Glamour sales China - Operation Procedure
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  • 1. Supplier Operation Procedure – Glamour Sales in China • Shop Registration Procedure • Payment • Delivery Procedure • Marketing Prepared by Charlotte Lee 2013 Oct
  • 2. Company Background Glamour Sales is the French entrepreneur which operates "Glamour Sales(GLS)”. The concept of GLS is the net version outlet which sales high brand items. 2009: Set up in Japan, 40 staffs, (members 150,000) founded by Olivier Chouvet and Alain Soulas, joined by Thibault Villet; 4 2010: Glamour Sales China, 140 staffs (member 2.5M members in 1,000 cities) 2012: US-based Strategic partnership - Neiman Marcus Group , the famous luxury retailer invested US$28M CEO : Thibault Villet
  • 3. Company Background GLS Marketing Target Customer Group • Target at Luxury Brand Online Sales • Fashion thrister • Electronic Direct Mailing (EDM) • Female (70%) • > 200 Key online influencers/bloggers • Age 26-35 (51%) • GLS Weibo content posts • 1st Tier city (44%), 2nd tier city (32%), other (24%) • SEM in Baidu and google • Product Category : Watch & jewelry 7%, apparel 28%, cosmetic 19%, shoes 18%, bag 13% • Newsletter, Display Ads • Activation Programs - Flash Sales (5-7 brand every week; limited period 48-96 hours on sales) - Group Sales of exclusive products - First-time buyer discount incentive - Members-get-members discount incentive - Others e.. Flash coupon, mid-autumn day promotion
  • 4. GLS Operation Procedure Contract & Stocking List is confirmed Marketing Content Production (10D) Sales Event (7D) Doc to GLS (3D) - Sample - Description - Material Image Operation: inbound (10D) Return unsold goods after sales event 5 days (2D) 20% deposit to vendor (5D) - GLS bar code - QC & sizing - Storage - Organized Return Products Exchanged by customers or Defective Products to vendors READY TO SELL Deliver to GLS (3D) warehouse Shanghai EVENT COMPLETED Vendor issues Chinese VAT invoice to GLS Payment remitte to Vendor after VAT invoice receipt
  • 5. GLS Operation Inbound & Outbound Inbound Product label GLS bar code Products QC & Sizing Outbound Storage & Organize Product in GLS courier package Package sort, load & deliver
  • 6. GLS Marketing Road path EDM Newsletter Before a special event opens, members receive a newsletter about newly coming events to plan their shopping Brand Event launch SEM Display Ads Events Bloggers • followers is 130, 430 • to keep people following up current events • to create opportunities to talk about hot topics • to interact with members • to organize lucky draw activities.
  • 7. GLS Marketing Road path • Before a special event opens, members receive a newsletter about newly coming events to plan their shopping • Member benefit from a privileged access to flash sales to enjoy exclusive products for a limited amount of time with a substantial discount (Model from VentesPrivées in France). • Member need to pay order in 15 minutes; otherwise, the order will be cancelled • Newly registered consumer : receive ¥50 cash coupon for 1st shopping experience
  • 8. GLS – Call Centre and Customer Service Before Sales During • • • • Inbound transaction Customer inquiry Product Information Selling opportunities • Confirm cash-on-delivery orders • Follow up customers address • Any outstanding inquries Sales After Sales • Handle Customer complainsts • Give Return code if receive call and goods selling within 7 days
  • 9. • 35% based on GLD website selling price • Example - Retail Price: ¥1000 - GLS Price: ¥500 - Sale qty: 10 pcs - GLS Margin: ¥ 1750 - Pay to Vendor: ¥3250 Service Charge Charges & Service • Content Product : event banners, product shots, description • Traffic acquisitions : SEO, bloggers, social media • Logistics : QC, Storage Packaging, Shipping to Consumers, outbound • Newsletter • Customer Service Support : Call centre, online chat, Q&A • Activation Program • Sales Report
  • 10. Digital Fashion Marketing In China 1. Glamour-Sales 魅力惠: shared their flash-sale and online boutique marketing strategies 2. Yoox Group: ditta 3. Curiosity China: platforms for the WeChat agency which services premium brands 4. Bundshop: exporting contemporary Chinese design, collaborates with 50 Chinese designers, selling high-quality stylish furniture, home accessories, jewelry, and stationery. 5. Hairbobo : platform that connects hairdressers, salons, and clients. 6. : Set up in 2007, 3M influential, new generation, publish a book on fashion trends 7. PeterXu : Fashion blogger, self-proclaimed fashionista, 1,280,000 followers
  • 11. THANK YOU • This presentation focus on how Glamour Sales operate in China. • Other B2B and B2C platform operation system will be summarizing and compare in last section • New brand + e-commerce strategy in China Prepared by Charlotte Lee 2013 Oct
  • 12. APPENDIX – GLS Timeline