Luxury Brands Strive For Breakthrough Online

The electricity supplier has always been neglected for the luxury brand that pays attention to offline services.

However, from time to time, the electricity supplier has become a life-saving grass.

Nowadays, when everyone admired O2O, luxury is unavoidable.

5 years ago, to buy a LV handbag, 90% of people would not think of buying online, conditional friends from abroad, really can not go directly to the domestic stores to buy.

But now is the world of mobile Internet. With the rise of Hai Tao, the huge difference between luxury goods at home and abroad, and the official website of American Amazon and luxury goods have become popular locations of Chinese consumers.

Coupled with the rapid development of pport companies, luxury goods can be purchased without leaving home.

"I am shopping now is the two channel, one is to travel abroad shopping, the other is in computer Shanghai Amoy, buy the same thing abroad is cheaper than domestic half."

Tong Qing (a pseudonym), a university in the US, returned home and found that things in China were much more expensive than in the United States.

She pointed to his LV classic bag, "this is bought in France, after the discount of 4000 yuan, and this price may not even get a LV wallet in Wuhan."

"Rich, capricious and understanding the Internet" is the characteristic of luxury consumption in China nowadays.

With the rapid development of China's economy, especially the new economic form, a group of extremely young "wealth nouveau riche" is rising rapidly. Strong economic strength and stronger consumption desire occupy an increasingly important position in the luxury consumer market. The trend of "luxury consumption" of Chinese luxury goods is obvious.

At the same time, young consumers have relatively low presupposition of shopping, especially those aged 17 to 24. They are most vulnerable to the influence of channels. They are more aware of the Internet and are keen to search and order luxuries online.

The crowd is becoming larger and more diverse. It is clear that the big data from the Internet are closing the gap between consumer education and luxury knowledge.

This year, China's e-commerce market has successfully gone out, and the introduction of new international payment solutions, such as Alipay's EPASS and Asia Checkout, means that Chinese consumers can buy goods from international websites.

International retailers can ship to the center for customs clearance and eventually ship to China.

Although this means that the price is higher than the purchase on Taobao, but because of the quality assurance, many customers are willing to pay.

Under the impact of various channels, luxury brands must also keep pace with the times.

"E-commerce is both an opportunity and a challenge to the brand."

Rhodes, senior vice president of public relations in Shanghai, Gao Ming analysis, "there are two ways to improve online sales: building your own platform or upgrading the existing platform.

The solution is to ensure a balance between online and offline product lines, customer experience and customer service.

It is more important than ever to improve the consumption experience of online customers.

Indeed, more than half of the consumers said they were more confident in buying luxury goods on the Internet, but still worried about their after-sales service, honesty and true and false problems.

Data show that 78% of the mainland consumers and 81% of Hongkong consumers will go shopping in the physical stores before purchasing the Internet.

Therefore, to create an official first-rate online shopping experience can not only guarantee the quality of consumers, but also communicate with consumers in time, which is very important for luxury brands.

"Now, even if there is

The online shopping channel has been opened, but the biggest problem is China's network.

A IT source told reporters that for international brand online sales, a common problem of Chinese consumers is that unless the brand has set up a server in China, the speed of opening the website is very slow, even more than 20 seconds, and some websites can not be opened.

For consumers, the frequently interrupted network during shopping is a big problem.

And along with

The rise of mobile APP has also become a new battleground for luxury sales.

Data from the China Internet Network Information Center show that Chinese consumers use mobile devices more frequently than computers.

This development has provided a precondition for luxury brands to have a significant impact on social marketing, e-commerce and even physical retailing.

Many luxury brands have been competing.

Establish your own official account, introduce the concept of "watching and buying", graft social networking and electricity providers, take APP as a pit station, and buy online experience through O2O mode.

Even if consumers do not buy, they can also provide a push for consumers through daily wear, so that they can form a brand preference in a subtle way.

Data show that 40% of the sales of luxury e-business website still come from mobile devices, and this proportion is expected to continue to grow in the next few years.

In addition, DigitasLBi survey found that 84% of Chinese consumers often take pictures with smartphones in stores or contact products in stores, and buy them online after comparing prices.

The use of mobile phones has become an integral part of consumer shopping experience.