Glamour sales China - Operation Procedure

Supplier Operation Procedure – Glamour Sales in China

• Shop Registration Procedure

• Payment

• Delivery Procedure

• Marketing

Prepared by Charlotte Lee2013 Oct

Company Background

Glamour Sales is the French entrepreneur which operates"Glamour Sales(GLS)”. The concept of GLS is the net version outletwhich sales high brand items.

2009: Set up in Japan, 40 staffs, (members 150,000) founded by Olivier Chouvet andAlain 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 luxuryretailer invested US$28M

CEO : Thibault Villet

Company Background

Target Customer Group

• Fashion thrister

• Female (70%)

• Age 26-35 (51%)

• 1st Tier city (44%), 2nd tier city (32%), other (24%)

• Product Category : Watch & jewelry 7%, apparel 28%, cosmetic 19%, shoes 18%, bag 13%

GLS Marketing

• Target at Luxury Brand Online Sales

• Electronic Direct Mailing (EDM)

• > 200 Key online influencers/bloggers

• GLS Weibo content posts

• SEM in Baidu and google

• 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

GLS Operation Procedure

Contract & Stocking List

is confirmed

Doc to GLS (3D)

- Sample

- Description

- Material Image

20% deposit to vendor

(5D)

Deliver to GLS (3D)

warehouse Shanghai

Marketing Content

Production (10D)

Operation: inbound

(10D)

- GLS bar code

- QC & sizing

- Storage

- Organized

READY TO SELL

Sales Event (7D)

Return unsold goods

after sales event 5 days

(2D)

Return Products

Exchanged by

customers or Defective

Products to vendors

EVENT COMPLETED

Vendor issues

Chinese VAT

invoice to GLS

Payment remitte

to Vendor after

VAT invoice

receipt

GLS Operation Inbound & Outbound

Product label

GLS bar code

Products QC & Sizing

Storage & Organize

Product in GLS courier

package

Package sort, load & deliver

Inbound Outbound

GLS Marketing Road path

EDM

Newsletter

Brand Event launch

SEMDisplay Ads

EventsBloggers

• followers is 130, 430• to keep people following upcurrent events• to create opportunities totalk about hot topics• to interact with members• to organize lucky drawactivities.

Before a special event opens, members receive a newsletter about newly coming events to plan their shopping

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 Ventes-Privées 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

GLS – Call Centre and Customer Service

Before

Sales

• Inbound transaction

• Customer inquiry

• Product Information

• Selling opportunities

During

Sales

• Confirm cash-on-delivery orders

• Follow up customers address

• Any outstanding inquries

After

Sales

• Handle Customer complainsts

• Give Return code if receive call and goods selling within 7 days

Charges & Service

Ch

arge

• 35% based on GLD website selling price

• Example

Serv

ice • 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

- Retail Price: ¥1000- GLS Price: ¥500- Sale qty: 10 pcs- GLS Margin: ¥ 1750- Pay to Vendor: ¥3250

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

• 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 Lee2013 Oct

THANK YOU

APPENDIX – GLS Timeline