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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 tools page on the famous Chinese shopping app ‘Pindu Doo’ sent a message to the seller and asked like this. Upon receiving the inquiry message, the seller immediately responded with “Yes, it is available for purchase.” The car brand in Pindoudo is Rolls-Royce, which is said to be a world-class car. For the EWB2020 model for 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 cheap” … 100,000 people attend
Pinduo recently set a joint purchase price for this model at 9.46 million yuan (about 1.6 billion won) and began selling in a way that gives buyers a subsidy of 1.22 million yuan. yuan (about 260 million won). You can participate in the tool by paying a booking fee of 99,999 yuan (about 17 million won), more than 100,000 bookings were gathered, and the order was quickly completed. Weibo, China’s largest social networking service (SNS), also attracted attention as 300 million people watched news about tools.
Rolls-Royce is a professional ceremonial vehicle of the British royal family, a world-class brand that boasts an “embassy” as high as its reputation. The pride of the company is known to be so great that world famous people such as Elvis Presley, the famous actress Marilyn Monroe and the former president of the United States Eisenhower were rejected for its purchase.
This Rolls-Royce tool in a shopping app? It is an unfamiliar landscape.
The Rolls-Royce side said: “I know” and said: “It is not related to the Rolls-Royce company because it is the work of the Pinduo platform and agency companies,” and said that Pindudo is working on tools of a way that subsidizes them. “As long as it does not harm the interests of consumers and the image of the Rolls-Royce brand, I think the different promotions and sales strategies of e-commerce companies are fine.” It’s an atmosphere that thinks of tooling events less than expected.
Photo = Baidu
This year’s luxury goods market, sales of 58 billion are expected … ‘Strong’
Recently, the Chinese car market is showing a remarkable recovery trend after facing the impact of the new coronavirus infection (Corona 19). According to the China Automobile Manufacturers Association, in November, Chinese car sales reached 2.77 million units, an increase of 12.6% year-on-year. The Corona 19 spread has decreased and shows a double-digit growth rate for the seventh consecutive month due to the impact of large-scale promotional events of car brands. Meanwhile, consumer sentiment suppressed by Corona 19 also appears to have had an impact.
In fact, in recent years, as China quickly escaped the Corona 19 crisis, private consumption is reviving. In the first half of this year, retail sales in China continued to fall due to the lockdown caused by Corona 19, but it became a plus since last September. Consumption is clearly on the rebound as the economy recovers from the second quarter of the year, and luxury consumption by the wealthy in particular is said to be rising rapidly. This is because the Chinese ‘big hands’ are turning their eyes towards domestic luxury shopping and the way of traveling abroad is blocked due to the corona effect 19.
According to management consultancy Bain & Company, sales in the luxury goods market in China are expected to increase this year by 45% year-on-year to $ 52.1 billion (about 570 trillion won). On the other hand, global luxury goods sales are expected to decline by 23% to $ 25.74 billion (about 28.81 trillion won) over the same period, which is the first time since the crisis. 2009 Global Financial Market. Bain & Company predicts that China will become the world’s largest luxury goods market in the next five years.
Photo = Baidu
China surpassed Corona 19 quickly … Consumer sentiment exploded
The purchasing 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 houses, are boldly bought. The Hermes store in Guangzhou, which was closed due to Corona 19, posted record sales of 19 million yuan (about 3.2 billion won) on the first day of reopening. A VIP guest is said to have bought a whopping 5 million yuan (about 844 million won). Additionally, in Shenzhen, 54 apartments worth 9 billion won were sold in 3 hours.
With the purchasing power of wealthy Chinese higher than expected, high-end luxury brands have recently abandoned their pride and begun to reach eye level. This trend is accelerating as demand for overseas travel from China declines and sales decline. They entered online shopping malls that had been neglected until now and also introduced live trading.
Luxury brands such as Louis Vuitton, Gucci, Valentino and Saint Laurent have recently started selling products via live broadcasts in China and dedicated e-commerce channels. The number of luxury goods sales cases with 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 brand equity and scarcity, but now it is indispensable.
In the case of Rolls-Royce, China ranks as the second largest market after the United States. Last year, according to Rolls-Royce, the company delivered a total of 5,152 cars to more than 50 countries, of which sales from China accounted for 25%. Given that Rolls-Royce sales in China are steadily increasing, there is a possibility that it will soon be ahead of the US, the largest market. Given this situation, the Rolls-Royce tools event has become a “weak” rather than a “poison”. From a Rolls-Royce point of view, there are observations that Pinduo, which had a tremendous sales performance, would not have been disgusting.
Joara, Hankyung.com Reporter [email protected]
