Luxury electric dealers increasingly "civilian": will take the popular route

Original title: Luxury electric Dealers more and more "flat": Take the popular route

Luxury electric companies since 2009, in China has been a barbaric development, but now, it seems to be in transition: Go Show network is moving towards the "popular fashion brand" direction, only the goods will also play the banner of public consumption ... Luxury electric dealers no longer attach themselves to the "luxury" label, but put down their posture, began to take the popular, personalized route.

Market

Luxury Electricity dealers civilian

For example, as a famous fashion discount network, its online product discounts to 34 percent. and positioning for the "global trend of luxury network retailers," The treasures of the net, the number of large brands accounted for the total number of 40%. There is also "the world's top fashion luxury online retailers," The excellent network, its large number of brands also accounted for only 25% of the total number of sites. And the so-called national electric dealers in luxury sales of the show network, has long been in from the luxury goods to the public fashion consumer electricity business transformation, luxury goods in its entire composition of only accounted for 30%. They focus on the introduction of foreign two or three-line brands to attract consumers.

Huang Wenjie, chairman of Guangdong Circulation Business Association, said that at present, Chinese consumers on the internet consumption of luxury goods has not formed a habit, the electricity business if only sell luxury goods, it is bound to be difficult to introduce sufficient flow to support the operation, therefore, the product line to the downstream expansion is a common phenomenon. From the consumer's consumer psychology, this kind of luxury low-priced, is in compliance with the consumer price-sensitive nature, "if the same price, will certainly choose a low-cost brand." In addition, the overall downturn in the world economy, to discount the way to adapt to the current consumption patterns and needs.

The emergence of alternative luxury electric dealers

Some electric dealers take alternative luxury routes, emphasizing the quality of their own products on the luxury, rather than the price of luxury. Some of these electric dealers take the designer route, and some are directly introduced into the European brand, the former such as the agency, the latter, such as the recent online beauty collection. The Zhou Xiaowen of the agency C E O, that in the eyes of the general public, private designers are extravagant, to pay a very high cost to do, but also to the ordinary people can enjoy this noble experience, this is a luxury.

"Low-key performance in the color of clothing, refers to less bright colors," said race, deputy manager of the United States. And low-key also displayed in our propaganda way, we do not sell ads, no star endorsement, sell not well-known brands. "Luxury, in their eyes, refers to the luxury of quality and taste." "The European standard fabric is used in the beauty collection, and no fluorescent agent is added to the cloth." "has been on the line of the brand Italian map, there is an international certification of CASHM Erem Ark, that is, 100% pure cashmere certification, is the Italian-style map brand unique label." "We have the quality of luxuries, not the price." The Italian picture is not an international famous brand, but these garments have a common label: have good quality, "luxurious mainly embodied in the fabric, grade." ”

Reason

The need for luxury goods to mass consumption

In the opinion of Ding Jiaqi, a consultancy analyst, the domestic luxury electric company mainly sells luxury goods in the form of online shopping platforms, rather than the official website of luxury brands. "Luxury brands also have in the domestic opening of the site, but mainly positioned in the display of brand culture and dissemination of brand value, while the domestic network shopping platform is concerned about the sales link." The electrical quotient is characterized by low discounts, the pursuit of sales volume. "In order to bring luxury goods to the ordinary people, they played a" popular "label.

The CEO of Zhou Xiaowen said that in foreign countries, consumers of brand awareness is very clear, the general luxury brand refers to after a century of accumulation, culture, history of the brand. and domestic consumers of the brand is not strong, they do not care what the brand is, "such as abroad, in the United States, migrant workers can buy coach products." But coach at home, become a luxury, this is mainly business to seize the Chinese people do not know about luxury goods, as well as consumer psychology to do the propaganda. ”

And the market, such as the United States, such as the collection of electricity dealers, is targeted at more mature consumer groups. "In the case of price equivalence, will tend to taste and quality pursuit, to personalized products." Zhou Xiaowen, CEO of the company, said, mature consumers have their own brand awareness, strong judgment, and more want to select personalized and comfortable products.

Expert opinion

Service is in place, category should be extended

Eric Consulting analyst Ding Jiaqi pointed out that at present, China's online consumption habits have not been developed, the general low purchasing power of the masses, so the luxury goods to make appropriate discount adjustment, is needed. She pointed out that the current category of services offered by luxury goods suppliers is quite perfect, such as providing normal service hours to consumers and distributing goods to the door. But because of the lack of consumer demand in this area, this service is rarely experienced.

On the development of luxury goods, Ding Jiaqi pointed out that luxury electric dealers can go in the horizontal and vertical two direction. Horizontally, the development of new brands, expansion category, in addition to purses, boots and other common categories, the future can also be home class, golf and other devices to expand. Vertical, mining brand depth, the introduction of more new brands, such as designer brand development is also a good direction.

Future consumers ' pursuit of quality will be more urgent

Guangdong Circulation Business Association president Huang Wenjie said that the future consumers to quality pursuit will be urgent, "from the development of consumer psychology, in the first stage, the brand after the baptism of the consumer market, the general recognition of the general public, there is a certain cultural accumulation, consumers will tend to buy luxury brands." In the second stage, consumers mature, if the same brand, then, quality and design will become the primary consideration of the consumer factors. ”