Love is not that simple.

Only two years ago, luxury goods and

There is no such thing as "love", or even the attitude of luxury goods to the electricity supplier is disdain.

In terms of traditional and classic luxury goods manufacturers, the value of their brands lies not only in product history and design technology, but also in providing better services.

Only by entering the store, consumers can feel the "luxury" of the brand through the luxurious shop, and feel the brand culture through the face-to-face shopping service. These are all "cold" computers that can't be done.

At the same time, they also believe that selling luxury products on the Internet public platform will reduce brand value and brand prestige to a certain extent.

In 2013, Chanel fashion president said: "fashion needs people to see, feel, and understand in person.

Maybe electricity providers can sell more products, but that's sales, not services. "

But why is it that only two short years are "disgusting love"? The change of shopping mode has led luxury brands to see that online sales will become a cake that can be made bigger.

According to Bain consultancy report, last year global online luxury sales grew by 165%, about 12 billion 200 million dollars.

This figure accounts for only 5% of the total sales of luxury goods by two hundred billion US dollars.

Today's consumers clearly know what they want, right.

Culture and product characteristics are also clear.

They do not have such strong desire to buy from a physical store, but prefer to choose a convenient online shopping mode: light mouse, merchandise selection, online payment and waiting for receiving.

Moreover, the consumption capacity of the older generation of luxury consumers is slowing down. The "post-80s", "post-90s" or "00 after" born or growing up in the Internet age are becoming the major consumer groups of luxury goods, and their consumption habits are innate with internet color.

Some people in the industry say that the first brand package of consumers may choose to buy in a physical store, but after going out of the "rookie" stage of luxury goods, they will still turn their consumption to online.

The purpose of production is to sell products to consumers. Since consumers are inclined to this way of meeting, luxury goods owners can only embrace the electricity supplier.

The frequent "touches" of luxury goods also owe to Bo Bo Li ancestors' further exploration, and the fact that they have captured a large number of new generation of consumers after entering Tmall mall makes the luxury goods owners feel deeply that they will lose many opportunities if they do not touch the net again.

Luxury electricity providers difficult to authorize

For luxury goods manufacturers, online trading helps to stimulate consumers' desire to buy, expand the brand market and attract potential consumers to offline stores through timely dissemination of information.

Despite all the benefits, some people have questioned the "future of luxury goods providers".

After all, the luxury retailers who have been working in China for many years are not having a good time.

It is not difficult to dispel such doubts, because luxury vertical providers and

It's not the same.

One of the important reasons why the former is in trouble is its empowerment problem from the very beginning: it is understood that one of the sources of goods of a well-known luxury electric business is the brand agent in China, but even with the authorization from agents, most luxury brands will not be easily authorized to give electricity providers.

The uncertainty of supply leads to uncertainty in the minds of consumers.

The domestic electricity supplier environment is also facing a vicious circle of low price. Online shopping groups are highly sensitive to the price of luxury goods. Luxury websites are hard to maintain a large number of customers with high loyalty.

In addition to the pformation, some luxury electric providers, such as excellent public network, set up offline stores in the two or three line cities, but compared with other Internet industries, most of the luxury electric providers have had a hard time.