Tmall luxury discount business upgraded and launched a new channel "Mei Mei"

Currently, consumers can enter the new channel by searching for "Meilihui" on their mobile Taobao. Not only can they purchase the high-cost-performance discounted luxury goods carefully selected by the platform, but they can also experience personalized shopping guide services in the daily updated "Super Benefit Selection" and "Unique Items" columns, and obtain customized exclusive recommendation lists. In addition to the basic guarantee of scanning code traceability and authentic verification, consumers can also enjoy exclusive packaging and personalized customization, and new services such as one-click door-to-door warranty and maintenance will also be launched online.

As one of the main entrances for domestic consumers to access luxury goods, the upgraded Tmall Luxury has officially launched a "dual channel" strategy: it will be operated through two channels, namely, Tmall Luxury Pavilion and MEI , to build a complete online luxury consumption service platform .

Among them, the full-price channel Luxury Pavilion is a brand official flagship store settlement model, with new products counters synchronized and brand rights shared. Currently, there are more than 200 official flagship stores of global luxury brands from top luxury groups , covering categories such as clothing, beauty, jewelry and watches .

MEI is the official direct-operated global discount luxury channel that focuses on cost-effectiveness. It is committed to selecting for users the most cost-effective luxury goods from around the world and across the entire platform, and has selected over 400 luxury brands, fashion brands and designer brands .

"In recent years, the domestic online luxury goods market has developed rapidly, the digitalization process of luxury brands in China has accelerated, and consumer demand has become increasingly segmented and differentiated." Wang Weizhen, general manager of Tmall Luxury Products, said that the consumers who are best at shopping and the best at shopping are all gathered on Tmall, and the demand for cost-effective discounted luxury goods is increasing. The platform hopes to better meet the needs of diverse groups of people.

Over the past year, outbound travel has been cut off due to the global epidemic , and luxury consumption has accelerated online. According to the China Luxury Market Research Report released by Bain , the global luxury market shrank by 23% in 2020, but luxury consumption in China rose by 48% against the trend. By 2025, China is expected to become the world's largest luxury market, among which e-commerce channels represented by Tmall will continue to lead online growth.

Since 2020 , Tmall has seen a concentrated influx of luxury brands. Luxury brands such as Cartier, Gucci , Prada , Balenciaga , and Armani have successively opened stores and actively promoted the digital transformation of their brands on Tmall.

Studies have shown that there are more than 200 cities in China with huge potential for luxury consumption . Tmall can help brands reach China's richest consumer groups in one stop, as it can cover many areas that luxury stores have not yet covered .

"Many new luxury consumer groups have emerged on Tmall, helping brands to accelerate the expansion of their potential customer base." According to Wang Weizhen, young people from small cities, newcomers, the middle class in big cities, trend followers, and experienced buyers are currently the main force of luxury consumption on Tmall.

In addition, in order to enrich the online luxury consumption experience, Tmall uses the platform's digital technology to equip luxury brand flagship stores with AR fittings, 3D store displays, online exhibitions, customized services, etc., allowing brands to communicate with online consumers in a more friendly and younger way.

Tmall

Luxury

Charming HuiMEI