中文版寺库X腾讯2018奢侈品电商白皮书英文

Devoted To You

PART 1 Journey of Luxury Buyers to Move up CONTENTS

PART 2 Analysis of Brand Marketing

PART 3 Appendix

Profiles of Online Luxury Buyers

PART 1

Delicate Piggy Girls

Trendy Cool Men

New Rich

New Middle Class

04Profiles of Online Luxury Buyers

Luxury-buying patterns

The annual purchase frequency is 5.7, and the Average Purchase Value is RMB 5,000; the categories bought on Secoo are concentrat-ed in makeups/fragrance/bags, and the demand for buying more expensive luxury items has not yet begun/not yet moved to online channel

Opinions towards buying luxury

They are interested in everything about luxury, and are used to buying them after doing a lot of research; their habits in buying different categories vary significantly: on the one hand, they can accept low prices products; and on the other hand, they can also buy luxury items to reward themselves

Hobbies

In addition to mainstream hobbies (gaming/recreation & entertain-ment/eating), they are also fanatic about looking better, and are very interested in various types of professional beauty, skin care, and losing weight stuff

Social preferences

They like to make friends and share information with others. They are very good at social networking. Meanwhile they are also passion-ate about luxury goods, and are willing to share and spread informa-tion about them. They are a core group for future marketing campaigns about luxury goods

Content preferences

They closely follow hot spots, and are at the forefront of entertain-ment and lifestyle information. They have a strong interest in entertainment gossips, and like to look for the latest entertainment contents as well as information about play and enjoyment; they are loyal viewers of hot TV series, animations and variety shows

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Profiles of Online Luxury Buyers

Luxury-buying patterns

A high proportion of them are buyers of expensive goods, their annual purchase frequency is 4.8 times, and their Average Purchase Value is RM

B 11,000; the luxury goods they bought are mainly articles for men (e.g. menswear, sports items, and watches)

Opinions towards buying luxury

They put their interest first. The luxury categories they are interested are highly concentrated, including menswear as well as sports shoes and clothes

Hobbies

They are aficionados of gaming, cars, and ball games, and are knowledgeable almost about everything

Social preferences

They do not enjoy social networking. They like to keep to themselves, and don't like to share information with others or spread information to others. They prefer to interact with those of the same aura in a smaller circle

Content preferences

They like to read more specific contents, but don't like to share or spread them; they are attracted to contents such as technology, military and international news