Re-Hub: Tmall luxury goods rankings in Q4 2021

199IT original compilation

With the arrival of winter, scarves have become the champion of luxury goods on Tmall.

The Gucci GG wool scarf has been the best-selling item in the Gucci Tmall flagship store throughout the fourth quarter of 2021. It has accumulated more than 20,000 likes, is priced at 3,800 yuan, and has sold 4,500 pieces.

The Burberry Logo wool scarf has been Burberry's best-selling item, available in four different colors, priced at 2,800 yuan, with about 1,500 sold. This scarf, which is slightly less expensive, saw a price surge in early November, with 1,000 sold in the first two weeks of November.

The Acne Studios checkered rainbow scarf is Acne Studios' best-selling item. It comes in 11 different color combinations and is priced at 2,200 yuan. More than 5,000 pieces have been sold in its Tmall flagship store alone.

These scarves alone show that affordable, entry-level products can be a significant driver of awareness, engagement, and sales on e-commerce platforms.

Brand popularity

Pomellato has seen huge brand exposure through many celebrities wearing their jewellery at various fashion and film awards.

This month, the new Moncler store in Chengdu Taikoo Li, coupled with brand ambassador product displays, cross-border cooperation with AC Milan football team, and new Genius series announcements attracted the attention of consumers. Interestingly, Moncler appeared in the ranking for the second time in 2021, ranking third in September.

Loewe created a sensation with its new pop-up store "LOEWE House" in Taikoo Li Qiantan, and also announced a cross-border collaboration with Spirited Away.

Ralph Lauren teamed up with Xiao Zhan to launch a new perfume. Xiao Zhan has a very strong fan base on Weibo, which helped their search index ranking rise from 82nd to 3rd for luxury goods.

Tod's announced its initial partnership with Xiao Zhan as early as July, and will continue to create buzz through brand-generated content on Weibo, WeChat and Xiaohongshu.

199IT.com Originally compiled from: Re-Hub. Please do not reprint without authorization