Just a few short years ago, luxury brands were toying with the concept of selling on Chinese e-commerce platforms. Should we, or should we not?
Concerns about image and presenting products in the best possible digital environment were often raised, and brands grappled with whether or not to set up their own e-commerce platforms in the Middle Kingdom.
Today, much has changed. Being present on a local e-commerce platform is no longer seen as a choice but a necessity by most luxury brands, save for those – including Italian watchmaker and jeweller Bulgari – that still feel strongly about creating an immersive brand environment for their products and growing organically. Besides offering access to a wider audience, such platforms also allow international brands to tap into a broad range of services, experiences and logistics – something extremely crucial in a large and highly populous nation like China.
But the market is huge, and the players are many. Where does one even start? Breaking it down into digestible portions and offering a quick overview of the ten most highly regarded and popular e-commerce platforms in China, the China Luxury E-commerce study by DLG (Digital Luxury Group)* aims to give international luxury brands an idea of what to expect when venturing into China’s e-commerce market.
“The results of the study are, of course, not exhaustive, as the e-commerce landscape is so complex and ever-changing. But with this, we hope to at least offer luxury brands an introduction to selling on e-commerce platforms in China,” shares Pablo Mauron, Partner and Managing Director China of DLG. “This study aims to showcase that there is no one-size-fits-all approach to Chinese e-commerce. Depending on what your goals are, e-commerce strategies should be tailored accordingly,” he adds.
“At the end of the day, the key is for brands to understand what pure players are offering in the market and how they can leverage it – whether or not they choose to develop their own e-commerce platforms in China or not. The China Luxury E-commerce report will serve as a starting point for that,” concludes Mauron.
To access even more insights and information about the e-commerce landscape in China, click on the link below to download the China Luxury E-commerce report.
*Luxury Society is the editorial division of DLG (Digital Luxury Group)