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中国网络消费群体中涉及奢侈品消费占比为6.8%,这个数字正在以不可阻挡之势上涨,越来越多的人选择在奢侈品网站上购买奢侈品,网络消费无疑是中国奢侈品市场的新增长点。在中国,过去5年里迅速普及的电子商务发展如火如荼,品牌“触电”变成了不可阻挡的潮流。2016年正是这股潮流在奢侈品行业的开始。随着高端消费者群体的变化,高端消费者行为也正在发生变化,但在全球范围内,针对奢侈品网络消费的大数据却还是一片空白。品牌们开始需要信用可靠的、精准的数据作为他们开拓新渠道和推广广告的依据,以降低“触电”
China’s Internet consumer groups involved in the proportion of luxury goods consumption 6.8%, this figure is rising irresistible trend, more and more people choose to buy luxury goods in the luxury website, online shopping is undoubtedly the Chinese luxury market New growth point. In China, the rapid popularization of e-commerce in the past five years is in full swing. The brand “electric shock” has become an irresistible trend. 2016 is the beginning of this trend in the luxury goods industry. With changes in the high-end consumer groups, high-end consumer behavior is also changing, but in the global context, the big data for luxury network consumption is still a blank. The brand began to need reliable credit, accurate data as they open up new channels and promote advertising based on, in order to reduce the “electric shock”