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My Favorite China's Brands
CLASS

Monnalisa on Tmall for the "Premiumisation"

August 01, 2019


Abstract : The collaboration is part of a broader strategy for the fashion company 0-16 years, which aims at integrating e-commerce and physical stores, currently 44 in the world – 10 of which in China. 

MILAN, July 31 (Class Editori) -- Monnalisa strengthens its presence in China on Tmall. The company listed on AIM Italia and active in the high-end children's clothing sector, inaugurated its flagship store on Alibaba's B2C platform.

The partnership with one of the world's leading mobile and online e-commerce marketplaces will allow the Arezzo-based brand to establish itself  even more on the Chinese market.  The collaboration is part of a broader strategy for the fashion company 0-16 years, which aims at integrating e-commerce and physical stores, currently 44 in the world – 10 of which in China.

"This agreement with a globalization giant makes us very pride and it is in line with our goal of reaching luxury shoppers, creating a perfect integration between online and offline, offering the most rewarding customer journey for our increasingly demanding consumers, often Millennials, and reinforcing the engagement of our historic brand", said Andrea Mattesini, the Monnalisa Digital Manager.

According to a recent report by Euromonitor International, more and more young Chinese families are looking for social success and, especially for their children, are looking for high-end products. The phenomenon, known as "Premiumisation", comes from the renewed trust in the economy by families that encouraged parents to make high-end purchases: the baby and pre-school segments recorded the most dynamic growth values of the clothing in 2018, with sales up 20%.

"After numerous meetings with the Monnalisa team, especially in the frame of Pitti Bimbo, we are happy that they have chosen to rely on Alibaba and Tmall to continue their expansion in China. In this way the brand has the opportunity to reach a market which is growing and evolving continuosly, allowing Chinese consumers active on our platforms to get to know the Monnalisa brand and the Made in Italy for children", said Christina Fontana, Business development director of Alibaba, which aims at promoting business exports and the Made in Italy in China. 

(Source:Class Editori)

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Keyword: Tmall Monnalisa

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