What'S Wrong With Luxury Brands Who Used To Stick To The Principle Of "No Electric Shock"?

The luxury brand Alexander Wang attracted widespread attention last time, selling a "vegetable basket" with McDonald's cross border to 5888 yuan.

Today, Alexander Wang, who is good at playing cross-border Wang, has entered the flagship store of the Chinese brand, the first flagship store in China's e-commerce platform. Shop products are divided into clothing, shoes, bags and clothing with several categories, in addition to the introduction of Tmall exclusive bag and clothing. At present, Alexander Wang Tmall flagship store has more than 2 fans.

Choosing China, behind the layout of the electricity supplier, is China's contribution to the global luxury sales share.

Bain consulting pointed out that global luxury goods sales in 2019 amounted to 310 billion US dollars and China contributed 35%. The annual report on luxury goods digital marketing, released by McKinsey consulting and Fondazione Altagamma of Italy Luxury Association, predicts that the online luxury goods sales market share will turn to 12% in 2020, and this proportion will rise to 18% in 2025, which will make the electricity supplier the third largest luxury market in the world after China and the United States. In 2018, China's luxury online sales volume was $5 billion 300 million, an increase of about 37% compared with 2017, accounting for more than 10% of China's luxury market share.

In the past, the luxury brands who insisted on the principle of "no electric shock" had to bow to the reality in the face of the pressure of consumption digitalization and store performance. The arrival of the epidemic will undoubtedly make more luxury brands into the embrace of the electricity supplier.

As a giant of the domestic e-commerce platform, luxury brands can not bypass Tmall. Alexander Wang was only one member of the Tmall army during the epidemic. The luxury brands who entered Tmall with Alexander Wang before and after had Prada, Cartier, GIorgio Armani and Miu Miu. Meanwhile, Jingdong also ushered in the luxury brand Delvaux in early March, which is the first online flagship store of Delvaux.

Luxury brands are developing e-commerce business. Correspondingly, the electronic business platform will not give up the big cake of luxury market.

Prada and Miu Miu, which opened in Tmall, are not the first to enter the Chinese market. As early as June 2019, Prada group's Prada and Miu Miu had already taken the lead in the domestic luxury electric business platform Temple library, and then opened flagship store in Jingdong. Behind this is the layout of the luxury market in China's e-commerce platform.

Alibaba launched its luxury platform Luxury Pavilion in Tmall in 2017, and Jingdong owns its luxury electronics business platform Toplife. The temple library is the only luxury platform currently available in China. Farfetch, a British luxury business platform holding Tencent's $1.25 investment, has also joined the battle. Not long ago, Jingdong's Toplife was integrated into Farfetch.

China's luxury consumption capacity has been proved again and again. The arrival of the epidemic may accelerate the layout of this multi tangle luxury electric business.