Luxury Brands That Are Touched By Online Shopping Are Far More Than LVMH Group.

The "2015 digital luxury experience report" shows that China's luxury online sales account for 6%, unchanged from that of the United States.

In November, KPMG, an international consultancy, joined glamour and Sina micro-blog for in-depth interviews with 10150 luxury consumers.

A survey report on luxury purchases of online shopping for Chinese consumers has been released. The report shows that 45% of the respondents purchased luxury goods mainly through Internet channels. For those goods with a unit price of less than 4200 yuan, respondents indicated that they could rest assured that they paid for online payment, which was significantly increased by 121% compared with the 1900 yuan survey in 2014. Zhou Ting therefore called 2015 the "first year of e-commerce" in China, a luxury brand.

Chinese people increasingly dare to buy luxury goods online.

Take "double eleven" as an example. According to the official data of the show, as at three p.m. on November 11th, the highest price unit was a Jaeger Le Coulter man mechanical watch with a turnover of up to 195499 yuan.

Along with the explosive growth of luxury online sales, the physical sales network has shrunk.

In November 16th, LVMH's brand LV, the world's largest boutique group, blew the lights out at Guangzhou Libai Plaza branch.

Subsequently, two LV stores in Harbin and Urumqi closed down one after another.

Although LV responded to the times weekly reporter, "LV's integration of physical storefront resources is due to the adjustment of strategic layout.

It will continue to invest in China in the future, but it is not a fact that a large number of luxury brands represented by LV shrinks in China cloth Bureau.

According to incomplete statistics, in 2014, in China, Louis Weedon (LV) closed 5 stores; Herm (s) closed 1 stores; Burberry (Burberry) closed 4 stores; coach closed 2 stores; Hugo Bos (HUGO BOSS) closed 7 stores; coach closed 1 stores; Cartire (Cartier) closed 1 stores.

The number of Prada's (Prada) stores in China dropped by 3 from 33 to 33 in 2014.

(Armani) the number of stores fell from 49 to 44, while Chanel (CHANEL) stores accounted for 11 - half of the largest stores.

Zhou Ting, director of the luxury goods field and President of the Institute of wealth quality, said that the change of operation mode is forcing the luxury brands to adjust the physical store structure.

Before closing three stores in China,

The group announced the establishment of the new chief digital Officer (ChiefDigitalOfficer) post by former Apple Corp executive Ian Rodgers (Ian Rogers).

The chief digital officer is a senior executive position that has risen in recent two years, and is seen as a powerful help to achieve the vision of the organization.

"For luxury companies, sales management of key accounts is very important. Setting up this position indicates that LVMH group pays more attention to data marketing and customer big data analysis and management."

Sun Haining, director of China's regional market for human resources service, Ren Shi Da, said in an interview with reporters.

For the LVMH group,

According to the insiders, before the other two luxury groups, the competition between the two peaks of the luxury group and the opening of cloud in the electricity supplier should be quite touched by LVMH group.

The luxury brand that touches is far more than the LVMH group.

Before announcing the death of Channel, Bruno Pavlovsky, a fashion president, has finally changed her mind: "presenting products in digital way will enable more and more people to come to boutiques to see our products, touch products and try products."

In April this year, Channel and luxury goods shopping website Net-a-porter jointly opened a sales section for its premium jewelry series, priced between 1970-1.9 euros, and was robbed 6 hours later.

After the first taste, Channel announced that it would sell glasses on the US e-commerce platform later this year.

By the third quarter or the fourth quarter of 2016, Channel will officially launch a global electricity supplier network.

Luxury distribution business is becoming a global trend.

In July 2015, the famous management consulting company McKinsey and the Italy Luxury Association released the "2015 digit digital luxury experience report". The statistics were surprising: up to 2014, online luxury goods sales totaled 14 billion euros, accounting for 6% of the total global luxury goods sales volume of 224 billion euros, of which 5 billion euros were from the luxury electric business (luxury brand own website and well-known luxury department store's e-commerce website).

According to the report, it is estimated that by 2025, the proportion of online luxury goods sales will reach 18%.

In April 2014, Burberry took the lead in Tmall. In September this year, TAGHeuer, the Swiss luxury watch brand, announced that it would open its first flagship store in China in Jingdong. In the 10 month, Cartier launched its online boutique in China.

For luxury brands trying to open up e-commerce channels, luxury goods online is driven by the downward pressure of physical store sales and the marketing strategy of luxury brands.