What Is The Biggest Challenge Of Luxury Online Shopping?

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Xiaobian of the network introduces the latest report of McKinsey: ten years later, 18% luxury goods were sold online.

What is the biggest challenge that luxury goods are selling online?

According to reports, McKinsey consultancy's latest report on luxury electric business pointed out that the global luxury electric business accounted for 6% of the total sales of luxury goods, reaching 14 billion euros, far exceeding that of McKinsey in 2009, accounting for 2% of the total electricity consumption in 2015.

At the same time, the report again predicts that by 2025, the proportion of luxury electric providers will be three times that of current sales, reaching 18% of total sales.

NathalieRemy, McKinsey partner, said, "electronic is an inevitable trend in the luxury industry.

We are feeling its real market power. "

At present, the development of electricity providers mainly comes from

Brand website sales, up to 28% of brand sales.

Because the sales of the store also need to pay an additional 18% of the tax revenue, the smaller the brand, the more attention will be paid to the benefits from the electricity supplier.

Therefore, at present, the sales volume of light luxury electricity providers has reached an average of 8%. For example, the light luxury brand KateSpade, which uses online discounts to stimulate consumer consumption, has reached a 23% share.

Big brands such as watches and jewellery are still hard to see on the Internet trading platform. The proportion of electricity providers is only 3.5%.

But in recent years, with the popularity of smart phones, e-commerce has become an irresistible trend, and hard and extravagant people can not ignore its huge influence.

Throughout the luxury market, the best cosmetic products, including LAMER and other high-end skin care products, have all covered the online platform.

Remy also said that in fact, for the old brand, the biggest challenge is the lack of resources for online new media and the challenge of innovative corporate culture.

"It takes a lot of money and energy to run an electric business.

And it takes time to see the results, and it's often the big cards that don't have the patience to wait. "

But the survey shows that the payoff will be quite high.

Once brand e-commerce sales reach 6%, online sales will expand rapidly, reaching 20% in five years.

At present, luxury electric providers in different countries show different characteristics.

China and Brazil in the BRICs are in a leading position, especially in China, because the popularity of Taobao, Jingdong and other popular shopping platforms has led to the development of the electronic trend of the entire consumer industry.

British luxury goods business also developed well, with sales accounting for 11%.

For example, South Korea, despite its well-developed digital culture, is at an intermediate level, and is in the second tier with the United States, Japan and Italy.

It is necessary to sell propaganda products in different countries and adjust measures to local conditions.

If you want to sell clothes in Italy, you must rely on magazines, APP applications, and CRM to create brand image.

But if you want to sell watches or jewelry in China, you need to rely on various sponsorship activities.

For example, it is most common nowadays to advertise on WeChat, hot selling movies and hot TV.

In the report given by McKinsey consulting company, we can also find that the winning points of today's brand promotion lie in five aspects: stores, word of mouth, online surveys, interactive marketing, and

Web pages, five of which come from the Internet.

It seems that in the future, maybe Chanel's new series of jewelry can be bought from the Internet.

This is much more convenient for us all. We can buy satisfactory brand products without leaving home.