Independent site sales account for more than 60% of total sales, light luxury DTC brand Lilysilk receives another 10 million yuan in financing

Recently , DTC light luxury silk brand Lilysilk completed a round of A+ financing of tens of millions of RMB, led by Nut Capital and followed by Jiacheng Capital. According to Tianyancha APP data , this is the second time Nut Capital has invested in the brand. The first round of A investment was made in August 2020 .

According to Nut Capital, Lilysilk is a high-end Chinese brand that sells silk clothing and household products to overseas markets. It focuses on providing consumers with high-quality light luxury silk clothing and household products. The silk products it sells include women's and children's silk clothing, silk pajamas, silk and wool blended scarves, as well as silk sheets and pillowcases. The product pricing is basically between US$50 and US$200, and the main target customers are well-educated middle- and high-income women aged 35-54.

Because Lilysilk products are mainly sold overseas, Chinese people are not very familiar with it, but it is well-known abroad. Many fashion media such as Marie Claire, BAZZAR, and VOGUE have reported on it . At present, Lilysilk's main overseas markets include more than 20 countries and regions in the United States and Europe , including the United States, Canada, the United Kingdom, Australia, France, and Germany .

It is worth noting that according to public information, the Lilysilk brand was established roughly between 2010 and 2011. The brand was first sold overseas through third-party channels such as Amazon, and then Lilysilk built its own B2C platform.

Its self-built e-commerce website has a score of 4.3 on Trustpilot. Among the more than 9,400 reviews, nearly 90% of users gave it “Excellent” and “Great” ratings. This performance is close to that of representative high-quality D2C brands in the United States , such as Casper (4.3, 6,000+reviews) and Allbirds (4.5, 300+reviews).

In addition, among all the traffic on the independent site, the natural traffic of related brand words such as "Lilysilk" and "Lily Silk" has been increasing. According to Similarweb statistics, the proportion of natural traffic on Lilysilk's official website in May 2021 was close to 50%.

At present, the sales proportion of Lilysilk's independent station has exceeded 60%. Moreover, the independent station model chosen by Lilysilk is the same as SHEIN , which is a brand independent station model. The core threshold of this model lies in product design and development. Products are the core competitiveness. Therefore, Lilysilk has continuously optimized its flexible supply chain system through self-built factories, fabric improvements, and the development of ERP systems. At present, it can achieve rapid production and delivery within 48 hours after customers place orders.

In addition, in terms of brand marketing and promotion, Lilysilk makes full use of more diversified marketing channels including influencer reviews and media reports. Its main marketing positions include important social media platforms such as Facebook, Instagram, YouTube, and TikTok.

Independent website

silk

DTC