Brand Trend: Burberry (Bo Baili) Stationed In Tmall

After China closed the Tmall flagship store under the light luxury Coach, the market has always thought that no luxury brand will appear in Tmall.

However, Burberry officially entered Tmall in April 2014. It is a big event in the luxury circle and even the business circle.

We found

Tmall flagship store covers all categories of brands (men's wear, women's wear, children's wear, make-up, gifts), and basically covers most of the styles in the official website. With the help of Tmall's ready made customer service system, customers can make more direct communication with customer service, and can quickly query whether local shops have physical inventory. In terms of price, they adopt the strategy of online, offline, and the same price as the official website; while adhering to the style of the brand and optimizing the Burberry official website, the page design is more suitable for the browsing habits of Chinese netizens.

There are quite a few people who use Tmall and Taobao as search engines. Tmall's flagship store has provided a good guide for customers who haven't touched the Burberry brand before. Therefore, as a good advertising location, it is meaningful to expand the brand online and Burberry's Tmall flagship store.

But if sales are to be done, the brand does not seem to realize that the vast majority of Tmall customers based on Taobao have not yet reached the purchasing power of buying high priced univalent goods and are especially fond of bargaining. Then, it is not a wise way to present goods on Tmall through the way of online and offline parity.

Having a customer service system is actually a double-edged sword. If it is not used properly, it will reduce the brand, such as clearly marking the customer service time to 22, but it is unacceptable to have no reception at 21:30.

The above points can explain why Burberry's flagship store has been abnormally poor since its opening up in.

We believe that Burberry can be improved at least from the following 3 points:

1, based on

The data provide decision-making basis for the fine operation of the brand.

For example, we can get the geographical distribution of visitors through the background data of Tmall, assist the location of new stores under the line, analyze the page's thermal chart, and select the styles of Chinese market, or even the pricing of new products, and try to test the water on Tmall before listing.

2, launch Tmall Online

Although the strategy of online and offline parity has maintained brand image, but it is more suitable for large products (such as household appliances) that can only be purchased at home, if small items are likely to become a free experience shop with no reason to refund for 7 days, customers will find it cheaper to find a purchasing agent on Taobao after they try to return them.

So the introduction of some products that can only be purchased in Tmall channel is also a good way to keep customers.

But at present, luxury goods in China continue to weaken, so we may consider that a deputy card directly on Tmall will boost sales and get instant results.

3, integration of interest distribution mechanism, and pformation of offline shop experience

With the help of Tmall's existing customer service system, the offline shop salesmen can be pformed into online customer service, undertake the responsibility of receiving customers, and deal with customer consultation in real time. If customers order, they can also easily allocate performance and sales commission, saving the cost of additional customer service training and online training.

After solving the problem of profit distribution, store salesmen will also be willing to recommend online stores to customers.

In the future, it is not necessary to do deep SKU in the physical store. Customers who do not want to carry their bags can make customers choose in the store, place orders on the Internet, distribute them in a unified warehouse, and reduce single store inventory.