What Is The Abacus Of Luxury Goods?

This year, these two brands are still coming back from the overall poor performance of the luxury goods market, and Tmall's leading edge.

Benefiting from the rapid popularization of smart phones in China,

In the past two years, there has been a blowout growth.

The "double eleven" has just been used. This man-made Shopping Festival, created by Ma Yun, dubbed "the man behind millions of women," has been less than 12 hours since November 11th. The turnover has surpassed the record of 57 billion 100 million double eleven last year, and its final sales reached a new high of 91 billion 200 million, of which 71.61% of mobile terminals accounted for 71.61%.

Double eleven last year, the mobile terminal accounted for 42.6% of the total turnover.

China's other big platform, Jingdong, has not published specific data, but according to speculators, sales are estimated at least 40 billion of the total of five - year double - 11.

Although the luxury brands mentioned above have not been involved in the carnival, the strong purchasing power of the eleven Chinese consumers will see new hope for the luxury brands now in deep mire.

In fact, not just China, the global electricity market is also booming.

In the report of the Institute of wealth research, Chinese luxury goods consumption reached 116 billion 800 million U.S. dollars, an increase of 9% over the same period last year, accounting for about about 740000000000 yuan at current exchange rate. Due to the depreciation of RMB, the figure increased by 100 billion people in 2014, and Chinese consumers are still the biggest buyers in the global luxury market.

The current era of blowout growth is estimated to be unimaginable at the end of 2011 in Coach.

In that year, 70th anniversary of Coach will be established in China, and sales will continue to grow by two digits. It will open 30 stores in one year.

Coach has become the first "eating crab" brand of luxury electric business in China.

In 2011, Tmall was dominated by domestic brands. The arrival of Coach surprised the industry by closing the flagship store in central Hongkong in August this year.

But what the public did not expect was that coach would be closed after a month's opening.

Later, it explained that the platform only set a one month operation period, but the voice of "aborting" caused by the poor sales volume was spread by the media.

But then Tmall didn't stop for the expansion of foreign luxury brands, especially in the past.

Strong cosmetic brands such as Estee Lauder, CLARINS and so on.

In 2014, another luxury giant Burberry entered Tmall, becoming another big event in the electricity supplier industry.

Almost the same strategy as offline stores: no promotions, no discount.

Unlike the common online brands, all kinds of activities are promoted, resulting in Waterloo's sales performance. Only 132 products are sold on the 18 day, and less than 10 items are sold in a day. However, the big surprise is not yet finished. 32 of them are subject to unconditional return from customers. The return rate is 26.4%, far higher than that of Tmall.

Reporters from the Tmall page sales data show that: Coach opened from September 4th this year to the deadline, a total of 473 products sold, monthly sales of 236, while Tmall search "Coach" ranked first is the "guest adjacent to the official flagship store" sales value of 1588 yuan, "Cox Chi Leather Shoulder Bag handbag dumplings", the monthly turnover reached 642 strokes, according to the page shows the source of goods for the purchase of the United States Oteri J.

Burberry cancelled sales figures.

This sales performance is in the expectation of Zhou Ting. "In the past two years, all luxury brands and luxury brand groups are in the period of information system construction and initial test of water business, so there is no real feedback from the market."

Zhou Ting said.