Estee Lauder's Tmall store opened with nearly 7 million sales, the highest sales volume in history

Beijing time, May 27 news, high-end cosmetics brand Estee Lauder announced last week that it will officially enter Tmall. According to a cosmetics industry insider, as of May 25, Estee Lauder's Tmall official flagship store had sales of nearly 7 million in 5 days. The insider emphasized that this is the highest sales volume of a new store in history.

The insider revealed that it was originally thought that first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen were the major buyers of Estee Lauder. However, the purchasing power in Zhejiang, Sichuan and western regions is even stronger. As a company that provides professional skin care solutions for women around the world, 30% of Estee Lauder's users who purchased products on Tmall this time were male.

What is more noteworthy is that Estee Lauder originally expected that 80% of its sales during the opening period would come from promotional packages, but of the actual transaction amount, about 50% came from full-price products, which means that consumers have accepted that online shopping is not just about buying discounted products, and high-end cosmetics users are more concerned about the essence of the brand and the service itself rather than discounts.

It is reported that Estee Lauder has entered Tmall, making Tmall the only authorized e-commerce platform for Estee Lauder in China besides its official website. Estee Lauder has not authorized any vertical e-commerce website.

Industry insiders analyzed that Estee Lauder's entry into Tmall and its great success is one of the milestones in the development of Tmall. Estee Lauder has achieved impressive sales results, and Tmall has shown its determination and sincerity in promoting its brand fashion strategy. The introduction of international first-line brands such as Estee Lauder continues to strengthen the fashion attributes of the Tmall platform, and also sets a benchmark for other international brands to enter.

E-commerce expert Gong Wenxiang said that Tmall has always had a unique advantage in attracting big brands to its platform. In the long run, this will inevitably have some impact on other vertical e-commerce platforms, because big brands all insist on having the only authorized platform, so even if the products sold on other e-commerce platforms are authentic, they will be more or less not legitimate.

The Estee Lauder brand officially announced that Tmall is its only authorized e-commerce platform besides its official website, which also triggered media doubts about the newly listed cosmetics website Jumei Youpin. It is reported that Jumei Youpin also launched an Estee Lauder flagship store on its website. A reporter called Estee Lauder officials and received a response that they had never authorized Jumei Youpin to sell its products.

Estee Lauder has publicly stated that its official sales channels and authorized retailers only include: designated department store counters, the brand's official website and independent stores, Estee Lauder's Tmall flagship store and Sephora. The Estee Lauder brand has not authorized any vertical website to sell Estee Lauder products, and Estee Lauder products purchased through other channels are not guaranteed to be authentic.