Stick The "Popular" Label To Push Luxury Goods To Ordinary People.

Luxury electric business civilians

As a famous fashion discount network, its online product discount is as low as 66% off.

The famous website, which is positioned as "global trend luxury online retailer", accounts for about 40% of the total number of brands.

And the world's top fashion.

The number of online retailers is only 25% of the total number of websites.

The shopping network, known as the largest luxury sales item in the country's electricity supplier, has long been pformed from luxury electric business to mass fashion consumer electronics supplier. Luxury goods account for only 30% of its total merchandise composition.

They focus on the introduction of foreign two or three line brand to attract consumers.

Huang Wenjie, President of the circulation business association, said that at present, Chinese consumers have not yet formed a habit of online consumption of luxury goods. If they are only selling luxury goods, it will be difficult to introduce enough traffic to support the operation. Therefore, the expansion of the product line to the downstream is a common phenomenon.

From the consumer psychology of consumption, this kind of luxury low price is in line with the price sensitive nature of consumers, "if at the same price, it will definitely choose a low price brand".

In addition, the overall downturn of the world economy is more suited to the current consumption patterns and needs in the form of discount.

Emergence of alternative luxury goods providers

Yes, we have

The other is to take an extravagant route, emphasizing the luxury of the product itself rather than the luxury of the price.

Some of these suppliers have taken the designer route, while others are directly importing European brands. The former is like Shang Di club, the latter being the recent online collection.

Zhou Xiaowen, C E O, believes that in the eyes of ordinary people, private designers are luxurious and can only be done with high cost.

G race, deputy manager of Mei Hui Hui, said, "understated expression is less bright in clothing color.

And low key is also reflected in our way of publicity. We do not sell advertising, no celebrity endorsement, not selling famous brands.

Luxury, in their eyes, refers to the luxury of quality and taste.

"Mei Hui Hui uses the European standard fabric, and the fabric does not contain any fluorescent agents."

The brand name map on line has the international certification cashm EREM ark, that is, the verification of 100% pure cashmere, which is the unique label of the Italian style brand.

"We have the quality of luxury rather than the price."

Italy is not an internationally famous brand, but these clothes have a common label: good quality, "luxury is mainly reflected in fabric and taste."

Luxury needs to promote mass consumption

In the view of Ding Jiaqi, an analyst at the consulting firm, the luxury electric business in China mainly sells luxury goods in the form of online shopping platforms, rather than the official website of luxury brands.

"Luxury brands also have websites in China, but they are mainly located in displaying brand culture and disseminate brand value, while domestic online shopping platforms focus on sales links.

The electricity supplier is characterized by low discount and sales volume.

In order to push luxury goods to the common people, they put out the label of "Popularization".

Zhou Xiaowen, CEO, said that in foreign countries, consumers have a clear sense of brand. Ordinary luxury brands refer to cultural and historical brands after hundreds of years of accumulation.

And domestic consumers do not have strong awareness of brands. They do not care what brands are. "For example, in foreign countries, workers in the US can buy coach products.

But coach has become a luxury in China, which is mainly a business campaign to catch Chinese people's ignorance of luxury goods and the publicity of consumers' follower mentality.

On the market, such as Merc, Shang and so on, it is aimed at more mature consumer groups.

"At the same price, it will tend to pursue quality and quality, and turn to personalized products."

C E O Zhou Xiaowen said that mature consumers have their own brand awareness, strong judgment, and more want to select personalized and comfortable products.

Service is in place and category should be expanded.

Ding Jiaqi, an analyst with AI consulting, pointed out that at present, China's online consumption habits have not yet been cultivated, and the purchasing power of the masses is generally low. Therefore, it is necessary for luxury electric providers to make appropriate discount adjustments.

She pointed out that at present, the service category provided by luxury electric providers has been quite perfect, such as providing consumers with normal service time under the line, distributing goods to the door and so on.

However, because of the low demand from consumers, the service in this area is rarely experienced.

In the development of luxury electric business, Ding Jiaqi pointed out that luxury electric providers can develop in two directions: horizontal and vertical.

Horizontally, we should open up new brands and expand categories. Besides the common items such as leather bags and leather boots, we can expand our home appliances and golf clubs in the future.

Vertically, mining brand depth and introducing more new brands, such as the development of designer brand, is also a good direction.

In the future, consumers will be more eager to pursue quality.

Huang Wenjie, President of Guangdong circulation Commerce Association, said that the future consumers' pursuit of quality will be urgent. "From the development of consumer psychology, in the first stage, the brand has been widely recognized by the public through the baptism of the consumer market, and there is a certain accumulation of culture. Consumers will tend to buy luxury brands.

In the second stage, consumers are mature. If brand is the same, quality and design will become the first consideration for consumers. "