As high-end fashion products become increasingly popular in China, international luxury brands are forging partnerships with Chinese e-commerce sites. Despite concerns about whether deal sites are a suitable platform for luxury brands, the staggering sales generated by such events, combined with the success of Deal moon’s collaborations with high-end retailers like Newman Marcus, Berger Goodman, and Strongroom, indicate that Chinese consumers are less hesitant.
For more information on this topic, please refer to the news section in the persistent menu. The following deal sites are popular among big-spending overseas and domestic Chinese looking for bargains in luxury fashion, premium-sporting goods, and tech.
Deal moon is a shopping deal-sharing site that was founded in 2009 and targets overseas Chinese consumers.
In ten years, the site has gained millions of followers across dozens of social media accounts. It had over 100 billion visits in 2022 alone, and its merchant partners have increased from 20 in the first year to over 400 in 2022.
Deal moon started as a platform targeting Chinese living in the US, but has now expanded to other countries such as Canada, Australia, and British.
It operates as a deals aggregation site offering location-based promotions on a variety of goods and services, including luxury items such as La Me, Kate Spade, and Mic Min.
The company’s success can be attributed to its unique business model, which combines social media and e-commerce. Dealmoon has a large following on social media platforms such as WeChat and Instagram, where it promotes exclusive deals and discounts for luxury brands.
The company’s success is also due to its ability to cater to the needs of Chinese consumers who are increasingly interested in luxury goods. Dealmoon’s platform is designed to appeal to Chinese consumers, with features such as Chinese language support, local payment options, and the ability to ship products directly to China.
Furthermore, Dealmoon has successfully established partnerships with luxury brands such as Chanel, Gucci, and Louis Vuitton, which has helped to increase the company’s credibility and reputation among consumers.
Overall, Dealmoon’s success can be attributed to its unique business model, ability to cater to the needs of Chinese consumers, and strong partnerships with luxury brands.
2. DealAM.com (找丢网)
Founded in 2009, Deal Am is another site that mainly focuses on Chinese-American audiences. It offers deals in categories such as electronics, apparel, skincare, and others from over 3,000 merchants, according to its website.
The site’s design places special emphasis on personal health and finance (such as credit card offers), deals on Amazon, and event-based promotions such as “North America’s Double 12”.
The site also manages more than 10 accounts on Sino Weibo and WeChat, two of China’s most popular social media platforms. Unlike many other shopping deals sites where promotions on various categories of goods are aggregated on one site, Deal Am has designated different social media accounts to share content and deals on different categories of goods.
For example, the Weibo account Deal Am Beauty presents more images and videos alongside its makeup and skincare deals, while Hajji Alabamian is run more like a personal blog, with an editor who shares trending restaurants and lifestyle products.
There are several factors that contribute to the success of DealAM.com. Firstly, the website offers a wide range of deals and discounts on a variety of products, which attracts a large number of users.
Additionally, DealAM.com has a user-friendly interface that makes it easy for users to browse and find the deals they are interested in.
The website also has a strong social media presence, which helps to promote its deals and attract new users. Finally, DealAM.com has a dedicated team of professionals who work hard to ensure that the website is updated regularly with the latest deals and discounts.
3. SMZDM.com (什么值得买)
As cross-border shopping becomes more accessible and convenient, a growing number of domestic Chinese consumers are also visiting sites that offer promotions for non-Chinese shopping events such as Black Friday.
Launched in 2011, SMUDGY, literally “what’s worth buying”, is a Beijing-based website that provides deals from both domestic and international retailers and brands, but is aimed primarily at mainland Chinese consumers.
While many of its deals are from domestic e-commerce platforms including the Net East’s Koala, the site has designated pages featuring promotions on international shopping events and deals found on international sites like Amazon.
Since its primary target audience is domestic Chinese consumers, under each deal or recommended item, the site lists “tips for cross-border shopping” such as whether the merchant accepts Union Pay, AliPay, has Chinese consumer support, and provides direct shipping to China, and the like.
Like most Chinese shopping-related websites, SMUDGY is built as a one-stop-shop that not only posts promotions and allows users to socialize with one another, but also runs its own Gouda channel that helps users purchase and ship items from overseas retailers and brands.
Users actively share their shopping experiences and reviews of products in text, photos, and even videos.
In 2013, the company launched its mobile app, which quickly became one of the most popular shopping apps in China. The app provides users with real-time updates on deals and promotions and allows them to easily search for products and compare prices.
To promote the app, SMZDM.com launched a comprehensive marketing campaign that included social media advertising, search engine optimization, and influencer partnerships. The company also offered exclusive promotions and discounts to users who downloaded the app, which helped to drive downloads and increase user engagement.
As a result of these efforts, SMZDM.com’s mobile app has been downloaded over 100 million times and has become a key driver of the company’s growth. The app has also helped to solidify SMZDM.com’s position as one of the top deal websites in China, and has enabled the company to expand its reach to new audiences and markets.
4. Shihuo (识货)
Shihuo (识货), which loosely means “spot the best product”, is a shopping guide, review, and deal site launched by Hutu Sport in 2012. Being a sports-oriented news and blog platform since 2004, Hutu focuses on Chinese men; fewer than 4 percent of its regular visitors are female.
Shihuo (识货), as its subsidiary, has inherited these features from Hutu and built a sports-oriented, male-focused deals-sharing platform that differentiates itself from many other female-oriented shopping sites in China.
The majority of deals on Shihuo (识货) are for basketball and football shoes and equipment, running shoes, fitness gadgets, and apparel from brands such as Timberland, CAT, and NBA teams. As it grows, the site has included more content on electronic devices, home decoration, and watches.
An outstanding feature of Shihuo (识货) is that it provides detailed evidence-based recommendations of what to buy a professional review of SONY headphones, for instance, or a list of gift ideas for users’ girlfriends.
Nike partnered with ShiHuo to tackle counterfeit challenges in China and ensure authenticity for their fans. They built an interactive H5 integrated with ShiHuo, where users could vote for winning teams and win a pair of trainers.
The campaign generated over 575,000 user interactions, 1,301 user-generated posts, and 100 million impressions.
The campaign also directed users to Nike’s authorized e-commerce site, resulting in half a million interactions and potential sales.
5. Knew One
Knew One is a technology and design-focused deals and networking site based in Sheen, home to some of China’s most valuable tech firms.
Compared to similar sites, Knew One is a more close-knit community where members share their interests in small niche items such as artsy British-imported mugs, startup-designed headphones, and high-tech drones.
TOM FORD, SKI, Chanel, Dior, and LAM are also frequently featured on its product recommendation page.
People with similar interests can form or join groups that focus on particular types of products, allowing them to share their own shopping experiences and find reviews in a time-saving fashion. Knew One’s main goal is to introduce the very best goods, regardless of their price.
A chair from Herman Miller Arron that costs over $1,000 or a Pro 2 keyword that sells for over $200 has appeared in their newsletters.
Similarly, Knew One’s target audience is not average online shoppers but high-income people or geeks in the Internet and high-tech industries that want and are financially capable to be the innovators or early adopters of new products.
Knew One also has its own iOS application called Less. Instead of simply migrating content from its website, Knew One has built Less to be a photo-heavy networking app that provides users with different photo editing filters when they want to write and share reviews of certain products.
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International luxury brands are partnering with Chinese e-commerce sites to tap into the growing market for high-end fashion products in China. Despite initial concerns about whether deal sites are suitable for luxury brands, the success of previous collaborations with high-end retailers suggests that Chinese consumers are increasingly receptive to purchasing luxury products through these platforms.
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