E-Commerce Aims At The High-End Market &Nbsp; Luxury Online Shopping Is Heating Up.

With China

With the rapid development of Internet technology, e-commerce in China has gradually developed from maturity to maturity. Nowadays, luxury goods are on the rise of e-commerce platforms, and many luxury goods companies are rushing to the online luxury online shopping market.

According to "Oriental Morning Post" reported that the domestic fashion shopping website Xiu Xiu network has announced that it has raised $20 million investment, financing, the network will further strengthen the international brand negotiation and procurement capabilities, and cover more fashion brands.

In this regard, the industry has predicted that the luxury market will become the next hot spot of e-commerce investment.

With the shrinking of the global luxury brand assets and the beginning of layoffs in some of the old and tough old brands, luxury consumption in China shows a "good scenery".

In the past few years, China's luxury goods industry has been growing at a rate of over 20%. In 2010, China's luxury goods sales reached 12 billion dollars.

As KPMG, a leading international accounting firm, has recently published, it is pointed out that the Chinese market is becoming more and more popular in the global luxury market due to the increasing demand of Chinese consumers. China has become the preferred market for luxury brands.

The same is true. A Goldman Sachs report indicates that the growth rate of China's luxury market has been the first in the world for 3 consecutive years, and is expected to surpass Japan in 3 years and become the first luxury consumer country.

Goldman Sachs predicts that in the next 5 years, the number of Chinese consumers willing to spend on luxury goods will rise from 40 million to 160 million.

According to Bain's 2010 China luxury report, 43% of the consumers who buy luxury goods in China now buy luxury goods online.

During the "two sessions" this year, Chen Deming, the Minister of Commerce, also confirmed that the potential of luxury goods in China is huge.

Chen Deming said that the consumption of high-end products in China will surpass Japan in 2015 and become the largest and largest consumer goods in the world.

This view coincides with the statistics of McKinsey, a consulting firm.

McKinsey expects sales of luxury goods in China will reach US $27 billion by 2015, thus surpassing Japan and becoming the world's largest luxury market.

By then, up to 20% of global luxury sales will come from China.

With the gradual maturity of e-commerce, online online shopping products are also moving from low end to high-end, from books to electronic digital to daily necessities. E-commerce has covered every aspect of life, and luxury online shopping has no doubt become a popular domain of online shopping in the future.

It is seen that China's luxury consumer market is hot. In the past, it was thought that the luxury brand that sold a little bit on the Internet also put aside its role and spread its marketing to the Internet.

At the end of October last year, the world's top health luxury brand Dr.comfort and Forbes new aristocracy launched e-commerce websites in China. This seems to have started a global luxury brand sales in China.

Soon after, George Armani announced that it would launch e-commerce channels in China. Its product line EmporioArmani took the lead in the Chinese online shopping market.

In this regard, Ms. Chang, who loves online shopping, is very excited because Armani has opened its own online store for Chinese market, and then can buy its authentic products directly on its official website.

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In the past, shopping for luxury goods through the Internet was not difficult, but most of the "ordinary ladies" bought luxury brands online through middlemen, and it was hard to get the latest version of the season.

Not only overseas luxury goods companies have been stationed in China to set up e-commerce websites, but domestic luxury websites are springing up like mushrooms. As China's first luxury sale club, Jiapin is now being touted by luxury consumers.

Jiapin net has established long-term and stable cooperative relations with more than 500 famous manufacturers and agents worldwide, including Dior, Prada, Gucci, Burberry, EsteeLauder and other international top brands, including women's clothing, men's wear, bags, women's shoes, cosmetics, accessories, red wine and so on.

In the past, luxury consumers rushed to and fro in different brand stores in order to buy more than one brand of goods. Now, consumers only need to buy luxury brands through online shopping platforms, and shopping becomes easier and more convenient.

Hu Jianqiang, President of Dr.comfort Greater China, believes that "luxury e-commerce has great prospects for development in China. First, the new media of the Internet can make the luxury brand information faster to reach the consumers. Two, the community function enables the audience to better communicate with each other and expand the publicity of the monument so as to accelerate the circulation of logistics and improve the market operation mechanism of luxury goods.

Although the "touches" are the trend of the times, most luxury brands are still hesitant about the choice of the Internet.

For example, the brand of the handbag, Cox, strictly controls its products, and does not allow any online shop to sell its products.

Because in these enterprises, the e-commerce of the luxury goods industry has not yet formed a scale, and luxury online shopping is still in the initial stage of e-commerce.

In particular, the poor user experience is still a big weakness in luxury shopping in China. At present, there is not much difference between buying a luxury product online and buying a grocery product.

Zhou Ting, deputy director of the Cheung Kei luxury research center of the University of foreign trade and economics, has the same feeling. She said: "luxury goods are not sold products, but extra experience and value including shopping environment, emotional needs, honorable services, which are totally not felt on the Internet."

In this regard, McKinsey said luxury brands need to make trade-offs between brand positioning and general website valued traffic, making the website a more high-end, pure and professional display platform.

McKinsey recommends: "the luxury experience of the website must be high enough to enhance the shopping experience with some picture stories and historical materials.

In addition, you can train a group of brand ambassadors, through their management of some social networking sites, to promote the brand value to the people around them.

In addition, the corresponding legal protection, logistics and distribution, payment platform, the rights and interests of consumers and operators are not perfect, which also leads to worries about "touches".

In view of this, although the trend of luxury E-business has heated up, it is still a long way from the final outbreak.