Luxury Brand Dior Opens Handbags To Buy Business Online

Christian Dior opens WeChat electric business service today

Without any warning, France

Christian Dior announced on its official WeChat public platform this morning, "Lady Dior Small handbag Tanabata limited, online boutique sale", which means that Dior became the first luxury brand to buy handbags on the domestic line.

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Chanel,

The test of water electricity supplier's caution is different. The move of Dior to enter the domestic online shopping is more thorough and bold. The first three sellers are selling non core catalog products, such as glasses or jewelry, etc. the Dior online shopping platform launched by Dior is its core handbag Lady Lady Dior Small series. Users can complete the paction with the help of WeChat, do not need to shop and pick up products. They can receive express products after purchase, which is the true meaning of the electricity supplier service platform.

Since last year, luxury brands including Chanel, Hermes, Gucci and so on have been constantly testing the water for online shopping.

Bernstein, a luxury luxury analyst at Mario Ortelli, said earlier that luxury brands had been reluctant to conform to the digital trend.

However, as the growth of the emerging market is weak and the industry gains slow down, the company must carry out reform or else it will face a deadlock.

In fact, Dior has been keeping away from the electricity supplier. Until the end of last year, Dior started using the holiday pop up shoes store in the United States Bergdorf Goodman to test the water electricity supplier.

Some analysts said that the Dior's rare move into the domestic electricity supplier is seeking new impetus for growth.

Building a luxury brand takes time, resources and patience, but luxury brand shareholders are impatient. They just want to see the sales results of each quarter. They focus on performance improvement and profit rise.

The Dior fashion department reported that the company's revenue in the fourth quarter of June 30th fell by 2.9% to 464 million euros, compared with the 1% decline in the third quarter. The decline in operating revenue in the quarter was further expanded, while profit fell by 30.2% to 74 million euros.

At present, the electricity supplier has become a very important channel for luxury sales. The report predicts that the online luxury goods sales market will double to 12% in 2020 and three times to 18% in 2025, making the electricity supplier the third largest luxury market in the world after China and the United States.

As Dior tries to test the water bag business in the Chinese market, it will further produce the industry following effect, bringing new changes to the whole luxury brand handbags and garment industry.

According to a data report, although 3/4 of luxury purchases still occur in physical stores, consumers actually see or hear product information on the Internet before they are affected.

In other words, digital channels have become a leader in luxury shopping.

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According to a survey published by KPMG on the consumption of online shopping in China, the consumption of online and mobile luxury goods has exploded as a result of sustained and rapid growth in the popularity of smart phones.

45% of respondents said that most of their luxuries were purchased through Internet channels. Among them, WeChat became the largest traffic entrance of mobile Internet in China. Apparently, Dior is beginning to find market opportunities in this field.

Some industry analysts say that high-end luxury goods have failed to provide the experience of retailers like mass market, and have lost their historical advantages. The problem now is how they can make up for this gap.

Bruno Pavlovsky, the president of the Chanel fashion department, had also rejected the business in 2014, but the market environment had been reversed in just a year.

Last year, Chanel launched the Coco Crush premium jewelry series through Net-A-Porter's online pop-up store to catch up with the broader wave of e-commerce.

"The online fashion and luxury market is becoming more and more important, especially when luxury companies realize that increasing physical stores is no longer the only choice."

Luca Solca, a bank analyst in Paris, France, said earlier.

Now, China's luxury market has been penetrated, and the forefront of the market has been occupied. Luxury brands are looking for more opportunities for growth, giving consumers the convenience of online shopping.

In October of last year, Cartire opened the WeChat business platform, which no one had ever thought of 2 years ago. Cartire, a jewelry giant, would go down to develop the online shopping market. The new era started without mercy.