BEIJING, May 15, 2019 /PRNewswire/ -- Today, SECOO, Asia's largest premium lifestyle platform, launched the limited-edition collection "Observation", by 'Shang Xia' brand, as the brand's online partner platform. This marks the second cooperation between the brand and SECOO on new arrival and product launch following the "Red-Black Flame" collection. "Observation" is a collection created by 'Shang Xia' and Chinese contemporary photographer and visual artist Chen Man with full dedication, rolling out expressive products featuring "dynamics in immobility". Once again, the launch of the "Observation" collection demonstrates the indisputable leadership position of SECOO in luxury e-commerce platforms and its resolution to lead excellent domestic brands to the international arena.
The new "Observation" collection, also the second fabulous collaboration between 'Shang Xia' and the brand's close collaborator Chen Man, entails ready-to-wear, jewelry and accessories. This collection features elegant, graceful and vibrant design beauty, and ingenious and bold colors and geometric patterns, which brings out the distinctive fusion of fashion and traditions. With special sensual aesthetics, it tells of an intrinsic value - let the future take its course, live in the moment with a peaceful mind, and do not dwell on the past - presenting a brand-new world to us. "Observation" is a renewed narrative of the oriental aesthetics and exquisite craft championed by 'Shang Xia'. It also embodies the brand's "fine living style" that grows out of the integration of traditional culture and modern aesthetics, which coincides with the "high-end premium lifestyle" pursued by SECOO.
Speaking of this launch, Li Rixue, the Founder and CEO of SECOO Group, said: "'Shang Xia' chooses SECOO as the debut platform of 'Observation'. It demonstrates the brand's trust for SECOO, and, more importantly, it represents the brand's recognition of SECOO's exceptional e-commerce sales conversion ability. Global luxury brands are making inroads into China; and similarly, outstanding Chinese brands should go global. SECOO seeks to become a high-end global luxury product and service enterprise. Meanwhile, we are dedicated to promoting high-quality Chinese brands. This cooperation aims to bring the oriental aesthetics of 'Shang Xia' to all corners of the world. In the future, SECOO will engage more brands on our platform, and secure three upgrades, namely technology, supply chain and organization upgrades with a particular focus on the 'small social media + big e-commerce' strategy, to engage with consumers through all-encompassing e-commerce channels in the spirit of 'Devoted to you.'"
The online partnership between 'Shang Xia', backed by Hermès Group, and SECOO, Asia's largest premium lifestyle platform, can be traced back to 2017. As a brand throbbing with artistic expression, 'Shang Xia' has made a perfect choice in debuting the "Observation" collection at SECOO. This is because SECOO not only offers ample cooperation space to the brand and its products, but also leverages its platform influence and multi-party resources to enable closer interaction between 'Shang Xia' and worldwide consumers. It also draws the attention of social elites and celebrities pursuing a high-quality lifestyle to the craftsmanship that has become a legacy of the brand.
Founded in 2008, SECOO now serves more than 27 million high-end consumers and offers over 400 thousand premium products and services sourced from more than 3,800 famous domestic and international brands across a wide selection of clothes & accessories, jewelry, home appliances and artworks. Our collaboration comes to include over 100 top international luxury brands, such as VERSACE, Ferragamo, Tod's and Armani. An international authoritative survey shows that SECOO is currently China and Asia's largest online upscale product and service platform and holds the largest number of authorized distribution partnerships with luxury brands among online sales and service platforms in China.
SECOO has every faith in the launch of the new "Observation" collection. With inherent advantages in precise depiction of the traits of luxury brands, personalized scenario-based purchasing experience and global fashion instinct, SECOO will work with the upgraded powerful resource matrix to enable sweeping brand exposure and transfer a wide range of innovative resources to "Observation" via big data support, consumer observation and targeted marketing strategy, to stage an amazing consumption experience for fashion female consumers along with 'Shang Xia'.