F O R T M A L L ?

S O , Y O U T H I N K Y O U ’ R E

You’re a flawless brand that doesn’t want to tarnish your pristine

reputation by selling on some crowded site in China…

I mean, “ ”, what general manager would buy that kind of marketing proposal?

Still, if you choose to snub Tmall, your products will enter China anyway, through

“daigous”…

“Nearly 60% of Chinese consumers have made luxury purchases through ‘DaiGou’ rather than from brands or

department stores,” according to a study by Bain & Company.

—Business of Fashion, April 2014

“Daigous" are sellers who buy foreign luxury products abroad and

then back across the mainland border without paying import taxes (usually between 30-60%)…

…jacking up the price enough to make a living while staying well below the official mainland price tag.

The problem is, many daigous— like “Buy Fine”— have large and sophisticated online storefronts, making it nearly

impossible for Chinese to discern real from fake.

And such stores will kill your brand by consistently displaying low sales:

=$1254

0 sales

0 comments

Sure, daigous do help you move merchandise

and bypass legal work in China…

B U T WA I T !

L E T ’ S S E E W H AT E L S E H A P P E N E D W H E N B U R B E R R Y FA I L E D

T O J O I N T M A L L :

It turns out that Burberry is on Tmall anyway… but with no flagship store, no brand control, and rampant POSERS…

FA K E FA K ED A I G O U FA K E

FA K E D A I G O UFA K EFA K E

…soiling the reputation

that Burberry tried so hard to preserve

by not joining Tmall.

=$187

Not to mention that fake Burberry products are having a on Taobao, all with positive customer reviews.

So, what should you do?

1) Realize that it’s COOL to be on Tmall— Chinese don’t discount brands on Tmall— Your reputation will improve by joining

2) Create a flagship store on Tmall — Enjoy brand control

— Flush out fake competitors

3) Join “Weitao”- Tmall’s social media channel — Enjoy a platform for content marketing

— Improve your brand’s presence & credibility

No more hesitating.Join the party of successful brands on Tmall today.

UPDATE: A week after we published this, Burberry decided to listen, and has just opened their first Tmall store!

You won't be sorry, Burberry.

http://red-luxury.com/fashion/bureberry-opens-store-on-tmall-22025?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+RedLuxury+(Red+Luxury)