Research On The Pricing Strategies For Luxury Retail And Shared Platform Rentals Under Blockchain

With the rapid development of technology and the change of people’s concept of life,the luxury industry has also ushered in a new windfall.In recent years,China’s luxury industry has surged forward and is expected to become the world’s largest luxury market in 2025,contrary to the huge market stock,the turnover rate of second-hand luxury goods in China is far lower than the world,at this time,ZZER,Hongbulin,Ponhu and other second-hand luxury ecommerce platforms came into being,while The country is vigorously developing a circular economy,and luxury brands are beginning to look for new channels.In the B2C model,the source of goods is directly supplied by the manufacturer,and the B2C sharing and leasing platform purchases the luxury goods from the luxury goods supplier to obtain the ownership of the luxury goods and provide leasing services;in the C2B2C model,the leasing parties complete the leasing through the special second-hand luxury goods trading platform,and the platform is responsible for the commercialization of the source of goods and fulfillment.The platform is responsible for the commercialization and fulfillment of the goods.In this paper,we consider the channels of cooperation between luxury goods suppliers in traditional retail channels and B2C shared rental platforms,study the pricing decisions of each member of the luxury goods supply chain under different channel models,analyse the sensitivity of consumers to the quality and hygiene of shared rental luxury goods when blockchain technology is introduced,and study the impact of blockchain technology on each member of the hybrid dualchannel model of retail+B2C shared rental platforms.Further,consider the situation when a C2B2C shared rental platform exists in the market,analyse the impact of a C2B2C shared rental platform on the product pricing of luxury goods suppliers,traditional retailers,and the rental pricing decisions of a B2C shared rental platform,and consider a hybrid retail+B2C/C2B2C shared rental platform channel with blockchain technology,and analyse the impact of blockchain technology on the various members of the channel supply chain The impact of blockchain technology on each member of the channel supply chain.This paper finds that when luxury goods suppliers cooperate with B2C shared leasing platforms,their profits are higher than those when they sell luxury goods only through traditional retail channels;while traditional retailers are in competition with B2C shared leasing platforms,the profits of traditional retailers after luxury goods suppliers cooperate with B2C shared leasing platforms are generally harmed.Secondly,when there is a C2B2C shared rental platform in the market,the profits of luxury suppliers are greater than they would have been in the absence of the C2B2C shared rental platform.In contrast,the profits of traditional retailers are progressively greater than they would have been in the absence of a C2B2C shared rental platform as the proportion of high-use consumers increases.Finally,the introduction of blockchain technology in either model is beneficial to all members of the supply chain when the fixed cost required for the luxury goods supplier to introduce it is less than a certain threshold.In summary,luxury goods suppliers should partner with B2C shared rental platforms to broaden their distribution channels,while C2B2C shared rental platforms can also help increase demand and profits for luxury goods suppliers.When the cost of introducing blockchain gradually decreases,luxury goods suppliers should consider introducing blockchain technology to improve the overall service level and revenue of the supply chain.