Personalized Customization Into Luxury Brand Market Dominance

　　 Embrace personalized customization

The luxury goods report released in 2014 by the Institute of wealth and quality, a luxury research and consultancy agency, shows that the global luxury market in 2014 has a total capacity of 232 billion US dollars. Among them, Chinese consumers spend 106 billion dollars on global luxury goods, accounting for 46% of the global luxury goods market, while China's domestic luxury consumption reaches 25 billion US dollars, down 11% from the same period last year. Data show that Chinese consumers spend 76% of their luxury goods overseas. This is also the first time that China's local luxury goods market has experienced the first negative growth in recent years, which has aroused concern among many people in the industry.

Many luxury brands slowed down in China in 2014, and even stopped shops. With the development of new circulation channels such as outbound tourism, purchasing agents and electricity providers, consumers have the opportunity to contact and buy luxury goods. The popularization of channels is further accelerating the popularization of luxury brands.

Despite difficulties in China's local market, international luxury brands still can not underestimate the strong purchasing power of Chinese consumers. Such a situation of "external heat and internal cooling" also makes them aware of the growing maturity of China's luxury consumption, transforming their mindset from "where to look for growth" in the past to "trying to create growth".

Zhou Ting, President of China wealth and Quality Research Institute, said that if 2013 is a year of "going to logo", then 2014 will be a year of "de branding". The consumption of luxury goods has shifted from the price performance of brand to the center of product cost performance, the desire of consumers for brand consumption has declined, and the trend of popularization of traditional luxury brands has intensified. With the growing maturity of consumers, luxury brands have been diversifying in recent years, especially the development of low priced products and products. Luxury brands are becoming more popular than ever before, and many brands are becoming more affordable products. In the next three to five years, the old luxury goods will become the high-end consumer goods, and we will say goodbye to the era of profiteering. Diversification, individuation and customization will become the new thinking of luxury brand.

　　 Aim at brand new favorites

Unlike high-end personalized luxury goods, the new consumption concept of "Henry family" may be the industry's attention.

The "Henry family" refers to those who have high incomes but are not rich enough. They are in good financial condition and have purchasing power, but they will not eat or drink without buying luxury goods. They love luxury goods that show the taste of life, and this "ornamental consumption" is their unique consumption concept. According to the insiders, consumers of this group will be the target of marketing and brand competition.

With the growth of the Internet, the Henry family is right. fashion Update is very sensitive and has a unique understanding of the trend. Instead of blindly following the big and expensive prices, they emphasize individuality and pursue their own style. They also focus on quality, but compared with classic and logo designs, they are more keen to pursue designer brand or niche design with individuality, and enjoy the attention and curiosity brought by luxury goods. The combination of "unique personality", "fashion" and "luxury" is what they pursue.

In addition, many fashion brands aim at the "Henry family" and other consumer groups, and launch the evaluation series with fast fashion brands. Since 2004, many luxury brands have launched such products. Lanvin and H&M have launched parity clothing. Hundreds of people queued up overnight before opening the sale. Valentino and GAP, which are famous for their advanced customization, have launched a joint series; Jimmy Choo and UGG have been linked together, and this series of actions has attracted a lot of attention.

In this regard, the industry believes that fashion should help people find a new way to express themselves. Luxury brand unique design style and parity brand marriage can satisfy different income people's pursuit of luxury, uniqueness and fashion.

　　 Developing new thinking of trading

According to Bain consulting data, the total amount of luxury goods that can be circulated in China for about two times now is about 300 billion yuan, and the annual growth rate is about 20%. The second hand luxury market has a small transaction volume of only a few billion yuan, although there are more than 1000 second-hand luxury stores under the line, but most of them are operated independently in the form of "husband and wife shops".

The Academy of wealth quality predicts that international luxury brand In 2015, it will enter the electricity sector formally. At the same time, e-commerce platform has also become the most widely used platform for the collection of second-hand luxury goods.

In the O2O+C2C mode, the aiding cat has been authorized by the price appraisal committee of Hangzhou Price Bureau. "The core requirement of users is to buy goods. At the same time, users want to know more about the authenticity and purchase channels. Song Jian, co-founder of second-hand luxury goods trading platform, said.

"Under the premise of ensuring the safety and reliability of transactions, the way we take now is to upload photos of the goods we want to sell to our clients. After the buyers are selected, the identification of the goods is conducted by the aiding cat identification center. The authenticity of the products is authenticate. If authenticate authenticate, the user can choose to go to the designated cooperative merchant entity store to pick up the goods himself or the platform can deliver the goods uniformly. At the same time, the aiding cat provides after-sales protection, cleaning and maintenance services and has no reason to return products within a week. A 10% Commission is charged from each transaction, and the quoted price is below 15%. We have 10 accreditation teams with professional qualifications and have more than 5 years of experience. When we encounter controversial commodities, we will have 3 appraisers to identify the products together. " Song Jian said.

Talking about second hand luxury goods market When faced with difficulties in development, Song Jian said that the problem of the development of the whole industry is that it has not yet formed a real business model, and is still "crossing the river by feeling the stones". Second hand luxury transactions need to establish industry standards, strengthen supervision and standardize the market. For the problems in the transaction process, he said, "on the one hand is the trust issue. At present, the counterfeit market in the luxury goods industry is very complex, which is a test for the mutual trust between buyers and sellers. On the other hand, it is a consciousness problem. At present, many people who use and buy luxury goods in China do not have the consciousness of buying second-hand, or even hold suspicion and exclusion. Most of our registered users are women in the first tier cities from 23 to 40 years old. Their common characteristics are higher education level and higher quality pursuit for life. When choosing luxury goods, they have their own ideas, allowing them to circulate their luxury goods to meet their own needs.