Luxury Goods Really Love The Electricity Supplier Is Not Arrogant.

If you want to buy a new Prada bag, you might as well go to the e-commerce website. Known in July 15th. Luxury goods Prada will appear for the first time on Net-a-Porter and Mytheresa.com. Italy has always been relatively indifferent to the old business, and finally an important step forward. Consumer One more choice.

From last April, Chanel boldly used jewellery to test the electricity supplier. After selling it on the line for 6 hours, the luxury goods who hesitated or even excluded seemed to see the way to go in the future.

　　 Sales pressure Let Prada take heart.

Without buying online opportunities, you will be outdated.

Prada's life was not good last year. As of the end of January this year, the group's operating income dropped by 0.1% compared with the same period last year, while net profit dropped by 26.6% compared with the same period last year. 12 Therefore, Prada, who has always been indifferent to the electricity supplier, has sold 2016 new products in the early autumn and autumn, including brand-new handbags, shoes and small leather products. The men's wear series including suits, sportswear and shoes will also be launched in September 6th.

With Chanel pioneers in front, Tiffany and Bowman Lando also entered Net-a-Porter. Gucci has launched a new US website to develop online shopping; Dior is also testing water providers in the US. LVMH group's action is not small, Tigo Hoya opened a flagship store in Jingdong. Lifeng group plans to enable its brands to open its official website or WeChat sale one by one in China, such as Cartire quietly starting its official website sale at the end of last year, WeChat's boutique opened in May this year, followed by the universal watch can also be purchased through WeChat stores, Van Cleef & Arpels has touched the net at the end of last year, and other brands are also planning.

Prada's awareness is not very early. Three or four years ago, some brands sold through some of China's fashionable e-commerce platforms, such as buying authorized Ferragamo and Hugo Boss on the Internet. Zegna has also expressed interest in e-commerce. Recently, a phrase on its top is worth remembering: "on-line e-commerce does not mean that the future can only live on line, but if you do not give consumers the choice, it will be outdated."

Online and offline linkage led sales up 30%

The big shops scrambled to open WiFi. "A visitor from the western region visited our shop last time. He looked at a table of nations. He hesitated to buy it. Later, he went back. After a while, he saw that he had sold it on the" Wan Guo "micro letter, and ordered it. Because there are no sales outlets in his city. " Qianjiang Evening News reporter learned from the Hangzhou Tower that although the shop did not make a little regret for the business, but after all, money into the pockets of the world.

"Online shopping is a supplement to traditional channels to satisfy customers in remote areas." All nations responsible person said.

Data from foreign research institutions show that sales of luxury goods in the online and offline industries have increased by 30%, and this trend will continue. This is why the Prada specifically has access to WiFi services in some stores to facilitate consumers to search for products.

Bernstein analyst Mario Ortelli has said that the industry has finally jumped from the line to the next line. It is estimated that 9% of luxury sales will be completed online in the next 10 years, which will be two times the share of last year. In the recently released 5 year plan of Yoox Net-a-Porter, the expansion of watches and jewellery categories is expected to withstand the global recession of luxury goods. In the medium term, 17%~20% revenue growth will outperform the 15% ceiling set by analysts.

Zheng Jianhao, general manager of Temple store, told the Qianjiang Evening News reporter that sales in the first half of this year were 3 times the same period last year. The best selling price range is 3000~6000 yuan. The number one is bag, clothing, watches and jewelry shoes follow closely. It can be seen from the common ranking of walking show network and Temple store mall that the most popular brands are still LV, Hermes, Chanel, Gucci, Burberry, Cartier and other old brands. According to the statistics of Xiu Xiu network, Philip Plein and other high-end personal brands are also moving rapidly. The slow hot Valentino and Fendi are gradually rising in China, while Coach and Calvin Klein "pseudo big" ranking are coming back.

People who have bought luxury goods for 3 years online shopping

When the brand is directly into the electricity supplier, "I recently bought a MMM grab bag in shopbop, which is just a discount; finding friends in Paris is a better price than online shopping." After 80, Tina likes to choose personalized brands, such as 3.1 phillip Lim, Opening Ceremony and so on, which are not many domestic brands. Online shopping is just right, "bags and shoes have been bought many times."

"Our main customers have over 3 years' experience of consuming luxury goods, of whom more than 60% customers spend more than 2 times." Zheng Jianhao said.

Xiu Xiu network said that the current online shopping male users increased significantly, reaching 50.52%, men especially like to buy high priced products. However, the number of female customers in Hangzhou was the highest, 25~30 years old accounted for the highest, more than 20%, and 30~45 years old accounted for 45%. Luxury online shopping is mainly concentrated here.

In China, although many websites that originally locate luxury goods have been transformed, the surviving few have done well, after all, they are potential markets. China's only platform electricity supplier Tmall is not very suitable for luxury survival. Qianjiang Evening News reporter recently found that the two degree Tmall stationed in Coach was once again withdrawn, and the days of Burberry were still warm. The vertical electricity supplier bought through a buyer or dealer is proving difficult to survive (unless the flagship store is run by the brand itself), so that the supply of goods is not enough to adapt to the market, and secondly, it is difficult to control the authenticity. "At present, luxury is only part of some shopping websites. They need to expand their fashion brands to resist risks." Zhou Ting, President of the Institute of wealth and quality research, believes that luxury online shopping is becoming more mature.