Hermes Group'S Luxury Brands "Up And Down" Settled In Tmall

It is reported that

Now with the foreign luxury brands group getting closer and closer, Alibaba's continuous crackdown on Tmall platform attracts luxury brands to usher in a new turn.

Recently, France's Hermes group's luxury brand "up and down" announced that it will visit Tmall in March this year, which is less than 3 days away from the luxury brand LV becoming the first member of the Alibaba global counterfeiting alliance.

Next, follow the world clothing shoes and hat net Xiaobian together to find out the details.

Why is "up and down" settled in Tmall at this time?

Jiang Qionger, art director and CEO Jiang Qionger of luxury brands, said in an interview that cooperation with Tmall's mature platform is conducive to the future development of the brand. There is no fear of counterfeit products on the platform, because the best strategy is to open a legally licensed shop to guide consumers to contact more updated products and always lead the counterfeiters.

Jiang Qionger also said that "up and down" and Alibaba have established good relations, and believe that this Chinese electricity supplier giant is sincere to fulfill their promise and eliminate fake goods. "This is a team work, Alibaba knows this very well."

"Up and down" is the sister brand of Hermes.

At present, there are 4 shops in Shanghai, Paris and Beijing, and recently joined the lac Crawford boutique.

Over the past 9 years, the Hermes group has been trying to shape the "up and down" Chinese luxury brand, betting that Chinese consumers keen on luxury goods will have more and more demand for $4600 worth of bamboo handbags and $100 thousand worth of Ming style furniture.

However, Hermes executives said in an earlier interview that "up and down" could not be profitable until 2016.

Up to now, the group has not disclosed the specific sales data of the Chinese brand.

This reflects the sluggish growth of the brand in the Chinese market, and the Chinese government's attack on luxury goods industry by officials buying luxury gifts. However, now that China's local high-end brands have reached the critical point of the outbreak of the industry, the electricity supplier is a new opportunity.

Alibaba in

There is an important position.

As long as an official online shop is opened in Tmall, users can generally get users easily.

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

E-commerce, once resisted by luxury brands, has now become an important channel for its marketing.

With luxury brands getting electric shock, the new era has been launched without mercy.

This is perhaps an important test of Tmall's platform by Hermes group.

The fake problem on Alibaba platform is the biggest obstacle for luxury brands to enter Tmall.

Over the years, Alibaba's e-commerce platform, including Taobao, has been beset by fake and shoddy products.

The emergence of Alibaba always seems to be accompanied by counterfeit goods. In January 2015, only 3 months after its listing, it was criticized by the SAIC's white paper that it allowed merchants to operate without license, counterfeit famous brands, and sell counterfeit liquor and handbags.

In the same year, the Alibaba suffered the impact of counterfeit goods and quarterly results. The stock price dropped 8.78% and the market value evaporated over 20 billion US dollars. This is also the largest single day decline since Alibaba listed.

In 2015, Kai Yun group's luxury brands Gucci and Yves Saint Laurent jointly filed a lawsuit in the federal court of Manhattan, accusing Alibaba of violating trademark and fraud related laws and regulations, demanding compensation for losses and giving injunctions to defendants.

The lawsuit alleges that Alibaba had collusion with manufacturers to produce counterfeit goods and provide services for its sales and pportation.

In April 2016, Alibaba joined the international anti-counterfeiting alliance, but this action once again aroused the boycott of the luxury fashion industry.

The US luxury brand Michael Kors immediately announced its withdrawal from the organization to protest.

Michael Kors long term legal adviser Lee Sporn said in a letter to IACC that Alibaba is the most dangerous existence in the fashion industry. Alibaba's strategy is limited to verbal support for brand law enforcement, but the problem of counterfeit goods on its trading platform has not been solved practically.

Immediately, Gucci and Tiffany&Co also announced their withdrawal from the international anti-counterfeiting alliance.

Due to the worries of Alibaba's anti-counterfeiting commitments, the Alibaba membership was suspended after one month of joining the international anti fake alliance.

In addition, the office of the United States trade representative has removed Taobao from the "malicious market" list in 2012. But in a report in 2016, Trade Office officials at the time and in the comments of the forum said they were increasingly concerned about the recent flooding of suspected counterfeit goods and pirated goods on Alibaba's C2C platform. Alibaba was again listed on the "malicious market" list at the end of 2016.

In order to solve the problem of counterfeit goods, the company has invested up to 160 million US dollars.

In the past 12 months as of August, 380 million product pages have been removed, 180 thousand Taobao shops have been closed, and 675 operators of production, storage or sale of counterfeit goods have been closed.

It is worth noting that in January of this year, Alibaba also sued 1 million 400 thousand of the fake seller's claim, which is the first case in the history of China's e-commerce platform.

In May last year, LV joined forces with Guangzhou police and Dubai police, together with the support of Alibaba's anti-counterfeiting team, and seized a hundred million counterfeit gangs with annual output value.

According to the clues provided by Alibaba, in September 14, 2015, the Guangzhou Economic Investigation Brigade unified the 4 networks scattered in different regions of Guangzhou to launch a net operation.

A total of 7 suspects were arrested, 6 of them were destroyed, including 2 production lines, warehouses and logistics dens, and 2 pieces of fake leather production lines and a large number of leather materials, and more than 6000 pieces of fake LV products and semi-finished products.

In September last year, LVMH announced a high-profile bid to embrace Alibaba, bringing its luxury brands Guerlain GUERLAIN, Make up forever and Make to enter Tmall.

Wu Yue, President of LVMH group Greater China, said Tmall represents China, reflecting China's progress and China's development, and has attracted Chinese fashion people.

It's natural to enter Tmall.

In December last year, it had been cold to cooperate with Alibaba, the luxury brand LV of the electricity supplier, invited Alibaba's high-end black card member APASS to visit LV headquarters and generally do not open to the outside workshops. As of now, all LV's travel hardbox, special custom products, rare leather handbags and limited edition handbags of every season fashion show are produced in this workshop.

It is also revealed that LV headquarters also provides close service, arranging APASS to visit the former residence of LV foundation and founder.

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