In the marketing process of the luxury goods market, we need not to join the "electric Trader"

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Today, just in a science and technology blog to see two articles on luxury goods, the article is more systematic analysis of the current development of luxury electric business industry, and targeted on the light luxury era launched its own comments. Very well written, and I also read some other literature on the basis of these two articles, and combined my thoughts to share the following.

At present, the debate about luxury goods is generally focused on the two point, that is, the luxury market needs not to carry out the platform of electricity and luxury if the platform, what sales elements will pay special attention. On these two points, everyone has made their own comments, and cited Tiffany and other successful examples of the forum, of course, against the luxury of electronic business friends also cited Chanel, Prada and other cases to counterattack. In view of these views, I extracted the main line of thought.

Viewpoint: Supporting the market of luxury goods

Today is an internet age, the real life of a large number of consumer demand has been transferred to the Internet, this is a trend of the times, not man-made results. Therefore, when the phenomenon of online shopping more and more daily, large electrical appliances, luxury goods should be invested in the arms of the electric business. In the face of this huge consumer, luxury goods will inevitably usher in the golden period of their own performance increase, especially now the overall industry of luxury goods is flagging, practitioners need a stimulating point to seek long-term development, this is one.

Second, on the luxury of electronic business, many friends do not agree to many degrees because luxury goods in the logistics, payment means not enough to guarantee. After all, the current laws and regulations on the distribution of luxury goods do not have a complete provision. So luxury is faced with a loss of a person to accompany the awkward realm. However, these hidden dangers will be slowly eliminated, with the state of the investment in the increase, as well as the compensation provisions of the improvement, luxury distribution will not be a problem, after all, this world has a lot more expensive than luxury goods will be distributed, so the luxury distribution is not difficult.

On the luxury payment means such as user experience, I think this is the operator needs to pay attention to, after all, consumer luxury users are high-end users, their pursuit of user experience to equate to the product itself, once a link problems, then the goodwill of the platform is no longer exist. But this link should not be a hindrance to the electronic business of luxury goods, because after the operation in recent years, the domestic luxury website has established the payment cooperation with 19 main banks in the country, also supports the payment method of the goods to pay, the telephone, the Lakara and so on, the payment means is quite rich, moreover the consumer once fancy the brand and the commodity, He was even willing to put up with a certain degree of lag in the means of payment, so from this point of view luxury goods are still driven by brands and products.

Opinion: Against the market of luxury goods

What is luxury, a high-end enjoyment that manifests in the shopping process, if you sell luxury goods online, it will inevitably affect the user experience of luxury goods, as Chanel said, "You have to go to the store to experience them; you need a tailor to fit them according to your size. Part of the Chanel ... ". This is also the main reason why many people do not support luxury electric dealers.

Because in the eyes of some consumers, luxury represents a way of life, through face-to-face communication with sales staff, buyers can appreciate more about luxury brand culture, brand stories, which not only conducive to the consumer's own consumption level, but also conducive to the luxury brand to further prove their brand value. But all of this in the electric business platform can not be achieved, the only thing consumers can do is based on the baby to introduce a few pictures inside a simple guess, and thus determine their own purchase behavior. The purchase process lacks the understanding of the brand itself and becomes a simple transaction, which is clearly contrary to the value of the luxury pursuit of ecological style, thus not conducive to their long-term development, and can not find the value of existence.

At least I think that the existing luxury to the market's focus, its product characteristics are mainly concentrated in the purchase process, which is the main selling point of luxury goods, if this part of the neglect, then the luxury is only the so-called brand effect, and other two brands no difference. The more simple point is that if the platform is realized, then what kind of reasons for luxury goods from consumers to obtain a "high premium" luxury decoration, luxury services, premium experience costs?

Article author: But Le ah, link: Fat Baby supply network http://www.pwapgh.com/, reproduced please give the link, thank you.

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