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Online Channels Diversification


Gucci was looking for an e-commerce partner in China with omni-channel capacities and able to deliver luxury experiences online.


Baozun implemented a long-term strategy with Gucci. They started with the Chinese website, proposing same or next day delivery. To diversify the channel mix, they opened a mini-programs on WeChat with high-tech capabilities such as lipstick AR try-on and a pop-up store on Xiaohongshu. To bring traffic and conversion on these channels, Baozun launched an affiliate tool activated by Sales Agents. Finally, last year, Gucci opened two flagship stores on Tmall Luxury Pavilion, for fashion and for beauty. Today, Baozun is still managing all Gucci channels, always implementing new tools and services (customization, fine jewelry try-on etc.). 

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