Luxury Goods Business Or Usher In The Spring, Which Luxury "Electric Shock"?

Online shopping is becoming more and more popular. "Electricity supplier" has always been an unavoidable topic.

In March this year, Net-a-Porter announced its merger with Yoox.

LVMH and Kai Yun group are also unable to bear or share some of the e-commerce websites, or authorize some of their brands to electricity providers, so as to achieve "touches", contact more consumers and expand sales channels.

Even the more conservative luxury brand CHANEL has licensed some jewelry brands to the Net-a-Porter platform.

At present, only Celine insists on not touching the net.

Will destroy users

。

At present, Gucci, COACH, Dior and other brands publish their own APP in APP Store, but most of them publish information.

According to the McKinsey consultancy survey, only 4% of respondents had downloaded luxury app.

At the same time, Gucci, COACH and other brand official website also has sales function, but no matter the amount of visits and sales volume can not compare with the third party e-commerce platform.

Last May, the British luxury brand Burberry broke.

The attitude towards the third party e-commerce platform has become the first luxury brand to enter Tmall.

Then Estee Lauder, Lancome, Hugo Boss and other luxury brands have joined Tmall.

Last May, Estee Lauder recorded a 3 million day sales record in Tmall.

In January of this year, the official flagship store of Lancome Tmall refreshed nearly 5 million yuan on the same day.

Recently, Jingdong is celebrating the anniversary of the Jingdong. The world's largest luxury retailer, LVMH's beauty products retailer, has also announced its flagship store in Jingdong.

It is worth mentioning that it only opened flagship stores in Jingdong and did not open flagship stores in Tmall.

"E-commerce" is a love and hate thing for luxury brands.

On the one hand, with the popularity of online shopping and the change of consumer preferences, most luxury brands are beginning to realize that abandoning the "electronic business" will eventually be abandoned by users.

On the other hand, they are worried that it is difficult to control the electricity supplier, which will damage the user experience and brand.

In any case, luxury brands are increasingly inclined to close the electricity supplier.

Previously, the industry has not been optimistic about luxury electric business, but the latest two news may change the industry's view.

The first news is the My Theresa of the Neiman Marcus Group Nyman Markus group, a high-end department store in the United States.

Sales in the three quarter amounted to US $80 million 600 thousand, double the US $38 million 500 thousand in the two quarter and helped the group achieve profitability.

The second news is that Net-A-PorterGroup, the world's second largest luxury group, has launched its annual financial report on its last year to achieve profitability in the last fiscal year.

This may give the luxury electric business a powerful shot.