Luxury goods and electricity dealers, is it really the enemy of life and death?

In the vertical electric business, the luxury electric business is one of the most bitter of the life, last year, closed the closure of the layoffs, layoffs, anyway, is negative news constantly. At that time, even people in the industry concluded that luxury goods and electric dealers are inherently two genes, completely out of match, can not go together.

There is indeed some truth to this statement.

1. Electricity dealers = cheap, this concept in the hearts of many Chinese consumers have been deeply rooted, but luxury businesses are not willing to discount, after all, the sale of this thing on the brand image damage. So even if there is no stock to sell, many manufacturers would rather throw away than to move to the internet for sale, and to defend the brand premium.

2. Consumers buy luxury goods, not only the goods, there is a sense of VIP, this line and offline gap is too big, and almost impossible to catch up. Online, such as the LV Shop in Hong Kong, the store limit of 100 people, you see a bag, refers to a point, the clerk to bring the bag down with white gloves, handed you to try back. You have bought, people take out a very beautiful packaging bag for you, and finally there are beautiful girl smile like flowers to send you out. On the line? You are nothing but a pile of pictures, and then a single, a few days, a dusty express uncle to knock on the door, and then handed you a tape wrapped around a few laps of the box, do not have the box is broken ...

3. The most sad reminders, the main consumer group of luxury goods, the price is completely insensitive, people are not bad money, there is no interest in the Internet to Amoy bargain bargains.

Is it true that luxury goods are electrical insulators?

Luxury goods dealers are hard to do, but they may not be that bad. Recently and Crown Group (Taiwan brand, more than 60 years of history, main bags, the general manager of Jiangxiyi in-depth exchanges, a few days ago they took out 30 in the days of the cat 8000 of the trolley box to pre-sale, the results 35 days sold out, although more than 200,000 in the days of cats is not what big business, But the high end of the trolley box can be so good to sell, this matter still let them more pleasantly surprised. Of course, the crown is not the first line of luxury brands, but 8000 pieces of a trolley box, anyway, I think it is a luxury price of dongdong.

Exchange down, my feeling is the luxury of electric shock, not entirely can not be, the front three problems seemingly or some can try to break the path.

1. Luxury goods do not like discounts, but in addition to cheap, outstanding goods, the electrical business is not a point of other use it?

The Crown this use of the sales method is the first pre-sale, this 8000-piece trolley box known as fingerprint out of the box, the world's first, but also specifically to find the spokesperson Wu to the platform. Network first, this is tantamount to avoid and offline parity, will not impact the price system under the line, and pre-sale, the next single reproduction, equal to C2B, can solve the inventory problem. Practice has proved that the selling method is still more effective.

Electric business This channel, in fact, is to narrow the distance between the business and consumers an important means, online, consumers to direct to the manufacturer to ask, usually more difficult, the middle still separated several layers of people, but online, this is much easier. So the high-end brand can borrow the electric power channel to try C2B. Although, "electric quotient = cheap" This concept is very popular, but the main trend is that the power of the channel has become more and more mainstream, now spend a year on the internet a hundred thousand of of things to buy a lot of, and, the most important is the consumer in the power of the platform on the demand more and more, Cheap may be the most important claim for a long time, but it is definitely not the only one.

For example, a luxury package, the line is sold under the black or white, on the line, I said Red Blue green as you choose, you can also carve an English name, for the pursuit of personalized white rich Americans, Mo said the original price, I'm afraid to add some money, there are people willing to buy.

2. The online experience is really bad. But what about O2O?

You browse the shop online, send you a 100-yuan offline voucher, of course, the name can be done well, what VIP privilege to enjoy Platinum Card class. If you use it offline and send you 1000 more days of cat points, you can go online and buy things. Online is not a confrontation, but the formation of interaction, to help consumers stick to the consumer.

According to the information I get from Ali, they are now building membership systems, and Ali wants to have a certain degree of docking with the affiliate system under the brand. For example, Ali the annual consumption of a category of the highest number of those 1 million people to find out, to provide high-end brand, and then to the merchant to get a CRM system, to help them on the day cat platform to do member management. No accident, this set of things will be launched in the second half, if the system is well built, on the part of the most purchasing power of the target group, luxury brands will believe that the desire to improve, O2O effect may be better.

3. The final question is that the main consumers of luxury goods and net-buying crowd have low coincidence rate.

This problem seems to be the hardest to solve at the moment, but it may be the best solution in the future. Now like online shopping, twenty or thirty of small white-collar workers, and then struggle for five years and 10 years, economic strength has increased, not naturally become high-end goods consumers, this time, I believe they still like and the habit of online shopping. Consumer attention, buying habits are moving to the Internet, which is an unstoppable trend.

According to Jiangxiyi, he is five years 10 years or even 20 years of time span to see the problem, the fancy is brand building, not a month or two sales. They are also selling well under the line now, so they don't expect to be able to match the online sales to the next three-moment. Electric shock, the key is to solve a potential crisis, that is, they and young groups lack of contact, a few years later, when these people can afford to buy 8000 of the trolley box, but do not know the crown of the brand, it is not blind?

At least the electric business platform, you can show the content or more, online, shopping guide with you two minutes, estimated that you are annoyed, but online, sow a Wu film to show you, perhaps you are quite happy.

Of course, there will be some brands, such as LV, it is very famous, not in the electricity business of the brain toss, brand or ringing, every day, customers like cloud, consumers are not afraid to buy expensive, afraid to buy. But think about it, how many brands like LV, 10 fingers Shang? In addition to the most pyramid tips for those who do not worry about selling luxury brands, other high-end goods, or can try the electrical business.