Chanel Finally Recognized The Advantages Of The Internet.

Why luxury brands have so much rejection of e-commerce?

International brand management expert, Professor Guzez, vice president of the French KEDGE business school, said that luxury brands, on the one hand, believe that consumers can only feel the exquisite workmanship of boutiques and bags by touching. Only physical stores can make people enjoy unique clothing, clothing and other services. Secondly, the entry point of electricity providers is price, while luxury brands are unwilling to lower their prices and images; thirdly, they worry about fake products on the Internet.

Even now, a vice president of global high-end electrical appliances brand, who has entered China for more than 20 years, said in a media interview that he would not consider the electricity supplier for a while. "Because the electricity supplier can not let customers get high-quality experience."

However, Pavlos Ki gradually realized that "

It enables us to better understand, serve customers and enhance communication with customers.

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

He said Chanel plans to launch a global price adjustment from the 2016 holiday series to match its e-commerce platform.

"There is no world class."

Can be absent from the electricity supplier market. "

Mario Olteli, a senior analyst at Bernstein research, said he predicted that in the next 5 to 10 years, the electricity supplier channel will occupy more than 15% of the total turnover of luxury goods, which is mainly driven by the promotion of emerging markets. Young and wealthy consumers in the market will be digital elite.

Studies show that

In India, Turkey, Latin America and other fast growing markets, customers with purchasing power are more than 10 years younger than developed markets. These young customers generally have intelligent devices and are more interested in digital technology.

In addition, Luca Solca, general manager of Paris bank, once said: "the electricity supplier is still one of the most important sources of growth for luxury companies, and has maintained a steady growth trend."

According to the "digital sales share of luxury market" published by the Bank of Paris, in China and the US market, the turnover of luxury consumers through the electricity supplier channel accounted for over 10% of the total performance, followed by the British and Japanese markets, accounting for 8%, Germany accounted for 6%, and southern European countries accounted for 4%.

Many of the luxury stores no longer drive profit growth, but when consumers start selling online, consumers will revive, he said.

Related links:

The proportion of luxury consumers' contribution through the electricity supplier channel is the total performance ratio.

(source: Paris bank, "digital market share in luxury market")

China: 10%

Us: 10%

UK: 8%

Japan: 8%

Germany: 6%

Southern Europe: 4%