The turnover of Estee Lauder’s Tmall flagship store in June was nearly 10 million yuan, stimulating the off-line store sales at the same time.
According to CCW.com.cn, there were a total number of close to one million visitors and over two million views on Estee Launcher Tmall store. Their products were bookmarked over 50 thousand times by over 30 thousand visitors.
Estee Lauder launched Tmall flagship store on 21 May as the only authorized third-party e-commerce platform in China and the sales exceeded RMB 3 million on the first day.
Tmall has received a lot of expectations from luxury brands such as Burberry; and, it can not be treated as an alternative sales channel without an operation strategy. Estee Lauder chose Tmall as product launch platform of its upgraded product ANR3 eye cream with limited quantity. ANR3 has 25% market share in China’s premium skin care market. In China, every one of four bottles of eye cream is ANR eye cream.