Cartier New Watches Attract New Consumers Through E-Commerce

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Electricity supplier Yoox Net-a-porter may be getting closer and closer to its small target.

According to the world clothing and shoe net, in February this year, Federico Marchetti, chief executive of YNAP, once said that one of the goals of the group in 2017 was to become a sales platform for high-end jewellery and watches.

This week, YNAP announced good news:

Panth's new watch, re Net-a-porter, will be the first to sell women's products.

To put it simply, Net-a-porter wants to be an electric supplier flash shop, selling Panth Panth re from May 2nd to 31.

After the flash shop is closed, the Panth price re, which costs 3200 to 170 thousand pounds, will enter some of the Cartier boutiques.

However, Panth re is not a brand new product of Cartier. Its first release was in 1984.

This updated edition has 12 colors, such as gold, rose gold, platinum and so on. It also has a leopard print pattern, but keeps the original Panth re classic square dial, which is more light and thin. It also adds waterproof function.

"I'm glad Cartier chose Yoox Net-a-porter as its Panth re re.

First stage.

This cooperation is a milestone in our long-term strategy. "

Yoox Net-a-porter Group CEO Federico Marchetti said, "look ahead, we have more long-term plans to expand the category of jewelry and watches, and bring more iconic jewelry brands to the electricity supplier."

Panth re of Cartier

It seems that luxury goods seem to be more and more open to the electricity supplier. Even the top jewellery and watch brands are no longer sniffing at them. Instead, they are willing to put the new products directly in the electricity supplier channel, and then enter the physical store under the line.

This is indeed a milestone for Yoox Net-a-porter, as described by Federico Marchetti.

Recall that in 2015 not long ago, luxury goods were still reluctant to abandon the electricity supplier collectively.

They are also worried about the problem: discount affects brand image, fake goods affect brand image, service can not keep up with brand image.

However, these worries are not groundless. Some businesses do not get their brand authorization, they are also doing business, without the trust of consumers.

While others are selling luxury goods for sale at a discount, they do not match their brand image.

However, judging from today's situation, luxury has changed from the initial rejection to the current test.

In terms of luxury goods, the electricity supplier is not so much a hug as a trial.

This time, the reason why Net-a-porter wants to explain that it is a 1 month flash shop for Cartier is because it hasn't sold Cartier products for a long time.

If you click on the Cartier column on Net-a-porter, there is only a big advertisement for Panth re.

In the official speech of Federico Marchetti, when he mentioned Cartier, he used a word "Hard luxury" to describe it.

In luxury goods, Hard luxury generally refers to jewelry and watches, while the opposite of Soft luxury generally refers to fashion items or garments.

In 2012, Hard luxury became a hot word as jewelry and watches grew and accounted for a lot in luxury goods.

For high-end jewellery and watch brands, it is still a bit hesitant to sell expensive jewellery and watches to the electricity supplier. After all, this is obviously more complicated than selling clothes and cosmetics.

Cartier also has its own business platform, but it does not sell "new high jewelry series", "precious sculpture gem jewelry works", "high jewelry watches" series.

Even those who can order, you can not pay directly and then wait for the courier at home.

Cartier gives you only two options, or you call to order, or you click the "contact sales consultant" button.

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Therefore, cooperation with Net-a-porter is more like a test of water in the real business world.

According to the world's clothing shoes and hat network, in November 2016, Bvlgari's Global CEO Jean-Christophe Babin told reporters, "Bvlgari has two strategies.

Our core products are jewellery and watches. (if we use the electricity supplier), we will use our own channels, such as perfume fast sales products, we will consider working with others.

You see, either people try, or take part in the channel, luxury goods business trip is like this.

On the other hand, in addition to sales, e-commerce is gradually becoming a platform for promotion.

Pushing together a series or capsule series is a new way of luxury goods on the Internet.

2015 Coco Crush

"Capsule series" was once used to refer to the essential elements of fashion, but the extension of the word has changed, and now it is more used in the context of "limited edition".

You can think of it as a limited edition with advertising quality.

According to the world clothing and shoe net, in May 2016, before entering the first three sales of Net-a-porter, Gucci and it launched a capsule series.

It includes 20 different items, such as the $270 iPhone 6 mobile phone shell and the silk robe priced at $5300.

Since then, this practice has become a standard combination of electricity suppliers and luxury goods. These capsule series have been effective in addition to the sense of brush.

Net-a-porter and J.W.Anderson's dress sold out in three hours. When making jewelry series with Tracey Emin and Stephen Webster, the most expensive diamond necklace was 4100 pounds, sold out in half an hour, and Moschino Barbie priced at $100 was sold out within an hour.

To put it bluntly, the capsule series is a great hawk sale, which is one of the most accurate advertisements.

Even if sales can not be increased immediately, brush up the sense of existence and express appropriately: "Hey, don't forget me!"

"Gucci has been the top ten sales brand on Net-a-porter, and Alessandro Michele has been selling better after becoming the creative director."

Alison Loehnis, President of Net-a-porter group, said in May 2016 when it launched capsule series with Gucci.

It seems that these cooperation is also inspired by sales figures.

In early April, Piaget, a senior watch jewelry brand, also found Net-a-porter.

This is the first time that it has cooperated with the third party e-commerce platform.

However, Piaget is not like Cartier to come here to make a capsule series. Instead, it has released a complete new series including rings, earrings and bracelets.

The price range of the Possession is relatively close to the people. Between 990 pounds and 13 thousand pounds, it is the product of access recently launched by Piaget, a rich product line, who wants to attract young people.

Last year, Piaget introduced another entry level Polo S series last year, aiming at the millennial consumers of the United States.

Next, Yoox Net-a-porter's dedicated e-commerce platform for men's products Mr Porter will start selling Montblanc.

But it is not the classic product of Montblanc, but its first smart watch.

In today's information environment, there are only a few platforms to achieve brand building and sales at the same time. It means that the audience is accurate, and has put forward quite high requirements for brand creativity.

Luxury oriented business environment does not just mean the relocation of sales methods. From the current situation, it is more like creating a brand new experience.

More interesting reports, please pay attention to the world clothing shoes and hats net.