Big Brands Have Been Laying Out What Luxury Online Is.

Luxury goods are getting more and more popular.

From the circle of friends that you open every day to the open screen of micro-blog, and to the magic video of jitter, luxury ads can be seen everywhere.

Luxury, dignity and luxury are approaching the public.

In addition to the popularization of marketing strategy, the "electric shock" of luxury goods is more and more.

If three years ago, you asked any luxury brand's attitude towards the electricity supplier, the answer must be "no".

Even if the electricity supplier is overwhelming, luxury goods have always built high walls - fakes, quality control and tonality.

But now this high wall is collapsing.

Looking back at 2018, everything seems to be traceable. In October 2018, the luxury electric business nostalgic school Hermes, the official website of the online shopping function, also put in the circle of friends advertising; Alibaba and luxury goods group signed a contract, set up a joint venture; Jingdong and Xinyu Hendry signed a contract.

Whether Jingdong, Alibaba, vip.com and other integrated e-commerce platform, or the temple library, glamour, etc., specializing in the luxury market vertical electricity providers, have begun to overweight layout.

The industry believes that this series of actions marked the trend of luxury goods business has become.

Why did the luxury electricity supplier in the first 10 years do not do well?

Around 2010, along with the rapid development of the electricity supplier, the luxury electric business set off the first wave. However, during that period, the luxury business day was very difficult, and the mode of combining high and cold luxury with popular electric business was once seen.

The staff of the Xiu Xiu network wrote in the question of "luxury goods suitable for the electricity supplier mode": we had a bad life from 2009 to 2010, because no one bought luxury goods online.

At that time, the network payment environment is not mature, the online shopping environment is not standardized, and fake products emerge one after another.

Attempts have been made to remedy all kinds of problems, but there is always a leak.

Insiders say frankly that consumers' first appeal to luxury electronic business platform is to guarantee genuine products.

The spread of counterfeit goods has plagued the entire electricity supplier industry, which is even more fatal in the field of luxury goods.

Moreover, there is no physical separation on the electronic business platform, and different levels of brands are mixed together. Compared with the luxury and privileged services under the line store, brand operators worry that the electricity supplier can not convey the brand's concern for consumers well.

In addition, the huge investment is also a test for luxury electric providers. Cao Lei, director of the China Electronic Commerce Research Center, told reporters that the biggest problems in the past were two aspects: first, to get the trust of the brand and to solve the problem of supply; two, to get the trust of consumers, to solve the problem of quality assurance and logistics quality.

"On the one hand, many luxury goods providers invest a lot of money in the front end, and on the other hand, they invest huge amounts of money to get customers, because luxury users account for only about 10% of the consumer population, which makes the cost of luxury electronics business very high.

"Front-end procurement + back end customers" undoubtedly make many luxury electric providers overwhelmed.

Cao Lei said that the pattern of problems also led to the first round of luxury electric business survivor few.

To cooperate with luxury goods

Jingdong negotiations seven or eight times, Ali set up a fake Alliance

A Jingdong has revealed that every luxury player who has entered the Jingdong has to negotiate with his team at least seven or eight times.

"From group headquarters, Asia to China, each team has to meet at least two times."

Even some negotiations with group headquarters are Jingdong's founder Liu Qiangdong himself.

All this proves that Jingdong is imperative to enter the luxury market.

The Alibaba has continued to implement intellectual property protection in recent years.

In January 2017, Alibaba initiated the establishment of a fake Alliance (AACA). More than a year later, in August 2018, the alliance members had broken through 100, from 16 countries and regions in the world, covering 12 industries such as luxury goods, jewelry, clothing and intelligent equipment, and made up of over 100 brands including Microsoft, apple and LV.

These measures promote the process of luxury electric business.

For example, Gucci's parent company's top international high-end brands Balenciaga, Saint Laurent, Alexander Mcqueen, Pomellato have entered Jingdong's luxury platform TOPLIFE, and its life brand "up and down" has also been settled.

In 2017, Alibaba signed dozens of luxury brands, including Burberry, Hugo Boss, Moschino and Tiffany, and entered Tmall luxury channel.

In 2018, Alibaba also set up a joint venture with YNAP, the world's largest luxury goods supplier.

The industry believes that the wall built by luxury goods to electricity providers is disintegrating. On the one hand, the efforts made by the electronic business platform have made them unload the armour. On the other hand, it is also due to the pressure of growth under the line and the tide of closing shop. The young consumer groups have to change their minds on the irreversible online pfer.

Even the most conservative brand of luxury brand Hermes has officially launched the official website's sales function in October this year, hundreds of dollars of perfume, tens of thousands of leather goods, users can place orders online.

And the cooperation between the luxury giant and the Chinese e-commerce giant will be far behind?

Seeing the younger generation

Electricity supplier luxury opportunities and changes

According to a Bain consultation report, the younger generation will occupy 45% of the consumption power of luxury goods in the future. The average age of Chinese luxury buyers is about 10 years younger than that of foreign buyers.

Recently, the "2018 micro-blog high end consumer influence white paper", which is jointly owned by Sina and Sina hotspots, also mentioned that the younger generation of luxury consumption has become a foregone conclusion and has become an important factor affecting the momentum of luxury goods business.

In this way, Dior and LV cooperate with jitter better.

With the younger generation of consumers gradually becoming the main audience of luxury goods, luxury brands are also adapting to the trend of fashion.

In the 2018, with the constant flow of big shuffle cards, the rise of new software such as jitter, small programs and so on, set off a wave of luxury brand marketing boom: draw energy from friends' circle advertising, micro-blog's "bring goods", tremble video and other social relationships, develop their social value, and form a complete e-commerce chain with their respective technologies.

With the trend and users, the insight of target consumers, and thus changing their marketing strategies and sales channels, all this shows that the luxury brand has changed.

A new 2019 may be the year when luxury electric providers embrace unlimited opportunities and changes.