Luxury Sales Are Not Easy To Get Through

With the prosperity of China's luxury market, different new market channels have sprung up and continuously infiltrated, including second-hand. Luxury goods Trading platforms, luxury e-business platforms, and duty free shopping malls have become a big channel.

There are different levels of development bottlenecks, such as the luxury business platform, the supply of goods and the authenticity of goods.

　　 New channel What are the main obstacles on the road?

Secondary market: continuity of supply and trustworthiness of goods

The strong rise of second hand luxury deals is mainly due to what we call "yearning". Consumer " They usually can afford only a few luxuries, but they are full of desire for luxury status and status symbols. Angela Kapp, vice president of international luxury brand online sales website, said in an interview with the first financial daily.

"Second hand luxury transactions usually account for 10%~15% of the whole market. Once this market penetration is achieved, I think it is very difficult to have a big increase again," Angela analysis. "The Chinese market is far from achieving such penetration, so there is still room for growth."

According to the survey of the luxury research team of the University of foreign trade and economic cooperation, there are about 500 large and small companies operating second-hand luxury goods in the Chinese market, but most of them are in the early stages of entrepreneurship, with small scale and low market popularity. Among them, the second hand luxury market in the eastern region is more prosperous than that in the central and western regions. The consumption preference of the first tier cities for second hand luxury goods is higher than that of the two or three tier cities.

From the perspective of consumer characteristics, the main body of the second hand luxury goods market is female consumers, whether it is purchase intention (62%) or sale intention (58%), while those aged 30~40 are the main participants. 40~50 years old consumers are more willing to sell idle luxury goods, but the purchase intention is greatly reduced.

"The sustainability of the supply is a big problem. At present, most of the second hand luxury goods companies in China are merely positioning themselves as trading platforms. The operation of the market is based on the way of commission. Although this has solved the financial pressure of operators, it has also limited the availability of goods, and it is difficult to ensure the quantity, quality and sustainability of the goods, thus affecting the long-term operation." Dr. Zhou Ting, executive director of the luxury research center of the University of foreign trade and economics, told this reporter.

E-Business: real product + quality service experience

With the prosperity of e-commerce market, its products are also moving from low end to high end. Luxury e-business websites represented by Shang pin Wang, Fifth Avenue, and Xiu Xiu net have sprung up like mushrooms, and this trend has exploded. International brands also set up online shopping websites for China, and the mass shopping platform has joined the ranks to launch luxury channel. For a while, luxury e-commerce market has four smoke.

Chen Renzhong, President of brand familiar guest network, introduced in an interview with the newspaper: "there are more than 10 Luxury e-merchants approved by the capital market in China now, and the market space is very large." In Angela's view, although China's luxury e-business market has been greatly developed, its potential is still very large.

According to the survey, Zhou Ting found that due to the lack of intuition and experience, the authenticity of products became the main concern of online shopping luxury goods (50%), followed by the quality of products (24%), after sales service (10%) and distribution safety (8%).

"Luxury e-business should be transformed from fake products and grey products to more authentic luxury experience platforms. Only when Chinese consumers realize that online can also become the source of real luxury goods, the experience of online shopping will usher in a huge growth, because of the convenience of this channel." Angela points out.

Chen Renzhong said: "luxury e-business should not focus on the price tag, but should eventually return to the original intention of luxury goods and provide high quality products and best services."

Tax free market: policy opening + supporting services

The gap between luxury prices at home and abroad is a huge push for the growth of luxury tax-free market. In China, more than 50% of high-end consumption is completed abroad, and more than half of the duty-free shops are purchased. The opening of duty-free shops in Islands, Sanya, China is undoubtedly welcomed by luxury buyers.

The import tariffs, value-added tax and consumption tax, the high surcharge in circulation and the way of import represented by agent system make a great difference between China and foreign countries. According to the monitoring of the luxury group led by Zhou Ting, the price difference between the domestic and international watches is very obvious, reaching 100%~300%, even in China, the price difference between the tax market and the tax-free market is between 80%~150%.

Because there is no intermediate link and exemption from customs duties, value-added tax and special consumption tax, the duty-free retail price of the same commodity is lower than the domestic tax price of about 10%~35%.

But at present, the domestic tax exempt market is relatively monopolized. Zhou Ting thinks: "the opening of policy determines the prosperity of the market. Monopoly will make the organization inefficient, and it is impossible for consumers to benefit more."

"The huge number of tourists is also a challenge to the service quality of duty free shops. According to international rules, the luxury retail terminal usually adopts one to one service mode when facing the consumers directly, but now the duty free shops in China have degraded into the" luxury supermarket "shopping mode, and there is no corresponding supporting service. This is not a problem that the operator's business behavior can solve, but also needs the government's policy support and the improvement of the urban planning support. Zhou Ting pointed out.

Angela said: "China's tax exempt market will continue to grow stronger, but there is still more resources to be provided for this growing channel."