"High Cold" Luxury Goods Have Entered The Field Of Electronic Commerce.

Just after the crazy double eleven, the US version of the "double eleven" - Black Friday discount shopping festival opened this week.

Convenient online shopping has become the basic consumer shopping method for more and more young people.

Also follow the pace, gradually adjust the market strategy, put aside the past "high cold" posture has entered the field of electricity providers.

In April, Chanel (Chanel), who was always "high cold", first tried to test water for the first time, and co operated with Net-a-porter, a leader in the British e-commerce industry, to open a sales area for the top quality jewelry series Coco Crush, and announced only 3 weeks.

It is unbelievable that after 6 hours of sale, the goods are quickly robbed, and the sales speed has almost reached the rhythm of "mad robbed".

After the success of the test, Chanel continued to try the way of e-commerce.

In November 4th,

The Department has officially opened the online sales business of glasses products in the United States.

According to Chanel (Chanel) fashion President Bruno Pavlovsky revealed that by the third quarter of 2016 or the fourth quarter, Chanel will officially launch a global electricity supplier network.

Chanel's subsidiary Paraffection Paraffection will also launch its online business by the end of this year.

At the same time, John Rupert, chairman of the world's three largest luxury group, has extended olive branches to the other two giants LVMH group and Kai Yun group in the first half of this year's financial times luxury industry summit, hoping to invite them to invest in a large luxury electric business company.

Although the last two chiefs have not yet made a clear response, it is also enough to see that the era of luxury electronics is overwhelming.

Why did the luxury goods giant who once refused to sell electricity channels began to pour into the electricity supplier?

According to McKinsey's published data, online sales account for 4% of the total market volume and two times the overall growth rate of the luxury goods industry.

If we continue to grow at this rate, the online consumption of luxury goods industry will reach 20 billion euros in 5 years.

I believe that whoever sees such figures will be shocked. How can all luxury goods groups miss such a huge market?

After Chanel (Chanel), Gucci (GUCCI) and other luxury brands announced that they had entered the online shopping trial of electric business, Christine Dio (Christian Dior) also came to the latest news. Last week, it launched its e-commerce service, and worked with the famous luxury department store boutique Bergdorf Goodman Goodman, using holiday type pop-up shoe store (temporary shop) to test the water electricity supplier.

Brand announces, from November 16th to December 31st, 14 kinds of shoes of Dior 2016 holiday series will be landed on BG.com (Bergdorf Goodman's e-commerce website).

Including Dior Fushion sports shoes, Dior Verso and Dior Flore high heeled shoes and flat sole shoes, the price range ranges from 830 US dollars to 1140 US dollars, and join the black Friday discount shopping festival.

However, there is no plan to launch the full line of the brand in its current electricity supplier strategy.

In addition to the clothing accessories, hundreds of thousands of millions of high jewelry and watches are quietly joining the electricity supplier.

In September this year, LVMH group's top watch brand Tigo Hoya took the lead in the Jingdong, opened the first flagship store of the advanced watch, and the Van Cleef &Arpels of the Van group announced that its e-commerce platform was officially launched in China.

In October 23rd, the official WeChat of the same group's brand, Cartire (Cartier), released the latest news: Cartire online boutique officially opened shop, Cartire said that users could buy directly from their official website a series of Cartire products including jewellery, watches, perfume and so on, "enjoy 24 hours of luxury and convenient online shopping experience".

However, the brand has not been publicized, but has been promoted to fans through WeChat.

Luxury goods in the field of electricity are looking for the future with great care, whether it is to open short-term or temporary shops with the help of the third party e-commerce platform, or to set up their own independent electronic business platform.

Each brand has taken its own new strategy.

However, how to occupy the huge market of electricity supplier? Whether luxury goods go to the network means replacing the entity store under the line or copying the experience of entity operation under the line.

How can the luxury electric business meet the needs of different consumers through the platform to narrow the distance with customers, and create a perfect online shopping experience for them?

Bruno Pavlovsky, President of Chanel fashion (Chanel), said: "entering the electricity supplier is a strategic diversification of Chanel. It does not mean a substantial change, but a strategic upgrade that can better serve customers.

Some customers are willing to go to the physical stores, but sometimes they are very clear about what to buy and want to complete the purchase as soon as possible.

At this time, we should satisfy customers' demand through online.

So I would prefer to call our next move "online service" (e-service) rather than a simple "online paction" (e-commerce).

Pamela Baxter, President of LVMH group perfume and cosmetics and CEO, Christian Dior garment president, also said: "for Dior, the relationship between retail experience, expert sales team and customers is crucial.

Dior is a very high-end luxury brand with high price and user relationship experience is the most important strategy. "

Baxter, who has realized the trend of electricity supplier, said: "luxury consumers often have very busy and active life. They are used to shopping online and online.

The brand realizes that the two are not mutually exclusive. Consumers can get extra pleasure from the two party experience when one plus one is greater than two.