Luxury Electric Business Intensifies Domestic Market Competition

As time goes by, the problem facing luxury brands who want to enter China's electricity supplier is the brutal growth of domestic vertical luxury electric providers.

Although this year's Internet start-ups have been hit by ice and fire, there has been a sudden rise in the field of vertical electricity providers.

Quoted data from media statistics: in May 19th of this year, Xiu Xiu net completed the C round of $30 million in financing; in May 25th, it announced that it had won the A round of 60 million yuan financing; in July 8th, the temple library announced that it had won more than $50 million of E round of financing by Ping An Innovation Investment Fund; July 8th, the luxury electric business charm was announced.

Strategic investment exceeds US $100 million.

The old luxury luxury electric business Fifth Avenue also held a press conference last week to announce the completion of tens of millions of yuan A round financing and O2O.

The luxury brand is on the cusp of going to China. At the same time, it must be counted on all kinds of overseas purchasing electricity providers that are already plentiful. It seems to be a grand event that will be held together.

Luxury brands to enter China to carry out e-commerce, the path is respectively with the huge number of consumers in China with the third party e-commerce platform cooperation and self built electronic business platform.

Leo Poon told reporters: Jingdong cooperation, the first year of tiger tiger exclusive supply to him (Jingdong), other online platforms we do not consider.

Tiger's practice is also a common practice for most luxury giants to enter China. On the basis of exclusive cooperation, the platform can provide a certain degree of exposure to luxury brands.

But there are also brands starting from the beginning of the road of self built electricity supplier: in early November, Cartire announced the opening of e-commerce platform.

Although from the feedback of users: price confusion, user experience is not friendly, but no doubt the self built electricity supplier can enable the brand to display the layout of the control page individually, and layout early.

"More importantly, we can control our own information, logistics and capital flows later.

This way of understanding is similar to the early development of the brand into the Chinese market, and then the gradual opening of the Chinese market. "Zhou Ting then went on to say," the biggest concern of the consumers is the self authenticity of the products, which is the authenticity of the products, and the second solution to the product experience and services. The three pain points have been solved, and a large number of passengers will come in.

In September of this year, tiger Heuer announced the Jingdong's first flagship store.

At the press conference on the day, Mr. Benoit Toulin, President of the LVMH group watches and jewellery Greater China, attended the Leo Heuer with the general manager of TAG Heuer, taga Hoya Greater China, and jointly announced the cooperation with MS. Feng Yi, President of Jingdong consumer products division, which is the biggest brand in the Jingdong class.

Always in

The move to maintain high acuity is not an industry accident. At the beginning of this year's Swiss watch exhibition in Basel, tiger Heuer announced that it would cooperate with Google and Intel to develop smart watches to deal with the impact of Apple Watch listing.

Speaking of reasons for cooperation, Leo Poon told reporters: "the reason why Jingdong is chosen is that Jingdong has always maintained its own business to eliminate counterfeit goods. We first took this into account.

The group's cosmetics brand, sifried, has already worked with Jingdong, and the group has a good trust in Jingdong.

The third and most important point is that before the Jingdong, there were many products sold by our brand, and the source was blurred. The condition we talked to Jingdong was that all the products of the unofficial channels were completely off the shelves before we settled in.

After entering the Jingdong, tiger Heuer began to try different sales models. First, the "Gloria Tang special watch" was placed in the pre-sale of Jingdong, and the selling price was lower than that of offline stores.

According to Leo Poon, this watch is also the best seller in Jingdong flagship store.

From the information feedback sent by Xiao Xiao mail, director of the watch Department of Jingdong consumer product division, the online store and the TAG Heuer (Tigo Hoya) store online are the principles of online and offline pricing, but the online and offline styles are not exactly the same.

Tigers only overlap 40 products and lines under the flagship store of Jingdong.

"Before we cooperate with Jingdong, we have carefully observed the data of tiger Heuer before Jingdong platform. For example, which items sell better online, we have done more than 10 years online, and we have a good idea of which items sell well. Then there will be a distinction between the slightly lower price, about ten thousand of the products sold online, and the basic unit price of the line is more than 30 thousand. At present, we are very satisfied with the strategy in the trial stage, and we may be deploying it with the data in the future."

Speaking of strategy, Leo Poon said.