Chanel Sells Glasses Products To Test Water Again

In fact, Chanel is not the only brand involved in the field of e-commerce.

According to Fendi's chairman and CEO Pietro Beccari, in March, Fendi has launched an e-commerce network in 28 European countries, and plans to expand to the United States and Japan by the end of this year.

"I think the brand electricity service is very important to the customers."

He pointed out that Fendi allows customers who need to return goods to return merchandise to the physical store. In addition, customers can place orders directly through their online sales assistants and wait directly at home to wait for the arrival of merchandise.

Chanel, which has always resisted luxury electric business, plans to launch a global electricity supplier network in 2016. The latest news will be the first to sell glasses products on the US e-commerce platform later this year.

This is the second test of Chanel's electricity supplier in two months.

Last month, Chanel worked with Net-a-porter to open a sales section for its premium jewellery series Coco Crush. After 6 hours of sale, the product was quickly robbed.

"Chanel has always attached great importance to the development of physical stores, because this is the best way to show our product line, and the electricity supplier is a supplement," Bruno Pavlovsky president said in an interview.

He pointed out that the eyeglasses products to be sold in the electricity supplier channel will be closely linked with the Chanel entity store network.

At the same time, he hinted that the global business platform to be launched in the future will "create a unique luxury shopping experience beyond Chanel."

Indeed, he stressed that compared with the pursuit of extra income in new channels, the improvement of service level can be more proactive.

He said, "we pay more attention to quality rather than quantity.

We believe that e-commerce channels will enable us to better understand and serve customers, and enhance communication with customers.

This is an opportunity to establish long-term good relations with our customers. "

"Our

Busy, they will travel frequently, and will use mobile terminals to better understand the content of branded products.

Correspondents have reported that Chanel plans to launch a global price adjustment from the 2016 holiday series to match the launch of its e-commerce platform.

Pavlovsky said that the e-commerce platform is an effective way for customers to understand the new product listing. Customers need to quickly understand the latest product trends, and this service will ultimately benefit the brand.

He said, "the electricity supplier is not the most important.

This is just part of what we want to offer to our customers. "

Beccari has applauded the performance of the brand European e-commerce platform, pointing out that orders for leather goods received in the region come from Bulgaria, Spain and Holland, and these countries do not even have Fendi's physical stores.

In addition, because the network platform allows the use of video and audio to disseminate information, it also enables the brand to "keep in touch with customers" effectively.

Fendi found that there were 80% overlap between online and offline customers.

Dior already started online sales in 2005, its CEO

Also agree that providing the best service is the driving force behind the luxury electric business.

"Of course, the store is still the primary place for customers to get the overall brand experience, but for customers who like online shopping, we hope to provide them with convenience for online shopping.

The electricity supplier is the necessary assistant for the entity store experience.

Sidney Toledano said.

In Toledano's view, fashion consumers are leaders in the use of Internet information and electronic tools.

"They are eager to collect first-hand information, latest ideas and latest trends.

Therefore, they are the most important Internet users. "

He said.

"But they will not only seek information, but they will also share it.

The relationship between luxury brands and them is mainly emotional, so they will be more willing to share and express the story with the brand, which is an unparalleled advantage in other industries.

He pointed out that luxury consumers value the small details very much and expect to feel a new shopping experience in the electricity supplier. The service and the overall shopping experience are unique to the luxury goods industry.

The communication between brands and consumers is also crucial. Dior recently incorporated Snapchat into its official social media platform, and jointly launched the 2016 spring summer holiday Series in Cannes, France.

Toledano said, "brand digital communication strategy needs to be updated in real time, and all online social platforms should be consistent with offline information. But at the same time, when making content, we should consider the characteristics of each social platform to meet the needs of different users.

Companies need to set up special editors and content teams to implement this strategy.

During the March results show, Hermes CEO Axel Dumas said that the electricity supplier and the physical store were complementary channels, pointing out that as early as 2008, when the brand launched online sales, it was found that most of the cities that generated sales were cities that had already been covered by Hermes stores, although the buyers were not necessarily the original Hermes customers.

Today, the brand's online sales channel has covered 19 countries, including the newly added Canada. In addition, a platform for displaying women's silk series will be launched online this autumn.

Almost no brand has been able to withstand the wave of electricity supplier. Chlo and Dunhill have recently signed a five year partnership agreement with Yoox group, aiming to work together to create and manage the flagship store on the brand line.

In the fourth quarter of 2015, Yoox signed a six year cooperation agreement with Karl Lagerfeld on its authorized sales in Europe, the United States and Japan.

Luxury analysts believe that all brands will enter the electricity supplier, only a matter of time.

"No world-class luxury brands can be absent from the electricity supplier market."

Mario Ortelli, a senior analyst at Bernstein Research, said he predicted that in the next 5 to 10 years, e-commerce channels would occupy more than 15% of the total number of sales of luxury goods, benefiting from the impetus of emerging markets, and the young and wealthy consumers in the market would be digital elites.

He pointed out that the electricity supplier has affected 62% of luxury purchases, including two stages of commodity inquiries and purchases.

However, Donald Marchand, a professor of strategic execution and information management at IMD, Lausanne business school, Switzerland, says that luxury brands have a long way to go to build business models based on strong ties.

Today, the promotion of most brand products relies on advertising and public relations communication, which promotes the "task oriented" sales of the physical store, and the brand does not have an in-depth understanding of its consumers.

"Entering the electricity supplier is no longer the practice."

He said.

"Customer interaction will be the focus of the brand."

Burberry is an exception, it pays more attention to online and offline brand image and sensory coordination, "to achieve seamless connection between consumers from one end to the other."

Marchand said.

Nowadays, many brands have built a wide network of stores, and are looking for new value-added space, and the electronic business platform seems to be an effective channel.

According to Luca Solca, general manager of Exane BNP Paribas, the electricity supplier is still one of the most important sources of growth for luxury companies in Europe, and has maintained steady growth.

"Many duplicated stores, such as stores in China, no longer drive profit growth," Solca said.

But when brands start selling online, you will find that consumers are active again.

He pointed out that in China and the US market, luxury consumers contributed more than 10% of their total sales through e-commerce channels, followed by the British and Japanese markets, accounting for 8%; Germany accounted for 6%; and southern European countries accounted for 4%.

"All luxury goods will embrace the electricity supplier."

Solca predicts.

"This is one of the few ways to drive brand growth."

According to Exane's estimate, in the past eight years, the brand turnover of new store accounted for about 30%.

Most brands are operating smoothly in Greater China. According to investment bank data, Greater China has become the second largest luxury store in the United States.

Exane and ContactLab analyzed 28 brands and found that they were more widely used by European luxury companies, of which 26 Brand Company were already operating mobile phone platforms.

According to the latest report, Burberry ranks first in the field of e-commerce, while Gucci ranks first in the "electricity user experience", followed by Louis Vuitton, Tiffany, Cartier, Ralph Lauren, ErmenegildoZegna and Tory Burch.

"For us, the electricity supplier is more important than anything else."

Jean-Fran OIS Palus, general manager of Kai Yun group, said, "the electricity supplier has a very strong growth potential, and we believe we can do a lot."

Gucci opened its electricity supplier channel in 2002, and Kai Yun group advertised it as the pioneer leader of luxury electric business.

At present, the brand is developing rapidly in the competition of the electricity supplier market, and is listed as "excellent" in the L2 digital IQ index fashion category.

Gucci will launch a new design website and a new front-end platform before the end of the three quarter, which will bring a lot of new functions.

Barbara Rybka, senior vice president of digital Gucci, said that mobile phones and tablet computers account for 58% of the traffic generated by websites, far more than desktop computers.

In 2013, desktop computers drained up to 59% and decreased to 42% in 2014.

Last year, in the London electricity supplier forum, she told WWD that "all of this happened in a year. The drain rate of smart phones has reached a great leap from 26% in 2013 to 44% in 2014.

In Asian markets, including Japan and Korea, the proportion is even higher than 50%.

Altagamma-McKinsey's data show that 3/4 of the luxury consumers are smart phone users. Rybka said the first Gucci mobile platform landed in the US, and the response of the US consumers was fast and active. Through the location of the website, 57% of the visitors came from smart phones, and only 29% came from PC computers.

The minority brand of Kai Yun group has also been supported by E-Lite, which is a platform established by cooperation with Yoox in 2012.

Ortelli predicts that luxury brands will eventually manage e-commerce platforms directly, just as their physical stores are gradually getting rid of distributors and wholesale customers.

Marchand urges luxury companies to adopt an "attempt + Learning" mechanism for business innovation. He appreciates that chain hotels can use digital channels to build relationships with front-end customers.

However, Johann Rupert, the chairman of the group, is still the Internet skeptic. He completed the merger of Net-a-Porter group and Yoox group this year in order to create a new fashion business giant, which will bring 1 billion 300 million euros (US $1 billion 450 million) revenue to the company.

Even so, he still doubts about the role of e-commerce in the luxury world.

During the announcement of the 2014 profit net profit decrease of 35.4% in the past year, he mentioned the development of the electricity supplier. He believed that the electricity supplier was more like a service facility for the customers, and had no other role, though he also wanted to see the growth of the electricity supplier.

"I don't know which electricity supplier in our store can perform better than the biggest physical store.

The electricity supplier represents only 1% of our turnover.

Frankly speaking, this is not a big contribution to any luxury company. "

The chairman spoke frankly.

In addition, he added, it is difficult for him to link the "electricity supplier" with "luxury goods".

"We see it as a service to customers," he added, adding that trust is still a big problem for electric providers, because fake commodities are rampant nowadays.