Online shopping, will become the next step in domestic luxury consumption mainstream way?

Fashion

Intercept the Beijing pound!

Online shopping, will become the next step in domestic luxury consumption mainstream way?

Wen/Shen Wei-min

At the end of last year, Customs and excise officers at the Hong Kong-Shenzhen Bay Port Road were sampling every car in transit. Recently, the "smuggling of ordinary goods" cases from Hong Kong is increasing, which has aroused the attention of the customs.

A white Toyota business car became the object of attention of the private investigator. The owner is two of the Shanxi young men and women who claimed to be doing coal business, in the interception, the car in the luxury of many, so that the well-informed private members of the raspberry. According to the initial valuation, the total value of luxury vehicle is over $4 million. This number, the largest since the switch in Shenzhen, a luxury illegal immigration cases.

Afterwards, the customs sun out this to "Shanxi coal boss" illegal entry of all luxuries: iphone mobile phone 7, Nikon SLR camera 1 and Lens 2, as well as Parda, MARC JACOBS, DANIEL hechter, CARTIER, Breguet and other bags and watches, and another 28 diamonds and two emerald, not spent 540,000 yuan Hong Kong dollars. Two "Shanxi coal boss" performance is very calm, one person even said: "Money shopping is not what, money should be consumed." ”

Through this "smuggling of ordinary goods" case can be seen, the mainland's new and wealthy people on the luxury of consumer belief is increasingly extreme. This madness in 2012 years has not been any decline, but unprecedented.

According to the World Association of Luxury Goods, the latest figures show that during the just-concluded Chinese Lunar New Year period, the Chinese people in the overseas luxury goods consumption amounted to 7.2 billion U.S. dollars, an increase of 28.57%, far higher than the expected 5.7 billion U.S. dollars, reached a record high. For the Chinese to buy luxury goods abroad, the British based on the concept of "pound", and even created a term-"Beijing pound", that is, the Chinese people spent sterling.

On the madness of Shanxi coal bosses and the British ridicule, Zhang Yaiying, co-founder of the Tesco Network, shrugged: "Give me 3-5 years and I'll have a chance to change this madness." "The opportunity that Zhang Yaiying is talking about is right now in China's internet industry The latest rise of luxury net shopping."

While the luxury-goods network has been criticized in China since its birth, and although "love for luxury" is not the biggest in the industry, Zhang Yaiying and another founder, Fan Wen, have come to believe that their website will be the last to laugh.

"Beijing Pound" in Paris

Luxury goods sold in China are expensive – the key to forcing local luxury consumers. But what is the reason for the high price of luxury goods?

Tax overload is the first factor in the high price of luxury goods in China. Analysed by a Swiss import table on the mainland, which includes 17% value-added tax, 30% excise tax and 11% tariffs, the total cost of taxes amounting to 58% is 4.17 times times that of the United States, 3.76 times times that of Japan and 15 times that of the EU's 2.33 times countries.

Second, in addition to inflation and operating costs floating, most international big-name also adhere to the "annual price increase" law. For example, Dior, Burberry, Celine, Bally and so on recently increased the price of some goods, ranging from 5% to 15% range. According to this progressive method, a million Swiss import table, after three years of price adjustment, value-added up to about 50%.

In the tax and "annual price increase" combined price system, then the rich local luxury consumers, also do not want to spend money in the country. What's more, there is a more tempting discount season overseas. In Guo's "little age", there is a description: "January and June is the traditional Paris discount season, will play almost 3 rounds, 70 percent, 50 percent and 30 percent, the Champs Elysees is like Shanghai's Nanjing Road, Montaigne Avenue is like Huaihai Road, is a place where luxury brands together, a discount season are Chinese faces. ”

For the Beijing pound who went to Paris, Zhang Yaiying calculated a cost account: The price of the ticket to Paris is about 16,000 to 20,000 yuan, the cost of accommodation 1 weeks is about 18,000 yuan, including other food, line and other costs about 15,000, then the total cost about 50,000. Even if the local luxury goods in Paris 30% cheaper than the domestic, but the cost of travel to Paris, as well as the entry into the Chinese customs to pay taxes, is only 1/5 cheaper than the domestic.

"In the absence of luxury goods online shopping, Chinese consumers can only go overseas to Amoy goods." "In Zhang Yaiying's view, the current domestic active online shopping, so that the" Beijing pound "can never be like a nouveau riche, in the overseas luxury shop Amoy goods and turned away from the shop, the envy of those Europeans ridiculed: look, is a" Beijing pound "! "They can quietly at home by browsing the web, very private to find their favorite luxury, we will be delivered to the doorstep." Zhang Yaiying that buying luxury goods through online shopping can change the "barbaric way" of buying luxury goods overseas.

However, luxury online shopping is very complicated.

Don't touch the taboo.

Through online shopping, can really replace offline buy luxury when the feeling?

Luxury goods operate completely differently from ordinary business goods. In the world's top watches and clocks Breguet PR agent Lu Zhongguang, luxury goods at the thousand, million-class value, once by those who will only commercial speculation, but do not know the luxury culture of the Web site hanging online, it is easy to make consumers scared: this will be a fake?

"In the mainland, it seems that everyone can have a LV, because those inferior lv, it is easy to stall on the price of about 100 yuan to buy." "Lu Zhongguang's research on several luxury websites in China argues that most luxury web site operators in the country do not understand luxury goods, and even luxury buyers are not qualified."

One important reason for the criticism of some luxury sites is that they underestimate the consumer's BQ (Mind Business Index). Let's look back at the luxury goods in the "Shanxi coal bosses" smuggling case. Take Breguet clock As an example, the "Shanxi coal boss" on the clock quite knowledgeable. In the global watch brand, the real collection and historical value of the brand is not the Rolex, but Breguet or pp. Among them, Breguet also known as the world's father of clocks. The people who are really knowledgeable and have the ability to consume luxuries are no longer the forums, but the second, younger ones. As a result, luxury sites must know more about luxury than the new rich.

Take the cool, the sweep and Sina luxury three websites for example, the operator seems to want to all kinds of luxury goods as far as possible, but because of this, but exposed weaknesses. With the highest status in the luxury system is the clock, three of web site operators want to use clocks to earn higher profits. But they don't have a good grasp of the various brands of watches and clocks, cultural heritage differences, commodity-containing technical differences, so the online display, almost exclusively mixed "market" shape, more serious is, three are using low price discounts for the selling point, committed the clock itself has the big taboo of collection increment. This gives the truly knowledgeable luxury consumer a dubious look.

Zhang Yaiying told "manager", they currently only do their best bag and leather goods and other luxuries, temporarily do not touch the clock. "It looks like it will make our site slow, but just like every good luxury, it takes time to accumulate," he said. Fan Wen said that her low-cost strategy, not to do the quarterly product discounts, but through direct to the brand, or show reactiveness (New Order) way to obtain the new season, and even run through the mainland retail outlets of the speed of the goods. Now there are so many fans of "love and luxury", such as LVMH, the chief of staff at CK, Xu Xin, and Gao Guangzhi, chairman of the Power real estate company.

Zhang Yaiying reminded the luxury network buyers need to pay attention to three major issues: whether there is a global warranty certificate, whether there is a complete package, whether there is a complete after-sales service guarantee system. In Zhang Yaiying's view, an excellent luxury website, not to see how many VC today took the financing, it is not to see how many luxury department stores on the site, not to see the simple discount degree, but to see you operating each, each of the luxury of understanding and fashion depth grasp: for example, every brand on the web, there are historical stories, Designer legends, when the season with the map links, such as the color, the season style description and so on. These are extremely testing the ability of luxury operators to serve, "the distinguished guests are often directed at your professional level, before deciding whether to pay." These people are disgusted by the low discounts because they are worried about the depreciation of the goods they buy on the internet. "Zhang Yaiying said.

NetEase's Luxury channel-"Shang Pin" was closed last year, to the many luxury website operators sounded the alarm, even with a strong internet gene, mature business thinking, but not equal to say, can be able to manage luxury shopping, because the object of luxury services, not to the price-sensitive ordinary consumers, But in the consumption pyramid of the upper-class wealth of the crowd, these people are sensitive: The value of noble service.