Burberry And Other International Brands Gather Behind The Net To Explore The Chinese Consumer Market.

"P" this year, apple, BURBERRY, Estee Lauder, Muji, ASOS and other international brands have been touting the net. According to Tmall statistics, there are more than 4000 overseas brands from 45 countries, many of which have not yet landed in China, and the electricity supplier has become the pioneer of overseas brands exploring the Chinese market.

In the industry view, although there are still some brands are worried about the online and offline channel wars, the channel conflict brought by e-commerce is only temporary, and the channel efficiency improvement will benefit the manufacturers in the long run.

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< p > 45 countries, more than 4000 < a href= "http://sjfzxm.com/news/index_f.asp" > overseas brand < /a >, this is the first report card of Tmall's "fashion" strategy published six months ago.

After many years of "electricity business education", this year's international big name collective OCS, including BURBERRY, Muji and ASOS, have made Tmall the only authorized third party e-commerce platform in China, which has almost covered all vertical industries in Tmall, and has launched exclusive custom products from 3C digital, living appliances, beauty, clothing, home furnishing, jewelry, food and auto parts, and some brands even for e-commerce channels.

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< p > corresponding to good origin and quality is the high price of these brands, but this has not deterred Chinese consumers.

According to the data provided by Tmall, last year's "double 11" day, the German brand Zwilling stores sold nearly 50 million yuan, while the US giant Estee Lauder entered the first day of Tmall and set a sales volume of nearly 3 million yuan. BURBERRY, Tmall's flagship store was not suspected of doubt at the beginning of its business, but the effect exceeded the brand's expectations.

In Tmall's view, the three or four line of urban consumers who can not reach many offline stores is a big harvest of BURBERRY and touches.

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< p > < strong > route exploration China consumption < a href= "http://sjfzxm.com/news/index_z.asp" > market < /a > /strong > /p >

< p > compared with the offline stores, the electricity supplier has become the most popular channel for foreign brands.

Among the more than 4000 brands that have entered Tmall, apart from the famous international brands known to Chinese consumers, many classic brands from Finland, Switzerland, Denmark, Norway, Australia, New Zealand and so on have also quietly landed on the Chinese online market, and many of these brands have not yet opened stores in China.

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< p > Amazon China responsible person accepts the Beijing Commercial Daily reporter's interview, said that because Amazon has rich brand resources in the world, many brands choose Amazon China as the first platform to enter China.

"Amazon has 13 e-commerce sites in the world. Through international websites, we work closely with European and American brands, and 100% are directly working with headquarters to get the best discount and season style."

The official believes that Amazon has become an important tool for foreign brands to explore China's consumer market because of its familiarity with brand data and Chinese consumers.

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"P", a leading operator of a well-known fast fashion brand in the United States, said that sales data on Tmall and other platforms not only enable foreign brands to recognize Chinese consumers, but also have a great reference value for whether brands will invest in China, shop on the ground or even start shop.

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< p > < strong > channel barriers are broken down < a href= > http://sjfzxm.com/news/index_p.asp > breaking < /a > /strong > /p >

< p > except Tmall and Amazon, the platform strategy of Jingdong, jumei.com and No. 1 store, as well as the emergence of flash shopping websites such as vip.com, made the brand touches become more and more common.

Two years ago, a household appliance brand executive said in an interview with the Beijing commercial newspaper reporter that, although the growth rate was high, the main source was the non rational promotion, which could not be the mainstream channel for the sale of household appliances. But now, with the pformation of the Internet, the executive also expressed that the electric business is not only the mainstream distribution channel of the household electrical appliances enterprises, but also the important sales platform for the daily use department stores and even the food category. The traditional retailer and the channel barrier of e-commerce have been broken.

Guo Zhangyou, senior researcher of Orwin consulting retail research division, believes that the channel conflict brought about by e-commerce is only temporary, but the channel efficiency improvement will benefit the manufacturers in the long run.

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< p > for benchmarking events that have been broken down, Tmall considers apple to be a node in Tmall's flagship store.

In January of this year, the digital giant Apple Corp broke the long term channel closure and chose Tmall as the only third party e-commerce platform in the world.

AI media consulting CEO Zhang Yi believes that Apple chose Tmall as an empowerment platform for electronic commerce, on the one hand, to improve the penetration ability of brands in the three or four tier cities of China, on the other hand, it is to increase its market share through Tmall.

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