久久亚洲国产成人影院-久久亚洲国产的中文-久久亚洲国产高清-久久亚洲国产精品-亚洲图片偷拍自拍-亚洲图色视频

Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Companies

Burberry opens world-first social retail store in Shenzhen

By He Wei in Shanghai | chinadaily.com.cn | Updated: 2020-07-31 15:03
Share
Share - WeChat
A Burberry logo is seen outside the store on 5th Ave in New York, New York, US, March 19, 2019. [Photo/Agencies]

British luxury brand Burberry opened the first-of-its-kind social retail store on Friday in Shenzhen, claiming to blend physical and social worlds with a suite of digital technologies powered by Chinese internet giant Tencent.

Through a dedicated mini program backed by WeChat, Tencent's iconic messaging app, customers can unlock exclusive content on the brand and personalized experiences, and then share them with their communities.

With a complete product portfolio and the in-store Thomas's Café, the 539 square-meter store epitomizes the brand's ambition to target a Chinese audience with a growing penchant for socializing and immersive experiences, said Josie Zhang, president of Burberry China.

"China is definitely a highly dynamic market for luxury brands, which see growth momentum largely coming from the country," Zhang told China Daily in an interview. "With the younger Generation Z consumers shaping up to be the backbone for luxury brands, their desire for socializing, interaction and sharing are propelling us to delve into the realm of social retail."

The mini program is designed as a digital companion. As long as customers walk into the store, they stand to access features such as store tours and product information. It also offers access to dedicated client services, in-store appointment bookings, events and table reservations in the in-store café.

"Through connecting social and retail environments, we will create innovative digital services and delightful experiences for our users, help brands build deep emotional connections with consumers, and support the laying of strong foundations for the long-term growths of brands,' said Davis Lin, senior vice-president at Tencent, who is in charge of the company's smart retail strategy.

Another concept introduced by the tie-up is "social currency", a mechanism to encourage customers to spend more time navigating the experiences in the mini program. According to Zhang, the more a user engages with the brand, the more likely he or she receives rewards from café items and can unlock personalized mini program content regarding the brand.

China is bucking the relatively gloomy trend for luxury sales globally dampened by the COVID-19 pandemic. In the case of Burberry, the Chinese mainland grew in the mid-teens in quarter one but grew ahead of the January pre-COVID-19 level of 30 percent in June, according to company figures.

"Travel restrictions caused by the contagion have to some extent fueled local consumption of luxuries," Zhang said. "But to harness mid- to long-term growth, it's critical to reach out to new customers, build connections and stay agile in digitally innovative ways."

Consulting firm Bain estimated Chinese consumers accounted for about 35 percent of 281 billion euros ($317 billion) last year in global luxury spending.

New measures by the Chinese government also aim to support more Chinese mainland luxury shopping within its borders. As of July 1, authorities have more than tripled the tax-free shopping quota to 100,000 yuan from 30,000 yuan. They also removed an 8,000 yuan per item limit on goods bought in the duty-free shopping hub of Hainan province.

"It's unsurprising to see a gradual pickup of the luxury market in China, because people simply lack the conventional channels they normally turn to for luxury purchases, such as duty-free shops and outbound trips," said Peng Yanyan, head of the China consumer sector at UBS Securities, who remained rosy about the sector's performance in the country.

"As overall disposable income rises, for notably the well-off population, luxury products are 'a must have'," she said. "So the demand is always here to stay."

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 欧美成人精品在线 | 欧美日韩一区二区三区在线观看 | 依人九九| 91精品成人免费国产片 | 黄色美女一级片 | 日韩欧美一级毛片视频免费 | 欧美一级毛片免费播放器 | 2022国内精品免费福利视频 | 亚洲国产精品aaa一区 | 成人精品免费网站 | 三级理论手机在线观看视频 | 97公开视频 | 精品国产一二三区在线影院 | 97精品国产91久久久久久久 | 国产精品视频免费观看调教网 | 欧美成一级| 亚洲高清在线看 | 精品国产亚洲一区二区三区 | 亚洲国产成人久久一区www | 久久久久久毛片免费观看 | 久草免费小视频 | 精品国产91在线网 | a毛片免费观看完整 | 亚洲国产精品久久 | 久草视频在线看 | 九九久久国产精品 | 国产高清成人 | 久久y| 在线观看片成人免费视频 | 国产成人精品免费视频网页大全 | 亚洲一区二区三区精品影院 | 亚洲成年 | 国产一区二区在线播放 | 久久在线免费视频 | 俄罗斯aa毛片极品 | 亚洲欧美国产高清va在线播放 | 欧美高清一区二区三 | 成人国产视频在线观看 | 亚洲天堂视频在线观看免费 | 97视频免费观看 | 国产一级片儿 |