Retail

Understanding Chinese Consumers’ Behavior of Shopping on Official E-commerce Website of Luxury Brands 了解中国消费者在奢侈品的官网上的购物行为

客户是美国一家知名的轻奢时尚品牌,想通过了解中国消费者网上购买奢侈品的行为,制定数字营销的策略方案,来提高中国消费者在其美国官网的销量。

Background

The client, a US fashion brand encompassing ready-to-wear, shoes, handbags and other accessories, wanted to boost its sales of their US website in the China market by understanding Chinese consumers’ purchasing behavior of luxury brands on international official website, and make a strategic plan to leverage digital marketing tools to increase sales from Chinese consumers


Solutions

•    Understood Chinese consumers’ purchasing behavior of shopping on international official e-commerce website of luxury brands

•    Provided solutions on how to optimize .com e-commerce website for a better international shopping experience for Chinese consumers 

•    Understood Chinese consumers’ perceptions and using behavior of social media tools providing fashion and luxury information

•    Provided solutions on how to leverage digital marketing and social media to increase e-commerce sales especially for China’s Singles Day (the biggest e-commerce promotion day) 

•    Recommended how the client’s US digital team can implement marketing initiatives to attract Chinese consumers


Methodology

•    SmithStreet conducted a consumer survey with 160 effective respondents (screened out of 260 consumers) who have purchased luxury goods online in the past 6 months with a 3:1 ratio between Tier 1 and Tier 2 cities


Selected Findings



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