Self Improvement Of Luxury Brands Under "Situation Driven"

The brand of the first test water supplier may be Giorgio Armani.

As early as the end of November 2010, Giorgio Armani announced that it would launch e-commerce channel emporioarmani.cn in China, the first high-end fashion brand launched online in China.

This means that the luxury goods industry is seeking to expand its influence in China because the consumer of high-end goods is growing most rapidly.

At the same time, the Yoox group announced its landing in China, the online retailer selling global luxury brands, running 23 single brand official flagship stores and two multi brand online shops, including emporioarmani.cn.

The first luxury brand that involves the electricity supplier and the new media and benefits from it is Burberry, the famous luxury brand in the UK.

Burberry successfully entered Tmall online mall in April 2014 and became the first luxury item to open in China's B2C online store.

Burberry's sales model has always been the top among all the old luxury goods. Through the official website, the "online sale" mode has opened up a precedent for the sales market, and last year's battle to Tmall was a "new way".

Burberry's e-commerce path can work. On the one hand, it depends on extending the brand radiant power to the two or three line cities lacking physical sales outlets. On the other hand, it also provides a more convenient way to buy authentic products for trusted channels.

Even many guests who have not been in touch with Burberry know and become loyal buyers through Tmall's "search engine".

Burberry has always regarded China as a strategic area, and is also increasing its efforts to promote cooperation with Baidu and Youku. It has also joined hands with Taobao and Alibaba to promote the beauty and fragrance market.

The industry generally believes that Burberry and other brands of e-commerce first, accurate is more like a consumer and brand may be a price cut temptation.

In fact, the international brand has been gradually rising through the cooperation with the electricity supplier to achieve the global parity or reduce the price.

Following Burberry, more luxury brands chose third party platforms to enter the electricity supplier: CK entered Tmall in September 2014; Salvatore Ferragamo and Hugo Boss authorized the network.

More and more luxury brands are camping on the third party platform. Many consumers have eliminated the fear of online luxury goods, and have paved the way for their successors.

Chanel announced that it will launch a global electricity supplier network in September 2016 or the end of the year.

In addition, three advanced handcraft shops (including glove workshop Causse, hat making workshop Maison Michel and Scotland knitting brand Barrie Knitwear) will launch a separate e-commerce website by the end of this year.

Bruno Pavlovsky, President of Chanel brand, said in an interview with foreign media, "through network sales, it will help small groups of workshops to expand customer groups and businesses".

Lenovo's recent sharp decline in Chanel prices in China can be seen as a problem in the sales competition of electronic stores.

The convenience and efficiency that the electricity supplier can provide, as well as the price advantage that the low cost operation presents, step by step threatens the entity management status.

In the past more than 10 years since Chanel entered China, the store is almost a product showcase, with poor sales performance, which has greatly increased their operating costs in China.

In addition to lowering prices as a way to boost the Chinese market to attract consumers to return, Chanel executives also revealed that this move is also a stepping stone to the March.

"First

After the line is inevitable action, coordinate the Eurasian market price difference is to prepare for the same network price, test the water electricity supplier.

For the first time, the news of Net-A-Porter, a luxury luxury electricity supplier, has been set up for three weeks. The opening of the online store store for a period of more than half a week, the sale of high-end jewellery series CoCo Crush can be regarded as the preheating of Chanel's "touches".

However, the news shows that after three weeks of Internet sales, the products of Chanel store will be sold and sold to Chanel global boutique.

This three week flash release shows that Chanel is still cautious when facing the net.

In addition, Italy luxury brand Fendi recently announced that it plans to launch an e-commerce website this spring.

Fendi chairman and CEO Pietro Beccari said this is a way of customer service.

Prior to that, Fendi has already sold some accessories and clothing styles through the Neiman Marcus, Bergdorf Goodman and Net-A-Porter three big e-commerce platforms; Tods and Prada have also begun to sell leather products such as women's bags through online channels.

Using PC or mobile Internet to attract consumers, and then providing service and experience, reasonable changes and attractive prices on line can help luxury goods companies to stimulate the middle class.

The desire to buy.

In addition, the price gap of luxury goods is decreasing in various countries.

Global price integration is bound to become a trend. It can be predicted that e-commerce will become the choice of luxury brands.

Keeping high quality shopping experience and luxury is an important part of luxury brand to maintain its high-end image. Online shopping will undoubtedly skip the shopping experience.

However, as the scale of online consumer market continues to grow, the conservative brands are also unable to bear.

Who will be the next? Why did the traditional luxury brands that had once been so cold come down the altar to test the water business?

To this question, Bruno Pavlovsky, President of Chanel brand, has a clear explanation for this: "doing business is actually a pformation, an evolution, which can better serve customers.

What we need to do now is to better serve the electronic services rather than the popular ones. "

Rather than self improvement, it's better to be forced by circumstances.