Tmall Sells Loewe Handbags.

According to the world clothing shoes and hats net, Tmall has been in the market recently.

Domain action is frequent.

Following the opening of the luxury Channel Luxury Pavillion, which only targeted at some users in August 4th, and the announcement of a joint venture with Marriott International on August 7 and the operation of all online Chinese official platforms under the banner of Marriott, in August 9th, Tmall announced the launch of the luxury flash shop Tmall Space (space.tmall.com).

The first collaboration with Tmall Space

yes

Its LOEWE.

According to the information provided by Tmall, the flash shop will sell the Tanabata Barcelona handbag launched by LOEWE for the Chinese market between August 10th and August, at a price of 15900 yuan and a limit of 99 99 yuan.

This handbag is also limited to Tmall flash store sales, and offline stores only display and display.

However, the sale will be divided into two waves.

At ten o'clock in August 10th, Tmall Space will first launch a limited purchase to Alibaba super members and deliver the order immediately after the order is generated.

The second wave, from August 11th, will be open to the 88 members of the Ali group, including Taobao and Tmall consumers, and orders will be shipped in August 19th.

Responsible for logistics is Loewe's third party partner, Shun Feng.

According to Tmall's statement, Tmall Space will "unscheduled and luxury brands jointly launch the exclusive global new products, which can be targeted to reach 88 members accurate members of the Ali group, and provide brand interaction, 7 day no reason to return goods, 48 hours of delivery and other after-sales service."

It is not new for luxury brands to launch limited time limited products with e-commerce platforms.

For the former, it is a low cost marketing method that can interact with consumers, test sales on the waterline and take into account the brand image. For the latter, unscheduled exclusive cooperation helps to maintain the attractiveness of the platform to consumers and to accumulate more user data.

In view of the rapid development of luxury digitization and the fierce competition of e-commerce platforms, such cooperation has become more frequent in recent two years.

Since last year, the limited capsule series has been sold in Net-a-Porter including Gucci, Prada, Jacquemus, Ganni and so on, while the exclusive sale on Farfetch includes Manolo Blahnik, Thom Browne, etc.

But in contrast, luxury goods have different intentions to cooperate with Tmall.

The sale of this Loewe handbag is reminiscent of the sale of 80 Valentine's day limited Givenchy Horizon Horizon in February this year in the fashion shop owner "Mr. Bao" public number.

This cooperation is more like testing new sales channels, the main purpose is to find target consumers, test platform accuracy, and accumulate more user data. Unlike Net-a-Porter or Farfetch cooperation, it relies on the brand value and consumer confidence that the platform has built up, and truly launches an exclusive product for the platform's tonality and characteristics.

Tmall also clearly realized that its advantage lies not in platform brand but in user data.

In the manuscript, Liu Xiuyun, President of Tmall apparel business department, especially emphasized that Tmall can provide luxury brands with services to achieve the content and advertising touch of accurate consumers, and to precipitate consumers in the flash period into identifiable and operational brand members.

The unknown proportion of high-end users in Tmall's "500 million users" is an important reason why luxury goods are hard to resist.

At present, LVMH's five departments (drinks, fashion leather products, perfume cosmetics, watches and jewellery, boutique retail) are all stationed in Tmall, including cosmetics brand Benefit, Make Up Forever, Guerlain, watches brand real time, tiger Heuer, chain beauty retail brand Si LAN and luggage brand Rimowa.

Incidentally, on the seventh of this year, there is also a luxury goods bag, which sells limited handbags.

According to the picture presented by Mr. Bao's public address on the afternoon of August 9th, this is the blue Faye Day handbag of Chlo brand, the handbag brand of the group, limited to 85, which is also available for sale in August 11th.

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