Burberry Uses Social Media Marketing Skills To Get Full Marks.

According to the latest data, luxury electric business accounts for 7% of the global personal luxury business, but the ratio is expected to rise to 12% by 2020.

The study found that the United States and the United Kingdom are the most developed countries in the development of luxury electric business. Over 2/3 of luxury buyers said that the last time they bought luxury goods was through.

Complete, or first understand the product online, and then buy it offline.

For luxury brands, digitalization does not just mean opening online shopping services.

The conclusion comes from the BCG of Boston Consulting Group, called "digitization or death: the choice of luxury brands". BCG interviewed ten thousand consumers and many digital executives in the luxury goods industry. The results show that the luxury industry is far behind consumers in the understanding and application of digital technology.

Providing more opportunities for brands, such as providing customized services for more consumers, will help brands acquire more new customers and provide convenience for consumers who do not yet have stores.

Although the millennial generation will pay more attention to the shopping experience than the product itself, 80% of the surveyed millennial consumers prefer to buy luxury goods online.

The research project cites Apple Watch, which is co operated by Hermes and Apple Corp, as an example of a new partnership in the digital age; Birchbox opens new luxury business models through subscription services; Net-a-porter is also developing into a global luxury online retailer.

British luxury brand Burberry is the most luxurious brand that knows how to use social media marketing. Sax's Fifth Avenue boutique and LV brand interact with consumers at the digital end.

BCG also found that the sales performance of 60% of luxury brands will be affected by the degree of brand digitalization, which means that most consumers will know the brand and product through online before deciding to buy luxury goods.

The luxury business development of luxury goods in Italy and France is the most immature. According to the survey, only 31% of the French consumers will know the luxury goods online before buying them online, which is 47% in the US and Brazil, and 46% in Japan.

BCG Olivier Abtan, general manager of Paris office, said

Brand new sales trend, digital tools, digital technology and consumer satisfaction with brand e-commerce services will continue to force the brand to be more consumer oriented.

The millennial generation of consumers is a very important group in shopping behavior. Apart from grading their products online, 60% of the millennials will also comment on products and shopping services online. Even in a physical store, the 45% millennial generation will check the price of their products through their handsets, and 43% will search for promotional information online.

It is worth noting that older consumers in Japan and Russia are more likely to use e-commerce to buy luxury goods.

BCG pointed out that consumers expect the brand to develop in a two-way way, that is to say, while developing the electricity supplier, we should also maintain the development of the physical store, because consumers expect to interact with the brand, but not just depend on the marketing of the brand to get the interaction.

BCG believes that brands must meet the needs of consumers, interact more with consumers, and strive to coordinate the overall customer experience.