Young People Become The Main Force Of Luxury Consumer Electronics Business

Rhodes public relations and ipso Market Research Group jointly released the "2014 China luxury product report" in November. The report shows that the maturity of Chinese consumers is growing, and consumers no longer focus on high priced goods, but from the initial "show taste" to a new stage of appreciation. Consumer online shopping Luxury goods The trend has greatly increased: the mainland has increased from 14% last year to 36%, and Hongkong has increased from 10% to 34%.

Although brand stores still rank first in mainland China and Hongkong, consumers in both places tend to enjoy more luxury shopping online.

China Mainland 36% and 34% of respondents in Hongkong indicated that they were willing to buy luxury products through the Internet, compared with 2012, 22% and 24% respectively. Trust is one of the key factors in the success of online shopping. 52% of mainland China respondents said that discussions on friends and social media were the criteria for judging the integrity of e-commerce websites, while 31% of the respondents in the Hongkong area trusted more about the professional certification from third parties. Among other factors, 81% of the respondents in mainland China believed that the most important thing was the sale of goods in online shopping, while 88% of the respondents in Hongkong preferred the convenience of online display.

The survey shows that Chinese consumers are increasingly gaining brand information through mobile devices such as mobile devices, apps. Of the respondents in mainland China, 43% of the respondents had downloaded the brand apps, and 80% of the respondents expressed willingness to receive instant messages from the brand push. Hongkong consumers are different in obtaining information through mobile phones and other mobile devices. They are more selective. 43% of respondents said they were only willing to receive instant messages from favorite brands. Marketers, based on mobile phones and other mobile platforms, have developed a wider range of functions, not just staying in brand education, but have become an industry trend. This change also shows that luxury brands want to use this platform to open direct communication with consumers.

Rhodes, senior vice president of public relations, general manager of Shanghai company Gao Ming "Young consumers are the main force of luxury goods online shopping," he said. To keep this hot spot and develop the potential of e-commerce in luxury goods, brands need to win consumers' trust through continuous digital dissemination to adapt to their rapid development and changing lifestyles.