Luxury Industry Needs To Compete For O2O Entry

The 1 era of luxury crossover is "high cold", often exposed to cross border exposure with art, sports and other fields. In the 2 era, luxury crossover starts its own "leading role", which controls the whole industry chain upstream and downstream.

Today, the cross-border upgrading of luxury goods to the 3 era, the purpose is to promote sales by three-dimensional experience.

A small cafe or restaurant can bring so many benefits to the brand, which makes many luxury brands compete to cross the "tongue of luxury". But Zhou Ting believes that if we only see increasing the brand viscosity, realizing brand diversification and increasing brand loyalty, these are too superficial. The core problem is that the luxury brand is robbing the O2O entrance.

In 2015, it was destined to be an extraordinary year for the luxury industry. The price adjustment at the beginning of this year reduced the price difference between the mainland of China and the rest of the world. Subsequently, many brands also adjusted their prices one after another.

At that time, Zhou Ting judged that this approach was not simply for Chinese consumers to buy overseas luxury, but for the preparation of electricity suppliers. Only with the global convergence of prices, could electricity providers survive.

Sure enough, soon after, Chanel began to test new water suppliers for new products.

And this time, luxury goods collectives cross the border.

Prepare for the entrance.

In the past, online and offline entries were always done through traffic flow. Many luxury brands such as Coach and Burberry opened flagship stores on Tmall. Tmall's traffic is what they want.

But the problem is that a comprehensive e-commerce platform like Tmall has a lot of user groups, and it is very hard to find and serve a core consumer.

Another problem is that this kind of practice separates the synergy between online stores and offline stores to a certain extent, and the core users of China's electricity providers are very sensitive to prices.

Guo Guangshuo, President of Rimowa China, told reporters that many of them included Rimowa.

The pricing system of online shopping mall is consistent with the entity store, which makes many brands online shopping mall quite awkward.

However, the status quo of physical stores is no better than that of online shopping malls. What is the problem of insufficient passenger flow, low consumption and declining ratio of single shop output has been plaguing China's luxury industry. Zhou Ting believes that the brand crossover to the catering industry is a means of diversion under the line, and the help of such a platform is far more accurate than that of users who are guided by websites.

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The role is to experience, let consumers feel the online shopping can not enjoy the entity experience, but this experience is not a simple try and touch.

Zhou Ting said.

Wu Xinda, chairman of new light and three Vietnam (China) Investment Co., Ltd. also told reporters that the role of the entity store is to convey to consumers the best way of life and ideas.

In fact, businessmen often say that the purpose of leading consumers is to help consumers find better things in their lives and display them with new concepts, which are the most difficult part of e-commerce.

The collocation of every item or item in the store can cause consumers' attention and stimulate their desire to buy. Users can scan the two-dimensional code to direct the sale to the brand online store.

When customers enjoy the perfect food, the product is packaged and put in front of customers. Whether offline or online payment, the "entrance" is far more effective than online "entrance", which is the deep reason for cross-border brands including Hermes, Prada, LVMH and Gucci.