Prices are never the competitive power of luxury goods dealers

China's luxury electricity business, which has gone through a number of startups and deaths in recent years, finally ushered in a collective landing of overseas Orthodox luxury goods dealers at the end of 2012. Luxury brands themselves have changed their reserve posture, began to compete in the digital space to expand the territory and build a new position. The Yoox group, which is familiar with the practice of electronic commerce and grasps the international fashion trend while maintaining special strategic cooperation with the brand, has stabilized its position after the tide has been scouring the sand. The group of luxury electric dealers, created by Federico Marchetti, Italy, has not only kept its share price growing in the declining financial markets, but the Internet stores have become more powerful, becoming a deep partner for luxury brands. It helps traditional luxury brands to access the digital world of technology, logistics and Internet barriers, the latter provides it with a level of brand sourcing and formal channels. In this ladder-style luxury sales pattern, the overseas electric power provider has undoubtedly brought the disaster and the free education to the Chinese local level uneven "the luxury electricity merchant".

"21st Century": In 2012, China's Luxury goods electric business competition is extremely fierce, many new companies closed down, the overseas luxury electricity dealers appear to aggravate the hot war?

Federico Marchetti: What I've observed is that China's luxury goods dealers are finally getting out of the madness of the last two years and getting into a healthy track. The result of rational development must be diversification of demand: in Chinese market, the traditional luxury discount strategy is still effective and still occupy the main body. The Yoox group, which brought the world's 12-year yoox.com into China in October 2012, has successfully validated my inference in 2 months: A growing number of fashion enthusiasts are willing to pay for niche designer brands and some of the more fashionable and updated pop items. For example, Thecorner.com.cn offers such a novel and unique platform, through the exclusive brand "Mini shop" to present the season's latest fashion series. One of the most obvious changes is that when we started 12 ago, the fashion world and the fashion brand are very different from today. The big names were so disgusted and skeptical about online sales that we had to spend a lot of time trying to convince them to open a shop online because of the sense of texture. Today, all brands want to carry out e-commerce, creating a high-level shopping atmosphere and luxury experience as a topic for everyone to discuss.

"21st century": from a global perspective, the future of luxury electronics manufacturers will be more emphasis on creativity rather than simple product channel sales? For example, the ipad Magazine, offline media, pop-up store, and many other forms. How do you see the trend change over the next decade?

Federico Marchetti: When it comes to the idea of a luxury electric dealer, you may already know that Pitti (the Italian menswear show) has re-established a partnership with the Yoox Group, and we have planned a promotional campaign for this: by Italian fashion reporter Angelo Flaccavento selected 10 men's wardrobe essentials for sale at Yoox's thecorner.com. The future of the Chamber relies on a variety of multimedia applications, including fashion movies, interactive fashion shows, exclusive designer reports and interviews. For example, every year, we will design a new shape for the Web Store to make it more beautiful. Again, prices are never the competitive power of luxury goods dealers. As the first overseas electric dealer to enter China, my view on the future is that big brands will focus more on their single brand's online performance. I believe the best internet age has not come, such as the leading growth of mobile commerce, especially on the ipad and other tablet devices. That's why all our sites are optimized.

"21st century": according to your observation, China will become the future of luxury goods dealers market? What changes have taken place in the concept and buying habits of China's new generation of luxury consumers?

Federico Marchetti: Now people are living on their computers, mobile phones and desks, and I'm more curious to see what lifestyle changes people make if the growing world of cyberspace means that the new generation is increasingly needlessly living in big cities. China's luxury consumers are very young, 80% are below 45 years old, the proportion in the United States is 30%, in Japan is 19%. Overall, luxury goods and networks are a growing element in China's new generation of markets. The special point is that the number of men who buy luxury goods online is 1/3, and women account for 2/3, which is the opposite of the data in China.