Recently, the Italian luxury down jacket brand Moncler, known as the "Feather Emperor", officially entered Tmall Luxury Products, which is also its first flagship store in domestic e-commerce.
Moncler, headquartered in Milan , was founded in 1952. It is highly sought after and favored by fashion trends because of its professionalism and sense of fashion. In order to meet the seasonal consumption needs of Chinese consumers and seize the upcoming Tmall Double 11, Moncler actively develops an online layout, and the opening of the business has brought nearly a thousand products in 18 categories, covering down jackets, sweaters, sweaters, T-shirts, , etc.
To celebrate the grand opening of the Tmall store, Moncler and global spokesperson Wang Yibo launched a new 2022 autumn and winter series, and at the same time released the brand's 70th anniversary limited edition MONCLER MAYA down jacket. The series comes in 13 colors, with the sleeves decorated with the brand's iconic classic patch pockets, and a double-ring logo designed specifically to celebrate the 70th anniversary.
html In July, Moncler Group released its first half of 2022 financial report. It was disclosed that the group's sales in the first half of the year rose 46% year-on-year to 918 million euros, up 62% from the same period in 2019, and its net profit almost tripled to 211 million euros. Among them, Moncler brand sales rose 27% to 724 million euros.Group once predicted that by 2025, more than 50% of the Moncler brand growth will come from China and the United States, and it is also planning to increase the proportion of online sales from 15% in 2021 to 25% by 2025. By 2024, 100 Moncler brand stores will be opened, relocated or renovated. The group plans to continue opening stores in China, including a flagship store in Beijing, and will create a Chinese business unit at its headquarters in Milan, which is enough to see how Moncler attaches importance to the Chinese market.
This time, the layout of domestic e-commerce platforms is undoubtedly to accelerate the growth of online direct sales. In fact, long before Moncler, international down jacket brands have focused on domestic e-commerce platforms. For example, the Simcoe series brand autumn and winter series of Canadian goose was first released on Tmall; the co-branded down jackets launched by Chloe and ski brand FUSALP, Prada recycled nylon down jackets, Burberry classic plaid element down jackets, and the co-branded models of Maison Kitsune and French high-end down jacket brand NIVOSE are all on the shelves.
