Burberry, the luxury brand, posted a 14% increase in sales in the first half of September 30, 2014.

This rate is 12% higher than that of H RMES International SCA, 5.7% of the Kering SA of Kai Yun group, and 4% of the leather Department of MOET & CHANDON Hennessy LV group (LVMH Mo t Hennessy Louis T).

The old British luxury brand, which has 158 years of sales history of raincoats and leather goods and is famous for its camel, red and black checker designs, claims that its revenue in the first half of the fiscal year was 1 billion 100 million pounds ($1 billion 770 million), reflecting its strong performance in various fields.

The situation is not as optimistic as the figures show: Burberry PLC boboley's same store sales growth in the two quarter and the first quarter were 8% and 12%, respectively, indicating a slowdown in same store sales.

The luxury industry is facing unprecedented challenges.

The Ukraine crisis has caused Russia's demand for products to be hit.

In addition, sales of luxury goods have been affected by the Chinese government's efforts to crack down on corrupt gifts.

In order to cope with the slowdown, Burberry PLC is actively expanding its sales channels.

In April of this year, Burberry PLC landed on Tmall, China's well-known B2C platform Tmall, hoping to reverse the slowdown.

Fashion brands are actively seeking Internet access, and ZARA, HM and other fast fashion are coming to Tmall in the near future, but for the same grade luxury goods, Burberry is the only one.

The strategic cooperation with Tmall means that Burberry will embrace the largest online consumer group in China and the growing number of young people who are keen on luxury consumption.