Coach exit Tmall can not stop luxury brands force electricity supplier-mentalist

COACH from Tmall can not stop the luxury brand force electricity providers before us luxury brands COACH opt out again in one year after entering the Tmall flagship store. On the contrary, the world’s largest luxury group LVMH’s high-end beauty brand France Guerlain GUERLAIN officially announced Tmall settled Tmall. Analysis of the industry, swing COACH two into two Tmall behind the indefinite and luxury brands online development overexert and positioning is not clear, but the urgent need to open the young consumer market of luxury brands, Tmall still has the flow of resources are richly endowed by nature, the brand also has a brand into the home. COACH once again opt out of Tmall, quit Tmall, COACH official reply once again clear that digital is one of the global strategy of COACH, through the integration and optimization of resources, will continue to provide services to customers in the official online store. It is reported that COACH joined the electricity supplier services on the official website in early November 2012, from the beginning of last year, WeChat COACH official public number is also added to the entrance of the online store, WeChat consumers click on the image in this article can connect COACH to view the official website to see the product information, directly through the purchase function. COACH Greater China president and CEO Yang Baoyan said in an interview, the electricity supplier for the brand is not only a sales channel, but also in the store can not reach the brand display channel in the region. Although embrace the electricity supplier has become a trend, but similar to COACH, luxury brand "electric shock" channels usually give priority to choose self built official website. For the COACH once again quit Tmall, it was speculated that the international luxury brand in Tmall, Jingdong and other domestic B2C platform, more is to "test the water" the domestic electricity supplier user characteristics, etc., after the most will be a way to self electricity supplier website brand promotion, in the self built platform, brand control is stronger, can the concept of brand value transfer to consumers better. A new way is not self official website of luxury goods and apparel retail industry research firm No Agency founder Tang Xiaotang believes that the two cooperation, two terminated COACH and Alibaba, are based on the interests of both sides of the game, but after two of the two market position change, hope the benefits are different. In addition, the current electricity supplier channels for most luxury, the role is mainly user experience, rather than sales function, so with the Tmall for the public and low-end market platform cooperation, without harm. Also insiders analysis, foreign traditional enterprise self built electronic business platform is not grounded, while domestic fashion electricity supplier monopoly talents scarce, lack of excellent operation team, so they are also faced with how to get traffic, logistics, after-sales service and other localization problems. COACH online failure is due to the Tmall as the channel and anti counterfeiting targets, on the one hand lack of experience and ability to operate electricity providers, on the other hand authorized channel, purchasing disorder, in this case, the self built official website is often a no return. In fact,.

COACH退出天猫不能阻止奢侈品牌发力电商   日前,美国奢侈品牌COACH在入驻天猫旗舰店一年后再次选择退出。与此相反,全球最大的奢侈品集团LVMH旗下的高端美妆品牌法国娇兰GUERLAIN以天猫直播的方式正式宣布入驻天猫。业内人士分析,COACH二进二出天猫背后的摇摆不定与奢侈品牌线上发展用力过猛和定位不清有关,但对于急需打开年轻消费者市场的奢侈品牌来说,天猫依旧有得天独厚的流量资源,有品牌出走,也有品牌涌入。   COACH再度选择退出天猫   退出天猫之后,COACH方面的官方回复再次明确了数字化是COACH的全球战略之一,通过资源的整合和优化配置,将继续在官方网上商店为顾客提供服务。   据悉,COACH早在2012年11月就在官方网站加入电商服务,从去年开始,COACH的官方微信公众号上也添加了网上商店的入口,消费者点击微信文章中的图片就可以连接COACH查看官网查看产品信息,直接打通了购买商品的功能。COACH大中华区总裁兼首席执行官杨葆焱在接受媒体采访时曾表示,电商对于品牌来说不仅仅是一个销售渠道,更是在门店到不了的区域的品牌展示通道。   尽管拥抱电商已成趋势,但类似COACH,奢侈品牌“触电”渠道通常会优先选择自建官网。对于COACH再次退出天猫,此前就有猜测,国际奢侈品牌入驻天猫、京东等国内B2C平台,更多的是“试水”国内电商的特点、用户情况等,之后多半还是会以自建电商网站的方式展开品牌推广,在自建平台上,品牌控制力更强,也能更好地向消费者传递品牌价值理念。   自建官网并非新出路   奢侈品及服饰零售行业研究机构No Agency创始人唐小唐认为,COACH和阿里巴巴的两次合作、两次终止合作,均基于双方利益的博弈,不过前后两次二者的市场地位有所变化,希望获得的利益已有所不同。另外,目前电商渠道对于多数奢侈品来说作用主要是用户体验,而非销售功能,因此与天猫这一针对大众和较低端市场的平台合作百害而无一利。   也有业内人士分析,外来的传统企业自建电商平台不接地气,而国内时尚电商专营人才稀缺,缺乏优秀的运营团队使他们还面临着如何获取流量、物流、售后服务等各种本地化问题。COACH线上的失败是由于仅把天猫视为渠道商和打假的对象,一方面缺乏自运营电商的经验和能力,另一方面授权渠道商、代购杂乱无章,在这种情况下,自建官网往往是一条不归路。   实际上,奢侈品牌的稀缺感与互联网追求大众普及的目标是相反的,但不意味着奢侈品不能和互联网结合。对于消费者来说,网购提供的便捷使他们对奢侈品文化和产品特点了然于心,唯一的困扰则是良莠不齐的水货、假货,而奢侈品牌入驻电商平台建立旗舰店恰好可以为消费者提供一个购买正品的渠道。对于奢侈品牌来说,他们所追求的高贵服务,在电商平台上也可以通过构建自己的养护体系、打造奢华专享的商品呈现来实现。   年轻用户变得很抢手   根据麦肯锡咨询联合意大利奢侈品协会Fondazione Altagamma发布的《奢侈品数字营销观察年度报告》预测,线上奢侈品销售市场份额将在2020年翻倍至12%,2025年这一比例将升至18%。贝恩咨询的报告则显示,78%的消费者选择从互联网获得奢侈品信息,这需要品牌变得更年轻更时尚同时重视电商,在中国,电商平台正成为奢侈品牌们重要营销渠道。   随着2014年奢侈品行业进入增长缓滞期,奢侈品牌拥抱电商变得愈发迫切。据了解,Burberry、La Perla、Y-3等覆盖服饰、鞋履、内衣、箱包领域的时尚潮牌,全球最大的奢侈品牌LVHM集团旗下Make Up For Ever、雅诗兰黛、兰蔻等一线美妆大牌,以及Agnesb、Stellaluna等时尚轻奢品牌均已开设官方的天猫旗舰店。   LVMH集团大中华区总裁吴越在天猫直播中阐释了电商之于奢侈品的重要意义,在他看来,目前,中国电商的发展已经让市场和消费者都数字化了,电商这个曾经技术型概念已经成为“空气”一样的必需品。在这种情况下,品牌和产品跟电商的合作,不是一个简单的网上网下渠道的问题,而是360度为消费者服务的举措,本质上是创造一个新的沟通和服务方式。对于为何选择入驻天猫,吴越表示:“时尚品牌一定需要和年轻的时尚消费者结合。目前天猫已经吸引了中国的时尚人群,所以时尚品牌进入天猫理所当然。”   定位时尚的奢侈品牌目前正急需了解年轻消费者的消费动因,阿里巴巴平台4.34亿用户中的年轻消费者是奢侈品集团最为看重的资源,因此天猫也成为了各方的首选。据媒体报道,此次娇兰天猫直播,一小时内收获近400万次互动,5万新粉丝,18-25岁用户占比超过50%。而娇兰线下的彩妆平均消费年龄是30岁,护肤品消费者平均年龄是33岁。   此外,基于大数据,第三方平台还可以为品牌挖掘潜在客户,一直把天猫视为中国市场长期战略合作伙伴的奢侈品牌Burberry曾与天猫推出“潜客计划”,根据Burberry提供的目标客户画像,天猫可以基于阿里大数据为Burberry寻找并触达更多潜在的高端客户。   来自巴黎银行奢侈品分析师luca solca认为,奢侈品牌在中国如果想要进入到网络销售的领域,需要一个强大的第三方平台来做支撑,而天猫正是这一领域的专业玩家,并预计在未来几年内,奢侈品牌都会进入天猫等第三方平台进行销售。相关的主题文章: