What Kind Of E-Commerce Platform Does Luxury Need?

According to the world clothing shoes and hats net, the responsible person revealed that

The Department of dress and adornment officially changed its name to Jingdong fashion department, Jingdong self enhancement.

Online retailers.

At the same time, the Jingdong also announced the launch of a "white glove" delivery service for luxury goods, which is the "future Jingdong distribution little brother" in Liu Qiang's east mouth.

Wearing white gloves and distributing luxury goods with electric cars, they go to the door.

This is not the latest Jingdong action against luxury goods.

In April, Zhang Zetian endorsed the JDLAB (X) series launched by Jingdong and the famous French fashion brand JAY AHR; in May, Jingdong formally joined the American Apparel&Footwear Association (AAFA).

This means that in addition to the existing luxury electric business such as temple library and Shang pin net, the comprehensive e-commerce platform represented by Jingdong is also competing for this "cake".

It is worth mentioning that a few days ago in the circle of friends, Jingdong's "soil model" incident was seen as the fuse for this layout.

In fact, Jingdong's failure this time by Tucao's "product style displayed by the model and the concept of luxury output" once again proves the important impediment of luxury goods to the electricity supplier: the exclusive consumption experience of luxury goods and the worry about fake commodities.

Jingdong, which shows a slightly "grounded" image, will make luxury consumers feel that their products are not worth the price.

Some consumers even say "is this real package"?

As global economic growth slows down, physical store growth is blocked, and sea rush hits, luxury goods have to start to move toward electricity suppliers, especially in China where online shopping has become consumption habits.

Although it is a trend of development, luxury goods business has been difficult to solve two problems: first, it is difficult to eradicate fakes, and two is the exclusive buying experience of luxury luxury stores.

The problem of counterfeit goods can also be alleviated by extravagance and self-reliance and joint platform rectification. The purchase experience will be difficult to optimize because of the inherent attributes of online shopping.

Consumers once said, "buying online is a cold paper box that has gone through a very bad experience."

In April, the French brand Longchamp reached a strategic cooperation with WeChat, launching the two small procedures of "Longchamp personalized customization workshop" and "Longchamp Paris progressive Shanghai chapter", becoming the first luxury brand to launch small programs.

Long is not the only luxury brand that has bypassed Taobao to enter WeChat directly. Burberry and Louis Vuitton (LV) are the same.

Taobao has long been selling, low prices to attract consumers, its own tone and positioning is naturally an important reason for being denied, but these big brands pay more attention to whether the third party platform can maintain its exclusiveness and honorable positioning.

The autonomy of WeChat users can do this.

WeChat users and brands can achieve individuality and a certain degree of independence through small programs, public numbers, etc., and users must pay close attention to the public number of long Gong for follow-up operation.

WeChat has built a bridge between luxury and consumers, so that the brand has room to provide consumers with services.

From Jingdong, Taobao, WeChat, the three luxury goods business cooperation process, China's luxury brands will take the platform's fidelity word-of-mouth as a hard target, and provide high-quality and exclusive shopping experience as the threshold and barriers to choose the third party platform "electric shock".

The path of the luxury goods business is rich in story themes in China's big electricity supplier.

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