BEIJING, March 16, 2018 /PRNewswire/ --
Secoo (NASDAQ: SECO), China's
Premium e-commerce platform attended the Design Shanghai Exhibition
with Pop-up Bar, presenting
signature couture cocktails exclusively made by star bartenders
including Kazuhisa Arai, owner of
Speak Low, which is Asia's No.2
bar, located in Shanghai.
As an official partner of Design Shanghai, Secoo formally
launched its own "24/7 by Secoo" premium cocktail brand during the
event, as the company's first step into the alcohol industry.
Facing growing complicated consumer behaviours and a
fast-changing luxury experience market in China, Secoo has decided to aggressively
pursue market share by not only combatting powerful competitors on
the retail front. The company also seeks to impress the market by
creating a unique luxury experience as well as cultivating new
lifestyle habits in what is the world's largest luxury
market, in which around 85% of the
growth is contributed by the curious and diversity-seeking
millennial generation.
The company invited three top bartenders to serve exclusive and
freshly-made signature cocktails and pre-mixed cocktails for
visitors and, in
return, acquired first-hand market
feedback. To satisfy the diverse tastes of fresh cocktail consumers
and guarantee cocktail quality, Irish
Jameson, British Gin Beefeater, and German Dry Gin Monkey 47
were selected as the base liquors to which Oriental infusions
integrating floral aromas, notes of tea, and cocoa-bitter
earthiness were added.
As part of Secoo's omni channel New Retail strategy, "24/7
Secoo" also embraces exclusive design elements handpicked from
promising designer pools. It is very likely the new "24/7 by Secoo"
will also become a luxury lifestyle initiative that explores
dynamic Chinese alcohol market strategies including industry talent
cultivation and market demand creation.
Mr. Eric Chan, CEO at Secoo Luxe,
the business arm of the group said, "This year, we aim to land
several exclusive bar refreshment spaces around China, to offer our members a more intimate
luxury experience that will further distinguish our services from
traditional retail spaces as well as other major online and
brick-and-mortar rivals. Meanwhile, our cross-field cooperation
with leading players will strengthen Secoo's omni-channel
competitiveness. The cooperation will also incubate some of Secoo's
own interesting and deluxe product lines intended for China's promising luxury market."
According to a source familiar with the matter, Secoo has
secured a partnership with another of Asia's Best 50 bars, Janes & Hooch
(located in Beijing), and will
launch "24/7 by Secoo" there on March
23. The source also said that Secoo is currently in talks
with a wine chateau.
When major international luxury e-commerce platforms like Farfetch absorb
traditional premium brands such as Burberry, Secoo can identify
more possibilities in channel creation and revenue diversification
beyond its partnership with top brands. An example being the
Secoo-Gucci 2018 Valentine's Day joint-sale, for instance.
As a NASDAQ-listed company, Secoo is taking action to exploit
possible new fields regarding its New Retail strategy and
China-based user-experience
building.
In January, the company established an initiative with Malaysian
department store Parkson Group to deepen existing offline
partnerships and operational channel alliances. Earlier this month,
Secoo launched the Goddess Festival targeting China's rising class of independent women with
a newly sophisticated desire for high-end cosmetics.
The latest financial report regarding the company's performance
during the third quarter of 2017 witnessed a strong 44.2% increase
year over year. Considering the company's recent moves in emerging
consumption markets and seasonal sales events such as the New
Year's Holiday and the Chinese Lunar New Year, Secoo's
soon-to-be-released upcoming financial report will be worth waiting
for.
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SOURCE Secoo Holding Ltd.