Online Shopping = Cheap Goods, What Do Chanel Do?

In the public impression, the important advantage of online shopping is the low price. Especially in the Chinese market, consumers are highly sensitive to the price of luxury goods, resulting in fierce competition in the domestic e-commerce platform.

This is also the reason why luxury brands have been more cautious about touches.

Before that, luxury brands went to Tmall, Burberry, COACH and other international brands.

Ma Yun's "Marco Polo plan" also expressed the intention to put Italy brand into Tmall, and continue to make big outside the electricity supplier.

But sales figures show that the big players on Tmall are dismal.

According to sources, the sales volume of Burberry Tmall flagship store is only about 5000 yuan a month.

Beijing Business Daily reporter login Burberry Tmall flagship store found, merchandise

The sales data of pages and merchandise pages have been hidden. Sun Yafei, CEO and founder of Fifth Avenue, said Tmall was making a move to Burberry.

Why did Chanel choose to publish new products on the Net-a-porter luxury website this time? The analysis of the wealth Quality Research Institute shows that "releasing new products" is a name, but actually it is to test the water.

And show caution.

In fact, luxury brands are afraid of electricity providers to accelerate the process of its brand popularization, and fear that the electricity providers will rely on them to rely on the offline channels, and worry that the existing product lines may not be the most suitable for online sales.

After careful attempt, we will march forward vigorously.

although

Unifying global prices, but it does not mean self dropping. Choosing a mature full price luxury electronic business platform means that Chanel will not take the price as a gimmick. After the end of the event, the goods will be removed and moved to stores. The flash release will also reduce the cost pressure. Even if the effect is not good, Chanel will be able to retire completely.

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What are the obstacles to the development of Chinese men's clothing? How should we customize the models of international men's clothing? What aspects should we take to develop men's clothing? How should we develop the synergy of trade associations, fashion media and brand enterprises to lead the demand for garment tailoring for high-end consumption? A few days ago, a big discussion on how to make revolution in the Internet era of the garment manufacturing industry was launched in the hawk 2015 China menswear custom development forum in Shanghai.

The big coffee industry in the industry shared with the industry the pformation and crossover of traditional brands in the Internet age, the opportunities of disruptive innovation in clothing industry, the experience and experience of the dragon cloud customization and cloud customization platform, and the garment customization mode.

The forum is exclusively sponsored by Eagle enterprise, and is hosted by China Fashion Association and China Fashion Association men's wear Specialized Committee.

Zhang Yunlan, President of Qingdao red collar Group Co., Ltd. said, "on 2015CHIC, I spent more than an hour to squeeze in, and my shoes were trampled out several times.

In the crowded process, I suddenly felt that the spring of the clothing industry has arrived, so many people come to visit. "

Zhang Yunlan said that the entire market has undergone some changes. The red collar has put forward the market format of C2M, that is, the integration of the Internet industry and industry and commerce. The so-called C2M is that consumers put forward personalized demand at the terminal and directly convey to the factory, which is satisfied by the factory side. This is the trend of future development.

"In a professional industry, such as suit industry, the intellectualization of panel making is inevitable. In the future, the boards are free and can be downloaded by themselves, making a version for themselves. Consumers can choose fabrics at random, and styles, designers, manufacturers can also be adjusted freely, and then make a set of consumers' own clothes.

This requires digitalization as a support to link the entire industrial chain. "

Heng Long for the industry (Hangzhou) Co., Ltd. chairman Lu Xinghai said.

For personalized customization, He Guanbin, founder and CEO of Evo global custom limited, said that the future should be customized, because consumers like personalization.

"Starting from the Internet, lowering the cost of products, imagine that the price of tailored clothing in the future will be cheaper than that of buying garments. The waiting time will be very short. The morning will be finished and the door will be delivered to the door in the afternoon.

In the future, we will buy some customized clothes and make a few random calls on the phone. We will do well after the self timer. We do not need the master to give the volume. I believe it will be realized soon. "

"Today's market is very capricious, customized customers are also capricious, and capricious is the personality of free play, so we must adapt to the custom-made market capricious, let our customization more capricious."

Li Haizhen, assistant manager of Beijing Ya Di Lang Di Fashion Co., Ltd.

And Eagle Technology chairman Yin Zhiyong introduced the innovation project results "clothing custom customization industry chain comprehensive digital solution", is committed to promoting men's clothing high fixed whole process intelligence.

Its unique customized software (MTM) and 3D fitting software are combined with 3D body scanner and single volume single cutting equipment HY-S0909. Through cloud platform, seamless links from stores to factories are realized.

How does the garment industry revolutionize in the Internet era? How can we make a localization development model of China's men's clothing and set up a platform for the cooperation of international superior industry resources and domestic excellent men's wear brands to lead the personalized needs of high-end consumer groups in China?