Where Is The Future Of Luxury Electric Business?

If you talk about online shopping, then you must have become familiar with it. With the rise of Taobao, Jingdong and other major e-commerce platforms, shopping has become something that can be done by moving fingers.

But speaking of

Online shopping is a matter of nearly one or two years. Although some luxury brands have already taken the lead in the flood of electronic business, some luxury brands are still looking.

However, there has been a good news in the past week, and your beloved Christian Dior has also tried the water business.

The latest action is to cooperate with Bergdorf Goodman, a famous luxury department store in the US, and Dior takes small objects.

The electricity supplier will test the water. From November 16th to December 31st, the 14 shoes of the Dior 2016 holiday series will be on the Bergdorf Goodman's e-commerce website.

Bergdorf Goodman will provide 14 cruises of Dior2016 cruising series, including street favorite Dior sports shoes, Dior Verso and Dior flowers hollowed out.

The price ranges from $830 to $1140.

But to be honest, this season's cruising series are the most famous ones. Unfortunately, luxury goods are still insisting on the tradition that "the more you want to buy, the less you can easily buy", the boots will not appear in this co operative business.

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The two sides attached great importance to this cooperation. Bergdorf President Joshua Schulman proposed the idea of cooperation to Dior two years ago, and then took a year to implement it.

They will also unveiled a series of guidance videos for celebrities to teach consumers how to match Dior shoes.

In the video, fashion Leandra Medine, now Instagram's chief fashion officer Eva Chen, fashion consultant and The Cut editor in chief Shiona Turini will appear in their favorite shoes.

Why are luxury brands testing water suppliers?

McKinsey, the world's leading consulting firm, predicts that in the next ten years, the growth of luxury E-business will be strong and the electricity supplier will account for 18%.

Since 2009, the scale of luxury E-business has increased by 27% every year, which is 4 times the growth rate of offline sales.

Such a strong comparison between electricity providers and physical sales, so that luxury can not escape exceptions.

Luxury brands have a step-by-step approach to e-commerce. For the thin luxury brands on the front line, the opening of short-term and temporary shops with the help of the third party e-commerce platform is often the first step to test the water of the luxury brands that are initially involved in e-commerce.

For example, in April 2015, Chanel worked with Net-a-porter, a luxury shopping website, to open a sales section for its premium jewellery series Coco Crush, which is priced at 1970~19000 euro zone. It is reported that it will be robbed only after 6 hours of sale.

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Why does Dior keep the distance from the electricity supplier?

When other luxury brands have already stepped up the pace of e-commerce, why do Dior and C e line keep their distance from the electricity supplier?

First of all, branding is not a move to the electricity supplier. It is not only a fear of the sale of offline counters, but also worries that once the sales channels are released in the industry of irregular rules, luxury goods operators are always worried that it is difficult for them to control the phenomenon of fakes or subcontracts in warehousing and logistics links, thereby affecting the image of their painstaking efforts. This is not a problem China is facing but a common concern of the whole world.

For luxury brands, it is better to have fewer shipments and not to dilute their brands by fakes.

Second, experience is the biggest problem.

Chanel Pavlovsky, a fashion brand executive who strongly rejected the Chanel, explained why Chanel did not launch online sales. "Fashion needs people to see, touch and feel in person."

How to highlight the "luxury" image on the Internet is still a difficult problem.

Once again, customer relationship is also tricky. Even the best online shopping platform can't replace a charming salesperson.

"For Dior, the relationship between retail experience, expert sales team and customers is crucial," said Pamela Baxter, President of Christian Dior garments.

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

Store salesmen are very clear about who their customers are.

Baxter's worry about luxury brand online shopping experience is not groundless.

Cartier Cartire, one of the world's second largest luxury brands, one of its most important brands, was launched on the US electric business website in 2010. However, this "newborn" has been questioned by poor service practices such as "some products can not be paid online" and "customer service phone is hard to get through."

Where is the future of luxury electric business?

Dior how does the electricity supplier go ahead? "We don't know how to establish this kind of customer relationship online.

As long as we find a way to connect this relationship online, we will devote ourselves to the electricity supplier. "

Baxter frankly speaking.

Going to the Internet does not mean copying the experience of entity management under the line, and finding a way to balance online and offline is the ultimate attribution of luxury brands.