Chanel Cut Prices For Electric Shops.

Chanel announced a price cut in March this year. Chanel, after price reduction, worked with luxury shopping website Net-a-porter in April to set up a sales area for its premium jewellery series Coco Crush, which is priced at 1970~19000 euro zone. It is reported that it will be robbed only after being sold for 6 hours.

Chanel fashion president

Revealed later

It will be the second test of Chanel electricity supplier in the first half of 2015.

By the third quarter or the fourth quarter of 2016, Chanel will officially launch a global electricity supplier network.

From trial water

To sell products online, only one single product line is opened. Chanel's electricity supplier's road is step-by-step. Therefore, the road of Chanel's electricity supplier is more and more smoothly, and Chanel's price reduction has become the goal of electric shop road.

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On the last day of March this year, Net-a-Porter and Yoox were merged.

Both the group and Yoox hold half of the shares of the merged group.

LVMH, Kai Yun group also share the e-commerce website, or to authorize its own brand to the authority of electricity.

CHANEL, who once claimed not to "touch the net", has also authorized some jewellery to Net-a-Porter. Only Celine insists that e-commerce will destroy the most treasured shopping experience of luxury goods.

More than just young people, people from all over the world and all ages will spend more time on the Internet.

Shopping is also happening online more and more.

According to McKinsey 2013 data, online sales account for 4% of the total market and increase by two times the overall growth rate of the luxury goods industry.

If we continue to grow at this rate, the online consumption of luxury goods industry will reach 20 billion euros in five years.

The situation is changing so fast that most luxury brands realize that abandoning the line will be abandoned, and they are worried that the electricity supplier will not be able to control and destroy the customer experience.

Gucci, CHANEL, Dior, Dolce&Gabanna and other brands have launched their own app on APPStore, but most of them still focus on information release.

Gucci, COACH and many other brand official website also have sales function.

However, the McKinsey consultancy survey showed that only 4% of respondents had downloaded luxury app.

However, the amount of visits and orders of the official website can not be compared with that of the electronic commerce platform.

A few years ago, SalvatoreFerragamo officially authorized China's e-commerce platform to sell online, but on the outside, it meant more luxury brands were digesting inventory, and their styles were not in harmony.

If it is not for Net-a-Porter to participate in its own business, luxury brand licensing mode has never been the mainstream.

Luxury brands have covered almost all continents on all kinds of e-commerce websites.