An introduction to luxury marketing some statistics etc. 100

The first is cognitive upgrading and exclusive services.

Consumers recognize that purchases involve online and offline touchpoints, highlighting the omni-channel character. With the omni-channel layout of the brand, the decision-making chain of consumers presents a short-chain trend. 1-to-1 shopping guide has a prominent impact on improving service efficiency and enhancing customer stickiness.

In the purchase process, about 50% of consumers in this path believe that 1-to-1 shopping guide is the most important factor in the purchase process. A 1-to-1 shopping guide is just as important as it is to promote repeat purchases. In the future, omni-channel consumer data accumulation and personalized operation will be the key to the continuous operation of brands.

The urban elite group with service-oriented and personalized demands is the typical target group of this path.

The second is socially driven to guide conversion.

Multi-contact closure linkage is a typical feature of this path. On average, consumers continue to pay attention to brand and product information through more than 6 touchpoints, and share it through more than 3 touchpoints. These consumers are distinctly social.

The development of digital platforms allows consumers to shape their personas and share their attitudes. Brands should actively build social influence to drive consumer conversions along the pathway. Socially active and share-loving fashionistas are typical target consumers for this path.

The third is to integrate into life and occupy the mind.

The integration of brands and consumer lifestyles is a prominent feature of this path. More than 50% of consumers take the initiative to learn about brand history. Consumers seek the integration of personal values and brand concepts, and shopping has become a way for consumers to express their own life philosophy.

Brand interaction and intersection are important drivers of consumer shopping in this pathway. Brands should actively create immersive and interactive experiences through omni-channel and multi-platform to better integrate into consumers' daily lives. High-income, taste-conscious high-net-worth individuals are typical of this group.

Summary. The scale of luxury consumption by Chinese consumers, the total global consumption of luxury goods, and the scale of luxury consumption in China. With the continuous development of China's economy and the gradual improvement of people's living standards, the luxury market has grown rapidly, and the luxury industry has developed rapidly in China.

The scale of Chinese consumers' luxury consumption fees, the total global consumption of luxury goods, and the scale of luxury consumption in China's Jingshendan. With the continuous development of China's economy and the gradual improvement of people's living standards, the luxury market has grown sharply, and the luxury industry has developed rapidly in China.

According to the nationality of consumers, from 2015 to 2019, the scale of global luxury consumption of Chinese consumers showed an upward trend, and in 2020, due to the impact of the epidemic, it decreased to about 59 billion to 63 billion euros, but Bain expects that Chinese consumers' luxury consumption will soon recover, reaching 150 billion to 180 billion euros in 2025.

In 2020, the total global luxury consumption was about 217 billion euros, and the proportion of China's domestic luxury market in the total global luxury consumption jumped from 2019, and the total global luxury consumption is expected to reach about 330-370 billion euros in 2025, and the Chinese domestic market is expected to become the world's largest market.

My view is that although the scale of global luxury spending by Chinese consumers has been declining in 2020, the scale of domestic consumption has increased significantly. According to Bain & Company's data, in 2020, the scale of domestic luxury consumption by Chinese consumers has exceeded 40 billion euros, accounting for more than 70% of the total domestic and overseas consumption scale from 32% in the previous year to more than 70%, reaching a peak, and it is expected that the proportion will decline in the future, about 55% in 2025 as the situation returns to normal.

In 2021, the reasons for the increase in consumer consumption in Chinese mainland are insignificant, due to the passive return of the epidemic, the proportion of consumption that chooses to rise within the poor environment will reach 34%; Due to the improvement of shopping conditions in the mainland, 38% of consumers chose to spend in the mainland, of which 72% of consumers said that the shopping channels in Chinese mainland were more convenient, and 67% said that the mainland had rich products and improved services. However, only 28% of consumers actively choose the mainland market for their first purchase (i.e. active growth). It can be seen that the return of consumption is the main reason for the contrarian growth of China's mainland luxury market.

No. The luxury industry encompasses the top and most high-end products in many industries, and is a collection of high-end goods. At present, China has formed a complete industrial chain of raw materials and design, luxury manufacturing, and luxury circulation.

However, due to the lack of high-end goods in China, the mainstream luxury goods in the market are currently occupied by foreign brands, and Chow Tai Fook is the only Chinese brand in the top 10 in Deloitte's 2018 Global Luxury Brand List. At present, the circulation of luxury goods is still dominated by offline models, while high-end shopping mall counters still occupy the mainstream, which is recognized by the majority of consumers, and is also an important place for luxury goods to enter China.

There are a wide range of products covered, and the requirements for raw materials are high.

Luxury is the highest, top-of-the-line, and most scarce portfolio of products in a wide range of industries, encompassing numerous industries and their products. From the moment the concept of "branding" was proposed, the luxury industry began its development process. The luxury industry chain covers upstream raw materials, design, preliminary processing and other industries; The midstream is the manufacturing link of luxury goods, covering top brands and products in various industries such as fashion, pearl hall and landbao, accessories, yachting, cosmetics and so on.

At present, the mainstream sales methods include high-end shopping mall counters, comprehensive department store counters, direct-operated stores, and exhibition sales.

Due to the particularity and scarcity of the demand for raw materials in the luxury industry, the upstream raw materials have full bargaining power, and many high-end luxury goods will add gimmick elements to the raw materials when publicizing to increase consumers' recognition of their brand value. In China, the main industries that provide raw materials for luxury goods are the textile industry, the tanning industry and the first-class processing industry, and the main enterprises are Juli Chemical, Xingye Technology, Shandong **, etc.

The day-to-day work of luxury sales includes, but is not limited to, the following:

Understand the product: Luxury sales need to understand the products they are responsible for, including the brand, history, characteristics, materials, craftsmanship, etc. It takes time to learn and maintain a keen eye for the market, understanding trends and customer needs.

Receiving customers: Luxury sales require constant contact with customers, understanding customer needs, and providing professional advice and services. They need to host guests in-store or connect with customers through multiple channels, including email, and social.

Maintaining customer relationships: Building long-term relationships with customers is one of the most important tasks in luxury sales. Salespeople need to keep in touch with customers in a variety of ways, understand their needs, provide the best quality service, and actively seek out new customers.

Selling products: The ultimate goal of luxury sales is to sell products, and they need to understand the needs of customers, provide professional advice, and assist customers in making purchasing decisions. In the sales process, it is necessary to patiently answer the questions raised by customers and provide customers with the best shopping experience.

Financial management: Luxury sales need to be responsible for the day-to-day financial management of the store, including counting sales, managing inventory, making budgets, monitoring costs, etc. Proficiency in the use of various tools such as computers and mobile phones is required.

It is important to note that luxury sales require good etiquette, excellent communication skills, and negotiation skills, as well as maintaining a good mental state to cope with various challenges at work.

The surface gives people a glamorous feeling, and there are some benefits that outsiders can't get, such as internal purchases. But it's more hard, now even luxury goods are a serious shortage of people, two people at the same time to take care of a few hundred square meters is also common, not only for sales performance, luxury management is also very strict, it is a good thing to be able to eat, not to mention the luxury of eating on time. You are the busiest when others are on vacation, and you have no money to earn when others are busy at work, not to mention the luxury goods in recent years.

A girl like a hemp pole also has to wrap up a large box weighing dozens of pounds, all kinds of **, weekly, monthly, and summary in the store, and some store managers just don't care at all, catching up with the inventory, store celebration, and holiday 100-meter sprint scene is no less than Liu Xiang. There is also a part of the intrigue and the situation of standing in line with the sales, which is basically to be able to be civil and martial. In short, a payout is a return, sales is a wide entry and strict exit industry, but as long as you can endure hardships and have perseverance, you can still do it.

Our basic salary is less than 8,000, plus store commissions and personal commissions, an average of 156,000 a month. The sales revenue of different brands at the same level is about the same. In addition to standing in the store to sell goods, the daily work includes but is not limited to tally and make reports, unpacking points, entering orders and warehousing, etc.

I was basically busy from morning to night, working for 36 hours at a time, and I was in the hospital the next day.

We go to work to sell luxury goods, and we go shopping after work**; As for the Internet celebrities, they sell ** at work and buy luxury goods after work. In this line of work, you can theoretically be promoted to management, but often the company will directly parachute in the leader, so the promotion space is a bit in name only. Now I won't be like before, and some stores don't even dare to enter.

I feel that these expensive luxuries are just daily necessities for people of different levels. I look down on the material and everything, and I kind of see through the meaning of the red dust.

Many people think that we are snobbish and watch the dishes, but in fact, we treat our customers equally. The first reason is that there will be"mr. shopper"of surprise visits.

Basically every brand in the luxury industry will have this kind of mystery visitor program, they will score the store and sales, and if the score is low, it is difficult to say the year-end bonus. The second reason is that many rich people can't see it at a glance, and there are many people who dress brightly but don't buy things.

Being physically tired is nothing. The hardest part of selling luxury goods is maintaining relationships with customers. We privately joked that we were sisters and sisters standing on the street, always on standby, because when repeat customers came, they wanted to look for you, and you had to rush back to the store no matter what you were doing.

We have a customer who has only been to the store once, but since then he has been selling everything for delivery.

People who want to buy will buy it, but most people just come to see and shop. It's really worrying to sell a brand that is covetous but hard to consume. The training mechanism is estimated to be similar to selling a car, and the daily estimate can also refer to the sales of selling a car, which is something that you covet.

We also need to learn a lot of professional knowledge in various fields, and we must have a wide range of knowledge, such as what real estate, **ah, we must understand some, so that we can communicate with customers. We usually add customers and friends, send new product information to customers from time to time, and like and comment on their circle of friends; When I see a topic that I can talk about, I will try to communicate with customers in private messages. But if the customer doesn't reply within half an hour, I know I can't bother him with private messages anymore.

The main consumer group of luxury goods in Europe and the United States is the middle class aged 40 to 60, while in the East this group is more than ten years younger, mainly young upstarts around 30 years old. In China, with an average monthly income of between 5,000 and 50,000 yuan, highly educated and high-income people aged 25-40 are the main force of luxury consumption in China. The average consumption of luxury goods in the world is about 4% of personal wealth, while some Chinese consumers, especially young people, use 40% or more to pursue luxury goods.

The Japanese woman of the last century discovered the luxury consumption frenzy, and then developed Japan into the world's largest luxury market, accounting for 47% of the global market share. Now, they're finding the same craze in young people in China, which has become the next gold mine for luxury.

Understanding the psychology and behavior of luxury consumption can bring great returns, more professional data and information, it is recommended that you find a professional luxury management company in China to consult. In order to get your reward points, I just helped you find a company on the Internet - Northnord Enterprise Management Company, through the information of ** shows that they are a company specializing in luxury management and training, and there are many big brands that have cooperated with them, which seems to be quite professional.

Luxury goods are defined internationally as "a kind of consumer goods that exceed the scope of people's survival and development needs, and have unique, scarce, rare and other characteristics", also known as non-necessities. In economics, luxury goods refer to the products with the highest ratio of value to quality. From another point of view, luxury goods refer to products with the highest ratio of intangible value to tangible value.

In the English dictionary, luxury is luxury, a Latin word that originally meant "great fertility", but later evolved into waste and intemperance. Most European languages have absorbed the concept and, more precisely, to describe aspects of the way of life that are spent more than necessary in the production and use of various goods.