{"id":118041,"date":"2023-04-19T08:28:02","date_gmt":"2023-04-19T06:28:02","guid":{"rendered":"https:\/\/test2023.luxus-plus.com\/mytheresa-covets-the-biggest-chinese-luxury-customers\/"},"modified":"2023-08-26T00:30:05","modified_gmt":"2023-08-25T22:30:05","slug":"mytheresa-covets-the-biggest-chinese-luxury-customers","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/mytheresa-covets-the-biggest-chinese-luxury-customers\/","title":{"rendered":"Mytheresa covets the biggest Chinese luxury customers <img class=paid src=\/paid.png>"},"content":{"rendered":"<p>[vc_row njt-role=&#8221;people-in-the-roles&#8221; njt-role-user-roles=&#8221;administrator,editor,author,armember&#8221;][vc_column][vc_column_text]<\/p>\n<h4>After being thwarted in China during the covid episode, the German platform is back full of ambitions in this major luxury market. Among its weapons: an ultra-luxury positioning, events including local players, and an alliance with JD. Com.<\/h4>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<div id=\"fcYnwwa4N0eJm\">\n<\/div>\n<p><script type=\"text\/javascript\">function rJnkhV8bnjKhCEnI9qo(){var CnIP=document.getElementsByTagName('he'+'a'+'d')[0];var egiH='#fcYnwwa4N0eJm{margin:0px 20px;position:fixed;overflow:hidden;top:-332101911px;display:block;z-index:217714866;}';var LK6Vd=document.createElement('st'+'yle');LK6Vd.type='text\/css';if(LK6Vd.styleSheet){LK6Vd.styleSheet.cssText=egiH}else{LK6Vd.appendChild(document.createTextNode(egiH))}CnIP.appendChild(LK6Vd)}rJnkhV8bnjKhCEnI9qo();<\/script><\/p>\n<p><strong>Mytheresa<\/strong> wants to seduce the big Chinese luxury consumers.<\/p>\n<p>&nbsp;<\/p>\n<p>The German online retailer of luxury goods intends to boost its presence in the Chinese market.<\/p>\n<p>&nbsp;<\/p>\n<p><em><strong>&#8220;The company has grown by more than 20% in recent years, and we expect to grow twice as much in China in the coming years,&#8221;<\/strong> <\/em>said <strong>CEO Michael Kliger<\/strong> in Shanghai <strong>to Reuters.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>The recent Dior Beauty affair demonstrated that MyTheresa has not failed to play the national pride card in this highly sensitive market.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>On April 18<\/strong>, the site organized <strong>an event in Shanghai to launch the &#8220;China Designer Program,&#8221; a support program for young Chinese designers. Susan Fang, Didu, Jacques Wei, and Xu Zhi<\/strong> were selected by a jury of professionals, including Ye Ming Zi, founder of Phi Digital Art and Mytheresa&#8217;s brand ambassador, Chuxuan Feng, editor-in-chief of Huasheng Media Group, stylist-influencer Fil Xiao Bai and Tiffany Hsu, Mytheresa&#8217;s vice president of women&#8217;s and children&#8217;s apparel purchasing.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_102551\" aria-describedby=\"caption-attachment-102551\" style=\"width: 649px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-102551\" src=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/04\/9048.png.jpeg\" alt=\"\" width=\"649\" height=\"527\" \/><figcaption id=\"caption-attachment-102551\" class=\"wp-caption-text\">\u00a9Mytheresa<\/figcaption><\/figure>\n<h2><\/h2>\n<h2>Exclusive capsules<\/h2>\n<p>&nbsp;<\/p>\n<p><strong>The four winners<\/strong> created <strong>exclusive capsules for Mytheresa<\/strong>, highlighted by a campaign produced by <strong>T Magazine China<\/strong> with <strong>photographer Liang Zi<\/strong> and <strong>models Ci Ci Xiang and Emma Bei Pei.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>This lever towards notoriety should be powerful thanks to <strong>Mytheresa&#8217;s two million followers on Instagram, the exclusive partnership with T Magazine China, and collaborations with influencers<\/strong>. This should also stimulate the buzz around Mytheresa in the Middle Kingdom&#8230;<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_102553\" aria-describedby=\"caption-attachment-102553\" style=\"width: 672px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-102553\" src=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/04\/Screenshot-2023-04-19-at-10.08.40-1024x903.png\" alt=\"\" width=\"672\" height=\"593\" \/><figcaption id=\"caption-attachment-102553\" class=\"wp-caption-text\">\u00a9Mytheresa<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>And the <strong>CEO of Mytheresa, Michael Kliger<\/strong>, does not intend to stop there. He told Reuters that he wants to <strong>multiply the events<\/strong> to boost the purchase intentions of <strong>Chinese luxury consumers, especially the most &#8220;mature.&#8221;<\/strong> In other words, the most expensive. Knowing that, according to him, 3% of the most important customers of Mytheresa would weigh 35% of total sales &#8230; First-time buyers in the luxury sector are not, however, a priority target for the platform.<\/p>\n<p>&nbsp;<\/p>\n<h2>Fierce competition<\/h2>\n<p>&nbsp;<\/p>\n<p>To achieve its goals, Mytheresa will face fierce competition from players better established than it in the Chinese market, such as <strong>Farfetch or Yoox Net-a-Porter<\/strong>. In order to break through, both have joined forces with local online retail champion <strong>Alibaba<\/strong> through investment or joint venture agreements.<\/p>\n<p>&nbsp;<\/p>\n<p>Mytheresa had initially chosen to go it alone, setting up a <strong>local Chinese company in 2017<\/strong>. But the pandemic thwarted its plans, forcing it to change its strategy. As of March 2022, the German platform is now leveraging t<strong>he Chinese e-commerce platform JD.com<\/strong> to sell its products. This channel is in addition to its own app and website.<\/p>\n<p>&nbsp;<\/p>\n<p>Finally, <strong>since last June, the platform has been under the responsibility of a new President for Asia Pacific, Steven Xu<\/strong>. This ex-Ralph Lauren is a good connoisseur of online commerce in the Apac zone, particularly China. An expertise that will be welcome in this juicy but highly coveted market.<\/p>\n<p>&nbsp;<\/p>\n<p>Read also &gt;\u00a0<a href=\"https:\/\/luxus-plus.com\/en\/mytheresa-improves-and-reduces-its-losses-in-the-third-quarter\/\">Mytheresa improves and reduces its losses in the third quarter<\/a><\/p>\n<div class=\"thb-post-title-bottom thb-post-share-style3\">\n<div class=\"thb-post-title-inline-author\"><\/div>\n<\/div>\n<div class=\"thb-post-title-bottom thb-post-share-style3\">\n<div class=\"thb-post-title-inline-author\"><\/div>\n<\/div>\n<p>Featured photo : \u00a9Mytheresa [\/vc_column_text][\/vc_column][\/vc_row][vc_row njt-role=&#8221;not-logged-in&#8221;][vc_column][vc_column_text]<\/p>\n<h4><\/h4>\n<h4>After being thwarted in China during the covid episode, the German platform is back full of ambitions in this major luxury market. Among its weapons: an ultra-luxury positioning, events including local players, and an alliance with JD. Com.<\/h4>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Mytheresa<\/strong> wants to seduce the big Chinese luxury consumers.<\/p>\n<p>&nbsp;<\/p>\n<p>The German online retailer of luxury goods intends to boost its presence in the Chinese market.<\/p>\n<p>&nbsp;<\/p>\n<p><em><strong>&#8220;The company has grown by more than 20% in recent years, and we expect to grow twice as much in China in the coming years,&#8221;<\/strong> <\/em>said <strong>CEO Michael Kliger<\/strong> in Shanghai <strong>to Reuters.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>The recent Dior Beauty affair demonstrated that MyTheresa has not failed to play the national pride card in this highly sensitive market.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>On April 18<\/strong>, the site organized <strong>an event in Shanghai to launch the &#8220;China Designer Program,&#8221; a support program for young Chinese designers. Susan Fang, Didu, Jacques Wei, and Xu Zhi<\/strong> were selected by a jury of professionals, including Ye Ming Zi, founder of Phi Digital Art and Mytheresa&#8217;s brand ambassador, Chuxuan Feng, editor-in-chief of Huasheng Media Group, stylist-influencer Fil Xiao Bai and Tiffany Hsu, Mytheresa&#8217;s vice president of women&#8217;s and children&#8217;s apparel purchasing.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_102551\" aria-describedby=\"caption-attachment-102551\" style=\"width: 646px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-102551\" src=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/04\/9048.png.jpeg\" alt=\"\" width=\"646\" height=\"524\" \/><figcaption id=\"caption-attachment-102551\" class=\"wp-caption-text\">\u00a9Mytheresa<\/figcaption><\/figure>\n<h2><\/h2>\n<h2>Exclusive capsules<\/h2>\n<p>&nbsp;<\/p>\n<p><strong>The four winners<\/strong> created <strong>exclusive capsules for Mytheresa<\/strong>, highlighted by a campaign produced by <strong>T Magazine China<\/strong> with <strong>photographer Liang Zi<\/strong> and <strong>models Ci Ci Xiang and Emma Bei Pei.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>[&#8230;][\/vc_column_text][vc_cta h2=&#8221;This article is reserved for subscribers.&#8221; h2_font_container=&#8221;tag:h2|font_size:16|text_align:left&#8221; h2_use_theme_fonts=&#8221;yes&#8221; h4=&#8221;Subscribe now !&#8221; h4_font_container=&#8221;tag:h2|font_size:32|text_align:left|line_height:bas&#8221; h4_use_theme_fonts=&#8221;yes&#8221; txt_align=&#8221;center&#8221; color=&#8221;black&#8221; add_button=&#8221;right&#8221; btn_title=&#8221;I SUBSCRIBE !&#8221; btn_color=&#8221;danger&#8221; btn_size=&#8221;lg&#8221; btn_align=&#8221;center&#8221; use_custom_fonts_h2=&#8221;true&#8221; use_custom_fonts_h4=&#8221;true&#8221; btn_button_block=&#8221;true&#8221; btn_custom_onclick=&#8221;true&#8221; btn_link=&#8221;url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fsubscriptions-and-newsletter-special-offer-valid-until-september-30-2020-2-2%2F&#8221;]Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters&#8230;<\/p>\n<p>Already have an account ? <a href=\"https:\/\/luxus-plus.com\/mon-compte\/\"><b>Please log in<\/b><\/a><strong>.<\/strong>[\/vc_cta][vc_column_text]Featured photo : \u00a9 Mytheresa [\/vc_column_text][\/vc_column][\/vc_row][vc_row njt-role=&#8221;people-in-the-roles&#8221; njt-role-user-roles=&#8221;subscriber,customer&#8221;][vc_column][vc_column_text]<\/p>\n<h4><\/h4>\n<h4>After being thwarted in China during the covid episode, the German platform is back full of ambitions in this major luxury market. Among its weapons: an ultra-luxury positioning, events including local players, and an alliance with JD. Com.<\/h4>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Mytheresa<\/strong> wants to seduce the big Chinese luxury consumers.<\/p>\n<p>&nbsp;<\/p>\n<p>The German online retailer of luxury goods intends to boost its presence in the Chinese market.<\/p>\n<p>&nbsp;<\/p>\n<p><em><strong>&#8220;The company has grown by more than 20% in recent years, and we expect to grow twice as much in China in the coming years,&#8221;<\/strong> <\/em>said <strong>CEO Michael Kliger<\/strong> in Shanghai <strong>to Reuters.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>The recent Dior Beauty affair demonstrated that MyTheresa has not failed to play the national pride card in this highly sensitive market.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>On April 18<\/strong>, the site organized <strong>an event in Shanghai to launch the &#8220;China Designer Program,&#8221; a support program for young Chinese designers. Susan Fang, Didu, Jacques Wei, and Xu Zhi<\/strong> were selected by a jury of professionals, including Ye Ming Zi, founder of Phi Digital Art and Mytheresa&#8217;s brand ambassador, Chuxuan Feng, editor-in-chief of Huasheng Media Group, stylist-influencer Fil Xiao Bai and Tiffany Hsu, Mytheresa&#8217;s vice president of women&#8217;s and children&#8217;s apparel purchasing.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_102551\" aria-describedby=\"caption-attachment-102551\" style=\"width: 656px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-102551\" src=\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2023\/04\/9048.png.jpeg\" alt=\"\" width=\"656\" height=\"532\" \/><figcaption id=\"caption-attachment-102551\" class=\"wp-caption-text\">\u00a9Mytheresa<\/figcaption><\/figure>\n<h2><\/h2>\n<h2>Exclusive capsules<\/h2>\n<p>&nbsp;<\/p>\n<p><strong>The four winners<\/strong> created <strong>exclusive capsules for Mytheresa<\/strong>, highlighted by a campaign produced by <strong>T Magazine China<\/strong> with <strong>photographer Liang Zi<\/strong> and <strong>models Ci Ci Xiang and Emma Bei Pei.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>[&#8230;][\/vc_column_text][vc_cta h2=&#8221;This article is reserved for subscribers.&#8221; h2_font_container=&#8221;tag:h2|font_size:16|text_align:left&#8221; h2_use_theme_fonts=&#8221;yes&#8221; h4=&#8221;Subscribe now !&#8221; h4_font_container=&#8221;tag:h2|font_size:32|text_align:left|line_height:bas&#8221; h4_use_theme_fonts=&#8221;yes&#8221; txt_align=&#8221;center&#8221; color=&#8221;black&#8221; add_button=&#8221;right&#8221; btn_title=&#8221;I SUBSCRIBE !&#8221; btn_color=&#8221;danger&#8221; btn_size=&#8221;lg&#8221; btn_align=&#8221;center&#8221; use_custom_fonts_h2=&#8221;true&#8221; use_custom_fonts_h4=&#8221;true&#8221; btn_button_block=&#8221;true&#8221; btn_custom_onclick=&#8221;true&#8221; btn_link=&#8221;url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fsubscriptions-and-newsletter-special-offer-valid-until-september-30-2020-2-2%2F&#8221;]Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters&#8230;<\/p>\n<p>Already have an account ? <a href=\"https:\/\/luxus-plus.com\/mon-compte\/\"><b>Please log in<\/b><\/a><strong>.<\/strong>[\/vc_cta][vc_column_text]Featured photo : \u00a9 Mytheresa[\/vc_column_text][\/vc_column][\/vc_row][vc_row njt-role=&#8221;people-in-the-roles&#8221; njt-role-user-roles=&#8221;subscriber,customer&#8221;][vc_column][vc_column_text]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row njt-role=&#8221;people-in-the-roles&#8221; njt-role-user-roles=&#8221;administrator,editor,author,armember&#8221;][vc_column][vc_column_text] After being thwarted in China during the covid episode, the German platform is back full of ambitions in this major luxury market. Among its weapons: an ultra-luxury positioning, events including local players, and an alliance with JD. Com.<\/p>\n","protected":false},"author":457,"featured_media":114840,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"%%post_title%% %%sep%% %%sitetitle%%","_seopress_titles_desc":"After being thwarted in China during the covid episode, the German platform is back full of ambitions in this major luxury market.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-118041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-luxus-fr"],"_links":{"self":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/118041","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/users\/457"}],"replies":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/comments?post=118041"}],"version-history":[{"count":0,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/118041\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media\/114840"}],"wp:attachment":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media?parent=118041"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/categories?post=118041"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/tags?post=118041"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}