Luxury Mobile E-Commerce Platform, Local Brand Awareness Lag

At the end of September, tiger Heuer and Jingdong mall reached an exclusive.

Cooperation agreement, tiger tiger is officially stationed in Jingdong, and opened the first flagship store in China.

Burberry, MontBlanc, Cartire, tiger Heuer...

More and more luxury brands begin to build their own electricity suppliers or choose the only platform for e-commerce cooperation in China. It is enough to prove that luxury goods have changed in the past, "look down upon" electricity providers to pay attention to the development of e-commerce channels, and brand has launched a new round of electricity supplier war in China.

However, the Chinese brand, which is trying to fully internationalize its efforts, is slower than the biggest international brand in the whole channel construction.

Over the past few years,

China has been developing rapidly, but with the increasing anti-corruption efforts of the Chinese government, many consumers are keen to extravagance abroad and the Chinese economy is slowing down due to the large price gap between China and other countries, the growth rate of luxury goods in China in the past two years has obviously declined, or even a negative growth.

However, in the recent years, China's commercial real estate has mushroomed. In order to attract tourists, commercial real estate attracts luxury brands to open stores with a great deal of preferential policies. Luxury brands have also increased their efforts to open stores in China.

However, the good news is not long, and the rapid expansion of the next store has led to a decline in the single store output ratio. Some brands have to consider closing some stores.

Besides, Chinese luxury consumers are getting younger and younger. They prefer shopping through the Internet.

Xiao Zhang, a manager of a financial institution, is Cartire's iron powder. Cartire's series of watches are very familiar, but he seldom comes to Cartire's stores. "I don't like the atmosphere of offline stores. Buying luxury goods is not a supermarket. A product often tries to learn a lot about it. If you don't buy salesmen," change your face "quickly.

Xiao Zhang said.

In fact, more and more young people like online shopping, and the value of online shopping products is higher and higher. If the luxury brands do not keep pace with the times, I'm afraid it will be late.

However, Cartire online boutique, which has just been launched, is still in the test stage. People in the industry believe that its display works and attracting fans to enhance the reputation of the brand are far more effective than the actual purchase.

At the same time, it is also closely related to market development and the improvement of brand structure.

"China has the best e-commerce soil."

Jin Bei, President of China's newspaper business, believes that China's industry is moving forward towards the 4 era, unlike Germany's innovation driven by manufacturing power or the United States. China first initiated revolution from the field of e-commerce.

China's young consumers are also more interested in online shopping. Many luxury brands are seeing the strong market in China and have to invest more in e-commerce.

However, the reporter observed that the luxury brands on the other side had been in full swing in the new round of electricity supplier war. Many excellent domestic brands were indifferent, but regarded the electricity supplier as a new sales channel.

Famous domestic watch brand Beijing watches are long before.

A special store was set up, but a reporter who registered on Taobao website found that online stores and distributors were selling products online. The price difference was large and the authenticity was hard to distinguish.

Previously, Miao Hongbo, general manager of Beijing watch factory, said that for the current Beijing watch, how to do well in e-commerce is still groping.

Many high-end clothing brands regard the electronic business platform as a "drain" to inventory. In the cultural and creative industry investor Liu Yuan, although China's luxury brands embrace the electricity supplier much earlier than the international brand, until now, many practices are still very elementary, and there is no complete operation of the electronic business platform, and the channel chaos is serious.

He suggested that Chinese brands should learn more about the "high cold" practices of international brands and enhance brand protection on the Internet platform.

"The training of Chinese consumers' online shopping habits starts with the comparison with the prices of physical stores, but now consumers are gradually accepting the same price on line and online, if they are going to use the electricity supplier as inventory or discount platform, or to limit the overall upgrading of the brand."

Liu Yuanru said.

In the face of more and more commodities, many people prefer to buy foreign products. This can not be said that Chinese people worship foreigners, but more domestic products have many false things. If the quality of domestic products can be improved, more people will buy them.