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市場調查報告書

全球高級B2C 電子商務市場概要

Global Luxury B2C E-Commerce Snapshot 2014

出版商 yStats.com GmbH & Co. KG 商品編碼 311563
出版日期 內容資訊 英文 75 Pages/Charts
商品交期: 最快1-2個工作天內
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全球高級B2C 電子商務市場概要 Global Luxury B2C E-Commerce Snapshot 2014
出版日期: 2014年08月28日 內容資訊: 英文 75 Pages/Charts
簡介

全球奢侈品消費者的10%以上在線購買奢侈品,生成B2C網路貿易銷售額的個位數後半。銷售額急速成長,更多的奢侈品消費者及高級品牌從線上零售獲得利益。至2019年全球奢侈品銷售額總額中,B2C 電子商務的佔有率預計成長到一半以上。

本報告提供全球高級B2C 電子商務市場相關調查、全球、地區以及各國的市場分析、銷售額和佔有率、用戶和購買客人,及企業相關分析彙整,為您概述為以下內容。

第1章 經營管理摘要

第2章 全球市場概要與趨勢

  • 高級B2C 網路貿易市場概要與趨勢
  • 高級B2C 網路貿易銷售額
  • 奢侈品在B2C 網路貿易銷售額全體中佔的佔有率
  • 高級B2C 網路貿易銷售額預測
  • B2C 網路貿易在奢侈品零售整體中的佔有率
  • B2C 網路貿易在奢侈品零售整體中的佔有率:全球、各新興市場的比率
  • 購買前研究線上購買的高所得的奢侈品消費者,在高所得的奢侈品消費者中佔的佔有率:成熟、各新興市場
  • 影響奢侈品高級決策的要素,奢侈品消費者比率
  • 線上購買奢侈品的理由,高所得的奢侈品消費者比率
  • 線上購買奢侈品時的障礙,不在線上購買的高所得奢侈品消費者比例、其他

第3章 全球的企業概要

  • 前五大個人用奢侈品企業B2C 網路貿易流通管道概要
  • 高級品牌網站的線上流量明細:各品牌
  • 高級私人消費俱樂部概要:各主要國家
  • YOOX Group簡介
  • YOOX Group的連合收入淨額,對前一年變動率
  • Net-a-Porter簡介
  • Net-a-Porter Group的收益,對前一年變動率
  • Neiman Marcus簡介
  • Neiman MarcusGroup的B2C 網路貿易銷售額

第4章 地區、國家分析

  • 奢侈品的調查、購買利用的流通管道,奢侈品消費者比率
  • 線上奢侈品購買的各流通管道明細,奢侈品的網路消費者比率
  • 含線上,發現新奢侈品的方法,富裕階級消費者比率
  • 主要線上購買奢侈品的奢侈品消費者的佔有率
  • 喜歡在線上購買奢侈品的奢侈品消費者的佔有率,中國當地、香港的比例
  • 線上購買的奢侈品,奢侈品消費者比率
  • 線上購買奢侈品的障礙,奢侈品消費者比率
  • 奢侈品的主要資訊流通管道及主要社群媒體行銷流通管道,奢侈品消費者比率
  • B2C 網路貿易在零售奢侈品整體零售中的佔有率
  • 奢侈品的購買方法,奢侈品消費者比率,重度買家、輕度買家、其他
目錄
Product Code: 1102

Luxury Brands Late in Adopting Online Sales Channel

The latest publication of Hamburg-based business intelligence organization yStats.com "Global Luxury B2C E-Commerce Snapshot 2014" reveals that even while the global B2C E-Commerce market was booming, few luxury brands were quick to embrace this sales channel. As a result, growing luxury E-Commerce revenues have gone to those companies filling in the gap: online and multi-channel retailers and flash sales sites. However, this status is gradually changing as the leading luxury brands increasingly establish their own E-commerce presence.

Worldwide, more than 10% of luxury consumers make their high-end purchases online, generating a high one-digit figure in EUR billion of luxury B2C E-Commerce sales. Sales are growing rapidly, as more luxury shoppers and luxury brands embrace the benefits of online retail. By 2019, the share of B2C E-Commerce on total luxury sales worldwide could grow by over a half.

The impact of B2C E-Commerce on the luxury market is still felt mostly in advanced economies, where the share of online retail on luxury market reaches double-digit figures in some countries, such as Germany and the UK. However, emerging markets such as Brazil, China, India and Russia, are forecasted to bring the largest share of growth. Consumers in these countries are already researching luxury products before making a purchase over the Internet more than the consumers in mature markets.

Moreover, selected emerging markets seem to be among the leaders in terms of luxury shoppers embracing mobile and social commerce. By share of luxury shoppers making purchases of high-end goods via smartphones and tablets, Brazil is even ahead of such mobile leaders as South Korea and the USA. As for social media engagement, over half of luxury consumers in China and Brazil follow their favorite luxury brands on social networks, and in China, social media is one of the most important channels for information about new luxury products.

Luxury brands are yet to tap the potential of online markets in some emerging countries. For example, in 2013 only a tiny percent of top luxury brands mentioned Middle East as their market on their website or translated the site to a language of the region. Even a smaller share of them offered shipping to this region, despite the known high demand for high-end goods in the Middle East. Similarly, only one in six top luxury brand websites invested into advanced translation of the online content into Russian and a similar small share offered international shipping to Russia, with the majority thus disregarding the potential of the booming cross-border B2C E-Commerce sales there.

Major Luxury Players Online

Overall, not even the largest international luxury companies have fully exploited the B2C E-Commerce potential. The two global leaders, LVMH and Richemont have direct E-Commerce operations only for some of their brands and offer shipping to a limited number of countries. Some other major brand players, such as Estee Lauder and Luxottica Group report growing revenues in the online segment and are gradually expanding their E-Commerce channel.

Meanwhile, the major online pure-play and multi-channel luxury specialists have been rapidly increasing their B2C E-Commerce revenues in recent years. Online luxury retailer YOOX Group which operates multi-brand and powers mono-brand shops of many luxury companies, saw a compound annual growth rate in revenues of over 30% between 2009 and 2013. Another pure-play, multi-brand luxury retailer Net-a-Porter, a subsidiary of Richemont, has seen growth of over 50% over the same period. Another sign of success of online retail is that luxury multi-channel retailer Neiman Marcus breached the 1 billion dollar mark in online sales in 2013.

In addition to the growing web presence of the luxury brand houses and online retailers, another group of players with increasing importance is the private luxury shopping clubs that offer luxury goods online at discounted prices through flash sales accessible to their members only. Worldwide, there are many examples of such companies, such as Beyond the Rack and Editor's Closet in North America, Privalia in Latin America, Vente Privee and Amazon Buy Vip in Europe, Reebonz and Glamour Sales in Asia-Pacific and MarkaVIP and Runway [Sale] in the Middle East and Africa.

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Table of Contents

1.Management Summary

2.Global Market Overview & Trends

  • Overview of Luxury B2C E-Commerce Market and Trends, 2014
  • Luxury B2C E-Commerce Sales, in EUR billion, 2012 & 2013e
  • Share of B2C E-Commerce on Total Sales of Luxury Goods, in %, 2013e
  • Luxury B2C E-Commerce Sales, in EUR billion, 2012, 2013e & 2018f
  • Share of B2C E-Commerce on Total Luxury Retail, in %, 2013e & 2018f
  • Share of B2C E-Commerce on Total Luxury Retail, by Global and Emerging Markets, in %, 2013
  • Share of High-Income Luxury Consumers Researching Purchase Online Before Purchasing, in % of Luxury Consumers, by Mature and Emerging Markets, April 2013
  • Breakdown of Last Luxury Purchase by Purchase Channels, incl. Online, in % of High-Income Luxury Consumers, by Mature and Emerging Markets, April 2013
  • Factors Influencing the Luxury Purchasing Decision, in % of Luxury Consumers, 2013
  • Reasons to Buy Luxury Online, in % of High-Income Luxury Consumers, April 2013
  • Barriers to Buying Luxury Online, in % of High-Income Luxury Consumers who Do Not Buy Online, April 2013
  • Share of Pure Online Shoppers on Total Luxury Consumers, in %, by Selected Countries, 2013
  • Breakdown of Channels Most Used to Purchase Luxury Goods, incl. Online, in % of Luxury Consumers, by Selected Countries and Total, 2013
  • Breakdown of Use of Digital Channels Beyond Purchasing, in %, by Age Group, 2013
  • Luxury M-Commerce Trends, 2014
  • Smartphone and Tablet Penetration on Affluent Consumers, in %, by Selected Regions, 2012 & 2013
  • Share of Mobile Shoppers on Total Luxury Consumers, in %, by Selected Countries, 2013
  • Social Media Trends in Luxury B2C E-Commerce, 2014
  • Share of Luxury Consumers whose Purchase Decision is Influenced by Word of Mouth, by Physical Word of Mouth and Social Media, in %, by Selected Countries, 2013
  • Share of Luxury Consumers who Follow Luxury Brands on Social Networks, in %, 2013
  • B2C E-Commerce-Related Investment Priorities, in % of Luxury Retailers, September 2013

3.Global Players Overview

  • Overview of B2C E-Commerce Channel of Top 5 Personal Luxury Goods Companies, 2014
  • Breakdown of Online Traffic to Luxury Brand Websites, by Brands, in %, January - October 2013
  • Overview of Luxury Private Shopping Clubs, by Selected Countries, August 2014
  • Profile of YOOX Group, August 2014
  • Consolidated Net Revenues of YOOX Group, in EUR million, and in % Year-on-Year Change, 2009 - 2013
  • Profile of Net-a-Porter, August 2014
  • Revenues of Net-a-Porter Group, in GBP million, and in % Year-on-Year Change, 2009 - 2013
  • Profile of Neiman Marcus, August 2014
  • B2C E-Commerce Sales of Neiman Marcus Group, in USD million, 2012-2013 & Q1-Q3 2014

4.Regional & Country Insights

  • Used Channels to Research and Purchase Luxury Products, in % of Luxury Consumers, April 2013
  • Breakdown of Online Luxury Purchases by Channel, in % of Luxury Online Shoppers, April 2013
  • Ways to Discover New Luxury Products, incl. Online, in % of Affluent Consumers, Q1 2013
  • Share of Luxury Consumers who Buy Luxury Goods Mainly Online, in %, 2013
  • Share of Luxury Consumers Preferring to Buy Luxury Goods Online, in %, by Mainland China and Hong Kong, 2012 & 2013
  • Share of Luxury Consumers Preferring to Buy Luxury Goods Online, in %, by Mainland China and Hong Kong, 2012 & 2013
  • Luxury Products Purchased Online, in % of Luxury Consumers, 2013
  • Barriers to Purchasing Luxury Online, in % of Luxury Consumers, 2013
  • Top Information Channels and Top Social Media Marketing Channels for Luxury Goods, in % of Luxury Consumers, 2013
  • Share of B2C E-Commerce on Total Luxury Retail, in %, 2013
  • Ways to Purchase Luxury Goods, in % of Luxury Consumers, by Heavy Buyers and Light Buyers, 2013
  • Attitude to Mobile Apps in Luxury Shopping, in % of Luxury Consumers, by Heavy Buyers and Light Buyers, 2013
  • Share of B2C E-Commerce on Total Luxury Retail, in %, 2013
  • Share of Luxury Consumers Purchasing Luxury Online, in %, 2013
  • Devices Used to Research Luxury Goods Online, in % of High-Income Luxury Consumers, April 2013
  • Share of Global Luxury Brand Websites with Arabic Content, by Category, in %, 2013
  • Share of Global Luxury Brand Websites with E-Commerce Function Offering Shipping to Middle East, in %, 2013
  • Share of Top Luxury Brand Websites Offering Website in Russian Language, in %, July 2013
  • Share of Top Luxury Brand Websites Offering International Shipping to Russia, in %, July 2013
  • Share of B2C E-Commerce on Total Luxury Retail, in %, 2013
  • Ways to Purchase Luxury Goods, in % of Luxury Consumers, 2013
  • Destinations for Purchasing Luxury Goods, in % of Luxury Consumers, 2013
  • Devices Used to Research and Buy Luxury Products Online, in % of Luxury Consumers, 2013
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