Re-Hub：中国高端奢侈品电商的崛起-Part2 超高端细分市场(5万元以上)深度分析（2021）（英文版）（8页）.pdf

1、The Rise of High-end Luxury e-commerce in ChinaPart II:A deep analysis into the Ultra High-End Luxury:over 50,000 RMB price segmentAugust 2021ApproachIn Part I of The Rise of High-end Luxury e-commerce in China,we highlighted that in June there were over 340 units sold on Tmall of products with pric

2、e points between 50,000 and 500,000 RMB.In this second part of the analysis,we dive deeper into Ultra High-end Luxury online sales(items priced over 50,000 RMB),providing greater visibility on how the highest range of products from leading Watch and Jewelry brands perform on Tmall.1340 Units sold of

3、 products with price points between RMB 50,000 and 500,000 in JuneWatchesWatches&JewelryJewelryFigure 1:Forecasted units sold in June2Source:Re-Hub proprietary data analysisWith the market in its infancy,which brands are starting to thrive and are capturing growth on e-commerce in China?100 units20

4、to 30 units 20 unitsIWC and Cartier each sold around 100 units in June,representing 56%of all units sold in this price segment on Tmall.Part of their success can be attributed to the strong performance of specific hero products driving a large percentage of sales.In the next group down,5 brands sold

5、 between 20 to 30 units during the analyzed period.All the products sold by these brands in this price segment are watches,but our analysis shows that none of these brands has a clear front-runner hero SKU.Instead,sales are comprised by different watch models.In the latest group(less than 20 units s

6、old),most of the sales are driven by Vacheron Constantin with watches and Van Cleef&Arpels with jewelry products.Figure 2:Brands breakdown by total units soldWho is selling the most?3Watches were the dominant products in 50,000+RMB price segment in June,with a total of 78%of units sold,and IWC is th