Shulou(Shulou.com)11/24 Report--

At 8 p.m. on October 31, Tmall officially went on sale on Singles Day holiday. With the arrival of a good start, the major luxury brands in Tmall outstanding performance, big-name fans have to pay for love. As the biggest deterministic growth opportunity of the year and a fixed holiday for consumers, Tmall's performance of luxury double 11 has undoubtedly injected new confidence into the industry.

It is understood that in the first hour after the 31-day sale, the total number of consumers who poured into Tmall to buy luxury goods was 1.5 times that of the same period last year. After it went on sale at 8 o'clock, more than 20 luxury brands, including Gucci, Burberry, Ralph Lauren, Montblanc, Rimowa and other luxury brands, traded in the first hour far more than the whole day of the same period last year.

The first-tier luxury brands are still the "white moonlight" of consumers, with Gucci, Burberry and other brands making more transactions in 5 minutes than last year. Participating in the Gucci of Tmall double 11 for the first time not only brought consumers interest-free rights and interest-free rights in 24 installments and online initial money and exclusive Chinese money, but also launched a personalized "hot stamping" service in Tmall for the first time during the double 11 period; Burberry, which has been operating in Tmall luxury products for nearly 10 years, has once again brought consumers a number of limited new products such as Tmall's exclusive scarf, as well as interest-free rights and interests in 24 installments.

(Gucci participated in Tmall double 11 for the first time and launched a personalized "hot stamping" service.)

Young luxury brands with a strong sense of design also explode with strong potential. Double 11 went on sale in 5 minutes, menswear designer brand Thome Brown took the lead in surpassing last year's transaction, and Versace and Pomellato also exceeded the whole day of last year in 10 minutes. Weekend Max Mara surpassed the first wave of sales last year in seven minutes, a week from pre-sale to a good start, and the French brand LEMAIRE, which focuses on "advanced basic models" in a low-key and minimalist style, achieved this result in 10 minutes, quickly surpassing the first wave of transactions last year. Entering Tmall luxury this year, French designer brand Polene, which also participated in Singles Day for the first time, got off to a strong start that night, with turnover in the first hour nearly 30 times that of daily transactions. Valentino, KENZO, MARNI, Maison Margiela, MCM and others are all on the list, with 30-minute transactions exceeding the whole day of last year, of which the number of transactions live broadcast by MCM stores is six times that of the same period last year.

Mature luxury consumers will also be "careful" in Tmall Singles Day holiday. According to Tmall luxury data, VIC consumers who have spent more than three times in Tmall luxury goods in the past year prefer to buy big-brand men's and women's clothing, such as wool, cashmere goods and outdoor items, using interest-free payments superimposed with large discounts to update the seasonal wardrobe.

(Ralph Lauren Tmall double 11AI float Parade)

Young generation Z consumers show a more obvious preference for home furnishings, jewelry and other categories. Such as Shuang 11's popular Gucci double G enamel silver ring, Chopard ice cube 18K gold ring, Wedgwood "fragrant knot rope" champagne goblet, and Ms. Jimmy Choo's classic wedding shoes, Generation Z accounts for more than 70% of the consumption. The first batch of Generation Z has ushered in the "marriage tide". They, who pursue "the flowers of the province", choose Singles Day to buy wedding gifts or gifts in Tmall luxury goods.

It is reported that this year, more than 200 luxury brands participated in Tmall double 11, and the five luxury giants gathered to release more than 100,000 new products, including limited models for the year of the Dragon, stars with the same style, joint models, scarce models with great collectible value, and so on. During the Singles Day holiday, consumers will also be entitled to 12 installments of interest-free and other exclusive benefits. On the night of a good start, nearly 50 luxury brands opened a live broadcast in Tmall to meet the needs of more consumers to "watch and buy".

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