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0We’re unpacking a critical issue affecting luxury and prestige brands operating in China’s discount-heavy e-commerce landscape. With platforms like Tmall and JD and emerging competitors like Douyin and Pinduoduo, brands are constantly pressured to use aggressive discounting strategies to boost sales and visibility.
Jacques Roizen, managing director of China Consulting at Digital Luxury Group, joins us as an industry expert who guides some of the world’s top prestige and luxury brands through these challenges. Together, we’ll explore the long-term impact of discount culture on brand equity, why some brands are starting to ‘detox’ from discounts, and how the rise of the gray market is reshaping consumer expectations.
1. How did you enter the e-commerce luxury business in China?
2. Give us the history of premium/luxury e-commerce and how it evolved from its early days.
3. How important is e-commerce for new consumers to learn about new brands?
4. Where's the pressure for brands to discount so much?
5. Is GMV still an effective measure of performance in e-commerce?
6. How can brands discount detox?
7. Who in the organization can orchestrate a discount detox?
8. What should brands do to improve brand equity? Is livestream a way to do this?
Jacques on LinkedIn: www.linkedin.com
About DLG: www.digitalluxurygroup.com
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Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com
ShanghaiZhan Theme Music: by Bryce Whitwam
soundcloud.com
Bryce on Linkedin: www.linkedin.com
Ali on Linkedin: www.linkedin.com
