More Than Ten Big Brands Went Ahead Of Tmall 618 Ahead Of Time, And Luxury Deals Surged 1.3 Times.

Chinese young people who buy luxury goods are rewriting the pattern of luxury consumption.

In order to catch up with the biggest growth opportunity in the first half of the year, more than ten luxury brands such as HOGAN, TOD 'S, Stuart Weitzman, Valentino, Burberry, Versace, Alexander McQueen, Stella and so on have released the latest quarterly new products in Tmall 618 this year. Some brands will also advance the original production schedule.

According to the latest data from Tmall 618, the commercial explosion of Tmall 618 in 2019 was comparable to double 11. The number of luxury brands participating in luxury Luxury Pavilion doubled, and the total turnover and turnover increased by more than 1.3 times. Among them, the number of young users under the age of 25 increased by nearly 50%, and the growth rate of urban users in three and below cities exceeded 55%.

Where do people like to buy luxury goods? Data show that Tmall 618, the most powerful luxury goods city is still concentrated in the second line, the top ten in turn are Shanghai, Beijing, Hangzhou, Guangzhou, Chengdu, Shenzhen, Wuhan, Chongqing, Nanjing and Suzhou. But there are more and more cities under three lines rely on the electricity supplier is becoming a new consumer of luxury goods.

More and more luxury goods are being bought by Chinese young people. Chinese consumers have become the main consumers in the global luxury market, accounting for 32% of the world's luxury goods sales, ranking first in the world, while half of the consumers are less than 30 years old, according to Sullivan, a consultancy.

The total turnover grew by over 140% over the same period, the number of new customers increased by over 110%, and the sales of new products exceeded 30%. Tmall's 618 luxury platform Luxury Pavilion's explosive figures also confirm this again.

Why do Chinese young people like to buy luxury goods? The industry believes that luxury goods for today's millennial generation, in addition to high value commodities, represents a demand for self actualization, so they also have a more open attitude towards luxury brands. In the Tmall luxury review area, there are many young buyers with positive energy: "save money to buy dreams", "finally quit job, buy it to reward themselves".

Young people get the best of the world. In the current consumer position of young people, in order to approach young people, the world's major luxury brands are no longer cold.

In the 5 years of Tmall Luxury Pavilion platform, luxury brands from 11 grew to 113, and in recent 3 years it has increased linearly. Data show that every year Tmall 618, double 11 big promotion, the number of brands entering the Luxury Pavilion has increased rapidly, and will also be specially prepared for the big promotion. Qeelin launched the exclusive watch band, Rimowa has a special red, Burberry launched a global limited payment in Tmall online synchronization, Marni and Longines have launched Tmall custom gift box......

In this consumption carnival, luxury brands are also making more profits to achieve the luxury dream of young people. In Tmall 618, many luxury goods depreciate by as many as several thousand yuan. In the Burberry Tmall flagship store, "618 zone", the Kingdom rainproof hooded garment suit at the original price of 11200 yuan is priced at only 6720 yuan during Tmall 618. Stuart Weitzman and other fashion brands also distribute vouchers through live broadcast at Tmall flagship store. The Stuart Weitzman has sold nearly 3000 pairs of characters, and the total number of visitors has increased nearly 50 times compared with the double 11, and the number of new fans has increased more than 5 times.

According to L2, a well-known consulting firm, 26% of the world's luxury brands have already opened shop in Tmall. As the biggest platform for young people to buy luxury goods, Tmall is also significantly narrowing the distance between luxury brands and young people.

In Tmall 618, Luxury Pavilion has made special revision and upgrading: focusing on 00, users have strengthened personalized product recommendation and customer courtesy, highlighting new luxury products, and jointly launched a series of selected editing columns with Grazia red show, a well-known fashion week, to meet young consumers' pursuit of new products.

"As the main front of brand operation, the brand new upgraded Luxury Pavilion not only brings better experience to young users, but also enables luxury brands to better display their brand sense world and latest trends, and achieve seamless online and offline experience." Chen Lili, head of Luxury Pavilion, said.

According to the 618 report on the electricity supplier released by Analysys International, Tmall's market share over the 618 period was two times that of Jingdong and the combined market share. As the 618 home court, Tmall helped luxury brands drive onto the fast lane. It is reported that the opening of Tmall 618, luxury brand Marni in just ten minutes to exceed the ten day turnover last year, and the shop has so far picked up 1 million 430 thousand fans Burberry, the first day conversion rate is increased by 50%.