In China, Designer Goods Delivered to Your Doorstep<br />“The brands are finally starting to intellectualize the fact<br />that to succeed in China, they need to go online,” said Alexis Bonhomme, co-founder of CuriosityChina, a Beijing-based digital marketing and tech company that works with luxury brands.<br />“But because we own the logistics we are really able to deliver luxury goods in a way<br />that makes shoppers feel like they are getting the same special experience as they get offline.”<br />Chinese shoppers have long dominated the global luxury market.<br />Until recently, however, many Chinese luxury purchases were being made overseas or through daigou — personal shoppers who buy goods abroad<br />and bring them into China, avoiding the country’s hefty taxes.<br />“Mass market brands already know that there is no choice<br />but to be on these e-commerce platforms,” said Liz Flora of L2, a market research company based in New York.<br />“One of our goals was to clean up the e-commerce market so we could ensure<br />that anyone who bought online was buying a real Tag Heuer,” said Leo Poon, general manager of Tag Heuer in greater China.
