A new generation of mainland Chinese luxury consumers is taking shape, and they have come of age in an era in which imported luxury goods and the presence of high-end boutiques could be taken for granted. Brand Off chief executive Yamauchi said the company now plans to expand its use of livestreaming to take Chinese consumers “on virtual shopping tours to our stores in Japan, as they still aren’t able to travel here in person.”Ĭhina’s luxury resale industry will continue to evolve according to the particularities of the market.
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For example, to promote the Japanese resale platforms, Tmall Global curated a content series for a three-day “ Global Discovery” event that featured short videos, live broadcasts, and mini-documentaries exploring Japan’s vintage culture and “what luxury means to young people in China.”Īlibaba’s dedicated livestreaming channel, Taobao Live, has also been embraced by platforms such as Brand Off, which found success using its own staff as hosts for broadcasts in contrast to the more common practice of using outside influencers to promote sales. Resellers on Tmall Global can make use of Alibaba’s extensive marketing resources, which range from consumer data to content development. Tmall Global is also looking to recruit more secondhand luxury partners from Japan, Europe, and the United States and is working with the CCIC to ensure product authenticity and quality on its platform. Reclo reportedly surpassed RMB 10 million ($1.5 million) in sales during that sales event and has racked up more than 149,000 followers since launching its Tmall Global flagship earlier in the year. The Japanese luxury resellers Reclo, Brand Off, Daikokuya, and Brandear all opted for this approach by establishing official flagship stores on the cross-border platform Tmall Global ahead of China’s 618 shopping festival in June 2021. Another option would be to start by investing in direct marketing to Chinese consumers based in more developed resale markets like North America, Europe, and Japan.Īnother route entails strategic partnerships with Chinese platforms, following the model of e-commerce retailers Net-a-Porter and Farfetch in launching branded marketplaces on Tmall Luxury Pavilion. In the near term, the best course of action for international luxury resale platforms in the Chinese market may be to wait it out and see how the market progresses. If international platforms can persuade Chinese luxury owners to consign parts of their collections accumulated over the past decade of shopping sprees, they will obtain a steady stream of inventory for years to come. The relatively small size of China’s luxury resale market and lingering consumer resistance means that China has perhaps the most immediate potential as a sourcing market for international platforms, particularly given their ability to ensure product authenticity. Packed with detailed breakdowns of 11 leading Chinese secondhand luxury platforms, best practices, and insider opportunities for global luxury resale platforms, the report is a must-read for any brand focused on reaching and influencing China’s ascendant young luxury consumer. Here you can confirm with the player whether they want to stay in the Embedded Moments or return to the game immediately.The following is an excerpt from Jing Daily’s market report Leveraging China’s Online Resale Boom. In certain scenarios, the game itself can also request to close the Embedded Moments.Ī case for the game to initiate a request to close the Embedded Moments is when the player is matched with another player to start a battle. The player can close the Embedded Moments at any time to return to the game. The user likes (or removes their like on) a post.
The DOM has been mounted and the data is pending. The type of the event, like VIEW, FORWARD, and VOTE.Ĭustom JSON string depending on the event type. TapMomentPageShortcutKey indicates the ID of the target page. The screen orientation for displaying the Embedded Moments. When there are unread notifications available, you can display a badge on the button for Embedded Moments to remind the player to check the notifications. You can periodically call the API to retrieve unread notifications. The user confirmed to close all the Embedded Moments pages (the “Confirm” button on the pop-up is tapped). The user refused to close all the Embedded Moments pages (the “Cancel” button on the pop-up is tapped). The following types of events are supported: Callback
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The code in the callback function refers to the type of the event.
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