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British Luxury Burberry Mobile Line, What Do You Hope To Get?

2014/6/6 9:11:00 36

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In recent years, "P", the old brand of British luxury brand Burberry, with a bold digital strategy, has recently been stunning. In April 24, 2014, the Burberry Tmall flagship shop was officially launched. Burberry has also become the first international luxury brand to enter Tmall mall. 
 however, Burberry's attitude towards the digitalization attempt is particularly cautious. No information about Tmall's entry was found on any official platform. In the Tmall mall, it is full of "big 1 yuan spike" and "fashion special privileges" home page, and you can hardly see any hints about Burberry. Only in the two level pages of "big street", Burberry's Logo comes next to Versace and Givenchy. 
The two key words of "P", "digitalization" and "China" have emerged in recent years in the expanding global map of Burberry. 
 at the end of the 1990s, the old British brand fell into a dilemma: < a href= "http://www.91se91.com/" > Product < /a > lack of innovation and slow growth in sales. But 20 years later, its brand image and its earnings report are all new. This is one of the digital achievements, no matter the impressive 3D hologram fashion show, or the Burberry London flagship store, which is full of novelty interactive devices. 
 "I believe that creativity and innovation are the core of our past success, and so will the future." Burberry new CEO Christopher Bailey (Christopher Bailey) has publicly stated. 
 the relationship between China's market and Burberry's success is much more direct. Miss China's luxury market "golden five years" (from 2008 to 2012 after the outbreak of the US financial crisis, during which the high growth of China's luxury market saved many luxury brands), Burberry decided two years ago to reclaim all the agency rights in the mainland of China, and to direct it to strengthen control over the Chinese market. It has continuously concentrated the new store investment plan to China, and even moved its big show in London to Shanghai. In the fiscal year ending March 2013, Burberry's global revenue grew by 8%, while the Asia Pacific region gained 14%, of which Hongkong and the mainland had reached two digit growth, compared with an increase of 1% in Europe. 
 however, the news of Tmall's flagship store on Tmall made an uproar in the industry. It is the first reaction of many people that "serious mismatches" and "risks are not so close to the audience." Obviously, for Burberry, Tmall platform is not enough "advanced" at least. 
 besides, the flagship store is not run by Burberry itself, but to a company that most people are not familiar with. The local company, founded in 2007, specializes in providing digital and e-commerce services to customers, including Nike and I.T. As long as someone orders on Tmall, Bao Zun will directly deliver the electricity supplier from its warehouse in Wujiang, Suzhou. In addition to warehousing and logistics, the company is also responsible for customer service at Burberry Tmall store. 
 how to maintain your exclusive and high-end brand image online and give customers the same experience under the line is a more prudent issue of luxury a href= "http://www.91se91.com/" > brand < /a >. In order to achieve a comprehensive control of brand image, most luxury brands launched online sales in China have built independent websites or authorized Yoox to have foreign luxury business platform with high accumulation in high-end consumption. 
 "is not going to win every step in the forefront," Lu Xiaoming, former managing director of MontBlanc (Montblanc) and founder and President of organic home, said in an interview with first financial weekly. "Such a positioning brand is stationed in Tmall, and this step is too big." 
 in fact, before the Burberry, fashion brands came back from Tmall. The Tmall store, Benefit's cosmetics brand Benefit (Benefit), closed after a few months in 2012. Despite its high traffic volume, the brand is worried that the discount of other cosmetic brands will hurt its image. Coach is just a little bit. In December 2011, Coach signed a month's online sales agreement to celebrate the establishment of 70th anniversary and Taobao. After the conclusion of the agreement, Coach chose to set up its own online sales website. 
 "generally speaking," neighbors "is very important for luxury brands. From a brand point of view, this is not a good marriage. Angela Kapp, a multi-channel retail investor and consultant, told the first financial weekly. 
 Tmall responsible person to "first financial weekly" introduction, the two sides from the first half of 2013 began contact negotiations, initially Burberry stationed in Tmall just to promote the recent years just developed beauty business. But with the deepening of negotiations between the two sides, Burberry decided to put the entire product line on Tmall's page. 
Tmall has made a lot of efforts in this regard because of its large traffic volume but complicated P. In December 2013, the British Embassy in China released micro-blog, announced the photos of Cameron and Ma Yun attending the signing ceremony, and announced that more and more British products will be on sale on Tmall. Burberry's Tmall store is said to be one of the results of the talks. Careful users will also find that Tmall conceals the sales volume of the open shop for Burberry, and the page design looks totally different from that of Taobao store. 
 Tmall is counting on the luxury brand like Burberry to help them to make fashion spanformation. This is one of Tmall's goals in 2014. According to data from Euromonitor International, Tmall's sales in the past 3 years have risen nearly 10 times to 273 billion 700 million yuan, which controls nearly half of China's online sales. 
Less than P, and for Burberry, it's not just Tmall's huge sales. An industry insider told the first financial weekly that the cooperation was based on the condition that Tmall had to clean up all the grey Burberry a href= http://www.91se91.com/, which is a product of non official channels. In addition, through Tmall, Burberry can also penetrate into the broader market of China. 
"P", "Burberry" has always been considered the best among the luxury brands, which promotes its attention to China's e-commerce. Its development in China is on the rise. It is time to build brand awareness outside Shanghai and Beijing, and start the recognition and aspiration of the two or three and even four line cities. A person familiar with the development of Burberry told the first financial weekly. 
 but don't forget that most consumers who choose to purchase luxury goods online still prefer their price advantage. And the price of Burberry Tmall flagship store will be fully synchronized with offline stores. This could turn the store into a virtual exhibition hall of the brand. People here look at the latest pictures and sizes, consult customer service, and then click on a few fingers to find an overseas purchasing agent on Taobao. 
 Bain consulting company's report shows that in 2013, China's luxury consumption 2/3 came from overseas, and only 1/3 consumption came from China. 
 "the real problem is that China's online consumption is still mainly based on price, but luxury goods are just the opposite. It is about desire and experience. Just now the huge price difference between China and overseas luxury goods is still there. People are not stupid. If you buy elsewhere, you can save 40% to 50% of the money. Why not? "Angela Kapp said. 
Like P, just like many big brands have chosen to quietly move factories to China and Vietnam, Burberry refused to comment on opening Tmall flagship store. Perhaps it also realized that it was a very unusual and uncertain attempt to add any brand aura.