Indulge In Self Admiration, There Is No Future "Luxury Altar".

The name of real luxury may belong to some super high-end brands, which compete with raw materials and special services.

Today, Burberry's popularity in China proves how wise this choice is.

Its camping in Tmall also made many people eliminate the fear of online luxury fakes, and paved the way for the successors.

I wonder how Louis Weedon will consider the sale of China's official website so far.

When it comes to embracing the Internet, we have to mention it.

It was first involved.

And the new media, and profit from the luxury brand.

Burberry's live webcast shows so vividly that at the time, other luxury goods were still immersed in traditional marketing methods.

Is it true that identity exists only in boutiques? This argument may have worked 10 years ago, but now everything has changed.

"Remember when I first decided to buy a big bag, I really stayed in the shop for a long time. I tried a lot of money, and the attentive service of the salesperson was around me. I felt really good at that time.

But now, there are nearly twenty kinds of big bags in my family. Buying bags is not the same thing at the beginning. I know exactly what I want. When I search the Internet, I'll finish the order and get a high efficiency.

Leona, 35, works in a foreign company. In her own words, consumer luxury goods have changed from "white mouse" to "old lady". "Now, I don't want to shop very much and how to make it convenient."

This is also the result of luxury customers' cultivation over the years. A group of mature guests have skipped the stage of "everything needs to be in touch".

"Chanel's move into the electricity supplier is right, because today's lifestyle and consumption habits of consumers have changed, and luxury goods will lose many opportunities if they do not touch the net," he said.

Zhou Ting, President of Qian Bao think tank and President of the Institute of wealth quality, said: "now it seems that Chanel has made a big deal. Its global parity strategy is actually preparing for the on-line business."

Why luxury goods choose the net at this time? In Zhou Ting's view, in addition to the general trend and changing ideas, it is also related to the technology of the Internet.

"A few years ago, they did not dare to move because many Internet technologies were not enough to support the demand for luxury goods, but now they are ready."

Zhou Ting said, "for example, 3D printing and other auxiliary technologies can help luxury goods accomplish high demands for guests."

Zhou Ting said that Chanel had previously guessed that the first thing it would do was start with customized business.

"First of all, customization is the trend of high-end groups, and customized business is very effective for maintaining old customers. This is also a requirement to enhance customer stickiness."

Zhou Ting believes that in the future Chanel will have two polarization trends, one is the high-end production and consumption with customized business as the core, and the other is popular products, that is, high-end products.

And do you need boutiques for these old luxury goods? The answer is yes.

Because offline shop is the place to provide experience, take custom business as an example. For the first time, clothes shop will leave your personal data, and later consumption can not come to you personally, but stores also offer "welcome to come at any time".

Chanel has clearly expressed its wishes, Bruno Pavlovsky said: "now we use digital way to present products, so that more and more people are willing to come to boutique to see our products, touch products, and try products."