Luxury "Open Shop" Is Like A Stupid Game.

"I tossed and turned in the night."

Rupert frankly expressed his anxiety.

He said he had invited two other luxury group LVMH and Kering groups to build a global luxury business platform to cope with the worsening business environment.

"We need to build a large enough neutral platform for the luxury industry."

He said.

Electricity providers are not the only thing that worries him. The changes in consumption habits brought about by technological development, the ups and downs of emerging markets, the exchange rate problems brought about by the international situation, and the pformation of old luxury goods are all traditional.

Industry has brought different impacts.

Rupert even thought that the new technology would bring unemployment, aggravate the polarization between the rich and the poor, and the rich would be embarrassed to spend money.

Since the CHANEL global price adjustment in March of this year, many famous luxury brand executives have to face a series of questions when they appear in public. What do you think of this market? What are the measures you are going to take? Most of the journalists get the answer to pretend to be optimistic and evasive.

"

The high cost makes the luxury brand feel powerless. "

He Bin, director of the Italy greater luxury goods brand Tardini Greater China region, told reporters whether in China or the United States.

Opening a store is more and more like a stupid game of burning money.

In Tokyo, Japan, Ginza, New York Fifth Avenue, central Hongkong...

The luxury shops that are in short supply are not up to their expectations.

In major cities such as Beijing and Shanghai, the top shopping centers are hard to find, and the rent has risen to 110 yuan per square meter per day.

Recently, some famous fashion designers have closed their own brand shops.

After losing the support of the large luxury group, independent brands were sometimes easily broken down by store rents.

Plus staff salaries, materials and other costs, if the passenger flow, sales volume is not sure, no one dares to open shop easily.

Another big problem is that under the impact of the electricity supplier, many physical shops have a downward trend.

Rupert's voice has just dropped. In mid June, LVMH announced the closure of a boutique department store in Paris, which belongs to one of the five major branches of LVMH group, boutique retail.

In Shanghai, LVMH's investment center was also resold for its poor performance.

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.