Luxury Brands Avoid The Internet: What Are The Reasons Why It Is Hard To Say?

No matter whether consumers will buy luxury goods, the Internet has changed the way people shop, because they can get more choices in the same place, compare products and prices, read other consumers' comments and recommendations, avoid wasting time and energy.

In addition to traditional luxury brands, they have been focusing on fostering low profile, distance sense and mystery. For the reason why they do not want to authorize the electronic business platform, an American luxury brand insider Li Lingli (pseudonym) told the first Financial Daily reporter that one of the important reasons is that it is difficult to control the other party in the warehouse, logistics and other sales links do not appear such as the issue of counterfeit goods. "Once consumers complain about receiving fake goods, it is hard to tell which link is the problem."

Li Lingli told reporters that her luxury company had its own official website of electric business, but because it was heard that similar delivery process may be pferred, and so on, the company adopted multiple "protection" measures. First, the company will wrap the product three layers, the outermost layer will not appear the brand LOGO; secondly, when sending goods, the sender's name will not write her own company, but will write the names of other companies; in addition, the company will provide free courier operators with high credibility to consumers.

Another worry of Li Lingli is that many luxury electronic business platforms are attracting consumers with low price discounts. Luxury brands worry that licensing these brands will upset their price system.

She explained to reporters that the price of her brand's official website and line is exactly the same, but luxury platform providers often have their own discount rhythm.

"We know that the authorized e-commerce platform will allow sales to go up, but for luxury brands, on the one hand, many products are hand made. We are worried that the output will not keep up. On the other hand, as a listed company, we also hope that the performance will gradually increase, and sustainable development does not want to rise or fall."

Li Lingli said.

She said that although her luxury company is in the

There is no double digit growth in previous years, but now high single digit growth is also acceptable.

In the past few years, luxury brands opened their stores in China, and her brand was developing at a rate of dozens of stores a year. It is difficult to do well in talent, training and management.

Research expert, GachouchaKretz, a marketing professor at HEC business school in Paris, told reporters that there was too much exposure on the e-commerce platform. "Consumers can not only compare different products, but also compare different brands, but this is not a good thing for luxury goods, for example, different luxury brands have" Boston bags "and have similar designs.

However, GachouchaKretz believes that this also provides a benign.

It forces the brand to be more creative in design, more precise in product development, and more creative in sales.

"The Internet makes choices easier to replace.

Designers and brand managers need to publish original products instead of products that can be replaced.

If you are attracted by some design, if you have the impulse to buy a new product, you will not compare it online.

GachouchaKretz says.