous art auction houses, held a show in Hongkong.

Auctions, all kinds of bags are priced at a high price, one of the purple red crocodile skin drill.

The package was sold at a record high of HK $1 million 720 thousand (HK $1 million 376 thousand).

Although Hermes is a highly sought after luxury item, it is also amazing to shoot at such a high price.

This is a popular trend now: luxury handheld auction houses.

Insiders pointed out that luxury auction is still a relatively new concept.

Sales decline in physical stores.

Because of the rising and diverting channels, the traditional luxury business has been declining, and it is urgent to find new marketing channels.

Wang Yingying told reporters that buying luxury goods from auction houses caters to the psychology of modern people who are willing to accept new things.

"People who buy luxury goods originally pursue something more unique, and the items that are auctioned are even more distinctive, so luxury goods and auction houses are a perfect match."

It is understood that with the increasing popularity of international luxury auction business, not only the famous brand bags, but also luxury goods such as jewelry, watches, famous wines and cigars in recent years, all of which occupy a place in the auction market, among which jewelry is the most popular variety.

For example, Christie's created a brand-new luxury Accessory Department in Hongkong in 2014. This year, Sotheby's auction house in Hongkong also held the auction of "magnificent jewelry and jade jewelry" in Hongkong, including two antique Royal noble jewelry in Europe: one is the Viscount diamond necklace of Cecil Harcourt, the other is the Cawdrey pearl necklace, which was shot at HK $12 million 80 thousand and HK $41 million 80 thousand respectively.

According to market research firm Bain & Co. Bain data, the secondary luxury market has a capacity of about 19 billion US dollars and is growing rapidly. The second hand luxury trading platform, Vestiaire Fanny de Copines founder Fanny Moizant, said that only 16 billion clothing in the UK had 16 billion dollars worth of clothing.

At present, with the increasing purchasing power, China's luxury auction market has attracted much attention.

All kinds of luxury goods appear frequently in auctions of auction houses such as Beijing poly and Beijing Rong Bao.

However, some people are puzzled by the auction of luxury goods. In particular, some products are actually second-hand goods. "What kind of local tyrants will buy such expensive second-hand products?"

In this regard, Wang Yingying believes that, apart from the purpose of collection, and other "second-hand goods" is different, even if it is used at ordinary times, second-hand luxury goods will not make people feel uncomfortable.

It may also make the object more attractive due to the previous master's taste or the story he once had.

Boom in mobile Internet auction

If "luxury + auction" is a fashion symbol, then the "Internet + luxury + auction" is more likely to make people close to fashion.

"After all, not everyone can participate in the auction very conveniently, but through the Internet, they can compete for luxury products at home.

As a result, luxury auctions on the mobile Internet are popular and popular among young people.

Wang Yingying said Christie's handbag accessories online auction business has attracted a lot of fashion attention.

"A package quoted 30 thousand yuan on the counter. I got it online for less than 4000 yuan, and my friends are envious."

Young white collar Liu Shuang said.

After merging with the Internet, the luxury market is expected to regain its vitality.

1stdibs is one of them. The Internet Co, inspired by the Paris flea market, pioneered cooperation with independent antique dealers to assemble antique furniture, artworks and other luxuries. These items are from trusted dealers, which have gradually become the preferred online shopping platform for interior designers and private collectors.

In recent years, many foreign auction platforms have gradually opened up the Chinese market.

For example, in October last year, InstantLuxe, a second-hand luxury goods trading platform in France, landed in the Chinese market and devoted itself to selling luxury goods at a very low price.

In addition to the main concept of "cleaning the Wardrobe", InstantLuxe also expressed the hope to promote the concept of "real ladies without counterfeit goods".

Domestic brands have also become a rising star.

For example, in September of this year, the mobile luxury auction platform announced that it had won the $1 million investment from the Korean partner investment fund.

The luxury auction trading platform, which mainly deals with "1 yuan auction and 1 yuan maintenance", is committed to pferring luxury consumption from abroad to domestic, allowing these commodities to circulate and establish a perfect service system for them.

Li Ke, vice president of the Korean partner investment fund of the platform, pointed out that the middle class is pursuing a sophisticated lifestyle. China's consumption upgrading has gradually shifted from durable goods such as home appliances, houses and pfer to high quality products. The consumption channel, mode and service system of the luxury goods industry have reached the critical point.

You need to do your homework well.

In the industry, luxury goods are expensive after all, and there are still many problems to be overcome by ordinary people buying luxury goods through auction.

First of all, authenticity has always been the biggest problem for buyers.

According to the introduction, to solve this problem, the most important way is to rely on the auction house to conduct professional identification of the authenticity and quality of the auction.

Therefore, the reputation accumulation of auction platform is particularly important.

"Luxury goods are still unique, but they are still likely to be copied.

General auction houses will make great efforts to employ professional appraisal personnel.

Therefore, we must be more comfortable with luxury goods from famous auction houses.

The bigger problem now is that luxury goods obtained through mobile Internet and other channels may be mixed up, which requires higher buyers' professional appreciation ability.

Wang Yingying said.

Second is the problem of preserving value.

A few days ago, the argument that "90% luxury goods are not guaranteed value" has been widely discussed.

According to experts, many luxury goods do not preserve their value, mainly for three reasons: first, most luxury goods belong to the category of consumables, and the value preservation function is not great. Even if they are not used, the price may drop a lot when they are sold again.

Secondly, many buyers lack experience in maintaining luxury goods, and their value preservation rate will be greatly reduced.

Third, the secondary market of luxury goods is still not mature, which makes the flow channel unsmooth, so liquidity becomes a bigger problem.

Under such circumstances, even if the market price of genuine goods is rising, the second-hand goods market may also be hard to cash in.

Third, some varieties have higher base price.

"Watch several Internet auctions, the bottom price is set up really low! Only a few general merchandise second-hand luxury goods turnover is relatively straightforward, relatively good watch rarely traded.

I have estimated the base price, which is probably the price of the Hongkong public price, so the auction is not as good as buying it.

Fashion people say so.

Therefore, whether collectors or consumers want to participate in luxury auctions, they need not only invest money, but also do their homework ahead of time, study related brands, and understand the rules of the collection and circulation market.

At the same time, auction houses and other platforms should also focus on the accumulation of credibility so that they can stand out from the development mode of "horse race enclosure".