Now You Can See Them In Your Circle Of Friends!

Luxury goods in our mind are unreachable, but now luxury goods are getting more and more popular. It will change the way of marketing, and the marketing force on WeChat platform is more obvious.

Dior (Dior) releases its message on its official WeChat public platform, "Lady Dior Small."

"Tanabata limited, online boutique sale", customers can be purchased through WeChat platform to online shopping mall, WeChat, Alipay or UnionPay card to complete the paction by express delivery.

As the entire purchase link was completed online, Dior became the first luxury brand to sell handbags through "micro business".

The sale of Dior's touches was touted by consumers. After a short day, Dior announced that the product had been sold out on its online platform.

In the face of market performance such as slow growth and slow expansion of physical stores, luxury brands are simply outdated by selling stores and laying distribution channels.

With the arrival of the new consumption era, luxury brands need to take account of digital marketing simultaneously.

In China, WeChat, as the most used social application, is undoubtedly attractive to luxury brands, so the marketing power of luxury brands on WeChat platform is becoming more and more obvious.

Decline in performance

In the first half of 2016, luxury stores in China continued to linger, such as Louis Weedon (LOUIS VUITTON), which closed two stores in Taiyuan and Shanghai in the first half of the year, while Gucci (GUCCI) closed stores in Chengdu and Ji'nan in the first half of the year.

According to data from Ying Shi Group Research Center, in the ten luxury brands of Gucci, BURBERRY, Louis Weedon, Dior, Prada (PRADA), Fendi (FENDI), Hermes (HERMES), Si Lin (CELINE), Chanel (CHANEL) and Armani (ARMANI), only in the first half of the year, only three brands, including Bo Bo Li and Yu, opened new stores in mainland China.

So far, ten luxury brands in China have maintained 356 stores, down 2.7% from the same period last year.

It is understood that at present, Louis Weedon has 7 stores in Beijing, 4 in Shanghai and 4 shops in Hangzhou. Guangzhou and Shenzhen only have 1 stores.

Public information shows that since 2014, Ferragamo and Zegna (Zegna) have closed 6 stores, and Boboli has closed 10 stores.

Besides closing stores, we can see the decline of performance from the earnings reports of major brands.

8 in the middle of the month, Michael Kors, the US luxury brand, announced its first quarter of fiscal year 2017, which was greatly reduced by the decrease in consumer prices in the department stores and the downturn in the tourism industry in the first quarter of.

In the first quarter of July 2nd, net profit of Mike's group fell 15.7% to $147 million a year, and analysts were pessimistic about its outlook for the 2017 fiscal year.

Meanwhile, Boboli also released its earnings report. In the first quarter of June 30th, boboley's turnover fell by 3%, recording 423 million pounds. It is expected that wholesale income of clothing and beauty products will not increase.

In the Chinese mainland market, the Boboli group said that year-on-year turnover remained basically unchanged and growth stagnated. In the Hongkong and Macao regions, the year-on-year turnover will continue to decline by two digit percentage, and the downtrend has not stopped.

In addition, Prada's 2015 fiscal year report shows that as of the end of January this year, its operating income was 3 billion 548 million euro, down 0.1% compared with the same period last year. The fixed exchange rate decreased by 7.7%, and the group's net profit was 330 million euros, a sharp decline of 26.6% over the same period last year.

Ferragamo recorded 710 million euros in the first half of 2016, down 1.7% from a year ago.

Dior fashion department, which belongs to the LVMH group, issued a financial report. Its revenue declined by 2.9% to 464 million euros in the fourth quarter of June 30th.

Compared with the 1% decline in the third quarter, operating income fell further in the quarter, while operating profit dropped 30.2% to 74 million euros.

It is not hard to find that in the above many brands' earnings reports, since the second half of 2015, the performance of luxury goods has been declining.

The annual report on luxury goods released by Bain consulting, an authoritative research firm, also shows that sales of Chinese luxury goods have been declining since its first fall in 2014.

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Internet marketing progressively

The Institute of wealth and quality pointed out that 2016 will be a year of high speed development of luxury electric business. The global luxury industry will embrace the electricity supplier collectively, especially the brand official website will become the most important luxury business platform.

Ying Shi Group Research Center also believes that luxury brands have realized that if they want to achieve sustained growth in the Chinese market, sales methods that rely solely on scale shops and distribution channels are outdated.

The arrival of the new consumption era requires luxury brands to take account of Internet marketing at the same time.

For example, Chanel once again held a fashion show in China after 7 years, and realized the interactive functions such as scene interaction and social sharing through WeChat platform. Armani broadcast the 2017 men's wear show in real time in the spring and summer series through the network platform.

In the future, luxury brands will continue to use the Internet and social media to communicate with customers and cultivate new generation consumer groups while enhancing the existing consumer stickiness.

From the above ten luxury brands, in addition to Lin, the other nine have opened the WeChat public number, and the WeChat public number to users to introduce the history of its brand.

For example, Chanel has designed the H5 interface to introduce the brand founder and the memorabilia of the brand development.

At the same time, in addition to regularly promoting all kinds of brand latest information and product promotion, all public numbers have launched the fashion show live and playback on WeChat platform.

In April 2014, the Boboli brand was released live in the official WeChat live fashion show.

Before the ceremony, users can watch the city landmarks in London and Shanghai by shaking, gently touching, and clicking on the mobile phone screen. After the ceremony, WeChat users can be placed in the 360 degree dynamic scene through the official WeChat platform.

A few days ago, Amazon bought overseas luxury products online, and the original luxury brands on the electronic business platform have been launched online, and the price concessions are also very large.

In 2015, luxury brand Boboli first settled in the Tmall mall; Van Cleef & Arpels (Van Cleef & Arpels) touches the net at the end of last year; Chanel, which has always insisted on "store sales as king", will launch a global electricity supplier network by the end of this year. Fendi also said it would launch an electronic commerce website to provide delivery services for 28 European countries. Meanwhile, TAG Heuer opened a flagship store in the Jingdong network; Cartire (Cartier) also started selling its official website at the end of 2015; in May this year, its WeChat boutique was officially launched; the universal watch (IWC) could also be purchased through the shops.

France's famous luxury brand Longchamp (WeChat) provides customized services.

Prior to that, the brand will provide customized services at specific time and designated stores. The randomness is relatively large and consumers are hard to customize exclusive bags.

In May of this year, after WeChat launched its online customization service, consumers could use WeChat platform to customize, choose colors and lettering, and pay through WeChat or Alipay.

In addition, Prada has begun to pform its marketing mode and cooperate with luxury goods suppliers Net-a-porter and Mytheresa.com to sell online products.

Louis Weedon, the 92% largest brand in the world's largest luxury group, has also launched WeChat public address in China.

A report by L2, a business intelligence agency, showed that sales of online luxury goods increased by 20% in 2015, which is nearly three times that of the overall luxury market, with mobile phones playing an important role in particular.

The number of luxury brands searched by smart phones is nearly two times that of computer terminals, and increased by 44% over the same period in 2015.

Data from Bain, an advisory body, also show that analysts and companies are closely watching the Chinese consumption patterns, because Chinese consumers account for over 30% of global luxury spending and are driving the growth of the market.

Diversion online shopping mall

Long before Dior launched its handbag series on WeChat platform, Boboli has guided its online shopping mall through its public chain.

There are also some luxury brands, such as long, Cartire and Wan Guobiao, offering micro stores on WeChat platform and providing customized services and exclusive online privileges.

Ying Shi Group Research Center believes that there is still much room for improvement in luxury brands, whether online shopping or micro stores.

From the purchase experience of luxury micro stores, the full display of goods, convenient and convenient payment process, offline distribution system and after-sales service and other supporting facilities need further placement in order to fully open the O2O closed loop under online and offline.

Ying Shi Group Research Center, Louis Vuitton,

With the help of WeChat's positioning function, users can instantly get the nearest store address, map, contact information and navigation information through their own location, so that customers can be drained to a physical store.

Cartire also provides customers with an appointment to shop service, and can be graded by WeChat after the end of the service.

In addition, some luxury goods also carry out customer relationship maintenance management on WeChat platform.

Such as Mike Gao Shi can bind the membership card in WeChat, through personal center to understand customer purchase records, member interests and other information.

In terms of customer service, in addition to triggering automatic response to key words, some brands use WeChat instant messaging function to provide one to one exclusive customer service, such as Louis Weedon and Boboli to provide artificial customer service at designated time periods for customer service.

Zhang Ping, general manager of Ying Shi Group Research Center, said: "at present, we see that most of the luxury brands stay in the use of WeChat's basic functions, and more functions of WeChat need to be excavated.

In the face of China's unique social networking environment and online retail mode, how to develop new customer groups through various platforms, enhance customer loyalty and maintain consistency between online and offline customer experience is the key to luxury brand exploration of digital marketing in China.

Some analysts believe that compared with other platforms, WeChat is the most popular form of communication with the characteristics of circle communication. Luxury brands are most concerned about word of mouth propagation based on certain circles. If properly operated, WeChat will probably become the most suitable means of new media communication for luxury goods.

WeChat has a stronger interactive function than PC and brand App, especially for O2O interaction with offline stores.

The Institute of wealth quality predicts that WeChat will become one of the most important means of luxury brand O2O strategy, and the brand official WeChat account will be worth more than the brand's official website.

However, just as the luxury brand "rising" micro business electricity supplier is conducting, the industry experts still remind consumers that shopping for luxury goods through the e-commerce platform is the first thing to pay attention to is the shopping guarantee problem. In the Chinese market, there are mainly two kinds of luxury electronic business platform, one is the overseas luxury goods business, and 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.

In addition, we need to 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, we must 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.

Luxury goods should also be "grounded".

The decline in store sales results in a marked increase in online sales of luxury goods. Sales of online luxury goods increased by 20% in 2015, which is nearly three times that of the overall luxury goods market.

Luxury brands have realized that if you want to grow continuously in the Chinese market, the sales way that only relies on scale shops and distribution channels is out of date.

The arrival of the new consumption era requires luxury brands to take account of Internet marketing at the same time.

Luxury brands, whether online shopping or

There is still much room for improvement in browsing and payment experience.

The industry has yet to get rid of the initial stage of "horse race enclosure" and has yet to form a strong brand.