Download - Glamour sales China - Operation Procedure
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Supplier Operation Procedure – Glamour Sales in China
• Shop Registration Procedure
• Payment
• Delivery Procedure
• Marketing
Prepared by Charlotte Lee2013 Oct
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Company Background
Glamour Sales is the French entrepreneur which operates"Glamour Sales(GLS)”. The concept of GLS is the net version outletwhich sales high brand items.
2009: Set up in Japan, 40 staffs, (members 150,000) founded by Olivier Chouvet andAlain Soulas, joined by Thibault Villet; 4
2010: Glamour Sales China, 140 staffs (member 2.5M members in 1,000 cities)
2012: US-based Strategic partnership - Neiman Marcus Group , the famous luxuryretailer invested US$28M
CEO : Thibault Villet
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Company Background
Target Customer Group
• Fashion thrister
• Female (70%)
• Age 26-35 (51%)
• 1st Tier city (44%), 2nd tier city (32%), other (24%)
• Product Category : Watch & jewelry 7%, apparel 28%, cosmetic 19%, shoes 18%, bag 13%
GLS Marketing
• Target at Luxury Brand Online Sales
• Electronic Direct Mailing (EDM)
• > 200 Key online influencers/bloggers
• GLS Weibo content posts
• SEM in Baidu and google
• Newsletter, Display Ads
• Activation Programs
- Flash Sales (5-7 brand every week; limited period
48-96 hours on sales)
- Group Sales of exclusive products
- First-time buyer discount incentive
- Members-get-members discount incentive
- Others e.. Flash coupon, mid-autumn day
promotion
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GLS Operation Procedure
Contract & Stocking List
is confirmed
Doc to GLS (3D)
- Sample
- Description
- Material Image
20% deposit to vendor
(5D)
Deliver to GLS (3D)
warehouse Shanghai
Marketing Content
Production (10D)
Operation: inbound
(10D)
- GLS bar code
- QC & sizing
- Storage
- Organized
READY TO SELL
Sales Event (7D)
Return unsold goods
after sales event 5 days
(2D)
Return Products
Exchanged by
customers or Defective
Products to vendors
EVENT COMPLETED
Vendor issues
Chinese VAT
invoice to GLS
Payment remitte
to Vendor after
VAT invoice
receipt
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GLS Operation Inbound & Outbound
Product label
GLS bar code
Products QC & Sizing
Storage & Organize
Product in GLS courier
package
Package sort, load & deliver
Inbound Outbound
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GLS Marketing Road path
EDM
Newsletter
Brand Event launch
SEMDisplay Ads
EventsBloggers
• followers is 130, 430• to keep people following upcurrent events• to create opportunities totalk about hot topics• to interact with members• to organize lucky drawactivities.
Before a special event opens, members receive a newsletter about newly coming events to plan their shopping
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GLS Marketing Road path
• Before a special event opens, members receive a newsletter about newly coming events to plan their shopping
• Member benefit from a privileged access to flash sales to enjoy exclusive products for a limited amount of time with a substantial discount (Model from Ventes-Privées in France).
• Member need to pay order in 15 minutes; otherwise, the order will be cancelled
• Newly registered consumer : receive ¥50 cash coupon for 1st
shopping experience
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GLS – Call Centre and Customer Service
Before
Sales
• Inbound transaction
• Customer inquiry
• Product Information
• Selling opportunities
During
Sales
• Confirm cash-on-delivery orders
• Follow up customers address
• Any outstanding inquries
After
Sales
• Handle Customer complainsts
• Give Return code if receive call and goods selling within 7 days
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Charges & Service
Ch
arge
• 35% based on GLD website selling price
• Example
Serv
ice • Content Product : event banners,
product shots, description
• Traffic acquisitions : SEO, bloggers, social media
• Logistics : QC, Storage Packaging, Shipping to Consumers, outbound
• Newsletter
• Customer Service Support : Call centre, online chat, Q&A
• Activation Program
• Sales Report
- Retail Price: ¥1000- GLS Price: ¥500- Sale qty: 10 pcs- GLS Margin: ¥ 1750- Pay to Vendor: ¥3250
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Digital Fashion Marketing In China
1. Glamour-Sales 魅力惠: shared their flash-sale and online boutique marketing strategies
2. Yoox Group: ditta
3. Curiosity China: platforms for the WeChat agency which services premium brands
4. Bundshop: exporting contemporary Chinese design, collaborates with 50 Chinese designers, selling high-quality stylish furniture, home accessories, jewelry, and stationery.
5. Hairbobo : platform that connects hairdressers, salons, and clients.
6. P1.cn : Set up in 2007, 3M influential, new generation, publish a book on fashion trends
7. PeterXu : Fashion blogger, self-proclaimed fashionista, 1,280,000 followers
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• This presentation focus on how Glamour Sales operate in China.
• Other B2B and B2C platform operation system will be
summarizing and compare in last section
• New brand + e-commerce strategy in China
Prepared by Charlotte Lee2013 Oct
THANK YOU
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APPENDIX – GLS Timeline