Tmall and trade show organiser Eurovet ink partnership deal for lingerie market

One of the objectives of Chinese e-tailer Tmall is promoting a more diversified lingerie range to Chinese consumers, notably younger ones, who are keen on having greater choice. This led Tmall to join forces with French trade show organiser Eurovet, a specialist in the lingerie market. They have inked a “long-term” partnership deal which was announced on July 7, at the opening of the Unique by Mode City show in Paris, and which will benefit the brands working with Eurovet.


Marie-Laure Bellon (Eurovet), left, and Christine Jiang (Alibaba) - Photo FashionNetwork.com

Eurovet will in fact act as an intermediary between Tmall and French and international lingerie labels exhibiting at its shows – events like SIL (Salon International de la Lingerie) in Paris and Curve in the USA. Eurovet will pick a selection of lingerie labels which will have the opportunity of tapping a new audience on the Tmall e-store.

In exchange, Tmall intends to support closely the brands which will be offered this opportunity, helping them set up their own website and providing information on the Chinese market. The same information will also be made available to professionals attending the Eurovet shows in Paris, via conferences and workshops.

“The goal is to deploy our respective expertise to offer new opportunities to lingerie labels, which are perhaps somewhat daunted by the challenge of Chinese e-commerce,” said Marie-Laure Bellon, President of Eurovet. According to iResearch, in 2017 Tmall was China’s third-ranked website in terms of gross merchandise value for brands.

The partnership will also enable Eurovet to promote its two supply-chain events in Asia, Interfilière Shanghai and Interfilière Hong Kong, with brands already working with Tmall, with the aim of boosting their connections with the Chinese fashion sourcing market.

Translated by Nicola Mira

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