How China'S Luxury Goods Go To The World Is Playing A Decisive Role.

Chinese e-commerce giants are not only trying to attract overseas brands, but also trying to get out.

Last year, double eleven, Tmall and Jingdong's cat and dog War battlefields have been burning from China to overseas. On the eve of double eleven, Zhang Yong, chief executive of Alibaba group, announced that it will lead 100 Chinese brands to sea. Then, Jingdong has also pushed more than 200 Chinese brands into overseas markets with double eleven.

Next, they aim at the target. Europe 。

Earlier this month, Liu Qiangdong said in an interview with the financial times that Jingdong plans to enter Europe as early as 2019, with the goal of covering Europe in a matter of years.

Liu Qiangdong said that Jingdong will first publish e-commerce platforms and distribution services in France, and then expand its services to the UK and Germany. In the next two years, Jingdong will invest at least 1 billion euros to build a logistics network in France. As the main competitor of Jingdong in the European electricity market, Amason has already indicated that the company will invest 15 billion euros for the European market in the 6 years starting in 2010.

Recently, the luxury goods business Temple library has also appointed Federica Marchioni, the chief executive of the international market, which will guide the expansion of the temple library overseas, and is stationed in Beijing, reporting directly to Li Rixue, the founder and chief executive of the group.

Li Rixue, founder and chief executive officer of temple library, and chief executive of international market. Federica Marchioni

Last week, the temple library announced a cooperative relationship with the Shandong textile group. JD.COM Established a three party cooperation relationship with LVMH group's foundation L Catterton Asia, aiming to introduce several brands of the fund into the temple library.

Tmall recently held the first European fashion trend conference in Milan, Italy, including more than 300 European cosmetics brands including KIKO and Diego Della Palma. On the same day, Tmall also announced that four Italy cosmetics were officially located in Tmall international.

It is reported that on the eve of Tmall double eleven this year, China will hold the first international import fair in Shanghai. Alibaba has also announced that it will become the first partner of the first Import Expo, and also regard Europe as one of the six largest sourcing centers in the world. The strategic cooperation with European brands in Italy is the further promotion of the European package sourcing plan.

European Cosmetics Association Cosmetics Europe data show that in 2017, China's cosmetics and personal hygiene products market reached 43 billion 400 million euros (about 344 billion yuan), and has become the third largest market in the world. In 2017, the sales of Italy cosmetic industry reached 11 billion euros, and exports increased by 4.3% to 4 billion 700 million euros, of which China surpassed the United States to become the fastest growing brand in Italy. market One of.

Jingdong has found a strong partner in London last summer, Farfetch, who invested $397 million in the latter and became one of the big shareholders of the latter, and gained a board seat of the company. The move is seen by the industry as an important step in consolidating the international fashion position of Jingdong. Farfetch has also made a real European luxury entry for Jingdong's luxury platform TOPLIFE.

The Temple Bank also found a big backing in Europe - the foundation of the LVMH group, Tmall international is also unwilling to lag behind. It has opened the road of European road show from Italy.

The expansion of China's luxury electric power giants in the European market has just begun, but their respective resources have accumulated. fashion The background of the field is far from being clear, and the effectiveness of the sea going road is still waiting for market feedback.