Luxury App Will Only Sell In China, But The Market For Mobile Terminals Is Uncertain.

Hermes, following the launch of Silk Knots scarf App last year, it recently launched Tie Break App for men, and its additional purchase function is quite noticeable. However, as a rare luxury brand, the mobile end shopping function has not been opened to the Chinese market.

Luxury brand collective layout App market

Reporters learned that Hermes launched the Tie tie Break App. This is Hermes after the launch of Silk Knots scarf App in September last year, it again touched the mobile App. The difference is that the Tie Break App has joined the online purchase function. However, the Beijing Commercial Daily reporter registered on the App and found that the purchase function was not open to China.

Beijing Business Daily reporter found in Apple Store search, all luxury brands have App corresponding to download. For example, Prada has previously launched Il Palazzo, Gucci's Gucci Style, Chanel Chanel Fashion, D&G's same name App, etc. Luxury brands began to layout App ports as early as 2011, but their content has their own characteristics.

Take Chanel as an example. Its App flagship Chanel is the latest show in every season, enabling users worldwide to attack the brand trend on the phone. In addition, users can browse the fashion information of Chinese version of "CHANEL NEWS" through App, and get the Chanel boutique store links around the world. The Prada application allows App users to experience Prada's sunglasses, necklaces, earrings, bracelets and other accessories in the virtual palace. D&G's namesake App is fascinating with massive beauty. Gucci Style has presented the lifestyle content related to eating, drinking and sleeping, and shows the craft story behind the Gucci brand.

Differences exist between China and foreign countries in terms of sales function

Beijing Business Daily reporter visited Hermes Silk Knots experience, found that click on the purchase label, it shows that "your country does not support online purchase". Luxury brands do not open the sales function of mobile ports to the Chinese market.

It is not hard to see that luxury brands are highly valued for marketing and promotion in the new media sector, but such concerns remain at the level of marketing and promotion. Luxury brands in the App port, especially in the Chinese market App, its content is mainly consultative and interactive services, sales and other functional content has hardly been touched.

Yang Lin, the author of the new media application in luxury marketing, said that the characteristics of non luxury consumer goods, which are scarce and rare, have a natural mismatch with the mass media users of new media.

According to a research report released by the American Luxury Association last year to people earning more than US $15 thousand in the US, 12% of the respondents had downloaded luxury electric business App, and 63% of them purchased products through App. The agency also found that more than 40% of the luxury App users said they were interested in providing App with security and convenience to buy luxury goods. Half of the wealthy smartphone users say they will choose luxury stores that offer mobile experience to consumers. Luxury brands should not ignore potential. 72% users who bought products on mobile phones said they had no upper limit on what products they would like to buy on mobile phones.

In response, Chen Xi, executive editor in chief of the rob report, believes that Chinese consumers have not yet formed the habit of buying luxury goods on the mobile Internet. The active crowd of new media platform is mostly the "80 generation" and "post-90s" emerging consumer groups. The number of luxury customers in these people is also very limited.

　 Force App needs to understand objectives Consumer group

In China, mobile Internet has been developing rapidly and is far ahead of the traditional Internet. Followed by the hot mobile business. In early August this year, vip.com and Mei were exposed to 8 million 788 thousand and 8 million 744 thousand monthly coverage respectively, leading the female mobile e-commerce market. Among these App users, the proportion of users under 30 is over 70%. It can be seen that the domestic mobile business is still the world of mass consumer goods. Luxury has not yet formed the competitive advantage of mobile Internet in China.

Ai Rui consulting recently released the "iResearch-2013 China Vertical Women Fashion Business Research Report" shows that the number of female e-commerce industry App terminal coverage from 10 million 975 thousand in early 2013, increased to 22 million 122 thousand in December, the growth rate as high as 101.5%, the growth rate is amazing. By 2017, the sales volume of China's vertical female fashion e-commerce industry will be close to 100 billion, and the market will have huge imagination.

Coach staff once told the media that to do a single business or to do one hundred single business is not the boss's biggest concern. Developing and selling products on the Internet is not an expectation of how many products to sell. Instead, the brand needs to collect samples in advance, including understanding the geographical distribution of visitors, types of needs, interested in which styles, and what types of feedback and problems are put forward online. This may provide a reference for luxury brands to dig deep mobile customers in China. First, we should start with studying the habits and active areas of target consumers.

In this regard, the industry said, the major extravagant The intention of the brand to develop mobile Internet users in China is well known, but to achieve breakthroughs in such a huge and special consumer market, it is necessary to study the characteristics, habits and habits of consumers at the mobile terminals. Finding a matching platform or building a platform, locking the target audience and precise docking can get satisfactory results at China Mobile's Internet port.