Luxury Needs To Be Grasped By Revitalization Of Network Channels

Luxury brands have always been cautious about touches. They are worried about the image of high-end brands, but they are not confident in the business platform full of fake goods and parallel imports. But before the downturn of the industry and the trend of online shopping, young consumers can no longer be missed.

In September 28th, LVMH group's TAG Heuer announced its presence in Jingdong, becoming the first Swiss wrist watch brand in China.

What's more, the middle grade luxury goods that the brand sinks is time to jump out of the past high cold posture and cater to the rules of online shopping games like full reduction, discount, net sale special funds and so on.

In fact, the consumption potential of the online shopping force has already been highlighted. However, most luxury brands are hesitant that online shopping products are flooded with buying, parallel products and even fake products, and low prices have created the shopping habits of Internet users. Luxury goods are worried that the net will make them appear to be associated with these products and damage the brand image and value.

On the other hand, there is a precedent for luxury touches. After BURBERRY's landing on Tmall's flagship store, it was considered poor sales data and became a reference for other luxury brands.

Tiger Heuer is a professional watch brand established in 1860. The timepiece that is still widely used in racing cars is patented by Heuer.

Recently,

The trend of positioning and orientation of young customers is more and more obvious, including the new idol Gloria Tang who hired young people as spokesperson.

Newly completed

Leo Poon, general manager of tiger China in Greater China, said at the launch site of the Beijing headquarters building, few people in the new generation of consumers are shopping online now.

With the increasing proportion of online shopping, brands also want to occupy this potential market.

After observing and researching, we found that there are only a small number of customers in online shopping and customers in the physical store, most of which are two groups of people. This means that we can not ignore this group of consumers who are directly shopping online.

However, in March this year, the top luxury brand Chanel took the initiative to cut prices in China, triggering a series of

After the price cut in China and the convergence of prices at home and abroad, the net is possible.

Chanel has previously landed on luxury electronics Net-a-Porter to launch high-end jewelry new products, the first to break the stalemate. Net a Porter has attracted a large number of top brands with brand authorization and self procurement mode.

However, there are few successful modes of vertical business in the non luxury sector.