Luxury electric Shangyuan: A number of brands flooded into the fear experience is not the scale

At the end of November last year, Giorgio Armani announced that it would launch an E-commerce channel emporioarmani.cn in the Chinese region. With the opening of the Internet store, Armani became the first high-end fashion brand to launch online stores in China.

The Yoox group, which also announced the landing in China almost at the same time. emporioarmani.cn, the Internet retailer that sells global luxury brands, operates 23 single branded official flagship stores and more than two branded online stores. The company expects to enter China with 3 to 4 online stores in 2011. As a result, some people compared 2011 to luxury online sales of China's year, "luxury E-commerce" era seems to be coming.

It's easy to know that previously printed, expensive fashion magazines were the only places to sell luxury goods: They were big, beautiful, and targeted at specific consumer groups. But now, times have changed. People just submit a text on the website and get a small bottle of advanced cosmetics trial. On the ipad, users can download Gucci, Velentino and other brands of app Software, and the enthusiastic Sina Weibo, also has a LV figure.

The trend of luxury online marketing is largely rooted in the younger trend of Chinese luxury consumers. According to McKinsey, China's luxury consumption is different from other markets, the most prominent feature is the age: 73% of Chinese luxury consumers less than 45 years old, and this proportion in the United States only a little more than 50%. Among them, the proportion of luxury consumers under the age of 35 in China is 45%, compared with 28% in Western Europe. Meanwhile, McKinsey expects luxury sales in China to reach $27 billion trillion by 2015, surpassing Japan as the world's largest luxury market. By then, up to 20% of global luxury sales will come from China.

This is undoubtedly a tempting cake. But unlike in the past for introverted, low-key middle-aged people, this time, international luxury brands face a young and restless market. These young people are less reliant on traditional media, and their main means of acquiring information is no longer the old and elegant magazines, nor the historical origins of luxury brands. They are accompanied by the Internet growth of a group of people, playing SNS and also buy LV handbag.

"In this case, the strategy of luxury brands in the Chinese market must be different from other markets, they should pay more attention to the value of new media." "Young Chinese consumers spend a lot of time collecting brand and product information online and reading comments about products," said Atsmon, a McKinsey global director. As a result, brand makers can use social media organizations to monitor and respond to consumer online conversations and participate in discussions. "It is reported that the social media company CIC has detected more than 330,000 online reviews on luxury goods each month, and these numbers are growing."

In addition, the Internet to attract these brands is another reason, "it is more than the form of paper media richer, and more conducive to the brand to collect and guide consumer behavior." Imagine, if a carrying more than 10,000 yuan LV handbag model motionless in the smooth cardboard, even if the advertising design is exquisite, photography impeccable, and not as strong as the site's dynamic video temptation.

In the view of Yoox Group CEO Marchetti, "Technology is making virtual shops attractive". 10 years ago, online shops were filled with boring web pages, and now they offer a wonderful shopping experience. For example, the consumer sees on the website is the product picture, but by clicking the picture to be able to understand the product behind the story, this is very difficult to do in the entity shop. "Also do online stores, there are different practices, luxury shop is a beautiful and functional combination." Obviously, you don't buy luxuries on Amazon because it doesn't give you a luxury shopping experience. ”

Even so, when traditional companies flock to the web, high-end luxury brands are still wary of the internet's choices. What they are worried about is whether luxury goods into the web can also be called luxuries.

You know, luxury brands have a unique shopping experience--including well-designed shop windows, a deliberately arranged display of goods, a courteous salesperson, and a ubiquitous atmosphere, while online, the process of buying a luxury item is not much different from buying a grocery, it's all just a simple click. From the emporioarmani.cn, there are no discounts on packages and clothes, and there are fewer styles and sizes. In addition to charging 15 yuan for the delivery fee, clothing style online and offline is not synchronized with the update. It seems that Armani online e-commerce is not to immediately cut into the online market, but to make up for the inconvenience of shopping in the three or four-line city.

It is based on the worry of shopping experience, the entire luxury industry network advertising and E-commerce has not yet formed a scale. In McKinsey's view, luxury brands need to be in the brand positioning and general site value of the flow between the choice to make the site become a more high-end, pure, professional display platform, "the site is visually luxurious experience must be high enough to use some picture stories and historical materials to enhance the shopping experience." In addition, you can train a group of brand ambassadors, through them to manage some community websites, to the people around the brand value. ”

In other words, the network channel can become the luxury line store supplement, providing images, pictures, music, historical files and other more abundant resources. What brands are now trying to do is to convince consumers that buying online and serving online is not the same thing.