Sasseur Group, Secoo forge O2O partnership

Upscale Asian fashion e-commerce platform Secoo is to partner with outlet mall operator Sasseur Group.

After signing a memorandum of understanding, the two companies have committed to combine their resources and expertise to drive omnichannel retail networks and explore new business initiatives to offer superior luxury shopping experiences for Chinese consumers.

Among the initiatives planned are flash sales, membership partnerships, online-to-offline initiatives, consumer financing, after-sales services for luxury products and a smart retail model.

“Both companies will work together to deploy an integrated omnichannel network throughout the value chain by sharing resources in merchandise, brands, membership, payment, consumer financing, customer service and big data solutions,” the companies said in a statement.

“In addition, both companies will jointly explore new marketing opportunities centering around upscale lifestyles, such as luxury culture discovery tours and luxury debut shows, to strengthen their influences and capabilities among luxury consumers in China’s key cities and tap into China’s robust luxury market.”

Secoo chairman and CEO Richard Li said his company has been boosting its offline presence by establishing industry partnerships to gain name recognition and pursue omnichannel opportunities.

Sasseur Group is one of the premium outlet mall groups in Mainland China, currently managing and operating nine outlet malls with an overall business area of more than 2 million sqm. It has more than 1.8 million premium members.

Founded in 1989, Sasseur is affiliated with L Catterton Asia Advisors.

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