Luxury Consumption: Win-Win Cooperation Between E-Commerce And Social Media

Whether e-commerce or social media, they are just marketing tools, and their main role is to enable consumers to

Consumption becomes more convenient and easier.

All along, the high-end brand has been honored by many enterprises for its long history, the way of telling stories, the excellent marketing skills and brand building ability.

"Learning marketing from luxury brands" has always been the slogan of many new brands.

However, as consumers enter the digital age, reading social media, such as Facebook and other social media, becomes an important platform for communication and communication.

Great changes have taken place in the consumer and marketing environment. With the new generation of consumers growing up in the numbers, luxury marketing is no longer a cautious attitude towards digital marketing, and the use of social media has even narrowed the distance between the brand and consumers for the luxury electric providers based on the Internet platform.

The traditional consumption is often seen by consumers when they see advertisements or know their brands through friends, which leads to a longer consumption process in shopping malls. In the digital age, from social media to e-commerce, it takes only a few seconds.

Therefore, "e-commerce must integrate with social media communication."

MK's e-commerce mode in the United States is like this: the brand official website and e-commerce website have different interfaces and contents, but they are linked together.

The official website is more like a social networking website that brands interact with consumers. It not only has interesting brand information, the story of celebrities and MK, but also some design inspiration and personal stories shared by the founder Michael Kors.

Through these interesting communication, we can guide consumers into shopping mall.

Similarly, there is a western fashion in China, which integrates the official website and Sina micro-blog of micro-blog MEICI. The official website plays the role of product display and purchase, while official micro-blog integrates fashion information, topic hotspots, and makes use of micro-blog components to interact with fans, making full use of digital platform to enhance customer relationship maintenance and enhance user loyalty.

In addition, the US West fashion has opened the enterprise micro-blog, the micro-blog and the website data get through, regardless of from the promotion angle, the product innovation, the brand communication, all can play the very big role, enhances the digital media the function to the brand socialization community, is a good marketing road.

For luxury goods

In itself, families are racking their brains if they are to maximize their strengths.

For more than 10 years, Net-a-Porter, a well-known British luxury goods supplier, will launch its own electronic magazine every week. It will produce fashionable clothes around a theme, beautiful models, fashionable collocation, exquisite photography, concise introduction of new products, and even a large number of filming highlights or show videos.

But when your mouse stays on a dress worn by a model, the dialog box will tell you the brand of this product and then the link to the purchase page.

In contrast, local luxury electric business is also catching up with the development of new media technology.

For example, the West West Fashion mentioned earlier, besides having M-ZINE similar to net-a-porter, has developed its own App, palm West, which extends products, information and ideas to every consumer. This is perhaps the advantage and business opportunity brought by the new social media.

Currently, luxury e-business websites

It is not only simple to sell goods, but needs to enhance brand reputation and spread brand connotation through storytelling.

Digital marketing can use technology, creativity and other means to convey brand advocacy lifestyle and brand concept.

However, both e-commerce and social media are just marketing tools. Their main role is to make consumers more convenient and more comfortable to consume luxury goods.