Online And Offline Linkage Luxury Giant Borrow Electricity Supplier Two Nuggets

Although many

Brands worry that selling products online will overexpose the brand, but more and more luxury goods, including watches and jewellery brands, have joined the booming China.

Market.

Earlier this month, the French luxury brand ChristianDior (

On its official WeChat public platform, it released the "LadyDiorSmall handbag Tanabata limited, online boutique sale" news, becoming the first luxury brand to sell handbags through "micro business".

Before that, there were many luxury brands such as Cartier (Cartire), IWC (Wan Guobiao), Montblanc (MontBlanc), Longchamp (long) and so on, which opened WeChat online sales platform.

These unusual actions are not only surprising but also reflecting the efforts made by luxury brands in the past to seek new impetus for growth.

Get rid of old routines and seek online "escape from difficulties"

With Chanel as the pioneer, Tiffany and Bowman Lando also came to Net-A-Porter to play a game.

GUCCI has launched a new US website and is determined to develop online shopping.

Meanwhile, Dior is also testing water business in the US.

Tiger Hoya opened the flagship store in Jingdong.

Lifeng group plans to enable its brands to open its official website or WeChat sales one by one in China, such as Cartire's low-end sales at the end of 2015, and the sale of WeChat boutiques in May this year.

Closely linked, the national watch can also be purchased through WeChat stores. Van Cleef & Arpels touches the net at the end of 2015, and other brands are also planning.

LV group is not too small.

At present, LV in China, in addition to Beijing 7, Shanghai 4, Hangzhou 4 shops, Guangzhou and Shenzhen only 1 stores.

In fact, the frustrated luxury magnate is not only a LV family, but public information shows that since 2014, Ferragamo and Zegna have closed 6 stores respectively, and Boboli has closed 10 stores.

The main line brands are closing some shops in a hurry, which is closely related to the overall domestic environment and the impact of the electricity supplier.

According to the annual report on luxury goods released by Bain consulting, an authoritative research firm, sales of Chinese luxury goods have been declining since its first fall in 2014.

According to Amazon Co statistics, from January 2015 to September, Chinese consumers' overseas orders in the Amazon grew by nearly 10 times over the same period last year.

Online and offline linkage led sales up 30%

Data from foreign research institutions show that sales of luxury goods in the online and offline industries have increased by 30%, and this trend will continue.

This is why the Prada specifically has access to WiFi services in some stores to facilitate consumers to search for products.

Bernstein analyst MarioOrtelli has said that the industry has finally jumped from the line to the next line. It is estimated that 9% of luxury sales will be completed online in the next 10 years, which will be two times the share of last year.

In the recently released 5 year plan of YooxNet-a-Porter, it is expected that the expansion of watches and jewellery will be able to resist the depression of global luxury goods. In the medium term, the revenue growth of 17%~20% can be achieved, which will beat the 15% ceiling set by analysts.

Zheng Jianhao, general manager of Temple store mall, said that sales in the first half of this year were 3 times that of the same period last year.

The best selling price range is 3000~6000 yuan. The number one is bag, clothing, watches and jewelry shoes follow closely.

It can be seen from the common ranking of walking show network and Temple store mall that the most popular brands are still LV, Hermes, Chanel, Gucci, Burberry, Cartier and other old brands.

According to the statistics of Xiu Xiu network, PhilipPlein and other high-end personal brands are also developing rapidly. The slow hot Valentino and Fendi have gradually risen in China, while Coach and CalvinKlein's "fake big names" ranking is back.

Find ways to guard against consumption risks

Although luxury electric business is becoming more and more popular, experts still remind consumers that some places still need to pay attention when purchasing luxury goods through e-commerce platform.

First of all, in the Chinese market, there are mainly two kinds of luxury electronic business platform, one is the foreign luxury electric business entry, the other second is the luxury electric business developed locally.

The two have their own characteristics, but on the whole, the industry has not yet got rid of the initial stage of "horse race" and has not yet formed a strong brand.

Therefore, when consumers choose luxury electric providers, they still need to pay attention to the contrast, choose a good platform for word-of-mouth, and try to ask the product details as far as possible, so as to prevent counterfeit or inferior products.

Secondly, we should know more about logistics and after sales service.

When consumers purchase luxury goods on the e-commerce platform, it is best to let businesses choose better logistics companies to prevent products from being lost or damaged in the pportation process, while asking the details of product after-sales service to make sure that they have a good idea of the products purchased.

Third, retain the trading voucher.

As the online shopping paction process is relatively virtualized, consumers should keep good receipts, such as invoices, and even chat with sellers, so as to protect their rights in case of problems in the future.