Market Weakness See How Many Brands Online Luxury Products Are Challenged On The Platform.

Jingdong

According to the world clothing shoes and hats net, in July of this year,

London

Farfetch, a retail electricity supplier, invested $397 million and broke into a large sum of money, and used Jingdong's own logistics advantages to provide high-end distribution services to customers.

Farfetch is the world's leading luxury retail online platform. It has deep cooperation with 500 top buyers in the world.

Commodity library, about 150 thousand SKU online, in luxury electric business is second only to the main discount Yoox.

In 2015, Farfetch Black&White was launched, which directly challenged YNAP's flagship flagship store's operation business, helping to establish official website e-commerce pactions, such as Thom Browne and other luxury brands, and consolidating its exclusive partnership with upstream brands.

Jingdong resources are almost concentrated in China, and they are very small in the global market. If we join alliances with Alibaba or Amazon, we will obviously have stronger driving force.

The only explanation is that Farfetch wants to expand China's second largest market in the world.

The total marketing of Farfetch 2016 reached US $800 million, and the cooperation with Jingdong provided an excellent channel for them to open the Chinese market.

Jingdong's alliance with Farfetch, the brand of Saint Laurent of Kai Yun will integrate all its style series in the Chinese market. It will be released on the Farfetch platform. In October, it will also try the 90 minute service of "Jing Zun Da" of Jingdong, creating a luxury brand distribution service.

In March this year, Jingdong set up its own business in the apparel business. Recently, apart from participating in fashion week and collaborated with independent designers, Jingdong also launched a luxury electronic business platform Toplife.

Han Rui, vice president of Jingdong group, said Jingdong will focus on serving female users during the 11 / 11 this year.

Fashion and fashion has been the short board of Jingdong as an electronic business platform, and these two strategies themselves will make up for the shortage of online apparel.

LVMH

In May this year, LVMH released its own multi - brand online platform, called 24 S e vres.

The platform provides 70 different brands of the group, as well as other luxury brands under non group.

24 the feature of S vres is to provide online exclusive products, including cooperative products with other brands, such as Loewe, Chlo, Salvatore Ferragamo, etc.

Challenges of multi brand online luxury platform

1. Content and curatorial Exhibition

Luxury consumers pursue unique products, while online luxury retail platforms have done a lot in content.

Many online platforms have launched daily or weekly fashion matching recommendations, and through many new media forms (short video, small movies, etc.), the original boring text into fashion consumers are more willing to accept the form of viewing.

In June of this year, Farfetch bought the registered trademarks, inventory and customer data of Style.com.

This will also enable GQ and Vogue to directly guide consumers to shop on Farfetch's website in the future.

Matchefashion.com plans to expand its photography, video and editorial team in East London.

The company is also trying to provide consumers with more intuitive and accurate consumption experience and fashion suggestions through more diversified online content presentation methods.

2, exclusive products and personalized customization.

At the beginning of last year, Farfetch had reached a strategic partnership with Gucci, enabling the 10 cities in the world to enjoy the online logistics and the 90 minute logistics service.

Yoox Net-A-Porter and Cartier, together with Montblanc, have launched exclusive exclusive jewelry watch series products. Panth re de Cartier this watch series is sold exclusively on Net-A-Porter platform.

In order to cater for China's Tanabata Festival, LVMH's Loewe specially designed Tanabata limited handbag and sold it exclusively on Tmall platform.

TrueFacet, a second-hand jewelry watch online trading platform, announced that it will expand its scope of business services, will add new brands and launch limited value products.

Moda Operandi also plans to launch Limited services for specific brands, including signature services.

At present, Moda integrates Prada to launch Online Limited shoes and handbags.

More interesting reports, please pay attention to the world clothing shoes and hats net.