Tmall go­ing for lux­ury dur­ing 11/11 mega sale

China Daily (USA) - - CHINA - By XU JUNQIAN in Shang­hai xu­jun­qian@chi­nadaily.com.cn

Tmall, China’s largest e-com­merce site, will not only sell dis­counted items such as toi­let paper and milk dur­ing the up­com­ing 11/11 shop­ping frenzy this year, but also ex­clu­sive lux­ury brands, such as Maserati au­to­mo­biles and Guer­lain’s night cream, priced at 9,500 yuan ($1,400) for 50 milliliters.

Twenty Maserati Qu­at­tro­porte Gran Lusso cars, re­tail­ing for 1.54 mil­lion yuan in China, will be sold ex­clu­sively on Tmall, the Ital­ian auto brand jointly an­nounce with Tmall on Sun­day in Shang­hai. Some other brands will also be sold as part of the fes­ti­val warmup.

Alibaba said 80 per­cent of the world’s first-class lifestyle brands are avail­able on its B2C plat­form. By en­cour­ag­ing the brands to in­tro­duce new prod­ucts dur­ing the 11/11 shop­ping frenzy— which will last 24 days in­stead of 24 hours this year, start­ing on Oct 21 — the com­pany ex­pects the fes­ti­val will tap into a higher-end mar­ket.

“The match of Maserati and Tmall has al­ready been a suc­cess,” said Pan Weili, se­nior mar­ket­ing man­ager at Maserati China. In March, the com­pany sold 100 SUVs in 18 sec­onds dur­ing a spe­cial pro­mo­tion for the launch of its flag­ship on Tmall.

The tar­get are cus­tomers Alibaba lists as Apass mem­bers. With an ap­proach sim­i­lar to the in­vi­ta­tion-only Black Card sys­tem, Alibaba said its Apass mem­bers drove 100 mil­lion yuan in sales on its two re­tail plat­forms— Taobao and Tmall— every day in 2015. It de­clined to re­veal the num­ber of mem­bers.

“On­line shop­ping has ac­tu­ally helped me to save money,” said Amy Liu, a 28-yearold mother and Alibaba Apass mem­ber who spent more than 400,000 yuan last year. The bulk of her pur­chases are fash­ion pieces, in­clud­ing shoes, bags and clothes.

Last year, Alibaba achieved sales es­ti­mated at more than 91.2 bil­lion yuan on Nov 11.

This year, the num­ber of parcels de­liv­ered is pro­jected to ex­ceed 1 bil­lion, up by 35 per­cent, ac­cord­ing to com­pany fig­ures.

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