How Can Luxury Electric Providers Break The Ice And Survive?

< p > in < a href= "http://sjfzxm.com/news/index_cj.asp" > vertical electric business < /a >, a href= "http://sjfzxm.com/news/index_cj.asp" > luxury electric business "/a" is regarded as one of the most bitter haha categories. Last year, the closure of layoffs, layoffs and layoffs, anyway, is negative news constantly.

At that time, even people in the industry came to the conclusion that luxury goods and electricity suppliers were born with two genes, totally match, and could not go together at all.

< /p >

There is also some truth in the statement "P".

< /p >

< p > 1. electricity supplier = cheap, this idea has been deeply rooted in the hearts of many Chinese consumers, but luxury goods businesses are not willing to discount. After all, the discount is harmful to the brand image.

So even if there is no stock to sell, many manufacturers would rather throw them away than sell them online and sell them at the same time.

< /p >

< p > 2. consumers want to buy luxury goods, not only goods, but also a sense of VIP, which is too big on line and offline, and almost impossible to catch up with.

Online, for example, the LV store in Hongkong, there are 100 people in the shop. You look at a bag and point to it. The clerk should bring a white glove and take it back to you to try your back.

You bought it, and the man took out a beautiful bag for you. Finally, there was a beautiful girl smiling to you.

On line? You just saw a pile of pictures, and then placed the order. In a few days, a courier courier came to knock on the door, and handed you a box wrapped around the tape for several times.

< /p >

< p > 3. the most sad reminder is that the main luxury consumer groups are totally insensitive to prices, and people are not bad money. They are simply not interested in online discount sales.

< /p >

< p > is it true that luxury goods are insulators of electric business? < /p >

< p > luxury goods providers do not do well, but the situation may not be that bad.

Recently, Jiang Xiyi, general manager of the crown group (Taiwan brand, more than 60 years history, main luggage), went deep into the exchange. They produced 30 8000 drawbar boxes on Tmall for sale in the first few days. The result was sold out in 35 days. Although there were not more than 20 million businesses on Tmall, it still surprised them.

Of course, the crown is not a luxury brand, but 8000 pieces of a pull rod box, anyway, I think it's the luxury price.

< /p >

Less than P, I feel that the luxury electric shock is not entirely impossible. The first three questions still seem to be some way to break through.

< /p >

< p > < strong > try < /strong > < /p >.

< p > 1. luxury goods is not dislike discount, but in addition to cheap, sweeping goods, the electricity supplier is not any other use? < /p >

< p > crown sales this time is the first plus pre-sale. This 8000 piece of rod box is known as the print box, the first in the world, and the spokesman Nicky Wu has come to the platform.

Network first, which is equivalent to avoiding the line price, and will not affect the price system under the line, and pre-sale, first order reproduction, is equal to C2B, can solve the inventory problem.

Practice has proved that this selling method is more effective.

< /p >

< p > electric business channel is actually an important way to narrow the distance between merchants and consumers. Under the online, consumers are usually more difficult to request directly from manufacturers. There are several layers of people in the middle, but on the Internet, this is much easier.

So high-end brands can try C2B through the channel of e-commerce.

Although the concept of "electricity supplier = cheap" is very popular among people, the trend is that the channel of e-commerce has become more and more mainstream. Now there are a lot of people who spend tens of thousands of things buying online, and the most important thing is that consumers have more and more appeals on the platform of electricity supplier. Cheap may be the most important demand for a long time, but it is definitely not the only demand.

< /p >

< p > a luxury package, for example, is sold in black or white. On line, I say red, blue and green pick you up, and you can also engrave an English name. For those who want to pursue personalized whiteness, don't mention the original price.

< /p >

Under the line of P > 2., online experience is not easy to do.

However, < a href= "http://sjfzxm.com/news/index_c.asp" > O2O < /a >? < /p >

< p > you browse the shop online and send you a 100 yuan coupon under the line. Of course, the name can be made better and what honored guests enjoy the platinum card.

If you use it online and send you 1000 Tmall points, you can go shopping online.

Online and offline are not antagonistic but interactive, helping businesses to stick consumers.

< /p >

< p > according to the information I obtained from Ali, they are now building a membership system, and Ali hopes to have a certain degree of docking with the membership system under the brand online.

For example, Ali finds out the one million people who have the highest consumption of a category every year, and provides them to high-end brands, and then makes a CRM system for businesses to help them manage membership on Tmall platforms.

No accident, this set of things will be launched in the second half of the year. If the system is well built, it will rush to the target group with the most purchasing power. The luxury brand will have an increased willingness to catch electricity, and the effect of O2O may be better.

< /p >

< p > 3. the last question is that the overlap rate between the main luxury consumption group and the online shopping crowd is low (< /p >).

The problem of "P" seems to be the most difficult at present, but it may be best to solve it in the future.

Now like online shopping, twenty or thirty of the small white-collar workers, and strive for five years and ten years, the economic strength has improved, not naturally become high-end consumer goods of the commodity, at this time, I believe they still like and habit of online shopping.

Consumers' attention and buying habits are migrating to the Internet, which is an irresistible trend.

< /p >

< p > according to Jiang Xiyi's statement, he looked at this problem in the span of five years, ten years or even twenty years, and looked at brand building instead of sales in one or two months.

They also sell well online, so they do not expect one forty-five, and online sales are comparable.

The key to electric shock is to solve a potential crisis, that is, they are not in touch with the young people. After a few years, when these people can afford 8000 rod boxes, they do not know the brand of the crown at all. Is that not blind? /p

< p > at least the electricity supplier platform can display more content. Online shopping guide is two minutes with you. You are tired of it, but on the Internet, you can see a promotional video from Nicky Wu. Maybe you are quite happy.

< /p >

< p > of course, there will be so many brands, such as LV, that it is very famous. It does not bother with the brains of the electricity supplier. The brand is still loud and loud. Customers are like clouds every day. Consumers are not afraid to buy expensive, but they are afraid that they will not be able to buy it.

But, think carefully, how many brands like LV are there, ten fingers enough? Besides the most famous luxury brands in Pyramid that are not worth selling, other high-end goods can still try the electricity supplier.

< /p >