HUGO BOSS: Opening Your Own Shop Is The Most Important Thing To Ensure Logistics.

< p > "the current problem is not when to enter" a href= "http://www.91se91.com/news/index_cj.asp" e-commerce "/a" field, but how to create innovative and original solutions in digital space, so as to provide real luxury online shopping experience for brand customers, not just stay in the creation of a good online store.

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< p > successful marketing order < a href= "http://www.91se91.com/news/index_f.asp" > luxury goods < /a > brand added value.

But many marketing leaders are worried about internet marketing.

In their view, the network environment does not seem to match the high-end quality of luxury brands, but the fact is that many luxury brands have many experience in operating "online stores" in mature markets such as Europe and America, and have been very successful.

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< p > despite the fact that most of the luxury brands are on the sidelines for the development of e-commerce in China, more and more CMO will share their advertising shares with the Internet platform.

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< p > there is a reason why luxury brands are hesitant about China's online shopping market. After all, the online shopping experience is not as direct as a physical store. Especially those products are expensive. At present, the main group of Chinese luxury goods consumers are usually not online shoppers, so luxury brands dare not act hastily.

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< p > but in 2013, a group of luxury brands will set up their flagship stores in China, setting off the first wave of luxury brands in China.

Let's take a look at how luxury brands build e-commerce platforms.

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< p > < strong > > a href= "http://www.91se91.com" > HUGO BOSS < /a >: opening up shop to protect logistics is the most important.

< p > HUGO BOSS does not rely on the power of the third party, but designs its own platform.

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< p > according to the brand global president Claus-Dietrich Lahrs, HUGO BOSS has been very successful in e-commerce in some European countries, so it is considering continuing to develop e-commerce business in other countries and regions outside Europe, including China.

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< p > "starting next year, we will develop online shopping in the US and China.

In the Chinese market, few luxury brands can provide consumers with online shopping opportunities and experiences, including obtaining information online, experiencing products, and so on, even if people will continue to shop in our stores.

At the same time, we are also considering how to make those consumers who can not find HUGO BOSS shop have a better online shopping experience in those cities where logistics is not smooth.

Mr. Lahrs explained.

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< p > when Mr. Lahrs was asked how much percentage of the total electricity sales he expected to sell, Mr. Chen was very cautious.

"It's too early to talk about the percentage of electricity supplier sales in total sales," he said. "Our e-commerce business is only starting in Europe. It will begin to develop in the US and China in 2013 and enter Russia in 2014."

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< p > the biggest challenge of the electricity supplier platform is whether logistics can keep up with it. This is also the need for HUGO BOSS to expand its business after expanding its business. Lahrs is also worried about this: "there is an important aspect of logistics, which is not our strong point, so we will outsource logistics.

But it will ensure that the consumer experience is complete and smooth, including product development, classification, selection, and delivery to terminal consumers. "

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< p > < strong > PPR: the third party builds platform experience first < /strong > /p >

< p > luxury brands are inevitable in China's entry into the field of electronic commerce, but as Federico Barbieri, vice president of e-commerce Department of PPR group, accepted the interview with Chinese media, "the current problem is not when to enter the field of e-commerce, but how to create innovative and original solutions in digital space, so as to provide customers with truly luxury online shopping experience instead of staying at the creation of a good online store."

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< p > PPR is the third largest luxury group in the world. In the middle of this year, it set up a joint venture with YOOX, a luxury electric business group in Italy, to manage the flagship store of some luxury brand single brand official network of PPR group.

Including Bottega Veneta, Saint Laurent Pair, Alexander McQueen, Balenciaga and Sergio Rossi, by the end of 2013, all official flagship stores will operate globally, and China is also among them.

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The P YOOX group has been building a single brand official flagship store for all luxury brands for third years. The flagship store currently operating in China includes Armani, Marni, Bally, Dolce & Gabbana, Y-3, Dsquared2 and Alexander Wang.

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In the case of Armani, for example, P opened an official online store in China in 2009, but the effect was not satisfactory at first.

First, the online shopping experience is not perfect. Secondly, Chinese luxury goods consumers are not really used to this virtual shopping mode.

But Giorgio Armani himself is full of information about the future of online shopping, and constantly consummates his shopping experience. He believes that "online marketing is not just selling products, but also making brands. So I need the experience of website first."

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< p > < strong > now, this platform has become a successful example of luxury brand Chinese online shop.

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< p > in this case, YOOX is divided into Armani: YOOX is responsible for R & D, legal services, logistics and distribution, customer service, network marketing and so on, while Armani is responsible for products and brands related parts, such as goods, pricing, visual image and so on.

YOOX obtains a certain proportion of proceeds from the brand's network sales revenue, does not charge the commission fee, and assumes all the previous capital investment in the operation of e-commerce, and shares the sales risk with the brand.

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< p > < strong > NET-A-PORTER: online department store, who is next to /strong < /p >

< p > as one of the means of marketing, luxury brands have little difference from the real world in choosing online shops.

Therefore, if it is not for itself or through a third party such as YOOX to build a single brand flagship store, but choose to enter some online department stores, luxury brands need to choose the platform with the discerning eye of the entity store.

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Earlier than P, Coach also opened flagship store in Taobao's Tmall, but soon withdrew.

Some people attributed this reason to the poor sale of flagship stores in Coach e-commerce, and I believe that one of the reasons is that Coach has not chosen an e-commerce platform that matches its positioning.

A lot of people know that luxury goods are very important to the sales environment, and the location, the location and the size of the products are matched. Coach's choice of Tmall is a bit out of line with its brand of luxury brand.

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< p > just like in big cities like Beijing and Shanghai, luxury goods will choose the landmark shopping mall, surrounded by the first line brands that are consistent with their own location.

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< p > this is the so-called "big name gathering effect". Once the brand scale is formed, such an online department store will naturally become the luxury landmark of the Internet world.

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"P", such as the electric giant NET-A-PORTER of the group, is the model, and has become the target of all other brands in the luxury world. The website sells a lot of luxury brands, including Alexander McQueen, Emilio Pucci, Gucci, Jimmy Choo, Lanvin, Miu, and so on.

NET-A-PORTER has also become an object of Chinese luxury electric business to follow suit.

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< p > over the past few years, there have also been a number of similar luxury e-commerce websites in China, including Jiapin, Shang Ping, Ju Shang, vip.com, glamour and Xiu Xiu net, but their attractiveness to luxury brands is still time tested.

After all, it takes time for a new shopping circle to really burn up. Brands need time and consumers need time.

China's luxury electric providers should continue to endure.

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