In “Chinese Whispers”, we share the biggest news stories about the luxury industry in China that haven’t yet made it into the English language.
In this week’s edition, we discuss:
- Dior’s official presence on the millennial-focused short video platform Douyin,
- German luxury brand MCM to sell on Alibaba from August 8, and
- Two new Salvatore Ferragamo flagship stores on JD.com.
1. Dior launched an official account on Douyin – LadyMax
To celebrate Chinese Valentine’s Day, French luxury label Christian Dior opened an official account on Douyin and posted five short campaign videos featuring a number of Chinese celebrities – including brand ambassador Angelababy. Following the link provided in the video, viewers can directly purchase new products online. In less than a week, the account has accumulated over 33,000 followers.
2. German luxury brand MCM to sell on Alibaba’s Tmall and Luxury Pavilion – Jing Daily exclusive
On August 8, German luxury brand MCM will reveal its first e-commerce store in China on Alibaba’s Tmall platform, according to an exclusive press release issued by the brand on August 3. The brand will also sell on Luxury Pavilion, Alibaba’s luxury portal. To celebrate the launch, MCM will unveil its 2018 Autumn/Winter collection to Chinese consumers.
3. Salvatore Ferragamo opened two new stores on JD.com – Sina
Italian luxury shoemaker Salvatore Ferragamo has ramped up its digital efforts with the Chinese market. The past week saw the opening of the brand’s two new flagship stores on the country’s second-largest e-commerce website JD.com. The first store selling footwear, apparel and accessories, and the other dedicated to fragrance and perfumes.