"2016 White Paper On Luxury Consumption Online" Released

China's luxury goods service platform Temple library and Tencent and McKinsey released the 2016 white paper on China's luxury online consumption in Shanghai (hereinafter referred to as the white paper).

The white paper has more than 80 pages, which are divided into three chapters. They are followed by data sources and research methods, luxury online consumer crowd portraits, and luxury online consumption analysis reports. Among them, the third chapter is divided into three sections: luxury online consumption status overview, luxury network consumption path analysis, bag / clothing / wrist watch category thematic report.

According to the white paper, the global data for luxury consumption online is blank.

Brands need to rely on reliable, accurate data as their basis for new channel development and advertising promotion, so as to reduce the cost and obstacles of "electric shock".

The white paper, which has accumulated 8 years of luxury consumption data, has been published. It hopes to clarify the context of online sales, marketing and marketing of luxury goods through the analysis of accumulated data over the years.

The following is a part of the paper based on the white paper.

6.8% of China's online consumer groups involve luxury consumption.

The first tier cities maintain a larger actual consumption capacity, and the potential consumption demand of the two or three tier cities is exuberant.

Luxury online consumer city level crowd ratio data: 19% of the luxury online consumer groups from the first tier cities, 26% from second tier cities, 55% from three line cities 55%; first tier cities luxury luxury customers accounted for 12% of the total, second tier cities accounted for 25% of the group of customers, three cities accounted for 63%.

The sneak crowd refers to people who are interested in the content of luxury related topics on the Internet.

Women account for 53% of luxury online consumers.

In terms of education level, the proportion of junior middle school students and below education students is 12%, high school education accounts for 22%, accounting for 66% of college degree or above.

The age composition of luxury online consumers is 26-35, 45.8%, 18-25, 26.4%, 36-45, 14.6%.

Luxury online consumers focus on entertainment, finance, automobile and homeowners.

These 70 and post-80s families, apart from watching entertainment news, pay special attention to financial news.

Despite the diversified characteristics of luxury online consumers, we can still clearly see the following characteristics of group differentiation from other groups based on the massive accumulation of data from Tencent and temple libraries and relying on the technical means of big data.

Basic attributes: female 60%, high education, post-80s, high income and high consumption;

Consumption level of luxury goods: average consumption level of luxury goods is about 3000 yuan.

Consumer concerns: outbound travel, hotel accommodation, high-end cars, emigration abroad;

(attention) information platform: entertainment, finance, automobile, real estate;

(attention) video platform: TV drama, variety, comedy, music, life, automobile;

Social preferences: music, photography, pets, fitness.

In 2015, the luxury consumer market in mainland China showed a negative growth of 2%.

By contrast, the number of consumers in Temple library increased from 89% to 2015, up by 187% compared with the same period last year. The number of orders increased by 187% over the same period.

More and more Chinese consumers choose to buy luxury goods on luxury websites, and Internet consumption is undoubtedly.

The new growth point of luxury market.

Young upstart is the main force of luxury online consumption.

The rising middle class of the younger generation has become the main force of China's luxury online consumption. The average age of temple users is 30, mainly between 28 and 37 years old.

They are 10 years younger than European luxury consumers, and 15 years younger than the average age of luxury consumers in the US.

Other regions outside the core cities are the new continent with unlimited potential.

Looking back at the geographical distribution of temple users in the past 1 years, we found that other cities besides Beijing, Shanghai, Guangzhou and Shenzhen also showed strong consumption power.

Compared with the diversification of luxury shopping channels in core cities, the Internet is the best choice for consumers in other cities.

Data show that the total number of orders and consumption in the top 20 cities, the first Beijing, followed by Shanghai, Chengdu, Shenzhen, Chongqing, Guangzhou, Wuhan, Xi'an, Hangzhou, Tianjin, Tianjin, Tianjin, convergence, and so on.

Among the top 10 cities with the highest per capita consumption of online luxury goods, the first place is Yili Kazakh Autonomous Prefecture of Xinjiang, followed by Xinjiang five family canal, Xinjiang Aletai, Qinghai Hainan Hainan Autonomous Prefecture, Guangxi white, Pingxiang, kazir Kirkiz Autonomous Prefecture, Liuzhou, Qinghai province Haibei Tibetan Autonomous Prefecture, Guilin.

Through tracing the consumption behavior data of luxury goods, as well as the deep qualitative insight made by the temple library to users, the network consumption path deduced from the survey covers three levels: information, attitude and behavior.

But compared with offline retail, online consumption has two core characteristics.

First, on the information level, browsing is not only passive exposure, but also active search; secondly, the "shopping cart" link, to a large extent, makes the brand owner enter the "attitude level", has data control, and sets an important bridge between the gap between the information layer and the behavior layer.

Based on these two points, the unique "search marketing" and "shopping cart marketing" are the two major knowledge systems that need to be supplemented by the traditional brand in the era of Internet consumption.

According to the analysis, the three most important entries of luxury online consumption are search, navigation and layout.

Besides, the effects of ICON, primary coke, recommendation, extravagance and so on are distributed more evenly.

It is worth noting that the proportion of users using navigation on the promotion day has increased, while the proportion of users using search has declined.

It can be seen that the purchase behavior of promotion day is more easily influenced by the entry content.

Online promotion significantly increased browsing.

During the promotion period, the average daily browsing volume increased by 26% compared with the normal day, while the promotion day's browsing volume wanted to increase to 178% on weekdays.

Bags, clothing and shoes are three of the most sought after promotions.

Watches are also one of the most popular consumers' concerns.

Plus shopping cart, leading in October.

9% of the products that are viewed will be added to the shopping cart.

The average user adds 4.34 times a month to the shopping cart, and the peak of shopping in the shopping cart appears in October.

In addition, online promotions twice a year will also bring a small increase in the month.

It is worth thinking about promoting the "car".

8% of the shopping cart will eventually be purchased.

The highest proportion of liquor purchase was reached (38%), followed by artwork (21%), lifestyle (20%) and beauty makeup (17%).

The proportion of watches (3%) and bags (3%) from shopping cart to final order is significantly lower.

There is no difference in the amount of the first single consumption between men and women.

The first cost for consumers is between 1000 yuan and 6000 yuan.

Watches and artworks are the only ones that cost the most.

The first cost of beauty and lifestyle is low.

In contrast, in addition to works of art, men and women in the category of the first single consumption difference is very small, male children in online consumption, most of the cost of the category is not careful.

The second online shopping is very important.

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Of the first consumers to purchase, 30% will make second purchases, while 45% of the second consumers will make third purchases.

From the first purchase to the second purchase, the average interval is 40 days, from second to third times, with an average interval of 36 days.

The fourth quarter is the peak of online shopping luxury.

From the first quarter to the fourth quarter, the consumption of monastery users increased in proportion, which reached 29% in the fourth quarter, which is closely related to the overall seasonal character of the luxury goods industry and the coming of the new year, but it also has a certain relationship with the rapid and rapid growth of the platform.

The peak hours of online shopping luxury items are 10 a.m. and 10 p. m., and there is no obvious difference between working days and weekends.

The average annual consumption frequency of luxury goods is 3.97 times.

From the specific consumption trend chart, in addition to the promotion month, the average monthly consumption frequency is stable between 1.5 and 2, while the average frequency of consumption can reach 2 to 3.3 times during the promotion period.

Note: Temple library was established in 2008.

The service platform has accumulated 15 million high net worth registered members, with an average price of more than 4000 yuan, and cooperation with more than 3000 luxury brands. It involves not only traditional commodities such as clothing, bags, shoes, etc., but also on luxury cars, private aircraft, high-end travel and so on.

For more information, please pay attention to the world clothing shoes and hats net report.