Luxury Brands Join The Electricity Supplier War, Local Brand Awareness Lags Behind!

There is no sign.

Online boutiques are quietly listed.

Recently, reporters in WeChat received information from Cartire official WeChat: Cartire online boutique officially opened shop! This WeChat news seems to be very thin, but no doubt conveyed a message to Chinese consumers: Cartire attaches importance to changes in consumer spending behavior in China and disseminating marketing environment changes.

Coincidentally, at the end of September, tiger Heuer and

The mall has reached an exclusive electronic commerce agreement. Tiger tiger has officially entered the Jingdong and opened its first flagship store in China.

Burberry, MontBlanc, Cartire, tiger Heuer...

More and more luxury brands begin to build their own electricity supplier or choose the only platform in China.

Cooperation is enough to prove that luxury goods changed to "look down" on the electricity supplier to pay attention to the development of e-commerce channels, brand launched a new round of electricity supplier war in China.

However, reporters found that, in trying to fully internationalize the outstanding Chinese brand, in terms of full channel construction, China's home court is slower than the international brand.

Perfecting brand structure

Cartire is an electricity supplier, and China's market is not the first.

As early as 2010, Cartire launched its online business website in the US, and promoted it to the main market in Europe 3 years later.

With the experience of mature market, this time, Cartire moved the electricity supplier to China.

Although Cartire online boutiques are on the line quietly, only with the brand WeChat official telling fans, Cartire opened shop, but the impact is not small.

In August of this year, Cartire tried WeChat's circle of friends advertising, which is the first attempt of luxury jewelry brand to try this new advertising form. At that time, it made precise push with the big data of Tencent. Cartire gained many brand fans and online boutiques online, so that many "card powder" knew the news for the first time, and consumers could order or buy online.

Compared with the mature e-commerce platforms such as Tmall and Jingdong, Cartire's online boutique functions still need to be improved, such as customer communication services, product details display and description.

It is understood that the current Cartire electricity providers are mainly based on display.

In the past few years, luxury goods have been developing rapidly in China. However, with the increasing anti-corruption efforts of the Chinese government, the fact that many consumers are keen to buy overseas goods and the Chinese economy is slowing down, the growth rate of luxury goods in China has declined significantly in recent two years, or even negative growth.

However, in the recent years, China's commercial real estate has mushroomed. In order to attract tourists, commercial real estate attracts luxury brands to open stores with a great deal of preferential policies. Luxury brands have also increased their efforts to open stores in China.

However, the good news is not long, and the rapid expansion of the next store has led to a decline in the single store output ratio. Some brands have to consider closing some stores.

Besides, Chinese luxury consumers are getting younger and younger. They prefer shopping through the Internet.

Xiao Zhang, a manager of a financial institution, is Cartire's iron powder. Cartire's series of watches are very familiar, but he seldom comes to Cartire's stores. "I don't like the atmosphere of offline stores. Buying luxury goods is not a supermarket. A product often tries to learn a lot about it. If you don't buy salesmen," change your face "quickly.

Xiao Zhang said.

In fact, more and more young people like online shopping, and the value of online shopping products is higher and higher. If the luxury brands do not keep pace with the times, I'm afraid it will be late.

However, Cartire online boutique, which has just been launched, is still in the test stage. People in the industry believe that its display works and attracting fans to enhance the reputation of the brand are far more effective than the actual purchase.

At the same time, it is also closely related to market development and the improvement of brand structure.

Strengthening channel control

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 negotiation and brand negotiation. This will not only protect brand value, but also bring more benefits to consumers from time to time."

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 the pioneer brand of luxury wrist watch industry in Switzerland, we have never failed to make bold attempts and exploration 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.

Nowadays, many luxury brands including tiger Heya are communicating with consumers with "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 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.

Luxury brands have always been cautious about embracing China's e-commerce platform, because many e-commerce platforms are selling brand products, but many brands are hard to distinguish between them.

After tigers' cooperation with Jingdong, other unofficial retail prices will be lowered, and the brand will also strengthen control over the channel.

Local brand awareness lagged behind

"China has the best e-commerce soil."

Jin Bei believed that China's industry moved towards the 4 era, which was different from that of Germany from the manufacturing force or the innovation drive of the United States.

China's young consumers are also more interested in online shopping. Many luxury brands are seeing the strong market in China 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 elementary, 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.

Gucci is no longer a niche.

Recently, Kai Yun group released its third quarter earnings report. The three quarter sales of the group's famous brand Gucci fell by 0.4%. According to the regional division, the Asia Pacific region's revenue declined by 17%. The double-digit growth of the Western European and Japanese markets, which is independent of the Asia Pacific region in the traditional luxury brand financial settlement, is not yet able to balance the Asia Pacific decline.

In the two quarter, thanks to the heavy discount in the Chinese market, the brand increased by 4.6%.

Unlike the decline of Gucci, the group's niche brand YSL increased its brand revenue by 26.6% in the three quarter.

Comment: all along, luxury goods are "big cards". In the three major luxury goods groups, each group has 1 to 2 brands that bear the role of group "profit cows". Gucci undoubtedly played the role in Kai Yun group.

However, for several consecutive quarters, the growth of Gucci was slightly weak.

From the data, we can see that the Asia Pacific market has played an important role in it. The sharp decline has reduced the overall sales volume. The once relaxed sales performance is mainly contributed by a large discount. It can be seen that for the price sensitive Asia Pacific luxury market, the discount can only be an emergency, and can not make any additional contribution to the long-term development of the brand, or even reduce the consumer's impulse to the positive price product, and doubt the brand value.

Therefore, the hope that the brand will alleviate the pressure at this stage is only directed at the publication of the new creative director's work. It is not enough. In terms of Gucci's situation, the upgrading of the retail network in the Asia Pacific region, especially in the Chinese market, is imperative.

And the small brands of Kai Yun group are growing more and more amazing. After the butterfly family, YSL is likely to become another black horse in the group.

The rise of these niche brands is determined by the increasing demand for luxury goods by the current consumers.

For many years, luxury has always been "selling Logo", but with the maturity of consumers, the pursuit of individuality has been greatly improved.

Luxury, after all, is an industrial product rather than a piece of art. How to find a balance between meeting the individual needs of consumers and mature business models, and satisfying the needs of consumers is also an important topic for maximizing brand profits as a brand.

Gucci's de Logo and personalized pformation have not received enough recognition from consumers at this stage. It is only temporary to attract consumers only by discount.