82% Of Consumers Prefer Luxury Stores.

Nowadays, the electricity supplier is flooded, but the luxury goods industry still takes the offline sales as the main force. It is not that they do not push the electronic business platform, but they prefer the entity store.

Globally, 82% of consumers still buy luxury goods online, only 16% of them are willing to buy online, and 2% choose trustees.

This is a luxury consumption report from LuxHub. They say people pick it up online and buy it in a physical store.

LuxHub investigated the impact.

The top six factors are: store experience (61.3%), window display (60.8%), official website information (54.7%), friends and grass planting (52.1%), search engine (45.8%), fashion blogger or fashion news (43.5%).

The reason why people choose a famous luxury brand is mainly quality assurance (47%), but consumers feel quite reliable about the name, and it doesn't matter who buys it in detail. The influence of brand recognition is only 26%.

On this point, the brand's promotion of its own image is not as good as the domestic net red effect, for example.

It's Jocie Guo's bag, and Chanel's little black bag is a must.

In addition, 32% consumers will choose some luxury brands in order to "look" fashionable.

All consumers are very concerned about fashion trends, hoping to get their own age, identity and taste of "classic" or "season must lose" recommendation.

Although the price of online shopping will have preferential, do not have to rush to choose, a single button is good.

But people still prefer to go to the physical store to buy. 89% of the people say they value the consumption experience in the physical store, probably like this: "Oh, this handmade touch! Oh, this honorable feeling!"

Although not love online

However, over 40% of the world's consumers' purchase decisions are influenced by online advertising and public opinion.

78% of Chinese consumers clearly know what to take home before they enter the store.

Chinese people will also pay special attention to brand stories. "Hundred years of inheritance and creation of classics" and so on are very prick points. It is best to match the originator's apprenticeship from a genius apprentice to an entrepreneur who is not understood. Finally, it will make people feel that what I consume is not commodity, but also the feeling of history.

LuxHub is a strategic advisor team of Havas, a media group. They surveyed 6400 luxury consumers in four countries and 25 luxury brands in Europe, the Middle East and China.