The Era Of Luxury Goods In The Virtual Store

The first person to eat crabs finally appeared.

It was close to the end of November.

Its online store in China.

Officially open.

The online store program has made Armani the first high-end fashion brand to launch online stores in China.

GiorgioArmani said that this is because online shopping is popular in recent years, and the Chinese market is becoming more and more important.

A large number of Chinese fashion consumers are paying attention to this brand new shopping method, and it is becoming popular.

"We have launched the Emporio Armani brand e-commerce business for only 3 years, but the A/X ArmaniExchange brand e-commerce has been in the United States for 10 years."

John Hooks, global vice president of Armani group, told JohnHooks.

In 2007,

The first EmporioArmani was set up in the United States.

Over the next two years, brand online stores opened in Europe and Japan.

"The performance of several regions varies.

Chinese consumers are different from consumers in other regions.

This difference is very interesting and provides us with the opportunity to interact with more mature online consumers. "

Login to emporioarmani.cn, it is easy to find the localization strategy of the brand: the website language and customer service are all in Chinese, using size conversion, RMB settlement, and promise to deliver the goods across the country.

"We are trying to maintain the same authentic Armani shopping experience all over the world.

The products offered on the website reflect the characteristics of regional stores.

We will try to provide some services that meet the needs of Chinese consumers, but will still maintain global characteristics.

Hooks told this reporter.

There are more than one person who eats crabs.

In December, the YOOX group announced its official landing in China.

YOOX group is a global network retail partner of the famous fashion brand. Its global business includes its multi brand online store.

And 23 single flagship official network flagship stores operated by YOOX group:

Behind the operation support is also YOOX group.

Surprisingly, YOOX group decided to take the high-end strategy in China.

"We want to start with the most mature and high-end part of YOOX group.

China's online consumers are becoming mature. What they want now is not quantity, but quality, but we can provide this without a particularly good provider.

YOOX Group founder and Global CEO Federico Marchetti (FedericoMarchetti) told the magazine that the group entered China through two modes: first, the multi brand boutiques that will be landed in China in the second half of 2011; thecorner.com is the official online flagship store operated by YOOX group, and is expected to have 3 to 4 brand online stores in 2011 in 2011.

This seems to indicate that "the era of luxury virtual stores" is coming.

Some analysts say that 2011 will be the "first year of China" for luxury virtual stores.

Indeed, more people are making preparations.

A few months ago,

In Japan and the United States, online stores opened, and Bottega Veneta chairman and chief executive officer Marco BIZARRI (MarcoBizzarri) told the magazine that they plan to open online stores in the mainland and Hongkong in the future.

"The Internet is not" exclusive "but" approachable ". In this sense, the Internet and the characteristics of luxury goods seem to be contradictory, but this is not the case.

The Internet can still convey information about luxuries, which depends mainly on how to use the Internet.

BIZARRI said to this magazine.

They are obviously not "for fun".

according to

According to the data, China has the largest Internet user market in the world. In 2009, China's online consumption reached 248 billion 400 million yuan, an increase of 93.7% over 2008. The total consumption of luxury goods in China has reached 9 billion 400 million US dollars in 2009, accounting for 27.5% of the world's total. After Japan, it has become the world's second largest consumer of luxury goods.

"Now the timing is perfect.

Globally, China's luxury consumers are the youngest. "

Chieti said to this magazine.

"This gives us a good feeling that young consumers have a very friendly attitude towards the Internet."

In 1999, Marchetti graduated from Columbia University and decided to set up a company to sell luxury goods online.

"Now the situation has changed.

When I founded the YOOX group, no one bought luxuries on the Internet. We were the first to eat crabs.

We created this market and taught people to buy quality online, which is what I want to do in China.

Marchetti said to this magazine.

10 years ago, his ideas were somewhat unimaginable.

For most people, luxury goods and the Internet are two incompatible worlds, one that stands for "uniqueness" and one that advocates "equality for all".

Pulling the two together is like "the combination of technology maniac and fashion spirit".

"One is the Hollywood style world, full of red carpet, fashion show, and the other is the technology world, full of computer lunatics, nerds...

One is full of content, one is looking for content, one is about exclusive, one is "approachable", and the other is totally different.

But if these two can come together, it will be a perfect combination.

They need a connecting point to solve the problem of distance. That's what we do. "

Marchetti said to this magazine, "this combination of uniqueness and affinity is perfect.

Marni.com, for example, is not like a physical store. It has only one location and one store in the world, so it is unique.

But at the same time, it is accessible to everyone.

"Exclusive" and "affinity", these two characteristics can be combined, but they need a plation.

Act as

Marchetti, the founder of the group, has witnessed the 10 year development of luxury online stores.

He told the magazine that shops opened in different periods were very different.

"Opening time is very important.

Compared with the virtual stores opened in 2000, the virtual store opened in 90s has a smaller market and a larger market.

This is because the network is developing very fast.

If you want to do quality things on the Internet, you'd better start early.

The difference is also reflected among consumers in different regions: "the Japanese like to buy at night, and Europeans like to buy them during office hours; for shoes, Japanese like to buy low heeled flat bottomed shoes, while Americans and Italians like to buy high heels and mini skirts."

In the 10 years, the attitude of consumers is changing.

A survey by McKinsey Co shows that the frequency of Chinese consumers shopping is decreasing, but the consumption quota is increasing.

"Consumers are becoming mature.

When they are familiar with and accustomed to one thing, they will ask for more.

It is not only the problem of price, but also the other aspects of service, quality and so on.

When we first opened a store in Italy 10 years ago, people didn't ask for much. No one was concerned about the late arrival of the goods.

Now many of them ask for second days' arrival.

They are always seeking new things, and so do we.

We grow with consumers. "

Marchetti said to this magazine.

There are brand changes in attitude.

Hooks told this magazine, in addition to online stores,

。

"The more we know about our consumers, the more products and services we make."

Armani is not the only one who understands this.

As early as 2009, Burberry began to synchronize live fashion shows on the Internet and set up an interactive network community with classic windbreaker as its theme.

A few months ago, Apple Corp launched the iPad. Soon, users can go up and down.

And other brands of APP software, and in recent red Sina micro-blog, China has already had the name "Louis Vuitton".

"10 years ago, no brand would sell its products on the Internet. Now, almost all brands are very concerned about the development of the Internet and take it as part of the development strategy.

We provide them with technical support, and their budgets are multiplying every quarter.

But they are also strengthening the control of single brand stores.

They are more picky about the choice of online multi brand stores.

In the future, they will put more energy into online brand stores.

Brands will like the Internet more and more.

Marchetti told this magazine.

"E-commerce can be added to the" brick wall "store.

Many consumers buy it after they have searched the Internet.

A reasonable dialogue between them can optimize the possibility of physical stores in terms of color, number and so on.

Hooks told reporters, "technology has been improving, but our main body is always traditional: let consumers feel excited and happy."

Newly opened

In China's online stores, you can see the whole brand of men's and women's wear.

A series of selected products, accessories, jewellery, etc.

In the lower right-hand corner, there is a "preferential" item. If you click in, you can see the sales promotion style: a first cut coat with a price of 9200 yuan, a price of 5520 yuan for the website, and a pair of men's leather boots with a price of 6200 yuan, with a discount price of 3100 yuan.

"For brands, there are some advantages of online shops that are not full of physical stores: the series that they provide are more complete and can control the use of pictures. This helps to maintain brand image and discount in online stores. This is also important."

Marchetti told this reporter, "but online shops are not just about prices.

At first, its advantages were indeed based on cheap, but as consumers became mature, this phenomenon has changed.

Now the network can provide abundant resources: images, pictures, music, historical archives, interactive activities...

You find other things besides discounts.

It's them, not discounts, that make virtual stores more attractive.

People worry about whether luxury products entering the Internet are still luxuries.

The fact is that luxuries are not only luxury products, but also products.

For example, a unique shopping experience - carefully arranged shop windows, deliberately displayed items, courteous attendants...

All of them are deliberately creating an atmosphere of "honourable".

On the Internet, there is no such difference in the process of buying a bar of soap and buying a famous brand bag, but the so-called online shopping is just a simple process of mouse click.

"This is indeed a great challenge.

We will enhance the shopping experience through some perceptual materials, such as picture stories and historical materials, which will catch consumers' interest.

Hooks said to this magazine.

In BIZARRI's view, although the virtual shop is different from the physical store, it can provide a different shopping experience with the physical store. It can also be "luxury".

"In BottegaVeneta's physical store, you get real feelings.

In the shop, you may only see pictures, but by clicking the pictures, you can see the story behind the product.

These are hard to see in a physical store.

Moreover, its visual luxury experience is very high.

The same package, different methods, different products, do the same online shop, there are different ways.

It determines whether the luxury is done.

BIZARRI told this reporter.

In addition to a single brand store, a number of multi brand online stores are also supporting the "virtual shop can also provide luxury shopping experience".

It is a mini boutique and a display platform for fashion designers, known for its avant-garde fashion.

In many ways, it is the same as the high-end boutiques of the entity: goods are strictly selected and invited.

Such industry stars create blockbuster, video and fashion movies, and many designer brands have made new products on them.

In the packaging and delivery, it is also exquisite as the boutique, using exquisite black boxes, "these are hand wrapper, not machine operation".

In some ways, luxury virtual stores show the attractiveness of physical stores, such as the speed of renewal.

"We operate 23 brand online stores, which are responsible for almost all parts of the product.

We update these stores every year.

The renewal of the entity store takes 35 years to complete, and it involves a wide range of shops worldwide.

By contrast, online stores are much easier. "

Marchetti told this reporter.

Interaction and entertainment are another great advantage of virtual stores.

In recent years, the rising polyvore.com is a fashionable shopping website in the form of community. It combines the game with the theme of the community and provides shopping links. In addition, the YOOX group and net-a-porter, which are relatively old fashion shopping websites, are offering more exquisite network products and topics.

YOOX's recently launched Playland is an interactive game shopping theme, much like an online playground.

The app software is an interactive fashion magazine. Readers can click on the pictures in magazines to start buying, stimulating shopping desire.

"Technology makes virtual stores attractive.

10 years ago, virtual shops were not as beautiful as physical stores, but dull web pages, but now the situation has changed.

Today's online stores can also provide a wonderful shopping experience.

Marchetti told this reporter that "buying is part of experience."

The beauty of online stores is associated with shopping. If you don't do well, you won't buy it, just like you won't buy luxuries on Amazon because it can't bring you luxury shopping experience.

What we do is combine beauty with function.