EVENTS

China E-commerce: When To Start, Where To Go

by

Pablo Mauron

|

This is the featured image caption
Credit: This is the featured image credit

Noting the size and complexity of China’s e-commerce landscape, Partner and Managing Director China of DLG (Digital Luxury Group) Pablo Mauron shares some tips and insights on the topic at the fourth Luxury Society Keynote in Shanghai.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

Noting the size and complexity of China’s e-commerce landscape, Partner and Managing Director China of DLG (Digital Luxury Group) Pablo Mauron shares some tips and insights on the topic at the fourth Luxury Society Keynote in Shanghai.

With over 40 percent of the world’s e-commerce transaction volume originating from China, selling online in the home of luxury’s biggest consumer group is no longer a question. It is a necessity. But going about this task is easier said than done, given the size of the market and the intricacies of the Chinese online ecosystem. Beyond adapting the online shopping experience to what locals are used to, many concerns continue to perplex international brands – ranging from issues with logistics to clamping down on grey market sellers.

In his presentation, Partner and Managing Director China of DLG (Digital Luxury Group) Pablo Mauron explores some of these issues, and highlights the differences in working with existing platforms versus building one’s own. A good e-commerce strategy, he points out, would encompass a good mix of the various avenues available on the market to best suit the brand’s business objectives. For instance, brands could host “a pop-up store on WeChat or hosted by an e-commerce partner, selling exclusives”, work with “e-retailers and key distributors that would have access to the best products” and also have a “flagship store that, by definition, will propose the full inventory”. Mauron also mentions that brands could potentially leverage websites that are known for selling off-season items to move their older collections and dead stock.

Watch the video for his full presentation. A PDF version of what he shared is also available for download at the link below.

China e-commerce: when to start, where to go

Pablo Mauron

Partner and Managing Director, China, Luxury Society

Pablo Mauron is the Managing Director at Digital Luxury Group China. Based in Shanghai since 2012, his team successfully manages 360° digital and consulting projects for major luxury brands.

EVENTS

China E-commerce: When To Start, Where To Go

by

Pablo Mauron

|

This is the featured image caption
Credit : This is the featured image credit

Noting the size and complexity of China’s e-commerce landscape, Partner and Managing Director China of DLG (Digital Luxury Group) Pablo Mauron shares some tips and insights on the topic at the fourth Luxury Society Keynote in Shanghai.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

Noting the size and complexity of China’s e-commerce landscape, Partner and Managing Director China of DLG (Digital Luxury Group) Pablo Mauron shares some tips and insights on the topic at the fourth Luxury Society Keynote in Shanghai.

With over 40 percent of the world’s e-commerce transaction volume originating from China, selling online in the home of luxury’s biggest consumer group is no longer a question. It is a necessity. But going about this task is easier said than done, given the size of the market and the intricacies of the Chinese online ecosystem. Beyond adapting the online shopping experience to what locals are used to, many concerns continue to perplex international brands – ranging from issues with logistics to clamping down on grey market sellers.

In his presentation, Partner and Managing Director China of DLG (Digital Luxury Group) Pablo Mauron explores some of these issues, and highlights the differences in working with existing platforms versus building one’s own. A good e-commerce strategy, he points out, would encompass a good mix of the various avenues available on the market to best suit the brand’s business objectives. For instance, brands could host “a pop-up store on WeChat or hosted by an e-commerce partner, selling exclusives”, work with “e-retailers and key distributors that would have access to the best products” and also have a “flagship store that, by definition, will propose the full inventory”. Mauron also mentions that brands could potentially leverage websites that are known for selling off-season items to move their older collections and dead stock.

Watch the video for his full presentation. A PDF version of what he shared is also available for download at the link below.

China e-commerce: when to start, where to go

Pablo Mauron

Partner and Managing Director, China, Luxury Society

Pablo Mauron is the Managing Director at Digital Luxury Group China. Based in Shanghai since 2012, his team successfully manages 360° digital and consulting projects for major luxury brands.

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