Is The Definition Of Luxury Changing?

It is already the consensus of the industry that luxury goods are actively embracing the electricity supplier. In addition to building their own outlets, they also cooperate with the platform.

But the "compromise" of luxury goods only represents the recognition of the electricity supplier channel, not the recognition of the electronic business platform. In fact, the integration of luxury goods and e-commerce platform is full of twists and turns and suspicions.

A big wave of luxury brands will take the road of self built e-commerce, and even at all costs to curry favor with young people. What is this? Why is it that the luxury brands' hearts are rejected by the electricity supplier, but now they have to embrace it?

The first factor is the decline in performance, which is a bit of a price.

Because Chinese consumers who support nearly half of luxury goods sales suddenly do not buy and buy abroad, and how to promote domestic luxury consumption, brand owners feel helpless, because the domestic market, luxury goods consumers are price sensitive people.

According to Bain report analysis, due to the lack of attention and training of luxury brands to the Chinese market, consumers are more concerned about prices by means of discount and low price. Chinese consumers are more concerned about prices. Most of the pursuit of overseas shopping is discounts and concessions. As for the cultural connotation, history, handicrafts and craftsman spirit that the brand is proud of, these things that should be pursued are all blocked by price.

This is reflected in the domestic market and why people like it so much.

Internal consumption.

The name discount store is now an important channel for Chinese consumers to buy low priced luxury goods.

Moreover, the price reduction of luxury brands is mainly influenced by the strategy of global price integration. With the further expansion of overseas purchasing and sea market, brand global prices are increasingly pparent.

As a result, the price cut of luxury goods in China began after the first implementation of Chanel in mainland China last year.

But in fact, "discount" and "top level" are fragmented, because buying a top brand at a discount is a paradox in itself.

Price cuts may push store sales in a short time, but with a round of price cuts, the brand image will inevitably be affected.

Chanel has been diluted because of the price reduction, and its performance has been greatly affected last year.

This is also the main reason for the luxury brand's rejection of the electricity supplier before.

In August this year, Dior became the first luxury brand to go to WeChat boutique, and launched the Dior core product, Lady Dior Small limited edition handbag.

Chanel has launched a series of new 2016/2017 spring holiday products in WeChat's circle of friends. Before that, Chanel was resolutely opposed to selling its own products in e-commerce channels.

In fact, he thinks that such a trial is a good try for luxury brands.

On the one hand, to detect market feedback, if WeChat platform is really a good marketing or even a sales channel, for these brands, there is a choice to communicate with customers and provide customers with more channels of distribution.

On the other hand, closer to social networking and e-commerce, focusing on product perception and personalized service is shaping an innovative image, which is especially attractive to young people.

The Bain consultation report shows that

Sales of brands such as watches, garments, and jewellery show a slow trend, but sales of advanced beauty and personal care, cosmetics, perfume and other categories have bright spots.

This is one of the reasons why Chanel and LV are pushing perfume products recently.

The price of perfume products is lower than that of handbags and garments, and it is also suitable for sale on the Internet.

In online shopping, people still prefer to buy low priced products.

More typical is

In Tmall, "two in two out".

As early as 2012 years, Coach tried to set up Tmall flagship store in China, but it only went offline after 1 months' operation.

In September 2015, Coach tried again the electricity supplier channel, but compared with the previous high-profile line, this Coach Tmall flagship store opened a lot of low-key.

By the end of 2016, Tmall's official flagship store on Coach had disappeared.

However, Coach has opened its own business on the official website of its own home. It is reported that the growth of Coach's e-commerce business in China is also growing rapidly.

Even Tmall's luxury brands, such as Burberry, sell very well.

In general, the DNA of luxury goods is not matched with Tmall.

However, for the first tier luxury goods or light extravagance, it is easier to get customers' data in the operation of their own positions, which is beneficial to the development, on-line new products and more targeted services.

In addition, from the perspective of marketing and brand building, it also has an advantage over the official website.