Although luxury goods have only entered the China market for more than ten years, with the development of economy, the luxury goods market in China has gradually matured. Under the global financial crisis, e-commerce has become a measure to make up for losses, and the online marketing of luxury goods has gradually entered the line of sight. Practice has proved that under the situation that traditional channels are damaged, the online sales of luxury goods have turned losses into profits. Network has always been a channel that can not be ignored in luxury goods sales, and network marketing is also imminent. It will be one of the future strategies for luxury goods merchants to gradually correct their attitude towards online transactions and actively formulate suitable and feasible online marketing strategies.

When people place high trust in online public opinion, it is more direct and faster to cultivate the market by using the network for luxury goods that attach importance to word-of-mouth marketing and in-depth communication. For the online marketing strategy of luxury goods, we should consider how to attract the attention and love of consumers who really pursue fashion, so that they can easily form a good interaction with the brand.

First, pay attention to the user experience of online interactive marketing.

(1) Intelligent search engine, which enhances the intelligent guidance of search and optimizes the application of its own resources according to the needs of customers.

Combined with the advantages of other domestic search platforms, according to the different characteristics of each search engine user group, make an integrated marketing plan, modify it at any time according to market changes, and implement monitoring keyword delivery and clicking;

(2) Using all kinds of the most advanced IT technologies, the website is conceived in the form of a magazine, which is combined with business to give it a sense of luxury.

The novel design style, rich cultural connotation and innovative marketing methods of luxury marketing websites;

(3) attract the attention of target customers, increase the traffic of marketing websites, and buy various online advertisements (Banner,

Picture in picture, pop-up advertisement, etc. ), regular direct mail, write some public relations soft articles with clear motives, so that readers can read news stories about their favorite luxury goods;

(4) Experience the luxury style of favorite stars through the visual impact of wonderful videos, and at the same time, it can also be simulated.

Feel the product structure and performance, search for the nearest dealer, make an appointment to register or place an order directly, or ask for maintenance or complain.

Second, make full use of online social marketing.

(1) Cooperate with fashion bloggers to promote luxury goods and flexibly use social media such as Weibo and WeChat;

(2) Establishing a relatively high-end website through membership system to cater to potential consumers is also a brand.

Relatively unsalable products provide fast and low-cost sales channels;

(3) Establishing the word-of-mouth of products through celebrity blogs directly drives the linear growth of online promotion package ordering and overall sales;

(4) Arouse consumers' attention to brands through forums. An online survey shows that 55% of consumers buy luxury goods online.

The most concerned is the word-of-mouth evaluation on the forum;

(5) Make and broadcast online short films in brand official website, and conduct viral marketing to gain more consumers.

Third, a diversified online shopping platform.

Network marketing is not a single marketing method, but needs the promotion of the whole marketing system.