Is The Life Of Branding Better? The Internet Is A Double-Edged Sword.

Luxury goods encountered the most severe winter in history.

Even though the traditional pattern of luxury goods has been monopolized for nearly a hundred years, it is looking for a breakthrough in the new line.

Hendry group, the world's largest international watch and jewellery retail group, has announced that it will cooperate with e-commerce platform to open up the merchandise and customer management system of the next store and realize the online offline pickup.

KPMG's survey data also showed that nearly 1/3 of respondents had bought luxury goods at the regular price.

"The last thing you want to see as a brand is the discount of new products. The discount of new products will consume the brand's life ahead of time," Ren Wei said.

She disclosed that at present, the group is preparing to test the new O2O business mode of the water. The cooperative e-commerce platform, Fifth Avenue luxury network, will open up the CRM system of the brand store of Hendry group (customer relationship management system). All the new products can connect to the Internet, users can open the website or App to inquire new products at any time, and find the nearest entity store, so as to realize the same price on the same line and line.

The O2O mode not only provides services for online booking, but also adopts the "online order only" to dispel users' doubts about genuine and fake products.

In addition, there are still part of the new mode of flash buying channel, and some part of the tail and off-season goods are cleared at low price. Another part is the Fifth Avenue luxury goods network of the partners to find other suitable distribution platform.

Ren Wei believes that the future

The traditional mode must be combined with online channels to realize brand more professional selling, e-commerce platform more humanized service, consumers are more comfortable shopping.

"As China's consumer demand continues to escalate, China has undoubtedly become the main force of global luxury consumption, but is the life of luxury brands better?" asked Hendry, assistant general manager of the group and general manager of the Ministry of Commerce, Ren Wei's speech at the online conference on financing and new business models held at the luxury goods network of Fifth Avenue.

She admits that luxury brands experience unprecedented cold weather.

The 2015 China luxury report released by the Institute of wealth research shows that the loss rate of most luxury brand customers is greater than or equal to the rate of increase in new customers. Many brands are in danger of collapse.

Data also showed that Italy luxury goods giant Prada (Prada) sales in the Greater China region decreased by 6.3% compared with the same period last year, while French luxury brand Louis Weedon (LV) remained weak in China during the whole fiscal year.

Ren Wei said that more and more consumers choose to buy luxury goods across the border through various means. The price difference between the domestic and foreign goods is close to the 30%-50%, which has led to the expansion of the purchase demand of China's northern Guangzhou, Shenzhen and Shenzhen first tier cities and the temporary release of the goods, so that the cross-border electricity supplier Hai Tao mode has become the mainstream mode of luxury consumption.

However, with the strong demand of Chinese consumers' consumption upgrading, more and more

Willing to pay higher prices for genuine products, but the luxury goods on the market are mixed with good and bad.

Apart from counters, consumers can not buy fidelity luxury goods in other channels.

In recent years, the brand has taken on more and more expensive stores and various costs, and on the other hand, it has to face the reality of fewer and fewer people.

It is believed that embracing the Internet has become an imperative future for the luxury goods industry.

As a relatively slow luxury industry in traditional industries, the lack of Internet gene and experience will inevitably require the pformation of e-commerce through the third party platform.

Ren Wei said, "for the traditional industries of luxury goods, the Internet is a double-edged sword."

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

Zhou Ting, director of the luxury goods industry and President of the Institute of wealth quality, said that the luxury online retailing could only be done by itself or sold through the official website itself or through the platform based electricity supplier.

Ren Wei disclosed that Alibaba's Tmall mall has offered more than one hope that Hendry group will enter.

However, under the serious impact of the Internet, the group did not accept this kindness.

She said that the particularity of luxury goods in the past century has determined that the barriers to audience are much higher than that of ordinary industries. The high-end population is the core user group in the industry for hundreds of years.

Although large Internet giants have mastered a large number of Internet users, different levels of users and brands are mixed together.

Luxury brands also want users who have certain economic strength and social status to use branded products.