Looking At The New Trend Of Online Shopping In The 2010 China Luxury Report

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According to the "2010 China luxury report" data,

Trend 1:

"2010 China luxury report" found that nearly half of respondents are willing to buy luxury goods online, 54% of Beijing respondents and 47% of Shanghai respondents have prepared for this.

The number of female consumers is relatively high, which is 10% higher than that of male consumers.

Similar reports in 2009 showed that the desire to purchase online luxury goods was only about 10%.

According to a survey conducted by the US West Fashion Group, nearly half of the respondents bought goods on the US West net, 88.76% of which were female consumers and 11.24% of male consumers.

Summary: convenient shopping and wide selection of commodities are important conditions for online shopping.

Trend two: credibility as the biggest online shopping concerns

Because of the virtual nature of the network, users are uncertain about the credibility and quality of the products.

The US West Fashion survey shows that 46% of respondents have not yet done luxury shopping online. The main concern is the quality of products.

For this reason, many luxury websites will carry out official certification cooperation with mainstream media, such as the long-term official cooperation between West Fashion and Sina fashion, Sohu women, ONLYLADY and so on, so as to relieve consumers' trust crisis.

In addition, the quality of goods, whether the payment is safe and whether delivery is fast is also the main factor for consumers to decide whether to purchase online or not.

According to the service content of the West fashion, the survey showed that more than 50% of consumers were more concerned about the "2 day delivery" and "7 day replacement" service, and 48% of the consumers took a look at the shopping mode instead of buying on behalf of the west, and 43% of the netizens were also fond of the luxury care service of the West.

Summary: apart from price, some value-added services are also one of the factors that consumers consider online shopping luxury.

Trend three: brand awareness and loyalty

China's luxury market is becoming increasingly competitive, and more and more international brands are entering China.

However, those traditional brands with abundant product lines, deep ploughing the Chinese market and great investment are still strong and their leading position is solid.

In 2010, the top fashion products occupied the absolute advantage when consumers considered the luxury brand ranking. LOUISVUITTON, CHANEL and GUCCI ranked the top three brands.

The fashion survey also shows that the most popular luxury brands are CHANEL, GUCCI and PRADA.

In addition, Balenciaga, Chloe, Bottega Veneta and Miu Miu will be recognized and accepted by more consumers.

Summary: in this era of fashion and personality, most people choose to follow the trend of the trend.

Of course, under the environment of big brands, there are still many people sticking to themselves.

Trend four: diversification of consumption motives

Chinese people have a long history of having a good face and showing wealth. But with the increasingly rational consumption concept, more consumers purchase luxury goods. More attention is paid to taste, pleasure and identity.

According to the survey conducted by American fashion, nearly half of the respondents bought online luxury goods for the sake of rewarding themselves and improving their mood.

In addition, luxury goods are becoming more and more important in the field of business gifts, which is a relatively unique consumption feature in mainland China.

"2010 China luxury report" shows that 28% of respondents will consider luxury goods as the first choice for business gifts; 35% of Internet users surveyed in the West fashion website said they would choose to buy luxury bags and give gifts to relatives or business partners.

Among the luxurious varieties suitable for gift, one of the most popular clothing accessories and small leather goods is the most popular.

37% of respondents believe that products such as high-end wallets, scarves, neckties, glasses and so on are inexpensive and respectable and practical.

Summary: as a luxury online shopping platform, we should fully understand consumer psychology, use their own advantages to provide their needs, and even exceed their expectations of services, always want to be in front of consumers.

Good purchasing power in second line cities

The biggest advantage of the Internet is that there is no geographical restriction. Because of the relatively limited access to luxury goods, consumers in second tier cities can also buy luxury goods that are available only in the first tier cities through the Internet.

According to the US West Fashion survey, Kita Kamihiro's customers account for only about 30% of the consumers who buy the goods on their website, while the remaining 50% come from the second tier coastal cities, and the proportion of inland cities such as Chongqing and Chengdu is also increasing.

The "2010 China luxury report" also shows that 43% of the respondents in second tier cities hope to know the history and value of luxury brands through salesmen, and improve their understanding of products.

As a multi brand luxury online shopping platform, consumers can learn information about every major brand in a house. Professional shopping consultants can also communicate with consumers online timely, eliminating the trouble of consumers running to a franchised store.

Summary: sincere, professional buying advice and friendly sales attitude are the key to luxury consumption.

The timeliness and interaction performance of the network platform bring convenience and benefits to more consumers.

As a whole, luxury online shopping will be a benign development trend in the future. Its shopping mode will be accepted by more people. The price advantage is the premise to attract consumers, and service is the key to winning. Luxury websites need to separate their distinctive services with other merchants in order to attract and retain more consumers.