Global Luxury Goods Are Not Popular, But Attractive Growth Is Growing.

According to the latest news, today's global luxury industry is not doing well at the time, but the performance of glamour is still growing. Where is the secret of success?

In the past Tmall fans Carnival in June, glamour's sales increased by 651% over the same period last year, and fashion, light luxury or designer brands represented by Rebecca Minkoff, Michael Kors, DVF and MOSCHINO were all excellent.

A large part of the purchasing power comes from Tmall users.

Already more than half of 2016, but the Luxury Retailing industry is not having a good time, and the share prices of luxury group such as LVMH and Kai Yun are all down.

Many of these are implicated in the decline of traditional retail and tourism performance.

However, we were surprised to see that.

Domestic consumption and a glimmer of hope brought by the electricity business to the luxury industry.

In April, the sales volume of China's peak group increased by 26%, and the combined e-commerce platform YOOXNet-a-porter brought us $703 million in revenue.

Similarly, from the performance of luxury electronics platform in June, it also revealed the same information.

Glamour CEO and founder Wei Yibo said that the sales performance of the platform in June increased by 70% over last year, thanks to the effect of 618 fans Festival.

50% of the users came from the new group gathered at the end of March after the launch of Tmall luxury flash channel.

For this cooperation, Wei Yi Bo is very surprised. On the one hand, these new users are very sticky. "They will come to buy clothes once in one or two months."

On the other hand, in order to cope with their high frequency consumption, glamour benefits also gradually increase the sales of new products in the new season, "no longer focus solely on price, but more on the pursuit of product style or quality."

This is also a change in the habit of shopping online.

It is revealed that later glamour Hui and more luxury brands that have yet to appear in China's electricity supplier channels, such as Valextra, known as "Italy Hermes".

In addition, more personalized designer brands will be excavated or a unique custom item will be launched to sell with the brand.

Wei Yibo said: "the sole agency right of the brand will always be concerned, but this practice is not advisable. As a brand side, it is not willing to sell itself to a single channel.

Now we are more concerned about the sale of exclusive products, and provide customized products that meet their needs for the platform consumers.

3 months' surprise on line

In the past Tmall fans Carnival in June, glamour's sales increased by 651% over the same period last year, and fashion, light luxury or designer brands represented by Rebecca Minkoff, Michael Kors, DVF and MOSCHINO were all excellent.

A large part of the purchasing power comes from Tmall users.

In March 30th this year, Tmall launched the luxury flash shopping channel jointly with glamour, in a brand new way, enabling more luxury fashion brands to reach the large number of high-end online shoppers in China.

Wei Yibo introduced that there are two ways to layout the international luxury brands in China: establishing an independent official website, or entering the local high-quality e-commerce platform.

Compared with the latter, the former has higher operating cost and risk coefficient, and the online shopping habits of domestic users are also quite different from those of other countries. Therefore, the choice of cooperation with the platform has become the preferred way for many international brands.

At present, there are more than 3000 international luxury and designer brands in cooperation with glamour. Among them, nearly 300 brands are exclusive authorized partners.

At present, many international brands have opened flagship stores in Tmall, but for some of the international brands that are still in the test stage, they can also experience the two exposure of the brand by experiencing Tmall's demand for users of the mainstream high-end online shopping crowd.

From the late data, the rate of recovery of Tmall users is very high, and most of them are concentrated in the two or three line cities, which complemented the users of glamour's official website, which was originally concentrated in a second tier city.

On the other hand, there are also some differences from the products they are keen to buy. The original users are interested in bags, accessories and lifestyle related products. Now, they are beginning to lean towards clothing, cosmetics and other commodities.

"Obviously clothing and cosmetics will be more frequent than bags."

Wei Yibo said, this is the surprise that Tmall users bring to him.

He said that at present, the sales source of glamour 70% is fashion category, that is, clothing and luggage accessories, etc. 15% is lifestyle related, 15% is for fashion.

Products.

In fashion categories, clothing accounted for 50%, footwear 20%, and the rest were luggage and jewelry.

This part of the data has also given great inspiration to the charming adjustment of brand operation and investment strategy.

Not only luxury but also richer choices.

Initially, glamour is a flash buying platform that sells luxury seasonal goods in limited time with attractive discount.

For brands, this approach will not have any impact on the products they are selling.

But with the rise of high-end consumption in China, and the implementation of the full channel sales mode represented by ZARA, UNIQLO, GAP and other fast fashion brands, consumers will be willing to buy the products under the brand line and even the world at the first time in the online and offline businesses. (so when the former apple iPhoneSE was released, Tmall was the new flagship store in addition to its official website.

As a result, glamour began to work with brands to sell some new products for sale in the electricity supplier channel.

"We see that the degree of dependence on online shopping is deepening. Brand dealers are also aware of the importance of e-commerce channels, and are willing to provide some new products for sale to the platform."

Wei Yibo said that as a brand partner, apart from sales, the platform should help build its image.

Every month, glamour will review and evaluate core brands.

And its research on the current hot brands mainly comes from three channels: competitors, including luxury electronic business platforms at home and abroad, offline buyers' stores, and the current popular social networking platform.

In communicating with offline buyers' stores, they found that the performance of some traditional luxury goods was declining while the luxury brands and designer brands began to grow.

When the buyers know which brands are selling well, the platform will directly cooperate with them.

Besides, social networking is also a good way to get new brands.

RebeccaMinkoff's popularity in the country is recommended by the fashion columnist, KateZhou.

Therefore, they naturally will not miss the channel of social media gathering a large number of young people.

Based on this, glamour is constantly adjusting to the proportion of all kinds of cooperative brands, and the richness of the brand is also rising.

Luxury brands now occupy 1/3, and the rest are light luxury and designer brands.

In the future, we will also strive to tap more high-quality brands, but still remain niche brands in China.

For example, it is known as "Italy Hermes" brand Valextra, the top British footwear brand John Lobb.

By the star effect, these few original brands of branded bags have soared in recent two years.

Cross border channel unveiled new products from the world

In order to enhance the product's richness, in the second half of the year, glamour will launch the "overseas charm charm" of cross-border e-commerce mode to get more hot products and brands that are synchronized with the international market.

Previously, glamour and KPMG jointly conducted research on 10 thousand users of the platform, and found that 50% of users had used cross-border e-commerce platforms.

So we have this idea.

In positioning, cross border channel sales are more seasonal products, limited by policy, prices will be between 1000~2000 yuan clothing goods.

With a variety of cooperation modes, cooperation between platforms and brands will also be closer.

A cooperative brand can directly acquire products that are sold synchronously overseas, and the price is more competitive. The new brand that has not yet been cooperative can take this opportunity to introduce into the Chinese market.

At the moment, consumers' preferences for shopping include not only buying the goods they need, but also "fun" and "content", which is the latest popular content marketing.

So, this year, there are two things we need to do in terms of charm.

First, an editorial team composed of more than 20 people was formed. Most of them came from well-known fashion magazines at home and abroad. They had enough fashion experience and could choose the right brands and products for consumption according to the current fashion trend.

The other thing is to combine more than 600 fashion bloggers for content promotion.

90% of these bloggers live in Beijing, Shanghai, Guangzhou, Chengdu and other metropolises, and 10% of them are overseas Chinese. Most of them have their own unique fashion opinions and can play the role of opinion leaders.

Last,

It is also not forgotten that in the 916 annual celebration of the second half of the year, the classic luxury brands that many consumers will be familiar with will be launched in a big way, and the price will make everyone scream, and some products will be synchronized to Tmall sales.

For another event, the double 11 carnival, the platform has also prepared a high-end cashmere custom product jointly launched with a well-known brand. "Their material is selected from Mongolia quality cashmere, which is rare in China. We want to let users reach more luxury products worldwide."