How Can Gucci'S Online Shopping Service Enhance Consumer Experience?

Consumers are more willing to buy abroad.

Often because of the domestic shopping experience, and if extravagant

Will there be more and more consumers returning to China to consume luxury goods when launching the Chinese e-commerce website?

According to the world clothing and shoe net, Gucci today officially announced its online shopping service on the official website of China (Gucci.cn). Consumers can purchase a full range of products in the season, covering handbags.

Clothing and jewelry series.

The website will become the only official e-commerce platform of Gucci in China.

It is not difficult to understand that the original intention of Gucci to launch the Chinese e-commerce platform is to provide close access to Chinese consumers by offering online shopping options which are not subject to the market place and business hours.

How can the online shopping service enhance consumer experience? We have summarized several highlights.

First, in view of the logistics problem most concerned by consumers, the online service pledge pfers goods purchased directly from the local stock to ensure the efficiency of delivery.

Some cities can enjoy express delivery services.

Second, the service also provides online consulting services. The customer service and customer service commissioners will promptly respond to customer enquiries.

In addition, the Chinese online purchase is designed to suit local conditions, and China's local popular payment methods such as WeChat and Alipay are launched.

Thirdly, the website adaptively optimizes the design of mobile terminals.

China has become one of the largest mobile end dominant markets, with nearly 70% of the world's traffic coming from smartphones.

Therefore, Gucci.cn's webpage design simulates the rolling bar effect of mobile terminals on different devices to provide a more flexible digital environment.

Users can get more fluent online shopping experience on mobile phones, PC terminals and iPad terminals.

Fourthly, the website integrates online purchasing and editing content, and overlaps consumption scenarios with information dissemination scenarios.

This is consistent with the consumer's habit of "listening to stories", while the two columns of "fashion show" and "Gucci story" can help consumers understand the brand more deeply while shopping.

At the same time, a variety of integrated environment can also increase the duration of the consumer's page stay and promote the online shopping of consumers.

Gucci.cn adaption design for each mobile terminal

It is noteworthy that the launch of Chinese e-commerce websites is relatively late compared with other global markets.

Since the launch of the newly designed Gucci website in 2015, its online shopping platform has landed in the US, Japan, Korea, Australia, Canada, Britain, Italy, Ireland, France, Germany, Spain, Portugal, Switzerland, Holland, Austria, Belgium, Rui Dian, Norway, Denmark, Finland, Czech Republic, Poland, Hungary, Romania, Bulgaria, Slovenia, Turkey and the United Arab Emirates.

Gucci said that the integration of content and online shopping has been proven effective in North America, Europe, the United Arab Emirates and Australia.

In fact, in addition to the global expansion of the self built e-commerce platform, Gucci has been working with third party fashion providers this year to make bold experiments to enhance the consumer shopping experience.

In April, Gucci launched a 90 minute delivery service with the fashion electronics supplier Farfetch. The 90 minute express delivery called F90 will be launched in 10 cities including Paris, London, Tokyo and New York. From the moment the consumer orders, the products will be pferred from the Gucci shop to the receiving address.

Despite the criticism that this is just a joint marketing of Gucci and Farfetch, the gimmick is bigger than the reality, but this is also a useful attempt to enhance the online shopping experience of consumers.

Gucci on the global expansion line continues to deepen the brand digital strategy.

Alessandro Mi, chief creative officer, joined hands with chief executive Marco Bizzarri to turn Gucci into full swing after taking office. One of the two important weapons of the brand is Michele's landmark Renaissance design style, and the other is a thorough digital strategy.

From the endless number of digital creativity and artists cooperation projects, to the first 360 degree VR panoramic movie "dancing freedom" released recently, and then to the global expansion of online business, Gucci constantly let digital penetration in every level of creativity, marketing and information dissemination.

The picture shows the Gucci Chinese website offering some products of the selection service.

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According to the world clothing and shoe net, Kai Yun group disclosed in its 2016 earnings report that Gucci's digital creative investment will account for 35% of total marketing expenditure.

But it turns out that the return on Gucci marketing spending is also considerable.

In the 2017 quarter of fiscal year Gucci, the growth rate of Gucci first exceeded that of Saint Laurent, another luxury brand of its parent company, which rose by 51% to 1 billion 354 million euros, an increase of 48.3% over the same period last year. It is the strongest growth in 20 years and contributed more than 1/3 of revenue to Kai Yun group.

According to the brand digital media value (EMV) report released earlier by Tribe Dynamics, the value of digital media of Zara and Gucci reached 77 million US dollars and 61 million US dollars respectively, with an increase of 118% and 115% respectively.

In addition, Gucci has been selected as one of the most digitalized luxury brands in many luxury industry research.

But it is not easy for Chinese consumers to really participate in the digital Carnival of Gucci.

In the 90 minute cooperation project with Farfetch, Chinese cities are not listed in 10 pilot cities.

The launch of online Chinese websites is also lagging behind other regions.

Chinese consumers with strong consumption can only buy products of Gucci through five ways, such as physical stores, Farfetch, three foreign providers, entities, or dealers on the domestic e-commerce platform, luxury goods purchasing, and overseas travel shopping.

In some two or three line cities without stores, Gucci products become more inconvenient, but it is proved that with the improvement of Chinese consumers' living standards, the luxury consumption potential of high-end consumers in two or three tier cities is being stimulated.

In addition, although Hai Tao is becoming a popular way of shopping for young people, consumers are still facing tariffs and long waiting cycles on the three sides of Farfetch.

As for the domestic electronic business platform, entity dealers and luxury goods purchasing, they are all around the "fake" big problem.

Under such circumstances, traveling abroad has become a luxury consumption way favored by Chinese consumers. About 2/3 of China's luxury brand purchases are overseas.

According to i2i's report on overseas luxury consumption of Chinese consumers, Chinese people are still a huge force in the consumption of luxury brands worldwide.

50% of global luxury goods are bought by Chinese, but 70% to 80% of purchases occur outside China.

The explanation given by McKinsey, a consultancy, in the 2017 China luxury report released today is more specific. The report thinks that the main reason for the luxury consumption outside China lies in consumers' dissatisfaction with the luxury shopping experience in China.

The report shows that the rich group has an average of 5.9 outbound trips a year, and is the main group of Chinese outbound tourists.

When wealthy people decide whether to exit or buy luxury goods, the first thing they still see is the price. Their tolerance for price differentials is getting lower and lower.

In 2012, 60% of consumers were willing to accept a 20% price difference. Only 20% of consumers today can tolerate it.

While the price of luxury goods is similar, only 70% of consumers will choose to buy them locally.

China's affluent customers have many dissatisfaction with luxury shopping in China, such as product line, store experience and customer service quality.

The report shows that between 2008 and 2016, the proportion of overseas luxury consumption accounts for consumption increased from 2/3 to 3/4.

According to McKinsey, the supply and demand of luxury goods in mainland China does not match.

Overseas luxury consumption is booming, while the mainland market is still in the doldrums. From 2008 to 2016, the number of luxury stores in mainland China increased by 3.3 times, but sales increased by only 2.3 times.

In addition, 80% of luxury stores are concentrated in the top 15 cities in China's GDP.

But only 25% of the wealthy people who live in luxury goods live in these cities. There is a clear mismatch between luxury brand store coverage and luxury demand.

This also confirms the foregoing discussion.

Is the launch of Gucci's official Chinese e-commerce platform able to pull Chinese consumers abroad to buy luxury goods back to China? The answer is yes.

Although wealthy people are getting more and more frequent in appearance tourism, shopping behaviors happen almost everywhere.

Millennial consumers see a new Gucci handbag on the back of Instagram bloggers, triggering a shopping impulse. They immediately want to get this handbag instead of waiting for them to go abroad when they go abroad. Consumers may no longer be interested in this handbag.

Of course, consumers in second tier cities can buy new products at the local stores immediately.

But for the millennial generation of digital aborigines, the smooth and comfortable shopping experience of e-commerce platform is even more attractive and time saving than physical store shopping.

The express delivery of the day also further approached the 90 minute express service enjoyed by ten foreign cities.

On the other hand, despite the fact that two or three line city consumers without stores are currently buying new products in the new season by establishing WeChat connections and couriers with a second tier city store operator, the browsing interface of the official e-commerce platform seems to be more user friendly on visual presentation and shopping experience.

After all, the consumer's vision of luxury comes from exquisite visual presentation, rather than the low precision product photos of shop assistants in WeChat's friends circle.

Now, the only problem that has not been solved is the price difference.

Most Chinese consumers still maintain price sensitive spending habits. One of the reasons why they buy luxury goods abroad is that they look at the lower price of luxury goods abroad.

However, as more and more luxury brands such as Chanel strike a balance on the global market, the price of Chinese luxury goods is likely to narrow with foreign prices, which will bring more attraction to domestic shopping.

The launch of Gucci online purchasing Chinese website will undoubtedly further optimize Gucci's shopping experience in China from the aspects of logistics, mobile terminal experience and content presentation, and at the same time, strengthen communication with consumers through digitalization.

If three words are used to sum up the shopping experience of the millennial generation, it should be "good-looking", "fast" and "interactive".

Their views are crucial, knowing that they bought nearly half of Gucci products last year.

More interesting reports, please pay attention to the world clothing shoes and hats net.