Tmall Luxury Platform Will Serve 100 Million New Middle Class In The Next Three Years.

According to the world clothing shoes and hats net, April 11th, including

Burberry, Ralph Lauren and real time more than 70 global top levels.

Executives gathered in Shanghai to participate in Tmall's luxury brand Luxury Pavilion brand vision meeting.

At the meeting, Tmall announced the "small goal" in the next three years in the field of luxury goods: it will take three years to build a bridge between luxury brands and new generation consumers after 90, 00, and serve 100 million new middle classes.

Tmall luxury platform Luxury Pavilion upgrade

At the meeting,

Liu Xiuyun, general manager of the Department, announced the development strategy for luxury products in the future. The world's first luxury custom customized platform Luxury Pavilion will be upgraded comprehensively to better serve China's new middle class with a strong desire for consumption upgrading. Luxury Pavilion will launch the world's first luxury financial consumer solution including phased interest free, temporary lifting and reservation guarantee, the first genuine tracing function based on block chain technology, and the establishment of exclusive customer service team to serve high-end users, and the launch of the first luxury brand global marketing and operation solution, exploring the possibilities of new retail with global luxury brands.

Taking Luxury Pavilion's latest online Pavilion club as an example, it will offer priority purchase, honorable invitation and one to one exclusive customer service for high-end users.

Through linking luxury brands with limited quality purchase, offline experience and other services, to help brands achieve full access to members, at the same time, Tmall will set up a dedicated customer service team of up to 1000 people, and call customers for a key customer service manager to solve the problem quickly.

In addition, with the help of Ali cloud block chain technology, the world's first genuine tracing function based on luxury products will also be registered in Tmall.

Tmall will integrate raw material production process, circulation process and marketing process information into block chain.

Each information of the brand has its own block chain ID "ID card", with the digital signature and timestamp of the main body for consumers to query and verify.

In the future, consumers only need to find purchase orders on Luxury Pavilion. Click on "one key traceability" or directly scan the source code on products to see the corresponding block chain coding, and understand the origin of products, entry declaration number and entry declaration time.

At the same time, Tmall also released the world's first luxury financial consumer program and a global solution for luxury goods.

Tmall, together with ants, has customized three major financial services for high-end users, namely "installment free interest", "temporary raise" and "pre authorized reservation".

Help brands better attract and retain more potential customers.

It is interesting that Luxury Pavilion will also become a better read fashion magazine.

Combined with the main products of luxury brands, Luxury Pavilion will launch a weekly featured theme column with authoritative fashion magazine Vogue.

This is also the first attempt by Vogue to produce high quality content on third party online channels.

Luxury goods focus on new retail year

Data show that Luxury Pavilion has been online for more than half a year, and it already owns over 100 thousand million high-end members in recent years.

Attracting 9 global luxury goods groups such as LVMH, Estee Lauder group, Swatch group, L'OREAL group and PVH group to open up close cooperation. At the same time, 50 top luxury brands including Burberry, Baccarat, Bonpoint, Givenchy, Guerlain, Hugo Boss, Hennessy and so on have been settled, covering heavy luxury to light luxury, spanning clothing, leather goods, cosmetics and watches.

In addition to the Luxury Pavilion platform, more luxury brands are also accelerating their cooperation with Tmall in the form of flagship flagship stores and virtual flash stores. In the first quarter of 2018, more than 10 luxury brands including Marni, Armani, Givenchy and YSL were concentrated.

Tmall's new retail is also attracting the attention of global luxury goods, exploring new ways of playing the world's largest luxury consumer market, and exporting new experiences of luxury pformation to other global markets.

At the end of last year, Tmall opened a 1 month flash shop with Stella McCartney of Kai Yun group to provide brand display, digital marketing and other services for luxury goods. Many kinds of goods on the line were sold out in a short time. This kind of innovative gameplay will become the "standard" of online operation and marketing of luxury goods in the future.

In February this year, Christopher Bailey, a creative director who worked for Burberry for 16 years, moved the last London Fashion week to Tmall.

This is also the first time in the history of Burberry over the past 160 years that the show has been put on the third party platform.

For new retailers, many brands, such as Yuan Liwei, general manager of digital marketing of Shiseido group, have their own understanding: "the strategic cooperation between Shiseido and Alibaba will enter a new year. We are full of confidence and full of expectations.

In addition to our common sales targets, we have many ideas and aspirations in data bank strategic cooperation, digital marketing integration, embracing new retail, and so on, looking forward to working together with Tmall.

Tmall has become the first platform for luxury goods, serving 100 million new middle class in the next three years.

According to the "2018 new generation of luxury consumer insight report" released at the scene, the whole generation of luxury goods users accounted for nearly 50% of the new generation of post-90s generation. They finished 45% of luxury goods. At the same time, over 100 million consumers had visited, collected, purchased or purchased luxury goods in the past year. They are the most potential users of luxury goods.

Online luxury core users and potential users are enjoying explosive growth. Today, Tmall has become the first platform of luxury goods and the main position of brand operation, no matter from the scale, speed, number of brand coverage or the number of users.

At the press conference on that day, Tmall president Jing Jie announced a small target for the next three years: Tmall will spend three years to build up a communication bridge between luxury brands and the new generation of consumers after the 1990s or even 00, serving 100 million new middle class, which is 4-5 times the number of luxury consumers in China.

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