Bridging the trust gap

The end of the luxury e-commerce dilemma in China

mardi 23 octobre 2018

Rapport

After a three-year slowdown in 2013-2015, the China luxury market is back on a solid growth trajectory. Chinese customers account for 25% to 35% of global luxury sales and most of it (65% to 75%) is happening outside of China. However, shrinking price gaps between China and the rest of the world have been driving Chinese purchases back to China and most of this growth has been happening online. Online sales now represent 9% of China luxury fashion and accessories sales. But online penetration is still low compared to other product categories in China. Most surprisingly, the share of online sales in luxury fashion and accessories is lower in China than in other developed markets. 

“Bridging the trust gap - The end of the luxury e-commerce dilemma in China”, offers luxury brands insights into Chinese consumers’ preference on luxury brand spending, in particular the online channels, and offer tips to brands on how to win and thrive in this growing but competitive market.

Lire la publication

Experts dans ce domaine

Lecture suggérée

jeudi 9 février 2017

Happy Click-mas

Overall retail LFLs were up by 1.0% in Christmas 2016 (as measured by the BRC average) — after 4 years of broadly flat LFL growth

mercredi 14 octobre 2009

Building a brand Chinese can trust

In a market where fakes, pricing scandals and food safety are big issues, trust is the most important criterion for customers in choosing their favourite retail brands

We use cookies to give you the best possible experience on our website. By continuing to browse this site, you give consent for cookies to be used. For more details please read our Cookie Policy.