Reappear Tmall's "opening of the store", why is there no "weak consumption" in this big name?

Zhang Hangying, the world's online merchant

Editor Wu Lingwei

"The Chinese market will soon account for 50%of global fashion and luxury consumption. In the next three years, one -third of our group's global investment will be used here."

Optimistic about Chinese young consumers' interest in avant -garde fashion brands, Renzo Rosso, chairman of the Italian luxury group OTB Group, has not concealed the attention of the domestic market recently.

In July, OTB opened in Shanghai Four Stores, including the offline flagship stores of Maison Margiela, Jil Sander, Marni, and Amiri to strengthen the connection with local consumers.

AMIRI China ’s first store is officially opened in Shanghai, and at the same time, it has settled in Tmall Luxury to open the official flagship store of Tmall

Not only offline, luxury giants have also accelerated the embrace of online. Tmall continues to welcome the luxury goods "settled" this year. LVMH's jewelry watch brand BVLGARI Bolgari, Lvmh Group's French men's luxury brand Berluti, luxury down jacket brand Moncler, Amiri, Jil Sander, etc. also settled in Tmall.

Moncler settled in Tmall luxury in July and released a new product of Qixi Festival that cooperates with Chinese artists

Although at the moment, luxury brands have opened a new round of price increases, and they still cannot stop people's consumption enthusiasm. On social media, people shouted "consumption downgrade" while calling "buying bags is comparable to financial management".

In the past year, the average of more than 30,000 new products has been settled in Tmall, which has attracted consumers to chase and buy new. Taking 618 this year as an example, over 300 new products are sold on the first day of pre -sale. Among them Glit increase.

Although the Chinese market is affected by the slowdown of offline luxury consumption, the market recovery is far faster and stronger than people imagine.

LVMH's men's clothing brand Berluti officially settled in Tmall luxury today

The report released by Roland Bergs in June this year shows that the scale of consumption in the Chinese luxury market during the epidemic has not increased, and a rebound has rebounded after a short down decline. A large number of luxury consumption returns has produced a strong growth, and the habit of consumption luxury goods in the country is gradually cultivated. In the next few years, China's luxury consumption growth rate will still maintain a leading position in the Asia -Pacific region.

The Chinese market is still favored by luxury brands, and huge market opportunities are brewing. At the same time, a new trend of digital consumption of luxury products is rising in the Chinese market, becoming an important opportunity for big names.

What are the prices of luxury brands? In China full of vibrant luxury consumer markets, what new actions are there in big names?

Luxury products become new "financial management", gift gifts become new needs

In the Chinese market, big names have felt the enthusiasm of a new generation of young people.

When the Z generation is on the consumption stage, they are becoming the new main force of luxury consumption. Data show that young people aged 21 to 31 contribute 46%of the sales revenue of the Chinese luxury market.

Luxury brands must let go of their reserved and "win" young people -this group of people who are more willing to buy luxury goods in a more convenient digital way.

What luxury do young people like to buy? On the Tmall platform that gathers the biggest luxury brand, many trends can be aware of.

Taking the Qixi Festival just passed as an example, luggage and jewelry are the popular choices for gifts online. The growth rate of trend categories such as women's clothing, ladies, and sports is obvious.

The epidemic is deeper at home, and the sales of exquisite tableware and home supplies are popular. Tmall luxury Qixi data shows that the sales of households have a year -on -year growth rate of more than 3 digits. In addition, young people's pursuit of ritual and trendy influenza also makes digital collections, 3D, and VR new experiences more popular.

Young people who wander in uncertainty have begun to show more enthusiasm for "hard currency" that can preserve value. Buying luxury "financial management" has also become a new wave. For example, during 618 this year, high -end watches with collective value have gained a year -on -year increase in Tmall luxury.

In addition to buying luxury goods to work, young people who are in a strong sense of life in life have also become the main force under the "gift scene". It is reported that among the six major strategies of Tmall luxury, the proportion of young people with the main force of young people and digital pioneers Tanabata reached 50%and 72%, respectively. The "gift giving" transaction growth rate of men's "gifts" of Men this year has further increased, and the proportion of transactions has increased from 57%in 2021 to 70%of this year.

The epidemic may make people's physical distance farther, but in a beautiful festival, send a gift prepared with intentions. Such demand has never changed. Gifts online have become "just needed."

Young groups are people with the fastest and highest penetration rates on online gifts. Tmall luxury Qixi insights show that more than half of the "vibrant youths" and "digital pioneers" groups of young people are the main forces.

Worship young people, the "new test" of big names in China

In order to make the luxury consumption of the digital age "smooth" as offline, in recent years, big -names have continued to innovate with Tmall. Offline stores are customized, maintenance, and after -sales equivalent online.

Before Qixi Festival this year, after observing online gifts became a major driving force for luxury consumption, the big names quickly acted and started another "new test". What is the "attitude" of young people buying luxury gifts online? The sense of participation, differences, and interaction should be engraved with their own "branding" on the gift.

As an e -commerce platform that collects the most luxury brands, Tmall luxury products have been redesigned the "gift" process, from supply to process, from service to experience. Consumers have become simpler and convenient to give gifts online, and gifts are more weight and temperature.

"We hope to make innovative designs such as search, browsing, product page, ordering, etc. for every contact of consumers, so that brands can more accurately match potential consumers and provide consumers with better and more convenient experience. Janet Wang, vice president of Alibaba Group B2C Retail Business Group and General Manager of Tmall Luxury Products, said that under the epidemic, people are more eager to get emotional support. Tmall luxury products are also continuously consolidating product technology and service capabilities to enrich consumer experience.

Specifically, consumers can discover gift gifts from Tmall luxury exclusive pages, or to get inspiration to give gifts through gift filter. In addition, the full link of consumers such as the homepage recommendation, search bearing page and product details page. It is suitable for gift delivery products and the services it provided, which will be clearly marked. Many top luxury goods have also set up functions such as calendar reminders and instant purchase, allowing consumers to first understand the new product dynamics and place one -click order.

"Now that young people give gifts, they are more fun than easy to use. With voice cards, they will have a strong sense of participation." According to Magma Wu, the person in charge of Tmall luxury customer experience and rules. Tmall Luxury's voice gift cards began to launch this year's Qixi Festival.

LVMH's Bulgari, more than 70 % of Qixi Festival this year, uses the "Gift" customization service

In the past, customized services for gifts online, including automatic invoices, gift box packaging, text gift cards, gift list hidden prices, etc. The production link of the voice gift card is more complicated. Tmall luxury and development, security review, rules, Alibaba Cloud and other departments cross -team collaboration.

Luxury brand merchants also actively cooperate to promote the interface opening and mode transformation of their own applet. In the end, after more than 2 months of running -in and debugging, the voice gift card was finally online.

As a platform, Tmall luxury products choose to take the lead in doing this. On the one hand, the needs of consumer gifts are eruption. On the other hand, luxury merchants have uneven digitization capabilities, and the cost and time are huge. As a result, Tmall luxury provides merchants with general components, personalized modules, and free use.

Consumers are exposed to the gifts purchased by Tmall luxury in the buyer's show

At present, more than 80%of the brands on Tmall luxury are providing "gift" services, which is still a fresh attempt in e -commerce. During the Qixi Festival this year, nearly a hundred luxury brands and over 40,000 products were launched in Tmall luxury products. Among them, more than 60 brands such as Parisia, Alexander Damai, Bailian, and Panerai launched gift customization services for the first time Essence

The gift scenes for young people have treated new business increments. It is reported that the luxury merchants who have designed customized services on the line are much higher than the large market, and the purchase conversion rate has also increased significantly.

Online mainstream, big name embrace e -commerce

In the first half of this year, although the luxury market was affected by uncertain factors, its long -term growth trend in China became a consensus. The vast Chinese market is becoming a major luxury brand. In order to sell products to cities with no luxury stores but have enough consumption, mature and complete e -commerce ecosystems have become new opportunities for luxury brands.

Many luxury brands have accelerated the e -commerce platform, and they have also opened the pace of live broadcast. Online luxury consumption represented by Tmall luxury products is becoming the mainstream.

As China's first e -commerce platform that brings together the five major luxury giants of LVMH Group, Kaiyun Group, Chanel, Hermes, and Richemo Group, more than 200 brands have settled in Tmall luxury products. Online, the brand communicates with young people in the digital age through innovative forms such as 3D interaction, AR trial installation, professional live broadcast, and release of digital collections.

Facing Chinese consumers, luxury brands have also lowered their original restraint: grasping traditional festivals for marketing, launching or launching limited models in the Chinese market, and through the transformation of "localization" to obtain the favor of Chinese consumers.

Whether it is a traditional festival such as the Spring Festival or the Tanabata Festival, it is a marketing node that big -names cannot ignore. For example, one month before the Qixi Festival, the big names have entered the state of "preparation". On the day of Qixi Festival, luxury brands first launched more than 800 new Qixi limited new products in Tmall luxury goods, including customized models in the Chinese market. Luxury brands such as Cartier, Kirin, Jiang Shiconton have launched Qixi limited models.

At the same time, the value of luxury goods lies in the brand itself, more considerate and noble services, and its social identity. Therefore, the services that were originally only provided in the store are "one -click copy" online.

Many brands on Tmall luxury products provide the same after -sales service of the store. In the Qixi Festival this year, nearly 20 luxury brands provide hardware warranty, watch testing, dressing, punching, etc., one -click application, and picking up at the door.

According to reports, Tmall luxury "timing" service is accelerating the upgrade.While the genuine guarantee and definition service, the big names also use the digital method to provide a sense of surprise online.For example, this year's Qixi Festival, Cartier Cartier showed a Clash series classic rivet ring gift box at the 3D venue. Consumers clicked the product to enlarge and reduce the product details in 3D space, which is comparable to the real "unpacking".Some watch brands can also show the process of opening the gift box, and those who receive the gift see the first glance.

In addition, such as one -to -one video customer service, digital collections, 3D trial wear, etc., are also attracting and gathering a batch of young people who pursue quality of life.

Facing hundreds of millions of high -quality consumers, in -depth consumer insights and demand mining, and more innovative digital experience and services, becoming a luxurious brand to continue to be in -depth in the Chinese market.

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