Luxury Into The Electricity Supplier Era, Is It Easy To Pform The Road?

In recent years, online sales of luxury goods have developed rapidly, and the development of luxury goods business has become the trend of the industry.

The latest statistics show that in 2016, the scale of China's electricity supplier market exceeded 10 trillion yuan, ranking first in the world, and the amount of consumption was much higher than that of any other country.

In recent years, the world clothing and shoe net has learned that foreign luxury brands are targeting Chinese luxury goods.

The world's largest luxury goods group LVMH has been launched in June this year, officially launched its own large business platform, in addition to all brands on the line, it will also introduce other luxury brands.

The industry speculated that this will, to a certain extent, create pressure on domestic vertical luxury electric providers.

In fact, China's vertical luxury electric business has developed before 2011. In 2012, the industry entered the expansion shuffle period. From 2014 to 2015, the competition of luxury electric business market has already become intense, and the profit space is narrow. Thus, the electric providers such as respect network, product convergence network, Jiapin net and hoha network have been closed down.

Nowadays, the vertical luxury electric providers such as temple library network, Fifth Avenue, Xiu Xiu net and Shang pin net rely on capital financing to take root in the Chinese luxury market, and have joined the queue to grab market share.

But it is worth mentioning that these vertical luxury electric providers, though relying on capital financing, have taken root in China's luxury market, but have not achieved strong development.

Compared with the international electricity supplier platform, insiders pointed out that the current situation of China's luxury electric business market, such as counterfeit goods being abused and the supply of goods mixed up, is not uncommon, and the market development is not yet mature.

How to get trust is the most important problem for electric providers to break through the dilemma.

On the one hand, we must get consumers' trust in the authenticity of goods, and on the other hand we must get the trust of the luxury brands.

The drawbacks of the domestic vertical luxury business operators are highlighted, prompting luxury electric providers to embark on the road of pformation.

After taking all the experience of purchasing, self-supporting, and domestic dealer cooperation, Xiu Xiu network discovered that these roads were out of order, and boldly tried a new mode to bring overseas famous stores to China.

Xiu Xiu net believes that overseas offline stores can be called "ground winners", and directly cooperate with the "ground winners" to synchronize the goods of the other side to the show net and get 5 to 30 percent off of the purchase price.

Such a price advantage makes the price of commodities in the show network 80% lower than the retail price in Hongkong, and 65% lower than the retail price in Europe and the United States.

For a long time, luxury brands have always been a state of exclusion for Chinese e-commerce, but in the past year, the trend of its embrace of electricity providers has become increasingly evident.

In addition to the change in consumer shopping patterns, another important reason is that online channels are also important marketing channels for brands. Consumers can understand all the details of products in detail through the channels of e-commerce, even if they do not consume through online channels, they can also promote or convert to offline consumption.

It can be said that the current type of electricity supplier suitable for China's luxury electric business market environment should be a luxury e-commerce platform with service attributes.

This electronic business platform focuses on online customization and service satisfaction.

Offline shop products display is limited, online channels can expand indefinitely, consumers get consumer information online, and then realize consumer demand online.

Online does not affect the line, at the same time, it can achieve the online diversion to enhance the sales of single stores. This is the ideal solution for the luxury electric business to achieve positive development.

Online and offline is a major trend of luxury electric business in the future.

Recently, Ferragamo and the temple library have launched cooperation. The important reason for this cooperation is that the two sides plan to open up the online and offline sectors, so that the high-end crowd on line and offline can be circulated.

That is, consumers consume Ferragamo products on the temple library online. They can pay online, pick up, try and even enjoy the brand's after sales service at Ferragamo's offline stores.

As a result, consumers have gained trust in online shopping, and also contributed to the publicity of Ferragamo brand.

You can kill two birds with one stone.

In the field of consumption, there is a "10 thousand dollar" index, that is, per capita GDP exceeds US $10 thousand, and its consumption pattern will undergo a significant change.

Data from the National Bureau of statistics show that the per capita GDP of Beijing, Shanghai, Guangdong, Jiangsu and other 9 places exceeded 10 thousand US dollars in 2016.

Boutique

After nearly 10 years of brand education and wealth growth, luxury consumers have long been separated from the simple product consumption. They set products, culture, tourism and entertainment consumption together. Luxury electric business and the future will not win by price. The consumer industry is no longer an era of pursuit of fast and good province.

Luxury electric providers can only get consumers' favor only by their excellent service and experience.

Although domestic e-commerce is seeking new changes to maximize the trust of consumers, a survey shows that the main force of Chinese consumers to buy luxury goods through e-commerce channels is still young, 41% of the users will not buy luxury goods from the Internet, 38% of the users are willing to try, only less than 1% of the people have expressed high trust in online shopping.

Many people in the industry are not optimistic about the cooperation between luxury goods and e-commerce.

Although Miss Zhang is a post-90s group, it is still unacceptable for the Internet to buy luxury goods. "Buying tens of thousands of dollars online is unthinkable."

According to the survey, the conversion rate was 10.8%, followed by Armani cowboy, COACH and other parity brands.

The conversion rate of high-end luxury brands is around 4%, and higher unit price means more thinking.

McKinsey, a consultancy, released a report in 2016 that the share of online sales of the luxury goods industry will increase from 3% in 2010 to 12% in 2020. NoAgency, a luxury goods and clothing retailer research consultancy, predicted that the online sales of luxury goods industry could only reach 8% in 2020, while the share of the channel in 2012 was 2%.

For the luxury market, after all, it is a high consumer group.

According to the survey of 3726 high net worth consumers by the Fortune Research Institute, luxury core consumers who spend more than ten million yuan in Chinese assets spend 1.7 times of their mobile APP on average than ordinary people, mainly for business and social activities, but shopping and lifestyle attempts have gradually become a trend.

In the next 5 years, China will surpass the United States and become the world's largest luxury market, according to market research firm Ou Rui International.

At the same time, luxury online sales will continue to flourish. Online platforms are seen as the key battleground for major luxury groups in the next 5 years.

Data show that global luxury online sales increased by 9% in 2016.

Zhou Ting, President of the Institute of wealth and quality, believes that in 2017, luxury sales entered the era of digital business. E-commerce and services will be

The two main directions of digital marketing.

The white paper on Chinese luxury online consumption released by Tencent, a luxury goods business Temple library, also shows that although online luxury sales are not high (less than 10%), online consumption is a new growth point. Luxury brands embrace electric business as an inevitable trend, and brands need to choose their own methods to try.

The cost of self operated e-commerce platform is relatively high, which is suitable for large group and multi brand companies with their own traffic volume. If vertical electricity providers are chosen, they should consider factors such as unified pricing and high net value of users.

The survey also found that the core consumer group of Chinese luxury goods is 10 years younger than other parts of the world, and the male is relatively large and the price sensitivity is not high. Therefore, high-quality luxury brands can enter the electricity supplier in full price, and at least the risk of trying in China is relatively small.

According to the statistics of the National Bureau of statistics, China's GDP recorded the highest growth rate of 6.9% in the six quarter of 2017. This data will also promote the steady development of the consumer market, coupled with the volatile international situation and strong dollar. The Chinese luxury market is expected to continue to grow in 2017.

Therefore, in the luxury industry to embrace the new trend of electricity providers, China's luxury goods business will face an important 3 years, the first Chinese listed luxury electric business may soon be on the surface.

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