British Luxury Brand "Boboli" Settled In Tmall, With A Return Rate Of 26.4%

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< p > British international big name "Boboli" is the official Tmall flagship store's exclusive order of handbags priced up to 42 thousand yuan, to the press release has not yet sold one.

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< p > in April 23rd this year, the Royal royalty brand, "a href=" http://sjfzxm.com/news/index_c.asp "> Burberry" /a "(Bo Baili), which was founded in 1856, officially entered Tmall. This is the first time that the international luxury goods brand entered the third party online shopping platform for the first time.

Recently, sales of the website showed that Tmall's official website only sold 132 items on the 18 day, of which 32 products were unconditionally returned by customers, and the return rate was 26.4%, much higher than that of Tmall's return rate of such commodities.

Whether or not the big international brand is settled in Tmall is a channel innovation, or a bad marketing case that damages the brand. It needs to be tested by the market and time.

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< p > < strong > exclusive orders are not available. < /strong > /p >

< p > a bright red Orchard leather handbag with a price of 15 thousand yuan, a $25 thousand yuan gable Trench windbreaker.

In April 23rd of this year, Tmall announced through micro-blog that the Royal royalty brand Burberry, founded in 1856, has officially entered Tmall, and is the first international brand to enter the third party website platform.

Prior to the show, there were special selling, overdue Boboli bags, windbreaker and other products sold on the show, Jingdong, etc., but no official authorization and recognition was made.

Tmall's flagship store is the only network sale channel authorized and recognized by Boboli company's official website.

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< p > Beijing Youth Daily reporter log in < a href= "http://sjfzxm.com/news/index_c.asp" > Tmall mall < /a >, search for "Burberry" keywords, showing a "Boboli official flagship store" web page.

Beiqing Bao reporter visited Boboli Tmall flagship store page and found that Burberry was divided into three categories according to men's money, women's money and windbreaker.

For example, the following items include windbreaker, bag, sweater, scarf, accessories, dress, cosmetics, wrist watch, fragrance and so on.

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Above P, there is also an exclusive ordering product provided by Burberry for Tmall's official flagship store.

Duchess of the petal Satin petel handbag (No. 39292481), apricot coloured satin, decorated with coloured gemstone ornaments, priced at 42 thousand yuan.

At the time of the press release, a piece was not yet sold.

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< p > it is worth mentioning that the product sold by the website is synchronized with the official website, that is, almost all the new products in season.

In terms of price, the price of Burberry Tmall official flagship store is consistent with its official website price.

At the same time, Boboli Tmall's flagship store's website promised that if the product remained unused, Burberry could provide free return service within 15 days from the date of delivery.

But the goods ordered by Burberry Tmall official flagship store can not be changed in retail stores.

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< p > < strong > return rate is 26.4%, more than the average value is nearly 4 times < /strong > < /p >

< p > unlike Boboli's own official website for closed system, Tmall flagship store's sales information, return and evaluation information is open.

The Beiqing newspaper reporter found that more than 300 kinds of merchandise displayed on the website sold 132 items in 18 days, most of which were 300-500 yuan / bottle of perfume at the unit price, followed by 2000-3000 yuan sweaters, Polo shirts, jeans and trousers.

The information displayed on the web page shows that the most expensive one sold is a long leather wallet with a price of 4200 yuan.

And more than 8000 yuan bag, and windbreaker no sales record.

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< p > a customer of a yellow diamond grade customer anonymously commented: "the packing is very good and the trousers fit well.

This code is often booked in the counters, and online shopping is more convenient. "

A netizen from Beijing told an interview with Beiqing Bao that he would choose a gift for his birthday. Tmall's flagship store bought perfume must be a genuine product, and it shipped much faster than the official website from the United Kingdom. The arrival of the 3 day is still very convenient.

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< p > Beiqing Bao reporter noted that although the "goods and description", "seller's service attitude", "seller's delivery speed" and other projects, the Boboli flagship store's score (5 points) is 4.9, 4.8, 4.9, an average of 60%, which shows that the user experience is good.

But its "nearly 30 days return rate" is a big surprise: the number of returns is 32 times, the return rate is 26.4%, which is much higher than the average value of 7.21%, and there are 3 times of complaints.

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< p > industry analysis, there are three reasons for the high return rate. First, the unit price of the goods is higher, the customers are more picky and easy to be dissatisfied with the goods; two, the clothing sizes are easily discrepant, the dress is not suitable, and the probability of return is large; three, it is also possible that some customers buy the same two color choices, and then return the undesirable ones.

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< p > strong > Hai Tao is cheaper than Tmall shop at least 30% < /strong > /p >

< p > Bo Boli entered Tmall, which has little impact on overseas purchasing vendors.

Beiqing daily asked several British, French and Hongkong purchasing shops, customer service said: "Hai Tao purchasing price is cheaper than the domestic official website 30%-40%".

For example, Burberry, a classic lattice tote bag, sells for 8250 yuan at Tmall flagship store, and only 5600 yuan at a Taobao French purchasing shop.

Despite the fact that it is difficult to distinguish between true and false, some buyers are willing to try to buy.

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< p > "the quality of the cortex, the color and the exquisite workmanship, the big card is the big card. I can see it at a glance". The netizen named "flower sister" told the Beiqing Bao reporter that she recently bought a a href= "http://sjfzxm.com/news/index_c.asp" > MiuMiu < < /a >, at least 2000 yuan.

The choice of a high credit rating shop will provide a promise like "fake replacement". If the package comes to hand, the customer thinks it is a fake and only needs to pay 20 yuan postage to return it.

If a famous brand bag can make a difference of two thousand or three thousand yuan, the cost is still worth it.

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< p > Burberry recently released the second half of fiscal year 2013-2014 report shows that the group's total revenue reached 1 billion 298 million pounds, an increase of 19% over the same period, of which Asia Pacific region's revenue grew to 516 million pounds, accounting for nearly 40% of the total revenue.

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In the 2013 fiscal year, about 30% of the total retail and wholesale revenue of boboley came from Chinese consumers, said Pascal Perrier, chief executive officer of P Asia Pacific Burberry.

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