How Far Is The Spring Of Luxury Business?

< p > here world < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > a target= "_blank" href= "_blank".

In 2013, the consumption of luxury goods in China will reach US $102 billion, which accounts for nearly half of the global market. The huge consumption volume once again proves the enthusiasm of Chinese consumers for luxury goods. Meanwhile, the online sales scale of Chinese luxury goods accounts for less than 5% of its total sales, which is undoubtedly the most powerful proof for the prospect of P.

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< p > yesterday, I heard the news of "a href=" http://www.91se91.com/news/index_s.asp > luxury goods < /a > electronic business website Temple database network financing 100 million dollars, which really scared me.

At this time last year, I judged that with the launching of activities related to cracking down on copycat and tortious activities this year, a large number of so-called luxury electric business websites would be killed, but I did not expect that the situation of luxury electric providers in recent years is just the opposite of my prediction.

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The P > public news shows that this round of financing was led by the Chinese Cultural Investment Fund (CMC Capital Partners, or CMC) founded by Li Ruigang, the joint venture capital of IDG capital, French venture capital Ventech China, Sanghe investment, Pangu creating rich and so on. It may be described as a joint international investment case in many countries.

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< p > < strong > luxury goods are huge in Chinese market < /strong > < /p >

< p > for the luxury goods industry, the past 2013 is a very memorable year. The reason is that in 2013, Chinese luxury goods consumption will reach 102 billion dollars, nearly half of the global market. At the same time, China's GDP accounts for only about 10% of the world's total. This is a great irony. The Chinese "trench" leads to the so-called luxury e-commerce websites mentioned above, which have been attracted by some of the websites.

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< p > the huge consumption volume has once again verified the Chinese people's enthusiasm for luxury goods. In recent years, people in foreign high-end brand stores can see people everywhere. Whether it's department stores, suburban shopping centers or urban brand discount stores, Chinese people once again become the main force of luxury goods consumption.

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< p > < strong > luxury "electric shock" is imperative. < /strong > < /p >

< p > luxury electric shock is a commonplace. Anyone can see that the future online channel will become the main selling way of luxury electric business.

The luxury electric business, which started in 2008, has experienced rapid growth after several years of great leap forward.

Speed road Research Institute in August this year issued a domestic luxury electric business report, the report shows that in 2009, China's luxury online shopping market paction scale of 2 billion 860 million yuan, but in 2012 reached 17 billion yuan, 2013 growth is still very fast.

At the same time, online sales of luxury goods in China account for less than 5% of its total sales.

These figures are undoubtedly the most powerful proof of the broad concept of the future.

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Compared with P, foreign luxury goods companies are increasingly concerned about the huge potential market of Chinese luxury goods, and have opened online stores in China for layout.

In 2010, Italy fashion website Rafael online and Fuxi Li entered China through the Alipay curve. In September of the same year, YOOX, the famous official online retailer of the famous fashion brand, entered China; Net-a-Porter, the online store of the luxury group, entered China in March 2012.

In addition, Louis Weedon, Gucci and Cartire brands have set up official websites in China.

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< p > < strong > restricting the development of luxury electric business: < /strong > < /p >

Supply of goods: Despite the strong demand for luxury goods in China, many foreign luxury brands have been stationed in China, but they are very concerned about their brand image, and do not want their brands to compete with the products of some low-cost sellers, so that the public can have a vague sense of "luxury concept". P

On the other hand, they do not want the electricity supplier channel to threaten their own price system.

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< p > this situation has led to the fact that most of China's luxury sales websites are "illegal sales" and have not really been authorized by the brand side.

Dangdang "Tian soo watch storm", jumei.com accused of 90% fake products have caused great uproar, NetEase and Sina's luxury e-commerce channel has also been closed.

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Tax rate: buying luxury goods in China is much more expensive than most countries. A large part of the reason is that China has a high tax rate. P

For example, if you buy a 20 thousand yuan package in the UK, the UK may only have 14 thousand yuan, and the remaining 6 thousand yuan will be able to buy the round-trip air tickets, so consumers will prefer to go to the UK to buy it. < /p >

< p > the industry generally believes that the price difference of luxury goods is due to high taxes and fees. So, as long as the tax cuts are reduced, Chinese tourists will not be crazy about shopping overseas, but in China, whether the tax is reduced or not, luxury goods will still maintain a high price.

According to China's current development stage, we should encourage rational consumption instead of reducing taxes and fees, so that we can afford to buy luxury goods in China.

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P: marketing: marketing is a key link in the success of luxury electric business.

Since last year, a lot of first-rate luxury websites have declined or even gone bankrupt. One of the reasons is that the cost of marketing has been controlled, and a lot of money has been spent on Internet marketing, but it has not achieved the desired results.

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< p > < strong > luxury goods providers enter the platform or open their own shop? < /strong > /p >

< p > in 2011, the Tmall fur category with an average customer price of about 1200 yuan was more than 260 million yuan in the year.

As more and more businesses enter, the fur category has attracted the attention of Tmall platform and has begun to promote the growth of category.

The marketing strategy of highlighting value added services rather than discount is a good result for the fur special events.

With the improvement of category specifications and quality control standards, Tmall's confidence in fur category has been enhanced.

Later, in 2012, the turnover of Tmall fur category is expected to be close to 8 hundred million, and I haven't found the data in 2013, but it must be over 2 billion.

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< p > through the above cases, we can see that the platform is a good move for luxury e-business to carry out network marketing.

Platform entry, we can consider Tmall, Jingdong, suning.com, Dangdang and other large integrated e-commerce platform, these platforms have a huge luxury consumption crowd, will first solve our "user source difficult" problem.

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< p > some enterprises also sell luxury goods by establishing their own independent websites.

This method has been popular all the time, but in the past two years, most of the websites on the front line were mostly injured.

I personally do not recommend the operation of luxury electric providers through independent websites, because not all luxury electric business websites can raise 100 million US dollars just like temple monastery, and most of the websites have gone bankrupt unwittingly.

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< p > wrote at the end: the rise of micro-blog and WeChat has given the luxury goods < a href= "http://www.91se91.com/news/index_c.asp" > electricity supplier < /a > many new opportunities.

Once, the Chongqing police cracked down on a group selling fake luxury goods through WeChat. This case gave me a lot of inspiration, which reflected the new media's new opportunities for luxury goods providers.

Luxury electric business in China is not spring, but summer, very, very hot summer! < /p >