The Electronic Commerce Platform Will Become The Main Battlefield Of Luxury Accessories.
From WeChat to opinion leader KOL, luxury brands are constantly innovating their digital strategy in the Chinese market.
Recently, Luxury Society held the "DigitalLuxury Keynote" Luxury Summit in Shanghai. Data experts from Net-a-Porter, Farfetch, four seasons, Pernod Ricard, Alibaba, Baidu and other top companies gathered to discuss the latest Chinese luxury market.
Digitization
Marketing trend.
According to Mauron's survey, even powerful
Exposure brands also rarely attract overseas tourists' attention, although most Chinese consumers' luxury consumption takes place overseas.
There are only a few.
Luxury brand
Registered with Tmall and Jingdong mall stores, according to Kung Fu Data founder and CEO JoshGardner, these platforms are most suitable for selling 5000 yuan (US $772) products.
Therefore, low price luxury accessories, cosmetics and foreign wine are the most significant categories of online sales.
Josh Gardner stressed: "there is no real luxury paction happening on these platforms, but over the past year, the average online sale price of cosmetics and personal care products has risen, which means that the online sales channels of these products are most feasible.
He pointed out that very few luxury brands offer Chinese version of location and service functions of overseas stores, or attract WeChat fans in overseas stores.
He said: "since we know that tourism shopping is the current popular consumption mode, we are prepared to expand the service function abroad to add value to the brand and establish a trust relationship with the fans."
Another major challenge comes from duty-free shops. Chinese consumption accounts for a large proportion of duty-free shops.
He suggests that brands can put the brand WeChat account two-dimensional code on the handbag, so that if Chinese consumers buy branded goods in duty-free shops, they will not miss the opportunity to pay attention to the luxury brand public numbers.
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