Looking at China's second-hand luxury goods market from the second anniversary of Milan station sales - E-commerce platform

Looking at China's second-hand luxury goods market from the second anniversary of Milan station sales - E-commerce platform

Luxury e-commerce climbed against the market

Recently, with the implementation of the eight central provisions and opposition to extravagance and wasteful measures, the consumption of public funds has been strictly controlled. The booming development of the luxury goods market in Mainland China has declined significantly over the past few years. Some luxury brands have also temporarily slowed down. China's expansion plan. However, the public's pursuit of luxury brands and their sense of ownership have not declined. Under this ideology, the development of luxury e-commerce has been stimulated. Data show that the recent luxury e-commerce business has shown an adverse market growth and is gradually becoming a domestic user. Buy new channels for luxury goods.

The reason is that on the one hand, online sales are not subject to geographical restrictions, as long as customers fancy goods, click on the payment, you can wait for logistics delivery; on the other hand, the e-commerce website offers more preferential activities, online shopping has obvious The price advantage. This makes the consumption space of shopping groups in second-tier and third-tier cities grow significantly. Domestic luxury brand sales are concentrated in only a few first-tier cities. In recent years, the living standards of second- and third-tier cities have skyrocketed and luxury consumer demand has grown. As a result, major luxury goods websites have become their new favorite.

Milan station second-hand luxury goods e-commerce leader again

At present, Gucci, Giorgio Armani e-commerce platform has landed in China; Ferregamo has signed cooperation agreements with a number of luxury e-commerce companies in the past three years, and has established three officially authorized e-commerce websites in China. After the operation, its online sales all the way bullish; HUGO BOSS's China self-operated online shop has officially launched in February this year.

As the leader of the second-hand branded store, Milan Station also established an e-commerce platform at the end of 2012. Unlike other brands of e-commerce, as a second-hand commodity, Milan needs to have a very important difficulty in terms of Internet marketing and user acceptance.

Prior to Milan's station, the domestic market had seen e-commerce platforms for consignment of second-hand luxury goods. However, with the rise of various types of luxury discount e-commerce, the second-hand market was once compressed, and it was repeatedly suspected that the market was in mainland China. The possibility of existence. With the official launch of the Milan station e-commerce platform, this suspicion has also been accompanied by nearly four months. However, this doubt was completely dispelled in May. With the opportunity of listing for the second anniversary, Milan Station launched the special offer mentioned above and received unexpected user feedback. As a leader in second-hand designer handbags, Milan Station started to enter the Red Sea.

It can be foreseen that the Milan station e-commerce business is likely to become a new bright spot for the Milan station to enter the mainland, its success stems from the deep accumulation of the second-hand brand handbags established by Milan on the market, but also the name of "authentic guarantee" in Milan station. .