10 Yuan Can Rent Prada! Can The Shared Luxury Mode Lead The New Consumption Boom?

From sharing bicycles to sharing charging treasure, the "China mode" of sharing the economy is leading the world trend.

Now, the prevalence of shared economy has found a smarter and cheaper access threshold for young consumers.

Luxury brands also have their own wishful thinking.

Luxury has made Chinese fascinated and emptied their wallets.

Buying 1/3 of the world's luxuries is not enough. They also want to keep up with the trend and change frequently.

Tina, a bank clerk, experienced a shared luxury App on the recommendation of a friend the other day, and tried out Bali's motorcycle bag.

The retail price of the new product is 9000 yuan at the exclusive store. She spends 40 yuan for 5 days, plus 70 yuan for the Shanghai and Shanghai package.

The rent (40 yuan) and express delivery (70 yuan) are deducted from the new user who enjoy the 50 yuan deduction of the integral discount. Finally, they only need to pay 60 yuan.

Of course, a deposit must be given.

The price is 9000 yuan, the deduction is 3000 yuan, and Tina pays 6060 yuan.

6000 yuan deposit is returned on schedule.

Tina told the first financial reporter that the size and style of the bag had not been used. After using it, the experience was pretty good and might be bought later.

From sharing bicycles to sharing charging treasure, the "China mode" of sharing the economy is leading the world trend.

Now, the prevalence of shared economy has found a smarter and cheaper access threshold for young consumers.

The potential of luxury consumption in China is amazing.

Now, on some popular shared luxury App platforms, you can rent different brand packages every day for a few yuan, and from Chanel (Chanel) to Prada (Prada), almost all the styles on the market are covered.

This is very attractive for new people in the workplace: no need to spend a lot of money, it can meet the freshness of different kinds of big bags every week. The only thing they need to pay is a deposit ranging from several thousand to tens of thousands of dollars.

In addition, some platforms have begun to support sesame credit and other credit reporting systems to provide users with no deposit service.

As for the shared luxury App itself, Tina believes that the user experience of software is particularly important.

For example, whether the interface is succinct, whether the layout is reasonable, whether the core function is perfect, whether the integral system is useful, and whether the service is closely attached to the line, the details are very particular.

Of course, the most anticipated product is follow-up content and community play.

She said.

Users who use this type of App usually enjoy their own user experience in exchange for more points to offset the next rent.

They can also upload and upload their large idle wallet or handbag to other users.

It is worth mentioning that, in order to prevent counterfeit and imitation products from being mixed up, these shared luxury platforms generally have a very strict identification system.

A recent report by Boston consulting firm shows that China shares not only a large number of economic consumers, but also more time spent on mobile devices and more App per capita.

Chinese people's willingness to share is stimulated by the impact of mobile payment, bringing a strong demand for shared economy.

At the same time, with the change of people's consumption concept, the circular economy can also be accepted.

Wang Gang, a drop in investor, recently said in an interview with the first financial reporter: "the essence of sharing the economy is to build new platforms and channels by using the differentiated experience and cost advantages brought by the" idle supply "of the long tail.

To put it plainly, it is to find new suppliers to challenge the original strong channels and platforms.

The core here is differentiated supply.

The 2017 China luxury goods report shows that in 2016, 7 million 600 thousand Chinese households bought luxury goods.

Chinese consumers spend more than 500 billion yuan on luxury goods annually, which is equivalent to 1/3 of the world's luxury goods being bought by Chinese people.

Luxury consumption is rising rapidly, coupled with the usual psychological comparisons among consumers, pushing up the whole high-end consumer sector.

But luxury goods are limited after all, and there is a certain trend of change. It is a pity to put it on the shelf.

The idea of sharing luxury goods has successfully entered the market.

Mr. Lee, who shares in the electricity supplier, told reporters: "usually the unit price of luxury goods is relatively high, and the deposit is a relatively large threshold for most consumers.

But this is also a business mode of this kind of electricity supplier. "

Although China has great potential to share luxury goods market, there is no single largest platform enterprise yet.

This also makes capital layout start to create the next "unicorn" in the field of sharing luxury goods.

For example, the middle and high end idle goods sharing platform, "heart", won the $50 million C round financing from GGV and happy capital at the beginning of this year.

According to the first financial reporter, last year, the Chinese luxury goods business enterprise Temple library on NASDAQ is also splitting its shared luxury platform try try.

Ji Yuan capital investment manager Tang Chuanye told the first financial reporter: "along with the emergence of the concept of circular economy, we believe that there are many new ways to play in the high-end consumer market. There are B2C, C2C, and WeChat ecology. This track is attractive for investors."

But Tang Chuanye said China's shared luxury market is just beginning.

The development mode of second-hand luxury market in Japan and Hongkong is worth learning from Chinese start-ups.

Japan's second hand luxury goods market, with a total scale of 2000 billion yen (about 11 billion 600 million yuan), is the largest market of the second hand luxury goods in the world.

In Japan, the second-hand luxury goods industry is relatively standard, the operators need the government certification, and the whole industry has a relatively perfect identification, evaluation and training system.

Luxury brands hesitate to embrace the Internet

Unlike the "Luxe" platform, which is different from second-hand luxury goods, there are more channels for sharing the luxury platform try try under the temple library, including allowing luxury brands to directly display new products on their platforms for trial by consumers.

In addition, users can also book new products.

For a long time, luxury brands are skeptical about embracing e-commerce.

"From handbags to jewelry, luxury goods are valuable items bought by impulse or desire. It is a symbol of status for many people," said a leading businessman from Italy, a leading luxury brand in the Asia Pacific region.

Buyers want to have it instead of using it temporarily. "

As Bernard Arnott, the founder of the world's luxury goods, and founder of LVMH, once talked about the secret to control the brand: "the establishment of luxury brands is much more difficult than other businesses, and it needs to create a consumption demand that does not exist at all."

In exaggeration, luxury is not an ordinary commodity, but a worshiped idol and dream.

Data source: "2017 China luxury report"

But sharing a luxury platform may be more than just a commodity trading platform.

Li Rixue, founder of CEO, told the first financial reporter: "we want to become a technology company more frequently, and shorten the distance between the brand and consumers through providing data and technical services for the brand."

In fact, the technology business platform has become an important channel to connect consumers and products, importing consumers into those online or offline stores. The inventory on these platforms basically does not belong to the platform itself, which gives them great flexibility.

Consumers have also made a clear response: they are willing to buy more and more high-end luxury goods online.

Data from McKinsey, a consultancy, show that online luxury sales account for only about 8% of all luxury goods sales.

Unlimited potential.

If brand enterprises realize the importance of digitalization, they will get substantial returns.

It also predicts that online personal luxury goods sales will increase by two times to 74 billion euros at the current rate of 20 billion euros by 2025.

Even the top brands like Hermes have announced that they will launch online sales channels in Europe later this year.

The momentum of China's luxury market is rising.

Asia will continue to be the main consumer of luxury goods this year, according to a global luxury market monitoring report released recently by Bain & Co. and Fondazione Altagamma (Italy Fondazione). Its growth rate is expected to reach 12%, higher than that predicted in October last year.

About 1/3 of the global personal luxury sales revenue has contributed to Chinese consumers. Their demand for designer brands has been increasing and becoming more and more critical. It has become the backbone of promoting the growth of luxury goods industry.

According to the report, the sales volume of personal luxury goods in mainland China in 2018 is expected to grow by 20% to 22% over the previous year, far exceeding that of other countries.

According to Federica Lovato, partner of Bain company (Federica Levato), Chinese consumers' enthusiasm for shopping has never stopped, and now they are more willing to buy luxury goods in China.

UBS wealth management report also pointed out that by the launch of China's high-end consumer spending and the lowering of the tariffs on luxury goods, the annual growth rate of global luxury goods sales is expected to reach 10% in the next few years, and China has become the largest source of luxury consumers in the world.

Chinese luxury consumption accounts for an increasing share of global consumption, rising from 1% in 2000 to 32% in 2017.

With the rapid development of the Internet, China has become the global focus of the luxury online market.

Young people are becoming the main force of luxury consumption.

Tmall online luxury Channel Luxury Pavilion has announced that in the next three years, it will build a communication bridge between luxury brands and the new generation of consumers after "90" and "after 00", serving 100 million of the new middle class.

Recently, in an exclusive interview with the first financial journalist, CEO, a group of French luxury brands Maje and Sandro, Shandong's Ruiqi brand CEO, Longde SMCP group, said: "China's luxury electric business is pregnant with tremendous opportunities. Apart from working with Tmall, we are also negotiating with the large platforms such as Temple library and Jingdong."

Lalonde predicts that the growth of SMCP's electricity supplier in China is expected to reach two digits this year.

In the next two to three years, China is expected to overtake France to become the largest market in the world.

Face great

Only by touching and impressing consumers can we win.

As Tina said, it might be possible to share a luxury platform with a loan from her.