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Luxury Sale Is Not Easy To Get Through &Nbsp; Three Major Sales Channels

2011/12/1 10:04:00 24

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China

Luxury goods

The prosperity of the market has brought different new channels to the market, including second-hand luxury trading platform, luxury e-business platform and so on.

duty-free

Shopping malls, and so on, have become a big channel.

Luxury business platform, supply and goods

Authenticity

Problems such as second-hand luxury goods providers have developed bottlenecks of varying degrees.

What are the new channels to the future? What are the main obstacles on the road?

Secondary market: continuity of supply and trustworthiness of goods

"The strong rise of second hand luxury pactions is mainly due to what we call" craving consumers ", who usually can afford only a few luxury items, but are full of desire for luxury status and status symbols.

AngelaKapp, vice president of international luxury brand online sales website, said in an interview with reporters.

"Second hand luxury deals usually account for 10%~15% of the entire market. Once this market penetration is achieved, I think it is very difficult to have a big increase," Angela analysis.

permeability

Therefore, there is still room for growth. "

According to the survey of the luxury research team of the University of foreign trade and economics, there are about 500 companies that have used luxury goods in the Chinese market at present, but most of them are in the early stage of their business, with a relatively small scale and low market visibility.

Among them, the second hand luxury market in the eastern region is more prosperous than that in the central and western regions. The consumption preference of the first tier cities for second hand luxury goods is higher than that of the two or three tier cities.

From the perspective of consumer characteristics, the main body of the second hand luxury goods market is female consumers, whether it is purchase intention (62%) or sale intention (58%), while those aged 30~40 are the main participants. 40~50 years old consumers are more willing to sell idle luxury goods, but the purchase intention is greatly reduced.

"The sustainability of the supply is a big problem. At present, most of the second hand luxury goods companies in China are merely positioning themselves as trading platforms. The operation of the market is based on the way of commission. Although this has solved the financial pressure of operators, it has also limited the availability of goods, and it is difficult to ensure the quantity, quality and sustainability of the goods, thus affecting the long-term operation."

Dr. Zhou Ting, executive director of the luxury research center of the University of foreign trade and economics, told reporters.