More Than 80 Luxury Brands In The World Gather In Tmall

Designer brand Alexander McQueen is located in Tmall luxury luxury platform Luxury Pavilion.

Following the Qeelin and Bottega Veneta, the French Open Cloud group has entered the third brand of Tmall.

Prior to this, the French Open Cloud group and Alibaba had a little unpleasant, the Alexander McQueen settled in Tmall, which means that the relationship between Kai Yun group and Alibaba has been further eased.

Why in Tmall? In addition to the trust in Tmall, it is believed that more is the favor of Chinese consumers.

As early as June 2015, Rogerio Fujimori, a luxury analyst at Royal Bank of Canada, wrote in the Research Report: "32% of sales are contributed by the Chinese, and the Chinese are the biggest customers of Alexander McQueen."

But the report also shows that a large portion of the Chinese purchase of Alexander McQueen takes place outside China.

That is to say, there is still a large market in China, and Tmall is a good way.

Hollywood actress almost has a skeleton scarf to sell at Tmall.

In 1992, the British fashion designer Lee Alexander McQueen created the same name brand Alexander McQueen.

Four years later, he launched an ultra low waist jeans with a bold and sexy design in the fashion circle.

If you still don't understand this brand, then the masterpiece of the "ghost designer" -- a skeleton scarf with almost one hand of the Hollywood actress, and a 25 centimeter tall donkey hoofed shoes favored by Lady Gaga, are you a little bit impressed?

In 2001, this distinctive brand was under the command of Gucci, and later became a member of Kai Yun group.

In a conference call after the first half of 2018, Jean-Fran OIS Palus, general manager of Kai Yun group, said: "we are committed to developing Alexander McQueen. From the creative level, this brand has rich connotation and strong DNA.

We are building the foundation for its growth, just like we did for Saint Laurent and Balenciaga in the past. "

Achieving development goals is inseparable from Chinese consumers.

In March 19th, Bain consulting released the 2018 China Luxury Market Research Report, which said that China's luxury market has achieved 20% growth for second consecutive years. The total consumption of luxury goods by Chinese consumers has accounted for 33% of the global market share.

At present, Alexander McQueen has only one digit shop in Beijing and Shanghai, and there is a price gap with overseas stores.

Domestic consumers can shop from the official website of the brand, but overseas shipments are long waiting time and high postage charges.

Tmall has 600 million months of active users to help Alexander McQueen reach more Chinese consumers.

Tmall Luxury Pavilion has played an important role in the rapidly growing Chinese luxury market.

Where is the attraction of more than 80 luxury brands to Tmall?

In January 16th this year, the British luxury brand Mulberry officially entered Tmall.

On the first day of operation, 100 thousand people flooded into the Mulberry flagship store to buy and buy, and several sold for 4 consecutive replenishment.

In addition, luxury brands such as Bottega Veneta, MCM, Mulberry, Stella Mccartney, Stuart Weitzman, Valentino, Zegna and Versace have entered Tmall and Tmall luxury luxury platform.

Taking the Tmall Luxury Pavilion, which is now in the McQueen, since its launch in August 2017, the platform has more than 80 luxury brands, including Burberry, Versace, Moschino, Valentino and other brands.

Data show that Luxury Pavilion has been on the line for more than half a year, and already has more than one million high-end members in the past 100 thousand years. It attracts LVMH, Estee Lauder group, Swatch group, L'OREAL group, PVH group and other 9 global luxury group to open close cooperation.

Why do these famous brands match Tmall? In addition to the popularity and platform popularity, Tmall still has many ways to play luxury.

For example, at a press conference last year, the Luxury Pavilion platform official said that the platform will launch the world's first luxury financial consumption solution including phased interest free, temporary lifting and reservation guarantee, and the first genuine tracing function based on block chain technology.

That is to say, the problem of intellectual property rights most concerned by luxury brands and the genuine and price issues most concerned by consumers can be solved.

There are new retail gameplay.

At the end of 2017, 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. All the items sold on the line were sold out in a short time. In February 2018, Christopher Bailey, the 16 year old creative director in Burberry, moved the last London Fashion week to Tmall.

This is also the first time that Burberry160 has put the big show on the third party platform for many years.

The world's largest luxury goods potential consumer market accounted for nearly 50% of post-90s consumers.

"When you want to buy luxury goods, you have to go abroad or buy them.

There are too few opportunities for the former, and the latter may risk buying fake products. Now Tmall can buy them. It's too convenient.

Xiao Tang is a white-collar worker in Tonglu. Now he often buys things on Tmall Luxury Pavilion platform. "Not only does he have many choices, but there are many promotions, and some are even cheaper than overseas outlets."

Bain wrote in the 2018 China luxury market research report that the four growth engines have stimulated the strong growth of China's luxury market - the millennial generation, consumption reflux, digital development and the fast growing middle class.

This is the world's largest potential consumer market for luxury goods and a consumer market dominated by young people.

Tmall will not let go of this market.

In April 2018, Tmall announced its "small target" in the luxury sector in the next three years: building a communication bridge between luxury brands and post-90s and 00 new generation consumers, serving 100 million new middle class.

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, and they finished up to 45% of luxury goods pactions.

At the same time, over the past year, more than 100 million consumers have visited, collected, purchased or purchased luxury goods. They are the most potential users of luxury goods.

According to the National Bureau of statistics, in 2018, the total retail sales of consumer goods in China exceeded 38 trillion yuan, and the contribution rate of consumer spending to economic growth reached 76.2%.

At a recent 2019 Davos forum, Alibaba group CEO Zhang Yong sent positive messages that China's consumption power is still strong, and that the driving force of consumer upgrading is coming from China's expanding middle class consumer groups.

Zhang Yong believes that the number of middle class consumers will double in five years.

Author: Zhu Yinling