Where Do Most People Buy Luxury Goods?

Do you know now?

Data show that 82% of consumers prefer

。

This is a luxury consumption report from LuxHub. They say people pick it up online and buy it in a physical store.

Nowadays, e-commerce is overflowing, but the luxury industry is still selling under line as big head, but it is not that they do not push e-commerce platform, but people prefer the entity shop.

Globally, 82% of consumers still buy luxury goods online, only 16% of them are willing to buy online, and 2% choose trustees.

Buying channel

Although the price of online shopping will be favorable, there is no need to rush to choose.

But people still prefer to go to the physical store to buy. 89% of the people say they value the consumption experience in the physical store, probably like this: "Oh, this handmade touch! Oh, this honorable feeling!"

Although not buying online, more than 40% of the world's consumer decisions are influenced by online advertising and public opinion.

78% of Chinese consumers clearly know what to take home before they enter the store.

LuxHub investigates the factors that influence purchase decisions. The top six are: store experience (61.3%), window display (60.8%), official website information (54.7%), friends and grass planting (52.1%), search engine (45.8%), fashion blogger or fashion news (43.5%).

In China, information on social networks also has many references.

The process is generally looking at the official website to see the ads and look at the post planting grass. On the insurance side, take a look at the posts and extract some of them, and finally go to the shop to check the order.

Factors influencing purchase decisions

The reason why people choose a famous luxury brand is mainly quality assurance (47%), but consumers feel quite reliable about the name.

The influence of identification is only 26%.

On this point, the promotion of the brand to its own image is not as good as the net red effect in China. For example, Hermes is Jocie Guo's bag, and Chanel little black bag is a must for net red.

In addition, 32% of consumers will choose some luxury brands in order to "look" fashionable.

All consumers are very concerned about fashion trends, hoping to get their own age, identity and taste of "classic" or "season must lose" recommendation.

Chinese people will also pay special attention to brand stories. "Hundred years of inheritance and creation of classics" and so on are very prick points. It is best to match the originator's apprenticeship from a genius apprentice to an entrepreneur who is not understood. Finally, it will make people feel that what I consume is not commodity, but also the feeling of history.

LuxHub is the strategic advisor team of Havas, a media group. They surveyed 6400 people in this report.

Consumers are involved in four countries and 25 luxury brands in Europe and America, the Middle East and China.