Low Price Single Product Volume Flow? MOSCHINO Introduces Underwear Sub Line In China

Italy's fashion brand MOSCHINO has accelerated its expansion in China. Underwear and swimsuit business has recently entered Jingdong to open the first online store of its MOSCHINO UNDERWEAR and SWIMWEAR in China.

At present, the 2019 spring and summer series have been synchronized on-line, to win over Chinese consumers, a variety of exclusive customized online. Reporters noted that the current MOSCHINO Tmall shop, concerned about 120 thousand, but the general sales volume, the page does not show monthly sales volume, and the majority of the comments do not exceed 10 goods, while Jingdong MOSCHINO stores, many commodity prices between 400-900, relatively cheap.

Analysts believe that MOSCHINO sales in Tmall platform in general, want to use their own parity brand to continue to test the water online market.

Secondary brand test water

Prior to this, MOSCHINO's main brand settled in Tmall, further opening the way of online expansion. However, after 8 months or so, the sales volume of MOSCHINO Tmall flagship store did not seem to have increased rapidly. According to the Beijing Commercial Daily reporter, the number of fans in MOSCHINO Tmall flagship store is 120 thousand, but the sales volume is "hidden". The number of women's loose series cotton t-shirts with the top sales volume is only 6, and the number of comments is not more than 10. This may also be related to the high unit price.

In contrast, the MOSCHINO UNDERWEAR and SWIMWEAR entered the Jingdong. The price of the single item is low, and the price of many products is between 400-900. Although the on-line product is less than a week, there are already more than 10 comments on some products.

Online customized customers

In order to attract Chinese consumers, the MOSCHINO 2019 new spring summer series will be launched online in Jingdong and will launch a variety of online exclusive customization. In addition, MOSCHINO UNDERWEAR issued millions of business coupons with Jingdong. At the same time, the flagship store can enjoy the "White Gloves Service", which is driven by the new energy vehicle in the formal dress and the white gloves.

MOSCHINO said that the strategic cooperation between MOSCHINO UNDERWEAR and SWIMWEAR and Jingdong group is an important plan for the brand to enter the Chinese market. Analysts believe that MOSCHINO wants to make use of Jingdong traffic and big data analysis capabilities to have a precise grasp of user preferences. So as to seize more market share.

Fast fashion strategy?

In addition to the expansion of online channels, MOSCHINO also launched a joint venture with H&M, H&M X MOSCHINO, which includes clothing, accessories, household items and pets. The average price of the clothes is about 600 yuan, and the price of the coat is more than 1000 yuan. Compared to the brand name 2000-2500 yuan and the price of 10000 yuan on the coats, the joint series is equivalent to the 2.5-3 discount of MOSCHINO price, and because of the relatively low price, H&M X MOSCHINO was sold out at the beginning of the listing.

"Because of this, MOSCHINO has seen the attraction of low price strategy to Chinese consumers, so they want to introduce a relatively cheap underwear sub line, and continue to expand." the honorary consultant of the luxury China Alliance believes that MOSCHINO wants to continue to expand the Chinese market with relatively inexpensive brand lines. For luxury brands, the sales of the third party online platforms may not be significantly improved, and many consumers will still buy products from their own official website or offline channels. So many luxury brands will attract consumers and expand the market by using joint or parity product lines.

In addition, relative to Gucci, COACH and other brands, MOSCHINO's influence is small, so the online Jingdong platform is more for brand communication than sales volume, which is similar to the development trend of fast fashion. In the future, MOSCHINO UNDERWEAR may launch more parity series to attract domestic consumers.