Who Gave The Luxury To Test The Bottom Of The Water Business?

From exclusion to layout, who gave it?

Test water

Bottom?

More than 90% luxury brands enter

Mall; Jingdong pushes "white glove" exclusive seat service to make up for online shopping luxury consumption experience.

According to the world clothing shoes and hat net, consumers can buy luxury brands such as GUCCI, Vivian West, Armani's three major brands, Fu Yi wine, VERTU, Remy Martin X.O, ZENITH real time and so on during the 6 / 18 year celebration.

It is reported that more than 90% of the internationally renowned brands have entered the Jingdong mall.

For luxury brands, the electricity supplier is not only a channel for information display and sales, but also a great opportunity to expand product lines.

With the help of big data, luxury brands can launch customized products for target audiences and expand their brands to cover more people.

2016 entry into history: the first year of luxury electric business

The attitude of luxury brand to the electricity supplier has changed gradually from the beginning.

According to the latest report jointly released by Contactlab consulting company and Paris bank, "online commodity supply and pricing adjustment Online Offer Dive & Pricing Landscape" shows that luxury has begun to pay more attention to online business than ever before. Especially in the past 2016, global luxury online sales were developing rapidly, and the contrast between Online and offline retail business has undergone tremendous changes.

This pformation is not only related to the background of national consumption upgrading, but also closely related to the evolution of e-commerce platform.

Liu Hong, general manager of the luxury jewelry department of Jingdong shopping mall, told reporters that high-end luxury brands used to regard electricity providers as an information platform, but they later discovered that the electricity supplier is not only a channel for product information, but also a channel for sales.

Jingdong's first quarter earnings data in 2017 showed that the number of active users in the past 12 months was 236 million 500 thousand, an increase of 40% over the same period last year, and the high-end users of active users succeeded in attracting luxury brands.

"The brand of previous cooperation has performed well in Jingdong, which has been pmitted to other uncooperative brands, making these uncooperative brands also come into contact with Jingdong."

Liu Hongru said.

Swiss watch Jingdong opens 240 stores under "province"

Take tiger heuya as an example. In September 2015, when it opened a store in Jingdong, it was questioned by the offline channels and peers. It made a huge change to the exclusive ticket of the Super League.

Wang Lin, director of sales at China's LVHM, said that in line with the trend of the luxury goods business, the "electric shock" of Jingdong was a major event that tigers had to mention in the development of the century.

Like most luxury brands, offline stores are a stepping stone to Tigo's entry into every city.

At present, tiger has more than 120 outlets, covering more than 50 cities, and has 150 target cities in China.

According to the traditional way, tiger need to open another 240 outlets.

Tigo is located in the Jingdong, eliminating the geographical and market limitations in the promotion process, and reaching more potential users in a faster and more convenient way.

Cooperation with Jingdong has brought surprises to the brand.

Compared with the original Swiss watch sales channel, the cooperation with Jingdong has provided a new business mode. Online sales and offline picking have infinite space display and perfect integration with offline shopping experience.

Helicopter delivery online shopping helps luxury consumption experience

Although many users have experienced the luxury of online shopping, there are only a handful of e-commerce sites that actually get the brand authorization.

There are two considerations for luxury brands to be cautious about electricity providers. First, online shopping will make users experience a big discount. High imitation and fake products are not easy to prevent. Second, online shopping is a gimmick with low price promotion, while luxury brands have a strict protection system for prices.

This is also the reason why luxury electric providers in China mostly focus on flash buying.

After the Jingdong has obtained the authorization of the luxury brand, it can guarantee the quality of the products, and users can rest assured that they can buy discounted seasonal change products and present new products.

Yang Yaqiong, an analyst at Analysys Electronics Research Center, told reporters that the challenge for Jingdong to introduce luxury brands lies in how to handle price scale and how to cooperate with brands. "Cooperation with luxury brands will break the original rules of cooperation with other brands, and we are going to explore new ways."

Luxury brands have almost stringent standards for the location and layout of offline stores, mainly to create a good shopping experience.

Online shopping luxury goods less touch the commodity link, user experience is bound to be discounted.

To this end, Jingdong launched the "white glove" distribution staff delivery, helicopter delivery, exclusive seat service.

Liu Hong said, "buying online is a cold paper box that has gone through a very bad experience.

In March this year, the white glove project was launched. All the deliveries were dressed in suits, tie and white gloves. The boxes were specially designed and shipped by electric cars.

We hope to have a better experience for users who buy luxury goods.

A few days ago, VERTU launched an exclusive 2 million 470 thousand VERTU Signature Cobra limited edition mobile phone in Jingdong. Buyers can enjoy the distribution service of helicopters.

In view of the high price characteristics of VERTU mobile phones, Jingdong also pays special treatment to the payment. Some of them do not support large payment. Jingdong has optimized the payment process internally.

With the help of big data, luxury brands can launch customized products according to the preferences of the target audience, without having to undertake the high cost of promoting new products under the line, and also expand the product line.

At present, Wuliangye has launched a customized product "full altar fragrance" on Jingdong, which sells for about one hundred yuan, which can meet the needs of different consumers.

More interesting reports, please pay attention to the world clothing shoes and hats net.