First Line Luxury Goods Test Water Business "Sales" Sales Prospects May Not Be Clear.

In fact, in recent years, the luxury market has been continuously challenged by the economic downturn, anti-corruption and light luxury brands. Many brands have slowed down or even suffered negative growth, which has been criticized by the market.

Then, will the electricity supplier be a life-saving straw for these big brands? If it is not unsightly and difficult to survive, perhaps they will not be seen on the electronic business platform that they are not optimistic about.

As Dior made the first crab crabs last month, it sold the brand limit through WeChat platform.

Chanel also started putting the new perfume products on the public micro signal.

In the past, luxury brands that had never been caught in the Internet platform began to walk the "people to people line"?

Recently, Chanel Chanel has released the listing information of its brand new Chanel five, which is "N5, but not familiar with N5" through authentication information, which is the official micro signal of Chanel (China) Trading Co., Ltd.

According to reports, after media reporters clicked the original link pushed by WeChat, the webpage was navigated to "new five water", "personality traits", "positive and negative theory" and many other modules. Among them, what attracted more attention was the "instant possession" option.

After selecting this option, the WeChat interface will jump to the purchase interface of the new perfume. The price will be 1520 yuan for every 100 ml, and the price for the 50 ml is 1060 yuan. After continuing operation and payment, the purchase can be realized, and an online shopping luxury experience can be completed by courier delivery.

After the reporter's experience, it was found that the process of online shopping luxuries is no different from other online shopping products, and the purchase link is open to all users, rather than the previous link needs to be purchased through the fashion giant friend circle invitation link.

Chanel is not the first luxury brand to be sold by official channels.

In August 2nd, Dior Dior, through WeChat and the official website of the brand, launched a joint online sale of Lady Dior, a limited handbag for Tanabata, which can be purchased by WeChat or official website for 28 thousand yuan.

According to Dior's publicly available data, the Tanabata WeChat sale activity limited to sell about 200 handbags, sold out during the event.

It is worth mentioning that, as the luxury industry entered a period of slow growth in 2014, the luxury brand, which had always been too cold, could not continue to be "proud and charming".

Prior to the relatively cautious or even exclusion of the electricity supplier channels, in 2016, they could only lower their status to embrace the Internet business platform.

A few days ago, Amazon bought overseas luxury products online.

Luxury brands such as Chanel, Dior, Prada, Gucci, Ferragamo and other luxury brands are on the line, and the price concessions are also very strong.

It is understood that some of the largest brands of products can be started by less than 1000 yuan, and even 50 percent off stars can be bought from the stars.

Some people in the industry believe that in recent years, the era of international luxury goods has gone for a long time, and there are frequent occurrence of downloading stores or even closing stores. The growth or even decline of performance is forcing them to break through and make new attempts. The two famous luxury brands have been actively selling touches, which may be just a beginning of a change in the sales form of luxury goods.

The report from Bain consulting shows that

Sales of brands such as watches, clothing, and jewellery showed a slow trend, but sales of advanced beauty and personal care, cosmetics, perfume and other products were brightest.

This Chanel chooses to sell with the trump card product 5 perfume new product "the stone throwing" normal network sale, perhaps in the company view, is a relatively safe choice.

"Compared to online shopping luxury handbags priced at tens of thousands of dollars, the online shopping luxury brand's skin care products and cosmetics may be more acceptable to consumers." the industry believes that the luxury product line is longer. Besides handbags, clothing, shoes and accessories are all included. For luxury brands, "selling online on the whole is not very realistic, because most brands are limited in quantity, manual and other selling points, and the products will be reduced by electronic business platform."

According to data released by the Research Institute of wealth quality, in 2015, the total consumption of luxury goods in China was $116 billion 800 million. In the past year, Chinese people had bought 46% of the world's luxury goods.

Of these, 91 billion US dollars were generated overseas, accounting for more than 70%, accounting for 78% of the total.

This figure also shows that the big gap between domestic luxury goods and foreign countries is leading consumers to overseas, and prices are indeed a major consideration for Chinese people to choose luxury goods.

In this regard, some brands began to consider entering the domestic outlets of the outlets, through the "discount sale" form to stimulate the domestic market sales.

In July 2015, Gucci opened its first domestic outlets in Panyu, Guangzhou. According to relevant media reports, the sales discount area of less than 300 square meters has exceeded 1 million sales in less than 3 hours.

This figure also shows that domestic consumers are still very interested in "cheap luxury goods".

It is understood that some luxury brands are also planning the layout of the outlets.

"The domestic market is relatively sensitive to price. If we adjust the pricing strategy, we may be able to help luxury brands open up another field in China."

One hundred people in the industry are evaluating.