If we say that 2020 is the year of Richemont Group's "new luxury retail" layout. Then, 202 1 is the year to test this important layout, especially when the global epidemic is not completely controlled and the consumption power of luxury goods is still in China. For traditional luxury brands, it is wise to open up online channels. Regarding the advantages and disadvantages of luxury e-commerce, we also introduced them in detail in the previous column, so I won't repeat them here. In this issue, I take Cartier, the top brand of Richemont Group, as an example to analyze its market performance on Tmall platform in 20021year and1-February. Let's get down to business.
In February, sales soared by 4 10%, reaching 1.6275 million yuan.
According to our investigation on the official flagship store of Tmall under Richemont Group, the sales of Cartier brand of 202 1 year and 1.87 million yuan rose rapidly to 1.6275 million yuan in February, up by 4 10% year-on-year. February 202 1 is the month of Lunar New Year in China. In addition, there is a Western Valentine's Day in the middle of the month, which promotes the rapid growth of Cartier watch business to some extent. Whether such rapid growth can be maintained depends on the data after March.
In terms of watch sales, Cartier Tmall's official flagship store 10 sold 10 watches in October, and 56 watches were sold in February, a year-on-year increase of 460%. Combined with the total sales volume of Cartier Tmall official flagship store in June 5438+0-February, it is not difficult to conclude that the customer price of its watches is about 29,500 yuan. This kind of data most intuitively reflects the consumption level of Cartier Tmall's official flagship store watch business. The unit price of less than 30 thousand yuan is still low for Cartier, which is positioned as a top luxury brand. After all, the cheapest blue balloon on sale costs 35,000 yuan!
Cartier has always been the most profitable brand of Richemont Group. From the sales ranking of Mo Lifeng Group's Tmall flagship store watch business in1-February, we can also clearly see that IWC and Cartier firmly occupy the first echelon of watch business, with an average monthly sales of one million.
It should be noted here that the official flagship store of Cartier Tmall is still selling jewelry, bags, leather goods, glasses, perfume and other products, and this part of the sales is not included. If this part of sales is included, Cartier's sales will undoubtedly become the first in Richemont Group.
What is the most popular Cartier watch in Tmall flagship store?
Cartier Tmall official flagship store 202 1 and 1-2 sell 66 watches, among which tank Solo series is the most popular. The specific style is the Cartier tank Solo series watch with model WSTA0028, and the price is 18 800 yuan.
The dial of this watch is 34.8mm long and 27.4mm wide, which is of medium size in the Tank Solo series. Due to the timely movement, its thickness is only 5.55 mm ... The square dial, slim design and black leather strap are very comfortable to wear.
This watch is a "double needle" design, retaining Cartier's classic Roman numerals and blue steel hands. The crown is inlaid with blue synthetic spinel, which is one of the most classic elements in Cartier. Some people may say that high-end watches should be mechanical, but timely watches also have many advantages, such as no winding, lighter and cheaper. For cousins, everyday wear is worry-free and well matched. The open price is less than 20 thousand yuan, which is more cost-effective than some precious metal jewelry in Cartier.
What are the most expensive and cheapest Cartier watches sold in Tmall flagship store?
202 1,1-In February, the most expensive watch sold in Cartier Tmall's official flagship store was Cartier's Ballon Bleu blue balloon series mechanical watch, model W4BB02 1, with a price of 55,500 yuan.
This watch is a traditional blue balloon with a diameter of 33mm, self-winding movement, double needle design, no calendar window, all-steel case and bracelet. It is worth mentioning that, except for the position of 12, all the scales of 1 1 are inlaid with diamonds, which looks a bit like a gem.
We didn't find the movement and parameters of this watch in Cartier Tmall official flagship store or Cartier China official website, which also implies that Cartier is not a watch brand that "looks at the movement".
Speaking of Cartier Tmall's official flagship store selling the cheapest watches, it is the Cartier Tank Solo series seasonal watches mentioned above, so I won't go into details here.
"Can't try it on", "No discount" and "Refurbishment receipt" become after-sales comments.
202 1 to 1-2 Among the 66 customers who bought watches in Cartier Tmall flagship store, most of the comments were "favorable". But we also found that some customers pointed out that "we can't try it on", "there is no discount" and "the refurbished form has been received". Regarding "can't try it on", there is no luxury e-commerce company to provide such services, and there are such requirements and demands for expensive luxury goods such as watches and jewelry. I hope Richemont Group can improve in the future. After all, many "dealers" who sell watches provide "home service".
Regarding "no discount", this should be Cartier's business behavior of maintaining brand image, which is also understandable. After all, it is the official flagship store. But in Cartier's offline counter, there are discounts on watches, as well as mineral water and candy. As for whether to buy online or offline, we won't comment much on this.
With regard to the issue of "receipt of renovation order", we can see that it ended with "exchange of goods", but this is very bad for customers who buy luxury goods online for the first time. Here, we don't have to worry about the definition of "refurbished watches". As the official flagship store, we need to check whether our products have been used before delivery. There may be misunderstanding, but it also explains the problems in its management and implementation to some extent.
Write it at the end
From these most intuitive data, we can easily find that Cartier, as the "boss" of Richemont Group, still maintains a good momentum in the field of "new retail of luxury goods". In the process of channel innovation, we will naturally encounter some problems and shortcomings. It is believed that with the continuous improvement of brand and service, Cartier's sales and service in Tmall flagship store will be more mature. Follow-up will continue to pay attention to the exploration of Richemont Group's "new retail of luxury goods" and analyze the real performance of major watch brands in the field of e-commerce, so stay tuned. (Text/Qiu)