Luxury Goods Enter The Network Digital Revolution

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Stepping into the Internet, luxury gradually enters the digital age.

Last year, luxury goods giants began to promote social networking sites such as Facebook, Twitt and YouTube.

According to survey data from the world luxury Research Association, 70% of affluent people are participants in social networking sites.

These richer online consumers may be 5% in the United States but account for 8% of the total sales of luxury goods, which is a force that can not be ignored.

They often communicate with each other and exchange information about luxury goods.

Social networking sites may dominate the spread of luxury brands in the future, and at the same time, they will develop into an unpredictable driving force to promote the dialogue between luxury brands and their consumers.

Traditional media are too much to attract consumers and bombardment consumers with excessive information. Social networking sites let consumers decide which brands and brands to focus on.

This feature of social networking will make it the fundamental and primary way of spreading luxury goods in the future.

Platform competition in the Facebook click through rate is 9 times Google.

Burberry has more than 660 thousand fans on Facebook. After that, they set up their own social networking site Artofthetrench.com.

"Nowadays, social networking sites are the most powerful tools for brands or companies to win the market."

Brand research expert, Emotional Branding Limited by Share Ltd CEO Mark Gby (Marc Gobe) also said.

In the past, luxury goods were used to influence consumers by advertisements.

Christine Caravo, the founder of retail companies, a Western powerhouse gift box, invested $100 on Google Google (Carebox). However, to his disappointment, Google's China confession only brought 34 hits in a few days, while in the same time, he spent more than 60 dollars on Facebook, and got more than 300 hits in Facebook.

Promotion of sharp weapons and frequent promotion of "limited" money

"Through the promotion and publicity of social media in China, we also cross the river by feeling the stones.

But after 3 months of trying, we found that the key word "limited products" is always popular among micro-blog.

Karen Tam, senior marketing manager in Harbour City, said.

On the eve of the Spring Festival, the first time she received the limited edition red envelope from LV flagship store in Harbour City, she was attracted by its design.

When Karen took a picture of the red envelope with iPhone and uploaded it to micro-blog, he did not expect that this post would win more than 20 comments and more than 60 reprints of fans in a short span of one day.

"Later, we published more limited information on micro-blog, such as Paul Smith's limited eraser.

Once posted, the post also received 25 forwarding and several comments.

When luxury goods are open to public communication and communication in social media, the words "limited", "only" and "special customization" are most popular.

Last year, a survey of luxury goods organizations showed that in 2009, 66% of luxury goods companies owned their own e-commerce websites.

As a luxury consumer, those who spend an average of 419 thousand dollars a year -- 48% of them use Facebook and 14% use Twitter.

Digital superiority consumer data support product development

Cheng Tiantian, a researcher on high-end consumer behavior in China, said that during the boom period, luxury brands believed they could ignore the collection and quality of consumer data.

Surprisingly, even the top luxury brands will lose their knowledge of consumers and strive to improve their consumption experience.

In the future, luxury brands begin to attach importance to the management and application of consumer databases, thereby giving timely and practical guidance to consumers.

According to a survey by the world luxury Research Association, 42% of wealthy consumers believe that "ranking and evaluation from trusted information sources" is the most important factor affecting their purchase decisions.