Tmall Launches Luxury Discount Channel "Luxury Soho"

The sales performance of luxury brands has also been greatly affected by the epidemic, and the purchasing power of consumers has declined. In response to different buying needs, in April 20th, Tmall officially launched a low-key luxury discount channel, "Luxury S". Oho "This is different from the luxury platform Luxury Pavilion, which was launched on 2017, which is that the latter sells luxury goods," Luxury "Pavilion". So Ho "is a discount commodity.

This is Tmall's strategy of "dual channel" for luxury brands. The Luxury Soho channel includes MCM, COACH and other light luxury brands, mainly around the high cost performance of OLE Lai, while the positive price channel Luxury Pavilion is the main brand new season. To separate them.

It is reported that the channel's entry will be directed to Tmall's big data direction to the potential luxury consumer group. Taobao users can also search for "luxury discount" to enter the platform, which is similar to Tmall's luxury Channel Luxury Pavilion rules.