Luxury Goods Begin To Sell Online

Just past 2014,

The industry has gone through a difficult period, especially in the ever growing fast and popular Chinese market, which has encountered unprecedented Waterloo.

Influenced by multiple factors such as anti-corruption, the performance of many brands even dropped two digits.

Data show that in 2014, the global personal luxury consumption growth rate was only 2%, the lowest growth rate since 2009.

In China, the first negative growth of luxury goods has entered the Chinese market.

Luxury industry trends: Online

One of the fashionable landmarks in Shanghai, the Bund No. 18, is not in sight. Luxury brands have been dismantling. Such a scene has been staged repeatedly in the big cities. The most profitable year has passed. Is the international brand really giving up the Chinese market?

The answer is No.

。

The industry expects that in 2015, luxury goods and electricity providers, channels to sink, attracting young and new buyers will be a new opportunity for the luxury industry, the long and arrogant luxury brands need change.

Battle line

The electricity supplier, for the luxury luxury line that pays attention to offline services, has always been a lack of attention.

Now, perhaps the electricity supplier has become a life-saving grass.

5 years ago, I want to buy one.

Of the handbags, 90% of people do not want to buy online, conditional friends from abroad, really can not go directly to the domestic stores to buy.

But now it is the world of the Internet. With the rise of Hai Tao, the huge difference between luxury goods at home and abroad, and the official website of the US Amazon and luxury goods have become popular locations for Chinese consumers.

Coupled with the rapid development of pport companies, luxury goods can be purchased without leaving home.

"Rich, capricious and understanding the Internet" is the characteristic of luxury consumption in China nowadays.

With the rapid development of China's economy, especially the new economic form, a group of extremely young "wealth nouveau riche" is rising rapidly. Strong economic strength and stronger consumption desire occupy an increasingly important position in the luxury consumer market. The trend of "luxury consumption" of Chinese luxury goods is obvious.

At the same time, young consumers have relatively low presupposition of shopping, especially those aged 17 to 24. They are most vulnerable to the influence of channels. They are more aware of the Internet and are keen to search and order luxuries online.

The crowd is becoming larger and more diverse. It is clear that the big data from the Internet are closing the gap between consumer education and luxury knowledge.

{page_break}

This year, China's e-commerce market has successfully gone out, and the introduction of new international payment solutions means that Chinese consumers can buy goods from international websites.

International retailers can ship to the center for customs clearance and eventually ship to China.

Although this means that the price is higher than the purchase on Taobao, but because of the quality assurance, many customers are willing to pay.

Under the impact of various channels, luxury brands must also keep pace with the times.

E-commerce is not only an opportunity but also a challenge to brand.

There are two ways to improve online sales: building your own platform or upgrading the existing platform.

The solution is to ensure a balance between online and offline product lines, customer experience and customer service.

Improving online consumer experience is more important than ever.

Indeed, more than half of the consumers said they were more confident in buying luxury goods on the Internet, but still worried about their after-sales service, honesty and true and false problems.

Data show that 78% of the mainland consumers and 81% of Hongkong consumers will go shopping in the physical stores before purchasing the Internet.

Therefore, to create an official first-rate online shopping experience can not only guarantee the quality of consumers, but also communicate with consumers in time, which is very important for luxury brands.

"Nowadays, even if there are brands, the Internet is set up.

But the biggest problem is China's network. "

A IT source told reporters that for international brand online sales, a common problem of Chinese consumers is that unless the brand has set up a server in China, the speed of opening the website is very slow, even more than 20 seconds, and some websites can not be opened.

For consumers, the frequently interrupted network during shopping is a big problem.

With the rise of mobile Internet, mobile APP has also become a new battlefield for luxury sales.

Data from the China Internet Network Information Center show that Chinese consumers use mobile devices more frequently than computers.

This development has been for luxury brands.

E-commerce and even retail sales of physical stores have a significant impact on the provision of prerequisites.

Data show that a large part of the sales of luxury e-business comes from mobile devices, and this proportion is expected to continue to grow in the next few years.

In addition, the survey found that 84% of Chinese consumers often take pictures with smartphones in stores or contact products in stores, and buy them online after comparing prices.

The use of mobile phones has become an integral part of consumer shopping experience.