This article comes from the WeChat public account: Yiyuguancha (ID: yiyuguancha ), Text / hachiko
The luxury industry is experiencing the coldest winter in history.
As the epidemic continues to affect the world, stores are closed, factories are closed, and Fashion Week is cancelled … The heart of the luxury landscape has been hit hard.
The first quarterly 2020 performance report disclosed by LVMH Group and Kering Group shows that the first two quarters of the global luxury goods giant’s revenue fell by 15% and 15.4% respectively. According to Bain Consulting data, the luxury market is expected to shrink by 15% -35% in 2020.
At this time, China, as a promising incremental market, has become a confectionery in the eyes of a lot of old blue blood luxury goods.
Bain Consulting data shows that global luxury goods sales reached US $ 310 billion in 2019, with China contributing 35%. In the “Spring Update of Luxury Research Report 2020”, China’s personal luxury consumption will increase to 50% of the world by 2025.
Bain official website
From entering e-commerce platforms such as Tmall and Xiaohongshu, to inviting celebrity celebrities, and opening live streaming to bring goods … The noble blue blood brand in the past changed the sense of distance in the past and went down the altar.
Luxury, as the most difficult area for e-commerce to leverage, although it has a broad potential market, can this live broadcast transformation that caters to consumers be successful?