How This Social Luxury Shopping Startup Stands Out in a Tmall World
In China’s massive e-commerce market, MyMM uses a playbook of social marketing strategies to target audiences with increasingly diverse needs.
MyMM is a cross-border retail app features an array of about 1,200 premium to upscale fashion, beauty, and lifestyle brands and retailers, ranging from Lane Crawford and Revolve, to Jimmy Choo and La Perla.
MyMM is a cross-border retail app features an array of about 1,200 premium to upscale fashion, beauty, and lifestyle brands and retailers, ranging from Lane Crawford and Revolve, to Jimmy Choo and La Perla.
Contents
- Can you elaborate on the gap you see in the current luxury e-commerce market and how you are making your platform stand out among other local players?
- How do you reach the right consumer as a startup e-commerce platform?
- From your experience, how important is it to engage the consumer from multiple marketing channels via an e-commerce app?
- How important is it for brands to start focusing on lower tier city consumers? In your experience, how do luxury brands have to adjust their marketing strategy to reach these consumers?
- Many of the major e-commerce players are turning to KOLs and editorials/events to help market their offerings to consumers – what mistakes or gaps have you seen in the market in terms of brands (or platforms) getting their message out to luxury customers and how would you do it differently?
- What is the advantage of having a community of influencers and users within a semi-open e-commerce platform as opposed to brands working with KOLs strictly through social media channels like WeChat and Weibo?
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