French Luxury Brand C E Line Will Sell Handbags Online.

Contrary to Chanel's practice, France's luxury brands that had been away from the Internet.

Digitalization still failed to withstand the rapid growth.

The temptation of the electricity supplier market, and more and more bold action.

According to the world clothing and shoe net, after the series of actions such as opening Instagram accounts, WeChat public numbers and so on, the first business platform of C e line will be launched online this week and will be sold online.

Classic clothing, shoes and classic bags, handbags and other products.

It is reported that the C e line business website will first run in France, and next year it will be promoted throughout Europe and the United States.

As LVMH group's only luxury brand that has never set foot in the electricity supplier, C e line has been cautious and conservative in terms of digitalization. It is believed that the more products are exposed on the Internet, the easier it is to get them through the electricity supplier, and the easier the brand image is to be cheaply.

Philippe Philo, a creative director for C e line, has made clear that exposure to social media such as Facebook is like streaking across the street.

However, the industry trend has changed dramatically now.

In April of this year, C e line ushered in the new CEO S verine Merle. After joining C e line, she made it clear that C line would pform to digital upgrading.

Even compared with many brands lagging behind, C e line's gradual embrace of digitize is still a high concern for Industry and consumers.

Some analysts say that differences in the brand digital strategy or internal fragmentation have led to a further clampdown on Phoebe Philo or its resignation.

A number of well-informed sources said the C & E line design team was preparing for the final handover with Phoebe Philo to welcome the next creative director.

Although C e line denied the news that Phoebe Philo immediately left office, the LVMH group was by default looking for new designers for the brand.

It is reported that Phoebe Philo will start its own brand after leaving.

But whether Phoebe Philo is going to stay or not, C e line is still bound to formulate an appropriate digital strategy and stick to it.

Other analysts believe that C e line's business platform is more like commercial interests. Its driving force for digitalization is not strong, and the brand's presence on its only digital platform remains extremely restrained.

According to statistics, since the opening of the Instagram official account for the first time since the end of February this year, the total number of fans is 637 thousand, and C e line only Posts 168 posts, and the number of accounts with brand concerns is 0.

The WeChat public number, which opened in September this year, has issued 4 articles, with an average reading volume of about 3500. Its first tweets on "C e line" read the highest volume, reaching 7159, and got 79 compliment.

In the eighth latest American fashion brand digital index report released by L2, the C line ranked fourth in the list. The number one is the bold and innovative Italy luxury brand Gucci in recent years.

In this report, L2 evaluates the performance of 90 brands, such as electronic commerce, digital marketing, social media and mobile app, so as to get the number index and ranking of each brand.

The report found that in the January search guide of C e line, 40% of consumers were directed to third party e-commerce sites, while only 18% of consumers were directed to the brand official website.

This means that C e line has less control over digitalization. Although many consumers are interested in the products of C line, they have no more convenient channels to understand the brand.

In June 6th of this year, LVMH group formally launched its own multi brand e-commerce website, 24S vres.com, LV and Gucci, the two luxury brands, also launched online shopping service in China.

According to data, Gucci recorded 3 digit sales growth in the third quarter, while total sales rose 49.4% to 1 billion 550 million euros.

Also known as the luxury brand, Hermes has also updated its online official website recently. In October 23rd, it opened a WeChat Limited shop in WeChat public, offering the Apple Watch Herm s Series 3, which is a series of intelligent watches by Hermes and Apple.

Some analysts pointed out that Hermes's first trial of water WeChat electric business is conducive to the further pformation of the brand to digitalization.

Although the digital form of luxury brands is still to be explored, it is undeniable that online sales have become the biggest boost to the growth of luxury brands, and more practical exploration is needed for such a low-key brand like C line.

But the premise is that digitalization is almost irreversible.

Mario Ortelli, a senior luxury analyst at Bernstein, pointed out earlier that with the growth of the emerging market and the slow down of the industry, luxury brands must "reform" or else they will face a deadlock.

According to the latest survey by Boston consulting agency, the proportion of e-commerce business in the global luxury market is expected to reach 12% by 2020, and there is still much room for development.

Sanford C. Bernstein, a securities brokerage company, expects that luxury electric business will grow at a rate of two times the overall luxury industry, and online luxury pactions will reach 27 billion euros by 2019.

LVMH group has not disclosed the specific sales data of its brand, but some analysts expect that C line will have sales of about 800 million euros last year.

The launch of the e-commerce platform, or to accelerate the brand to enter the $1 billion club.

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