What Do Chinese People Who Buy Luxury Goods Online Buy?

The luxury market in the mainland of China has also been killed. If you are the head of a luxury company, will you choose the traditional way to compete for the Chinese market, such as renovating stores, increasing the number of exclusive stores, increasing the customers' shopping experience, or choosing to open an online store? The former will help to maintain the brand's connotation and value, which may increase your sales volume.

Of course, in order to maintain brand image and value, most luxury brands do not like to sell products on others' electronic business platforms. But a recent survey by businessoffashion website shows that luxury brands can no longer continue to be buried in the ostrich. Want to sell more, to understand the local e-commerce website is very necessary.

In 2014, there were 15%. Consumer Purchase luxury goods online (overseas purchase, domestic) Exclusive shop The proportion of purchases was 55% and 30% respectively. Although 15% is not a big number, but in view of the market scale of luxury goods in China has reached 115 billion yuan, this is also a business that can not be ignored.

In order to buy Luxury goods How much did they spend on the Internet? 48% of respondents spend between 1000 yuan and 5000 yuan per year, 37% of them spend between 5000 yuan and 20000 yuan, and 6% of the respondents spend 20000 to 100000 yuan. The number of single person consumption is not large, but the number of people who are multiplied by the broad middle class can not be underestimated.

Exane BNP Paribas of France recently conducted a survey of 5500 consumers in 48 cities in China. According to the survey data, only 7% of China's luxury consumers will place orders directly from the brand's official website. By comparison, 45% of the people will choose the domestic e-commerce platform, 35% of them choose the indirect channel, and 13% buy from the overseas e-commerce website.

"Low price" is the main reason for people's online shopping, and luxury goods are very special. Imitation goods are full of gray areas of the market. They not only reduce the sales of regular products, but also damage the brand image. For those consumers who want to buy genuine goods, they are most concerned about the authenticity of the website. Every interviewee mentioned, "I hope the website is real, but do not buy fake goods". Next, we are concerned about the quality of products, and the second is logistics.

What is the most frequently purchased item? Top of the list is handbags (73%) and ready-made garments (71%), and the frequency of consumers buying them is much higher than that of other categories. This figure is very well understood, because watches and jewellery do not belong to high-frequency products themselves, they are ranked third and fourth respectively in the ratio of 29% and 21%. For brands, the most popular brands of Chinese online consumers are Gucci, Prada and Louis Vuitton.