In China, Designer Goods Delivered to Your Doorstep
“The brands are finally starting to intellectualize the fact
that to succeed in China, they need to go online,” said Alexis Bonhomme, co-founder of CuriosityChina, a Beijing-based digital marketing and tech company that works with luxury brands.
“But because we own the logistics we are really able to deliver luxury goods in a way
that makes shoppers feel like they are getting the same special experience as they get offline.”
Chinese shoppers have long dominated the global luxury market.
Until recently, however, many Chinese luxury purchases were being made overseas or through daigou — personal shoppers who buy goods abroad
and bring them into China, avoiding the country’s hefty taxes.
“Mass market brands already know that there is no choice
but to be on these e-commerce platforms,” said Liz Flora of L2, a market research company based in New York.
“One of our goals was to clean up the e-commerce market so we could ensure
that anyone who bought online was buying a real Tag Heuer,” said Leo Poon, general manager of Tag Heuer in greater China.
