COACH And Other Luxury Goods How To Deal With The Electricity Supplier?

In recent years, China's e-commerce has entered a period of rapid development. With the fierce competition and the reduction of venture capital, e-commerce in China has gradually changed from foam to rationalization.

Brands also come to China to test the water business, so the new term "luxury e-commerce" came into being.

After a high-profile Tmall settled in Benefit for half a year, he announced the withdrawal of the store.

Tmall's flagship store "test water" has been closed for a month. All kinds of phenomena are doubtful: are these brands really interested in joining the e-commerce business? Or do they see certain problems, so they have no intention of e-commerce at all?

Luxury goods, as compared with ordinary consumer goods, are known to have brand value rather than use value, and the price is much higher than that of ordinary consumer goods. Therefore, only those with high consumption ability can own such consumer goods, so such consumer products have become "scarce".

E-commerce is a variety of business activities under the open environment of the Internet.

The focus of this business activity is the convenience and relatively low price, and strive to provide consumers with convenient shopping platform and relatively inexpensive and inexpensive products. Compared to the luxury consumer group, this group of consumers pays more attention to the value of the products purchased rather than the brand connotation.

For luxury goods, the demand of Chinese high-end consumers is very simple.

Because of its high price and rich brand connotation, it can highlight the individual value of consumers.

On the contrary, consumers who choose to purchase online platforms are right.

There are many expectations.

First, goods, ordinary consumers value the availability of goods, so the practical value of goods plays a leading role in their shopping. Secondly, the price, because of the income constraints, this part of consumers often require goods to have a relatively low price while they are of use value. Finally, it is easy to buy and receive goods.

At present, although China's luxury e-business website has played the banner of convenient customers, and has reduced the price of some non seasonal goods on the website, in fact, the basic characteristics of luxury goods are completely opposite to the basic characteristics of e-commerce.

The former pursue expensive, scarce and brand value; the latter pursue low price, large quantity, convenience and use value.

Just imagine: if one day luxury goods are no longer expensive, and people will not be scarce, everyone can afford Patek Philippe genuine watches, everyone can afford Prada genuine shoes, so the price and the scarcity of such brands will no longer exist, and their brand value can not be mentioned.

For consumers who buy luxury goods, luxury goods lacking brand value can not satisfy their requirements of enhancing their personal value. The ultimate outcome is the massive loss of high-end brand customers and the fragmentation of brand businesses.

From this point of view, Liu Qiangdong, a public relations company, interviewed DIOR senior director for 600 thousand hours to meet for half an hour through the public relations company.