Nearly 200 Luxury Brands Enter Tmall To Please 95 Years Later

Tmall luxury products released brand upgrading plan, which will help luxury brands realize digital transformation through ar trial installation, 3D purchase, live broadcast and other marketing methods.

Since this year, luxury brands have accelerated to embrace tmall. So far, nearly 200 (TBD) luxury brands have settled in tmall, becoming the most official platform for online luxury brands to settle in.

Experts predict that, affected by the epidemic situation, China's luxury consumption market share will rise to 40% in the next three years, and 70% of the growth share will also come from Chinese consumers, so the power of online consumption can not be underestimated.

According to the survey, this year is a special year, with a decline of 25% - 35% in the global luxury consumption environment, while the Chinese market may still rise by 10% against the trend. How to connect and please Chinese consumers has become a key factor for luxury brands to survive the cold winter.

China's market is broad, but the consumer groups are significantly different from overseas. Based on the consumption insight of tmall, the proportion of luxury consumers aged 18-35 in China is very high. Among them, the annual growth rate of consumers born after 95 and 00 is twice that of those born in 1980s and 1990s.

At the same time, although consumers are still mainly in the first and second tier cities, consumers in the third to fifth tier cities have shown a trend of high growth, with an annual growth rate of 1.5 times that of the former. Young people in small towns are becoming one of the main consumers of luxury goods. They are the indigenous people of the Internet and a generation growing up with tmall. They have a high acceptance of e-commerce.

In this context, tmall has become a bridge between luxury brands and Chinese young people. In 2020, when the market environment is particularly special, tmall luxury not only ushers in many luxury brands, but also uses luxury Pavilion and luxury SOHO channels to meet the needs of brands and consumers at different stages.

After three years of operation, nearly 200 luxury brands have settled in tmall luxury products, covering heavy luxury, light luxury and fashion luxury brands. It is the most official platform for online luxury brands to settle in. It has continuously improved the operation capacity of luxury brand e-commerce with innovative capabilities such as new experience and new rights and interests.

As the younger generation is completely open to new technologies, new content forms such as live broadcast and short video, as well as KOL, will affect their consumption decisions.

In the future, based on the technical support of tmall flagship store 2.0, AR trial installation, 3D interactive stores, interactive games and other black technologies will be more and more widely used in the official flagship stores of luxury brand tmall. In addition, tmall luxury products will launch SOHO MAG electronic magazine and SOHO live to upgrade the online consumption experience of luxury goods.

At the same time, member service will be put on the important agenda and become one of the key strategies of tmall luxury.

Members will adopt the targeted invitation system, and can enjoy the rights and interests of "priority purchase", "online sale", "luxury gift box" and "exclusive live broadcast of members". Membership system will help luxury brands to move offline membership mode to online, providing consumers with consistent online and offline high standard services.

Recently, Rick helfenbein, former chairman of the American clothing and Footwear Association (AAFA), wrote in Forbes magazine that "tmall has opened up a new world of opportunities for struggling brands and retailers."