Chanel: The Internet Brings A New Consumption Experience.

Chanel accelerates toward the electricity supplier. Perhaps it shows that the traditional luxury industry can not resist the tide of the Internet. In the slow growth period of the industry, the channel of e-commerce has become a very important part of the luxury industry.

However, opening up the electricity supplier is not only a simple way to increase the channel, but also the traditional story telling and customer experience management of luxury brands will usher in all aspects of the Internet challenge.

"The Internet has become one of the challenges of luxury brands," Wang Depei, vice president of the China Economic Restructuring Research Association and chief researcher of Fu Kun think tank, said earlier that in this "Internet +" campaign, real life is more "Internet."

Because in the medium to long term, the Internet will bring the top brands back to its true meaning. The brand should let its value and taste be truly perceived by consumers, not just the online sale of general merchandise.

"The two important point of luxury brands is brand story and brand experience," said Li Wei, CEO and partner of creative Shanghai. "The luxury brand in the Internet age embraces business change. We should really abandon traditional storytelling and experience mode, be brave in innovation and give consumers a brand new experience."

For example, now

The information contact point has changed, many times on the Internet platform, so high-end brands should also begin to use these channels, as well as the interaction characteristics of the Internet to tell their own story.

One example is that LV has product lines such as packages and tables, but the core of the brand is travel.

Many communication activities and information of LV digital advertisement revolve around this point, such as communicating with consumers how to collate suitcases gracefully, and using this method to tell brand stories.

For example, luxury brands were luxurious before decoration.

And meticulous service gives customers special customer experience. In the Internet age, luxury brands may have to consider how to use digital technology to give customers special consumption experience.

Many other luxury brands have also opened up the electricity supplier process.

At the end of 2010, Giorgio Armani announced the launch of e-commerce channel emporioarmani.cn in China, becoming the first high-end fashion brand to launch online stores in China.

In the spring of 2015, Fendi also launched an e-commerce website, although it only provided 28 European countries with delivery services at the early stage.

Burberry's digital strategy is considered to be leading in the luxury goods industry. When other luxury brands are still hesitant about the new media and digital strategy, it is the first luxury brand to profit from e-commerce and new media marketing.

In 2013, Burberry's Burberry Kisses, which was cooperated with search giant Google, was one of the successful attempts to bind customers to consumers through personalized emotional appeals.

In the latest flagship store in Shanghai, Burberry also tried out RFID for the first time. By embedding digital chips in specific clothing and accessories, the multimedia content of the product can be displayed to customers, bringing fresh shopping experience to consumers.

It is reported that Burberry's investment in digital technology has even exceeded 60% of the marketing budget.