Why Luxury Goods Do Not Want To Embrace The Internet?

For any brand, it is necessary to find a market entry point for real.

Despite the booming electricity supplier in China,

But in the Chinese market, you can observe some amazing counterexamples.

For example: Mercedes Benz recently launched the return of old cars on Taobao's original price, for Mercedes Benz C series activities.

Some high-end car brands try to spread film clips on Tudou and other video networks, and invite new directors to show their brand connotation in creative ways.

These are dazzling.

The Internet application of luxury brands can be divided into four levels: the first is that Internet websites are only the announcements of brand information; and the second one is that websites not only convey information, but also have the functions of product promotion and introduction.

The third is to become "customer magazin". On the website, consumers pass on the use experience, and fashion critics' comments are thrown on the website.

This brand management website becomes "fashion experience" magazine.

The fourth way is to integrate the brand into SNS and implant it into network sales.

For example, Avril talked about the design of new perfume on her twitter, and the connection between stars and fashion products, so as to achieve "viral pmission".

For now, the vast majority of luxury brands are still in the top three.

For example, Hermes has its own brand network, and Bvlgari will publish new products on the website.

The high-end cosmetics brands such as Lancome and Estee Lauder are more popular in China. The reason why the La Paria marketing director is the reason is that the Chinese cosmetics market is much younger and more interested in the Internet compared with Europe and the United States.

Nonetheless, brands like La Paria still stop in Internet marketing. Their marketing director says they need to wait for two years.

"The relationship between luxury brands and consumers in the past is a condescending relationship.

Whether luxury brands embrace the Internet means whether luxury brands decide to change the relationship between this brand and consumers.

Michel Gutsatz said.

Let's take an example: if LV starts trying to open community or online stores on the Internet, the director of marketing needs to answer the following questions: whether to initiate a dialogue with consumers or not, whether consumers can use their mobile phones and Internet consumption, or not to explain the meaning of the brand itself?

The other two factors that make luxury brands nervous are: first, the Internet is not elegant; second, Internet and Internet sales will lose control over product sales.

The control of service quality is an integral part of luxury brands.

In the store, for those salesmen who are trained repeatedly and who know how to use their posture and bend angle to serve, they know how to look at them. They are willing to work hard for customers' small request and be good at providing comprehensive suggestions.

They can quickly close their doors for VIP customers, and these experiences can not be seen in Internet marketing.

"Such details can't be conveyed by online stores."

Wang Hua, a professor at the Marseilles Business School of Jiaotong University, said.

Luxury goods also slowed down the pace of embracing the Internet because of these hesitation.

There is a natural conflict between the Internet and the traditional market of luxury goods, whether in the form of customers, services or channels.

A more acute problem is that, until now, luxury brand online shops are far from being profitable.

Network sales are seen only by market directors as a potential market mining behavior that matches digital marketing.

Hermes took a compromise course.

They never sell products or build communities on the Internet.

But that doesn't mean they ignore the Internet.

Hermes has also set up a website to design the hand stitching drawing to reflect the brand connotation.

Their practice is to convey brands on the Internet and then guide consumers into physical stores.

"This is a balancing act, totally refusing the balance between the Internet and completely embracing the Internet."

There may be some differences in the Chinese market.

For example, Lancome set up a rose community in China, and Estee Lauder set up an elegant community in China.

These communities are not just for recommending products, but also for interactive beauty experiences.

"These communities have three levels: speak, play and personal view blogs.

In addition, Estee Lauder has worked with MSN community to launch advertising and interactive Click to get products.

In the future, Tencent and Sina micro-blog will also become the forefront of luxury brands, which are far beyond the conservative attitude of the European and American markets.

Michel Gutsatz said, "obviously, the luxury consumers in China are totally different from the traditional consumers in Europe and the United States."

In China, the sales channel of luxury goods is more like a rich flyover.

Luxury sales channels include exclusive stores, outlet, or Internet, airport stores and duty free shops.

As for the sales director of luxury brands, how to integrate these various channels to achieve a win-win situation between brand and sales in the Chinese market is a problem that luxury brands need to solve in China.

"China's luxury Internet strategy has been far ahead of the European and American markets."

Michel Gutsatz believes that luxury brands in the Chinese market need to be keenly aware of this. "For every brand, we must find a market entry point so that real consumers can enjoy it and get the passion of shopping.

Luxury brands are no exception.