香奈儿不再线上销售 分享到
No Online Sales for Chanel 2017-12-05120437

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France’s Chanel has no immediate plans for online sales of its handbags or specialty clothing for women, a company official says.
法国香奈儿公司暂时没有计划在网上销售手提包和女士专卖服装。法国香奈儿一名官员表示,
Chanel is one of the last businesses in the fashion industry to turn to the internet for selling products. Many of its competitors are experimenting with websites to find buyers.
香奈儿在时装行业并不是最早转向网络销售的公司。许多竞争公司都已尝试在网络上寻求消费者。
Chanel already uses its website to sell eyeglasses and beauty products, as well as perfumes such as Chanel No 5.
香奈儿此前已在网上销售过眼镜、美妆产品和香奈儿5号一类的香水。
But the company has no plans to use the site to sell tweed suits for women or quilted leather handbags, with each costing more than $4,300.
但是公司并未计划在网上销售女士毛呢套装和绗缝皮革的手提包,售价分别超过4300美元。
The president of fashion at Chanel, Bruno Pavlovsky, spoke about online sales at a conference last month in Paris.
香奈儿总裁布鲁诺·帕夫洛夫斯基在上月巴黎的会议上谈到了网络销售的话题。
“If you give everything to everyone straight away, I think you lose that exclusivity,” he said. “I‘m not saying we won’t try it one day, but if we do it will be because we’ll really think there’s some added value.”
“如果让每件东西都唾手可得,我觉得就会失去独特性,”他说道。“我并不是说以后不会进行网络销售,而是如果我们做了,就有可能这样,因为我们认为(商品)有某种附加价值。”
At first, manufacturers of high-priced goods were slow to develop websites. Many worried that making their products too widely available would hurt demand.
起初,奢侈品的制造商在网络上发展得很慢。许多人担心大范围销售产品会减少需求。
But many businesses are now active in online sales. LVMH (LVMH.PA), parent company to Louis Vuitton, is working with a former official from Apple, the American technology company. The French company recently launched a site for several fashion brands.
但是现在,许多企业热衷于网络销售。 LVMH (LVMH.PA)是路易·威登的总公司,现和美国苹果科技公司的前官员合作。最近,这一法国公司为各大时尚品牌建立了网站。
Website sales will make up some 10 percent of all money collected in the luxury goods market this year, according to Bain & Company. The company said it expects those businesses to earn 25 percent of their revenue through web sales.
今年奢侈品市场总收益额中,网络销售将占10%。改数据来源于贝恩公司计算得出该公司表示,据估计,这些公司的收益额有25%来源于网络销售。
But Chanel’s limited online sales is not hurting the business, Pavlovsky noted. He said the company was reaching a growing number of younger buyers and had waiting lists for best-selling bags.
但是帕夫洛夫斯基指出,香奈儿限量的网络销售并没有损害到企业的利益。他说公司已经获得了不断增长的年轻顾客,而且最畅销的手提包也在预订中。
The company was started by Gabrielle “Coco” Chanel in 1910. Two secretive billionaires, Alain and Gerard Wertheimer, now control the business. The Reuters news agency noted that Chanel does not often release financial results.
香奈儿公司于1910年由加布里埃·可可·香奈儿创立。现在公司由两位神秘的亿万富翁维特海默兄弟经营。路透社新闻社指出,香奈儿不经常公布公司的财务业绩。
Reports registered with the Amsterdam exchange show Chanel’s net profit fell nearly 35 percent in 2016. Sales dropped nine percent to $5.7 billion.
阿姆斯特丹交易所登记的报告显示,2016年香奈儿的净收益跌落了将近35%。销售额降到了57亿美元。
Most major competitors have enjoyed an increase in sales in 2017.
而2017年,大多数香奈儿的竞争对手的销售却不断增长。
Chanel is no stranger to digital marketing. The company has used media like Instagram and Twitter to share images from its famous catwalk shows and collections by designer Karl Lagerfeld.
数字营销对香奈儿来说并不陌生。香奈儿在社交媒体Instagram和推特上就分享了设计师卡尔·拉格菲尔德设计的时装和著名的时装秀的照片。
But buyers want to try on the clothes, Pavlovsky said. He added that the business would look into providing “e-services” for buyers to reserve items or make store appointments online.
帕夫洛夫斯基说,但是消费者想要试穿衣服。他还说香奈儿愿意为消费者提供“电子服务”来预留商品,或者是在网络上预约到店购物。
“Every time I‘m in China I meet clients who come and say, ‘whatever you do don’t do e-commerce. The day you do it for us this won’t be exclusive anymore’,” Pavlovsky said.
“每次我在中国,就会遇到客户过来和我说:‘你做什么也不要做电子商务。有一天你做了,就不再特别了’,”帕夫洛夫斯基说道。
I’m Susan Shand.
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