Tmall'S Carnival Experience, Brand Waiting For Two Exposure, A Record Of Success

In the past Tmall fans Carnival in June, glamour's sales increased by 651% over the same period last year, and fashion, light luxury or designer brands represented by Rebecca Minkoff, Michael Kors, DVF and MOSCHINO were all excellent.

A large part of the purchasing power comes from Tmall users.

In March 30th of this year,

The glamour has launched a luxury flash shopping channel to bring more luxury fashion brands to China's huge high-end online shoppers in a completely new way.

Wei Yibo introduced the layout of international luxury brands in China

There are two ways for the channel: to establish an independent official website, or to enter the local high-quality e-commerce platform.

Compared with the latter, the former has higher operating cost and risk coefficient, and the online shopping habits of domestic users are also quite different from those of other countries. Therefore, the choice of cooperation with the platform has become the preferred way for many international brands.

At present, there are more than 3000 international luxury and designer brands to cooperate with glamour, of which nearly 300 brands are exclusive partners.

At present, many international brands have opened flagship stores in Tmall, but for some of the international brands that are still in the test stage, they can also experience the two exposure of the brand by experiencing Tmall's demand for users of the mainstream high-end online shopping crowd.

From the late data, the rate of recovery of Tmall users is very high, and most of them are concentrated in the two or three line cities, which complemented the users of glamour's official website, which was originally concentrated in a second tier city.

On the other hand, there are also some differences from the products they are keen to buy. The original users are interested in bags, accessories and lifestyle related products. Now, they are beginning to lean towards clothing, cosmetics and other commodities.

"Obviously

The frequency of cosmetics is higher than that of bags. "

Wei Yibo said, this is the surprise that Tmall users bring to him.

He said that at present, the sales source of glamour 70% is fashion category, that is, clothing and luggage accessories, etc. 15% are lifestyle related, 15% are cosmetic products.

While in

Clothing accounted for 50%, footwear 20%, and the rest were luggage and jewelry.