China Has The Best E-Commerce Soil Gucci No Longer?

"China has the best e-commerce soil."

Jin Bei believed that China's industry moved towards the 4 era, which was different from that of Germany from the manufacturing force or the innovation drive of the United States.

China's young consumers are also more interested in online shopping. Many luxury brands are seeing the strong market in China and have to invest more in e-commerce.

However, the reporter observed that the luxury brands on the other side had been in full swing in the new round of electricity supplier war. Many excellent domestic brands were indifferent, but regarded the electricity supplier as a new sales channel.

From the data, we can see that the Asia Pacific market has played an important role in it. The sharp decline has reduced the overall sales volume. The once relaxed sales performance is mainly contributed by a large discount. It can be seen that for the price sensitive Asia Pacific luxury market, the discount can only be an emergency, and can not make any additional contribution to the long-term development of the brand, or even reduce the consumer's impulse to the positive price product, and doubt the brand value.

Therefore, the hope that the brand will alleviate the pressure at this stage is only directed at the publication of the new creative director's work. It is not enough. In terms of Gucci's situation, the upgrading of the retail network in the Asia Pacific region, especially in the Chinese market, is imperative.

Beijing watch, a famous domestic watch brand, has opened a store in Tmall. But Taobao's website has found that online stores sell products with distributors and sellers on the Internet.

Previously, Miao Hongbo, general manager of Beijing watch factory, said that for the current Beijing watch, how to do well in e-commerce is still groping.

Many high-end clothing brands regard the electronic business platform as a "drain" to inventory. In the cultural and creative industry investor Liu Yuan, although China's luxury brands embrace the electricity supplier much earlier than the international brand, until now, many practices are still very early, and there is no complete operation of the electronic business platform, and the channel chaos is serious.

He suggested that Chinese brands should learn more about the "high cold" practices of international brands and enhance brand protection on the Internet platform.

"The training of Chinese consumers' online shopping habits starts with the comparison with the prices of physical stores, but now consumers are gradually accepting the same price on line and online, if they are going to use the electricity supplier as inventory or discount platform, or to limit the overall upgrading of the brand."

Liu Yuanru said.

Recently,

Released the third quarter earnings report, the group's famous brand Gucci three quarter sales fell 0.4%, according to the region, Asia Pacific region revenue decline of 17%, Western Europe and the Japanese market (the market in the traditional luxury brand financial report settlement independent calculation in the Asia Pacific region) double-digit growth, still can not balance the Asia Pacific decline.

In the two quarter, thanks to the heavy discount in the Chinese market, the brand increased by 4.6%.

It is different from the decline of Gucci.

YSL's brand revenue increased by 26.6% in the three quarter.

All the time,

In the three luxury groups, 1 to 2 brands will assume the role of group "profit cows". Gucci undoubtedly plays the role in Kai Yun group.

However, for several consecutive quarters, the growth of Gucci was slightly weak.

And the small brands of Kai Yun group are growing more and more amazing. After the butterfly family, YSL is likely to become another black horse in the group.

The rise of these niche brands is determined by the increasing demand for luxury goods by the current consumers.

For many years, luxury has always been "selling Logo", but with the maturity of consumers, the pursuit of individuality has been greatly improved.

Luxury, after all, is an industrial product rather than a piece of art. How to find a balance between meeting the individual needs of consumers and mature business models, and satisfying the needs of consumers is also an important topic for maximizing brand profits as a brand.

Gucci's de Logo and personalized pformation have not received enough recognition from consumers at this stage. It is only temporary to attract consumers only by discount.