The recent origin of Miravia, the new marketplace of the group Alibaba has generated a lot of expectancy, as well as a lot of debates on its future feasibility. The coincidence in the time with the closing of Unilae (the generalist market place created by PC components) has intensified the argument of if it exists space for another generalist marketplace because of the big leadership of Amazon. Amazon is the site number 1 in purchase of products beauty in Spain and already supposes 2,5% of the total market of perfumery and hygiene (off-line+on-line in all the channels) according to data of Kantar Worldpanel (the total of digital purchase in Beauty round 14% at present according to the same source).
It seems that there is consensus in that it will not be easy. So that it triumph it does fault a high investment of resources, be hard to accept lost until half-term, in addition to having an operative model that work. The group Alibaba seem to be conscious of this and besides offers a model differentiated to the of Amazon, giving prominence to the marks and generating a space of purchase more lúdico and linked to the entertainment. We remember that Miravia is the project that substitutes to AliExpress, square that did not achieve join the previous model of AliExpress (product mattered of Chinese with a very oriental aesthetics) with the western marks.
The gala of presentation that organised in Madrid the past 30 November was a clear sample of his bet by the project and the campaign of communication (TV, digital and external) that have launched coinciding with his start, reinforces it.
'Mírme', of VMLY&R Spain for Miravia
It is true that to day of today there are some operative appearances to improve: the sendings do not arrive so fast like the public wait, the web page has some lagoons, quite a lot of pages of product are not the complete that would do fault… Probably, was because of the short term of time in which it has prepared the project, but the group Alibaba has the technology and the sufficient knowledge to go solving it, and besides has under way the preparation of own warehouses that will improve the current logistics. At present, they base in a system dropshipping (the mark prepares the request in his warehouse and the carrier happens to collect it to deliver it to the consumer) that is not the most adapted for an experience of purchase with baskets multiproduct, as your request arrives to you in separate packages.
Like brand, I am happy that there is a new player complementary to Amazon. The markets with a big player dominant are not efficient. Besides, his decision to give priority to the category beauty can give an impulse to the market. At all, more go in the platform appreciates the importance that give him to this category, one of the most notable for them. This is a category where the part playful and the content is very valuable to generate demand and go further of the mere purchase of replacement so usual in the e-commerce.
Like consumer, likes me the bet of Miravia in building a space more playful of digital purchase, with content tied to the entertainment and where the marks can express with greater possibilities. The look and feel is differential and stimulates you to explore the categories looking for new products.
If Miravia triumphs is for seeing, but seems that has the necessary ingredients so that this occurs. The project has a European scope, being Spain the pilot country from where are beginning, for afterward go extending by the rest of the continent.