Luxury Custom Service Internet Project Has Become The Biggest Bright Spot Of Business In 2015.

The Chinese bought about 46% of the world's luxury goods in 2015, and the consumption of luxury goods reached US $100 billion.

Luxury Quality Research Institute, Institute of wealth quality, 24

China's luxury goods report released in 2015 shows that the global luxury consumption of Chinese consumers will reach 116 billion 800 million US dollars, an increase of 9% over the same period last year, accounting for the change in exchange rate, which is 100 billion yuan more than that in 2014.

However, it is embarrassing that overseas consumption can still be further strengthened. Chinese luxury goods consumption in 2015 will reach 91 billion US dollars, an increase of over 12% over the same period last year, that is, 78% of Chinese consumers' luxury consumption takes place overseas, and the situation of consumption outflow is still serious.

The industry believes that this is mainly due to the fact that Chinese consumers believe that overseas luxury goods are in full range, while domestic luxury goods are too expensive and the quality is not guaranteed.

In the past, global luxury brands continued to operate in China's "horse race enclosure", which is located in the core business circle of China's first and second tier cities.

Now, their days are no longer better.

Not long ago,

The first store in Guangzhou has been closed, and luxury stores are becoming more and more popular.

Research shows that in 2015, 83% of luxury brands had various forms of customs clearance in China.

It is predicted that luxury stores will become more popular in 2016. It is expected that more than 95% of luxury brands will strategically close some stores in 2016, and further strengthen the existing store pformation, establish a large experience and service center instead of existing stores, and realize the luxury retail O2O is the inevitable choice for all brands in the future. At the same time, more brands will strive to realize customized service for one-stop lifestyle of customers and gradually upgrade the industry from C2B to C2B.

In the luxury market, another phenomenon is particularly prominent in 2015, that is, the luxury custom service internet project has become the biggest bright spot of business in 2015.

The customization business developed rapidly in 2015. At present, the proportion of customized business in the entire luxury industry has reached 20%, and 86% of luxury brands have launched different forms of customized services.

In 2015, a total of more than 400 Internet platform projects with various types of customized services were listed on a small scale.

It is predicted that large Internet platforms such as Tmall and Jingdong will enter the field of customization in 2016. The accumulation of upstream and downstream resources, especially the accumulation of customer resources, will enable these Internet platform companies to become the real leading role in the field of customized services in the future.

Although custom Internet projects are springing up, luxury goods in China.

After a large amount of financing in 2015, the days were tough.

The research on high net worth population shows that only 4% of Chinese consumers are willing to choose local luxury electric providers. The willingness to choose luxury brands and foreign luxury goods providers is 44% and 27% respectively.

Zhou Ting believes that the intermediation of luxury circulation is an inevitable trend. In the end, online retailing of luxury goods can only be done by luxury brands, either by selling the official website itself or by selling them on the platform.