Seize The Marketing Focus Of Network Sales

The development of e-commerce is strong. Various industries are developing the market of Internet sales. For the luxury market which accounts for 13% of the whole consumer, some enterprises also take the sword and Zhang crossbow to enter the Internet luxury market.

This paper sets aside the discussion of the business mode and the traditional market status, and makes an analysis of the marketing focus of the online shopping target market.

Major luxury consumer groups:

From the perspective of the luxury market, there are mainly two categories of selling fees. The first category is rich class consumers, such as business elite, entrepreneurs, businessmen and celebrities.

The second category is middle and high level white-collar workers, as well as some young high income earners, such as employees, companies, and some free workers.

    兩類人群的消費心理：  

Consumers of the rich class: they like to avoid the crowd and pursue personalized service. They often visit luxury stores and buy the latest and most popular products. Generally, they do not consider the price problem.

The study found that "some of the wealthy consumers in China have gradually rationalized their consumption of luxury goods and approached the mature consumption concept of the west", showing that the enjoyment experience of luxury consumption is more than their symbolic value, and they no longer pursue their status flaunting and vanity.

White-collar workers and others: These are "overdraft" luxury workers, mostly white collar workers who earn a few thousand yuan to tens of thousands of dollars a month. Among them, employees of foreign companies are most typical. They will spend a full month's salary or even buy an extravagant luxury.

Although the average income of the Chinese is not high, compared to the poorer countries in the United States, status consumption is not only peculiar to the surplus class.

When people are not yet fully satisfied with their basic needs (necessities), there is a demand for showing off consumption.

They want to show their unique taste by buying luxury goods.

However, due to the constraints of economic conditions, some young white-collar workers do not hesitate to overdraw consumption in order to buy luxury goods.

Some people spent several months' savings in order to buy a luxury dream just to have a LV bag.

When buying luxury goods, they want to spend as much money as possible on their pursuit.

Through the above analysis, the main group of online shopping luxury goods is "white-collar workers and similar receiving class". The income of these classes is relatively higher than that of the public, but there is still a big gap from the "rich class".

So what are the main factors that affect them?

Because income is relatively low, the first factor is price.

Luxury is not like ordinary products, its price is not comparable to ordinary products, an ordinary handbag can be several hundred yuan, but a LV bag can reach tens of thousands of RMB high price.

For white-collar workers, shopping online can relieve the pressure of buying.

In a brand shop, because of psychological reasons, you can not talk about price, discount, and some people are sorry to do installment payment.

But if all of them are online, consumers can reduce many psychological worries and make more efforts in price in order to get the goods they want.

Therefore, price is very important to consumers of this class. If commodity pins have more advantages for entities, they will be more inclined to purchase online.

For most of the nine - to - five white-collar workers, shopping is a hard work.

Buying luxury goods does not seem to be necessary.

Generally speaking, every big brand has new information about every season. It conveys information through the media such as network, fashion magazines and so on. A garment, a bag, a pair of shoes, what it looks like, and people who love it are already familiar with each other. But after measuring a price, find a suitable time to start - and such an opportunity is easier to find on the Internet.

The Internet eliminates the difference between domestic and international prices, time and types of goods, so that brand enthusiasts can get products at the fastest speed and lowest price.

The safety of online shopping has always been a concern for people. For mature low end market, because the rank is not high, so some people dare to try.

Even if the merchandise purchased is not satisfactory, consumers will not pay a heavy price.

But online shopping luxuries are completely different. If consumers have doubts about any security ring, such as payment security, quality safety and logistics safety, they will not be able to generate consumer behavior.

Even if your price has great advantages.

Because if you buy fake goods, the loss to consumers will be very large, that may be their pocket money for a few months or two monthly salary.

Therefore, the impact of security issues on successful pactions will be greater than price factors.

So in the marketing of products, we should first solve this problem.

Only consumers trust you and price information is what they will think about again.

These two questions can be accepted by consumers and can be successfully achieved in marketing.

Basically, we should be clear about what key points we should focus on to make product marketing. To sum up, it is to convey to consumers that "consumption is absolutely safe and the price has great advantages".

The more thorough your communication is, the better the result will be.

How to do this further, that is to consider the marketing method, because only a "safety" problem will involve a lot of things, your marketing methods to integrate these things, so this is only the first step in the long march of marketing.