Secoo to establish a luxury O2O integrated platform

By Natasha Spencer

- Last updated on GMT

Secoo to establish a luxury O2O integrated platform
High-end consumers will soon have access to Secoo’s luxury product-based platform following its brand upgrade.

Secoo held a brand upgrade press conference in Beijing on 17th April 2018. There it announced its new slogan ‘devoted to you’ and discussed the brand’s expansion plans to the public.

A luxurious offer

The China-based company aims to ‘redefine luxury with authenticity, services and lifestyle’, and will now continue these efforts by branching beyond its premium e-commerce platform to enter into the premium lifestyle sphere.

To move forward, Secoo will now add business services and improve solutions for prestige items. This strategy strives to not only offer luxury products including high-end beauty and personal care labels and items but also to offer an overall lifestyle premium opportunity.

"Secoo is emphasizing the importance of lifestyle, luxury e-commerce is only the carrier for us,"​ explained Richard, Rixue Li, the founder and CEO of Secoo Group.

As it expands its business to “satisfy comprehensive demands for consumers”​, Secoo aims to build an offline and online integrated platform.

Sharing his ideas on how premium buyers will use its public-facing platform, Rixue added: “Consumers can not only buy luxury products from our platform, they can also communicate and interact in our physical stores, they can enjoy the best services that other platform cannot offer.”

Celebrating 10 years

As Secoo gets ready to celebrate its ten-year anniversary in July 2018 to bolster the lifestyle concept and service, the company will focus on several key trends that are synonymous with luxury.

These core ideas will focus on: customisation, limited customised products will be on offer; personalisation, Secoo will offer health and personalised educational packages to ensure the high quality of service; a rental service, to enable users to have a seven day try before you buy experience; partnership, Secoo is teaming up with Parkson Retail Group to offer a newly integrated online-offline retail shopping experience relating to cosmetics items; socialising; and co-branding.

Secoo has attained finance reached agreements with over 20 banks for the instalment business. Secoo EEC targets the business service to increase consumers' data and sharing business value. In addition, the Secoo Coosir Project signed more than 1,000 key opinion leaders (KOL) and engaged in a modelling trend and leading consumption direction.

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