Foreign Luxury Brands Put Down The "High Cold" And Actively Embrace The "Double 11".

Targets for the young middle class, foreign luxury brands war double 11, each year of double 11, in addition to the expansion of the lineup, the big brand of Tmall's posture is becoming more and more intimate. The high-end luxury brand, which has always been highly cool, has taken a positive embrace of double 11.

This is the seventh "double 11". In 2009, Zhang Yong, who was still a Taobao CFO, invented "double 11" in order to create an activity, which he may not have expected. After many years, this promotional activity spread from Tmall to the whole world and became Chinese. Shopping Carnival 。 From the 29 Amoy brands of the year to more than 40 thousand global businesses this year, double 11 has been evaluated as China's "most successful" man-made holiday in recent years because of the creation of the Internet business miracle.

The more than 40 thousand businesses brought more than 30 thousand brands and over 6 million items to participate in the global double 11 in 2015. They mainly pushed the commodities of 11 key countries, including the United States, Korea, Japan, Thailand, the United Kingdom, France, Germany, Italy, New Zealand, Australia and so on, covering the import and export products including mother and baby, cosmetics, food, fresh and clothing, and retail formats such as department stores, supermarkets, fast moving platforms and duty free shops.

With the implementation of the strategy of globalization, more and more famous brands are using Tmall to complete the online layout and expand the share of the Chinese market. Each year's double 11, apart from the expansion of the lineup, the big name is becoming more and more intimate with Tmall.

　　 Fast fashion The fast selling group's main brand, UNIQLO, has never missed Tmall's double 11. In recent years, UNIQLO's turnover in Tmall 11 has been stable at Top10. Last year, Tmall 11, UNIQLO's total turnover in Tmall exceeded 260 million yuan, ranking the top of the clothing flagship store, and fifth of the flagship store in the whole category. This year, UNIQLO sister brand GU also opened shop in Tmall, and for the first time entered the battle of double 11.

There are still many luxury high-end high-end brands. In September of this year, COACH Tmall store was officially opened. This marks the formation of Tmall's luxury high-end array business. Big players clearly understand that Tmall is the most important channel to open up the Chinese market. Tmall can touch the large number of new generation middle class in China. Tmall already has the fertile land of light luxury.

The high light and light luxury high-end brand has taken a positive embrace of double 11: in November 1st, including COACH, BOSS Orange, Stella Luna, Calvin Klein, SWAROVSKI, DKNY, Oakley, Ray Ban, La Mer and so on, hundreds of costumes, bags, jewelry, watches, beauty products in the field of luxury high-end high-end double 11 products officially unveiled, with different discounts to consumers. According to the insiders, the development of double 11 is not just a discount now. This year, Tmall combined with the world-famous brands to bring good quality goods to consumers and improve their quality of life with less money. This is the carnival of consumers.

As Ma Yun said in his speech at the New York economic club this year, "Alibaba is a way of life, people buy surprises and experiences." Through the creation of global Tmall, and the "H Health" (Health and Happiness), data technology based health and digital entertainment business, such as Ali health, Ali pictures and Ali sports industry, the Alibaba is building the dual foundation of the spiritual life and material life for the new generation middle class in China.

A report in March this year suggested that China's new middle class is on the rise. Alibaba's big data confirm this view. According to data from China retail platform of Alibaba, as of October this year, the number of Tmall T4 members listed as the highest level has exceeded 8 million, which is two times that of the same period last year. Their monthly consumption in Taobao and Tmall exceeded 4000 yuan.