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When Luxury Meets Online Shopping

2011/11/1 9:18:00 10

Recently, in the "Fifth Avenue", "excellent crowd", "Shang pin" and so on.

Luxury goods

The sale website is known by more and more consumers. At the same time, "Jingdong" and "Dangdang" and other electronic business platforms have joined the "war group".

When luxury online shopping is in full swing, there are media reports that most of the luxury electric providers in China are not authorized by major international luxury brands.

According to industry sources, there are not many websites that have stable purchasing channels for luxury goods.

Cheap goods,

Most of which are purchased through other channels of luxury stock and tail cargo.

Because there is no authorization, no one can tell clearly whether there are any fish in the shop.

In fact, in order to protect their brand interests, luxury brands always strictly control sales channels (usually physical stores).

Authorized website

Sales have been very cautious.

In Direct stores, luxury brands can not only ensure the quality of products, but also ensure that consumers enjoy unified and standardized services.

The splendid, brightly lit shopping environment, respectful and meticulous service for clerks can make consumers who buy luxury goods in exclusive stores enjoy some "noble" feeling.

It is one of the ways that luxury brands attract customers by scarcity and scarcity.

The traditional consumption groups of luxury goods are mainly the purchasers of the wealthy class and business gifts. They have almost rigid consumer demand, are not very sensitive to prices, and even have a "high price" attitude.

For them, the value of luxury goods is not only practical, but also different from the mass consumption experience and other meanings such as honor and honor.

The cost of decorating and rentying is very high, but the entity store has brand authorization, which makes it easy for consumers to trust the fixed quality information contained in the merchandise, which greatly reduces the purchase cost of consumers.

In online shops, if there is no guarantee of authorization, consumers need to have a strong ability to authenticate the authenticity of luxury goods.

It is not easy to play expensive luxury at times. It is hard for ordinary people to bear the money and time cost of practicing "eye piercing".

The main advantage of online shopping lies in the price. Compared with the physical stores, the shopping experience is much less natural.

Apart from the above mentioned factors, there are differences in delivery time.

Because there is no stable source of goods, some sites are few or even after the purchase order, consumers need to wait for a long time to receive goods.

Under such circumstances, luxury online shopping is difficult to attract traditional luxury consumer groups.

So why is online sales of luxury goods still favored by many electric providers? This has much to do with the needs of domestic white-collar workers for luxury goods.

Compared with traditional consumer groups, this luxury "enthusiast" regards luxury goods as a spiritual reward and consolation, or a symbol of improving the quality of life and consumption.

Although they may be able to save money for a luxury item for a long time, they still have considerable purchasing power as a whole because of the large number of people.

On the other hand, they have limited capacity to pay and are very sensitive to price.

High prices in physical stores often discourage them, and the benefits of online shopping make it easier for them to step into the threshold of luxury goods.

Therefore, despite the risk of buying "goods" or no after-sales service, or knowing that they are buying luxury goods that are out of season or in inventory, they are still generous with the mentality of "just owning" and the great attraction of discount.

However, after meeting their "own" needs, how to establish consumers' trust in "genuine" and enhance their consumption experience is still a pressing problem for luxury electric providers.