Analysis Of The Logic Behind Chanel'S Passive Price Reduction And Touches

The Institute of wealth quality predicts that in the near future, the brand new product will choose the official website and several e-commerce platforms with sales function, and then other media.

If Chanel test water business tasted the sweetness, it is likely to see more and more luxury brands will choose online starter in the future.

Chanel's new product in Net-a-porter has another meaning, that is, the electricity supplier is also the media.

Circulation channel is only one of the value of the electricity supplier. It is not only a logistics pfer channel, but also a channel for the flow of people and information.

Therefore, the electricity supplier is the "shopping mall" and the "media".

As a communication function, luxury electronic shopping platform also has a large number of audiences, and these audiences are the existing luxury consumers and potential luxury consumers. The new product launches on the e-commerce platform make brand communication more targeted.

The media for new products are no longer limited to traditional media and offline methods, including traditional media such as press releases, outdoor roadshows, magazine advertisements, etc.

The BoF fashion business review analyzed potential luxury goods consumers today, saying that they only read 5-10 minutes of fashion news every day.

The Beijing Commercial Daily reporter registered on Net-a-porter official website found that the instant traffic readings on the picture showed that the number of online users remained at 14500-14800.

Brand to do online business, all have to face the embarrassment of online business.

Luxury stores, which are built up with heavy money, do not want to be just beautiful images.

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Therefore, the analysis thinks that Chanel touches the net to want to drain for the entity shop, in order to avoid now the entity shop gradually becomes the vase's dilemma.

Besides,

Let's demonstrate.

More cautious about the electricity supplier, but channai as a weathervane of the industry, will let more brands take the courage to embrace the electricity supplier.

According to the analysis of the wealth Quality Institute, Burberry has the real character of the British, which is aimed at selling Tmall, but Chanel with French ancestry thinks more. Besides the online shopping and releasing of new products, there is also an important expectation - for offline drainage.

As a professional luxury website, Net-a-porter has accumulated a lot of users for many years. Platform tonality also caters to luxury buyers. Chanel hopes it can bring benefits to offline stores.

"Protecting the normal operation of offline stores in the short term is a major event.

If you enter the electricity supplier, if the sales volume of the store is down sharply, no one will bear the consequences.

Analysis said.