Double Eleven Will Arrive, Overseas Luxury Goods Supplier Discount War More Localization

　　 If you want to do retail business in the Chinese market, double eleven is definitely one of the most important big promotion nodes. This sentence is not only aimed at China's e-commerce platform and offline retailers. Over the past two years, the overseas electronic business platform of the Chinese market has shown more and more enthusiasm for double eleven. The luxury electric business, which always gives people the impression of "high cold", is no exception.

First, let's take a look at the performance of Yoox Net-A-Porter, one of the world's largest luxury goods providers in the joint venture with Alibaba in October 2018 (hereinafter referred to as YNAP). As part of the cooperation agreement, YNAP's Net-A-Porter has entered Tmall. Therefore, smoothly, in the coming 2019, double eleven, Net-A-Porter launched a "double eleven courtesy" in its Tmall flagship store. The content included 30 percent off preferential products, some commodities supporting credit cards, 12 interest free periods, large coupons showing spike, including Tmall Limited new products, and the top customers with high consumption can get limited gifts and other activities. For example, according to the current publicity materials, the top two customers who purchased the highest paid amount of any commodity from October 21st to November 11th could get the Off-White embossed boot case.

In addition, Net-A-Porter also updated the double eleven campaign information on official website and WeChat public. In addition to the activities of Tmall stores, it is possible to purchase the selected seasonal products at 22% off of the current two channels through the official website.

Compared with YNAP, its old rival Farfetch did not stay in Tmall, but also worked eleven through partnership Jingdong and its own APP and website. In fact, in addition to the activities in the Jingdong dual eleven zone, such as the development of full range of coupons, limited price offering, 0 yuan draw, and large buyer ranking gift, Farfetch has made a very specific publicity and deployment in the self operated platforms including WeChat public number and APP. One example is that the public number and APP icons have been turned into double eleven versions, with 11.11 words on the red background and a fireworks pattern symbolizing the festival atmosphere.

　　 Farfetch new APP icon updated for double eleven promotions

It is worth mentioning that this is not the first time Farfetch has participated in the double 10 promotion. In the past two years, Farfetch's double eleven activities have been offered by 22% off of goods and matching with postal welfare. In February 2019, Jingdong, which invested in Farfetch, announced that it had merged its self built luxury electric business Toplife into Farfetch China's business and provided Farfetch with the first level access to Jingdong platform. This makes more or less the adaptability of Farfetch as an overseas electricity supplier in the Chinese market. This can also be seen from the double eleven promotion performance.

As a luxury business platform that has long been in the industry, YNAP, Farfetch or other overseas players who have not yet entered the Chinese market have certain natural advantages. They already have relatively rich brand cooperation lists, and have established deep supply cooperation with or around the world's well-known luxury collections and brands. This is China's many electronic business platforms are still working hard.

But the situation of YNAP and Farfetch in Chinese market is quite different from that in overseas market. There are many mature platforms with strong market position in the Chinese market, such as Tmall and Jingdong. Although YNAP and Farfetch are highly praised overseas, their popularity in the Chinese market and their influence on the Chinese market can only be radiated to relatively high consumption and high time sensitive customers. This is why the two platforms will choose a mature local partner when deciding to enter the Chinese market in an important way.

To a certain extent, the different development progress in the Chinese market determines that these overseas luxury electric providers adopt different depth promotion strategies in the double eleven. Moda Operandi also provides a case. Although in June 2019, Moda Operandi recruited the former chief executive of Farfetch Greater China and Asia Pacific, Yang Ming as the first employee of its China office, and served as managing director of the platform in China. But perhaps because of team building and other reasons, at least from the Moda Operandi official website and WeChat public number, the platform did not participate in the double eleven promotional activities.