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Luxury Goods Are "Touching The Net" &Nbsp; After Sale Service Is Being Questioned.

2011/6/24 17:09:00 94

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With the rapid development of e-commerce in China, the luxury goods market has also paid attention to network marketing channels. Many luxury goods manufacturers began to expand the network market, and luxury goods ushered in the "touch net era".

Known as luxury in 2011

Electronic Commerce

The "first year of China".

According to the relevant data, China's luxury goods sales account for 25% of the world's total, which has surpassed the United States as the second largest luxury consumer in the world, and 6 Chengdu is buying at home instead of overseas.

According to the data released by China Electronic Commerce Research Center, the sales volume of global luxury goods accounts for about 5% of the total volume of the industry.

However, the report predicts that the annual growth rate of luxury online shopping pactions in the future is expected to be over 100%. In the Chinese market, the sales volume of China's luxury E-business will exceed 20 billion yuan in the next two years. In the world's leading 100 luxury brands, almost all luxury Brand Company now have corporate websites, of which about 77% are sold through the official website mall or through the third party B2C platform.

In this way, luxury brand collective "touch net" has become the trend of globalization.

Facing the huge potential of China's luxury goods market, the luxury goods manufacturers in the world have put their eyes on the Chinese luxury e-business market. It is understood that Giorgio Armani, Jil Sander, Dolce&Gabbana, Valentino, Diesel, Emilio Pucci, Marni and other international brands have "touches the net", and the layout network retails, and sell the products to the Internet.

"The integration of online pactions and traditional channels is"

Distribution channel

The inevitable trend of development, network marketing, after years of development, has gradually become one of the main consumption channels for consumers. The reason why the global luxury brand collectively "touches the net" is to comply with this development trend.

Gao Boxuan, senior researcher of CIC consultant, said in an interview with reporters.

As for the reasons why luxury goods collectively "touch the net", Gao Bo Xuan believes that on the one hand is the popularity of luxury consumption. With the rise of the domestic middle class, a large number of expedited middle class do not have the habit of traditional channel consumption, and the network channel has become the first choice of consumption. On the other hand, the network consumption channel has become the focus of every luxury enterprise. Through the promotion of network publicity, brand awareness and influence, and brand value have become the key choice of the enterprise at this stage.

Although the market prospect of luxury "touches net" is generally optimistic, many people also expressed concern.

Due to the characteristics of the Internet, luxury products are likely to face various problems such as product quality, product passing and after-sales service.

In this regard, China

Electronic Commerce

Mo Daiqing, an analyst at research center, said in an interview with reporters that in general, the quality of products can still be guaranteed, and consumers can buy them at ease.

Because the preferential price of online luxury goods will cause a certain impact on the sales of physical stores.

The cost saved from physical stores can be used in payment services and after sales services.

Gao Boxuan thinks luxury.

Touch net

The disadvantages are obvious. Because consumers are more vigilant against Internet sales, they will be more strict in product quality and product style. If they can not solve the consumer's doubts in time, the luxury brand will be seriously affected.

In addition, infringement, counterfeiting, improper publicity and malicious attacks will have an impact on the online marketing of luxury enterprises.

For consumers to purchase luxury goods online, they should be more cautious. The luxury consumption habits of domestic consumers are still in the embryonic stage. Consumers are blindly pursuing a luxury brand, but when they encounter quality problems, they lack the awareness of safeguarding their rights.

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Therefore, domestic consumers should be clear that luxury consumption needs to be concerned about a whole set of service processes and need to enjoy after-sale services for luxury goods sales.

Gao Boxuan suggested that consumers could focus on key links such as product channels, quality assurance and after-sales service, and strive to enhance awareness of rights protection so as to protect consumers' legitimate rights and interests from infringement.