Luxury Industry Channel Sink Mid-Range Luxury Mass

It is understood that the current domestic e-commerce platform even with large brand cooperation, there is little precedent for procurement mode cooperation.

Heuer touches the potential of online shopping channels, but from the choice of Jingdong's platform and a series of pricing measures, "Zhou Jie believes that it is obvious that Hoya is taking the big China route, obviously subdividing the brand and attacking the mass market."

Or the pressure is close to the limit, so the initiative to make a choice.

According to Zhou Ting, President of the luxury goods expert and the Institute of wealth and quality research, this mode is more advantageous to the brand side, which is equivalent to authorizing Jingdong to become a channel agent. It is similar to the role of other offline store agents. For Jingdong, the cooperation mode needs capital turnover, so we can say that the platform has made great concessions in order to obtain high-end brand resources.

With regard to the financial pressure of the self purchase mode, Feng Yi believes that compared to other luxury brands, the price of Heuer brand is relatively close to the people, and the style is younger, which is in line with the mainstream consumer of e-commerce. "There is no pressure on sales," he said.

In addition, this Hoya net pricing strategy is still implemented in the luxury industry generally adopted the "online offline price" approach.

The difference is that the official flagship store has opened a special offer, such as the special custom sale wrist watch for the spokesperson Gloria Tang, "Formula One lady Jing steel ceramic watch G.E.M. special section", which is sold at the online store below the price of more than 1000 yuan of the market price of the offline store.

Beijing Commercial Daily reporter noted that when referring to the extra low price of the watch, Leo Poon specifically mentioned that the preferential price was given by the Jingdong.

This means that Jingdong, as an authorized agency channel, chooses to lower the retail price after buying from the brand office, and stimulates the brand new online store.

。

The Beijing Commercial Daily reporter saw in the shop that there was a discount of 500 yuan or 30 yuan, equivalent to 6% off.

In addition, two orders will be presented to the Heuer leather products every day.

Similar promotions are rare in the case of new luxury flagship stores.

Only some of the high-end skin care products have adopted similar methods, selling super value suits at the beginning of online stores, such as the sea blue puzzle brand, and the unit price of the brand promotion package is above 1000 yuan.

The official flagship store of Jingdong authorized 61 products, 10 of which are online shop funds.

Beijing Commercial Daily reporter noted that the price of the goods in the store, the 10 thousand -2 million watches 24, 20 thousand -3 million watches 34, 30 thousand yuan or more only 3.

Hoya is a brand founded in 1860, but the core consumer group is young people, and the brand likes to take the lead.

Earlier, the new generation of strength singer Gloria Tang was used as spokesperson, and a series of promotional activities under the line were aimed at young people.

Jean Claude Biver, head of wrist watch department at LVMH group, the parent company of the Hoya company, said at the beginning of 2014 that it had dropped by 20% in the high-end watch market in China.

The brand of the group, including Heuer, real time, Yu Bo and Bvlgari, is under his jurisdiction.