The International Brand Has Accelerated To Enter Tmall.

With the end of the double eleven, Tmall has ushered in a new wave of international brands.

In November 19th, Germany's luxury brand Hugo Boss's city leisure brand Boss Orange Tmall official flagship store opened.

Boss Orange's casual wear, more emphasis on personal style, is a series of costumes specially designed for displaying modern, free and bold modern urban life. It has a pivotal position in the fashion industry.

Boss Orange sells new products in autumn and winter in its official Tmall flagship store, and offers 17 exclusive products, offering promotional activities and limited gifts for Tmall consumers.

Tmall maintains an absolute leading market share in the field of clothing, which is an important factor in attracting international brands.

According to the quarterly monitoring report of China's B2C market released in the second quarter of 2014, released by Analysys think tank, data show that the scale of clothing trade reached 87 billion 730 million yuan, of which Tmall's market share reached 74.3%, far higher than that of other B2C providers.

Insiders speculate that Boss Orange's entry into Tmall is Hugo Boss's exploration of the Chinese market.

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In last week's double eleven shopping carnival, international brands have stepped down to participate in Tmall double eleven in the form of discount or new products.

The American Apparel Brand Andrea has broken through the history of never discounted the world. Burberry has launched customized new products for Chinese consumers through Tmall platform. Muji has chosen to launch the world's first small appliances in Tmall.

This year is the first year of fashion business.

Tmall announced the strategy of "five modernization" and made "fashion" the first.

Tmall has stepped up its layout in vertical industries such as clothing, cosmetics and so on, and has introduced international brands such as Burberry, Zara, Muji and so on, which has attracted the attention of fashion circles.

Double Eleven

The official flagship store of Topshop, Tmall's famous high street brand, began its trial operation and will be officially opened in November 20th.

Tmall also released the fashion strategy to provide the platform business with the overall solution of "brand fashion". By creating a three-dimensional marketing system for fashion media, it will achieve seamless docking between brands and consumers, and create an e-commerce fashion ecosystem.

Xu Xiaofeng, a business operator, thinks that the fashion effect of Tmall has already appeared. The two obvious reactions of this year's double eleven, "conversion rate" and "customer unit price" have greatly improved the consumer's awareness of brand recognition.

This is closely related to the whole platform of Tmall moving towards fashion.