China is home to millions of powerful buyers for online shopping. China’s outsize contribution to global luxury spends, which grew to $291 billion last year. With international travel constrained due to the global pandemic, luxury brands are switching strategies to cater shopping needs of their loyal customers.
LVMH, Gucci, Prada have opened their online flagship store on Chinese major e-commerce platforms. Chinese customers’ virtual shopping experience levels up with the implements of AR/VR technology.
Social media is a new battlefield for brands to compete for prospective customers’ attention. WeChat is believed to lead the future of luxury social e-commerce. To cater Chinese young generation’s shopping habits, Estee Lauder, YSL, Michael Kors, Calvin Klein have continuously launched campaigns on WeChat mini-programs, where customers can play games, easily browse shopping items then place orders.
Luxury sales can be highly driven by an individual’s influence. KOL is not a new concept that means people who influence and be trusted by their community due to their status quo or specialties. On the other hand, KOC is much different from KOL. KOCs are valued by their opinion from their experience with products and services. They are more authentic and closer to their followers. The size of KOCs’ followers might be smaller, but it does not weaken their influence power, especially when it comes to shopping.
Chinese Global E-commerce Festival on 11.11 should be marked on the calendar for those planning to enter China market. Inspired by Black Friday in the US, Chinese e-commerce companies turned the celebration of individualism into the busiest online shopping spree of the year. Huge discounts are offered after year-long build-ups, and some brands can generate up to 80% of their annual revenue out of the event.
Getting technically prepared for the surge of online traffic because service availability during double 11 is crucial. Having a reliable and independent content delivery partner like BaishanCloud will save you from having to compete for network bandwidth on crowded public cloud, who will always prioritize serving their own stressed e-commerce platforms.
During promotions, it’s easy to attract security attacks such as DDoS attacks. To learn more about Baishan’s e-commerce solution and secure content delivery into China and SEA region, you can visit: https://www.intl.baishancloud.com/e-commerce2
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