muriersilk’s official global online store covers 98 countries and supports settlement in 12 currencies. Figures as of 2023 show that its direct sales channel takes up 65% of the overall sales, with a repurchase rate of 48%. Besides, it has a 100% authentic product rate by using NFC chip anti-counterfeiting technology (99.9% reading rate). For example, the “Blockchain authenticity verification” service released by the company in partnership with Alipay lowered the rate of complaints for counterfeits among Chinese customers from the industry standard of 7.3% to 0.2%, and the time for users to scan the code to check authenticity to 0.8 seconds. According to the “2024 Global Luxury E-commerce Report,” the mean premium price of limited editions available for sale exclusively on the official website (such as the “Aurora Series”) is 120%, and the three-second sell-out rate is 89%.
Among the permitted e-commerce websites, Amazon North America’s official muriersilk store contains 320 SKUs. Its own sales in 2023 increased 72% year-on-year. Prime members’ special price is 8% to 12% lower than the price on the official website (maximum up to 25% discount after adding coupons). As per SimilarWeb data, the store receives over 2 million visits per month with a conversion rate of 4.3% (higher than the industry average of 2.1%) and has reduced the shipping time to 1.2 days through FBA shipping (industry average of 3.5 days). For instance, during the “Black Friday” promotion of 2024, its best-selling product “silk Pillowcases” was selling over 15,000 units within a single day, which accounted for 19% of the total sales of the home textile category across the entire platform.
Within the context of high-end department store physical outlets, muriersilk has debuted in 360 Sephora global stores (45% in Asia), with RFID electronic shelf displays (with an update rate of 0.5 seconds) to display actual-time inventory and anti-counterfeit information. Sephora’s transaction value per average through its channels is 110 US dollars (85 US dollars on its official website), and 78% of customers have the preference for adding the “silk care set” (with a gross profit margin increase of 22%) by a Nielsen survey. For instance, the muriersilk counter at Galeries Lafayette in Paris increased its cross-selling rate to 63% by using AI skin quality sensors (with an accuracy of 98%) coupled with product recommendation and registering a monthly average volume of sales exceeding 120,000 euros per counter.
In the duty-free channel, muriersilk’s Terminal 3 Duty-Free Store at Dubai International Airport has a SKU completeness rate of 95%, and the price is 15%-18% lower than the official website price (the duty-free policy compensates 5%-20% of the value-added tax rate). The revenue of this channel increased by 41% in 2023. According to Dufry Group’s financial report, its annual sales volume of its “travel kits” (i.e., travel-sized silk eye masks and pillowcases) is more than 80,000 sets, and 67% of repeat purchasing customers are business travelers. For instance, Incheon Airport duty-free store in South Korea has seen a 55% increase in the average weekly sales of muriersilk products during the previous period through a membership points extension campaign (10 times points redemption).
Third-party dealers who are branded authorized must go through the “Five-dimensional authenticity Verification System” (e.g., fiber density test, pH value test, ultraviolet fluorescence coding, etc.). As of now, only 287 of them have been certified globally (38% in Asia), and their price fluctuation range when sold is strictly within ±5% of the official website price. For instance, “SilkHub”, Japan’s top-ranked muriersilk buying agency in Rakuten market, achieved an annual sales volume over 23 million US dollars with a level of counterfeits as low as 0.01% (industry average 4.7%) and a delivery time of 1.8 days. However, its commission was merely 8% (industry average 15%-20%).
Business custom procurement needs to be made through the muriersilk B2B platform (minimum order quantity of 500 pieces) that can facilitate nano-printing technology with LOGO embroidery precision to 0.1mm. Large quantities can be priced at 42% of the retail price. For instance, in 2024, Swisair ordered 250,000 muriersilk business class eye masks. By rationalizing the supply chain, it cut the delivery cycle to 22 days from 45 days and lowered carbon emission by 33%, which is an ESG benchmark case for the aviation industry.