Luxury Brand Online Integration Test Water Electricity Providers Who Moved Its Market?

The crisis is coming up.

Recently, it is reported that LV has closed three stores a month on average, which is closed in Guangdong, Harbin and Urumqi.

In China, the era of fishing for gold is coming to an end.

Big names such as PRADA, Chanel and Dior bring people together with luxury.

Consumers in pursuit of material enjoyment also bring great benefits to these international brands.

With China's luxury market going into the cold winter, hundreds of thousands of bags of clothes can hardly escape the bad luck of inventory: consumers who are willing to pay for it are getting fewer and fewer.

The reasons why luxury goods are forced to walk down the altar and not sell in Chinese market are as follows:

Under the storm of anti-corruption in China, officials dare not buy luxuries as gifts.

Even though China has been giving gifts since ancient times, the government has issued a number of indicators to correct unhealthy practices, and the big ones have lost some of their official fans, which is also a huge loss.

Two, changes in consumer psychology.

The Chinese market has been popular for several years, and it is considered that clothing with higher grades can show social status better.

This phenomenon is still there, but more and more consumers choose to buy sensibly.

Three, more consumers do not buy locally, choose travel shopping.

Besides the "origin worship" complex of some people, they are more sensitive to prices. Besides luxury tariffs and other value-added taxes, luxury goods in China also include other rent, logistics, advertising and other expenses. Therefore, much of the consumption of luxury goods in Europe is due to the Chinese tourists going abroad.

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Four, Hai Tao and purchasing.

The rise of micro business has led many overseas students to purchase.

Although purchasing is risky, it still receives quite a few consumers' favor.

In the past 08 years, the luxury market has shifted its focus from Europe to China.

China's huge purchasing power has overtaken Japan as the largest emerging market.

Big brands are expanding their stores to expand their stores, so that they can seize market share as soon as possible and even infiltrate two or three line cities.

In the past two years, China's market performance has been poor. In order to save the downturn, big brands have injected new blood, but there seems to be no improvement.

LV replaced designers and replaced Nicolas from Alessandro as the head of the store. Alessandro Michele changed her past style of painting to return to the ancient line, allowing them to constantly reshape the brand image and design concept of "innovative retail experience", "turning the tide" and "getting a good review". LVMH's third quarter earnings showed a 7% increase in revenue, and the main business in Europe was better than China, while GUCCI was still losing money, and the Asia Pacific region fell by 17%.

Even if David Beckham endorsed the Burberry windbreaker, it could not save its continued decline in the Asia Pacific region.

To sum up, the historical mission of the Chinese market as a large banknote printing machine has come to an end, because the strike of this "sales engine" has to cut down expenses, and it has to pay for the fast expansion of its shops, and close the two or three tier cities based stores.

This is also an integration channel for brands, because there are too many stores, the purchasing power is limited, the passenger flow is limited, the rents are high, and the pressure on the same brand stores with two or more places is unlimited.

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"From another point of view, closing stores is also a good thing. Luxury brands have arrived at the time of intensive domestic cultivation," an insider told us.

The era of several dominant industries has ended. Luxury stores, led by LVMH, have begun the "rectification movement".

More grounding gas test water

The big brands are quietly closing down, but online is booming.

From the initial rejection of Chanel to the later acceptance, it was first advanced jewelry, which was reported to have been sold in six hours, and the second test water supplier was a spectacle series.

Due to the good response from online sales, Chanel has recently reported that it intends to continue to expand the electricity supplier market and will not rule out the sale of handbags in the future.

Undoubtedly, a good start for multi-channel e-commerce sales.

At present, the brand is mainly based on online accessories, and seldom touches garments.

Worry is a lot of online counterfeit goods and unwilling to fall into price wars. Moreover, luxury goods consider that physical stores can provide better quality collocation services and consumers' offline experience, which can not be given online.

Similarly, the Bally also has its own online platform Shoepedia, its main footwear and accessories.

Unlike other brands, Bally provides a series of production and daily care knowledge about shoes, shaping brand culture image.

Hugo Boss, a veteran luxury man, chose to cooperate with Jingdong, a self built company. In fact, Hugo Boss's online performance is good. Hugo,

Dior (Dior) is an exception. Not long ago, "opening a small stove" sold small items on the Internet. The brand used shoes to test the water electricity supplier. But the brand CEO said, "the ultimate goal and goal of this cooperation is to deepen our cooperation with Bergdorf and increase the group of customers we haven't yet."

It is a win-win cooperation. Obviously, Dior will not easily give up the offline experience value of the entity store.

From the beginning of the "no look" to the development of e-commerce channels, there are many drawbacks in the process of expansion.

Burberry as the first big card to join the Chinese e-commerce platform, Tmall sales are not impressive, in addition to the popular perfume bags, almost no one is interested, and even data show that the return rate of up to 26.4%; Cartire boutique shop quietly on the line, users reflect the cumbersome shopping link, especially the registration takes too much time.

Because the website experience is not smooth, the price is not reasonable enough to make consumers think.

Business operators are not sincere enough.

Brand in the electricity supplier obviously needs more time to debug running in, how to close the distance on line with users, understand consumers' online shopping habits, optimize the website to solve the embarrassment of sales volume, and whether they want to break away from China's e-commerce platform, and build a platform for luxury luxury online sale platform, they still have a long way to go.