The Internet Has Become An Indispensable Channel For Luxury Goods.

According to the world clothing shoes and hats net, in recent years, Luxury goods The industry has been filled with a smell of smoke. The focus is not on my argument, but on the war of self turning. among Gucci (Gucci) is widely recognized as the best performing company. brand Alessandro Mi, creative director, joined Marco Bizzarri, chief executive officer, to turn Gucci into full swing after taking office. The transformation of the brand is regarded as a model for the luxury industry. In recent quarters, Gucci's performance has also been described as an "impossible miracle", which is very eye-catching.

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.

GUCCI is cool now. Everyone knows it. But how cool it is, the extent of this may not be known to everyone. Because when you walk into a fashion shop and find that your clothes are full of "GUCCI wind" fashion items, you will see that the design of GUCCI is really red. Even those brands, originally proud of being "cool", can not help but want to imitate.

In addition, Gucci continues to purchase platforms on the global expansion line, and further deepens the brand digital strategy. From the endless number of digital creativity and artist cooperation projects, to the first 360 degree VR panoramic movie "dancing freedom" not released recently, and then to the global expansion of online business, constantly let digitalization permeate every level of creativity, marketing and information dissemination.

Gucci of the storm

Recently, a new case related to Gucci has been a bit of a spectacle, because Forever 21, who is "forever accused", has taken the initiative in litigation and first sent Gucci to the defendant's court. The original fast fashion brands are the most frequently appeared in the defendant's side, while the plaintiffs are mostly luxury brands, designers and artists. The reasons for litigation are also unified.

The reason why Forever 21 initiated the action was repeatedly sent to the lawyer by Gucci, hoping that it would be withdrawn from the sale. According to the requirements of Gucci, Forever 21 needs online and offline stores with all the "green red green" matching colors and "blue red and blue" stripes, including 3 pilot coats, 1 sweaters and a Choker necklace, because these stripes are the design elements that the brand has applied for patent protection since 1988.

In response, Forever 21 decided to request the court to cancel the trademark "stripes" in the United States before Gucci formally launched the lawsuit, because consumers could not be confused with the Forever 21 and Gucci products because of the striped pattern, and thought that the stripes of Gucci did not have the "uniqueness" of trademark application for Gucci.

In addition, Gucci, a bird's red dress with a value of more than 20 thousand yuan, has become the focus of everyone's attention, not because of its beauty, but because the British "Queen of goods" Kate Princess and China's "Queen of goods" Yang Mi two people accidentally hit the shirt.

In June 25th, Yang Mi wore a Gucci doughnut dress suit to attend the new film conference. Her elegant dress seemed more mature than ever, but it still felt like a teenager. However, careful netizens noticed that the big power wore the same dress as another celebrity!

In June 29, 2017, Princess Kate attended the opening ceremony of the exhibition hall of Vitoria and Albert Museum in London. On the same day, she was wearing the same doughnut dress suit, matching the logo of formal leather shoes, as always the authentic elegant Princess fan!

At the same time, two "cargo Queen" at both ends of the Eurasian continent chose a red and black rimmed Duffle skirt from the Gucci brand at different times. It is a rare thing to push Gucci onto the cusp.

Another step towards localization in China

In July 3rd, Gucci, a pioneer in the field of e-commerce, announced the launch of its online shopping service on its official website. Customers can purchase a full range of works on this platform, covering handbags, shoes, clothing and jewelry.

Following Coach and Burberry, Gucci has become the third traditional luxury brand to fully launch e-commerce activities in the Chinese mainland market. It is understood that the opening of online sales in China is regarded as part of the Gucci digital strategy, while Gucci said it will conduct a series of localization operations in China.

Official website is the only official e-commerce platform of Gucci in China. The new online shopping service will provide customers with no shopping experience which is limited by the market place and business hours. It is learnt that in order to deliver the service efficiently, the purchased goods will be directly transferred from the local stock, while the domestic online customer service and telephone customer service commissioner will also timely feedback customer consultation.

In addition, even if consumers do not register as members, they can also settle accounts by submitting mail only, and increase the payment methods of WeChat and Alipay according to local conditions.

The new Chinese official website is also redesigned, which integrates brand, story and smart shopping experience. It is noteworthy that the launch of Chinese e-commerce websites is relatively late compared with other global markets. Since the launch of Gucci's newly designed official website in 2015, this integrated content and online shopping method has been proven to be effective in North America, Europe, the United Arab Emirates and Australia. The restructured website and content enable users to participate more in both page browsing and web stay time.

With nearly 70% of the world's web traffic coming from smartphones, China has become one of the largest mobile end dominant markets. Therefore, the Gucci China official website adaptively optimizes the design of mobile terminals. On different devices, web design simulates the effect of mobile terminal scrollbars to provide a more flexible digital environment. Users can get more fluent online shopping experience on mobile phones, PC terminals and iPad terminals, and can also visually explore the show series, iconic works and accessories.

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.

The Internet has become an indispensable channel for luxury goods.

Over the years, many Chinese consumers have rushed into luxury stores such as Paris and New York, buying snapped bags and watches. Nowadays, more and more Chinese consumers choose to buy luxury goods in China. Along with the Chinese government's taxation of overseas purchases and the sale price of some luxury brands in the Chinese market, there have been many terrorist attacks in France over the past two years, leading to a sharp decline in the number of Chinese tourists going to France and throughout Europe. The attractiveness of overseas consumption is declining, and luxury consumption outside China is slowly returning home.

Although Bain's statistics show that China's contribution to global luxury goods consumption has dropped 1% for the first time last year, with the growth of China's new rich class, Chinese consumers will still be the focus of the global luxury industry. It predicts that China will catch up with the US in five years and become the world's largest luxury market.

For luxury luxury goods, experience and texture are the most important. However, for today's luxury consumer group, their shopping behavior is more and more happening on the e-commerce platform. Their habits are also closely related to the Internet and mobile terminals. They hope that luxury goods can also use social platforms, interact instantly, and provide valuable information. Therefore, the traditional retailer's business structure and business mode must be adjusted in time to adapt to the new market environment.

At present, the consumption of luxury goods continues to be younger, and shopping behavior happens almost everywhere. Millennial consumers see a new Gucci handbag on the back of Instagram bloggers, triggering the impulse to purchase, and they immediately want to get this handbag, rather than wait for them to buy it when they are ready to go abroad. By that time, consumers may not be interested in this handbag.

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.

A luxury that has always been scarce is always a high quality display of its centenary quality. However, with the popularity of social networking and WeChat, the trend of the luxury industry has begun to change, or actively or passively embracing the Internet has become the most significant trend in the industry in the latest year.

When the network ecosystem is not sound and reliable, it is hard to be reassured or even out of season for luxury goods with style and class users. However, with the rise of social networks, luxury brands should quickly adjust their thinking, as D&G founder said: "for luxury goods, the Internet is not a trend in the future, but a reality that must be solved at the moment".

In short, luxury brand consumers want a unique or even customized symbol value to show their identity and taste, but social media focuses on the public and emphasizes everyone's participation. How to make socialized marketing of luxury goods accurately to his target customers becomes one of the biggest challenges of luxury brands.

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