Flexibility is what allowed JD.com to partner with luxury brands such as Louis Vuitton, Bulgari, etc.
???? What’s this new approach to luxury e-commerce?
A new business model, very adaptable, made by JD.com!
Bulgari: Users who search for Bulgari on JD.com are redirected to a special Bulgari mini-program operated within the JD.com infrastructure. Bulgari products will be available in a separate store within JD.com but not directly on its platform alongside other brands.
Louis Vuitton (LV): Users who search for “LV” on JD.com are redirected to Louis Vuitton’s official WeChat mini-program, where a full range of the brand’s products are available to purchase.
Following these launches, Guerlain opened its flagship store on JD.com for Chinese Valentine’s Day last month. The brand used JD’s Premium Luxury Express Service to provide consumers with a highly personalized and intimate shopping experience including an AR technology for a make-up trial online.
???? The Result:
The partnership added more than 32 million new users, the most significant single-quarter increase in JD.com‘s history!
It is not surprising to see luxury brands partnering with JD.com lately due to the company’s high flexibility, expanding services, and digital marketing tools for premium and luxury brands.
Social commerce platforms such as XiaoHongShu and Douyin (TikTok), among others, contribute to the increase of digital e-commerce touchpoints in China for luxury brands.