Multiple luxury brands to enter the domestic electricity business platform discounts to 50 percent

"Sale Inside" clothing Department of Goods recently entered the summer discount season, many luxury brands also began low-key discounts.

Yesterday, the talent of Miss Chen told reporters excitedly, Swire's many luxury brands are on sale, "Ferragamo special counters have some merchandise 70 percent, I was in Hong Kong fancy a wallet, in this side after playing 70 percent after the price is quite, then almost buy another." ”

Reporter visits found that in Swire, not only the Ferragamo brand, including coaches, Bally and other brands have different degrees of discount.

Wen/journalist Zhouhui

"Luxury brand discount season 50 percent-70 percent is no longer a new phenomenon." Yesterday, industry experts told reporters that with the gradual expansion of luxury brands in China's retail market, many brands began to adjust the global market strategy, some brands are at home to go online for sale. However, experts said, "Whether it is closing or turning on the front there is a disguise to reduce the taste of the price." ”

Phenomenon One:

Coach North America will close 70 stores

Recently, the news of the continued decline in the performance of the U.S. brand coach began a global channel restructuring. According to reports, coach recently announced the implementation of the transformation plan, restructuring the Global Shop network, will close 70 North American shops, and warned to the end of June next year, revenue will be with mabhida double-digit decline.

Sales in North America fell 21% per cent in the first quarter of March 29 this year, the fourth consecutive quarter, with forecasts of double-digit declines in sales or opening for 1 years as of June this year, according to earnings reports. By the end of June last year, coach had 351 stores in North America, 193 in special stores and 70% in the North American market.

Prior to that, there are senior consumer analysis, the brand's own problem is their own Austrian hit the brand. Analysis shows that, in addition to the problem of channel building, the brand is now facing one of the problems, the original brand market positioning and the current market brand structure dislocation.

Recently, and coach in North America close 70 stores are Louis Vuitton China's largest stores in Chengdu, operating area of 2600 square meters. Industry insiders pointed out, "this undoubtedly more confirmed the luxury brands to speed up the pace of expansion of the two or three-line cities, the siege of the mainland market strategy." ”

Phenomenon Two:

Luxury brands to enter the electric business platform

Online shopping is often the impression of "discount" and "bargain" places, but many luxury brands began to go online for brand promotion and product sales.

First luxury brand Burberry this April officially settled in the days of the cat, then the British fashion brand Asos joined, and then come is Lauder announced and day Cat cooperation, and confirmed that the cat for its China only authorized sales of authentic Third-party electric business platform. More than 2012 years earlier, Ferragamo has announced a partnership with the catwalk network and has opened an online official authorized store on the catwalk.

"It's not so much a helpless thing as a situation." "Luxury industry observers point out that, on the basis of their own channel sales decline, E-commerce has developed rapidly and become a trend." Luxury brands say that in order to further expand the market in the luxury retail market, they are willing to go online, on the one hand, brand promotion, on the other hand to do sales. The accompanying data has undoubtedly proved its judgment, with the 10 million-dollar turnover of the flagship store in June, and the simultaneous growth of sales under the line. Burberry opened 18 days, sold 132 items, for the average unit price of more than 5000 Yuan brand, this number is not low.

Trend：

Big brand self-built platform

Small brands rely on the strength of power dealers

Zhou Ting, dean of the Wealth Quality Research Institute, said that the future of the luxury market will be polarized trend: on the one hand, the big luxury groups will build their own platform, and the brand into their own electric business platform to do On the other hand, more and more family brands as well as some of the top minority brands because they do not have the strength to do their own electricity, will rely on the target market with the strength of the platform-oriented enterprises to do.

Problem：

How does the electrical business solve the consumer experience?

"At least thousands of thousand or even tens of thousands of things, I can not see touch, directly on the internet feel fit on the list, I can not accept." "The talent of Miss Chen told reporters that she knows a lot of luxury brands with the electric business site cooperation, some brands even launched the official website sales of the electric business platform." In her view, it still takes time for the luxury goods to be diverted to online consumption, "If all is bought online, there is no sense of luxury consumption experience." ”

In fact, Miss Chen's doubts represent the views of many luxury-goods enthusiasts and the skepticism of professionals. Many also point to the fact that luxury goods are a luxury and that the top service and sensory experience they can enjoy in the process of consumption is an essential element, "but this seems to be hard to achieve in the electricity business, and it is difficult for consumers to accept this approach once they are not comfortable." ”

There are also professionals worried that if some luxury brands on the site to carry out multi-directional publicity and advertising, it is likely to lose their high consumption capacity of the customer base. There are insiders to the reporter frankly, "the so-called luxury is the desire to want goods, and goods must have a certain degree of visibility will be desirable, for this one area of consumers, education is also very important." ”

Data show that last year, China's electricity market turnover of more than 10 trillion yuan, Internet retail sales reached 1.8 trillion yuan last year, compared to 2012 growth of nearly 40%. Industry insiders predict that China's online retailing will become a battleground for all major luxury brands.