The luxury brand offline store is still intensifying, and WeChat has become a new position for big names to compete. Since November last year, luxury brands including Cartier, IWC, Montblanc and Longchamp have launched WeChat online sales platform to launch customized service and online exclusive offers. However, the Beijing Business Daily reporter found that the shopping experience is poor, the payment is inconvenient, the service is lagging, and the brand needs to be improved. In the face of the mobile shopping experience that is still a chicken rib, is the luxury brand looking for the right path?
Get together
Luxury on the high is shifting to WeChat. A recent survey by Beijing Business Daily found that this year, luxury goods sales have gradually turned to e-commerce and even WeChat. More and more luxury brands are launching WeChat boutiques and special customized services.
Lifeng, the world's second-largest luxury goods group, is a pioneer. Currently, three brands, Cartier, IWC, and Montblanc, have officially launched WeChat boutiques. According to a survey conducted by Beijing Business Daily, IWC, Cartier and Montblanc launched their official micro-stores in March, May and June respectively. The sales categories include leather goods, watches, jewellery, pens and accessories. Prices range from thousands to several. It costs between ten thousand yuan. In the WeChat boutique, the products sold include not only the classic Portuguese watches, but also the new pilot watch series this year. However, WeChat boutiques are priced at the same price as offline stores and official e-commerce.
The official staff of Cartier told the Beijing Business Daily that consumers can order goods online through the official mall, WeChat boutique or by phone. "The price of purchased goods exceeds 10,000 yuan, you can use Alipay, online payment or transfer payment; the price of purchased goods does not exceed 10,000 yuan can be cash on delivery." In addition to the above three brands, Lifeng's high-end watch jewelry The brand Earl has also launched an official mall.
Coach took the lead in launching the exclusive offer on the WeChat public account, and French luxury brand Longchamp provided “customized†service through WeChat. Previously, the brand would provide customized services at specific time and designated stores. The randomness was relatively large, and it was difficult for consumers to customize exclusive bags. After the launch of the online customization service in May this year, consumers can use the WeChat platform to customize, choose the color and lettering, and pay via WeChat or Alipay.
Deep trapped shop tide
E-commerce companies that have been resolutely resisted may become a lifeline for luxury brands. At present, the profitability of luxury brands has been hit successively, and many brands are still adjusting by optimizing the distribution of stores, but the results are minimal.
The first Gucci counter in Hefei, Wuhu Road, was officially closed recently. According to the staff, the closed store was caused by the expiration of the lease contract. This is also the second store that the brand closed this year after Gucci closed the Chengdu Renhe Spring Department Store in January. The Beijing Business Daily reporter learned that the reason for the closure of the Renhe Spring Department Store was also due to the expiration of the lease contract. In addition, Montblanc's larger store in the southern market, Guangzhou Taiguhui store, also closed down.
Luxury goods in China have bid farewell to the ten-year golden period. According to the relevant staff of Gucci China, the store is to adjust the layout, the opening, migration, termination and adjustment of the store are the regular items of the brand. However, this also shows that the era of “making money can make money†is gone forever. Luxury brands are affected by the economic situation, consumption transformation and overseas purchasing. They have to optimize the distribution of shops and let the rents be spent on the cutting edge. The benefits are greater.
In fact, the wave of luxury brand stores began to spread at the end of last year and has not stopped. According to RET Ruiyide China Commercial Real Estate Research Center, last year, LouisVuitton, Gucci and other 11 luxury brands closed 34 stores. Among them, LV and Gucci close the store, the store is 6 and 5 respectively. Prada and Burberry also closed 4 and 2 stores last year. For luxury goods, it is impossible to avoid closing the store. The economic development has slowed down, the market has reversed, the consumption habits of Chinese consumers have changed, and tourism has replaced the luxury goods into the needs of the middle class. The status quo of luxury goods in China is worrying.
Cultivate new growth points
Putting down the body and moving to WeChat will be an inevitable choice for luxury brands. The Wealth Quality Institute believes that this year will be a year of large-scale electric shock for luxury brands. Entering mobile e-commerce will be an inevitable choice for all brands. Hermes, Chanel, and Dior have successively tested water and electricity companies, and also sent reassurance to other brands of "electric shock."
Luxury industry practitioner Zhang Wei said that this year luxury brands will face more pressure in China, and the launch of WeChat boutiques will allow brands to increase their exposure and help to tap potential customers. According to the statistics of L2, a luxury digital research institute in the United States, 92% of the brands have opened the WeChat public account, but only 17% of fashion and 16% of jewelry watches will provide membership services through WeChat, and less than 10% will use WeChat. Coupon and WeChat payment function, huge space to be digging.
In addition, some analysts believe that compared to other platforms, WeChat is a new form of communication with the characteristics of circle communication, while luxury brands pay attention to word-of-mouth communication based on certain circles. If operated properly, WeChat will become A new means of media communication for luxury goods. Compared with PC and brand apps, WeChat has stronger interactive functions, especially suitable for O2O interaction with offline stores. The Wealth Quality Institute predicts that WeChat will become one of the main means of luxury brand O2O strategy, and the value of the brand's official WeChat account will exceed the brand's official website.
Richemont Group revealed that brands such as Cartier have opened boutiques in China for more than 20 years, and the current retail network is very fixed. Chinese cities not covered by stores can quickly deliver goods through e-commerce channels, while providing the same level of service as physical stores. The relevant person in charge of Montblanc said that the on-line WeChat side will make the brand closer to younger users and become a new way of communication between brands and users.
Low utilization
The luxury brand "electric shock" is in full swing, but the effect is not satisfactory. The luxury brand is testing the WeChat end, and the symbolic meaning is greater than the actual meaning. Zhang Wei believes that although the luxury brand WeChat opened store has followed the trend of the new media era, how to maintain the brand's high-end positioning of user experience, after-sales and maintenance is a key point to discuss.
WeChat boutiques are suspected of being tasteless. After the experience of the Beijing Business Daily reporter, consumers need to fill in all kinds of personal information when purchasing. Each order can only order one product. After ordering, wait for the official email to confirm. After the order is placed, it must be paid by third party within 24 hours. The money will be transferred to the merchant's bank account in full, otherwise the order will be cancelled automatically. Consumers cannot see delivery information and delivery time is not guaranteed.
In addition, WeChat boutiques still need to be improved in terms of browsing and payment. Beijing Business Daily reporters tried to place orders in Cartier and IWC many times yesterday, but they have not been able to successfully submit orders after filling in the address. Cartier official staff admitted that the current WeChat sales accounted for a very low proportion, "ordered through the official mall and telephone, because the way to enter WeChat boutique is relatively hidden, and need to fill in personal information in turn, for some less familiar with the operation of consumption It is more difficult."
Zhou Ting, an expert in the field of luxury goods and dean of the Institute of Wealth Quality, said that after the opening of WeChat service, it put forward higher requirements for the customer service ability of luxury brands. The online selection of goods, the smooth flow of payment procedures, the confirmation of orders, the experience and service after the store, and the matching of the offline delivery system are all in place to form an effective WeChat sales. Yang Dazhao, president of Utopia International Fashion Brand Investment Co., believes that after establishing a WeChat boutique, luxury brands must learn to interact with Chinese consumers.
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