Cartire'S Low-Key Push Online Boutique Line Decline Is Difficult To Stop

Following Burberry, MontBlanc and tiger Heuer, Cartire also launched online stores.

As the most important luxury brand in the world's second largest luxury goods group, the Cartire is also the most popular brand among the people. However, the online shop of this company is somewhat dishonest. Cartire may lose its original attraction to consumers when the luxury market is becoming more and more depressed.

On the one hand, the physical retail environment continues to be weak, while the other side of the electricity market is rapidly rising.

A report released by McKinsey, a leading consultancy, showed that luxury sales accounted for 6% of total sales of luxury goods, about 15 billion 500 million dollars. By 2025, this figure is expected to rise to 28%, and sales will reach 77 billion 600 million dollars.

The huge potential of the electricity supplier market is beyond doubt.

For luxury brands, it is also necessary to follow consumers' changing habit of consuming online.

According to a survey conducted by KPMG, an international accounting firm, 45% of respondents purchased most luxury goods online.

It is estimated that 50% of China's domestic luxury consumption will be generated through the Internet by 2020.

The average consumption of Chinese luxury online shopping is about 2300 yuan, an increase of 28% over the same period last year.

KPMG analysis points out that the online layout of luxury brands has lagged behind the changes in the Chinese market.

Cartire official WeChat public number recently sent a message to the user: "Cartire online boutique is now open!" Cartire has launched a self built e-commerce platform without warning.

In this WeChat, Cartire said that users could enjoy "24 hours of luxury and convenient online shopping experience", and more than 2 people read this message, when WeChat attracted industry attention.

However, in the actual experience, the Beijing Commercial Daily reporter found that Cartire online boutique was not as convenient as it was imagined.

Reporters log on to Cartire online boutique

In the registration process, we encounter problems.

The reporter set up 12 passwords mixed in Chinese and English, 10 and 20 passwords in Chinese, English, and alphabet, all of which were told that the passwords were not complex enough.

At the same time, the hints are in English instead of Chinese.

Reporters call customer service, customer service that can not immediately solve the problem, we need to register the failure of the screenshots sent to the service mailbox to help reporters.

The English hints are related to the design development team, and they will respond to the company in time.

Eventually, the reporter spent nearly half an hour to register and ended in failure.

Among them, the wrist watch series has 218 products, 177 on line, 5 on engagement diamond ring, 0 on line, and 110 items on PANTH RE DE CARTIER series jewelry, 73 on line.

Product display is also very simple.

Customer service told the Beijing Commercial Daily reporter that online shops mainly sell classic products that sell well, and will continue to come up.

At the same time, online products and store products supply channels are separate, but online stores lack products that can be pferred through offline stores.

For online shopping to self service stores, customer service said that Shanghai and Dalian support the service, Beijing and other regions do not support.

Compared with Burberry's online store, Cartire online boutique is obviously more than carton, page loading is slow, product pictures are not many, some pictures do not show, lack of real-time communication function.

Customer service indicates that page loading may be slow when the website is updated.

Obviously, compared with physical stores, Cartire online boutiques are currently in addition to products.

It is difficult to match the style of luxury goods in terms of service and after-sale.

And some mature ones.

Compared with the electronic business platform, Cartire online boutique is still green.

A luxury Chinese website construction industry has revealed that the Chinese self built platform of luxury brands is often plated by the English platform. There will be problems when it comes online. It needs debugging bit by bit.

Since last year, the luxury market has been shrouded in a sluggish cloud, and no one can stay away from it.

Publicly available data showed that the first time in the first half of 2014, the Chinese mainland market suffered a decline in sales, and Cartire was in a closed shop.

In the 2015 fiscal year, the net profit of the peak group fell by 35.4% to 1 billion 334 million euros, which was lower than the market expectation. By the influence of the largest market of watch and clock business, Hongkong and Macao, the Asia Pacific region sales accounted for 39% of the sales fell 6% to 4 billion 100 million euros, and the situation became increasingly less optimistic.

Johann Rupert, chairman of the group, said publicly that the situation in Hongkong and Macao and Japan was difficult, and customers and retail distributors were also in a turbulent economic environment.

It is worth mentioning that Cartire is not the first touches.

In 2010, Cartire launched its e-commerce website in the United States. After three years, it extended the e-commerce website to the main European market.

But until this year, Cartire launched an online boutique in China.