Lav Lauren, was played by the clerk as a micro -quotient?

Nowadays, some clerks of some Rafe Laulun stores are incarnating as "WeChat" bloggers -publishing brand clothing on platforms such as Xiaohongshu and Douyin, and then draining to their own WeChat sales.

Not only Lava Lauron, the clerks of luxury brands such as Dolce Banner, Furla, Coach, etc., also adopt similar marketing strategies to use WeChat and other tools to carry out online marketing of the brand.

This online marketing method not only facilitates the shopping of customers in different places, but also promotes brand propaganda; but this method may also reduce luxury brands, affect their shopping decisions, and shopping experience.

At the same time, how to choose between the private domain traffic of the clerk and the brand's official website has also become a new problem facing customers. After all, the online performance of luxury brands has always been strong. Whether many store clerks can save are still unknown.

Because of poor offline performance

Pan Ge recently discovered that some clerks have become fashion bloggers in Xiaohongshu, and have gained a lot of fans in the picture of Xiaohongshu's fashion bloggers in Xiaohongshu.

After further observation, Pan Ge found that everyone at the Lava Lauren store has a small red book account. Everyone is in the notes to share the clothing sold in the store.

In addition to sharing clothing, there are many people in the clerk, and they also announced their WeChat code. After Pan Ge added one of them, he was shocked by his circle of friends.

In the circle of friends of this clerk, all of them are shared with Lav Lauron products. The names, size, color, price and other information are all available, and they are equipped with pictures.

Regarding this style of painting similar to Weishang, the pseudonym Lav Lauren clerk said that the goods displayed by the circle of friends are not different from the physical store, and they are not purchasing. They will not add money to sell. At the same time, Pony also told Pan Ge: "I am selling, the task is to sell clothes, it is normal to add more customers."

Xiao Yao, a clerk in Shanxi, told Pan Ge: "As a sales, the performance and salary are proportional. In the case of a bad environment, you can find a way to improve his performance. Every sales should do."

Chongqing's Lava Lauren clerk also told Pan Ge to sell goods with channels such as Xiaohongshu and WeChat. Although it is not a company for compulsory, he must do this for sales performance.

Eleven also said that although everyone in the same store in Rav Laulun, after selling the products, everyone will take a brushes together, but the boss will still watch personal performance.

In addition to Raft Lauren, many shop assistants in many big -name stores have begun to use online platforms such as Xiaohongshu and Douyin to promote the brand they sell.

Brother Pan found in Xiaohongshu that a clerk of a Dolce Ban Naolle shop shared in the store every day and already had thousands of fans; on Douyin, there were also large -name store clerks such as Coach and Furla. Shooting short videos related to products has received a lot of attention.

Xiao Wang, a clerk at Furla store, told Pan Brother that because of the epidemic sealing and other reasons, the passenger flow was relatively small, and this marketing method would be adopted. At the same time, she also said: "Xiaohongshu is also using itself, one more platform to recruit customers, but it is actually very good."

Luxury clothing, the circle of friends is available

Luxury brands such as Rafe Lauron have now changed the high -top style and become grounded?

Pan Ge believes that on the one hand, this novel marketing method facilitates some customers without stores and promotes product sales.

Xiao Li, a clerk at Dujiabane's shopkeeper, told Pan Ge on WeChat that he wanted to see which clothes and could send the picture over. She helped find it in the store. At the same time, she also said that after selecting a good product in the circle of friends, the customer could directly scan the collection code in the store, and the product was shipped by mailing after paying.

Xiao Yao, a clerk in Shanxi, also told Pan Ge: "Many customers who buy clothing in the circle of friends today, many people come from other places and ship them by mail."

On the other hand, this marketing method has also deepened people's impression of the brand.

For example, Pan Ge knows very little about many luxury brands. Now on Xiaohongshu and other platforms, he has seen many luxury store clerks to promote the brand spontaneously, which has deepened his impression of these brands.

However, there seems to be some disadvantages in this grounding luxury marketing method.

First of all, the force of luxury goods may be reduced by these clerks. After all, these luxury store clerks are not true fashion bloggers. After taking pictures of clothing, there will be a certain gap compared with the effects of professional models. Essence

Secondly, it may affect the decisions of some customers. For example, many luxury brands have different clothing and luggage materials, and they must be realized through on -site touch and other methods to truly feel; and this online sales method can only show the shape of the product, which cannot make customers feel the difference in materials. Maybe they will make it. Mistake decision.

Finally, the customer's shopping experience was reduced. Luxury brand stores have always paid attention to the creation of shopping experience; today's WeChat circle of friends and other channels, there is no immersion brought by the store, so that customers' shopping behavior is not like a luxury product choice, but it becomes "very very" very much, but it becomes "very very very" WeChat.

"The clerk Kol" grabbed the official website rice bowl?

Although this online shopping method may bring disadvantages to the brand, there are still many luxury clerks who transform into fashion bloggers on platforms such as Xiaohongshu and use network traffic to recruit customers.

Not only did they publish clothing pictures, they also intended to cultivate their fans, build various fan bases, create their own private region flow, and eventually form a commercial closed loop. However, luxury brands such as Raft Lauren also have their own official website and other sales channels. What should we choose between the customer's WeChat and the brand's official website?

In response, Lav Lauron's Xiao Yao told Pan Ge that because he was located in the Outlet store, the price sold by his circle of friends was about two or three hundred yuan cheaper than the official website. For the return and exchange of goods, she said that the goods in the store channels can generally only be replaced and cannot be returned, and there are not many people who return and exchange.

Xiao Wang, a clerk at Furla store, said: "The bags sold in the circle of friends and the luggage sold by Furla on the e -commerce platforms such as JD.com and Taobao are not a style."

In this way, compared to the official website and other channels, store clerks do have a lot of advantages in the sales of luxury goods. The luxury clerks of these incarnations of "micro -business" make up for the lack of brands in terms of communication and interaction.

For example, the brand Raft Lauren registered the official account in Xiaohongshu. Although there are 18,000 fans, it is only simply published an official advertisement and rarely interact with users.

On the other hand, the shop assistants such as the pony, eleven, and Xiao Yao mentioned in the previous article not only have many fans on the Xiaohongshu, but also established their own fan bases on WeChat. They often publish products in the group, guide discussions , Frequent interaction with fans.

As a result, Pan Ge can see that relying on more timely responses, lower prices, and more frequent interactions, the clerks of these luxury stores have more advantages than the brand's official website; , I'm about to be snatched by the store staff.

At the same time, for those luxury brands, this incident should also cause more thinking: how to integrate online and offline sales channels? How to use the network "fan traffic" to reach more customers? How to enhance brand reputation in online interaction? Behind the store clerk's spontaneous business, there may be an unexpected commercial inspiration.

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