Luxury Industry: First Marketing And Re Marketing

In the second half of 2014, the leading brand of luxury goods, Hermes and Chanel, opened their official WeChat account and began to stabilize the information about pushing brands and products.

Most of the luxury brands currently operating in China own their official WeChat public numbers, micro-blog and video can not be small.

Among them, the British luxury brand Burberry is a pioneer of digital technology, using various means to broadcast the show.

But generally speaking, luxury brands are more cautious about e-commerce.

At present, the luxury brands involved in e-commerce are mainly cosmetic and light luxury brands.

These brands have lower unit price and more vivid market image, so they are suitable for Internet.

Estee Lauder, L'OREAL, CLARINS and other high-end cosmetic brands have set up online flagship stores on Tmall and other electronic business platforms.

At the same time, they will further enhance their store experience function, so that customers can have more space to try cosmetics.

Offline trial, online shopping, the functions of physical shops and online shops are further broken down.

In some shopping centers in Shanghai, cosmetic brands occupy space limited counters on the first floor while offering more specialized stores on the two floor of the lower rents.

This online and offline fusion

More and more brands and

Identification.

Burberry told reporters that in the flagship store of Kerry Center in Jingan, Shanghai, store sales will help customers place orders at Burberry's flagship store. Customers can also pick out the color and material of clothing, and complete some "customization".

Customers can also pick up the goods at the store. The brand will exempt this part of online sales from shipping costs of 180 yuan per unit.

Gu Ming, general manager of luxury e network, told reporters that logistics is a key link of luxury electric business. In order to ensure the most important experience of luxury brands, luxury electric providers usually choose the best logistics service providers, and freight rates are usually higher.

at present

There are many patterns in the layout of the Internet. Coach chose to build a self built e-commerce platform. Burberry opened an official flagship store in Tmall, which was once considered a different style.

SalvatoreFerragamo and HugoBoss authorize the domestic e-commerce website to walk online and launch online sales.

Small Star Group CEO Summit told reporters that the competition between luxury electronic business platform and physical shopping center are similar, and the domestic e-commerce platform hopes to win more high-end brand support, giving better conditions for luxury brands.