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China E-commerce strategy:  cross-border or domestic e-commerce, what to choose?

Cross-border e-commerce refers to the activity of selling to customers located in different country than the one you are established in and shipping from. At the opposite, domestic e-commerce consists of selling to customers in the same country directly. It is possible when the company has established a legal entity in the country it is…

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Understanding E-Commerce in China: How a Solid Audit Leads to a Successful Implementation 

It is no longer a secret that China is a pioneer in setting a record for e-commerce. In 2020, 782 million Chinese were buying online. In 2021, China reached a new milestone. For the first time in history, e-commerce sales accounted for more than half of retail sales with an estimated 52% compared to 45%…

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E-Commerce in China: What are the Opportunities for International Brands?

Chinese e-commerce has its own specificities and offers great opportunities for foreign companies. But it is, above all, essential to understanding the codes of the Chinese market before you can hope for any success in China. The Chinese consumer is the most connected in the world. In 2021, they spent 5 hours 15 minutes scrolling…

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Christofle Grand Opening

Full Jet is excited to announce the grand opening of the Tmall flagship store of @Christofle, the world-leading luxury silversmith brand from France. The brand furnished many royal houses and luxury hotels including Napoleon III and Elysee Palace with their refined silver tableware, flatware and accessories since 1830. Christofle introduced silver plating and electrolytic gold-gilding…

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De Beers Jewellers Chosed Full Jet!

Full Jet is thrilled to officially announce the grand opening of De Beers Jewellers on the Tmall Luxury Pavilion. The brand made it to the Top 10 in the Jewelry and Accessories category, only 2 months after launching! Founded in 2001, De Beers Jewellers sublimates the natural beauty of diamonds in stunning, timeless creations.…

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De Beers Jewellers Recently Revealed Its New Ambassador!

The luxury jewellery house chose 22-year-old singer and actor Cai Xukun as its new face. Cai is very popular among the younger Chinese generation (more than 34 million followers on #Weibo). De Beers's official Weibo account's announcement was a great success and received more than two million likes and comments. Using male ambassadors to…

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Dr. Martens’s Flagship Store was Honored by the Alibaba Group for their Achievements During this Year’s 11.11 Campaign

This year, once again, Dr. Martens was honored by Alibaba Group at a ceremony in Hangzhou for their Tmall Flagship store’s achievements. In 2019 they won the Dark Horse Brand and the Category Pioneer awards. This year Dr. Martens won the Billion Sales Club along with the top two Chinese footwear brands (Belle and Red Dragonfly), UGG…

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Team’s Favorite 2022 Lunar New Year Capsule Collections

We wanted to share with you the boldest brand capsule collections that will start this New Lunar Year with the strength and courage of a tiger! 1️⃣ Gucci launched their Tiger Collection featuring more than 100 pieces representing various interpretations of the animal by the creative director Alessandro Michele. The brand activated 4 celebrity ambassadors to promote the collection, including famous singers Luhan and…

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JD.COM’s Luxury Partnership with LVMH Reshuffles the Cards of China Luxury E-Commerce

Flexibility is what allowed 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! Bulgari: Users who search for Bulgari on are redirected to a special Bulgari mini-program operated within the infrastructure. Bulgari products will be available in a separate store…

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From Consulting to Operations: IKKS’s China Market Re-Entry Project

IKKS first entered the Chinese market with its brand IKKS Junior and opened stores in 7 premium offline locations in China.  Today, IKKS’s ambition is to re-enter the market and position itself as a premium lifestyle brand both online and offline. Entrusted with this re-entry strategy, our FullJet Team delivered a bespoke strategic plan to…

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Full Jet powered by Baozun, Advised Max Mara and Max&Co. on Their Omnichannel Strategy

The brands (run by GBMax) already have a strong offline presence in China with over 130 physical stores for Max Mara alone. However, last year the Group accelerated its digitalization strategy by opening a Max&Co. flagship store on Tmall Luxury Pavilion and two WeChat Mini-Programs (Max&Co. and Max Mara). They went further in 2020…

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Why Are Benefit Cosmetics and Etude House Closing Most of Their Stores in China?

Covid-19 had a significant impact on physical sales of beauty products that not all brands could offset by increasing their online sales. Especially brands such as Benefit and Etude House were already suffering from a disconnect between their positioning, the beauty market, and their consumers. Benefit Cosmetics has been in China for 14…

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