Messi's Department Stores To Invest In Jiapin International Or Replace The International Brand.

American retail chiefs Macy's It is announced that it will be regarded as a prelude to Messi's department store's massive entry into the Chinese market by injections of the path of "luxury product network" to enter the Chinese market.

　　 15 million US dollars to invest in Jiapin net

Last week, Messi's Department announced $15 million in funding. VIPStore And get a small stake. Messi store's own brand "I.N.C" part of the commodity will be sold next spring at the latest online shopping platform, "Europe and America net", which is priced at about US $100. Not long ago, the company started selling Messi's own products. The industry believes that such a "test water" convey an intention: Messi department stores began to conduct in-depth study of the Chinese market, and may choose the right time to enter. Messi executives also said publicly that through cooperation with Jiapin net, we can quickly grasp the information of Chinese consumers in shopping habits, shopping patterns and so on, so as to fully understand the characteristics of Chinese market.

This Messi store's own brand on Jiapin online is classified as "international famous product" by China's "online shopping people". The difference between the "big name" brand of the international line brand is that the "international famous brand" is of high cost performance, novel style and low recognition in the Chinese consumer group. How to quickly open up fame, and even adjust products from size and style to better suit Chinese buyers, are all future topics that need to be discussed.

　　 Luxury online shopping increased by 100%

Taobao recently released China's first " online shopping The analysis report of luxury goods industry shows that the growth rate of overseas purchasing luxury goods has increased by 100% annually, and the market scale has reached 15 billion yuan in 2011. It is estimated that the volume of luxury e-commerce market in 2012 will exceed 20 billion yuan.

Statistics from Taobao's "global purchase" show that luxury goods purchased abroad mainly include 5 categories: clothing, luggage, jewelry, watches and cosmetics. By the end of April 2012, the number of daily visits to the global channels was over 200 thousand, and 1 million 800 thousand of the average daily visits were sold on sale. The price of the highest commodity in the channel is as high as 1 million 680 thousand yuan, and the proportion of overseas famous brand and luxury goods transaction increases at an annual rate of 100%.

The most important factor to attract consumers is the price. The purchasing price of Taobao is about 7 to 20 percent off or even lower than that of the domestic counters. Some overseas brands have not set up counters in China, such as TOPSHOP, ASOS, Miss Selfridge and so on.

　　 Hongkong, USA, occupied 2/3

At present, the top ranking countries and regions of overseas purchasing goods are the United States, Japan and Hongkong, China. The total number of commodities in these three countries and regions account for more than 2/3 of overseas purchasing.

Taobao data show that among the overseas purchasing groups, three cities in Shanghai, Beijing and Hangzhou are among the top three buyers, and most of these consumers are highly educated white-collar consumers. Buyers who prefer overseas purchasing mostly come from the big city women (80%) high wage group "big card control", although the number of only 9% of the total number, the purchase amount occupied 41% of the total turnover.