Retail

Building the Case for China E-Commerce for a Luxury Lifestyle Brand 为某奢侈生活品牌在华发展电子商务制定战略

客户为某奢侈手提包和配饰品牌,在华拥有实物分销,但线下门店较少,寻求我们探究和发展其电商业务潜力,以提振销量和促进品牌发展。我们通过评估当前中国奢侈品电商的现状,为客户规划多种发货途径和合作方案,同时分析消费者行为,为客户制定有效的商业策略,评估第三方电商服务提供者,并促进双方合作。

Background

The client, a luxury handbag and accessories brand, had limited physical distribution in China and wanted to explore the potential for leveraging e-commerce to drive both sales and brand building activities


Solutions

•    Evaluated current status of luxury e-commerce in China

–Evaluated e-commerce presence and strategy of peer brands
–Mapped out key platforms
–Analyzed industry trends

•    Mapped out various fulfillment and partnership scenarios

–Mapping of key partnership scenarios
–Mapping of key fulfillment scenarios, including local fulfillment and overseas fulfillment
–Identified key roles and responsibilities of different partners

•    Validated the opportunity from the customer perspective by analyzing how traditional retail customers and heavy e-commerce users approach the e-commerce channel

–How they approach luxury
–Analyzed what drives them to buy luxury online
–Determined their approach to different online channels
–Evaluated their reactions to the client’s online assess

•    Determined what channel and pricing/product strategies make sense for targeting each group

•    Evaluated landlord perception of e-commerce to reduce cannibalization between online and offline efforts


Methodology

•    Consumer focus groups among heavy and light e-commerce users in Shanghai

•    In-depth interviews with 20 e-commerce vendors and partners, and 30 landlords across China

•    Arranged meetings between client and select vendors


Selected Findings



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