Tmall Double 11 Will Introduce Several International Brands This Year.

Liu Peng, general manager of Tmall international, recently said at the Hongkong double 11 launch ceremony that Tmall did not enter Hongkong and Taiwan as competitors, and set up Hongkong and Taiwan stations, hoping to enhance user experience, provide local payment methods and provide more direct delivery services.

This year, Tmall double 11 will introduce several international brands.

Brand Burberry participated in the double 11 activities for the first time.

Because it has always been optimistic about the Chinese market and the importance of complementary strategies.

In 2014, it decided to visit Tmall, the largest shopping website in China.

Over the years, foreign luxury brands entering the Chinese electricity supplier market usually choose to enter the Tmall mall of Alibaba group. After all, Alibaba has a pivotal position in the Chinese electricity supplier market.

As long as the brand in Tmall opened an official network store, generally, can easily get users.

Last year, Tmall platform sales amounted to US $463 billion.

However, luxury brands are still very cautious about the choice and use of e-commerce platforms.

What is surprising is that the US luxury brand Coach suddenly closed its Tmall flagship store shortly before. This is Coach's withdrawal from Tmall since its second Tmall entry last year. The brand first entered Tmall in 2011, but its entry time was less than two months. Because of the contradiction between the two sides playing fake cooperation, Coach withdrew from Tmall.

L2 consultancy analysis shows that luxury brands have been trapped in the fake platform of Ali platform, and Tmall's challenge is still very difficult to attract more luxury brands to enter.

L2 consulting points out that the flagship store established by luxury brands in Tmall does not get any priority when consumers search for brands. Such a priority can only be obtained by a few luxury brands, such as Burberry, which can get 90% of search priority. As for why these brands have priority, L2 consulting company has not disclosed more.

For the outside world, cat double 11 paction volume has exaggerated elements, including the action of dismantling and returning products, Liu Peng pointed out that Ali tolerated the demolition of zero, this is the market's malicious competition behavior, there are special departments to deal with related issues, merchants return policy also has very clear provisions.

He reiterated that the company did not emphasize trading objectives, but instead pursued user experience and actively looked for new models and new experiences.

Zhang Yong, chief executive of Alibaba group, declined to disclose the target of Tmall double 11 this year.