Online Shopping And Luxury Become Fashion

Suffer international financial crisis The impact of luxury brand Last year's sales fell by 8%, but its online sales increased by more than 20%, which led luxury brands to shift their focus to website retailing.

　　 No discount, this is a problem.

Christmas is approaching. At this time of the year, with the approaching of Christmas shopping season overseas, most domestic consumers will go to New York and Hongkong to sweep goods. Online purchasing Also more busy. However, the customs directive No. 54, which will be implemented in September 1st this year, will no doubt reduce overseas consumption enthusiasm. After all, the cost of postage plus tariffs is too high.

At the same time, under the influence of the new tariff policy, various rumours in the luxury market continue, the argument of "price increase" and "luxury consumption tax" make many consumers quite nervous. Many people begin to wait and see where to buy luxury goods in the future. Against this background, Armani opened an online store for Chinese consumers, plus luxury brands and luxury e-commerce websites that had already tried to open online stores.

International financial crisis forced

Luxury goods sales fell 8% last year, but their online sales increased by more than 20%, making luxury brands shift their focus to retail websites. The news of Armani's test of domestic e-commerce channels has set off a commentary on the "alternative combination" of e-commerce and luxury goods. One industry insider said that this symptom had already appeared, especially in the context of the international financial crisis, which led to a fall in sales, and all brands were looking for new low cost and high growth sales methods.

According to reports, a group of foreign brands began to test the water to build website sales. The reason is that after the outbreak of the international financial crisis, many department stores in order to stimulate sales, a large number of discount on luxury goods, luxury brands began to worry that this will seriously affect their image.

On the one hand, the way of website retailing has solved the capital problem of opening a store. On the other hand, the technology development has added many humanized elements to the website, which can solve the problem of shopping experience to a certain extent. The above said, it is worth noting that luxury goods are increasingly targeting the Chinese market.

　 "China + Internet" is a straw

Data show that sales of luxury goods in China increased by 20% last year to $12 billion 100 million, making it the second largest luxury consumer market in the world. At this rate of growth, China is likely to replace Japan as the number one in the world in the next few years. In the mainland consumer groups, the consumption capacity of consumers in the two or three tier cities has exceeded 60%.

An industry insider said that this year, the luxury giant has launched a wave of "enclosure" in the two or three tier cities of China. Inner Mongolia Hohhot and Yunnan Kunming are among them, but soon the momentum has subsided, apparently due to cost considerations, and electronic business helps solve this problem.

In fact, just before Armani opened a store, the 2010 China luxury report released by a third foreign organization said that half of respondents were willing to purchase luxury goods online, of which Beijing accounted for 54% and Shanghai accounted for 47%. This obviously gives the luxury brand "big guys" a lot of confidence.

News shows that after Armani, there are also GUCCI Gucci, Burberry Burberry Group PLC and Italy shoe maker Tod "s SpA", which are interested in China's online shopping market. The head of a company that undertook Armani's China website production revealed to the media that they plan to build Chinese websites for 3 to 4 customers next year.