The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
It is estimated that daigou (as grey market substitute shoppers or parallel importers are known in China) sold more than 28 million yuan ($4.3 million) worth of luxury handbags, from Gucci’s Marmont to Celine’s Box, Loewe’s Puzzle, Balenciaga’s Hourglass and Prada’s Hobo.
The latest Daigou Index Report from Re-Hub, conducted in February, over the major annual shopping occasions Chinese New Year and Valentine’s Day, used AI to track the 28,000 daigou listings and sales of these five iconic handbag styles on sale via Alibaba’s Taobao platform.
It found that 77 percent of identified daigou listings were for products shipped from overseas, rather than from within China. Of the styles of handbags tracked for this study, Gucci’s Marmont bag was by far the biggest seller, with 1,980 bags sold for a total value of 12.5 million yuan ($1.92 million).
As luxury brands increase their e-commerce presence in China, in order to reach the country’s younger consumers, they find themselves directly competing with daigou sellers, who have long done the bulk of their trade online.
The French beauty giant’s two latest deals are part of a wider M&A push by global players to capture a larger slice of the China market, targeting buzzy high-end brands that offer products with distinctive Chinese elements.
Post-Covid spend by US tourists in Europe has surged past 2019 levels. Chinese travellers, by contrast, have largely favoured domestic and regional destinations like Hong Kong, Singapore and Japan.
While travel to Europe remains muted, Chinese shoppers are flocking to Singapore, Thailand and other Southeast Asian destinations where fashion retailers are hoping Lunar New Year marketing investments will pay off.
Local fashion designers experimenting with puffers and other down clothing have scored collaborations with outerwear companies like Moncler and attracted the attention of prominent international retailers like H.Lorenzo.