Luxury Brand Collective Layout App Market Has No Sales Function In China

The Tie Break App joined the online purchase function.

Its innovation has attracted much attention. However, the brand new App has no sales function in China. What are the reasons?

It is reported that in the search of Apple Store, all luxury brands have corresponding App for downloading.

For example, Prada has previously launched Il Palazzo, Gucci's Gucci Style, Chanel Chanel Fashion, D&G's same name App, etc.

Luxury brands began to layout App ports as early as 2011, but the content is "different from each other".

Yes

The problem is confirmed, so the Silk Knots experience of Hermes has found that click on the purchase label shows "your country does not support online purchase".

It is understood that luxury brands in the App port, especially in the Chinese market App, its content is mainly consultative and interactive services, sales and other functional content has hardly been touched.

Yang Lin, the author of the new media application in luxury marketing, said that the characteristics of non luxury consumer goods, which are scarce and rare, have a natural mismatch with the mass media users of new media.

Actually in

With the wide application of the Internet and the serious impact of the electricity supplier, the proportion of users under 30 years old is over 70% among these App users.

It can be seen that the domestic mobile business is still the world of mass consumer goods. Luxury has not yet formed the competitive advantage of mobile Internet in China.

Coach staff once told the media that to do a single business or to do one hundred single business is not the boss's biggest concern.

Developing and selling products on the Internet is not an expectation of how many products to sell. Instead, the brand needs to collect samples in advance, including understanding the geographical distribution of visitors, types of needs, interested in which styles, and what types of feedback and problems are put forward online.

This may provide a reference for luxury brands to dig deep mobile customers in China. First, we should start with studying the habits and active areas of target consumers.

Therefore, we must consider

To cater to the consumer, we must work hard in terms of habits and interests, lock in the target, and find a matching platform or a self built platform.