Italy Luxury Brand Ferragamo Online Business

When you stay indoors, you can understand the fashion trend.

The brand seems to be facing a change in electricity supplier, especially in the cold winter of the economic downturn. The high cost of marching into the three or four line cities and the convenience of flagship stores on the Internet have already begun to compromise.

Recently, Italy's big Ferragamo official said it had partnered with the show network to sell online.

The new partnership has been officially launched in October 11th, and the reporter has also been confirmed by the show.

Armani network behind the push is YOOX group, there is a discount in the quarter.

"This time, Ferragamo gives us formal authorization. Our main products are

Shoes, scarves, accessories and so on.

Before we went to the headquarters of Ferragamo, Italy, we completed some purchases.

The product has been launched online in October 11th, and now the products are Ferragamo classic selling styles. Next, there will be new autumn and winter products in 2012, including some new window styles.

Xu Qin, director of public relations, told financial weekly newspaper reporter.

According to its disclosure, at present, the unit price of the network is six hundred or seven hundred, and the overseas commodity price is about 2500 yuan. In 2011, the total sales volume reached 1 billion yuan, and the sales of luxury goods accounted for 25% to 30%.

It is understood that this is the first official international luxury brand authorized by China's luxury electric business network sales.

But this model is not unusual in foreign countries. Ferragamo has authorized Italy's luxury website YOOX to sell online.

It is worth mentioning that the single brand mode of YOOX group has spawned the first luxury brand -Emporio Armani to launch online business in the Chinese market.

YOOX group formally launched in November 26, 2010 and operated the first official flagship store in Emporio Armani, the first partner in China.

This is the fourth stop of Emporio Armani brand following the opening of online shopping in the US, Europe and Japan.

With the development of the past two years, the flagship store of Armani has changed the domain name to armani.cn. The category of the website has also covered many brands of Armani. Consumers can buy the latest products of the Armani season directly, and can get the corresponding discount for the over season products.

Ferragamo online without discount

To get Ferragamo's network authorization will undoubtedly greatly increase the competitiveness of the network.

"For luxury goods, the supply of goods may be a very big bottleneck."

Ji Wenhong, CEO, told financial weekly newspaper that the authorization of Ferragamo has solved the problem before the show. "First of all, this will dispel the doubts of consumers, because we are the guarantee of genuine products. Secondly, the products are more abundant. The goods sold by the dealers before may have been sold well, and the selectivity of the products is relatively small. Finally, after the after-sales service, we and the Ferragamo will give consumers the best protection."

But the cost of enjoying so many advantages is restricted by many aspects of Ferragamo, including brand promotion, price, exhibition communication and so on. All these rules are consistent with those of offline stores, but the most important thing is the price problem: "the price of Ferragamo gives us the policy of discount and purchase, which is consistent with those of offline stores. The final price is also consistent with those of offline stores. We will abide by the agreement with Ferragamo about price, which is determined by Ferragamo."

Price advantage has always been the killer of e-commerce providers to beat the offline stores. However, the price of online products is the same as that of offline stores, which makes consumers disappointed with the purchase of cheap luxury goods online, and to a certain extent, it weakens the competitiveness of online products.

But Ji Wen hung is optimistic about this. He thinks domestic consumers are relatively mature, "he may not have time to shop.

Many consumers are very familiar with such a large brand such as Ferragamo, for example, the number of shoes may be worn by how many yards, the quality of the product can be judged through pictures, not necessarily to try it on in person.

Compared with offline stores, online channels can break through the geographical restrictions. On the distribution of products, Ji Wenhong thinks that the differentiation and product richness of network channels will have more advantages than offline stores.

Of course, as an electricity supplier naturally has its own unique way of operation, "we will also have some VIP member discounts, there will be some special points, gift feedback, and so on, this is also.

Approved. "

Ji Wenhong said.

Armani "taste the sweetness".

Burberry is the most radical.

Although most luxury brands are not much on line, the APP software launched by Gucci, Velentino and Prada, which is cautious and willing to taste, is a small step forward.

But the so-called "online flagship store" is only used as a display and can not be purchased directly.

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Luxury brands and electricity providers were not well liked before, especially at the end of 2011, when Coach joined Alibaba's Taobao mall to launch the official flagship store of Coach Taobao mall, which was also the first online shopping platform opened by Coach in the Chinese market, but it was closed after a month.

This is misunderstood by many people as the failure of Coach to test the water electricity supplier, but according to the insider, the two sides are also limited for a month at the beginning of the cooperation.

Today, Armani, the first crab to eat, has tasted the sweetness of the Internet.

Armani's flagship store seems to have gained more than expected results in the Asia Pacific region CEO Fabrizio Dosi, otherwise Armani will not expand the brand line of online sales.

And its original intention to open the official website in China seems to be very simple -- making up for the inconvenience of shopping in the three or four tier cities and providing better services for potential consumers, after all, Armani has only more than 160 stores in China.

More aggressive Burberry, the strategy of online and offline promotion has made it known to all of its ambitious ambitions. Even in the second quarter, the retail sector's performance has increased by only 1%. In the latest annual report, it will continue to open the shop as the top priority. For the three or four tier cities without coverage, the flagship store will undoubtedly become the top priority.

A two pronged strategy seems to confirm the words of BurberryCEO Angela arrow, "I came to China to win gold medals."

TIPS

10 billion of business

Many people worry that the high-end image and privacy service of luxury brand online will be eroded online, resulting in image damage. But from the experience of luxury online shopping development abroad, it seems that it has not been greatly affected.

Overseas luxury websites have formed a relatively mature operation to some extent, and the complex Internet environment in China has become their biggest worry and doubt.

But that does not mean that they will give up communication with consumers through this digital way.

According to Ji Wen Hong, luxury brands are very active in e-commerce channels, some of them are self built channels, and some are cooperating with e-commerce providers.

"Cooperation with domestic mature luxury websites may be more popular. Although they have many successful experiences abroad, they may need to be familiar with Chinese online shopping partners to help them achieve brand communication and merchandise sales."

Ji Wenhong obviously valued the latter's cooperation mode.

At present, there are Burberry besides the Armani.

Luxury brands with many years of experience in brand operation will of course weigh the advantages and disadvantages of self built online channels and e-commerce channels.

Self built channels seem to coincide with the high-end positioning of luxury goods, but opening e-commerce is far from being a platform. This means that there must be a brand design team, logistics distribution and service system team, which means high cost and certain risks.

According to research data from AI consulting, the paction volume of luxury online shopping in the mainland of China is expected to reach 10 billion 730 million yuan in 2011, which represents an annual growth of 68.8% over the 6 billion 360 million yuan in 2010.

Even if the economic situation is frustrating, people still can not resist the temptation of luxury goods, or luxury goods at this time is a placebo.

No matter what the result is, luxury goods and

Integration is a turning point.