Why Are Luxury Products Younger?

The brand is becoming more and more young.

Officially launched WeChat small program, with "self publicity" and gift cards to purchase two functions.

"Self declaration function" encourages users to upload photos and generate dynamic expressions by adding Gucci totems.

In recent years, Gucci has gradually restored its leading position in the luxury goods industry in Italy. Now it has become the most digitalized luxury brand, and has successfully guided the trend of the industry in capturing the younger generation.

Small program is not only the potential platform for online marketing, but also the potential of developing e-commerce.

Especially with the increasing popularity of WeChat payment, its convenience and

Share is rising.

With the gradual maturity of WeChat payment and the payment function of small programs, the public number can be associated with the development of small programs, adding new entries to entities business operators, and further promoting the digitalization process of brands.

Why are luxury products becoming younger? Nearly half of China's luxury consumers are under 30.

The luxury electronics business platform Temple library joint Tencent and DDT released the annual "2017 China luxury online consumer white paper". In order to ensure data reliability, the report gave a detailed introduction to the data sources. On the one hand, the data came from about 15000000 registered members of the temple library. On the other hand, in the research report, Tencent also carried out the docking of users' IDFA and IMEI devices, making the consumer access clear at a glance, and made accurate portrait of 15 million users of temple library.

China's luxury consumption is warming up, and will grow steadily in the future.

In 2016, China's luxury goods sales ranked second in the world, second only to the United States, with a total sales volume of 498 billion 300 million yuan, accounting for 21% of global luxury goods sales.

After a sustained decline from 2013 to 2015, the luxury market returned to growth, and luxury goods sales increased by 8.4% over the previous year.

China's luxury market is expected to enter a stage of steady and moderate growth with the growth of China's consumer family income, the adjustment of luxury brands to the price gap at home and abroad, and the fading of policy implications.

In 2017, the spread of luxury goods in China has dropped significantly.

From the policy point of view, the government's related policies have also stimulated the growth of luxury consumption in China. Taking import tariffs as an example, in 2015 and 2016, the government introduced many policies to reduce import tariffs on clothing, shoes, hats, cosmetics and daily necessities, and to a certain extent, played a positive role in the consumption of luxury goods.

The millennial generation has become the main force of luxury consumption in China.

Internationally, there is a special intergenerational term "millennial generation" (1984-2000 born), English is Millennials, synonym Y generation refers to the generation who was born in twentieth Century and reached the age of adulthood in twenty-first Century (2000).

The age of luxury online consumers is 50% at 25-35, of which nearly 30% are young people aged 25-30.

Another 15% younger, only 18-24 years old, and 18-30 years old, the proportion of this age group is increasing, which means that the generation born after 90 has gradually become a new force in market consumption.

Minority brands, tide brand is the new mainstream of consumers.

In terms of brand orientation, Chinese consumers are stepping up efforts to buy minority brands rather than brand names because they are seeking more personalized and less mainstream experiences.

For example, with the trend of street clothing becoming mainstream, more and more young people are embracing and becoming fans of brands, such as Supreme and Vetements.

The habit of buying luxury goods: do homework online, buy online.

The report points out that although most consumers still buy in physical stores at present, the more interesting thing is that they go to stores not to enjoy shopping experience, but mainly to touch and feel products in the field.

In most cases, consumers have done related homework online before they go offline. They just want to get links that cannot be realized online.

That is to say, for consumers, online and offline is not the two channel of opposites, but is the two link for them to achieve the complete shopping process.

But on the other hand, it also shows that the luxury stores do not do well in providing experience.

The motivation to buy luxury goods has changed.

The demand for personalized customization is also increasing.

According to the white paper survey, 40.6% of luxury goods consumers are absolutely willing to experience personalized customization, and only 20.8% of them are unwilling.

Besides, the reason that mainstream consumer groups are buying luxury goods is becoming more personalized. The purpose of showing off is already in the end, and the reasons for "better for themselves" and "higher quality of luxury goods" have become the main motivation.

Young people's attitude towards luxury goods has turned from the upward view to the same level.

Luxury consumers are highly educated.

Among them, over 67% of undergraduate degrees, a slight increase over previous years.

This is also related to highly educated men who have more high-end business needs.

Luxury consumers are mainly married people and maternal and infant groups, and their interests cover extreme sports, tourism immigrant and overseas education.

People who buy luxury goods are women? Wrong, high income men account for 51%.

What's surprising is that, unlike our traditional cognition, the main crowd who buys luxury goods is mainly male and highly educated, with a male ratio of 51%.

This is mainly due to the commercial demand of high-end men, which surpasses the needs of women for more "beauty".

In these consumer groups, the consumption power of single dogs is the weakest, and mothers are best at cutting their hands.

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Luxury goods to buy the top three core cities: Beijing, Guangdong, Sichuan

From the geographical coordinates, the consumption of the core cities and key cities accounted for 50%, while Beijing, Guangdong and Sichuan ranked the top three, and 22% of them gathered. Among them, Beijing accounted for 10%, ranking first in the country, followed by Guangdong, accounting for 9%.

Surprisingly, Sichuan's luxury online consumer accounts for 8.8%, which is more than 8.5% of Shanghai, ranking third in the country.

I didn't expect Sichuan to be a high-end crowd crouching tiger, hidden dragon, and Shanghai.

In WeChat's application, they prefer to use online ticketing, constellation and cuisine services.

The report shows that luxury consumers in WeChat applications especially prefer online ticketing, constellation and food services. In terms of entertainment and entertainment, these groups are different from others. They pay more attention to antiques, TV dramas and cultural arts.

At present, about 35% of consumers choose to buy luxury goods online, but almost 100% say they will further increase the number or amount of online purchases in the future.

Luxury brands involving electricity providers are the trend of the times. Since 2016, more and more luxury brands have embarked on the road of luxury electric business, trying to link digital marketing and sales to form a closed loop with higher conversion rate, and the depth and breadth of pformation have also been significantly improved.

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