Analysis Of Improving Brand Structure In Luxury Industry

More and more luxury brands begin to build their own electricity suppliers or choose the only platform for e-commerce cooperation in China. It is enough to prove that luxury goods have changed in the past, "look down upon" electricity providers to pay attention to the development of e-commerce channels, and brand has launched a new round of electricity supplier war in China.

However, reporters found that the excellent Chinese brands are trying to fully internationalize themselves.

In terms of construction, China's home court is slower than the international brand.

Cartire is an electricity supplier, and China's market is not the first.

As early as 2010, Cartire launched its online business website in the US, and promoted it to the main market in Europe 3 years later.

With the experience of mature market, this time, Cartire moved the electricity supplier to China.

In the recent years, China's commercial real estate has mushroomed. In order to attract tourists, commercial real estate often attracts luxury brands to set up shop with a great deal of preferential policies. Luxury brands have also increased their efforts to open stores in China.

However, the good news is not long, and the rapid expansion of the next store has led to a decline in the single store output ratio. Some brands have to consider closing some stores.

although

Online boutique online some quietly, only by the brand official WeChat told fans, Cartire opened the shop, but the impact is not small.

In August of this year, Cartire tried WeChat's circle of friends advertising, which is the first attempt of luxury jewelry brand to try this new advertising form. At that time, it made precise push with the big data of Tencent. Cartire gained many brand fans and online boutiques online, so that many "card powder" knew the news for the first time, and consumers could order or buy online.

Compared with

Jingdong, these mature e-commerce platforms, Cartire online boutique functions still need to be improved, such as customer communication services, product details display and description.

It is understood that the current Cartire electricity providers are mainly based on display.

Besides, Chinese luxury consumers are getting younger and younger. They prefer shopping through the Internet.

Xiao Zhang, a manager of a financial institution, is Cartire's iron powder. Cartire's series of watches are very familiar, but he seldom comes to Cartire's stores. "I don't like the atmosphere of offline stores. Buying luxury goods is not a supermarket. A product often tries to learn a lot about it. If you don't buy salesmen," change your face "quickly.

Xiao Zhang said.

In fact, more and more young people like online shopping, and the value of online shopping products is higher and higher. If the luxury brands do not keep pace with the times, I'm afraid it will be late.

However, Cartire online boutique, which has just been launched, is still in the test stage. People in the industry believe that its display works and attracting fans to enhance the reputation of the brand are far more effective than the actual purchase.

At the same time, it is also closely related to market development and the improvement of brand structure.