Luxury Consumers Will Buy Electricity?

Even if not long ago, Luxury goods It also showed extreme caution and even sniffed at the electricity supplier channel. The question is, when luxury goods really enter the electricity supplier, will people buy it?

This week, the hot topics in the luxury industry are related to the electricity supplier: on the one hand, the news of Chanel entering the electricity business at the end of this year is still fermenting; on the other hand, the luxury goods group, the peak group, has shown strong interest in the electricity supplier.

Yelling peak

Despite the difficult background of the current situation, this is the near future. Luxury goods The most pleasant scene in the industry: at the financial times luxury industry summit, Johann Rupert, the chairman of the summit group, openly "shouted" to win over its main competitors. The world's largest and third luxury group LVMH and Kering cooperate with them to discuss the "luxury business" industry. It is also simple. Johann Rupert hopes that LVMH and Kering can participate in the acquisition and capital increase process of the Net-a-Porter Group Ltd. of its luxury electric supplier. The purpose of the shares is not to ask for money, but to hope that the brands of the two big groups will appear on this e-commerce platform.

The supply of goods has always been the gate of luxury business.

Previously, although most luxury electric providers, even the first and second luxury electric providers such as Net-a-Porter and Yoox had no ability to draw on traditional luxury brands such as Louis Weedon, Gucci and Hermes, they could only attract some new brands to enter, unable to achieve real luxury.

Chanel's attempt

Perhaps each of them will be a good way out?

Therefore, we see that Chanel, which has always rejected the electricity supplier, has begun to "cautiously" touch the net. It is reported that later this year, it will start selling eyewear products on the US electronic commerce platform. Chanel (Chanel) fashion President BrunoPavlovsky has revealed at the end of March that Chanel will officially launch a global electricity supplier network in the third quarter or fourth quarter of 2016. By the end of this year, three Metiersd'Art advanced handwork shops of Paraffection, Chanel's subsidiary company (including glove workshop Causse, hat making workshop MaisonMichel and Scotland knitted brand BarrieKnitwear) will separately open e-commerce channels.

Earlier, Chanel has made several successful experiments: in April this year, Chanel worked with Net-a-porter to open a sales area for its premium jewelry CocoCrush series, priced at Euro 1970 euro ~19000, and was robbed within 6 hours.

Luxury electric providers are promising

This shows that when real luxury goods enter the electricity supplier channel, they will still be optimistic.

At present, whether it is the Dior or Burberry that has been firmly established in the field of online marketing, or the Fendi and Chanel after launch, there will be considerable room for development in the future.

According to a "luxury market digital sales share" released by the Bank of Paris, luxury consumers in China and the US market account for more than 10% of their total turnover through e-commerce channels, followed by the British and Japanese markets, accounting for 8%; Germany accounts for 6%; and southern European countries account for 4%. Solca also revealed that many luxury stores no longer drive profit growth. However, when the brand starts to sell online, consumers will revive.

Luca Solca, general manager of Paris bank, said: "the electricity supplier is still one of the most important sources of growth for luxury companies, and has maintained steady growth."

　 　 Entry Lux It has been very successful.

While many top luxury goods are still cautious, light luxury goods have long been in the business sector.

A simple example is that as early as a few years ago, most luxury electric business websites in China began to spanform to light luxury or discount areas. At the same time, platforms like Tmall and Jingdong have begun to expand.

This is easy for us to see in the development of Samsonite, a luggage brand in the United States. From last year to this year, they have opened official flagship stores in Jingdong and Tmall, and their performance is also growing rapidly.

Their global CEO Ramesh Tainwala, in an interview with the express, revealed that their electricity business turnover has doubled in the past year, and that electricity providers account for half of the total sales in the next 3 to 5 years.

To this end, they also started construction of the world's largest logistics center in Ningbo. The planned annual turnover will reach 5 million bags to meet the needs of Chinese stores and electric providers. "China's electricity providers pay special attention to speed, this logistics center will make us faster." Tainwala said.