×
286
Fashion Jobs
NEWELL
Analyst, Power BI
Permanent · CHENNAI
NEWELL
Associate Manager, Brand Marketing
Permanent · MUMBAI
360 REALTORS
Team Leader/Area Sales Manager/Team Handling - Sales
Permanent · Pune
N R AROMAS
Area Sales Manager
Permanent · Indore
THE INFINITY SPACE
Area Sales Manager - Kotak Group | Hiring Urgently
Permanent · Faridabad
THE INFINITY SPACE
Area Sales Manager
Permanent · Ambala
SUPRO CONSULTING
on Roll - Area Sales Manager
Permanent · Nagpur
QUICK JOBS
Area Sales Manager -Loyalty Channel
Permanent · Ghaziabad
AVANTOR
Area Sales Manager - Chromatography || Hyderabad
Permanent · Hyderabad
PERFECT PUBLISHING SOLUTIONS
Area Sales Manager & Sales Executive-Exp/ Freshers-All India Openings
Permanent · Lucknow
ACME SERVICES PRIVATE LIMITED
Salon Manager/ Area Salon Manager/ Sales Head/ Center Head
Permanent · Mumbai
MAICO VENTILATION PVT LTD
Area Sales Manager - Madhya Pradesh
Permanent · Indore
ACME SERVICES
Finance Manager With a Leading Fashion Brand
Permanent · Surat
HOMEBAZAAR.COM
Hiring For Sales Manager - Real Estate - @ Andheri/Lower Parel
Permanent · Navi Mumbai
ADIDAS
Senior Manager Marketing Operations
Permanent · GURUGRAM
PEOPLE LINK
Immediate Opening of Sales Manager-Home Furnishing-Panipat
Permanent · Panipat
ROYAL TRANSPORT CORPORATION
Sales & Marketing Manager (Full Truck Load And Odc Project Transport)
Permanent · Nashik
MADHU JAYANTI INTERNATIONAL
Area Sales Manager
Permanent · Patna
DMART
Opening For The Post of Circle Head - Operations
Permanent · Bengaluru
PERSOLKELLY INDIA
Area Sales Manager- Corporate Sales-Faridabad- Relocation Company
Permanent · Faridabad
NR CONSULTING
Requirement- Sales Manager- Mumbai
Permanent · Mumbai
XWELL HUMAN RESOURCE
Area Sales Manager All Rajasthan Fmcg Company
Permanent · Ajmer
Translated by
Nicola Mira
Published
Aug 26, 2020
Reading time
2 minutes
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Alibaba renews efforts to woo Gen Z consumers

Translated by
Nicola Mira
Published
Aug 26, 2020

Chinese e-commerce colossus Alibaba is determined to woo young luxury consumers, seeking to boost sales in the post-Covid-19 period, while rumours are rife about the imminent launch of a website for luxury brands by US giant Amazon. In spring, Alibaba introduced the Luxury Soho luxe e-outlet store, joining the ranks of luxury goods site Tmall Luxury Pavilion, and the group has now further enhanced its services with additional functionalities.


Tmall Luxury Pavilion’s live streaming feature appeals to the younger generations - Tmall


Alibaba's charm offensive aims to “educate, entertain and engage the new generation of luxury consumers,” via a plethora of initiatives under the umbrella name ‘New Luxury’, designed to “strengthen the links luxury labels have with Chinese Gen Z consumers, a directional, digital-native customer cohort that is rapidly becoming one of the driving forces of luxury consumption worldwide,” said Alibaba in a press release.

Among Tmall Luxury Pavilion's new features, there is the Soho Live daily broadcast service, focusing on all things luxe. Soho Mag is instead an online magazine dedicated to the latest fashion news, created in collaboration with industry journalists and influencers. Another new service is a multi-tier customer loyalty programme designed to help labels provide high-level experiences to their most valuable customers.

Millennials, consumers born between 1995 and 2010, are forecast to account for 40% of the luxury market worldwide by 2035, as opposed to a mere 4% today, according to the latest report by consultancy firm Bain & Co. A trend that is reflected on Alibaba's Chinese websites where, according to the group, approximately 80% of customers are aged 35 or younger. Among this young clientèle, the fastest-growing age segment is that of consumers aged between 18 and 25, whose numbers have doubled on Alibaba’s sites between July 2018 and June 2019.
 
These figures are highly significant for Western luxury labels, and echo the data published by McKinsey & Company, according to which Chinese Gen Z consumers spend on average CNY25,000 per annum - equivalent to approximately €3,000 - in luxury goods, as much as their parents from the generation born in 1965-70.
 
“By providing Tmall’s unparalleled analytics and insights on luxury consumption in China, we empower luxury brands with a deeper and more accurate understanding of local consumer preferences,” said Mike Hu, vice-president of Alibaba Group and general manager of Tmall Luxury, Fashion and FMCG, cited in the press release. “These insights allow luxury brands to precisely tailor their communications to young Chinese audiences, while staying true to their brand identities,” he added.
 
Tmall Luxury Pavilion was launched in 2017 and currently hosts nearly 200 luxury and designer labels, among them Cartier, Balenciaga, Burberry, Valentino, Hugo Boss, Golden Goose, MCM, Qeelin, Kenzo, Tag Heuer and Zenith. The Luxury Soho site was created in April, and features, among others, Coach, Theory and Moschino.
 

Copyright © 2023 FashionNetwork.com All rights reserved.