The Rise Of Fast Hand And The Sinking Of Luxury Goods

Liu YuanJu, a researcher at Shanghai Institute of Finance and law

    Louis Vuitton (LV) successfully carried out the first water test on the express platform, and the success was not accidental.

First of all, with the development of China's economy, the actual audience of luxury goods is expanding and sinking. Today, China's GDP has broken through 100 trillion yuan, and the per capita GDP stands at 10000 US dollars. According to the data of China family finance survey of Southwest University of Finance and economics, the adult population of middle class in China may be close to 300 million. This population size has already spilled over the big city, outside the big city, has become the new blue ocean of brand marketing.

In November 2019, Deloitte and Siku, an e-commerce luxury platform, released a research report on China's luxury incremental market. According to the report, the third tier cities in Xinjiang, Yunnan and Tibet, as well as the third tier cities in Gansu and Guizhou, ranked the top 10 in terms of annual purchase frequency, number of repeat customers and three or more consumption. A typical representative is Shihezi, Xinjiang, which ranks first among repeated purchases and more than three purchases.

At the same time, the image of fast hands is going up. In fact, before Louis Vuitton, the unit price of luxury customers on Express has increased from 3000 yuan to 10000 yuan, which indicates that the audience composition of express has changed greatly and has the ability to undertake luxury brands.

As we all know, fast hand has the form of private traffic. The relationship between the anchor and the fans, and between the fans and the fans is closer, with the nature of "family". Trust and emotional communication means stronger grass planting and transformation ability. More importantly, the essence of luxury is social. People buy expensive bags and watches, in essence, not to put things and watch the time, but to show their own signals, improve their social status, so as to obtain self satisfaction. This effect is mainly played in their own social circle. From this perspective, the utility scope of luxury goods coincides with the social scope formed by fast hands. Therefore, it is more "drag effect". When an "old iron" purchases, other "old iron" will also follow. When the community atmosphere rises, the brand not only completes the sales, but also is empowered by the community atmosphere, and its popularity, acceptance and reputation will be improved.

Therefore, private domain traffic becomes the last link of the whole logic chain. Fast hand, not only the realization of the brand, but also empowers the brand. Behind LV and fast hand, there are economic development, individual happiness, and the rise of enterprises. These micro and macro factors eventually constitute one of the countless Chinese stories that are happening.