Overseas Big Cards Get Together Behind The Net

In the industry view, although there are still some brands. Online and offline The channel warfare is worried, but the channel conflict brought by e-commerce is only temporary. The channel efficiency improvement will benefit the manufacturers in the long run.

　　 4000 brand China touches the net

45 countries and more than 4000 overseas brands are the first report cards published since the publication of Tmall's "fashion strategy". After many years of "electricity business education", this year's international big name collective OCS, including BURBERRY, Muji and ASOS, have made Tmall the only authorized third party e-commerce platform in China, which has almost covered all vertical industries in Tmall, and has launched exclusive custom products from 3C digital, living appliances, beauty, clothing, home furnishing, jewelry, food and auto parts, and some brands even for e-commerce channels.

The price of these brands is corresponding to their good origin and quality, but this has not deterred Chinese consumers. According to the data provided by Tmall, last year's "double 11" day, the German brand Zwilling stores sold nearly 50 million yuan, while the US giant Estee Lauder entered the first day of Tmall and set a sales volume of nearly 3 million yuan. BURBERRY, Tmall's flagship store was not suspected of doubt at the beginning of its business, but the effect exceeded the brand's expectations. In Tmall's view, the three or four line of urban consumers who can not reach many offline stores is a big harvest of BURBERRY and touches.

　　 Exploring the Chinese consumer market

Compared with the offline outlets, the electricity supplier has become the most popular channel for foreign brands. Among the more than 4000 brands that have entered Tmall, apart from the famous international brands known to Chinese consumers, many classic brands from Finland, Switzerland, Denmark, Norway, Australia, New Zealand and so on have also quietly landed on the Chinese online market, and many of these brands have not yet opened stores in China.

Amazon China responsible person interviewed by the Beijing Commercial Daily said that because Amazon has rich brand resources in the world, many brands choose Amazon China as the first platform to enter China. "Amazon has 13 e-commerce sites in the world. Through international websites, we work closely with European and American brands, and 100% are directly working with headquarters to get the best discount and season style." The official believes that Amazon has become an important tool for foreign brands to explore China's consumer market because of its familiarity with brand data and Chinese consumers.

A famous American fast fashion The head of the brand's operation company said that the sales data on Tmall and other platforms not only enable foreign brands to recognize Chinese consumers, but also have a great reference value for whether the brand will invest in China, shop on the ground or even start shop.

　 Channel barriers are broken

Apart from Tmall and Amazon, the platform strategy of Jingdong, jumei.com and No. 1 store, and the emergence of flash shopping websites such as vip.com made the brand touches become more common. A home appliance brand executive told the Beijing Commercial Daily reporter two years ago that although the growth rate of electricity providers was higher, it was mainly due to irrational sales promotion, which could not become the mainstream channel for home appliance sales. But now, with Suning and Gome's high-profile transformation of the Internet, the executive also said that the electricity supplier has not only become the mainstream sales channel for household electrical appliance enterprises, but also an important selling platform for daily necessities and even food products. The barriers between traditional retailers and e-commerce have been broken. Guo Zhangyou, senior researcher of Orwin consulting retail research division, believes that the channel conflict brought about by e-commerce is only temporary, but the channel efficiency improvement will benefit the manufacturers in the long run.

For benchmarking events that have been broken down, Tmall believes apple is a node in Tmall's flagship store. In January of this year, the digital giant Apple Corp broke the long term channel closure and chose Tmall as the only third party e-commerce platform in the world. AI media consulting CEO Zhang Yi believes that Apple chose Tmall as an empowerment platform for electronic commerce, on the one hand, to improve the penetration ability of brands in the three or four tier cities of China, on the other hand, it is to improve its market through Tmall. Sales share