Online Shopping Offline Service Luxury Brand Also Play "Double Line"

Miss Wu is at the weekend shopping.

Louis Vuitton stood for a long time in front of the window, all kinds of handbags, windbreaker, high heeled shoes were all she longed for.

She hesitant and embarrassed to enter the shop.

Just in WeChat's circle of friends, Miss Wu also received information push from Louis Vuitton brand, which attracted her attention.

"I was also a potential customer of luxury goods!" Miss Wu gave the advertisement with satisfaction.

Within a day, many of Miss Wu's friends gave praise to the ad. I believe the Louis Vuitton brand is also gratified. The online social network of young consumers who are not connected to the 23-37 year old pursuit of exquisite life is still attracted by them. They seem to have seen their presence in China.

And the hope of social networking...

According to the world clothing and shoe net, recently, the China Electronic Commerce Research Center also released the "2017 China luxury electric business development report" (hereinafter referred to as the "report").

The report shows that China has become the first consumer market for luxury goods, and China's luxury electric business is developing steadily. On the big business platforms and social networks, the 23-37 year old young people are the main force of consumption.

Social networking, luxury brands embracing Digitalization

China's luxury market is 100 billion.

After seeing the luxury brand advertisements in the circle of friends, Miss Wu also has "new discoveries" in WeChat: the luxury brand Celine, which has always been very cold, has launched the public number and has launched a small program.

In November 14th, the Celine, a luxury brand that resisted the Internet, made this move, which is a new turning point for the brand, because the brand once claimed to be overexposed on the Internet, or to get goods easily on the Internet, would make its brand cheap.

In fact, this year, Dior, Burberry, Longchamp and other luxury brands have entered small procedures, which is no longer a novelty.

Yu Simin, assistant analyst at the online retail department of China Electronic Commerce Research Center, said that under the background of consumption upgrading, more Chinese consumers are willing to spend a certain amount of money to buy high priced luxury goods, but consumers in some 234 line cities have no access to it. Luxury brands can better promote their brands by using social platforms, so that more Chinese consumers in two or three line cities can understand and buy luxury goods.

The major luxury brands have been stationed in China's e-commerce platform, opening the WeChat public number, and what is the online Mini program? The big data in the report tells us: the huge Chinese luxury consumer market has made the luxury goods big eyed.

According to the report, the scale of China's luxury goods market reached 120 billion yuan in 2016, an increase of 6% compared to 113 billion yuan in 2015.

From the perspective of consumption, China is already the world's largest consumer of luxury goods. Chinese consumers have gradually recognized and accepted luxury goods, and their consumption demand is also increasing.

Great potential.

23-37 year old young people like to buy luxury goods.

Online shopping offline service luxury brand also play "double line"

As Miss Wu has learned, luxury brands also experience changes in the market: consumption is becoming younger, stores are too few, and consumption ideas are changing.

Therefore, the report points out the development trend of China's luxury industry: to cater to the changing tastes of young people with new designs and new marketing methods; to set off a "Customs shop tide", to reduce the number of stores while carrying out the pformation of existing stores, to attract consumers by large stores and flagship stores; and more importantly, luxury brands to collectively test water suppliers.

For example, during the double 11 period, the international list of tigers is selling more than one month last year on an e-commerce platform.

After understanding the WeChat public number, Miss Wu also visited some luxury brand online shops on Tmall, Jingdong and other e-commerce platforms.

Nowadays, more and more young consumers enter the online flagship store.

According to the monitoring data of the China Electronic Commerce Research Center, the scale of China's luxury goods business market reached 57 billion 350 million yuan in 2016, an increase of 80.2% compared with 46 billion 500 million yuan in 2015.

In September 22nd of this year, the luxury goods business Temple library was listed on the Nasdaq, which also shows that the luxury electric business is booming.

In the end, Miss Wu bought a Furla brand watch on Tmall platform, because the watches on the same line now play 22% off, and enjoy the interest free installments.

According to statistics, 2016-2017 years luxury consumers mainly concentrated in the age of 23-37.

But Yu Simin said, at present, luxury goods providers in order to seize the user traffic, mostly in the form of promotion, flash purchase, discount, etc., pay attention to price war, discount too much, easy to depreciate the value of the luxury brand itself.

More interesting reports, please pay attention to the world clothing shoes and hats net.