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Boboli'S Tmall Dream Is "Death" Or Innovation?

2014/6/8 22:29:00 57

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although in recent years, China's high-end a href= "http://www.91se91.com/news/index_s.asp" > consumer market < /a > shows a trend of overall sluggish development, but this obviously has not blocked the international brand's vision and confidence in the future development of Chinese market.

At the end of April, ASOS, a well-known British e-commerce brand, and Burberry, a luxury brand, announced their presence in Tmall Mall (hereinafter referred to as Tmall), which has become Tmall's highest brand since its beginning.

"luxury brands are generally cautious about developing online businesses, and they are also very strict in screening e-commerce platforms, mainly because they are afraid that some of the e-commerce platforms based on low prices will damage their high-end brand image."

Yang Dayun, President of UTA Fashion Management Group, said.

indeed, Stefano Sassi, chief executive of Valentino (Valentino), said in an interview that its brand would never enter Amazon, mainly because of the maintenance of brand image.

In addition, Stefano Sassi also firmly believes that those who shop on Amazon and those who consume Valentino brand are two different customer groups.

for this, "big tall" Bo Boli chose to enter the "cost-effective king" Tmall at this time, what is the basis for consideration?

"death" or innovation?

early June, the data cube announced the sales of Burberry May in Tmall. The data showed that the price of Boboli women's clothing was 536 yuan, the number of pactions was 17, while men's clothing was not sold.

data was released immediately and was used by many people to prove that Burberry failed to test Tmall.

And the experience of 2012 young luxury brands in Tmall has also convinced many people that the development of the international market by Tmall is not feasible.

Less than P, is it true that Boboli's presence in Tmall is a self - destructive action or a brave innovation?

In fact, P has always been an innovative pioneer in the traditional luxury industry.

We plan to build online shopping platforms, participate in social media interaction, show digital applications, and project cooperation with technology companies.

Bobury continues to expand its influence on young consumer groups through digital innovation.

P, Tmall's head of public and customer communications, told reporters that Burberry has been seeking to optimize the brand customer experience, which includes both offline and online.

With the increasing digitalization and mobility of luxury consumers in China, Boboli will be able to cover a wider range of Chinese luxury online shoppers through cooperation with Tmall.

, Zhao Weiguo, director of the Department of art and design of Zhejiang Sci-Tech University, said that with the increasing impact of online platforms on offline channels, the traffic volume of many shopping malls is decreasing.

In this regard, Bo Boli chose to enter Tmall at this time is also a good choice, in the consumption of more places to find more opportunities.

"A lot of international brands are stationed in Tmall, all of which are directed at sales of about 30000000000 yuan a day."

and the well-known British electricity supplier brand ASOS stationed in Tmall's initiatives, apparently also confirms Zhao Weiguo's judgment.

Wang Yiqun, general manager of ASOS Greater China, also made no exception to his motives for entering Tmall. "Entering Tmall will help us get through the sales channels of ASOS in the Chinese mainland market and enhance the brand awareness of ASOS," he said.

At the same time, along with China's increasing anti-corruption efforts in recent years, the market for luxury goods has been greatly impacted. The consumption motivation and consumption groups of luxury goods are changing constantly. This also requires that luxury brands have to adjust their operational strategies in the Chinese market in the past. P

"before we buy luxury goods mainly for gifts, and now the consumption motivation is more for personal use."

In this regard, Yang Dayun believes that starting from the needs of consumers is the key to the future luxury goods to win the Chinese market, and the introduction of online shopping, to a large extent, takes into account the convenience of consumers shopping.

At the same time, by developing Tmall's online sales channels through Tmall, it is also important for Boboli to catch young consumers in China.

Bobo Li has conducted a market research for luxury consumption crowd. The survey shows that the average age of mainstream customers in developing countries consuming luxury goods is 15 years younger than that of consumers in Britain and America.

The main consumer group of Tmall is concentrated in the age of 22 to 35 years old. This has obviously promoted the influence of Bo Bailey on expanding its target customers and targeted marketing.

but after finding the target audience, will bo Boli develop smoothly in the future? Will the sale of discount products on the line have a great impact on the sales channel under the brand line?

balance online and offline > /strong > /p >

for Boboli's product category sold in Tmall, Tmall public and customer communication department responsible person told reporters, mainly including windbreaker, < a target= "_blank" href= "http://www.91se91.com/" > dress < /a >, accessories, bags and fragrances and other products.

In terms of online product selection, it is mainly based on two criteria: one is the upgraded version of classic version (including the brand new season), and the other is the product that can not be bought by non authentic channels (such as parallel products). Two

The official told reporters that the products sold by Tmall did not compete with its products in Ortles, because more sales in ortlees were over season styles and inventory.

for this reason, Yang Dayun believes that Boboli will not consider whether it will affect the sales of offline outlets under the market.

"At present, most of the outlets in the country are not directly run by the brand side, and their products are also mixed. Besides the over season products and inventory of regular channels, there are also many goods that are obtained by other means from other sources at home and abroad.

Therefore, the impact of online sales on China's Oteri J has never been considered by boboley. "

At the same time, Boboli's presence in Tmall will form a good complement to the current offline channels of the brand P.

"Tmall is mainly targeted at consumers in the three or four tier cities, and Boboli just can take advantage of Tmall as a platform to expand the development of the three or four line market, and complement its existing entity channels in the second tier market."

At the same time, Yang Dayun believes that Tmall will also play a very good role in regulating its online sales channels.

"There are a lot of fake brands and goods on Taobao, and the quality of goods on the online channel is also mixed. Bo Boli chooses to enter the online market on the platform of Tmall, which will play a certain deterrent effect on a large number of fake products sold in Taobao."

the key is to experience .

from the overall situation of China's current electricity supplier development, most people choose to buy products online because of price driving.

In this regard, luxury goods to the online platform to achieve better development, obviously there is still a way to go.

but for the future development of the electronic commerce platform, the relevant person in charge of Tmall is full of confidence. He told reporters: "in the future, the consumers of electric business will pform from price sensitive to service sensitive. As far as we know, the demand for services of the second-line consumer groups far exceeds the services provided by the electronic business platform.

In order to satisfy these people, the future electricity supplier will have a better experience in terms of service, quality and diversity.

to make consumers pay for the higher premium of luxury goods, it is very important to provide a good consumption experience.

For this point, Boboli also has a long way to go.

although Boboli has been stationed in Tmall for more than a month, its "nearly 30 days return rate" is a big surprise: the number of returns is 32 times, the return rate is 26.4%, which is much higher than the average value of 7.21%, and there are 3 times of complaints.

In this regard, upgrading shopping experience is very important for Boboli's future online development.

no matter what the development of bolberry in the future "a href=" http://www.91se91.com/news/index_s.asp "Tmall < /a", in Yang Dayun's view, as the first luxury brand to eat crab, it has produced a great promotion effect in the Chinese market, and this entry is also a low input and high return publicity.

"From this level, bolberry has succeeded."