The First Year Of Luxury E-Business: The Advantages And Disadvantages Of De Papermaking

At the end of November last year, Giorgio Armani announced that it would launch in China.

Almost simultaneously announced the landing of China's Yoox group.

The online retailer selling global luxury brands operates 23 single brand official flagship stores and two multi brand online stores. Emporioarmani.cn comes from its own handwriting.

The company expects to have 3 to 4 brands of online stores in China in 2011.

Thus, some people compare 2011 to the first year of online sales of luxury goods, and the era of "luxury e-business" seems to be coming.

It must be known that the fashionable and expensive printed fashion magazines were the only places for luxury marketing. The reason is simple: they are large and beautiful, and aim at specific consumer groups.

But now the times have changed.

People only need to submit a text on the website, so they can get a small bottle of advanced cosmetics trial.

On iPad, users can download APP software such as Gucci, Velentino and so on, and Sina micro-blog is also booming.

The trend of online marketing of luxury goods is largely due to the younger trend of luxury consumers in China.

According to McKinsey's statistics, the most prominent feature of Chinese luxury consumption is different from other markets: age 73%: Chinese luxury consumers are less than 45 years old, and this proportion is only a little more than 50% in the United States.

Among them, the proportion of luxury consumers in China under 35 is 45%, while in Western Europe, this figure is only 28%.

Meanwhile, McKinsey expects that by 2015, luxury sales in China will reach US $27 billion, thus surpassing Japan and becoming the world's largest luxury market.

By then, up to 20% of global luxury sales will come from China.

This is undoubtedly a tempting cake.

But unlike the middle-aged and middle-aged people who used to be introverted and low-key, this time, the international luxury brand is facing a young and restless market.

These young people are not very dependent on traditional media. The main means of obtaining information are no longer those old and elegant magazines, nor are they concerned about the historical origin behind luxury brands.

They are a group of people who grew up with the Internet. They also buy LV handbags while playing SNS.

"In this case, the strategy of luxury brands in the Chinese market must be different from other markets, and they should pay more attention to the value of re media."

An Hongyu, McKinsey Global Director, pointed out: "Chinese young consumers spend a lot of time collecting brand and product information on the Internet, reading others' comments on products.

Therefore, brands can use social media organizations to monitor and respond to online conversations and participate in discussions.

There are more than 330 thousand online reviews of luxury goods detected by social media company CIC every month, and these figures are growing.

In addition, another reason for the Internet to attract these brands is that "it is richer in form than paper media, and is more conducive to the collection and guidance of consumer behavior by the brand side".

Imagine that if a model carrying 10 thousand yuan LV handbag stays motionless on a smooth cardboard, even if the advertisement is beautifully designed, photography is impeccable, which is also less attractive than the dynamic video in the website.

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