Glamour Sales is a French company that operates flash sales of high-end brands online in China. It was founded in 2009 in Japan and expanded to China in 2010, now employing 140 staff and having 2.5 million members. In 2012, Neiman Marcus invested $28 million. Glamour Sales uses flash sales, group sales, and discounts to target fashion-interested women aged 26-35 in major Chinese cities. Products are sent to Glamour Sales, packaged, stored and delivered for flash sales lasting 48-96 hours with substantial discounts off retail prices. Glamour Sales handles marketing, customer service, and payments to vendors after sales.

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. P1.cn : 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