Luxury Sales Channels: From Downtown To Internet

The battle for sales channels has been burned from the downtown area to the Internet.

The bad economic situation in 2012 did not affect the growth of luxury goods sales.

Bain consulting predicts that global luxury sales will grow 6-7% this year to 200 billion euros.

Among them, China has played an engine role, and the annual growth rate of 18%-22% has made China a luxury market of 150 to 16 billion euros.

Growth comes from two aspects, one is the repeat purchase of old consumers, the other is attracting new consumers.

The former needs deep tillage, customer relationship management and VIP activities one after another.

For the latter, "western development" is the key.

To this end, luxury brands need to rapidly expand their stores, and the first tier cities tend to be saturated and go to the second, three and even four line cities.

Shops have to wait until the house is built to open, but also whether the shopping malls are good, whether developers are professional.

Although commercial real estate is widely listed in China, luxury brands find that there are few places to open.

As a result, the brands are fighting in the most popular shopping malls. For example, Beijing's Xinguang heaven and earth is a battleground for the military.

Businesses that close their eyes can also do business, and businesses must squeeze in their heads.

However, the brand that Chinese consumers know is limited, and the performance of each brand can be described as two days.

On the one hand, the famous big business is very good. It is said that the first floor store on the first floor of Xinguang world has a threshold of 8 million yuan a month.

On the other hand, the brand business, which is not known to consumers, is in a mess. It is possible to get rid of it all day.

Good brands do not worry about good locations, and can even slowly and leisurely dry.

The flagship store of Huaihai East Road in Shanghai is still doing the internal reinforcement work of the old buildings. The decoration did not know when to start, and the exhibition of Hermes leather was two years ago.

In those days, other brands heard that Hermes came to this village and came to World Expo to start their business.

Hermes is not worried at all. He also uses one of his buildings to open flagship stores.

LVMH also has no worries. The L 'Avenue of Zunyi road junction at Shanghai Xian Xia Road has already been towering.

The property that is cooperating with Macao's He Hong will converge on all the brands of the world's largest luxury group and directly face the greater Hongqiao area.

Of course, Chinese consumers will also mature, and will then yearn for more "niche" brands.

The entry of multi brand stores and foreign department stores will fill this space.

The Beijing branch of Paris's Lafayette department store and the Shanghai branch of Japan's High Island house will open next year.

Hongkong JOYCE opened second stores last year in the three phase of China World Trade Center, Beijing, and will open a mi ni JOYCE in Shanghai and Beijing this year.

In addition, Shanghai and Beijing have produced many boutique boutiques in the past two years. Shopkeepers run to the fashion week to see the show, Rick Owens, Damir Doma and other avant-garde.

The product line is even more complete in these small stores.

China is too big, China's retail

Too big, the physical shop development speed simply can not satisfy the blowout demand.

Perhaps online shopping is a solution that covers all areas and meets all kinds of consumers.

In recent years, the online shopping in the field of home appliances has made a lot of wars. I really hope this fire can burn into the luxury online shopping area, so that consumers can get the same cheap designer fashion as foreign ones.

It may just be wishful thinking.

On the one hand, the source of goods is in the hands of brands and a few foreign agents. On the other hand, luxury consumers are not too sensitive to prices, and they may not want to buy a big handbag in the big shop.

There is a saying: instead of selling luxury goods, the website is called luxury online shopping. Luxury online shopping, like physical stores, stresses environment and services, and price is not the best policy.

Brand shop is moving forward cautiously. At the end of 2010, Armani started this prelude. Since then, Italy Yoox group has brought Bally, Dolce &Gabbana, Marni and so on. The latest opening is Alexander Wang.

Burberry's official online store, though far away in the UK, can also buy online at the Chinese price.

Coach shop has been testing for a month in Taobao mall, and I believe it will launch its own official website in the future.

The official website of Bott EGA Venet A is also in the process of planning.

However, the biggest role of big name official website is brand image display. Therefore, the main products of the official website are mainly based on image, and the discount is not big enough, ignoring the actual purchase needs of many domestic consumers.

This is to be satisfied by similar boutique online stores, and boutique stores not only have their own positioning, but also adjust according to the domestic market.

Lian Crawford's online shopping is directly combined with the shops in Beijing, which is a complete copy of the entity store.

The The Corner of Yoox has changed a lot. In the foreign countries, we have taken the niche brand designer's route and entered the public direction after entering the country. We have Maison Martin Margiela, Undercover and other avant-garde brands, and we can not get away from the joining of ZZegna, Dsquared2, Sergio Rossi and other brands.

For consumers across the country, these brands are still small.

Therefore, the three year old fashion was first chosen to sell the classic brand products.

Orders come from all over the country, even Tibet.

In fact, there are many potential luxury consumers in Yunnan, Guizhou, Sichuan and other places. Their travel is not convenient, so the demand for online shopping is quite large.

After several years of accumulation, the United States and the West are no longer satisfied with the status quo.

According to the idea of founder Wang Hao, the introduction of some high-quality foreign second-line brands is the future direction of development, goods have design sense, and the price is more suitable.

At present, Just Cavalli has been sold in the west, and then there will be MCM and other brands.

It can be seen that the direction of luxury online shopping focuses on brand competition.

Shang pin has won the exclusive online distribution rights of M Missoni, and this autumn and winter will introduce New York Kors designer brand such as Michael Kors.

Can these Chinese electric providers with huge VCs change the channel pattern of the domestic luxury market? This will be seen in the next one or two years.