Chanel'S Overall Layout Of The E-Commerce Network Must Be Enlarged.

In recent years, with the popularity of Luxury Retailing in China, some smart luxury brands have been unable to beat the silver abacus of the electricity supplier.

For example, Chanel, which has always been focused on physical stores, has begun to "cautiously" touch the net.

It is learnt that Chanel has not only closed any boutique in mainland China, but also has a comprehensive layout of the electricity supplier network to provide more sophisticated services for its high-end and well versed elite customers.

Bruno Pavlovsky, President of Chanel global boutique, revealed that Chanel has been keeping pace with the times and operating e-commerce. For Chanel, it is online service (e-service), more than e-commerce (e-commerce).

This is also one of Chanel's actions in keeping pace with the times. Back to 2012, when interviewed by the media, Pavlovsky once said, "if you want to wear Chanel's clothes, you have to experience them in the shop. You need tailors to make them fit according to your size. These are all part of us."

Visible stores for Chanel luxury goods

It is not only a sales channel, but also a sense of ritual. Like its exquisite works like art, the experience and quality services of consumers are important for Chanel.

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As for the change of online sales attitude, Pavlovsky explains, "doing business is actually a kind of pformation and evolution, which can better serve customers.

Some customers like to shop, but there are also some customers.

And we need to respond to these requirements by knowing what we want.

So what we need to do now is to provide the best online service, rather than be a popular online seller.

It is precisely because of Chanel's emphasis on customer experience, so Chanel's efforts in its retail entities are paying more attention.

Pavlovsky also said: "Chanel will continue to consolidate and safeguard the interests and feelings of Chinese consumers, and provide them with more choices. After some renovation, the shopping experience will feel better than before, and we are doing our best."

In view of this, facing the "closed shop tide" of luxury goods industry, Chanel will not only turn off boutiques, but will bring better service and experience to consumers. Perhaps this is one of the reasons why Chanel's classic luxury brand has been enduring for a long time.

It seems that the starting point of Chanel's e-commerce strategy is still standing in the perspective of customer experience, but in the form of more advance with the times.

At present, the official website of Chanel's Sunglasses series electricity supplier has been officially launched in the United States. Customers can browse and order Chanel's full range glasses on the Internet or in the store through the tablet computer, but in the 23 Chanel entity stores in the United States, no one can provide glasses complete line.

This is a breakthrough in Chanel online sales, giving customers better quality online shopping experience with the best service.

According to Pavlovsky, it is possible to expand the spectacle line into Europe and Asia in the future, while other accessories will be launched in the future.