Whether Or Not The Luxury Brands Like Deer, Electricity Providers And Prada Have Different Attitudes.

< p > luxury goods are electronic commerce (hereinafter referred to as "e-business") insulator or luxury electric business is the trend of the times. On the other hand, Mucia Prada has publicly expressed its strong opposition to the electricity supplier; Chanel President Bruno Pavlovsky2012 published the "brand strategy" in an interview in October. If you want to buy Chanel bags, a target=, _blank, href=, "shoes", shoes and shoes, at least in the next 5 years, shops are the only choice.

On the other hand, in August 2012 PPR (now renamed Kering) group and Italy e-commerce Yoox set up a joint venture company, Richmont group Net-A-Porter recently high profile landing in China.

All this is confusing.

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< p > Prada and her husband Patrizio Bertelli (CEO of Prada) hate the electricity supplier. Prada thinks it is annoying and complicated to let customers pick up the goods on the Internet and then send them to them.

Prada's view has its approval and its opponents.

A large number of luxury brands are still reluctant to do business. They believe that online sales will weaken the brand's "luxury sense" and lose face to face communication with customers. Especially, the electronic business platform has destroyed the opportunity of luxury brands to introduce brand culture, brand stories to customers, and prove brand value.

In the face of a single commodity picture and price, even if there is a purchase behavior, the lack of brand culture indoctrination is bound to be a pity for the long-term development of VIP and even luxury brands. The luxury luxury decoration, luxury service and respectable experience of luxury goods are also not attached to the electronic business platform.

If so, why do customers want to spend a lot of luxuries that exceed the value of the product? So Chanel President Bruno Pavlovsky earnestly urged consumers to "wear Chanel a target=" _blank "href=" http://www.91se91.com/ "> clothes" /a ". You have to go to the store to experience them; you need tailors to make them fit according to your size, which are part of the Chanel.

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Less than P, on the contrary, the luxury brands that support the development of e-commerce are looking at the expansion of the electricity supplier's sales channels and the change of people's shopping methods in the future.

With more pioneering ideas and advanced technology to cater for the electricity supplier era, many luxury brands are now thinking.

As the first Tiffany company to launch luxury electric business, as early as 1999, their e-commerce platform helped Tiffany to reach customers who had not yet opened local boutiques in the central part of the United States, and became the first luxury companies to taste the sweetness of "electric business". Nowadays, Tiffany has set up online purchasing platform in 13 countries all over the world. In 2012, the income of e-commerce platform accounted for 8% of the total annual income of the brand.

In Tiffany's view, online sales can bring good profits, but what's better is that the electronic business platform helps their boutiques attract more customers to enter the store, which has more advantages.

With the increasing diversification of consumer habits, online and offline consumption is more commonly influencing and pforming each other.

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The advantages of P are, how can we make up for the defects? In order to control the outflow of all the information of brands and products, large luxury groups have been using "exclusive electric business housekeepers" to serve their numerous brands, so as to reduce the consumers' misreading of brands due to electricity providers.

For example, after the joint venture between PPR and Yoox, its flagship Bottega Veneta, Saint Laurent Paris, Alexander McQueen, Balenciaga and Sergio Sergio brand official network flagship store are all built in the joint venture company. Meanwhile, the professional e-commerce experience can provide customers with an extraordinary online shopping experience.

To increase the added value of luxury goods online, you can add more editorial content, like Net-A-Porter, to produce Style book, which is no less than professional magazine, or launch limited edition products to attract customers. For example, Yoox asks John Malkovich and DSquared2 to design goods specifically for them, and can also work hard on services, such as providing more high-quality logistics services that match products, and so on. There are still more ways to expand and consider luxury brands.

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< p > last talk about China's luxury electric business market, which is very special and mysterious in the global perspective.

Despite the huge potential of China's luxury goods market, according to Bain consultancy data, the sales of luxury goods in Greater China in 2012 amounted to 181 billion yuan, becoming the second largest luxury market in the world after the United States. At the same time, AI consulting predicted that in 2015, the scale of online shopping of luxury goods in China would reach 37 billion 240 million yuan.

But under the temptation of huge market profits, there has been a large number of luxury electric business in China in the past three or four years.

Among them, Chinese consumers are more dependent on overseas purchasing or overseas purchases of luxury goods, the low credibility of the electricity supplier, and the instability of the supply channel of e-commerce, all of which are the causes of heavy losses to the electricity supplier.

For China's special market, the degree to which luxury electric providers can go is hard to judge, and we need to wait and see.

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