Luxury Market: Price Remains The Sensitive Word Of Local Electricity Supplier
In a sense, the word "exclusive" luxury retail industry is the last sticking point of the old fashioned way of consumption. Even those luxury brands with online sales will be cautious about the exposure of Instagram or Facebook, with only the most innovative display appearing in the window or magazine ads of Madison Avenue. But now the world has changed. A few days ago, Dior and the US Department Store Bergdorf Goodman cooperate to test the water electricity supplier. Although this cooperation is mainly based on shoes, it is still regarded as the symbol of the final collectives falling into the competition between the traditional big name and the prevailing market environment of the electricity supplier.
With the popularity of smart phones, people's consumption patterns have changed. The high peak of the subway can become the highest volume of group buying website. "Double eleven" turnover of 91 billion 200 million yuan of Ali became the object of many electric providers salivating. Indeed, the main factor driving domestic online shopping is still discounts. It is difficult for Western luxury brands to develop a set of "emotional management" disciplines. In China, especially in the current e-commerce, consumers are most sensitive to "low price". Luckily, 30% of the respondents in other reports bought luxury goods on the regular price net, which indicates that factors other than price affect people's buying behavior.
In the context of the continued decline in the turnover of Hongkong and Macao, the group is accelerating the test of electricity suppliers in the Chinese market. At the end of October, Cartire opened the electronic business platform. The key information of each product, such as series name, model, watchcase material, size and other main information, was clearly displayed on the page.
Chanel, a firm boycott of luxury electric business, is also planning to launch a global electricity supplier network at the end of 2016. At the beginning of the year, it has also worked with Net-a-Porter before the merger. Fendi announced the launch of e-commerce website this year, hoping to expand its delivery service coverage from Europe to the United States. Japan 。 Hugo Boss is investing in technology, plans to achieve online consumer purchases, and draws suits, ties and shoes under the line.
Mckinsey The data show that in 2014, except for Oteri J, the global luxury market growth basically came from the electricity supplier. In 2009, the growth rate of luxury goods business turnover was only 2%. Now this figure has climbed to 6%, amounting to 14 billion euros.
The 2015 China luxury industry trend report indicates that the number of Internet users in China has increased from 1.37 billion in 2006 to 668 million in 2015, and about 90% of them use mobile client search. Luxury goods The search volume of the industry is increasing steadily in double figures, among which the popularity of the watch department is the highest; and the word "mashup", "street pat", "Fashion Week" and other fashion related lifestyles are gradually increased.
Luxury analysts believe that it is only a matter of time before brands enter the electricity supplier. Mario Ortelli, a senior analyst at Bernstein Research, predicts that in the next 5 to 10 years, the business channel will occupy more than 15% of the total turnover of luxury goods, which is mainly driven by the promotion of emerging markets. Bernstein, Research The electricity supplier has affected the way of inquiry and purchase of luxury consumers. However, with the opening of e-commerce platform, the price of luxury goods will be more transparent. How to adjust the price and discount between different markets and channels, and how to switch the role of the entity store is the problem that the brand will soon face.
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