Why Do Luxury Goods Get Together With Wechat Boutiques?

The huge flow of platforms and young customers attract more and more brands to pay attention to this channel.

According to the world clothing and shoe net, recently, WeChat has launched the official boutique function in the new version of the platform. This is another function of WeChat which can connect businesses and consumers after the small program.

Test the water.

The analysis shows that if the potential traffic is used properly, it can bring a lot of benefits to the brand side. Some luxury brands that offer official boutiques have never entered any third party e-commerce platform in China, which means that WeChat may become a brand test site.

At the same time, brand may not be expected to sell goods in WeChat boutiques. Establishing a voice right among young people will be a more direct purpose.

WeChat boutique

By clicking the search function found in WeChat, the reporter learned that the introduction of brand name can get the push of the brand official boutique.

At present, there are Gucci Lancome, Lancome Lancome, Louis Vuitton Louis Weedon, NIKE Nike, Starbucks Starbucks, Swarovski SWAROVSKI, Tiffany Tiffany and ZARA, which involve many fields such as sports, fashion and luxury.

Unlike Tmall, Jingdong and other three party e-commerce platforms, these official boutiques are more like WeChat based proprietary platforms. Some brands can even pay in Alipay's way. They are not limited to WeChat payment. Customer service is also directly related to official customer service, and no special WeChat customer service is set up.

At present, the official boutiques take the middle and high end routes, and the brands are not popular.

Like Nike WeChat boutique, most of the NIKE ZOOM FLY shoes are out of stock, with only 40 yards on sale.

In addition, there are no discount activities at the present stage. It seems that most boutiques are still in the test stage.

There may still be some limitations in the payment of WeChat boutiques in luxury brands. At present, many luxury goods can not be paid at WeChat.

Due to the fact that banks have not opened such businesses, heavy payment requires the U shield to be inserted on their phones.

For example, the use of ICBC to purchase goods at WeChat end can only consume goods not more than 10 thousand yuan per unit price, and at the same time, because the daily limit of Beijing bank is 20 thousand yuan, so the total amount of goods purchased daily can not exceed 20 thousand yuan.

In fact, the price of many luxuries is far more than that.

If you need to purchase higher priced goods, you need to go to the bank counter to handle the online payment of large payment rights, but in the payment process, you need to use U shield and other safety devices on your cell phone.

But this is a tedious process, and the sense of consumption experience is not good.

So when WeChat solves these problems, it is possible to achieve a consumption boom.

Luxury electric business trend

It is worth noting that there are many luxury brands to open WeChat's official boutique, LV, for example, before the brand has not opened a flagship shop in any third party platform. The official boutique is the only business channel for LV to sell its original products except the official website.

In fact, it is not new for luxury brands to launch e-commerce in China. This is not the first time that luxury goods have been tested on WeChat platform.

In October 2017, two trials of water were launched in October 2017, and apple cooperative watches and sports shoes were sold at the end of apple.

In addition, another luxury brand LV formally announced the launch of online shopping service in China in July 2017.

Reporters noted that the price of LV online products is synchronized with the offline stores.

This is already the fourth traditional luxury brand in China's mainland market.

Prior to this, Burberry, COACH and Gucci have also opened up e-commerce channels.

However, luxury brands' online and offline channels have not yet been completely opened up. Taking LV as an example, although the brand has opened up e-commerce services and synchronized sales on line and offline, consumers who buy goods online can not get goods online, which is quite different from other brands.

Like Watsons, you can get goods online under the single line.

Moreover, because of the slow development of e-commerce in the luxury sector, it has not yet affected the offline stores. A staff member of a luxury line store told reporters that the passenger flow under the line was relatively stable and not too much affected.

Targeting young people to set up the right to speak

In the view of COO, sun Duffy, co-founder of luxury goods network in Fifth Avenue, WeChat has the ability to become another important brand gathering place. She thinks WeChat has become a tool, not only limited to chatting, but also can be used for consumption, and consumers have a high degree of user sticky to WeChat, which can open up a new path for luxury brands.

"At present, consumers may spend several hours in WeChat every day and even brush their friends when they go to the toilet," said Sun Duffy. In this fragmented era, consumers no longer want to spend more time to download a App for purchase, but also hope that a software can contain many functions, while WeChat has surpassed most of the similar products on the market in terms of traffic and promotion, and is very capable of becoming the next brand gathering place.

Another industry insider revealed that in fact, LVMH Group executives did not expect to sell much of their own official website products. These luxury brands only hope that more consumers can query new product information or understand corporate culture from the official website, and as for sales, they can place online entities.

He also said that now many luxury brands test the water WeChat platform, in addition to the huge traffic volume, these brands also believe that WeChat is a bridge in the young people's group to establish a voice right, and can play a pitional role, making use of this bridge to let more young consumers buy their products from home.

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