Jenny Chan 陳詠欣
Feb 7, 2017

Secret weapons in China's luxury ecommerce: A mobile number and a ribboned box

Clued-in online retailers in China use every aspect of the experience to telegraph luxury to demanding buyers. And domestic companies are better at it than those from the west.

Communicating via SMS, not email, is key. Delivery in one to two days, not a week, is the norm. 

When it comes to buying luxury goods online in China, western e-retailers like Mr Porter lag behind local ones like Tmall, WeChat, JD, Yintai and Secoo, according to a joint report by ContactLab and Exane BNP Paribas.

The latter group taking the lead on both physical...

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