Luxury Online Shopping Is Becoming More And More Popular &Nbsp; Price And After-Sales Service Become The Biggest Consideration.

With the continuous improvement of consumer purchasing power, domestic Luxury goods Consumer demand is growing strongly, and China has become the fastest growing country for luxury consumption worldwide. In recent years, LV, Armani, Chanel, Cartier, Ferrar and other international luxury goods. brand A large number of online shopping markets have been launched, and retail outlets are planned. However, for the luxury online shopping market that is not yet mature in China, the after-sales service and quality of luxury online shopping still need further solution.

　 Domestic luxury demand growth is strong

In recent years, with the rapid development of China's economy, the purchasing power of consumers has been rising. market Demand continues to grow and the momentum is strong, and demand growth is much higher than that of Europe and the United States. The official report of the World Luxury Association 2010 - 2011 released in early June is shocking. The report shows that from last February to the end of March this year, the total consumption of luxury goods in mainland China has risen from US $9 billion 400 million in 2009 to US $10 billion 700 million, occupying 1/4 of global share. China has become the fastest growing country of luxury consumption, spending for the first time surpasses the US, and is expected to surpass Japan in the first place to occupy the whole luxury consumption volume in 2012.

The figures released by the World Consumer Association have made it more convincing for former commerce secretary Chen Deming and McKinsey about the strong growth of China's future luxury consumption. During the two sessions, Chen Deming has said that the consumption of high-end products in China will surpass Japan in 2015 and become the largest and largest consumer goods in the world. McKinsey also announced in its March Research Report on the rising China luxury market that by 2015, China will become the world's largest consumer of luxury goods, accounting for more than 20% of the global luxury market share.

People in the industry also believe that luxury goods in China are mainstream consumption and trend consumption. In the next few years, the consumption situation of Chinese luxury goods will continue, and the growth momentum is still strong, which can fully stimulate domestic consumption and promote the development of luxury goods industry.

　 Huge consumption spawned luxury business boom

In the past, luxury goods left people with the impression that prices were high and hard to come by. Nowadays, with the growing maturity of e-commerce, online shopping is becoming more popular and products are becoming more and more high-end. The luxury consumer market, which has such a huge potential, is also unable to escape the snare of e-commerce. Luxury online shopping market is growing rapidly, and a large number of ordinary consumers have been trained to become their buyers, thus giving rise to the boom of luxury electric business.

According to the "Global Electronic Commerce Research Report of 2010 to 2011" compiled by the China Electronic Commerce Research Center, the sales volume of the global luxury goods accounts for about 5% of the total volume of the industry. The report predicts that the annual growth rate of the luxury online shopping spanaction volume is expected to be over 100% in the future, and the "collective net" of the luxury brand has become the trend of globalization.

For China, such a luxury market with strong demand and will continue to grow, "touch net" is inevitable. With Anima launching the first e-commerce channel in China, many other overseas luxury goods have begun to rush to China's online shopping market. In addition, the domestic luxury electric business has sprung up like mushrooms, such as Jiapin net, Ju Shang Wang, Xiu Xiu net and so on. According to the forecast of the electronic commerce research report, in the next two years, the sales volume of China's luxury E-business will exceed 20 billion yuan.

The consumption hot of luxury online shopping mall has also attracted the chase of VC. According to the report of China Electronic Commerce Research Center, apart from Shenzhen's Bloves network, nearly 10 websites in China, including Jiapin net, Ju Shang LAN and Shang pin net, have been favored by VC this year, with a total capital of up to 500 million yuan. Zhang Yi, chief analyst of AI media consulting, believes that this field is only the beginning of this year, and sensitive VC will definitely be ahead of schedule.

Because of the involvement of venture capital, luxury electric providers have the support of capital behind them. In order to survive in the increasingly fierce competition, they have started a price war. The "luxury goods network's lowest price activity" launched in June 19th started the first shot of the domestic luxury online shopping price war. CEO Ji Wen Hong also declared in a price war with high profile that "the luxury department of Xiu Xiu net will insist on selling at the bottom price and not be profitable for 5 years." Subsequently, other electricity suppliers also follow suit to follow up, the battlefield is full of gunpowder.

　 Price and after sales service remain to be solved.

Luxury online shopping is heating up in China, but it is still in the initial stage of e-commerce. The whole industry has not yet formed a scale, and luxury e-business is still facing challenges. The habit of online shopping for luxury goods has not yet formed. There are still doubts about whether the quality of luxury goods purchased online is still guaranteed. How to screen websites in order to ensure that products can be purchased at a lower price? These problems are the most important concerns of luxury consumers. From now on, the price difference of luxury online shopping at home and abroad and after-sales service are the biggest consumers' consideration criteria.

At present, the price difference between luxury goods at home and abroad is obvious, which makes the luxury goods that are already tagged with "high price" even more discouraged consumers. According to a set of statistics released by the Ministry of Commerce, 20 kinds of high-end consumer goods, such as watches, bags, clothing, wine and electronic products, are about 45% higher than those in Hongkong, which is 51% higher than that in the United States, and 72% higher than that in France. The five categories of products, such as watches, luggage, clothing, wine and electronic products, are about 51% higher than those in the United States. High tax rate is the key factor causing the price difference of luxury goods. Due to the accumulation of import duties, value-added tax, business tax and consumption tax in the sales process, the price of foreign luxury goods entered the Chinese market generally increased.

Because of the obvious price difference at home and abroad, Chinese consumers are inclined to purchase luxury goods in Hongkong, Europe and other places in China, leading to the spanfer of domestic purchasing power, and the consumption of luxury goods is seriously outflowing. According to the latest report of the World Consumer Association, as of the end of March this year, the total consumption of luxury goods outside China totaled nearly 50 billion US dollars, which is 4 times that of the domestic market. Chinese luxury goods consumption abroad has become the number one in the world. In response, Yao Jian, spokesman of the Ministry of Commerce in June 15th, said at a press conference that it would further lower import tariffs, including tariffs on medium and high grade commodities. This is of great significance for domestic luxury goods to expand domestic demand and consumption backflow.

Online shopping luxury after-sales service is another soft spot for luxury business operators. The high price of luxury goods lies not only in its high quality, but also in a complete set of service processes, especially after-sales service. Whether luxury online shopping can get satisfactory after-sales service, such as when it is consumed in a physical store, is one of the key issues that consumers consider when shopping online luxury goods. This is also one of the problems that consumers should focus on in the course of their operation.

For this reason, Mo Daiqing, an analyst at the China Electronic Commerce Research Center, thinks that because the preferential price of online luxury goods will cause a certain impact on the sale of physical stores, the cost saved from physical stores can be used in payment services, after sales services and so on. At the same time, when consumers purchase luxury goods online, they can also focus on key links such as product channels and after-sales services, and strive to enhance their awareness of rights protection so as to protect their own rights and interests.