Is Dior Starting To Do Micro Business? Bags Sold To Wechat Friends Circle

August 1st 00:13, luxury brand

(Dior) issued a message on its WeChat public address, "Lady Dior Small handbag Tanabata limited, online boutique sale"; followed by noon, Dior's advertising appeared in the circle of friends, and the public number on the same message, they all point to the same H5 link, through this link can directly purchase the above priced 28 thousand yuan Tanabata custom handbag.

Dior became the first luxury brand to sell bags in the circle of friends.

Dior said the bags were sold online from August 1st to August 4th, and will continue to be sold at stores after the end of the online event. Prices remain unchanged.

This is another test of Dior in the field of electricity supplier.

Unlike previous cosmetic and eyeglasses products, the appearance of classic bags shows that Dior has made a further step toward the electronic commerce test.

In fact, before Dior, there were already many.

Through WeChat test water business.

Since the end of last year, WeChat, including Cartire, Wan Guobiao, MontBlanc and Longchamp, has launched WeChat online sales platform, offering customized services and exclusive online privileges.

This has changed significantly with the attitude of luxury goods to the electricity supplier.

Phoebe Philo, the creative director of Celine, once said publicly that she would never touch the net.

Hermes said that 80% of online shopping luxuries are fakes - in order to make customers no longer believe in online shopping.

However, the momentum of the development of e-commerce has not diminished.

The 2015 digital luxury experience report jointly released by management consulting firm McKinsey and Italy Luxury Association predicts that by 2025, global online luxury sales will reach 70 billion euros, accounting for 18% of total sales of personal luxury goods (390 billion euros).

According to Ipsos Group's 2015 China luxury goods report, 36% of mainland China respondents expressed willingness to purchase luxury goods online, a 24% increase compared with 2014.

Performance pressure has also prompted luxury brands to try e-commerce.

Christian Dior reported that its operating profit plunged 30.2% to 74 million euros in the first 6 months of 2016.

In the fourth quarter of June 30th, the Dior fashion department's revenue fell 2.9% to 464 million euros.

In China, after nearly ten years of prosperity and development, the luxury market has become more and more tired in recent years. Closing stores is no longer news.

According to a previous report released by consulting firm Bain, there was a 2% decline in China's luxury market in 2015, and the traffic volume of shopping malls and department stores continued to decline.

"Now the physical store has indeed reached a bottleneck that needs to be adjusted."

Liang Shangjiu, general manager of China Longchamp, said in a telephone interview with surging journalists in August 1st.

But there are not many choices for luxury goods.

"One can not discount, two depends on the overall environment."

Liang Shangjiu admitted that at present, no luxury electric supplier in China can meet the requirements of luxury brands.

The reason for opening WeChat boutiques is an attempt to follow the steps of consumers.

"We have been paying attention to the popularity of the market and finding out where the consumers spend their time.

Now the first thing consumers wake up in the morning is to see WeChat, and the last thing to do is to watch WeChat before going to bed at night.

After investigation, Liang Shangjiu put forward the idea of opening WeChat sales to the French headquarters in the second half of last year, and spent nearly 10 months to prepare for this channel.

"The electricity supplier can not explain to the guest shop, so customer service needs more patience and gentleness than the physical store, so that customers can be satisfied."

In the meantime, he selected personnel for special training, responsible for all customer service and logistics, instead of subcontracting to third parties.

In Liang Shangjiu's view, the most worrying thing for brands to do business is "uncontrollable", and WeChat gives the brand the possibility of "controllable", which is why the brand is more willing to choose WeChat to test the water.

Liang Shangjiu, who has not yet opened any other Internet channels in China, can not confirm when to open online sales of other products. "Our current online sales are limited to sheepskin custom bags. If the open nylon custom bag is ordered, there may be more orders, but it is very difficult to guarantee all aspects of the rear surface."

Even the WeChat platform, which is controlled by the brand, may exist "bug".

If consumers buy Dior's customized packages in WeChat, they can only use WeChat to pay. The general procedure is to deduct the change first, but in view of the fact that most people's WeChat money is not likely to have 28 thousand yuan, it is necessary to continue to charge the credit card or debit card through the micro credit system. However, the system also believes that this order can not be paid two times, so it may get stuck.

To this end, in the promotion of Dior WeChat public, it is recommended to use Alipay payment when purchasing.

And this payment is achieved through the purchase of Dior official website.

In the view of vice president Ren Guoping of Roland Begg, a few of the third party luxury electric providers with strong purchasing power will have a market. "They can collect different brands of goods according to the theme and style, and even recommend products according to the tastes of consumers." this core capability is not a single luxury brand shop or shop, but there is no such platform in China.

Nowadays, it is difficult for the electricity supplier to become a real mainstream in luxury goods. "Without the on-site experience of shops, it is difficult to embody the value of luxury goods, but

As a supplement to the channel, we will not give up trying. "