Taobao data: Online luxury goods industry analysis report

Taobao.com released my country's first "Online Luxury Goods Industry Analysis Report", which shows that overseas purchasing has achieved a comprehensive expansion from luxury goods to health products, beauty products and even daily necessities, with the transaction volume of luxury goods increasing at a rate of 100% per year. In 2011, the market size reached 15 billion yuan, and it is expected that the transaction volume of the national luxury goods e-commerce market will exceed 20 billion yuan in 2012.

Oriental Daily reporter Zhu Guoyan

Hermès bag worth 388,000 yuan

It was sold out in seconds after it was put on the shelves

The report provides a detailed analysis of the brands with the highest transaction volume, product distribution characteristics, and buyer behavior analysis of luxury goods purchased through Taobao Global Shopping. The results show that as of April 2012, the average number of visitors to Taobao Global Shopping Channel exceeded 200,000 per day, and an average of 1.8 million people browsed Global Shopping products every day.

The highest unit price of goods in the Global Shopping channel is as high as 1.68 million yuan, and the transaction volume of luxury goods has increased by 100% every year. For example, on the day of Taobao's "Everyone Crazy Grabbing" event in December 2011, the total transaction volume on the day of Global Shopping was 148 million yuan, and the highest transaction volume was 388,000 yuan for a limited edition Hermès bag that was immediately sold after it was put on the shelf.

Data shows that the prices of international brands such as LV, GUCCI, PRADA, and CHANEL purchased on Taobao are 70% to 80% of the prices at domestic counters, so they are favored by domestic consumers. Data also shows that among the first-level categories of goods in 2011, the top three in terms of cumulative sales are women's clothing, watches, milk powder, and nutritional products. Among them, luggage and leather goods, women's bags, men's bags, women's clothing, and men's clothing have become the fastest growing categories in global shopping in 2011.

The United States, Japan and Hong Kong have become popular purchasing destinations

The person in charge of the global shopping channel said that overseas luxury goods purchases mainly include five categories such as clothing, luggage, jewelry, watches, and cosmetics, while imported goods are mainly divided into fast-moving consumer goods such as food, mother and baby, digital products, and small household appliances.

In terms of products, the growth rate of merchants such as popular watches, cosmetics, perfumes, beauty tools and mobile phones is relatively large. Since watches, perfumes and mobile phones are standardized products, consumers have fewer concerns when purchasing, the shopping process is smooth, and the risk of returns and exchanges is also reduced. The upgrading of tablet computers, digital products and other products has also prompted a large number of 3C sellers to emerge.

Currently, the countries and regions with the highest number of overseas purchasing products are the United States, Japan and Hong Kong, China. The total number of products from these three places accounts for more than two-thirds of the total number of overseas purchasing products.

Overseas purchasing agents from Canada, Germany, France, Italy and other places have become rising stars and are developing rapidly.

Purchased goods from Germany account for 4% of the total number of overseas purchased goods, and purchased goods from France and Australia account for a combined 4%.

In addition, the report also points out the different product characteristics of each country. Overseas purchasing sellers in the United States mainly purchase digital products, while sellers in France mainly purchase perfumes. As New Zealand and the Netherlands have the advantage of being milk sources, the level of sellers of maternal and child products, milk powder and complementary foods is much higher than other regions.

At the end of last year, McKinsey, an internationally renowned consulting firm, released a report titled "The Rise of China's Luxury Market". The report pointed out that China's luxury consumption reached 80 billion yuan in 2010 and is expected to reach 180 billion yuan in 2015, of which e-commerce has made a huge contribution.

The "White Bone Demon" in Beijing, Shanghai and Hangzhou loves to buy big brands

The survey shows that among the users of overseas purchasing agents, buyers from Shanghai, Beijing and Hangzhou are ranked the top three, and most of these consumers are highly educated. People with bachelor's or college degrees account for 80%, and consumers with postgraduate degrees or above account for 13.4%, and there is a trend of continuous growth.

White-collar and even gold-collar groups have a high degree of awareness of the Internet, and with higher incomes, they have become the main user groups of global shopping. This shows that overseas purchasing buyers are truly "white-bone spirits" (white-collar, backbone, elite groups).

Taobao data shows that buyers who like overseas purchasing are mostly women from big cities. They are high-income earners and have a fanatical pursuit of big brands. Although their number accounts for only 9%, the purchase amount accounts for 41% of the total transaction volume. These "big brand lovers" have become the backbone of Taobao's overseas purchasing channel.

Taobao's survey data also shows that among China's wealthy families, those with an annual income of 300,000 to 1 million yuan have become a consumer group that cannot be ignored. This group is growing at a rate of 15% per year.

Currently, there are about 2.3 million Taobao users who have made overseas purchasing purchases. In terms of gender, the ratio of male to female buyers is 3:7, while among active buyers, the ratio of male to female is 2:8. It is obvious that female consumers prefer to shop online for their favorite foreign products.