Electricity Supplier To Create A New Mode Of Luxury Star Is Still A Consumer Wind Vane

Luxury goods find iceberg.

domestic

The most severe winter in the history of market entry has shrunk with its performance.

(LV),

(Burerry) a number of luxury brands have been exposed to Hua Guan shop.

Consulting firm predicts that 20% of China's stores will be closed by mid 2016.

Global luxury goods are facing a crossroads in China.

E-commerce mode has been gradually accepted by luxury brands since this year, but the domestic luxury goods suppliers still face the awkward quality of commodities, even the authenticity and difficulty.

Against this background, the luxury goods business leader brand Fifth Avenue luxury goods network announced in November 25th that it officially launched the new O2O business model.

Open up luxury electronic business platform and brand store system, achieve online order, brand store pick up.

According to incomplete statistics, between 2014 and 2015, Louis Weedon closed 5 stores; Boboli closed 4 stores; Cox closed 2 stores; Hugo Bosse closed 7 stores; parinsky closed 1 stores; Cartire closed 1 stores.

This is just the tip of the iceberg.

In 2015, 83% of luxury brands have various forms of customs clearance in China, which will become more common in 2016.

The China luxury report released by the Institute of wealth and quality in November 24th predicts that over 95% of luxury brands will strategically close some stores in 2016 and pform existing stores to create large experience and service centers to replace existing stores.

At the same time, the international market of luxury brands and even the top officials in China are constantly changing.

Deng Wanying, the world's third largest luxury goods group and Gucci (Gucci) brand parent company, left France in the second half of last year. Last month, Louise Beveridge, vice president and senior executive vice president of Kai Yun group, resigned.

This month, Estee Lauder group, the high-end skin care product group, replaced the group president and CEO.

Fifth Avenue luxury goods network CEO Sun Yafei said that the closure of many brands from poor performance.

When a top brand opens a store, it will consider the index of per capita consumption and population density.

When the market is good, these indicators will not be too strict; when the situation is bad, it is necessary to close the poor stores and maintain profits.

This year, luxury brands are trying to touch the net in different ways.

After the top luxury brand Chanel (CHANEL) tried to launch the new jewelry online first, the light luxury brand went to the Tmall mall; the Heuer Watch went to the Jingdong; Cartire was low-key to test its own store; the Hugo Bos group announced that it would focus its investment on the e-commerce business that helped increase the profit margin, and plans to return the logistics to itself in 2016.

According to the view of the wealth Quality Institute, the luxury electric providers in China have had a hard time in 2015.

Data show that when Chinese consumers purchase luxury goods online, only 4% are willing to choose local luxury electric providers, 44% choose brand official website and 27% choose foreign luxury electric providers.

"Ultimately, luxury online retailing can only be done by the brand itself, either by selling it through the official website itself or by selling it on the platform."

It will be an inevitable choice for all brands in the future to open up online luxury retail O2O.

Ren Wei, general manager of Hendry group, said that the O2O mode of sharing channels and resources on the line is optimistic, and will work with the luxury goods network of Fifth Avenue to bring consumers new shopping experience with the best product quality and service.

But whether online or offline, stars are still a luxury consumer weathervane.

Online shop will often see a certain star exploding money, the brand will also change the spokesperson according to the popularity of celebrities.

Consumers get the trend information through celebrities, fashion magazines and public figures to create their own fashion.