With the rapid development of e-commerce in China

Has always been a conservative start targeting international luxury brand China as a market full of potential, have come to China to test the water network sales. November 26, 2010, Emporio Armani launched e-commerce channels in China, started a luxury Subsequently, the world's largest luxury goods group YOOX in online sales on December 1 announced in China. March 1, 2011 marni.cn formally launched May 4 bally.cn on-line, multi-brand shop thecorner.com will be officially opened in the second half. The countries such as Fifth Avenue, attractive benefits, such as China's domestic network to share a luxury shopping site such as have mushroomed rise even more ......

2011, the luxury e-commerce in China has witnessed a boom, it was called the 2011 luxury e-commerce, China's development of a high degree of attention and a lot of thinking: What is the reason the conservative luxury brands in China, trying to e-commerce? Luxury brand in China, what kind of business strategy? Luxury online shopping in China will Luxury e-commerce development in China is the trend or short-lived?






YOOX Group Global CEO Federico Marchetti, founder and President

With these questions, especially fashion network interview YOOX Group Global CEO Federico Marchetti, founder and President, listen to his luxury e-commerce development in China's insights.

one of the luxury e-commerce in China

Fashion Network: What do you think people in China will choose to buy luxury goods online?

Federico Marchetti: China is the world's second largest luxury consumer, is expected to be in five years become the largest consumer of luxury goods. Chinese luxury goods market has great potential, relatively young consumers. 80% of Chinese online consumers younger than 45 years, compared to 30 percent in the United States and Japan, 19 percent of the consumers. China's luxury goods market is the youngest, which means they are more familiar with the network at the same time, it also features with younger Internet users are usually fit.

Fashion Network: Compared with the traditional methods of marketing, network marketing, you think the advantages and disadvantages of that?

Federico Marchetti: I think there is no conflict between the two, in fact, they are a complementary relationship. Compared with traditional marketing, Internet marketing has many advantages, such as: wide coverage,Coach Handbags, transmission speed, information, features large, vivid detail the content, customer information, traceability, no specific time limit.

but as a new product of the network economy, network marketing, there are some disadvantages, mainly in the dissemination of the lack of sense of reality, means of payment security, logistics patency, such doubt the authenticity of the product.

YOOX Group would like to network marketing to the maximum extent the disadvantages to advantages. We opened an office in Shanghai and logistics center for Chinese consumers with comprehensive localization services and enjoy the shopping experience; we provide wait service allows consumers to directly express the time to try to reach; our security microchip RFid seal to ensure every piece of official merchandise is authentic; cash on delivery, and support a variety of local online payment platform (such as PayPal) to ensure the safety of consumer payment.

Fashion Network: Do you think e-commerce site in China with foreign luxury which will be the difference?

Federico Marchetti: Chinese e-commerce market is not mature enough. Most of the volume of e-commerce are important, they are just selling clothing site, fashion information and deliver the brand's official website has a considerable gap. Because for luxury, high quality and detail is top priority. European e-commerce start early, are relatively mature. YOOX Group, as the major brands of e-commerce partner for the brand to provide a complete e-commerce solutions, including network operation and maintenance,Chanel Bags, interface design, logistics, customer service, network marketing and online retail and other aspects of successful experience.

In China, there is no such well-known e-commerce practice and understanding of international fashion trends in business, can not understand the brand's retail needs and characteristics of the network can not provide for the brand of this particular channel in the long-term strategic development proposals Here there is a gap in the market. We enter the Chinese market is to fill in gaps.

Fashion Network: luxury sites gather prices by a lot of popularity, but long-term development perspective, it would have a negative image of the noble image of the brand?

Federico Marchetti: YOOX Group in the Chinese market to take a full price strategy. In China, we have two business models: the official network of single brand flagship store, and the upcoming second half of this year, on-line multi-brand online stores thecorner.com.

In both modes, we sell brand new genuine official season, the distinguished services of the network experience is our advantage.

for fashion brands, a quarter of goods also need the right sales channels in foreign countries, we have another multi-brand online stores yoox.com discount sales to the quarter of men and women fashion brands, whether it is brand image or store goods on display, we will follow the requirements of the brand designed to ensure a unified brand's public image. At present, China has discount luxury sales site are not official sources of goods and pricing.

Fashion Network: You can predict the luxury e-commerce development in China prospects?

Federico Marchetti: According to the report, expected by 2015, China will overtake the U.S. as the world's luxury goods superpower. China's luxury goods e-commerce market has great potential and broad development prospects, Chinese consumers will become more mature, more concerned about quality rather than quantity. For the YOOX Group, I hope we can continue to play a good role, and to study the market for more fashion brand e-commerce business in China to help.

the Internet plays in people's lives more and more important role, it will become an important strategic platform. A few years later, we want to brand sales, online shopping accounts for an average of 1-2% from the current expanded to 3-5%. Now the ratio is still very low due to the official online shopping luxury goods in China is still fresh. I am pleased that in China, a government report said, consistent with our forecast that China hopes within five years, Internet sales accounted for the real economy to increase the proportion of consumption to 5%.

Second, on the multi-brand online stores

Fashion Network: YOOX business model? The face of domestic consumer spending habits and consumer attitudes, you take the business strategy?

Federico Marchetti: YOOX Group is the only manufacturer of both single-brand and multi-brand business model the company, which includes 25 single-brand flagship store official network and two multi-brand online stores thecorner.com and yoox. com, Group while in Europe, U.S. and Japan operations, we landed in two business models in China: official single brand flagship stores and multi-brand network online store thecorner.com.cn (about the end of 2011 landed in China).

2015, China will become the world's luxury goods superpower. Chinese consumers are increasingly mature, growing demand, eager to experience high-quality online shopping experience, but now no one to meet. YOOX Group groundbreaking for China the world's leading fashion brands to bring consumers the official network of sales channels. Official authentic full price for the same time enjoy the corresponding high-quality service, luxury packaging, private network services, consumer experiences, and free returns. In the YOOX Group Shanghai Branch and logistics support of the Centre, YOOX customers in China to provide a unique international local online shopping experience, including: local size conversion,Coach Sunglasses, fast delivery to more than 400 cities in China, free returns, all Chinese Customer Service and RMB transactions.

Fashion Network: China's recent emergence of many local luxury e-commerce site, what your strengths?

Federico Marchetti: a leading fashion brand with worldwide headquarters of the strategic partnership, fashion e-commerce 11 years of professional experience, improve customer service worldwide network of additional shopping and a rich multimedia experience, combined with our The greatest advantage. YOOX Group, the luxury e-commerce in the area with more than ten years of professional experience, has a sufficient market for capital, leading technology, global logistics network and a large number of people proficient in e-commerce. For now, China's existing e-commerce is more based on the number, but we provide products and services to consumers, the focus is high quality.

We want consumers to online shopping can bring a new and pleasant luxury shopping experience, thanks to the application of multimedia tools (including fashion film, interactive fashion show, designer of exclusive reports and interviews ), consumers anywhere, anytime to select their favorite products, designers can experience the inspiration world, there is opportunity for more product information,Chanel 2.55 Bag, experience the products, in order to better understand their unique brand of content.

In addition, an official from the YOOX Group operates flagship network providing Chinese consumers with valued customer service, such as next day arrives, hand-packaging, free returns, and even including allowing consumers to wait for the courier try the case goods.

free returns is one of our important services. When you visit the store when the clerk will follow you to recommend their products, and finally could not bear to confuse you bought the product home and do not like but I am sorry return. In our online store, consumers will not have feelings of guilt can easily free returns, which gives consumers more freedom of private choice.

Fashion Network: Your online store which offers a shopping experience?

Federico Marchetti: as long as our online store to provide high-quality shopping experience, the online shopping than the traditional physical store shopping more attractive. Because the network stores the product information is very detailed, compared to the store to provide services and information is largely determined by the clerk of the professional level, fails to refined criteria inevitable.

consumers online store shopping experience gained in the store than they sometimes get even better. Each year, we will design a new online store for the Advances in technology also make online shopping as a pleasurable shopping experience: video, fashion, film, interactive section and so on.

in our multi-brand online stores thecorner.com, you can see the well-known directors and actors to create an exclusive fashion thecorner.com film, you can also enjoy a number of designers specially designed for the thecorner.com limited edition works. You will find online shopping to give you inspiration and fun is the store can not match.

Fashion Network: Many consumers are worried whether the quality of the product e-commerce sites and the same counter, let the site where the source of goods?

Federico Marchetti: YOOX Group is well-known fashion brands operating the official online flagship store, the fashion brand's long-term official online retail partners. We are all products sold on the site are officially licensed authentic, the store has a full range of official sources and some limited only to sell goods online.

Fashion Network: Is there a perfect after-sales service, such as maintenance and repair service counter? Logistics and distribution system is kind of how?

Federico Marchetti: business customer service is our top priority, as well as our strengths. We provide excellent customer service, exquisite packaging and timely delivery rate of 99%, even including in the case of courier waiting consumers are free to try on merchandise, customers can also in seven days on receipt of the goods unconditionally free Tuihai goods .

purchase any product on the network, you can enjoy the professional maintenance and service. If in the course of any problems,Louis Vuitton Handbags, you can specify any brand of service to the point of repair, to enjoy the same quality of service counters.

YOOX Group may be served in 100 countries worldwide. And for different market we provide comprehensive logistics system localization. In China, we cooperate with FedEx, all goods sold in China are from the issue of logistics centers in Shanghai, provides consumers with fast and timely delivery of goods secure. Last year alone, YOOX Group R & D and logistics platform to invest a million euros. Earlier this year, we announced a total value of up to two million automated logistics platform project to increase the efficiency of logistics and technical level of automation.

Third, the official network of the brand's flagship store

Fashion Network: International luxury brand has always been conservative in marketing the way you think is the reason for the luxury brand began to try e-commerce?

Federico Marchetti: We began working with a single brand in 2006. The beginning of the biggest challenges we face is to convince the brand to open online store. We hope to convince the Internet brand is a good place to sell products, without affecting their quality. Because the brand is very concerned about quality, so they have a lot of concerns and the response was more negative.


our first flagship store is the official network of the Italian designer label Marni, designer brands online store product display wish to continue the style of the store, the product will not be the same as the catalog show. I was on the germination of Marni to create a brand for exclusive online store, make it a complete picture of the visual characteristics of the brand in stores. This is how we began. We are the brand's strategic partner, not just to help sell the brand, but to help them demonstrate the most unique aspect.

from Marni, we selected six or so every year the high-end fashion brands to operate its official on-line network of flagship stores, such as Zegna, D & G, Armani and so on.

Fashion Network: YOOX Group and Bally, Armani and Marni model of cooperation is what?

Federico Marchetti: YOOX Group is the fashion brand's long-term strategic partner for their network operating official flagship store. In the process of cooperation, we brand a clear division, responsible for their own areas of strength. We are responsible for technology research and development, legal, logistics, customer service, network marketing and part of the brand is responsible for marketing the product and the relevant parts of such goods, pricing, visual image, and so on.


our brand partners signed contracts are generally less than 4 years. Our sales revenue from the brand to get a certain percentage of income. If the online store does not have any sales, then, YOOX Group will not return. So we help the sales of brand share and bear the risk of pre-operational e-commerce all the capital investment.

Fashion Network: eBay, Taobao sellers will give the brand the official online shop will inevitably impact on the official online shop to compete with the brand?

Federico Marchetti: Taobao and we can be said to represent two different concepts. Taobao is the amount of commercial core, while our attention is the quality, the focus is to provide an integrated network of luxury shopping and service experience. Because of these Taobao amount as a selling point to the existence of competitors, leaving us with a gap in the market. Every country there is such a target consumer group, they want to be first-class products and services. And before we entered China, there is no such supply,Designer Handbags Outlet, we have to do is to fill this lack.

Fashion Network: a network from the Emporio Armani flagship store point of view, the product is no discount, style, and counters are not synchronized. Does the shop market strategy?

Federico Marchetti: a single brand store network products on the update rate is synchronized with the store, the price will be consistent with the store. Because we need to be consistent with the local store, the official online store in order to ensure their physical stores will not be a competitor. Secondly, the online store can provide consumers with the most complete range of product categories, and this is the counter force can not reach. If consumers want to see the brand's full range of works, then is the only official online store is the best choice. And we have only limited sales of network products, which also makes the official network of flagship stores in the shopping unique. We are on the iPad browser settings to optimize the design allows consumers to enjoy anytime, anywhere shopping possible.

Fashion Network: Emporio Armani launched as the first online store in China, the international luxury brand, its sales situation?

Federico Marchetti: From the sales perspective, emporioarmani.cn sales us is quite satisfactory. We take the prudent development strategy is not focused on short-term profits from the sale, we hope to gradually optimize the environment for China's online fashion shopping, we have great confidence in the Chinese market and long-term strategy. Expected five years, China will become the YOOX Group's global top three markets.