Light Luxury Brand Maje Settled In Jingdong SMCP Group To Accelerate The Layout Of Digital Sales

Fashion brands obviously have some "habitual" touches. In April 16th, reporters learned that the French luxury group SMCP group's light luxury brand Maje entered Jingdong and opened its flagship flagship store. Prior to that, the group's light luxury brand Sandro just entered Jingdong. After gaining the sweetness of Tmall, this is another important move for SMCP group to accelerate the layout of digital sales mode in China.

At present, the flagship store of Maje Jingdong has attracted more than 9000 people's attention. Online products include women's clothing, women's bags, shoes and accessories, etc. the price of brand goods is basically over 1000 yuan. At present, some women's clothing has been trading volume. At the same time, Maje flagship store also launched a Jingdong exclusive series.

Maje belongs to the French light luxury brand enterprise SMCP group, the group headquarters in Paris, the flag also owns Sandro, Claudie Pierlot two fashion brands. In May 2016, SMCP group was China's 500 largest enterprise to prevent clothing, Shandong Ruyi international market industry Klc Holdings Ltd (referred to as Ruyi Holdings Group) acquired 82% of the shares with 1 billion 300 million euros, becoming the largest merger and acquisition spanaction of Ruyi holding group in the clothing and apparel brand plate. In October 2017, SMCP group went public in Paris.

At present, SMCP group's three brands have stores in China. In April this year, Sandro took the lead in Jingdong, and the flagship store on Maje was only 4 days away. Previously, two brands have entered Tmall's flagship store.

According to the 2018 financial year report released by SMCP group, the group's global sales exceeded 1 billion euros for the first time, reaching 1 billion 17 million euros. This has benefited from the group's active expansion of overseas markets outside France, with 1466 stores worldwide, and overseas sales increased by 13% over the same period last year, contributing 63% of total sales. The Group actively layout e-commerce business. In 2018, online sales revenue reached 149 million euros, an increase of 14.7% over the same period last year. Among them, Maje Tmall flagship store and Sandro Tmall flagship store contribute a lot. Online sales of two brands account for 49% and 38% of the total sales respectively. Daniel Lalonde, chairman and chief executive of SMCP group, expects the group's total sales to enter the euro 1 billion club in 2019. However, due to the continuation of the protest campaign of the French yellow vest and the impact brought by Britain's off Europe, the 2019 fiscal year growth rate will slow down. The Sandro and Maje group's entry into Jingdong can be regarded as another important move for SMCP group to accelerate the layout of digital sales mode in China.

With the development and maturity of digital channels, the millennial generation has become the most frequent online shopping group. Data from the Jingdong research institute show that China's younger generation of consumers has higher demand for fashion and quality than price barriers, and more than 40% of consumers are willing to pay a premium of 10%-20% for quality. This is also consistent with the trend that the luxury goods are more popular in the consumer market. SMCP group's product positioning is just light luxury, mainly catering to the consumption demand of the most widespread middle class in China, the price is slightly higher than the popular brand, but it is not expensive.

For this cooperation, Jingdong said that the accurate demand analysis of the audience through the big data of Jingdong, the cooperation of intelligent logistics and joint Jingdong finance will bring online high-quality shopping experience to Chinese consumers. Author: Wang Xiaoran Kong Yaoyao