Samsonite Bags Build Their Own Electricity Suppliers To Enhance User Management And Social Marketing Capabilities.

According to the world clothing shoe and hat net, it is well-known that the pull rod box is well-known.

Brand, seize the new opportunity to upgrade consumption, announced recently launched

The younger strategy is to lock the target consumer groups into the post 90s and expand diversified product categories.

Meanwhile, Samsonite's self built e-commerce platform will also be put into operation in late 2017, hoping to further enhance user management and social marketing capabilities with the help of the Internet.

China

The market was initially opened by business travel demand. In recent years, with the development of economy, the number of non poor traveler has increased. Short distance and long distance travel have become a part of most people's life. With the complexity and diversity of people's travel process, the demand for luggage and goods has become more diversified, which has increased many non functional additional value from original functional commodities.

Ma Ruiguo, President of Samsonite Greater China, told reporters that based on the diversified demands of consumers on luggage, Samsonite will also start from the traditional single bag brand and expand the luggage market to meet multiple scenes and quality trips.

Ma Ruiguo said that the next development strategy of Samsonite will usher in three changes: first, the target consumer group will lock in 20-35 year old young people; two, the product category will continue to expand from a single trunk box to the daily bag business; three, it will increase the online channel construction, make efforts to social networking and digital marketing.

It is understood that in Samsonite's current business matrix, the daily backpack sales have reached half of the total, Ma Rui Guo said that the daily bag is much wider than the pull rod box market, Samsonite will maintain the business advantage of the pull rod box, and focus on expanding backpacking business, the next step will be three to two of the sales of backpacks and pull rod boxes.

In Ma Ruiguo's view, the 80 and 90 age consumers will be the main market in the future. The tastes of these consumers are very high and the demand is changing rapidly. Besides the fashion and quality of the design style, Samsonite is also actively building the official mall, pushing the retail mode of linkage on the offline line, strengthening the interaction with the young consumer groups, and improving the consumption experience in an all-round way.

At present, Samsonite's online sales have accounted for 20% of the total, and Samsonite's presence can be seen in Tmall, Jingdong and other major e-commerce platforms.

The mature e-commerce platform brought Samsonite customer traffic and promoted sales growth, but this did not meet Samsonite's demand for full channel development.

There are many enterprises that build their own official mall, but because the user traffic is mainly concentrated in the big business platform, most of the sales capacity of the self built mall is very limited, often carrying the propaganda function.

Ma Ruiguo believes that as consumers understand the nature of brands more and more deeply, they are no longer just buying behavior. The third party e-commerce platform will not solve the more demand of consumers, which requires their own platform to play the main role.

Samsonite's self built online shopping mall will be put into operation by the end of this year.

Besides hosting the sales function, the official mall will also be the fan center. Samsonite will explore various forms of interaction with consumers through the Internet, excavate their needs, establish their own user database, and increase the stickiness between the brand and consumers.

In addition, after the official mall is launched, Samsonite will also use the Internet advantage to develop personalized customer service and more abundant customer service functions.

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