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Tod’s stronger in China thanks to Tmall

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Keeping up with China requires a lot of mental and economic energy. And if the goal is to permanently enter the imagination of luxury customers, the business is even more difficult, because changes are much faster than in any other market. Without counting cultural susceptibilities and the organization of social and economic life.

A market that cannot be ignored

Long premise to say that there is no fashion house that has had easy success in China, but no one can afford to save energy to conquer the Chinese, offline and especially online, at least until mid-2022, when the borders should reopen. Partnerships are needed to sell and communicate on the web, as demonstrated the Tod’s case . «In 2017 we were among the first Made in Italy brands of excellence to believe in the opportunity created by Alibaba with Tmall , the platform dedicated to luxury – explains Diego Della Valle, president of the Tod’s group -. Today we are present with Tod’s, Roger Vivier and Hogan: we don’t just want to sell, but to be in tune with consumers. Covid has accelerated a process in which the Tod’s group was already committed: it is no longer a question of welcoming the Chinese when they shop in Europe or America, we must go to meet them, also as a sign of respect and gratitude, we could say “.

Driving global recovery and luxury

China and other Asian markets, primarily Korea, were crucial in 2020, when almost the rest of the world was paralyzed by the pandemic, and drove the V-shaped recovery of the first half of 2021: for the Tod’s group, revenues in Greater China grew to 156.2 million in the January-June period (+ 110% on 2020 and + 43.5% on 2019). “Tmall serves about 900 million active consumers in China and we have already passed the results of 2020, which were excellent,” adds Della Valle. Returning to the fact that success in China cannot be taken for granted (yesterday’s decision by yet another American brand, Everlane, to leave the market), Tod’s has become a case history also for the Alibaba group, which interviewed Della Valle for the official video channel Alizila.

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The video of the interview with Diego Della Valle

Communication tool, not just for sales

«Tmall’s customers have the opportunity to understand the artisan content of each product that arrives in their homes from Brancadoro, in the Marche region – underlined Della Valle in the interview with Alizila -. A few decades ago it was unthinkable, because there were so many intermediaries. E-commerce is an extraordinary opportunity for the made in Italy of excellence ».

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