China has more than half of the world's luxury goods, luxury electricity dealers or will usher in spring

[Abstract] 2013 Chinese luxury consumption will reach 102 billion U.S. dollars, nearly half of the global market, the huge amount of consumption has once again confirmed the Chinese consumer enthusiasm for luxury goods, while China's online sales of luxury goods accounted for less than 5% of its overall sales, which is undoubtedly the most powerful proof of the broad prospects.

Extended reading: Luxury brands to the electric business to see the lively more pay less

Yesterday, I heard the news of the 100 million-dollar financing of the website of the luxury electric dealer, which really startled me. At this time last year, I judged that a large number of so-called luxury-goods dealers would die this year as the activities related to the crackdown on Shanzhai and tort were launched, but it was not expected that the luxury goods dealers had the opposite of what I had predicted in a few years.

Public news shows that this round of financing by the Li founder and as chairman of the Chinese Cultural Investment Fund (CMC Capital, referred to CMC) to take the vote, IDG capitals, French VCs Ventech Chinese, sen investment, Pangu and other funds jointly with the vote, Multinational joint international investment case.

Luxury goods are huge in the Chinese market

For the luxury goods industry, the past 2013 is a very memorable year, the significance of the reason is that the 2013 Chinese luxury consumption will reach 102 billion U.S. dollars, nearly half of the global market, while China's GDP accounted for only about 10% of the world, this is a big irony ah! Chinese People's "Trench" led to my previous mentioned that the so-called luxury goods dealers have received pro-Lai, some sites do not manage to get huge financing, become the darling of the capital market.

The huge amount of consumption once again verified the Chinese consumer enthusiasm for luxury goods, in recent years foreign high-end brand stores everywhere in China, whether it is department stores, suburban shopping malls or urban brand discount stores, the Chinese once again become the main force of luxury consumption.

The luxury "electric shock" is imperative

Luxury electric shock is commonplace, anyone can see the future online channels will become the main sales of luxury goods dealers. The luxury electric dealer, which started in 2008, has experienced rapid growth after years of Great leap forward. The Rapid Development Institute in August this year out of a domestic luxury goods market report, the report shows that the 2009 China Luxury Network shopping markets trading scale of 2.86 billion yuan, but to 2012 reached 17 billion yuan, the 2013 growth is still very rapid. Meanwhile, China's online sales of luxury goods accounted for less than 5% of its overall sales. This number is undoubtedly the most powerful proof of the broad concept of the future.

In contrast, foreign luxury institutions are increasingly concerned about the huge potential market for luxury goods in China, and have opened online stores in China to layout. 2010, the Italian fashion website Rafael Online and Fu Hili through the Alipay curve into China; in September, the world's official online retail partner Yoox of the famous fashion brand marched into the country, and the luxury group's network store Net-a-porter also entered China in March 2012. In addition, brands such as Louis Vuitton, Gucci and Cartier have opened official websites in China.

Some major problems restricting the development of "electric quotient" of luxury goods

① sourcing: Despite China's booming demand for luxury goods, many foreign luxury brands have been stationed in China, but they are very concerned about their brand image, do not want their own brands and some low-cost sellers of the goods competition, so that the public on the "luxury concept" to create a vague sense. On the other hand, they do not want the electricity business channel to threaten their own price system.

This led to most of China's luxury sales sites are "illegal sales", and did not really get the brand authority. Dangdang "Day Shuttle Watch Storm", Poly-Mei excellent products are referred to 90% of fakes have caused a stir, netease and Sina's luxury electric channel is closed.

② Tax rate: buying luxury goods in China is a lot more expensive than most countries, a big part of the reason is that China's tax rate is too high. For example, domestic buy a 20,000 yuan package, the United Kingdom may only 14,000 yuan, the remaining 6,000 yuan can buy round-trip ticket, that consumers would rather run to the UK to buy?

The industry is widely believed that the luxury price difference stems from high taxes, then is not as long as the tax, Chinese tourists will not go crazy overseas shopping? But in China, whether it taxes or not, luxury goods will maintain a high price. According to China's current stage of development, we should encourage rational consumption, rather than reduce taxes and charges, so that domestic buyers of luxury goods to the storm.

③ Marketing: Marketing is a key part of the success of the luxury electric business. And since last year, many of the first line of luxury sites decline or even collapse, a big reason is the marketing costs of the control on the problem, a lot of money spent on the internet marketing, but did not achieve the desired effect.

Does the luxury electric trader settle in the platform or open the shop by itself?

In 2011, the average customer price of about 1200 yuan cat fur category, in the year turnover of more than 260 million yuan. As more and more merchants enter, fur-like eyes have been the focus of the cat platform, and began to try to promote the growth of the category. Highlight value-added services rather than a substantial discount marketing strategy, so that the Fur special event received a good effect. With the standard of class and quality control, the cat has increased confidence in fur-like purpose. Later, in 2012, the target turnover of cat fur is expected to close to 800 million, and in 2013 this data I have not found, but certainly over 2 billion.

Through the above case can be seen, the landing platform is a luxury electric dealer network marketing a good move. Platform into the area, you can consider the cat, Jingdong, suning easy to buy, when the large comprehensive electric platform, these platforms have a huge luxury consumer, will be the first to solve our "user source difficult" problem.

There are also a number of enterprises to sell luxury goods by setting up their own independent websites. This way once rage, but these two years once in the first line of the website basic casualties. I personally do not recommend the use of independent web sites to operate luxury electric dealers, because not all of the luxury electric dealers can be like the Temple Bank to raise 100 million of dollars, most of the site unknowingly has closed.

Writing in the end: The Rise of micro-blogging and micro-letters has given many new opportunities to luxury electric dealers. Once, the Chongqing police crackdown on a micro-letter selling fake luxury goods group, this case has given me a lot of inspiration, just reflect the new media on the new opportunities for luxury goods dealers. Luxury electric dealers in China now is not spring, but summer, very very hot summer!

"The author is the Dean of Dingdao Shiweibo: Dingdao Division of micro-faith in the public: dingdaoshi123"