How To Play Luxury Electric Business? The Answer To Tmall Luxury Is Worth Seeing.

In January 2019, Alibaba formally formed the Tmall luxury center to prepare for the arrival of the new peak of China's luxury goods business.

Globally, young consumers from the millennial generation and the "Z generation" are becoming the main driving force for the growth of luxury goods, and the main battleground of luxury marketing has gradually shifted from offline to online.

According to the 2018 global luxury industry research report released by Bain consulting, luxury shopping online in 2018 continued to accelerate development, an increase of 22%, and the growth rate greatly exceeded that of offline stores.

In recent years, Tmall has gradually become the main position of brand marketing, and is also the first choice for global luxury brands to enter China.

In response to this trend, Alibaba formally launched the Tmall luxury center in January 2019. In addition to the well-known platform model Luxury Pavilion, Tmall has also incorporated Tmall's luxury official outlets and glamour luxury products.

Luxury Pavilion has attracted many luxury brands to enter, open flagship stores and create a new online marketing gameplay.

For example, in November 2018, Valentino officially entered Tmall Luxury Pavilion. At the opening of the official flagship store, joint Luxury Pavilion invited the virtual idol Noonoouri to deduce Valentino new products, and the group photo and interaction between micro-blog and star Yang Mi triggered widespread concern and heated debate, and also brought success to the success of the Valentino shop.

Tmall luxury official outlets opened in September 2018. It is a multi brand collection store targeting the "luxury" brand. Now it has covered more than 120 luxury brands and designer brands. Through this mode, we introduce more new designer brands and luxury brands, and hatch more potential niche brands.

Three different business models, together constitute a complete luxury electric business solutions.

The layout of these three business domains is viewed by Liu Xiuyun, general manager of Tmall fashion and apparel department: "the degree of digitalization of luxury brands is different. The stages of the development of e-commerce are different, and the demand for Ali platform is also varied. The establishment of Tmall luxury center can meet the needs of luxury brands in different stages of development for online business and digital upgrading."

Lang Xueyue, Tmall's luxury leader, said: "Tmall's strong competitive advantage is the stickiness of young users and their insight through big data. This is what brands want most.

In addition, we have accumulated the absolute number of users and data of clothing and apparel, which can help brands achieve the breakthrough from zero to one at the fastest speed.

The professional team of Tmall luxury comes from the international top luxury group and the international top fashion media group. It has not only professional buyers, luxury brand marketing, content creation and luxury customer management professionals, but also professionals who are familiar with new media technology and data algorithms, relying on the big data and technology empowerment of Ali ecology, providing a full range of data product tools and consulting services for every luxury brand, and on the one hand, it can help the brand advance the layout of new category opportunities, on the one hand, it can help the brand to "grow grass" efficiently.

In the ecology of Ali, luxury marketing is becoming more and more diversified. In the past 520 waves of white season marketing, many luxury officials like TOD S, HUGO BOSS, TAGHeuer, tiger HEGA and so on have joined Tmall luxury products. Do you like my topic, and Tmall luxury products, together create 520 supernatural topics. In addition, popular rap stars join Tmall luxury studio.

On the Tmall luxury platform, luxury brands and young consumers interact and interact with each other, triggering a lot of topics.

It is worth mentioning that the sales of the 520 white season also achieved the satisfaction of luxury brands.

In the upcoming 618 big promotions, Tmall luxury products will focus more on stimulating young consumers and helping luxury brands more flexible in online business.

Tmall luxury will invite a young star to join with some luxury brands who have already entered Luxury Pavilion to perform a different "extravagant 618 celebration". For the brand, the move will combine the influence and appeal of the flow idols and combine with the popular dissemination elements of the two popular young people in the live and electronic journals. This will open up a new way for the luxury brand's new products and tide money. For young consumers, they will open up a brand-new access to understand the luxury brand and get the new luxuries immediately.

What surprises will be brought to Tmall luxury products?