Taobao? Buyers Do Not Buy, Grow Up And Worry.

< p > despite the fact that the first tier brand has begun to adjust the price of luxury goods in the mainland of China, a series of data shows that the growth rate of luxury goods in the mainland market is slowing down. It is estimated that this year only 2%-4%; the retail data released in Hongkong also show that local luxury goods sales have plummeted nearly 4 in April. < /p >
< p > recently, the luxury industry researcher Bain consulting company and the Italy Luxury Association released the global luxury market monitoring report 2014 Spring Edition. It is predicted that the growth of 2%-4% in luxury market in mainland China this year will be much slower than that in the Japanese market, and it will not be as fast as the growth rate of 4%-6% in the Americas, even less than that in the Hongkong region of China. The growth rate of 9%-11% in the mainland market is much lower than that in Japan. < /p >
< p > corresponding to the cold wave of the mainland luxury market, the layout and strategy of the first tier brand in the mainland market are also changing. For example, in addition to sticking to the first tier cities, they are also actively developing two or three line cities, while testing the water business channel. < /p >
In April this year, Burberry opened the first online store in mainland China in Taobao, but its life was not good at P. According to incomplete statistics, in the 18 days since April 23rd, the online store's performance was dismal: it sold only 132 items, including 32 pieces of unconditional return by customers, the return rate was as high as 26.4%, compared with the return rate of similar products of Tmall, 7.21%, and the exclusive custom made no sales. < /p >
< p > behind the high a href= "http://? www.91se91.com/news/index_c.asp" > return rate < /a >, it is a deliberate spoof of some netizens. After receiving the goods, they upload photos to friends circle and micro-blog to show off, then pick up a minor mistake to apply for refund refund, and the luxury electric providers who come to the market suddenly can only gratiate themselves to cater for the poor netizens. < /p >
< p > the strong contrast between this luxury high-profile "a href=" http:// "www.91se91.com/news/index_c.asp" > touches net < /a > and mainland consumers are extremely reluctant to buy accounts, which has attracted the attention of many people in the industry. In addition to condemning a small number of consumers, "with bad faith in the original intention of spoof businesses", luxury goods trial business road frustrated the reason is also popular. < /p >
< p > some people think that most of the activists on the online shopping platform are young people, but the vast majority of young people who buy luxury goods through the Internet will choose the "discount and guaranteed" Hai Tao. At present, a large proportion of the young people who buy fashion brands on Taobao and Tmall for a long time do not have the economic strength of consuming luxury goods. In addition, the a href= "http://? www.91se91.com/news/index_c.asp" > Burberry < /a > settled in Taobao, and there is a bad price tag, that is, there is no discount and discount. < /p >
< p > for most luxury goods, discount is a measure that they will never take lightly. But for the vast majority of consumers in mainland China, online shopping also means a certain discount for them besides convenience. If the shop does not have the price advantage, everyone should prefer to go to the physical store because there is a better consumption experience. < /p >
< p > the industry believes that the rapid development of the current stage of electricity providers can improve the present situation of luxury prices in the mainland. However, if there is no advantage in the price of luxury online shops, it will be difficult to bring real pressure to the physical retail industry, and this transformation will lose its significance. < /p >