Dior'S First Battle "Micro Business" Test Water Successfully

In the morning of August 2nd, a lot of people's circle of friends was painted like this advertisement: "Lady Dior Small handbag is the exclusive sale of the boutique."

At ten o'clock, the link pointed out in the advertisement showed that the price of the 28 thousand yuan RMB Tanabata handbag has been sold out. "Please go to the boutique below to buy more favorite works."

As the first sales bag in the circle of friends Luxury brand , Dior The bag was sold online from August 1st to August 4th, and it continued to sell at the store after the end of the online event. However, the WeChat platform was sold out in less than half a day, indicating that Dior was in the market. Online retailers A successful test of water in the field.

Since last year, including Chanel, Hermes, Cartire, Wan Guobiao, MontBlanc, Longchamp and other brands have launched online shopping platform, which is quite different from previous luxury goods to the electricity supplier. Bernstein, a luxury luxury analyst at Mario Ortelli, said in an exclusive interview with the media that luxury brands had been reluctant to adapt to the trend of digitalization. Hermes CEO Patrick Thomas once told the French media, "80% the goods sold on the Internet in the name of Hermes are all fake." For luxury goods, how to highlight the "luxury" image on the Internet is a big problem, and it will undoubtedly damage its image if it is associated with fake online shopping.

Moreover, in industries where rules and regulations are rampant, once the sales channels are released, it is difficult for the electricity supplier to control the phenomenon of fakes or subcontracts in warehousing and logistics links, thereby affecting the image of their painstaking efforts. This is not a problem facing China, but a global common concern.

However, in recent years, due to the slow growth of the luxury goods market and the slow down of the industry, the brand has to be reformed. Dior fashion department reported that in 2016, the company's fourth quarter operating profit plunged 30.2% to 74 million euros. In China, the flow of shopping malls and department stores continues to decline, and the closure of stores is no longer news.

The development momentum of the electricity supplier has not diminished. At present, although the vast majority of luxury purchases still occur in stores, most consumers first see or hear product information on the Internet, and then go to stores to buy after being affected. Digital channels have long been a leader in luxury shopping.

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.

Based on new communication channels and value judgments, luxury brands have become new allies with social networking tools. Hermes, Louis Weedon, Cartire and other brands have launched non core catalog products on the Internet platform. Last year, Chanel, through Net-A-Porter's online Pop-Up store, opened a sales section for its premium jewellery series Coco Crush, which sells between 1970 and 19000 euros. It is reported that it will be robbed only after being sold for 6 hours. And this Dior sells on WeChat platform is its core product lady Dior series, and users can complete the spanaction directly through WeChat and Alipay, do not need to shop to extract, is the real sense of "online shopping", the new era of luxury seems to be coming.