This year, China’s luxury e-commerce market has also seen several major events: In June, JD.com spent US$397 million to become the major shareholder of British luxury e-commerce platform Farfetch; in August, Alibaba launched a virtual APP Luxury exclusively for luxury goods Pavilion; on September 22, the first luxury e-commerce Chinese concept stock “Secoo.com” was listed on Nasdaq; in October, JD.com launched Toplife. Now, data from Buy email list almost all well-known market research institutions in the world suggest:
"China's luxury market is about to explode! China is about to become the world's largest luxury market!"
What is the status of the luxury e-commerce market? What should luxury e-commerce do? Who can take the lead in Alibaba Jingdong? This article will take Toplife as an example, and make a brief analysis from six aspects : market environment analysis, luxury e-commerce pain point analysis, Toplife commodity analysis, product structure diagram, competitive environment, and research suggestions , to help you quickly understand the luxury e-commerce market.
1 Market environment analysis
The global luxury e-commerce market in 2016 was around 260 billion , of which 1/3 ( 90 billion ) were purchased by Chinese consumers, and 2/3 ( 60 billion ) of the 90 billion occurred overseas.
From the perspective of categories , the luxury goods that Chinese consumers mainly buy are watches, bags, clothing accessories, beauty and personal care, electronic products, shoes and boots, jewelry, wine, and household goods (in order of category transaction value).
From the perspective of purchase channels , Chinese consumers currently mainly have four ways of overseas offline purchases, domestic offline purchases, overseas purchasing agents, and e-commerce websites . The penetration rate of e-commerce purchases is o