ã€Global Internet Reporter Zhang Zhiying】E-commerce intense competition under fierce competition, and now the courier service has also moved toward the tall.
In the future, when you order an online premium watch for your girlfriend, the delivery brother will wear a suit, hand in white gloves, and drive an electric car to send your gift to his girlfriend. This service will be launched first by Jingdong.
In a recent interview with the media, Liu Qiangdong said that in the future, the younger brother of Jingdong will wear a suit and white gloves and deliver luxury goods by driving electric cars, instead of riding an electric three-wheeler. Jingdong attempts to create a luxury experience in the era of e-commerce.
In the announcement released on June 5, Jingdong defined it as a personalized express service provided by professional brothers, mainly for the purchase of luxury goods.
This new business currently covers Beijing, Shanghai, and Guangzhou, and is expected to be widely promoted in the next few years. In the first phase of the service, the main distribution of goods around small pieces of high-priced luxury goods, such as watches and jewelry, may be to promote luxury fashion products in the second half of this year.
Ding Xia, president of JD.com, said through an announcement that “we have this initiative because there is no ready-made distribution service that can match luxury brands. This is just one step JD’s strengthening of partnership with the world's top luxury brands. We will continue to innovate. Connect online and offline consumption of luxury goods."
In the commercials, with the watch brand Tiger Halla as an example, the protagonist in the JD.com flagship store purchased a price tag of 15,999 yuan. After the competition, there is a bow tie suit brother driving a Jingdong special car into a villa. District, complete the last kilometer delivery. The black box on the side of the customer's hand is hot with gold lettering “JD Luxuryâ€.
In Ding Xia's view, as long as you understand the needs of luxury goods, you can play a lot of marketing models. For example, in order to make up for the lack of services offered by online sales of luxury goods, e-commerce may be able to specifically set up a logistics team. Please send the courier to wear a suit to deliver the goods. For example, the courier can send the customer to work time. Cargo to the office to meet the emotional needs of show off.
According to the announcement, in the first phase of the service, the main distribution of goods around small, high-priced luxury goods, such as watches and jewellery, may be pushed into luxury fashion products in the second half of this year. However, in the traditional consumption era, people are spending more on luxury goods than a symbolic consumption. Luxury brand premiums are reflected in the identity and status features it identifies.
According to McKinsey's statistics, only 6% of luxury goods sales currently come from e-commerce, but by 2025, luxury online sales will reach 18%. This shows that there is still a vast market waiting for excavation, but the premise is still logistics and security.
On the other hand, luxury goods have beautifully decorated stores, high-quality sales and after-sales services, which are unmatched experiences for mass consumer products. This may be the pain point of e-commerce vendors selling luxury goods. Users are also looking for traditional luxury goods to buy online luxury goods, and Liu Qiangdong's approach is to create a new symbol of luxury consumption: distribution.
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