More Than 50% Of Luxury Consumption Is Affected By The Internet.

Although the industry started slowly, the luxury industry finally realized the importance of digital technology. Although the share of fashion and luxury online sales is relatively small compared to the whole market, Digital technology It will become more and more important, especially for multi brand online stores. This is the conclusion of a recent survey conducted by McKinsey.

Therefore, it is not difficult to understand that when the peak group sold its brand Net-a-Porter, the buyers who wanted to take over included Yoox and Amazon Group!

According to the survey, nearly half of the purchase decisions of luxury goods are influenced by consumers' online content or content. McKinsey & amp; P believes that online sales of women's fashion and luxury goods market share It will rise sharply from the current 3% to 17% in 2018, reaching 12 billion US dollars (equivalent to 11 billion euros).

The steady growth of western developed countries and the rapid expansion in China will be the driving force behind the development of online luxury goods sales. According to McKinsey's company estimates, from 2015 to 2018, the growth of online sales of female fashion luxury goods reached 17% in the US, 18% in the UK, 12% in Germany, and 70% in China.

McKinsey's company believes that after initial hesitation and worry, most luxury brands now improve their acceptance of digital technology. Their products are sold in some markets and even on their own official websites, department store websites and cooperative e-commerce websites.

According to the survey, multi brand online stores are expected to occupy more market share in the luxury goods industry, while the growth potential of single brand stores is relatively limited.

This is because multi brand online stores enable brands to win consumers who do not have time to browse through multiple single brand shops, but also attract small cities or rural residents, who have little opportunity to patronize these brand stores.

This requires Brand Company to divide its own multi brand sales network and single brand sales network, and divide the sales products of both products, so as to avoid overexposure and lead to the loss of brand uniqueness.

The report points out that the right choice of multi-channel sales means that we especially understand the expectations of luxury consumers for their multi brand online shopping experience.

Mutual understanding:

The global collaborative pricing strategy announced before CHANEL is considered to be a smart move to deal with the decline in market revenue. Recently, the French fashion house announced its intention to enter the ranks of e-commerce that luxury peers have always scorned. By the end of September or the end of 2016, CHANEL will launch e-commerce services, and Bruno Pavlovsky, the president of the brand fashion department, revealed that the company is "testing the way", but refused to discuss any details, saying that everything is "too early".

WWD said in its report that CHANEL will launch independent e-business for the three M tiersd'Art tiersd'Art arts and crafts workshop of its subsidiary Paraffection, including glove workshop Causse, cap making workshop Maison Michel and Scotland wool knitting operator Barrie Knitwear. These three hand shop shops are too few, which may be the important reason for CHANEL to build an electric business. "Because there are not many sales outlets, we will be able to provide consumers with a range of products in a range and range of interests. We will gradually connect it with the physical store, "Bruno Pavlovsky said.

In the 2013 Bloomberg report, the CHANEL shop owner once thought that boutique is the core of brand marketing services. "Fashion needs people to see, feel and understand," he said. "Maybe the electricity supplier can sell more products, but it's just sales, not services." In the past two years, CHANEL has faced a change of attitude in the face of the opportunities and sales opportunities that the electricity supplier can bring. "Pavlovsky is also a way to diversify channels," he said. Instead of changing strategy, we need to adapt to development and enable us to serve customers better. In the big environment, even if last year's best performance of CHANEL is all right, will other brands continue?