Messi Department Store Wants To Bet On Hollywood'S Twin 11.

Last Thursday, Tmall double 11 global Carnival officially launched in Hongkong Eic terminal, Messi department store as Tmall international key business to attend the launch conference.

After the meeting, Li Yuhui, senior vice president of Messi's department store, revealed three highlights of this year's double 11 in the interview: online VR shopping, offline "international card" playing, and Hollywood animated movie "devil hair elf" IP derivatives.

The ghost will advance to the North American market for a week, and will premiere in October 28th.

Messi's department store also wants to bet on these Hollywood sprouts and see if they can borrow them.

The volume of sales leverages the sales volume of derivatives.

Li Yuhui disclosed that this year's double 11 Messi department store hopes to achieve "the United States zero distance, the same price lower."

Compared with last year's rush, Messi stores increased investment in SKU, brand promotion and new product promotion this year.

At present, the products sold in the store include Anne Klein watch sets, Kipling bags, SWAROVSKI necklaces, etc. most of the prices are less than 1000 yuan, which is lower than the price of the domestic stores.

"Messi's department store will not leave China. We want to become China's Messi department store."

In the September Tmall super brand day event, Dustin Jones, China's chief executive of Messi stores, said.

Since the exclusive strategic partnership with Alibaba in August last year, the exposure of the US Department Store magnate in China has risen sharply.

This year's double 11 is Messi's second "big exam" after being put on the line of Tmall.

Black technology is the highlight of this year's Tmall double 11 global carnival. At the same time, some international businesses including Messi stores will offer VR shopping debut.

Li Yuhui revealed that Messi has selected 24 products for the VR shopping.

As long as you wear VR glasses, users can immediately enter the largest Messi store in New York and shop around like a physical store.

Click on more than ten products, the purchase page will jump out.

As a new three-dimensional shopping experience, VR shopping is not only Tmall's first attempt, but also a challenge for businesses.

Li Yuhui revealed that the promotion efficiency of VR shopping is very high.

Two days after the US headquarters decided to try VR shopping, Alibaba's VR team arrived.

The headquarters of the United States has completed the entire shooting process.

In addition to the first taste of VR, Messi also participated in Tmall International's new international card game this year.

A number of international businesses including Messi, Costco, Japan flower king, and Korea's amore Pacific Group will redecorate the shops under the line. Tmall double 11 "international card" LOGO will be everywhere.

During the double 11 warm-up period, Chinese tourists to the United States can scan the three largest shopping malls in Messi, New York, Chicago and San Francisco, and receive a thousand yuan worth of Tmall international card.

In the Tmall international card, there are many international brand collection vouchers. If you share the international cards with your friends, consumers can unlock the coupons contained in them.

And the friends who are shared to the international card can also get a chance to draw thousands of discount coupons. All the coupons will be used on the day of double 11.

It is reported that the new international card game will drain overseas consumers back to the brand Tmall international flagship store, which will bring a wealth of new sources to all those participating in international card activities.

From selling towels to selling damp goods, what did Messi store experience this year? In November 11th last year, Messi department store officially entered Tmall international.

Messi stores have millions of SKU in the United States, but last year

Messi's department store is only twenty SKU in Tmall international flagship store, and the main category is towel.

Since then, Messi has constantly adjusted its team and expanded its category to cater to the Chinese market.

At the beginning, the US headquarters was responsible for the whole Chinese business.

In order to save communication costs, Messi not only moved the Chinese team to Hongkong, but also appointed Dustin Jones, head of the men's clothing department of the US official website, as chief executive officer of China's region, and dug Li Yuhui, who has Amazon's background, in charge of marketing.

Dustin Jones admitted on the day of the Messi department store brand that there are huge differences between Chinese and American electricity suppliers from the choice of products, consumer preferences to the whole ecosystem.

In order to adapt to the Chinese market, the conservative Messi department store has to learn the way of Chinese electric business from the beginning.

Messi department store, which once hesitated repeatedly, has been playing the hottest live shopping guide today.

In July 4th this year, on the national day of the United States, Messi held the first time watching the American Independence Day parade and the Independence Day fireworks show with a Chinese audience, and specially invited the net red to take Chinese consumers to the flagship store of the largest Messi store in New York Times Square.

As of press release, the magic fairy IP derivative, including earrings, bags and T-shirts, occupied the eye-catching position of the Messi department store's pre-sale page.

In addition, the products on the pre-sale page also cover women's clothing, men's wear, watches, kitchenware, children's wear and accessories.

From the pre-sale category, Messi stores still want to bring the concept of "family" into the Chinese market. In the words of Dustin Jones, "from a small friend to a grandfather, you can find products you need in Messi's."