Can luxury brands sell trash bags to Chinese people?
The “Trash Pouch,” which made its debut at Balenciaga’s Fall/Winter 2022 show on August 8, quickly gained popularity after its public premiere that same day. It looks like a trash bag but costs a whopping $1,790. (12,104 RMB). The calfskin leather bag has a faint Balenciaga logo, but it seems more like a garbage bag while it’s being carried.
It’s probable that even people who don’t follow Balenciaga have seen at least a glimpse of the label’s extreme styles, like Joey from Friends-style layering and its signature platform Crocs, on their social media feeds. Simply said, the Trash Pouch is another example of meme-inspired street style. It combines the power of advertising with the anti-fashion sentiment of a backlash against the fashion industry. The issue remains, though, as to whether the Kering-owned brand will feel confident enough to offer the fancy rubbish bag in China, where netizens are notoriously harsh.
After a viral incident in 2018 in which security personnel roughed up some Chinese clients at a Paris department store, Balenciaga has not been one of the most popular brands on the mainland. As a result of the buzz that has surrounded this new release on the internet among both fashion insiders and casual consumers, it may be seen by Chinese millennials as a safe, easily recognizable investment.
After all, the Gucci x Adidas umbrella that rained on Chinese internet users’ parade earlier this year because it wasn’t waterproof did sell out. The press, if any, might as well be good press.
Top 4 E-Commerce Platforms to Sell Luxury in China
There are numerous e-commerce platforms in China, but which one is the best for selling luxury.
In this blog post, we’ll walk through five top e-commerce platforms that sell luxury items in China (Secoo, VIP, RED, Tmall Luxury Pavilion, and JD luxury platform). We’ll also let you know why the own unique benefits and disadvantages of each platform.
JD Luxury ecommerce app
JD.com’s new luxury platform is an innovative way for brands to get their products in front of affluent consumers by giving them the ability to customize a digital flagship store that complements all aspects of the brand including its design, customer service, and marketing strategy. As of 2020, JD has already partnered with over 200 luxury brands including Prada, Miu Miu, and Salvatore Ferragamo. Deliveries are also handled by JD’s fulfillment center. Originally know as Toplife, the app merged with Farfetch in 2019.
Tmall Luxury Pavilion
Tmall Luxury Pavilion has become a privileged platform for high-end brands with over 200 already signed on as of 2021. The Luxury Pavilion is like a hidden oasis for the most exclusive brands. The entry process to get on this coveted platform is by invitation only.
Tmall Luxury Pavilion does not operate as another e-commerce storefront; instead, it is a comprehensive and tailored platform within the Tmall and Taobao eco-system. In the same vein, in order to provide the consumers with access, Alibaba has created a Tmall app icon that is only accessible by those who have been identified as luxury shoppers. Of course, the luxury pavilion is still available to everyone by simply looking for it in Tmall’s search bar.
Launched in 2013 as a UGC app based on customers’ reviews for Luxury and high-end products, Xiaohongshu, also know as RED quickly became the to-go place to look for information on a brand or products. As of 2020, 300 million registered users were using Little Red Book.
The most popular flash sales platform in China, VIP.com focuses on selling high-end international fashion to Chinese consumers at a discount. The VIP Shop eCommerce platform is divided into 2: one for the local app and VIP International.
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