Luxury Brands: Limited Licensing, Careful Cooperation

For luxury brands that sell internationally, currency float means regional price differences. Different tax rates also affect retail prices, whether online or physical.

Sometimes, brand strategy can also cause price differences.

The reason behind the different prices is the hope that the price of products will be in line with the economic situation in the region.

Differences in prices will allow sensible consumers to buy tax-free goods at lower prices or get tax rebates.

When they are unable to travel, they will try to find products with price advantage on the Internet.

This price advantage usually comes from the exchange rate or the price difference of online shopping websites in different regions.

So despite all the concerns, Li Lingli told reporters that the company is also observing changes in the luxury electric business. "Nor is it not working with other e-commerce providers, for example, considering temporary luxury" flash purchase ", but it will not be a long-term one.

Authorized cooperation.

Flash buying mode is also called time limit rush buying mode, some B2C

In the form of time limited sale, the products of internationally famous brands will be regularly introduced regularly. The price of the original 1~5 will be limited to the time limit for the exclusive members to rush to buy. Each sale time lasts for 5~10 days, first to the first time, and the time limit to the limit.

For luxury brands, this is a new attempt to solve the problem of tail cargo.

Li Lingli told reporters: "shoes, bags, clothing and other different categories of seasonal products, sales time and discount time is different."

For example, in 2014, a new type of footwear in summer was usually sold in March. It began to sell in twenty percent off and August half off in July. If there is still no sale, it will enter the OUTLETS shop.

Now, part of the tail cargo can also try to sell with a high degree of trust in the luxury electronic business platform.

On the other hand, Li Lingli's luxury brand in the United States is also trying to cooperate with the large traditional department store's electronic business platform, such as M.NYSE's electronic business platform, so the recent news of Messi's Department stationed in Tmall has also made her nervous, "hurry to find out which category is advanced."

The Internet allows consumers to get the lowest price.

For luxury groups, pricing strategies in the digital age will face challenges.

Therefore, for luxury brands, the traditional pricing strategy is not easy in the Internet age, because the Internet allows consumers to enter any website.

"If luxury brands obviously obstruct consumers from one place in a certain area, this will cause consumers' antipathy.

However, I think this is the only way for the brand to solve the pricing problem. "

GachouchaKretz said that some companies are already using IP addresses and geolocation to ensure that consumers visit local servers or websites in some area, while shielding consumers from other regions. "I think this is the right way to do it, and it can also be done elegantly."

For luxury brands, this is very important.