From the beginning, Chanel "high profile" continuous price rises sparked international luxury brands compete to follow, dense with rising tide, most of the average up to 20-30% per cent. This "coincidence" of General rising trend was in the detonating high popularity at home and abroad for sustained attention and opinion disputes. In addition, in addition to prices generally rose, the major luxury brands have begun to adjust in the context of the global "differential price policy". As the world's luxury goods in China's second-largest consumer, can become a major luxury brands in this price strategy adjustment fight for every inch of land, careful deployment of key positions.
On one hand, in some Chinese consumers inspired by the great desire and consumption power, through rising prices increased purchase costs for domestic consumers again; on the other hand by reducing up to Hong Kong, Europe and other traditional luxury goods purchases per cent, again reduced the luxury purchases spread both inside and outside. Although this price adjustment of policies conducive to the rise of luxury consumption market in mainland China on macro and norms, but also it is in this context, local consumers can undoubtedly select luxury purchases means reduced to sweep goods abroad as well as the advantages of buying from overseas are also gradually weakening. To bear price increases but at the same time, began to explore and try new ways to purchase. New luxury e-commerce, in this context and will play an irreplaceable role in the process, and exhibits unusual explosive force and attractive.
But at the high-end and luxury private e-commerce selling sites, like other sale channels, luxury global prices will inevitably also brings challenges and impact of the wave.
Continuous price in the event of the recent concerns of Chanel, as one of its channels of sale of high-end business platform to once again play the "alternative", has a subversion of the significance of the roles. It is learnt that the Chanel recent adjusted prices have global markets, including the United States, and Canada, China, Hong Kong and other places, some best-selling or classic, rose as high as 20% per cent. Subsequently, the journalists visited and interviewed many of the Chanel counter of sale, stores and buying platform, discover related products the price tag has almost all of the above channels quietly updated to price increases after the latest price. But unexpected discovery, continuous price increases in this round of Chanel spree, only one is not with the potential to rise and the price of sale platform declared "not to raise prices."
The alternative platform is to have Disney Consortium on sale of investment background, one of the largest selling luxury private websites – are net. It is understood that the network was launched in April a high-end e-commerce in China and sold in luxury private innovation model – big day, that is, fixed a day seven days a week to launch an online shopping for luxury brands "concert. Chanel on top of concern at present, special time as each Wednesday.
Even more puzzling is that in addition to not follow the trend of price increases, a Chanel shangpin NET in each Wednesday in the Day, in addition to launching a subversive and seductive offers activities, even launched the buy gift promotions, such as over 10,000 yuan to send 20,000 yuan to send Chanel Chanel perfume, full glasses, over 30,000 Yuan at the same time sending such Chanel perfume and Chanel glasses. For this particular phenomenon, the reporter then interviewed shangpin Networks CEO Zhao Shicheng, he explained: "in fact, luxury prices is the rule of the industry a global market. As one of the largest selling luxury private websites, shangpin networks cannot reverse or avoid this trend by virtue of its own force. But in the luxury goods sales season, as the network back to the general membership, network members will continue to enjoy the preferential policy of the original price. "As a benchmark for luxury e-commerce enterprises, global network for the luxury goods price increases have also expressed their views," luxury prices for luxury goods industry is both an opportunity and challenge of electronic commerce. Opportunity is that luxury global price increases led to changes in consumer buying patterns, in buying have no price advantage of domestic and overseas sweep of cases, luxury online shopping to its own advantage will quickly become a favorite of consumers. Challenge is that the prices of luxury goods on a global scale, will inevitably make luxury Web site profits have plunged, many of the lacking capital strength, the supply security, innovation capacity and credibility of the foundation of small and medium sites are likely to face the risk of failure, last surviving would only be the industry leader or minority leader. However, this also in a certain sense and optimize the industrial concentration and competition, while not blind investments or more enterprises into the emerging industry. "Dang reporter asked in to Chanel for representative of luxury price General Rose wave Shi, is products still announced does not increases, is consider to such do of risk, Zhao Shicheng to out has clear of answers:" is products network is to in just does not to a years of time quickly development became domestic maximum of luxury private sold website, is originated from mode Shang of innovation and in service Shang of upgrade, is we launched of various brand offers and innovation activities attract has general member of support. There is no denying that currently do have a lot of sites are using price as weights to attract consumers, after the overall trend when price becomes a luxury, luxury price policy of the site will also be more rational, while not excluding the overall trend of reasonable price possible. But I think promoting core absolute luxury e-commerce development is not just price, is the aggregate power of prices, service and value-add. Therefore, a sophisticated e-commerce Web sites not under the influence of a certain type of commodity price fluctuations, because the site member's loyalty after all, is not simply by virtue of low prices in exchange for. ”
