MILAN, Jul 18 (Class Editori) – Moschino steps its game up in China through its shop in the Tmall luxury pavilion. After almost one year of presence on the B2C platform of the Alibaba group, the Aeffe-controlled brand saw the Chinese market provide around 14% of its total turnover. In 2018, the group's business volumes reached over 250.8 million euros (+13.6% against 2017), and registered a further increase of 10.7% (71.4 million in revenues) during the first three months of 2019.
Gabriele Maggio, CEO of the brand, explained: "E-commerce results [are of particular importance], since they are worth around 7/8%of our total results, and yet they account for almost 8/10% of our total business in China. It makes for a good achievement, in particular considering that we opened our shop just one year ago. Our presence on the Tmall was fundamental, of course, not only for its economic value, but also in terms of analytics and communication capacity, given how the Chinese market keeps growing and evolving". This aspect came across with particular force through Christina Fontana – Business Development Director of Alibaba Italy – showcasing the data relating to the Chinese group's last completed financial year.
"Turnover grew up 51% and reached 853 billion dollars (around 760.5 billion euros against current exchange rates), and consumers numbers have gained around 100 million units more". So, in regard to Moschino – which "can count on Jeremy Scott, who is a well-know personality in China" – Maggio added: "On June 18th we livestreamed an event we held in our Shanghai Kerry Center boutique, gathering around 190 thousand views. Our goal for the future is to keep growing and coordinating our work with Tmall – all this without disrupting the traditional shops sales balance, which remains fundamental".
As explained by Fontana, in economic terms: "The contract must be renewed every year for 8 thousand euros, and the amount gets paid back whenever a certain commercial milestone is achieved – which varies between 1.5% and 5%, based on the goods category (the higher the category, the lower the rate). On top of this, one needs to consider the deposit for opening the Alipay account – necessary for the performance of most transactions – of about 20 thousand euros". Then he concluded: "In particular, Tmall has made a lot of effort in fighting counterfeiting. The platform hosts only producers, basically, around a hundred luxury brands including Kering's ones – we had a lawsuit running with them, related to some counterfeit products – and I believe this is the tangible result of an important effort".
(Source:Class Editori)
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