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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