Western Luxury Business Enterprises Enter The Chinese Market

< p > luxury electric business may be the only market that western electric business enterprises can achieve successfully in the mainland of China. First, we have a deeper understanding of luxury marketing, and the two is mastering the source of goods.

After two or three years of strategizing, many Western luxury electric business enterprises have entered the Chinese market through different paths.

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< p > luxury electric business may be the only market that western electric business enterprises can achieve successfully in the mainland of China. First, we have a deeper understanding of luxury marketing, and the two is mastering the source of goods.

After two or three years of strategizing, many Western luxury electric business enterprises have entered the Chinese market through different paths.

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In late March, in the late March, the Chinese version of "P" was launched by the British NET-A-PORTER, which has long been popular in the fashion industry.

In the previous year, the group bought the limited time luxury discount website and converted it into the Chinese version of THE OUTNET, the luxury discount website of the group.

Last June, THE OUTNET global managing director Stephanie Phair talked to me at Shanghai Si Ji Hotel coffee shop. The group is under the banner of Richemont, the second largest luxury group in the world. Although it has plenty of money, it will not adopt the way that the Chinese mainland electricity providers have generally sacrificed their profits to make a profit at a loss.

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Stephanie Phair did not disclose specific sales figures in the 1st Anniversary mainland China after the launch of P, but pointed out that sales in China are increasing month by month.

The sales brand increased from more than 100 to 230 international a target= "_blank" href= "//www.sjfzxm.com/" > designer "/a" brand.

Chen Renzhong, President of the China group, said that the top three brands in the past year were Alexander Wang, Chole and See by Chole and Vanessa Bruno, and Alexander McQueen and Marni were also popular.

Among them, the sale of the British brand Vanessa Bruno surprised him. This shows that some consumers in the mainland are beginning to buy brands that are not known by the public.

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< p > contrary to the way NET-A-PORTER group entered China, Italy Yoox group first launched its official online shopping, such as Armani, and then launched a multi brand shopping website THE CORNER. Finally, the luxury discount website YOOX was launched.

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< p > NET-A-PORTER and YOOX group are the leaders of the global luxury electric business, but it is worth exploring whether the western market practices are suitable for the mainland market.

In the background of China's Internet often winner taking all the time, the first is whether the internal websites of the group can play a combined advantage.

In the case of YOOX group, the brand official website, THE CORNER and YOOX remain independent and do not guide each other's traffic.

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Ms. P and Ms. Rice have apparently taken this into account when taking the Chinese name, but the fact that the price and discount websites are in fact low in customer overlap.

According to Stephanie Phair, less than 10% of NET-A-PORTER customers in the world have been shopping in the outlets.

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< p > perhaps based on this data support, Chen Renzhong launched the website's brand Iris &Ink, which is not regarded as a self created brand. Instead, it regarded it as a single product collection that can be mixed with any other brands a target= "_blank" href= "http:// www.sjfzxm.com/" > clothes "/a". As a basic series, it sells with all kinds of large discount products in the company.

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< p > in addition, the company has also launched a cross-border series with designers. The first cooperative Oscar de la Renta has been more than 80 years old, and is the only remaining designer of "advanced customization" in the fashion industry.

The price of a dress for Oscar de la Renta is hundreds of thousands of RMB, and its customers are mostly Hollywood stars. This year CCTV Spring Festival Gala Jane Zhang wore a dress of Oscar de la Renta.

The Oscar de la Renta and the crossover limited limited premium clothing series range from 3500 to 9750 yuan.

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The cooperation between Western luxury electric business enterprises such as P, NET-A-PORTER and YOOX has reached a very deep level with the top designer brands.

At the end of last year, YOOX established a joint venture with Kering (formerly known as PPR, one of the world's three largest luxury goods groups) to provide official online shopping services for its Gucci, Bottega Veneta and other brands.

However, even if we have mastered the advantages of the goods, we may be intolerable to China's marine scouring army. As long as the spread exists, there will be no shortage of shops with Chinese characteristics.

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< p > there is also no fear of the sea.

Australia's leisure brand UGG Australia, which has opened a number of concept stores in 9 cities such as Beijing and Shanghai, will open 15 new stores in China this year. Meanwhile, it will launch the official Chinese sale website and open an official flagship store in Tmall mall to open the official online shopping platform.

By contrast, Mr Porter, NET-A-PORTER's menswear shopping website, has yet to enter the Chinese market.

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The strategy of < p > YOOX group is to directly enter China and establish a storehouse in Shanghai. Its official website and its THE CORNER are in line with the price of the franchised stores.

NET-A-PORTER did not follow THE OUTNET to put its headquarters in Shanghai. Instead, it settled in Hongkong, so that goods could have a certain price advantage over the mainland of China. At the same time, Hongkong's delivery to China could also ensure that it arrived within two or three days.

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< p > so far, there are still differences in the issue of whether or not foreign luxury electric providers will enter China. The SHOPBOP of the US Amazon and the LUISAVIAROMA of Italy have adopted the way of poceanic express. The courier fee is not expensive, but consumers need to wait for a longer time. This is quite different from the "daily arrival" shopping habits developed by Chinese consumers.

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< p > China's luxury consumption has ranked second in the world. So is the potential of luxury online shopping market unlimited? How to deal with the negative growth of the luxury market in the future? Chen Renzhong said NET-A-PORTER is definitely not a popular brand, not a company that can "serve hundreds of millions of people", just like the Chinese name of NET-A-PORTER group, "special group", which means "quite special".

This "quite special" luxury consumer business mode of consumption can not satisfy the "very special" Chinese online shopping consumer group.

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