China'S Luxury Trade Is Affected By The Internet.

Since 2014, the development of China's luxury goods industry has been slowing down, and many big brands have increased their trading volume through discounts and promotions.

Bain's research on consumer behavior shows that China's luxury purchasing channels will increase in the future, while people will spend more on luxury goods.

Through questionnaires, more people are willing to buy by buying.

This data increased from 59% in 2013 to 70% in 2014.

At the same time, more people are willing to spend more on luxury goods.

This data increased from 53% in 2013 to 59% in 2014.

Only 30% of the total sales of luxury goods are sold in stores in the mainland of China.

Overseas purchasing accounts for 15% through friends, Taobao and professional sellers. The total volume of luxury purchases is 55 billion to 75 billion, most of which are cosmetics, and more than half of them are cosmetics sales.

There are also other important categories, leather goods and accessories, which are easier to buy, easy to identify, and can be brought in.

In 2015, luxury brands were strengthened.

To create and strive to cater for consumers who know more about luxury goods and have more experience in buying, it is expected that each category will achieve more conservative growth in the coming year.

Since 2014, Chinese consumers have been divided into more subdivision areas.

At the same time, the boundaries between the high-end luxury consumers are blurred. This type of consumers mainly consider the uniqueness and rarity of luxury goods.

For people of 20-40 years of age, they can be divided into income, taste and brand image.

The Internet has now become the most important source of consumer information. Luxury consumption focuses on the information of the brand official website.

Second, luxury portals.

Another important source is the general news website.

Consumers understand the price of luxury goods, evaluation and other information through the Internet platform.

Through communication with the major brands, Bain found that the big brand 30% marketing budget has been put into the digital platform, which is based on more and more young Chinese consumers getting information through the Internet.

More brands interact with consumers to replace one-way communication in the past.