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市場調査レポート

世界の高級B2C Eコマース市場概要

Global Luxury B2C E-Commerce Snapshot 2014

発行 yStats.com GmbH & Co. KG 商品コード 311563
出版日 ページ情報 英文 75 Pages/Charts
納期: 即日から翌営業日
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世界の高級B2C Eコマース市場概要 Global Luxury B2C E-Commerce Snapshot 2014
出版日: 2014年08月28日 ページ情報: 英文 75 Pages/Charts
概要

世界では高級品消費者の10%以上が高級品をオンラインで購入しており、B2C E-コマース売上額の一桁台後半を生成しています。売上は急成長しており、より多くの高級品購買客および高級ブランドがオンライン小売りからメリットを得ています。2019年までに、世界の高級品売上総額に占めるB2C Eコマースのシェアは半分以上まで成長する見込みです。

当レポートでは、世界の高級B2C Eコマース市場について調査し、世界、地域および国別の市場分析、売上とシェア、ユーザーと購買客、および企業に関する分析をまとめ、お届けいたします。

第1章 マネジメントサマリー

第2章 世界市場の概要・動向

  • 高級B2C E-コマース市場の概要・動向
  • 高級B2C E-コマース売上額
  • B2C E-コマース売上全体に占める高級品のシェア
  • 高級B2C E-コマース売上額予測
  • 高級品の小売り全体に占めるB2C E-コマースのシェア
  • 高級品の小売り全体に占めるB2C E-コマースのシェア:世界・新興市場別の比率
  • 購入前にオンライン購入をリサーチする高所得の高級品消費者、高所得の高級品消費者に占めるシェア:成熟・新興市場別
  • 高級品の高級決定に影響する要因、高級品消費者比
  • 高級品をオンラインで購入する理由、高所得の高級品消費者比
  • 高級品をオンラインで購入する際の障壁、オンラインでは購入しない高所得の高級品消費者の割合、ほか

第3章 世界的企業の概要

  • 個人向け高級品企業トップ5のB2C E-コマースチャネルの概要
  • 高級ブランドウェブサイトのオンライントラフィック内訳:ブランド別
  • 高級プライベートショッピングクラブの概要:主要国別
  • YOOX Groupのプロファイル
  • YOOX Groupの連結純収益、対前年変動率
  • Net-a-Porterのプロファイル
  • Net-a-Porter Groupの収益、対前年変動率
  • Neiman Marcusのプロファイル
  • Neiman MarcusGroupのB2C E-コマース売上額

第4章 地域・国の分析

  • 高級品のリサーチ・購入に利用したチャネル、高級品消費者比
  • オンライン高級品購入のチャネル別内訳、高級品のオンライン購買客比
  • オンラインを含む、新しい高級品を見つける方法、富裕層消費者比
  • 高級品を主にオンラインで購入する高級品消費者のシェア
  • 高級品のオンランでの購入を好む高級品消費者のシェア、中国本土・香港の割合
  • オンラインで購入した高級品、高級品消費者比
  • オンラインによる高級品購入の障壁、高級品消費者比
  • 高級品にとっての主要な情報チャネルおよび主要なソーシャルメディアマーケティングチャネル、高級品消費者比
  • 小売り高級品全体に占めるB2C E-コマースのシェア
  • 高級品の購入方法、高級品消費者比、ヘビーバイヤー・ライトバイヤー別、ほか
目次
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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