Luxury Online Shopping Leads To Changes In Luxury Marketing
After 2010 China
Electronic Commerce
At last, the company finally handed in a satisfactory answer at the end of the year. The merchants were happy, the country was happy, and the foreign businesses were delighted.
At the same time, all parties also gave satisfactory data and expectations. For example, online shopping pactions in 2010 amounted to 472 billion 800 million yuan, an increase of 90% over the same period last year. In 2010, the size of China's B2C online retail market exceeded 100 billion yuan mark, and the growth rate was 373%.
In such an active Chinese e-commerce market, a subdivision category that can not be ignored is the luxury online shopping market, which is concerned by both domestic and foreign businesses.
abroad
Luxury goods
Companies hope to use China's Internet to attract money, such as the French LVMH group and Giorgio Armani set up their own websites in China. Gucci, Burberry and so on also have plans to profit from China's explosive growth of online shoppers.
The luxury online shopping mall in the UK, the US and Italy now has Chinese services. The price tag of the mall does not include tax, the use of international sizes and support for Alipay payment are attracting the attention of Chinese consumers.
Compared with foreign websites, local enterprises in China know more about domestic consumers.
From the perspective of domestic enterprises, high-end positioning
meici
Glamour and Fifth Avenue have a slightly better advantage.
Taking the Spanish fashion as an example, aiming at the mysterious feeling of domestic consumers and the feeling of being out of reach, the concept of the website is defined as "easy to enjoy luxury", so that customers can experience the luxury quality of all kinds of first-line brands in the simplest online shopping mode.
China is the first luxury consumer country. It is only a matter of time in the eyes of businessmen.
It is reported that China's demand for luxury goods is growing at an annual rate of 20%.
With the current domestic economic growth trend, in the next ten years, 330 cities in China will exceed the standard of living in Shanghai today.
Moreover, according to Chinese characteristics, the age of Chinese millionaires is generally about 15 years younger than other countries, and can also promote the rapid development of the luxury market.
In the face of such a huge market, all luxury businesses have been unable to resist, shifting the focus of the global market to China.
The marketing of luxury goods companies has been quietly following the laws of the luxury industry, for example, by enhancing the aristocratic temperament through celebrities, displaying the brand strength through a grand press conference, displaying the value of the brand through never reducing sales, and displaying the low-key luxury through word of mouth rather than hard advertising.
In the Chinese market, the top two are still sticking to it, but TV commercials are already being broadcast, and product price promotions have become commonplace.
This shows that these savvy luxury goods producers have launched a strategy to change the Chinese market.
In the face of all kinds of fierce competition, price is not the core competitiveness of enterprises. "Service" is particularly important. Especially for luxury goods industry, service can enhance user loyalty. Therefore, e-commerce enterprises are setting up intimate service standards.
For example, the western fashion service provides one to one customer service personnel in service. When consumers receive unsatisfactory products, they can be returned within 7 days.
At the same time, the characteristic of the West fashion is the professional luxury care service, the American West protection, which relieves the follow-up nursing problems of the users.
With the constant normalization of the market and the intensification of competition, many domestic e-commerce enterprises continue to improve their services and integrity, especially for high-end luxury online shopping industry, and the requirements for enterprises are more stringent.
Moreover, foreign luxury goods businesses have a very successful history in product marketing and business operations. Once the Chinese market is launched, it will also be a big challenge for domestic enterprises.
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