Driven by the rise of China's middle and high-income classes and their crazy pursuit of better products, China is regarded as the engine of the global luxury industry. Brands from all over the world are rushing to enter the market and reach Chinese customers in different ways.
E-commerce is something that brands cannot ignore. They have to accelerate the adoption if they want to have a say in this market.
Today, we want to look back at the era when China's luxury e-commerce was just emerging. How did vertical e-commerce platforms bring overseas fashion and high-end brands to Chinese consumers? How did they open up a new business battlefield, and how many innovative experiments did they run to do so?
After that, we are going to have some hands-on insights to learn what has changed in this industry. Brand attitude? Consumers? Channels? Formats? For example, the rise of e-commerce livestream?
We are honored to invite Claire Chung, former China General Manager of Yoox Net-A-Porter Group, former vice president of global business development of Shangpin to join us and talk about luxury e-commerce over the past decade.
This is Oscar Ramos, an e-commerce investor myself over the last decade in China, and your host for today. Let’s get a comprehensive understanding of the cross-border luxury commerce today.
Show notes:
02:26 Educating overseas brands about the China market in Shangpin
05:03 The reasons why overseas brands rejected Chinese platforms in early days
08:05 Shangpin partnered with banks to build trust with customers
10:30 First time brought Topshop to China’s online space
13:22 Online consumers for high-end brands in China
16:37 The role of Shangpin in providing unique user experience
19:17 The importance of after-sales customer service
22:04 The biggest changes in China’s luxury ecommerce space
28:32 China’s innovation that is brought to the rest of the world
30:53 How the overseas perceives the innovation from China
35:00 The new definition of luxury
Many thanks to our guest Claire Chung; host Oscar Ramos; producers Eva Shi and Sagar Chaudhary; editor David; organizer Chinaccelerator; and sponsor People Squared. Be sure to check out our website www.chinaccelerator.com
Share, subscribe, review, enjoy!
Follow us on LinkedIn: www.linkedin.com/company/the-china-startup-pulse/
Email us: team@chinastartuppulse.com
用户评论