Photo = Baidu capture
“Is there a real discount for Rolls-Royce tools (joint purchase)?”, “Can I buy it now?”
On the 15th, a netizen who saw the Rolls-Royce tool page on the famous Chinese shopping application’Pindu Doo’ sent a message to the seller and inquired like this. Upon receiving the inquiry message, the seller immediately responded with “Yes, it is available for purchase”. The automobile brand on Pindoudo is Rolls-Royce, which is said to be a world class car. For the EWB2020 model on sale, it is an expensive car with an official price of 10.68 million yuan (about 1.87 billion won).
Photo = Baidu capture
“Rolls-Royce, buy 200 million won cheaply”… 100,000 people flock
Pinduo recently set a joint purchase price of this model at 9.46 million yuan (about 1.6 billion won) and started selling in a way that gives buyers a subsidy of 1.22 million yuan (about 260 million won). You can participate in the tool by paying a reservation fee of 99999 yuan (about 17 million won), and more than 100,000 reservations were gathered, and the order was quickly brought together. Weibo, China’s largest social network service (SNS), also attracted attention to the extent that 300 million people viewed tool news.
Rolls-Royce is a British royal family professional ceremonial vehicle, a world-class brand that boasts a’sassy’ as high as its reputation. It is known that the pride of the company is so great that world famous people such as Elvis Presley, famous actor Marilyn Monroe, and former US President Eisenhower were rejected for purchase.
This Rolls-Royce tool in a shopping app? It is a little unfamiliar scenery.
The Rolls-Royce side said, “I already know,” and said, “It’s not related to the Rolls-Royce company because it’s the work of the Pinduo platform and the agency company.” “As long as it doesn’t damage the interests of consumers and the image of the Rolls-Royce brand, I think that the e-commerce companies’ different promotions and sales strategies are okay.” It is an atmosphere that thinks about tool events less than expected.
Photo = Baidu
This year’s luxury goods market, sales of 58 trillion are expected… ‘Strong’
Recently, the Chinese automobile market is showing a remarkable recovery trend after facing the shock of the novel coronavirus infection (Corona 19). According to the China Automobile Manufacturers Association, sales of Chinese cars in November reached 2.77 million units, an increase of 12.6% year-on-year. The spread of Corona 19 has subsided and it is showing a double-digit growth rate for the seventh consecutive month due to the impact of large-scale promotional events by automobile brands. In the meantime, consumption sentiment suppressed by Corona 19 also seems to have had an impact.
In fact, in recent years, as China quickly escaped from the corona 19 crisis, private consumption is reviving. In the first half of this year, retail sales in China continued to decline due to the blockade caused by Corona 19, but turned into a plus since last September. Consumption is clearly recovering as the economy recovers from the second quarter of the year, and it is said that the luxury consumption of the wealthy in particular is rapidly increasing. This is because Chinese’big hands’ are turning their eyes to domestic luxury shopping as the way to travel abroad was blocked due to the corona 19 effect.
According to management consulting firm Bain & Company, sales in the luxury goods market in China this year are expected to increase 45% year-on-year to $52.1 billion (about 570 trillion won). On the other hand, global luxury goods sales are expected to decrease by 23% to $25.74 billion (about 28.812 trillion won) during the same period, which is the first time since the global financial crisis in 2009. Bain & Company predicts that China will become the world’s largest luxury goods market within the next five years.
Photo = Baidu
China overcame Corona 19 quickly… Consumption sentiment exploded
The spending power of the big players in China is quite high. Not only Rolls-Royce, but also the world’s top three luxury brands such as Hermes, Chanel, and Louis Vuitton, as well as luxury homes, are boldly bought. The Hermes store in Guangzhou, which had been suspended due to Corona 19, recorded record sales of 19 million yuan (about 3.2 billion won) on the first day of reopening. It is said that a VIP guest has purchased a whopping 5 million yuan (about 844 million won). In addition, in Shenzhen, 54 apartments worth 9 billion won were sold in 3 hours.
As the purchasing power of the rich Chinese is greater than expected, high-profile luxury brands have recently abandoned their pride and started to meet eye level. This trend is accelerating as China’s overseas travel demand declines and sales decline. They entered online shopping malls that they had neglected so far, and introduced live commerce.
Luxury brands such as Louis Vuitton, Gucci, Valentino, and Saint Laurent have recently started selling products through live broadcasts in China and dedicated e-commerce channels. The number of cases of selling luxury goods using Wang Hong (influencer) is also increasing rapidly. We have avoided online channels for a long time because we are concerned that the online sales method will reduce the brand value and scarcity, but now it is indispensable.
In the case of Rolls-Royce, China is ranked as the second largest market after the United States. According to Rolls-Royce, last year, the company delivered a total of 5152 cars to more than 50 countries around the world, of which China’s sales accounted for 25%. As Rolls-Royce’s sales in China are steadily increasing, there is a prospect that it will soon be ahead of the US, the largest market. Considering this situation, Rolls-Royce’s tool event has become a’weak’ rather than a’poison’. From the standpoint of Rolls-Royce, there are observations that Pinduo, who had a tremendous sales performance, would not have been disgusting.
Reporter Jo Ara Hankyung.com [email protected]