Estee Lauder launched their official online shop on Tmall on 21 May 2014 and the total sales reached about 3 million yuan on the first day according to leaked sales data online.
According to the leaked data on Weibo, Estee Lauder Tmall store had 7,941 transactions on 21 May 2014; with an average customer purchase value of 339 yuan, the estimated total one day revenue is about 2.69 million yuan.
Estee Lauder has about 170 counters in the country, according to annual sales of 3 billion yuan, the average daily sales is 49,019 yuan per store. The one day sales on Tmall is more than one month revenue of one offline store sales.
Burberry also launched their flagship store on Tmall this week with disappointing performance.