Low Price Single Product Volume Flow? MOSCHINO Introduces Underwear Sub Line In China

Italy's fashion brand MOSCHINO has accelerated its expansion in China. Underwear and swimsuit business has recently entered Jingdong to open its first online store in MOSCHINOUNDERWEAR and SWIMWEAR.

At present, the 2019 spring and summer series have been synchronized on-line, to win over Chinese consumers, a variety of exclusive customized online.

Beijing Business Daily reporter noted that the current MOSCHINO Tmall shop, concerned about 120 thousand, but the general sales volume, the page does not show monthly sales volume, and the majority of the number of comments does not exceed 10, while Jingdong MOSCHINO stores, many commodity prices between 400-900, relatively cheap.

Analysts believe that MOSCHINO sales in Tmall platform in general, want to use their own parity brand to continue to test the water online market.

Secondary brand test water

Prior to this, MOSCHINO's main brand settled in Tmall, further opening the way of online expansion.

However, after 8 months or so, the sales volume of MOSCHINO Tmall flagship store did not seem to have increased rapidly.

According to the Beijing Commercial Daily reporter, the number of fans in MOSCHINO Tmall flagship store is 120 thousand, but the sales volume is "hidden". The number of women's loose series cotton t-shirts with the top sales volume is only 6, and the number of comments is not more than 10. This may also be related to the high unit price.

In contrast, MOSCHINOUNDERWEAR and SWIMWEAR, which are located in the Jingdong, have lower prices for single products. Many commodities are priced at 400-900, although the number of products is less than a week, but some of the products have more than 10 comments.

Online customized customers

In order to attract Chinese consumers, the MOSCHINO 2019 new spring summer series will be launched online in Jingdong and will launch a variety of online exclusive customization.

In addition, MOSCHINOUNDERWEAR issued millions of business coupons with Jingdong.

At the same time, the flagship store can enjoy the "White GlovesService" service, and the product is delivered to the customers by driving the new energy vehicle with the white dress gloves and the Jing Zun messenger.

MOSCHINO said that the strategic cooperation between MOSCHINOUNDERWEAR and SWIMWEAR and Jingdong group is an important plan for the brand to enter the Chinese market.

Analysts believe that MOSCHINO wants to make use of Jingdong traffic and big data analysis capabilities to have a precise grasp of user preferences.

So as to seize more market share.

Fast fashion strategy?

In addition to the expansion of online channels, MOSCHINO has previously launched a joint venture with H&M H&M XMOSCHINO, which includes clothing, accessories, household items and pets. Among them, the average price of the clothes is about 600 yuan, and the price of the coat is more than 1000 yuan.

Compared to the brand name 2000-2500 yuan and the price of 10000 yuan on the jacket, the joint series is equivalent to the 2.5-3 discount of MOSCHINO price, and because of the relatively cheap price, H&MX MOSCHINO was sold out at the beginning of the listing.

"Because of this, MOSCHINO has seen the attraction of low price strategy to Chinese consumers, so they want to introduce a relatively cheap underwear sub line, and continue to expand." the honorary consultant of the luxury China Alliance believes that MOSCHINO wants to continue to expand the Chinese market with relatively inexpensive brand lines. For luxury brands, the sales of the third party online platforms may not be significantly improved, and many consumers will still buy products from their own official website or offline channels.

So many luxury brands will attract consumers and expand the market by using joint or parity product lines.

In addition, relative to Gucci, COACH and other brands, MOSCHINO's influence is small, so the on-line Jingdong platform is more for brand communication than sales volume, which is similar to the fast fashion development route. In the future, MOSCHINOUNDERWEAR may launch more parity series to attract domestic consumers.