Global Luxury Brand Layout China Online Shopping Market

Introduction: according to the survey, the high speed growth point of e-commerce is shifting from low end to high end, and online shopping luxury consumption demand is strong.

Global luxury brands continue to set up stores in China, but they have also begun to work hard to deepen the domestic online shopping market.

On Sunday morning, the doorbell rang.

Tao Jing, 26, quickly moved from his study to the living room and opened the door to receive the express and unpack.

A beautifully packaged box is the pair of JUICY COUTURE rain shoes that she has long loved.

In less than 3 days' online payment, the pair of rain shoes listed on the last season became 70 percent off of the cost of Tao Jing's bag.

Happily, Tao Jing turned back to his study, opened the computer, and commented on the website of Glamour Sales, which had just bought the pair of rain boots: "this is not just a shopping experience, it may become a way of life for Chinese urban residents in the future."

For the glamour of the online luxury retail authority that landed in China in April 27th, Tao Jing, who has been spending a few years on the history of luxury consumption, thinks it's more like a member's fashion community, not just a B to C shopping platform.

First, she said, "first of all, before buying the luxury shopping site of this membership, it needs to be recommended by friends and relatives, which determines that there are countless connections, not just strangers."

The interaction between them will be more intimate and intimate than those consumers who are not acquainted with each other.

After buying, people can also talk about the products they buy and evaluate their services.

Other friends can also express their opinions and comments on this issue.

This is more like a social media.

Social media is gradually changing the way of life of Chengdu people. It is not just a way of network communication.

In April 27th, Glamour Sales, an online luxury retail platform founded in Tokyo, Japan, officially landed in China.

"At present, China is on the way to becoming the world's largest consumer of luxury goods. More and more luxury brands begin to choose new marketing methods including e-commerce, while high-end luxury consumption also presents a younger trend.

The prospects for online sales of luxury goods in China are very optimistic.

Those urban youth who like online shopping and have seen the Internet as a way of life will become the mainstream force in the future of Chinese luxury consumption.

Glamour China chief executive Wei Yibo (Thibault Villet) has been president of Coach Greater China, he said on the day of the website's opening.

This luxury online sales shop, which is officially authorized by more than 200 top international brands, adopts the mode of membership invitation and time limited snapping, and selects 3 to 30 percent off of the market price to select the top international brand clothing, accessories, bags, jewelry and cosmetics.

The 2 edition of luxury life

"Luxury online sales are the general trend.

Especially for high-end consumer goods worth thousands of yuan to 100 thousand yuan, the 2 edition of the consumption era is coming.

Wang Depei, vice president of the Shanghai Economic Restructuring Research Institute and vice chairman of the China Economic Restructuring Research Association, said in an interview with reporters.

Global luxury brands continue to set up stores in China, but they have also begun to work hard to deepen the domestic online shopping market.

Brands that once made most of the urban youths feel distant, such as MIUMIU and BURBERRY, began to appear on high-end B to C shopping sites at half off prices.

"Luxury consumption channels will be diversified: high value luxury goods worth millions of dollars will increasingly focus on the top road sections and the flagship store of landmark buildings.

For luxury goods with a price of less than 100 thousand, online stores and OUTLET (brand discount stores) and online OUTLET (online discount mall) will become more and more important sales channels, especially online OUTLET.

According to the survey of AI consulting, a leading domestic consultancy, the rapid growth of e-commerce is shifting from low end to high end, and online shopping demand for luxury goods is booming.

Many international first-line brands have opened Chinese version of online official shopping sites, such as Giorgio Armani and Dunhill.

"Unlike Taobao online and other low-priced online shopping products, brand clothing, shoes, bags and household products will become the main force in high-end online shopping products.

At present, luxury online shopping has just started in China, because most domestic Internet users are nurtured on the basis of websites such as Taobao, and most netizens are more sensitive to price.

Online discount stores will be more popular with Internet users than smaller discount online stores.

In the past year, the number of Internet users in China has exceeded three hundred million, of which 100 million subscribers have been involved in the online shopping market.

Nevertheless, some experts believe that the potential of online shopping of Chinese netizens has not yet been completely released. "In countries with high Internet penetration rates, such as Europe, America and South Korea, the proportion of Internet shopping users has exceeded 2/3.

Therefore, China's online shopping has huge potential for development.

Wei Yibo believes that luxury goods in China's online shopping market is also quite optimistic.

In fact, price advantage is the first factor that attracts customers to buy online.

For example, the products purchased from glamour can get the same packaging and after-sales service from the original brand, but the price is at least thirty percent cheaper.

Luxury network dealers get the price advantage through middlemen and expensive shop facade fees, directly communicating with consumers through the Internet.

Secondly, it is not restricted by sales area and physical stores. It is also the main reason why luxury online shopping can attract consumers in non tier and second tier cities.

He shares the same view as Robert Tliffs, executive vice chairman of Armani group.

He said: "in the United States, Armani's physical shop coverage is limited, which has made us lose many potential customers.

Online sales can greatly increase sales radius and increase sales. "

Happiness goes beyond shopping itself.

Chen Weiwei, the 31 year old consulting company executive, describes the attraction of online shopping: "at night when men and children are asleep, you can choose to wear pajamas on the warm sofa, compare and buy clothes and handbags that you want, completely undisturbed by others, and do not have to worry about shops closing, or parking spaces near shopping malls."

It is easy to open links to a product, enlarge or reduce the images freely, and view items from various angles with the will of mind, and check the comments that have been purchased by the friends before deciding to buy them. These have gone beyond the daily shopping experience, and let more and more "Chen Weiwei" experience the pleasure of online shopping.

According to a survey by Google, 1000 consumers with net assets of $1 million and annual income of 17500 US dollars believe that the most popular items to buy online are designer clothes, followed by jewelry and accessories.

In the past, online shopping has been neglected due to the fact that online shopping can not overcome such problems as "try on and try on".

"Now the webpage making technology is more and more developed, through 360 different angles of the pictures, and by clicking on details can be enlarged at any time to see the webpage technology, I will not buy the wrong thing online.

These pictures can even remind themselves of details that are easy to overlook when shopping in a physical store, such as the lining material of a garment, the details of the stitching of the skirt and the bottom design of the shoes.

Chen Weiwei said.

According to Mr. Wei Yibo's observation, 8 to 12 every weekend is often the prime time for website sales. He said: "people can even take care of their children while they are at home.

This kind of shopping is easier for more than 30 year old young parents.

"

"Even when I'm not shopping, I would like to stick with other bloggers who posted comments on the website.

This feeling is like a long lost "sister Tao".

Chen Weiwei said, "city life keeps people away from each other.

After graduating from University, friends are becoming more and more busy in their work and life, and fewer people can go shopping together.

It's easier to reply to each other than to drink tea.

It's like a virtual community life, not just shopping. "

Of course, not all luxury brands are willing to throw themselves into the "online retail trend" without reservation.

Although Ralph Lauren and Tiffany have fully accepted e-commerce, some brands insist that they do not sell on the Internet, such as Chanel.

The reason is just like what Karl Lagerfeld said. Internet sales can not give consumers the experience of consuming in boutiques. It will break the consumers' sense of luxury.

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