Belonging to the Yoox Net-a-Porter luxury business platform second of the world's largest luxury goods company owned by Richemont, recently said it is working with social communication software WhatsApp, want to let customers through the mobile phone application to buy luxury goods, the reason is very simple that luxury e-commerce platform performance is getting better and better, including Prada, Versace, Gucci, and YSL many luxury brands electricity supplier channels in the past year outstanding achievement.
According to a new report by McKinsey, luxury goods sales channels will become $77 billion 600 million in 2025, the proportion of electricity supplier sales will rise to 28%. More and more luxury goods began OCS, has always been very cold electricity supplier Celine to open the online shopping channel; and overweeningly ambitious LVMH group, not only the brand to Tmall, considering a large collection of luxury goods business platform to the standard Yoox Net-a-Porter, Farfetch.
Yoox Net-a-Porter and WhatsApp to establish close ties
Too many people to grab business, which makes Yoox Net-a-Porter a little nervous, had to seek to develop other means to increase the income of online business. Yoox Net-a-Porter cooperation with WhatsApp, in fact, inspired by the luxury of cooperation with WeChat in China, want to be in luxury and social communication software becomes more closely related.
According to research firm L2 survey, luxury is more focused on the construction of its own electronic business platform or stationed in the existing electricity supplier platform, few tentacles into communication and social software. For example, in Chinese, while 92% of the luxury brand WeChat marketing, but only very limited brands will use WeChat direct sellers, according to public information, Dior and Burberry in WeChat direct sellers.
Therefore, in this land is not mined, Yoox Net-a-Porter want to take the lead in order to maintain its competitiveness. In fact, compared to the Facebook wide net marketing, this direct communication seems to be more efficient, loyal customers is a luxury brand most want to grab. It is reported that Yoox Net-a-Porter 40% operating profit comes from 2% of loyal customers, through this form of text messages and phone calls, and these loyal customers can be more intimate docking, so that their consumption is more convenient.
But how to use WhatsApp to sell things, or quite curious. During the study of WhatsApp application to download the app, WeChat, and Instagram are very different, no circle of friends like display and share function, no payment function, no ads, only with friends for free texting and calls, a group chat several basic communication functions.
Yoox Net-a-Porter refused to disclose how they will dock with WhatsApp to solve the problem of push, purchase and payment. In a word or two, presumably via SMS to their consumers recommend to loyal customers, through the SMS operation, you can order payment, still sounds quite fantasy.
Why did WhatsApp have to take this difficult job
In addition to the interpretation of the field there are many obstacles to cooperation from the perspective of Net-a-Porter Yoox, also want to explore why WhatsApp took this job, after all, compared to WeChat's circle of friends, the public number, payment platform function WhatsApp to break through the Goods are available in all varieties., many technical problems in the field of cooperation, and may even have to get some western style facade. However, these obstacles, but also can not stop the heart of a heart.
See Snap listed and instagram fast, stride forward singing militant songs, WhatsApp is a bit bleak. From last year to this year, WhatsApp is really trying to catch up with their opponents, but the effect is really not good, the opponent is always faster than his action, WhatsApp can only imitate imitation.May 2016WhatsApp appears to be following WeChat, launching Windows and Mac native desktop applications;February this yearWhatsApp, playing Snapchat burn after reading function.
In fact, this time with the Yoox Net-a-Porter function is somewhat similarInstagramNovember last year has begun to test the shopping function. It is reported that the current Instagram has reached 20 and the US retailer cooperation agreement, including Spade and Kate light luxury brand menswear e-commerce company JackThreads.
Although a little later than Instagram, but WhatsApp is still a little shopping features, such as selling luxury goods instead of some fast fashion and light luxury, not by the big picture of the scope of publicity, but on the fine, take full advantage of its powerful user data, the faithful audience of luxury and the desire of hand chop impulse, immediately realized. Sounds more realizable than Instagram, easier to achieve some.
The two companies said that everything is still in progress, there is no exact release time. Before all the dust settles, it really can not say that the realization of the way not rely on. Although there are Instagram, Facebook in the front, but there is no one company revealed how the benefits realized this is.