The Electricity Supplier'S War Spread To The Field Of Luxury Down Clothing Moncler Betting Electricity Supplier

The flames of war have gradually spread to luxury.

Field.

The French brand Moncler revealed at a recent shareholders' meeting that although its direct business retail sales increased by 30% in the past two years, it accounted for less than 8% of total revenue. The future group will increase investment in online business to enhance its competitiveness in the field of e-commerce.

According to the world clothing and shoe net, Moncler sales rose by 15% to 1 billion 190 million euros in the 12 months to December 31st. It has recorded double-digit growth for 16 consecutive quarters, operating profit also rose 15% to 340 million 900 thousand euros, gross margin was 34.5%, net profit rose 27.3% to 249 million 700 thousand euros.

CEO Remo Ruffini said earlier that his biggest interest now is to apply digital technology to his daily work so as to understand his customers' consumption behavior. He firmly believes that the proportion of luxury electric business sales will be far ahead of the industry's forecast of 20%.

In fact, the importance of digital business has been an important strategy for Moncler to maintain growth in recent years.

As early as 2012, China's official website of Moncler was officially launched. The website is run by Yoox Net-A-Porter, a luxury electric provider. It supports local distribution and has covered more than 100 cities and regions in China.

The picture is Moncler 2018 autumn winter series.

In China's official website, we can see that Moncler products are classified into two categories according to men's wear and women's wear, including clothing and accessories.

Among them, the garment covers the down jacket, the jacket and the pilot jacket, the Polo shirt and the T - shirt, and the accessories include

, pull rod box, glasses.

In order to further standardize the online channels, Moncler set up a revolutionary anti-counterfeiting system for all products from the spring and summer series in 2016. The system has a distinctive alphanumeric code and a two-dimensional code, and has a near field communication (NFC) chip according to the brand LOGO shape, which can identify the authenticity of products and provide more interactive and effective verification information.

Consumers can follow the steps to visit the code.moncler.com website or download the specific app software with smart phone to read the two and NFC code information.

The code.moncler.com website was launched in 2013. It operates directly from the brand and helps customers instantly obtain product authenticity information.

Luciano Santel, chief business officer of Moncler, points out that increasing investment in digitalization is aimed at better promoting communication between brands and consumers.

Since last year, Moncler has made clear that the cooperation with Yoox Net-a-Porter of luxury goods providers is only the first step. The brand has been digitalized since 2017, and plans to achieve full channel sales in 2018.

According to data released by consulting firm Bain, digital initiatives for luxury brands will become more frequent. By 2025, online sales of luxury goods are expected to occupy 20 to 25% of market share, up from 9%.

Canada Goose, who is considered to be the strongest competitor of Moncler, will not miss the opportunity to develop the electricity supplier.

It is noteworthy that Canada Goose's online sales as early as 2016 fiscal year has reached 33 million Canadian dollars (about 164 million yuan), accounting for 11.4% of total sales, far higher than the current sales ratio of Moncler.

Canada Goose CEO Dani Reiss earlier pointed out that the wholesale industry is deteriorating. Now the direct selling channel is likely to become the largest source of brand sales.

As an important part of retailing, Canada Goose has increasingly placed e-business in the core position of channel strategy.

Dani Reiss also stressed after the publication of last year's earnings report, Canada Goose has realized the huge potential of the Chinese market, and revealed that it has recently tried to test the Chinese market through a cross-border e-commerce platform. If there is a suitable time, it will issue a formal announcement.

At present, Canada Goose has established an independent regional official website in Canada, the United States, the United Kingdom and France. It plans to launch the official website of the electricity supplier in 7 European regions in Germany, Sweden, Holland, Ireland, Belgium, Luxemburg and Austria in 2020, and finally expand the retail network to the whole world.

As a weapon against the Moncler NFC anti-counterfeiting chip, Canada Goose also released a guide for identifying goods and a new holographic anti-counterfeiting label and online registration verification on the official website in December last year to prevent consumers from buying counterfeit goods.

Digitalization has clearly become a battleground for the two. However, some analysts believe that although the growth rate is evenly matched, in the long run, Moncler will do the down fashions with fashionable ideas or more in line with the changing consumer preferences.

According to Remo Ruffini, "consumers in this era are undergoing fundamental changes. The luxury fashion industry is changing at an unprecedented rate. At this challenging node, the secret of Moncler's success is to keep the tradition while constantly creating freshness for consumers."

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In order to change the status quo of early luxury goods, Moncler not only hired famous designers Giambattista Valli and Thom Browne to work on the brand's women's wear accessory line and men's wear accessory line respectively, but also launched the joint name and capsule series with Nicolas, Ghesqui Watanabe re, Junya Watanabe, Chitose Abe, Mun, and so on.

To the industry's surprise, Moncler announced in November last year that the high-end fashion series Gamme Bleu and Gamme Rouge should be cancelled.

Remo Ruffini explains that the Gamme Bleu and Gamme Rouge series have been launched for more than ten years, and the idea is outdated.

The next step for Moncler is to break the system of fixed creative directors in the fashion industry.

At the just concluded fashion week in Milan, the brand has released the "Moncler Genius" cooperation project, including 8 gifted creative talents including Teng Yuan Hao, Pierpaolo Piccioli, Craig Green and Francesco Ragazzi, who are responsible for 8 different series of Moncler, and will issue a series every month.

On the basis of Moncler's classic down jacket, each series adds different designers' creativity and imagination and distinguishes them with different numbers.

There is a view that this model can compare Moncler to a buyer's shop. The new frequency is every month, consumers can choose different styles at any time of the year, once they miss or will be hard to buy.

This means that the brand creates a sense of scarcity and freshness at the same time, which will inject new vitality into the whole fashion retailing industry.

The same problem has emerged with brands such as Burberry that make functional clothing, and down jacket is no longer a necessity at the expense of upgrading.

As Exane BNP Paribas luxury analyst Luca Solca said, "mature consumers already have all the luxury products they need, and wardrobes are already full.

Now mature consumers want to pay for new ideas. "

In contrast, Canada, Goose, Moncler, which has been repeatedly pushed by animal organizations in recent years, may have been more intelligent.

After all, the electricity supplier is only a channel change, and the capture of consumers is ultimately a product.

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