Luxury Brands Must be Online to be Relevant – Cyril Drouin

Apr 11 • ClarkMorgan Insights, Sales and Negotiations Insights • 2067 Views • 3 Comments on Luxury Brands Must be Online to be Relevant – Cyril Drouin

LUXURY BRANDS ONCE BALKED AT THE IDEA of selling or even promoting themselves online. Today, this is no longer the case – particularly in China – where online shopping is almost the exclusive domain of Chinese between the ages of 25 and 40. For traditional luxury brands this cultural phenomenon needs to be embraced if a brand is to remain relevant to the Chinese consumer. So says Cyril Drouin, Chief eCommerce Officer Greater China at Saatchi & Saatchi.

Cyril has lived in China since 1998 and founded BysoftChina in 2003, an eCommerce and digital agency focusing on the Chinese market. He is a regular well-respected speaker and trainer at various digital and eCommerce conferences and hosts high-level training sessions about the Chinese eCommerce ecosystem in China and around the world. Cyril is also teaching eCommerce and Digital Marketing at the MBA level.

 


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3 Responses to Luxury Brands Must be Online to be Relevant – Cyril Drouin

  1. Luxury by definition has to be unique, special, unaffordable by the many. In contradiction e-commerce platforms such as Alibaba, JD.com, etc… have to be affordable and accessible to everyone. This is one of the reasons why the Luxury industry is in contradiction with itself, its image, its meaning. How can you be on the same platform with. Alibaba with fake brands and other cheap products? Do you see Luxury brands next to cheap shops when you walk in the streets or shopping mall. Of course not. You have specially built shopping malls or floors within shopping malls and streets e.g. Bond Street in London. The notion of using on-line to build a Luxury brand is an antithesis to what these products should represent. There is a need to be on-line to bring their Customers to their Stores using their own websites, there is a need to have on-line shop that sell “old stock” supply de-labelled at Alibaba, etc…

  2. Morry Morgan says:

    Jacques,
    I just learnt that Maserati sold 100 of it’s new SUVs on TMall in only 18 seconds! The GM of Maserati, Mirko Bordigo, told me over a coffee that in Italy Maserati is bought by 50+ year olds. In China, people are in their late 20s and 30s!

    For this reason, I can understand why using online platforms makes sense in China – even for expensive luxury items.

    Morry

  3. Morry Morgan says:

    Here’s the interview with Mirko of Maserati discussing how they used TMall to sell 100 SUVs in 18 seconds.
    http://www.clarkmorgan.com/dont-be-scared-of-selling-luxury-online-in-china-mirko-bordiga/

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