On the outlook for China‘s luxury consumption potential, prompting many fund flows to high-end B2C website, in 2011, many high-end electric business enterprise has become the darling of the capital. But still immature Chinese luxury electric industry, already been bad-mouthing. Is the next bubble, or the spring coming?
In may this year, China‘s first "online luxury industry analysis report, report to the consumer through out the world‘s highest purchase channel to clinch a deal to buy luxury goods brand, commodity distribution, buyer behavior analysis, such as a detailed interpretation, and predict the market scale will exceed 20 billion yuan this year.
And global purchase is more than a bright spot in recent years, professional sales of luxury goods website of various performance: studies in iresearch data, 2011 luxury the scale of the network shopping business in mainland China is expected to reach 10.73 billion yuan, which compared with 6.36 billion yuan in 2010 to achieve the 68.8% annual growth. ChinaVenture made survey is released by the group, only the first half of 2011, has been disclosed luxury goods online shopping company financing with 12 cases of total financing of $283 million, a record high level.
But not all of the high-end electric are so lucky. Luxury website call ha for back pay site is black, less than a year of netease company is officially declared to stop service; Born from luxury electric business will follow the true and false and confused and channels of trapped in the near future more impact action of hermes was pushed to the top. Many events make people began to doubt, the future of Chinese luxury e-commerce?
This is why China‘s luxury electric developers are faced with the problem: attractive monks not mature market, the prospect of the end, how to survive, and to grow?
The new fashion of the classic old play
Compared with luxury e-commerce sites in full swing, accustomed to the pampered luxury brands continue a traditionally slow accumulation of attitude, carefully layout their own online retail market. On the way, most of the luxury brands to choose the path of the electronic commerce is given priority to with self-built online retail platform, network transmission and comply with up to date.
In the present moment is known as the first transmission platform on the major social media sites of classic luxury brand is close to "break into" APP applications of drama, fashion, and each big well-made application, in order to let more people to join to interact with brands, and even some brand will be the layout of the social network as a key first step into a new market.
Among luxury brands, pioneer in the field of electricity and success stories as British classic brand - one hundred BaiBoLi (Burberry). Burberry in fashion‘s performance was no surprise, but since 2006, Allen DE (Angela Ahrendts) after take over the CEO, but turn over for the world‘s first introduction of 3 d technology brand of fashion show. The digital marketing think-tank LuxuryLab sealing burberry fashion brand for "digital IQ is highest", its Facebook (Facebook) fan has more than twelve million people, in the video sharing site YouTube mustered several, photo-sharing website sets a tracker is also much better than peers.
Internet‘s carnival has luxury harvest ever of interest and enthusiasm, consumption and also in people minds, the illusory world of the Internet "shot" from time to time, to achieve through network technology "high-end" image, "stimulate sales" and "high transmission rate and a not easy thing. Tough market, in the depth of the water.
