Luxury Electric Business To Strengthen Channel Control

Young consumers in China are also more interested in online shopping. Many luxury brands are seeing China's strong market and have to invest more in e-commerce. However, the reporter observed that the luxury brands on the other side had been in full swing in the new round of electricity supplier war. Many excellent domestic brands were indifferent, but regarded the electricity supplier as a new sales channel.

Beijing watch, a famous domestic watch brand, has opened a store in Tmall. But Taobao's website has found that online stores sell products with distributors and sellers on the Internet. Previously, Miao Hongbo, general manager of Beijing watch factory, said that for the current Beijing watch, how to do well in e-commerce is still groping.

Many high-end clothing brands regard the electronic business platform as a "drain" to inventory. In the cultural and creative industry investor Liu Yuan, although China's luxury brands embrace the electricity supplier much earlier than the international brand, until now, many practices are still very early, and there is no complete operation of the electronic business platform, and the channel chaos is serious.

He suggested that Chinese brands should learn more about the "high cold" practices of international brands and enhance brand protection on the Internet platform. "The training of Chinese consumers' online shopping habits starts with the comparison with the prices of physical stores, but now consumers are gradually accepting the same price on line and online, if they are going to use the electricity supplier as inventory or discount platform, or to limit the overall upgrading of the brand." Liu Yuanru said.

Ever since the advent of e-commerce, whether it's luxury or ordinary consumer goods, it has never stopped fighting independently as an e-commerce provider or as a platform provider. Shortly before the launch of Cartire's Independent E-commerce, tiger Heuer officially entered the Jingdong and opened the first flagship store in China.

Previously, Burberry, Coach and other brands have set up flagship stores on Tmall, and according to reporters, the tigers are working with Jingdong in the mode of Jingdong self operation, that is, Jingdong directly purchases 100% genuine watches from brand dealers, and achieves the same price on line and offline, enjoying the same after-sales service as offline.

"There will be promotional activities under the condition of good consultation and brand negotiation. This will not only protect brand value, but also give it untimely. Consumer Bring more benefits. " Jingdong mall consumer goods division president Feng Yi told reporters.

Leo Poon, general manager of tiger China, told reporters that the cooperation between the brand and Jingdong is based on meeting the needs of young consumers, "as a luxury wrist watch industry in Switzerland." pioneer brand We have never failed to make bold attempts and explorations in the way to the future. The growth of the younger generation of consumers and the development of e-commerce market provide us with room for growth full of imagination. I have confidence in the cooperation between tiger and Jingdong, and I believe that luxury brand marketing driven by advanced Internet technology will inspire unprecedented market vitality.

Today, including Tiger Hoya Many luxury brands, among them, are communicating with consumers through the "younger" marketing mode. Previously, the spokesperson of tiger Heuer was "mature generation". The new brand chose Li Yifeng as "spokesperson for small meat" to embrace young consumers. Leo Poon pointed out that the proportion of online shopping of young people is very high now, and brands must go in this direction.

Although Leo Poon frankly, young consumers increasingly love online shopping, but before, Burberry, Coach and other brands in Tmall open flagship store sales volume is not satisfactory, this time, Cartire and tiger Hoya to do business, people in the industry can not help worrying. Zhou Ting, President of the Institute of wealth and quality analysis, believes that luxury brands are now doing business, and the aim is to get through the closed loop of O2O. Leo Poon also said that Jingdong's cooperation with Jingdong is based on the mass foundation of Jingdong. Cooperation with them is also creating the brand of Heuer, so that consumers can buy authentic products on the Internet.