LUXURY GOODS
China Online Boom:
...yet to come for Ostrich Luxury Brands
21 FEBRUARY 2017 at 05:29*
Luca Solca
(+44) 203 430 8503
[email protected]
Melania Grippo
(+39) 02 89 63 1724
[email protected]
Guido Lucarelli
(+39) 02 89 63 1726
[email protected]
Specialist sales
David Tovar
(+44) 203 430 8677
Contactlab
Marco Pozzi
(+39) 02 28 31 181
[email protected]
Francesca Borgonovo
(+39) 02 28 31 181
[email protected]
Xian Zhang
(+39) 02 28 31 181
[email protected]
Kuiling Song
(+39) 02 28 31 181
[email protected]
We go back to surveying how western luxury goods brands are faring in the Chinese digital market,
following up on our two previous reports: China Online Boom - No Country for Ostrich Brands; Best
of: China Online Boom: Ostriches are lifting their heads from the sand.
China is the most advanced digital market in the world
Digital payment penetration in China is 50 times higher than in the USA, largely still relying on
plastic. FMCG online penetration has reached the mid-teens. Big-box retailing in China makes
shopping malls and department stores in the USA look like the garden of Eden.
Western luxury brands in China are still lagging behind
Only 21 of the 34 brands we have analysed operate an e-commerce mono-brand website in China.
Even more remarkable is that the largest brands, such as LV, Hermès, Gucci, Prada, Ralph Lauren
and Swatch, do not have an ecommerce mono-brand site. For comparison, 31 out of 32 brands
surveyed operate an e-commerce mono-brand website in the USA, and 30 out of 32 in the UK.
Digital proficiency in China is 46% – against 55% in our latest digital competitive map (DCM).
Burberry, Michael Kors and Cartier are the only exceptions
Burberry stands out in China as strong leader on the Strategic Reach axis for exploiting all possible
ecommerce channels as well as on the Digital Customer Experience Axis, excelling in customer
service and style advisory. Michael Kors and Cartier are close behind Burberry on the Digital
Customer Experience axis thanks to personal services and customer service.
It is less than ideal that digital luxury is still dominated by local champions
This is less than ideal: 1) the amount of grey market products (and outright fakes) still seems very
high – western luxury brands have mono-brand websites of which they are not aware; 2) digital can
rapidly become very relevant for Chinese consumers, as they are young, tech savvy, and eager to
embrace change; and 3) western luxury brands have a fragile digital position, as they have a
sketchy presence with their most relevant consumer nationality.
* Date and time (London Time) on which the investment recommendation was finalised. It may differ from the date and time of broad
dissemination on the website.See Appendix (on p88) for Analyst Certification, Important Disclosures and Non-US Research Analyst disclosures.
Contents
Executive Summary _______________________________________ 3
Detailed Results _________________________________________ 15
Methodology ________________________________________________________ 15
Strategic Reach in China ______________________________________________ 18
Digital experience for Chinese Customers _________________________________ 43
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 2
Executive Summary
We go back to surveying how western luxury goods brands are faring in the Chinese
digital market, following up on our two previous reports: China Online Boom - No
Country for Ostrich Brands; Best of: China Online Boom: Ostriches are lifting their
heads from the sand.
China is the most advanced digital market in the world
Digital payment penetration in China is 50 times higher than in the USA, largely still
relying on plastic. FMCG online penetration has reached the mid-teens. Big-box
retailing in China makes shopping malls and department stores in the USA look like the
garden of Eden.
Western luxury brands in China are still lagging behind
Only 21 of the 34 brands we have analysed operate an e-commerce mono-brand
website in China. Even more remarkable is the fact that the largest brands, including
LV, Hermès, Gucci, Prada, Ralph Lauren and Swatch, do not have an ecommerce
mono-brand website. This compares with almost all the brands (31 out of 32) operating
an e-commerce mono-brand website in the USA, and 30 out of 32 in the UK. Digital
proficiency in China is 46% – against 55% from our most recent DCM. Western digital
luxury still seems where we had left it two years ago.
Burberry, Michael Kors and Cartier are the only exceptions
Burberry stands out as strong leader on the Strategic Reach axis in China for exploiting
all possible ecommerce channels (e-commerce mono-brand, flagship online store on
Tmall, online store on WeChat, JD.com, Secoo.com and 5Lux.com) as well as on the
Digital Experience Axis excelling in customer service and style advisory. Also Ray-Ban
ranks high on the Strategic Reach axis thanks to the capability to engage Chinese
customers via Content localization and Social Media presence. Michael Kors and
Cartier are close behind Burberry on the Digital Customer Experience axis thanks to
personal services and customer service.
It is less than ideal that digital luxury is still dominated by local champions
This is less than ideal: 1) the amount of grey market products (and outright fakes) still
seems very high – western luxury brands have mono-brand websites of which they are
not aware; 2) digital can rapidly become very relevant for Chinese consumers, as they
are young, tech savvy, and eager to embrace change; and 3) western luxury brands
have a fragile digital position, as they have a sketchy presence with their most relevant
consumer nationality.
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 3
China is the most advanced digital market in the world
Mobile payment penetration in China is 50 times higher than in the USA, largely still
relying on plastic. FMCG online penetration has reached the mid-teens. Big-box
retailing in China makes shopping malls and department stores in the USA look like the
garden of Eden.
Figure 1: Mobile payment penetration in China is 50 times higher than in the USA,
largely still relying on plastic (1/2)
Transaction value of third-party payments (USD trn)
14.0
12.0
10.0
8.0
6.0
4.0
2.0
0.0
2015
2016e
USA
2017e
2018e
China
2019e
Source: Forrester Research, iResearch
Note: Post-2015 figures are forecast, renminbi values converted to USD at current rate
Figure 2: Digital payment penetration in China is 50 times higher than in the USA, largely still relying on
plastic (2/2)
E-commerce mix by payment methods
China
PrePay
Pre-Paid 2%
Bank
4%
Transfer
6%
USA
Others
2%
Pre-Paid
3%
Cash on
Delivery
4%
Cash on
Delivery
7%
Bank
Transfer
6%
Debit Card
9%
PrePay
3%
Others
3%
Postpay
2%
Credit card
34%
eWallet
60%
eWallet
20%
Credit Card
10%
Debit card
25%
Source: Worldpay “Global payments report”, November 2016
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 4
Figure 3: In China, there is a broad acceptance of digital payment solutions like
WeChat Pay (Tencent) and Alipay (Alibaba)
China’s mobile-payment market
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Tencent
2014
2015
Others
Alipay
Source: iResearch, The Wall Street Journal 22/05/2016
Figure 4: Digital is booming in consumer goods in China
Rate of usage of different mobile apps in China (Jun-2016 data)
Instant messaging
Search
News
Music
Video
Payment
Shopping
Banking
Games
Literature
Ticket booking
Email
Ordering & Delivery
BBS
Online course
Finance
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Source: China Internet Network Information Center
Figure 5: FMCG online penetration has reached the mid-teens
Quotes from meetings in China
In offline FMCG, 25 out of 28 categories are declining. Only few of them recover online. EUR 2.3trn to be
generated, over the next five years. […] Hypermarkets are very negative. Brick & Mortar logistics are down, even
more hypermarkets are shutting down. Local retailers pay with 120 days delay (!). There is no liquidity. […] Ferrero
derives c.15-20% of online sales in China; product personalization is key. The range on Digital is different from the
range offered in the physical stores. (Leading food company)
Internet use is increasing: Carrefour, Walmart are declining. (Consulting company)
Source: Exane BNP Paribas proprietary field research in China
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 5
Figure 6: Chinese digital growth is causing the demise of physical retail formats like hypermarkets
Urban FMCG market value (RMB bn)
2012-15 CAGR
2012-15 market share (RMB bn)
40%
100%
35%
1,068
1,146
1,209
1,251
2012
2013
2014
2015
90%
30%
80%
25%
70%
20%
60%
15%
50%
10%
40%
5%
30%
0%
20%
(5%)
10%
0%
Super/Mini
Hypermarket
Grocery
CVS
E-Commerce
Other
Source: Bain, Kantar Worldpanel
Note: Notes: Hypermarket refers to stores with more than 6,000 square meters; the hypermarket channel includes only the top 72 named
hypermarket retailers, representing 80% of total hypermarket channel (based on 2015 revenues); super/mini refers to stores from 100-6,000 square
meters; CVS includes chain and individual convenience stores and is defined by being open for more than 16 hours a day; grocery refers to stores
with less than 100 square meters; other includes department stores, free market, wholesales, work unit, directsales, specialty store, overseas
shopping and others
Figure 7: Big-box retailing in China makes shopping malls and department stores in the USA look like the
Garden of Eden
China
USA
Source: Google and Getty images
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 6
Western luxury brands in China are still lagging behind
Only 21 of the 34 brands we have analysed operate an e-commerce mono-brand
website in China. Even more remarkable is the fact that the largest brands, including
LV, Hermès, Gucci, Prada, Ralph Lauren and Swatch, do not have an ecommerce
mono-brand. This compares with almost all the brands (31 out of 32) operating an ecommerce mono-brand website in the USA, and 30 out of 32 in the UK. Digital
proficiency in China is 46% – against 55% from our most recent DCM. Western digital
luxury still seems where we had left it two years ago.
Figure 8: Only 21 of the 34 brands we have surveyed operate an e-commerce mono-brand website in China
Strategic Reach – Ecommerce in China (China, January 2017)
Brand
Ranking
Monobrand
Ecommerce
Burberry
Ray-Ban
Coach
Hugo Boss
Chow Tai Fook
Armani
Balenciaga
Cartier
Tod's
Dolce&Gabbana
Moncler
1
2
3
3
3
6
6
6
6
10
10
Tory Burch
10
Valentino
Michael Kors
Brunello Cucinelli
Ferragamo
Loro Piana
Shanghai Tang
Chanel
Dior
Givenchy
10
14
15
15
15
15
19
19
19
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES (US
website)
YES
YES
YES
YES
YES
YES
YES (Beauty)
YES (Beauty)
YES (IOS APP)
Bulgari
22
Fendi
Gucci
Prada
Tiffany
Zegna
Bottega Veneta
Hermès
Saint Laurent
22
22
22
22
22
28
28
28
Louis Vuitton
31
Ralph Lauren
Swatch
Céline
31
31
34
% E-Commerce
Categories in
Mainland China
86%
100%
93%
83%
100%
76%
86%
78%
50%
72%
75%
Flagship online store
on Tmall
YES
YES
(Quit in 2016)
YES
YES
Ca 100 Watches
NO
NO
YES
NO
NO
ECOMMERCE IN CHINA
Online store
on WeChat
(Jul 2016 - Jan 2017)
Yes (2 bags Fashion Show Sept 16)
NO
NO
NO
NO
NO
NO
Yes (Ca. 60 items)
NO
NO
NO
Online store
on JD.com
Online Store
on Secoo.com
Online Store
on 5Lux.com
YES
YES
YES
YES
YES
YES
YES
Ca 30 Watches
YES
YES
YES
YES
YES
YES
YES
NO
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
YES
NO
YES
NO
YES
YES
100%
NO
NO
YES
NO
NO
83%
65%
95%
38%
100%
90%
7%
7%
70%
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
YES
NO
YES
NO
NO
NO
NO
YES
YES
NO
NO
YES
NO
NO
YES
YES
YES
YES
YES
NO
YES
NO
NO
YES
YES
NO
NO
no CN ecommerce
NO
Ca 25 Perfumes
YES
YES
NO
NO
NO
NO
NO
NO
NO
NO
Only Phone
Orders
NO
NO
NO
no CN ecommerce
no CN ecommerce
no CN ecommerce
no CN ecommerce
no CN ecommerce
no CN ecommerce
no CN ecommerce
no CN ecommerce
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
Yes (1 Perfume)
Yes (1 bag)
NO
Yes (Necklaces for Chinese valentine; 12 pieces for
Christmas; 3 rings for B.Zero 1 collection)
NO
NO
NO
NO
NO
NO
NO
NO
YES
YES
YES
YES
YES
YES
Ca 20 Perfumes
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
YES
NO
no CN ecommerce
NO
NO
NO
YES
YES
no CN ecommerce
no CN ecommerce
no CN ecommerce
NO
NO
NO
NO
NO
n.a (no WeChat account)
YES
YES
NO
NO
NO
YES
NO
NO
NO
Yes
Above 85%
Yes
Permanent
Yes
Yes
Yes
Yes (App)
Between
50% and 85%
Limited offer
Temporary
Limited offer
Limited offer
Limited offer
No
Below 50%
No
No
No
No
No
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 7
Figure 9: Even more remarkable is the fact that the largest brands, such as LV, Hermès, Gucci, Prada, Ralph
Lauren and Swatch, do not have an ecommerce mono-brand
WEBSITE URL LOCALIZATION
Brand
ECOMMERCE TO CHINA
Website URL Localization
Brand
CHINA COUNTRY SELECTION FOR NEWSLETTER
Ship to China
Brand
CHINESE SEARCH ENGINE / SOCIALS
Email Language
Brand
Certified links / Accounts
Premium
Runner-Up
High-End
High-End
Jeweller
CN
CN
WW
CN
CN
Armani
Balenciaga
Bottega Veneta
Brunello Cucinelli
Bulgari
YES
YES
NO
YES
NO
Armani
Balenciaga
Bottega Veneta
Brunello Cucinelli
Bulgari
CN
CN
CN
CN
CN
Armani
Balenciaga
Bottega Veneta
Brunello Cucinelli
Bulgari
Baidu, WeChat, Weibo, Youku
Baidu, WeChat, Weibo
Baidu, WeChat, Weibo, Youku
WeChat, Weibo
Baidu, WeChat, Weibo, Youku
Burberry
Mega-Brand
CN
Burberry
YES
Burberry
CN
Burberry
Baidu, WeChat, Weibo, Youku
Cartier
Jeweller
CN
Cartier
YES
Cartier
CN
Cartier
Baidu, WeChat, Weibo, Youku
Céline
High-End
CN
Céline
NO
Céline
Welcome Email Only (CN)
Céline
Baidu
Chanel
High-End
CN
Chanel
YES (Beauty)
Chanel
CN
Chanel
Baidu, WeChat, Weibo, Youku
Coach
Premium
CN
Coach
YES
Coach
CN
Coach
Baidu, WeChat, Weibo, Youku
High-End
CN
Dior
Dior
CN
Dior
Baidu, WeChat, Weibo, Youku
CN
Dolce&Gabbana
Dolce&Gabbana
CN
Dolce&Gabbana
Baidu, WeChat, Weibo, Youku
Fendi
Ferragamo
Givenchy
Gucci
Baidu, WeChat, Weibo, Youku
Baidu, WeChat, Weibo, Youku
Baidu, WeChat, Weibo, Youku
Baidu, WeChat, Weibo, Youku
Hermès
Baidu, WeChat, Weibo, Youku
Armani
Balenciaga
Bottega Veneta
Brunello Cucinelli
Bulgari
YNAP
YNAP
YNAP
YNAP
Dior
Dolce&Gabbana
Fendi
Ferragamo
Givenchy
Gucci
The Level Group Runner-Up
YNAP
Runner-Up
Runner-Up
Runner-Up
Mega-Brand
CN
CN
CN(Editorial focus)
CN
CN(Editorial focus, only scarf
products)
CN
CN
YES (Beauty)
YES
Fendi
Ferragamo
Givenchy
Gucci
NO
YES
YES (IOS APP)
NO
Fendi
Ferragamo
Givenchy
Gucci
Hermès
Mega-Brand
Hugo Boss
Loro Piana
Premium
High-End
Louis Vuitton
Mega-Brand
CN
Louis Vuitton
Only Phone Orders
Louis Vuitton
Premium
Michael Kors
Hermès
NO
Hermès
Hugo Boss
Loro Piana
YES
YES
Hugo Boss
Loro Piana
CN
No Email Received
CN
CN
CN
CN
Welcome Email Only (CN)
Hugo Boss
Loro Piana
Baidu, WeChat, Weibo, Youku
Baidu, WeChat, Weibo
CN
Louis Vuitton
Baidu, WeChat, Weibo, Youku
Baidu, WeChat, Weibo, Youku
CN
Michael Kors
YES
Michael Kors
CN
Michael Kors
Premium
CN
Moncler
YES
Moncler
CN
Moncler
Prada
Mega-Brand
CN
Prada
NO
Prada
CN
Prada
Ralph Lauren
Premium
Ralph Lauren
NO
Ralph Lauren
Ray-Ban
Mega-Brand
CN
Ray-Ban
YES
Ray-Ban
Moncler
YNAP
CN (Editorial focus)
No Email Received
Baidu, WeChat, Weibo, Youku
Baidu, WeChat, Weibo
Ralph Lauren
Baidu, WeChat, Weibo, Youku
CN
Ray-Ban
Baidu, WeChat, Weibo, Youku
High-End
WW
Saint Laurent
NO
Saint Laurent
CN
Saint Laurent
Baidu, WeChat, Weibo
Swatch
Premium
CN
Swatch
NO
Swatch
CN
Swatch
WeChat, Weibo, Youku
Tiffany
Jeweller
CN
Tiffany
NO
Tiffany
CN
Tiffany
Baidu, WeChat, Weibo
CN
Tod's
YES
Tod's
CN
Tod's
Baidu, WeChat, Weibo, Youku
Tory Burch
Baidu, WeChat, Weibo, Youku
Saint Laurent
Tod's
YNAP
Italian Touch
Valentino
Zegna
Runner-Up
Premium
Tory Burch
YNAP
High-End
Mega-Brand
Chow Tai Fook
Jeweller
Shanghai Tang
Premium
CN (Editorial focus), US
(Ecommerce)
CN
CN
Tory Burch
YES (US website)
Tory Burch
Welcome Email Only (CN)
CN
CN
No email option for Mainland
China
Valentino
Zegna
YES
NO
Valentino
Zegna
CN
Chow Tai Fook
YES
Chow Tai Fook
CN
Shanghai Tang
YES
Shanghai Tang
CN (Chinese URL)
Yes
WW / Asia
Yes (App)
No (No website / Other countries
URL)
No
CN / EN
Valentino
Zegna
Baidu, WeChat, Weibo, Youku
Baidu, WeChat, Weibo, Youku
Chow Tai Fook
Baidu, WeChat, Weibo, Youku
Shanghai Tang
WeChat, Weibo
Chinese
English/Welcome Email Only
(Chinese)
No China country option for
newsletter
Yes
No
Source: Contactlab Analysis
Figure 10: Digital proficiency in China is 46% – against 55% from our most recent
DCM (1/2)
DCM China – January 2017
Digital Competitive Map China
Axes
Strategic Reach in China
Digital Experience for Chinese Customers
Competitive Map
Score
1,440
2,597
4,037
Digital Competitive Map China
Criteria
Display Visualization on China Website
China Website Localization
Customer Engagement Strategy for Chinese Customer
Online Shopping on China Websites
Store Finder
Product Presentation on China Websites
Ecommerce to China
Basic Customer Service on China Websites
Email Proficiency for Chinese Customers
Product Selection Support on China Websites
Apps for Chinese Customers
"Made In" on China Websites
Share on China/Intl. Websites
Personal Services on China Websites
Delivery Options in China
Cross-Channel Services In China
Competitive Map
Score
268
264
850
559
539
116
251
109
254
298
77
75
70
189
76
43
4,037
Total Panel
Total Panel
Score Over Maximum Potential %
66%
39%
46%
Score Over Maximum Potential %
99%
97%
74%
53%
50%
49%
46%
46%
42%
38%
38%
37%
29%
29%
14%
8%
46%
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 8
Figure 11: Digital proficiency in China is 46% – against 55% from our most recent
DCM (2/2)
DCM – January 2016
Digital Competitive Map
Axes
Strategic Reach
Digital Customer Experience
Total Panel
Digital Competitive Map
Criteria
Display Visualization
Online Shopping
Share
Web Languages
Basic Customer Service
Product Selection Support
E-mail Reach
Online Shoppable Product Range
Delivery Options
Product Presentation
Store Finder
E-mail Proficiency
"Made In" On Web
Apps
Personal Services
Online Geographical Coverage
Cross Channel Services
Total Panel
Competitive Map
Score SS15
Competitive Map
Score FW15
Delta Score %
1,058
2,626
3,684
1,123
2,889
4,012
6%
10%
9%
Competitive Map
Score SS15
Competitive Map
Score FW15
Delta Score %
259
428
132
254
116
316
268
259
190
106
459
239
124
84
129
153
168
3,684
268
454
130
258
124
336
287
277
205
113
479
263
128
100
207
173
210
4,012
3%
6%
-2%
2%
7%
6%
7%
7%
8%
7%
4%
10%
3%
19%
60%
13%
25%
9%
FW15 Score Over
Maximum
Potential %
53%
56%
55%
FW15 Score Over
Maximum
Potential %
89%
84%
72%
72%
69%
62%
60%
58%
57%
54%
50%
49%
43%
42%
38%
36%
35%
55%
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 9
Burberry, Michael Kors and Cartier are the only exceptions
Burberry stands out as strong leader on the Strategic Reach axis in China for exploiting
all possible ecommerce channels (e-commerce mono-brand, flagship online store on
Tmall, online store on WeChat, JD.com, Secoo.com and 5Lux.com) as well as on the
Digital Experience Axis excelling in customer service and style advisory. Ray-Ban ranks
high on the Strategic Reach axis thanks to the capability to engage Chinese customers
via Content localization and Social Media presence. Michael Kors, Cartier, together
with the aforementioned Burberry, lead in the Digital Customer Experience axis thanks
to personal services and customer service.
Figure 12: Burberry overall leading the DCM China, Michael Kors and Cartier co-leaders with Burberry on
the Digital Customer Experience Axis
Digital Competitive Map China (January 2017)
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 10
Figure 13: Burberry leads on the Strategic Reach axis in China, exploiting all possible e-commerce
channels. Also Ray-Ban ranks high thanks to the capability to engage Chinese customers via Content
localization and Social Media presence
Strategic Reach Axis in China – Overall Brand Ranking (China, January 2017)
STRATEGIC REACH AXIS IN CHINA - RANKINGS
CHINA DIGITAL STRATEGY
Brand
Burberry
Ray-Ban
Coach
Hugo Boss
Dolce&Gabbana
Valentino
Armani
Cartier
Ferragamo
Michael Kors
Tod's
Chow Tai Fook
Fendi
Dior
Gucci
Moncler
Balenciaga
Louis Vuitton
Chanel
Shanghai Tang
Tory Burch
Bottega Veneta
Bulgari
Zegna
Givenchy
Brunello Cucinelli
Loro Piana
Ralph Lauren
Swatch
Hermès
Prada
Tiffany
Saint Laurent
Céline
SCORE
RANKING
59.0
54.0
52.0
52.0
51.0
51.0
50.0
50.0
49.0
48.0
48.0
48.0
47.0
46.0
46.0
46.0
44.0
43.0
42.0
41.5
40.5
39.0
39.0
39.0
38.0
37.0
35.5
33.0
33.0
32.0
32.0
32.0
26.0
16.5
1
2
3
3
5
5
7
7
9
10
10
10
13
14
14
14
17
18
19
20
21
22
22
22
25
26
27
28
28
30
30
30
33
34
Chinese Website
Localisation
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
33
1
1
1
1
1
1
1
1
1
1
33
1
Ecommerce
to China
1
2
3
3
10
10
6
6
15
14
6
3
22
19
22
10
6
31
19
15
10
28
22
22
19
15
15
31
31
28
22
22
28
34
MADE IN
ON CHINA WEBSITES
CUSTOMER ENGAGEMENT STRATEGY
FOR CHINESE CUSTOMERS
11
14
14
14
1
1
14
14
1
14
1
14
1
14
1
14
1
11
14
14
14
1
14
11
1
14
1
14
14
14
14
14
14
14
4
1
1
1
14
14
4
4
14
4
21
10
9
4
10
10
30
10
14
20
24
19
14
25
32
26
33
21
21
26
28
28
30
34
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 11
Figure 14: Michael Kors, Burberry and Cartier leading the Digital Customer Experience axis. Namely,
Burberry, LV and Dior excelling in Style Advisory. Cross-Channel Services still quite neglected in China,
only Burberry and Loro Piana standing out
Digital Experience Axis – Overall Brand Ranking (China, January 2017)
DIGITAL EXPERIENCE AXIS FOR CHINESE CUSTOMERS - RANKINGS
ECOMMERCE EXPERIENCE
ON CHINESE WEBSITES
WEBSITE EXPERIENCE ON CHINESE WEBSITES
Brand
Michael Kors
Burberry
Cartier
Coach
Chanel
Dior
Hugo Boss
Loro Piana
Valentino
Armani
Balenciaga
Ray-Ban
Louis Vuitton
Chow Tai Fook
Tod's
Tory Burch
Shanghai Tang
Moncler
Brunello Cucinelli
Dolce & Gabbana
Givenchy
Ferragamo
Gucci
Bulgari
Swatch
Tiffany
Fendi
Zegna
Bottega Veneta
Saint Laurent
Prada
Hermès
Ralph Lauren
Céline
SCORE RANKING
117
116
114
108
106
105
98
96
94
94
92
90
88
88
87
84
81
78
73
72
72
68
68
64
62
55
52
52
49
45
39
36
35
27
1
2
3
4
5
6
7
8
9
10
11
12
13
13
15
16
17
18
19
20
20
22
22
24
25
26
27
28
29
30
31
32
33
34
Display
Product
Visualization Presentation
on China
on China
Websites
Website
1
6
1
1
1
18
1
18
1
18
1
18
1
6
1
1
1
6
1
6
1
6
1
3
1
18
1
29
1
18
1
3
1
6
33
18
1
18
1
6
1
6
1
6
1
6
1
6
1
29
1
6
1
29
1
3
1
18
1
18
33
18
1
32
1
34
1
32
Product
Selection
Support on
China Website
7
7
6
1
12
23
12
4
12
12
12
23
4
3
17
1
17
17
7
7
17
23
17
7
23
17
32
27
30
27
32
29
32
30
Basic Customer
Service on China
Websites
Personal
Services on
China Websites
1
10
10
1
1
1
1
8
10
10
24
1
10
1
10
9
10
24
26
26
10
10
10
10
10
26
10
26
26
31
31
31
10
31
6
4
1
13
13
2
3
9
7
9
20
8
4
23
16
25
16
28
26
28
28
15
26
23
20
16
12
11
16
28
20
28
28
28
Online
Shopping
on China
Websites
1
10
5
2
4
5
12
20
12
17
5
12
26
2
12
17
9
12
17
10
21
5
32
22
32
26
32
26
22
22
26
26
26
25
CROSS-CHANNEL
EXPERIENCE
FOR CHINESE
CUSTOMERS
CUSTOMER ENGAGEMENT EXPERIENCE
FOR CHINESE CUSTOMERS
Delivery
Options
in China
Store
Finder
Cross-Channel
Services In
China
Email Proficiency
for Chinese
Customers
Share
on China/Intl.
Websites
Apps
for Chinese
Customers
2
7
13
3
7
3
1
13
19
7
19
13
19
13
3
19
18
7
7
13
7
3
19
19
19
19
19
19
19
19
19
19
19
19
10
4
4
17
8
10
30
15
24
17
17
24
1
33
10
10
21
15
30
28
4
34
4
27
3
24
8
21
10
21
28
17
1
30
7
1
4
4
12
12
12
1
12
12
4
12
12
3
12
12
7
12
7
12
7
12
12
11
12
12
12
12
12
12
12
12
12
12
14
1
13
25
8
5
14
28
1
5
1
8
5
28
8
28
18
8
25
22
27
28
1
12
14
22
18
17
22
18
18
28
28
28
2
2
12
2
8
28
2
7
12
12
12
28
8
28
28
12
12
26
1
12
28
12
2
25
12
26
12
28
12
8
12
12
28
8
14
25
1
23
7
7
19
23
5
14
19
14
1
7
25
12
25
19
25
25
7
25
5
14
1
1
14
25
25
19
12
7
25
25
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 12
It is less than ideal that digital luxury is still dominated by local champions
This is less than ideal: 1) the amount of grey market products (and outright fakes) still
seems very high – western luxury brands have mono-brand websites of which they are
not aware; 2) digital can rapidly become very relevant for Chinese consumers, as they
are young, tech savvy, and eager to embrace change; and 3) western luxury brands
have a fragile digital position, as they have a sketchy presence with their most relevant
consumer nationality.
Figure 15: The amount of grey market products (and outright fakes) still seems very high
Seizures of counterfeit and pirated goods
Top provenance economies
By product category
100,000
30,000
90,000
25,000
80,000
20,000
70,000
60,000
15,000
50,000
10,000
40,000
5,000
30,000
0
20,000
10,000
0
Source: OECD, 2013
Figure 16: Digital can rapidly become very relevant for Chinese consumers, as they are young, tech savvy,
and eager to embrace change
Composition of online Luxury Goods consumers
By gender
By age
50%
45%
40%
35%
30%
Male
47%
25%
Female
53%
20%
15%
10%
5%
0%
0-17
18-25
26-35
36-45
>45
Source: Tencent, November 2016
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 13
Figure 17: More and more consumers in China prefer to buy luxury products online
Secoo
Trend in # of customers and orders (% y/y)
Trend in # of lifestyle product customers and orders (% y/y)
1,200
+306%
180
+187%
1,000
160
140
120
800
+191%
100
600
400
80
+89%
60
40
200
-
20
Number of customers
Number of Lifestyle product
customers
2015
Number of orders
2015
2016
Number of Lifestyle product
orders
2016
Source: Secoo China Luxury E-commerce Whitebook, November 2016
Figure 18: Western luxury brands have a fragile digital position, as they have a
sketchy presence with their most relevant consumer nationality
# of Luxury brands with Mono-brand ecommerce
35
30
25
20
15
10
5
0
US
UK
E-commerce
China
Korea
Russia
E-commerce in Local Language
India
Source: Contactlab analysis, Exane BNP Paribas
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 14
Detailed Results
Methodology
Figure 19: In the DCM, we analyse 32 international mono-brands together with
local luxury players Chow Tai Fook (Jeweller) and Shanghai Tang (Richemont)
Panel of brands in the DCM
Brand
Bulgari
Cartier
Tiffany
Chow Tai Fook
Bottega Veneta
Brunello Cucinelli
Céline
Chanel
Dior
Loro Piana
Saint Laurent
Valentino
Balenciaga
Dolce&Gabbana
Fendi
Ferragamo
Givenchy
Tod's
Jeweller
Jeweller
Jeweller
Jeweller
High-End
High-End
High-End
High-End
High-End
High-End
High-End
High-End
Runner-Up
Runner-Up
Runner-Up
Runner-Up
Runner-Up
Runner-Up
Brand
Burberry
Gucci
Hermès
Louis Vuitton
Prada
Ray-Ban
Zegna
Armani
Coach
Hugo Boss
Michael Kors
Moncler
Ralph Lauren
Swatch
Tory Burch
Shanghai Tang
Mega-Brand
Mega-Brand
Mega-Brand
Mega-Brand
Mega-Brand
Mega-Brand
Mega-Brand
Premium
Premium
Premium
Premium
Premium
Premium
Premium
Premium
Premium
Source: Exane BNP Paribas
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 15
Figure 20: Major differences between DCM Jan16 vs. DCM in China: all axes/categories/criteria adapted for
China, with major focus on local Socials, Payment systems and Customer Assistance
DCM criteria
AXES
STRATEGIC REACH IN CHINA
(24 parameters)
DIGITAL EXPERIENCE
FOR CHINESE CUSTOMERS
(72 parameters)
CATEGORIES
CRITERIA
1. China Digital Strategy
1. China Website Localization
2. Ecommerce in China
2. “Made in” on Chinese Websites
3. “Made in” on Chinese Websites
3. Customer Engagement Strategy
for Chinese Customers
4. Customer Engagement Strategy
for Chinese Customers
4. Website Experience
on Chinese Websites
5.
6.
7.
8.
9.
Display Visualization
Product Presentation
Product Selection Support
Basic Customer Service
Personal Services
5. E-Commerce Experience
on China Websites
10. Online Shopping
11. Delivery Options in China
6. Cross-Channel Experience
for Chinese Customers
12. Store Finder
13. Cross-Channel Services
7. Customer Engagement Experience
for Chinese Customers
14. Email Proficiency
15. Share
16. Apps
2. New Parameters
- Flagship online store on Tmall
- Online store on WeChat
- Online store on JD.com
- Online Store on Secoo.com
- Online Store on 5Lux.com
4. New Parameters
- Baidu (Chinese Search Engine)
- Local content on websites
- WeChat (Chinese Social Media), Weekly post
frequency and Local content
- Weibo (Chinese Social Media)
- Youku (Chinese Video Web Platform)
- Local content on emails
- Major local Celebrities and Fashion Bloggers
7. New Parameter:
- Customers Reviews
9. New Parameters:
- Style Advisor Test: WeChat Assistance
- Style Advisor Test: Weibo
10. New Parameters:
- Quick buy option
- Alipay
- WeChat Pay
- Cash on delivery
11. New Parameters:
- Standard delivery timing
15. New Parameters:
- Share on Weibo
- Share on WeChat
Completely new criteria vs. DCM Jan16 (focus US)
Source: Contactlab Analysis
Figure 21: Local brand Chow Tai Fook
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 16
Figure 22: Chow Tai Fook is ranked among Top Ten Luxury Goods Companies
Source: Global Powers of Luxury Goods 2016, Deloitte
Figure 23: Local Luxury Fashion brand Shanghai Tang
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 17
Strategic Reach in China
Figure 24: Burberry strong leader on the Strategic Reach axis in China, exploiting all possible e-commerce
channels. Ray-Ban, Coach and Hugo Boss standing out for to engage Chinese customers via Content
localization and Social Media presence
Strategic Reach Axis in China – Overall Brand Ranking (China, January 2017)
STRATEGIC REACH AXIS IN CHINA - RANKINGS
CHINA DIGITAL STRATEGY
Brand
Burberry
Ray-Ban
Coach
Hugo Boss
Dolce&Gabbana
Valentino
Armani
Cartier
Ferragamo
Michael Kors
Tod's
Chow Tai Fook
Fendi
Dior
Gucci
Moncler
Balenciaga
Louis Vuitton
Chanel
Shanghai Tang
Tory Burch
Bottega Veneta
Bulgari
Zegna
Givenchy
Brunello Cucinelli
Loro Piana
Ralph Lauren
Swatch
Hermès
Prada
Tiffany
Saint Laurent
Céline
SCORE
RANKING
59.0
54.0
52.0
52.0
51.0
51.0
50.0
50.0
49.0
48.0
48.0
48.0
47.0
46.0
46.0
46.0
44.0
43.0
42.0
41.5
40.5
39.0
39.0
39.0
38.0
37.0
35.5
33.0
33.0
32.0
32.0
32.0
26.0
16.5
1
2
3
3
5
5
7
7
9
10
10
10
13
14
14
14
17
18
19
20
21
22
22
22
25
26
27
28
28
30
30
30
33
34
Chinese Website
Localisation
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
33
1
1
1
1
1
1
1
1
1
1
33
1
Ecommerce
to China
1
2
3
3
10
10
6
6
15
14
6
3
22
19
22
10
6
31
19
15
10
28
22
22
19
15
15
31
31
28
22
22
28
34
MADE IN
ON CHINA WEBSITES
CUSTOMER ENGAGEMENT STRATEGY
FOR CHINESE CUSTOMERS
11
14
14
14
1
1
14
14
1
14
1
14
1
14
1
14
1
11
14
14
14
1
14
11
1
14
1
14
14
14
14
14
14
14
4
1
1
1
14
14
4
4
14
4
21
10
9
4
10
10
30
10
14
20
24
19
14
25
32
26
33
21
21
26
28
28
30
34
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 18
Figure 25: All brands apart from BV and SL rely on China-based websites.
Hermès website limited to scarves. Tory Burch split between China for editorial
content and US for E-commerce to China. RL local website limited to editorial
content
Strategic Reach – Chinese Website Localization (China, January 2017)
Brand
Armani
Balenciaga
Brunello Cucinelli
Bulgari
Burberry
Cartier
Céline
Chanel
Coach
Dior
Dolce&Gabbana
Fendi
Ferragamo
Givenchy
Gucci
Hermès
Hugo Boss
Loro Piana
Louis Vuitton
Michael Kors
Moncler
Prada
Ralph Lauren
Ray-Ban
Swatch
Tiffany
Tod's
Tory Burch
Valentino
Zegna
Chow Tai Fook
Shanghai Tang
Bottega Veneta
Saint Laurent
Ranking
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
33
33
CHINESE WEBSITE LOCALIZATION
Desktop Website URL Localization (CN)
Mobile Website URL Localization (CN)
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN (Editorial focus)
CN (Editorial focus)
CN
CN
CN (Editorial focus, only scarf products)
CN (Editorial focus, only scarf products)
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN (Editorial focus)
CN (Editorial focus)
CN
CN
CN
CN
CN
CN
CN
CN
CN (Editorial focus), US (Ecommerce)
CN (Editorial focus), US (Ecommerce)
CN
CN
CN
CN
CN
CN
CN
CN
WW
WW
WW
WW
CN (Chinese URL)
CN (Chinese URL)
WW / Asia
WW / Asia
No (No website / Other countries URL)
No (No mobile website / Other countries
URL)
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 19
Figure 26: Burberry exploiting all possible ecommerce channels. Gucci, Prada, Hermès and LV still with no
direct e-commerce. Flagship Stores on Tmall and e-stores via WeChat still very limited, while wide presence
on JD/Secoo/5lux. Even Céline can be purchased online on Secoo.com
Strategic Reach – Ecommerce in China (China, January 2017)
Brand
Ranking
Monobrand
Ecommerce
Burberry
Ray-Ban
Coach
Hugo Boss
Chow Tai Fook
Armani
Balenciaga
Cartier
Tod's
Dolce&Gabbana
Moncler
1
2
3
3
3
6
6
6
6
10
10
Tory Burch
10
Valentino
Michael Kors
Brunello Cucinelli
Ferragamo
Loro Piana
Shanghai Tang
Chanel
Dior
Givenchy
10
14
15
15
15
15
19
19
19
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES (US
website)
YES
YES
YES
YES
YES
YES
YES (Beauty)
YES (Beauty)
YES (IOS APP)
Bulgari
22
Fendi
Gucci
Prada
Tiffany
Zegna
Bottega Veneta
Hermès
Saint Laurent
22
22
22
22
22
28
28
28
Louis Vuitton
31
Ralph Lauren
Swatch
Céline
31
31
34
% E-Commerce
Categories in
Mainland China
86%
100%
93%
83%
100%
76%
86%
78%
50%
72%
75%
Flagship online store
on Tmall
YES
YES
(Quit in 2016)
YES
YES
Ca 100 Watches
NO
NO
YES
NO
NO
ECOMMERCE IN CHINA
Online store
on WeChat
(Jul 2016 - Jan 2017)
Yes (2 bags Fashion Show Sept 16)
NO
NO
NO
NO
NO
NO
Yes (Ca. 60 items)
NO
NO
NO
Online store
on JD.com
Online Store
on Secoo.com
Online Store
on 5Lux.com
YES
YES
YES
YES
YES
YES
YES
Ca 30 Watches
YES
YES
YES
YES
YES
YES
YES
NO
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
YES
NO
YES
NO
YES
YES
100%
NO
NO
YES
NO
NO
83%
65%
95%
38%
100%
90%
7%
7%
70%
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
YES
NO
YES
NO
NO
NO
NO
YES
YES
NO
NO
YES
NO
NO
YES
YES
YES
YES
YES
NO
YES
NO
NO
YES
YES
NO
NO
no CN ecommerce
NO
Ca 25 Perfumes
YES
YES
NO
NO
NO
NO
NO
NO
NO
NO
Only Phone
Orders
NO
NO
NO
no CN ecommerce
no CN ecommerce
no CN ecommerce
no CN ecommerce
no CN ecommerce
no CN ecommerce
no CN ecommerce
no CN ecommerce
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
Yes (1 Perfume)
Yes (1 bag)
NO
Yes (Necklaces for Chinese valentine; 12 pieces for
Christmas; 3 rings for B.Zero 1 collection)
NO
NO
NO
NO
NO
NO
NO
NO
YES
YES
YES
YES
YES
YES
Ca 20 Perfumes
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
YES
NO
no CN ecommerce
NO
NO
NO
YES
YES
no CN ecommerce
no CN ecommerce
no CN ecommerce
NO
NO
NO
NO
NO
n.a (no WeChat account)
YES
YES
NO
NO
NO
YES
NO
NO
NO
Yes
Above 85%
Yes
Permanent
Yes
Yes
Yes
Yes (App)
Between
50% and 85%
Limited offer
Temporary
Limited offer
Limited offer
Limited offer
No
Below 50%
No
No
No
No
No
Source: Contactlab Analysis
Figure 27: Ferragamo launched Ecommerce in China on 16 December 2016
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 20
Figure 28: Chanel Beauty Online Store launched in December 2016
Source: Contactlab Analysis
Figure 29: Michael Kors Online Store launched in November 2016
Source: Contactlab Analysis
Figure 30: Dior Beauty Online Store launched in 2016
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 21
Figure 31: Tmall.com and JD.com represent c.80% of the generalist e-tailers
market in China
Amazon.com.cn
1%
Dangdang.com
1%
Yhd.com
1%
Gome.com.cn
2%
Jumei.com Yixun.com
0%
1%
Others.com
6%
Vip.com
3%
Suning.com
4%
Jd.com
23%
Tmall.com
58%
Source: iResearch Q3 2015
Figure 32: Emporio Armani new Flagship Store on Tmall with Watch focus
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 22
Figure 33: Example of Ray-Ban Flagship Store on Tmall
Source: Contactlab Analysis
Figure 34: Example of Chow Tai Fook Flagship Store on Tmall
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 23
Figure 35: Example of Chanel Online Store on WeChat
Source: Contactlab Analysis
Figure 36: Example Bulgari Online Store on WeChat
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 24
Figure 37: Example Cartier Online Store on WeChat
Source: Contactlab Analysis
Figure 38: Céline can be purchased online on Secoo.com
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 25
Figure 39: Ten brands disclose ‘Made In’ on web. As in US, Louis Vuitton and
Zegna starting to disclose Made in on some important product categories
Strategic Reach – ‘Made In’ on China Websites (China, January 2017)
"MADE IN" ON CHINESE WEBSITES
Brand
Ranking
Balenciaga
Bottega Veneta
Dolce&Gabbana
Fendi
Ferragamo
Givenchy
Gucci
Loro Piana
Tod's
Valentino
Burberry
Louis Vuitton
Zegna
Armani
Brunello Cucinelli
Bulgari
Cartier
Céline
Chanel
Coach
Dior
Hermès
Hugo Boss
Michael Kors
Moncler
Prada
Ray-Ban
Saint Laurent
Swatch
Tiffany
Tory Burch
Chow Tai Fook
Shanghai Tang
Ralph Lauren
1
1
1
1
1
1
1
1
1
1
11
11
11
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
"Made In" Disclosure on Web
Product Pages
Systematically
Systematically
Systematically
Systematically
Systematically
Systematically
Systematically
Systematically
Systematically
Systematically
Partial
Partial (RTW, watches)
Partial (Shoes, bags, coats)
NO
NO
NO
NO
NO
NO
NO
Rarely (Only Watches)
NO
NO
NO (vs Yes in US)
NO
NO
NO
NO (vs Yes in US)
NO
Rarely (Only Watches)
Rarely (Only Watches)
NO
NO
No product page on Chinese Website
Produced in Heritage Countries once Declared
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
Very high
n.a
n.a
n.a
n.a
n.a
n.a
n.a
n.a (Very high)
n.a
n.a
n.a
n.a
n.a
n.a
n.a
n.a
n.a (Very high)
n.a (Very high)
n.a
n.a
n.a
Systematically mentioned (above 80% Very high: above 85% production declared in Heritage
of Web Product Pages)
country on Web Product Page
Partial: mentioned only on some
Partial: between 35% and 85% production declared in
relevant product categories
Heritage country on Web Product Page
Never / Rarely mentioned: below 20% Marginal: below 35% production declared in Heritage
of Web Product Pages
country on Web Product Page. Or n.a.
Source: Contactlab Analysis
Figure 40: ‘Made in’ disclosure on Product pages particularly relevant for
Chinese Customers
Fashion & Luxury customers declaring Relevance of ‘Made in’ disclosure (% of respondents)
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
WW Customers
Extremely+Very important
Chinese Customers
Extremely+Very+ Quite important
Source: Contactlab European (+) Digital Behaviour Study 2016
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 26
Figure 41: Louis Vuitton starting to disclose ‘Made in’ on Product Pages
Source: Contactlab Analysis
Figure 42: Zegna starting to disclose ‘Made in’ on Product Pages
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 27
Figure 43: Coach, Hugo Boss and Ray-Ban rank first, closely followed by Armani, Burberry, Cartier, Dior and Michael Kors. These have an overall high level of
localization with respect to language, local currency and presence on Baidu, WeChat, Weibo and Youku. Most brands localize local content on WeChat, half panel on
Websites and to a lesser extent on Newsletter. Celebrities play a significant role in local communications
Strategic Reach – Chinese Customer Engagement Strategy (China, January, 2017)
Brand
Ranking
Coach
1
Hugo Boss
1
Ray-Ban
1
Baidu
(China Search
Engine)
Website
Currency
on Web Product pages
Web
Language
Certified Area
RMB
CN
Gift guide / video for CN New Year
Certified Link
RMB
CN
Celebrity interview / style advice for CN
New Year
Certified Link
RMB
Local Content on Website
CN
CUSTOMER ENGAGEMENT STRATEGY FOR CHINESE CUSTOMERS
WeChat
Weibo
Local Content on
WeChat
WeChat Weekly Post Frequency
(Chinese Social Media)
WeChat Post
(Chinese Social Media)
(Oct-Dec 2016)
(%, Oct-Dec 2016)
YES signalled
1.33
47%
YES signalled
Products customized for Asians
YES signalled
YES signalled
1.83
1.00
65%
62%
YES signalled
YES signalled
Youku
(ChineseVideo Web
Platform)
Email
Email Language
YES
CN
YES
CN
YES
Local content on Emails
Oct-Dec 2016
None
Chinese celebrity and product
suggestion;
In shop activities and WeChat game
Major Local Celebrities & Fashion bloggers
(Jul 2016 - Jan 2017)
Tang Yan, Li Yifeng (Events)
Huo Jianhua
CN
Mid-Autumn Festival Product suggestion;
Chinese National Holiday Product
suggestion
Kris Wu
Hu Ge (Emporio Armani)
Armani
4
Certified Link
RMB
CN
Gift guide for CN New Year
YES signalled
1.33
31%
YES signalled
YES
CN
Chinese National Holiday; Single Day
Promotion
Burberry
4
Certified Link
RMB
CN
Gift guide for CN New Year;
Celebrity Kris Wu
YES signalled
1.50
10%
YES signalled
YES
CN
The Kris Wu Edit
Cartier
4
Certified Area
RMB
CN
Gift guide for CN New Year
YES
1.00
75%
YES signalled
YES
CN
None
Kris Wu
Fan Bingbing, Ni Ni (Events)
Lu Han (Juste un Clou Collection)
Ni Ni, Li Yifeng, AngelaBaby, Yang Yang
(Events)
Yang Mi (Events)
Dior
4
Certified Area
RMB (beauty)
CN
Gift guide / offers for CN New Year
YES
3.83
16%
YES signalled
YES
CN
None
Michael Kors
4
Certified Link
RMB
CN
YES signalled
1.33
63%
YES signalled
YES
CN
None
Fendi
9
Certified Area
No Price
CN
Special collection for CN New Year
Special collection / video for CN New
Year
YES signalled
2.08
48%
YES signalled
YES
CN
None
Gogoboi, Chris Lee (Events)
Gucci
10
Certified Area
No Price
CN
YES signalled
3.08
23%
YES signalled
YES
CN
None
Ni Ni (Eyewear)
Chris Lee (Timepieces and Jewelry)
Louis Vuitton
10
Certified Area
RMB
CN
YES signalled
0.83
8%
YES signalled
YES
CN
None
Tang Yan, Fan Bingbing, Jing Boran (Events)
Moncler
10
Certified Link
RMB
CN
YES signalled
0.83
33%
YES signalled
YES
None
None
Chow Tai Fook
10
Certified Link
RMB
CN
Special collection for Chinese New
Year
YES signalled
4.08
36%
YES signalled
YES
n.a.
None
Bulgari
Chanel
Dolce&Gabbana
14
14
14
Certified Area
Certified Area
Certified Link
RMB(selected product)
RMB (beauty)
RMB
CN
CN
CN
None
None
Special collection for CN New Year
YES
YES
YES
0.83
2.75
0.92
42%
29%
19%
YES signalled
YES
YES signalled
YES
YES
YES
None
Chinese E-commerce launch for beauty
None
Kris Wu (Watch)
Hu Ge (Beauty)
None
Ferragamo
14
Certified Link
RMB
CN
Gift guide for CN New Year
YES signalled
1.00
33%
YES signalled
YES
None
None
Valentino
Bottega Veneta
14
19
Certified Area
Certified Area
RMB
RMB
CN
CN
YES signalled
YES signalled
0.75
0.92
13%
0%
YES signalled
YES signalled
YES
YES
None
None
Yang Yang (Events)
None
Shanghai Tang
20
No Certified Link
RMB
CN
None
Special collection / video for CN New Year
Gift guide for CN New Year
Traditional Chinese dresses (Qipao)
CN
No email option
for Mainland
China
CN
CN
CN
No Email
Received
CN
CN
YES signalled
1.42
41%
YES signalled
NO
CN / EN
None
None
Ralph Lauren
21
Certified Link
CN
New Year Wishes for CN Customers
YES
3.25
44%
YES
YES
Swatch
Tod's
21
21
No Certified Link
Certified Link
Gift guide / video for CN New Year
None
YES signalled
YES
0.83
1.08
22%
22%
YES signalled
YES signalled
YES
YES
Tory Burch
24
Certified Link
USD
New Year Wishes for CN Customers
YES signalled
2.25
30%
YES signalled
YES
Welcome Email
Only (CN)
None
None
Zegna
Brunello Cucinelli
Hermès
Prada
Tiffany
Balenciaga
Saint Laurent
25
26
26
28
28
30
30
Certified Area
No Certified Link
Certified Area
Certified Area
Certified Link
Certified Area
Certified Link
No Price
RMB
No Price
No Price
No Price
RMB
RMB
CN
CN
CN (Editorial
focus), EN
(Ecommerce)
CN
CN
CN
CN
CN
CN
CN
None
None
None
None
None
None
None
YES
YES
YES
YES signalled
YES
YES
YES signalled
1.08
1.33
2.25
2.33
1.33
0.92
0.92
37%
31%
44%
14%
42%
0%
0%
YES signalled
YES
YES
YES signalled
YES signalled
YES signalled
YES signalled
YES
NO
YES
NO
NO
NO
NO
CN
CN
CN
CN
CN
CN
CN
None
None
None
None
None
None
None
Jing Boran (Events)
Liu Tao (Events)
None
None
Ni Ni
None
None
Givenchy
32
Certified Link
GBP
None
YES signalled
1.00
8%
YES signalled
YES
CN
None
Chris Lee
None
None
None
None
YES
YES (Websites, Social Media, Emails…)
NO
NO
No product page on
Chinese Website
No Price
RMB
Special collection for CN New Year
Dedicated box for store in Beijing;
Gift guide/ video for CN New Year
Special collection for CN New Year
CN (Editorial
focus), EN
(Ecommerce)
Loro Piana
33
Certified Area
EUR
CN
None
YES
0.33
0%
YES
NO
Céline
34
Certified Link
EUR
CN
None
NO
No WeChat Account
No WeChat Account
NO
NO
Brand Area Box
(Certified by Baidu)
RMB
(Chinese currency)
Chinese
YES
Above 2 posts per week
Above 40% of post
with local content
Text Description
(Certified by Baidu)
USD / EUR / GBP
Mixed
ChineseEnglish
0,5 - 2 posts per week
Between 10% and
40%
Text Not Certified by
Baidu
No prices
English
Below 0.5 posts per week
Marginal (below
10%)
NO
WeChat Account
signalled on Brand
web page
WeChat Account not
signalled on Brand
web page
No Account
No Email
Received
CN
CN
Welcome Email
Only (CN)
Welcome Email
Only (CN)
Weibo Account
signalled on Brand web Yes, Account on Youku
Chinese
page
Weibo Account not
English/Welcome
signalled on Brand web
Email Only
page
(Chinese)
No China country
No Official Account
No
option for
newsletter
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 28
None
None
None
None
None
None
Figure 44: Baidu Search Engine: Example Chanel Certified Brand Area Box
Source: Contactlab Analysis
Figure 45: Baidu Search Engine: Example of Ray-Ban Certified Text Description
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 29
Figure 46: Shanghai Tang giving attention to Chinese heritage, with its Luxury Iconic Qipao dresses
Local Content on Website – The example of Shanghai Tang
Source: Contactlab analysis
Figure 47: Ray-Ban gives particular attention to the Asian market via eyewear
customization
Local Content on Website - The example of Ray-ban
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 30
Figure 48: Hugo Boss best practice Chinese New Year campaign with Chinese Celebrity Huo Jianhua on
Website and WeChat
Local Content on Website – The example of Hugo Boss
Source: Contactlab Analysis
Figure 49: Burberry features local celebrity Kris Wu
Local Content on Website – The example of Burberry
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 31
Figure 50: Chinese New Year special collection and gift guide. QR code allows customers to explore more
about the collection via mobile
Local Content on Website – The example of Bottega Veneta
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 32
Figure 51: WeChat account (1/2)
The example of Tiffany
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 33
Figure 52: WeChat account (1/2)
The example of Valentino
Source: Contactlab Analysis
Figure 53: Valentino website – signalling WeChat, Weibo and Youku icons on
homepage
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 34
Figure 54: Pop-up highlighting Newsletter and WeChat Following
The example of Fendi website
Source: Contactlab Analysis
Figure 55: Local Event on WeChat (1/2)
The example Gucci – ‘GHOST’ Event in Chengdu
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 35
Figure 56: Local Event on WeChat (2/2)
The example of Hermès – Party in Shanghai
Source: Contactlab Analysis
Figure 57: Local Shopping Day on WeChat
The example of Coach – Single Day voucher (11 Nov)
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 36
Figure 58: Weibo Account
The example of Michael Kors
Source: Contactlab Analysis
Figure 59: YouKu account
The example of Bulgari
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 37
Figure 60: Young generations show an increasing interest in Fashion & Luxury
Newsletters
% of Subscribers to Fashion & Luxury Newsletters by Age (China, % respondents)
40.0
35.0
30.0
25.0
20.0
15.0
10.0
5.0
0.0
16-24
25-34
35-44
45-54
54+
Source: Contactlab European (+) Digital Behaviour Study 2016
Figure 61: Local Event on Newsletter
The example Bulgari – Wishes for Mid-Autumn Festival
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 38
Figure 62: Local Shopping Day on Newsletter
The example of Armani Single Day sales (11 Nov)
Source: Contactlab Analysis
Figure 63: Drive to Store on Newsletter
The example of Hugo Boss
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 39
Figure 64: Use of major local celebrities & fashion blogger: Jing Boran
The example of Louis Vuitton Newsletter for New Collection launch
Source: Contactlab Analysis
Figure 65: Use of major local celebrities & fashion blogger: singer/actor Kris Wu
The example Ray-Ban Limited Edition Sunglasses on Newsletter
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 40
Figure 66: Use of major local celebrities & fashion blogger: actor Hu Ge
The example for Chanel No.5 campaign on WeChat
Source: Contactlab Analysis
Figure 67: Use of major local celebrities & fashion blogger: actress Fan Bingbing
The example of Cartier at its Magicien Jewelry Exhibition in Shanghai
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 41
Figure 68: Use of major local celebrities & fashion blogger: singer Chris Lee
The example of Gucci on WeChat
Source: Contactlab Analysis
Figure 69: Use of major local celebrities & fashion blogger: Gogoboi (fashion
blogger)
The example Fendi Social Campaign on Weibo
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 42
Digital experience for Chinese Customers
Figure 70: Michael Kors, Burberry and Cartier leading the Digital Customer Experience axis. Namely,
Burberry, Louis Vuitton and Dior excelling in Style Advisory. Cross-Channel Services still quite neglected in
China, only Burberry and Loro Piana standing out
Digital Experience Axis – Overall Brand Ranking (China, January 2017)
DIGITAL EXPERIENCE AXIS FOR CHINESE CUSTOMERS - RANKINGS
ECOMMERCE EXPERIENCE
ON CHINESE WEBSITES
WEBSITE EXPERIENCE ON CHINESE WEBSITES
Brand
Michael Kors
Burberry
Cartier
Coach
Chanel
Dior
Hugo Boss
Loro Piana
Valentino
Armani
Balenciaga
Ray-Ban
Louis Vuitton
Chow Tai Fook
Tod's
Tory Burch
Shanghai Tang
Moncler
Brunello Cucinelli
Dolce & Gabbana
Givenchy
Ferragamo
Gucci
Bulgari
Swatch
Tiffany
Fendi
Zegna
Bottega Veneta
Saint Laurent
Prada
Hermès
Ralph Lauren
Céline
SCORE RANKING
117
116
114
108
106
105
98
96
94
94
92
90
88
88
87
84
81
78
73
72
72
68
68
64
62
55
52
52
49
45
39
36
35
27
1
2
3
4
5
6
7
8
9
10
11
12
13
13
15
16
17
18
19
20
20
22
22
24
25
26
27
28
29
30
31
32
33
34
Display
Product
Visualization Presentation
on China
on China
Websites
Website
1
6
1
1
1
18
1
18
1
18
1
18
1
6
1
1
1
6
1
6
1
6
1
3
1
18
1
29
1
18
1
3
1
6
33
18
1
18
1
6
1
6
1
6
1
6
1
6
1
29
1
6
1
29
1
3
1
18
1
18
33
18
1
32
1
34
1
32
Product
Selection
Support on
China Website
7
7
6
1
12
23
12
4
12
12
12
23
4
3
17
1
17
17
7
7
17
23
17
7
23
17
32
27
30
27
32
29
32
30
Basic Customer
Service on China
Websites
Personal
Services on
China Websites
1
10
10
1
1
1
1
8
10
10
24
1
10
1
10
9
10
24
26
26
10
10
10
10
10
26
10
26
26
31
31
31
10
31
6
4
1
13
13
2
3
9
7
9
20
8
4
23
16
25
16
28
26
28
28
15
26
23
20
16
12
11
16
28
20
28
28
28
Online
Shopping
on China
Websites
1
10
5
2
4
5
12
20
12
17
5
12
26
2
12
17
9
12
17
10
21
5
32
22
32
26
32
26
22
22
26
26
26
25
CROSS-CHANNEL
EXPERIENCE
FOR CHINESE
CUSTOMERS
CUSTOMER ENGAGEMENT EXPERIENCE
FOR CHINESE CUSTOMERS
Delivery
Options
in China
Store
Finder
Cross-Channel
Services In
China
Email Proficiency
for Chinese
Customers
Share
on China/Intl.
Websites
Apps
for Chinese
Customers
2
7
13
3
7
3
1
13
19
7
19
13
19
13
3
19
18
7
7
13
7
3
19
19
19
19
19
19
19
19
19
19
19
19
10
4
4
17
8
10
30
15
24
17
17
24
1
33
10
10
21
15
30
28
4
34
4
27
3
24
8
21
10
21
28
17
1
30
7
1
4
4
12
12
12
1
12
12
4
12
12
3
12
12
7
12
7
12
7
12
12
11
12
12
12
12
12
12
12
12
12
12
14
1
13
25
8
5
14
28
1
5
1
8
5
28
8
28
18
8
25
22
27
28
1
12
14
22
18
17
22
18
18
28
28
28
2
2
12
2
8
28
2
7
12
12
12
28
8
28
28
12
12
26
1
12
28
12
2
25
12
26
12
28
12
8
12
12
28
8
14
25
1
23
7
7
19
23
5
14
19
14
1
7
25
12
25
19
25
25
7
25
5
14
1
1
14
25
25
19
12
7
25
25
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 43
Figure 71: Only Prada and Moncler requiring flash plug-in for videos (1/2)
Digital Experience Axis – Display Visualization on China Websites (China, January 2017)
DISPLAY VISUALIZATION ON CHINA WEBSITES
Brand
Armani
Balenciaga
Bottega Veneta
Brunello Cucinelli
Bulgari
Burberry
Cartier
Céline
Chanel
Coach
Dior
Dolce & Gabbana
Fendi
Ferragamo
Givenchy
Gucci
Hermès
Hugo Boss
Loro Piana
Louis Vuitton
Michael Kors
Ralph Lauren
Ray-Ban
Saint Laurent
Swatch
Tiffany
Tod's
Tory Burch
Valentino
Zegna
Chow Tai Fook
Shanghai Tang
Moncler
Prada
Ranking
Flash Plug-In Required for Videos
Mobile adapted website
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
32
32
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
Optional (Video)
Optional (Video)
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
Not required
Yes adapted
Required for videos
Partially adapted (some horizontal scrolling, only some pages)
Required for website visualization
Not adapted
Source: Contactlab Analysis
Figure 72: Only Prada and Moncler requiring flash plug-in for videos (2/2)
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 44
Figure 73: The example Chow Tai Fook desktop and mobile adapted websites
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 45
Figure 74: Only four brands integrate product pages with videos. Ray-Ban offering virtual mirror. Model
measure less adopted than in US
Digital Experience Axis – Product Presentation on China Websites (China, January 2017)
PRODUCT PRESENTATION ON CHINA WEBSITES
Brand
Pictures from different
angles
YES (Selected products)
YES
YES (Selected products)
YES
Virtual mirror
YES
YES (Selected products)
YES
NO
YES
NO
YES
NO
YES
NO
Yes (Selected products)
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
Yes (Selected products)
NO
YES
NO
YES (Model and mannequin)
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
YES
NO
Yes (Selected products)
NO
YES
NO
YES
NO
Yes (Selected products)
NO
YES
NO
NO
NO
NO
No product page on Chinese No product page on Chinese
Website
Website
Ranking Video with worn products
Burberry
Loro Piana
Ray-Ban
Tory Burch
Zegna
Armani
Balenciaga
Bulgari
Dolce & Gabbana
Ferragamo
Givenchy
Gucci
Hugo Boss
Michael Kors
Tiffany
Valentino
Shanghai Tang
Bottega Veneta
Brunello Cucinelli
Cartier
Chanel
Coach
Dior
Louis Vuitton
Moncler
Prada
Saint Laurent
Tod's
Fendi
Swatch
Chow Tai Fook
Céline
Hermès
1
1
3
3
3
6
6
6
6
6
6
6
6
6
6
6
6
18
18
18
18
18
18
18
18
18
18
18
29
29
29
32
32
Ralph Lauren
34
Offered
Offered
Not offered
Not offered
Zoom on Details
Model measures
YES
YES (mouseover)
YES
YES
YES (mouseover)
YES
YES
YES (mouseover)
YES
YES (mouseover)
YES
YES
YES (mouseover)
YES (mouseover)
YES (mouseover)
YES
YES (mouseover)
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
NO
NO
YES
YES
No product page on
Chinese Website
YES
NO
n.a (no RTW)
NO
YES
YES
YES
n.a (no RTW)
YES
n.a (no RTW on web)
YES
YES
NO (vs YES US)
NO (vs YES US)
n.a (no RTW)
YES
NO
NO
NO (vs YES US)
n.a (no RTW)
NO
NO (vs YES US)
NO
NO
NO
n.a (no RTW on web)
NO
n.a (no RTW on web)
n.a (no RTW on web)
n.a (no RTW)
n.a (no RTW)
NO
n.a (no RTW on web)
No product page on
Chinese Website
Offered with mouseover
Offered with click
Not offered
Offered
Not offered
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 46
Figure 75: Ray-Ban offering Virtual Mirror tool, with two options: models and self
Source: Contactlab Analysis
Figure 76: Shanghai Tang offering two types of product views: model and
mannequin
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 47
Figure 77: Coach and Tory Burch leading, closely followed by Chow Tai Fook, Loro Piana, Louis Vuitton.
Very important customer reviews for the Chinese market offered only by Chow Tai Fook, Coach and Tory
Burch (although from the US, not Chinese website)
Digital Experience Axis – Product Selection Support on China Websites (China, January 2017)
PRODUCT SELECTION SUPPORT ON CHINA WEBSITES
Recently
viewed
You might also like
(same product
category)
YES
YES
YES
YES
YES
YES
NO
YES
YES
NO
YES
YES
NO
YES
NO
NO
NO
NO
NO (vs YES in US)
YES
YES
NO
YES
NO
YES
Brand
Ranking
Wishlist
Coach
Tory Burch
Chow Tai Fook
Loro Piana
Louis Vuitton
Cartier
Brunello Cucinelli
Bulgari
Burberry
Dolce & Gabbana
Michael Kors
Armani
Balenciaga
Chanel
Hugo Boss
Valentino
Givenchy
Gucci
Moncler
Tiffany
Tod's
Shanghai Tang
Dior
Ferragamo
Ray-Ban
1
1
3
4
4
6
7
7
7
7
7
12
12
12
12
12
17
17
17
17
17
17
23
23
23
YES
YES
YES
YES
YES
YES
YES
YES
NO (vs YES in US)
YES
YES
YES
YES
YES
YES
YES
NO
NO (vs YES in US)
YES
YES
YES
NO
NO
YES
YES
Swatch
23
YES
Saint Laurent
27
NO (vs YES in US)
YES
NO (vs YES in US)
Zegna
Hermès
Bottega Veneta
Céline
27
29
30
30
NO
YES (Scarves)
NO (vs YES in US)
NO
NO
YES (Scarves)
NO (vs YES in US)
NO
Fendi
32
NO (vs YES in US)
Prada
32
NO
32
No product page
on Chinese
Website
NO
NO
NO
NO
NO (vs YES in
US)
NO
No product
page on
Chinese
Website
Ralph Lauren
YES
YES
YES
NO
YES
NO
NO
NO
NO
YES
NO
NO
NO
NO
YES
NO
NO
YES
YES
NO
NO
NO
YES
NO
NO
NO (vs YES in
US)
Match with,
Complete the
Look
YES
YES
NO
YES
YES
YES
YES
YES
YES
YES
YES
NO
YES
YES (Beauty)
NO
YES
YES
YES
NO
NO
NO
YES
YES (Beauty)
NO
n.a
YES
n.a
NO (vs YES in US)
NO
No product page on
Chinese Website
NO (vs YES in
US)
NO
NO
NO
NO
NO (vs YES in
US)
NO
No product page
on Chinese
Website
Shop/discover the
Look
Shop by Occasion
NO
NO
YES
YES (eg. Workweek Chic / Parties & Events)
n.a
YES (eg. Bridal Collection)
YES
YES (eg. Skiing / Sailing / Vintage Cars)
YES
NO
n.a
YES (eg. Bridal Collection)
YES
NO
n.a
YES (eg. Bridal Collection)
YES
YES (eg. Winter Weekend / Night Wear)
NO
NO
NO
NO (vs YES in US)
YES
NO
NO
NO
YES
NO
NO (coming soon)
YES (eg. Travel Collection)
NO
NO
YES
NO
YES
NO
NO
NO
n.a
YES (eg. Engagement / Wedding Collection )
NO
NO
NO
YES (eg. Wedding / Graduation gift options)
NO
NO
NO
NO
n.a
n.a
Size guide table
YES
CN (Reviews)
YES
EN (Rating and reviews)
YES
CN (Rating and reviews)
YES
YES (Shoes only)
YES
YES
NO (vs YES in US)
YES
YES
YES
YES
YES
NO
YES
YES
YES
NO (vs YES in US)
YES
NO (vs YES in US)
YES
YES
NO
YES
NO
n.a
n.a
NO
NO
NO
YES
YES
NO (vs YES in US)
YES
YES
NO
NO (vs YES in US)
NO
NO
YES
NO
NO (vs YES in US)
NO
NO
NO
NO (vs YES in US)
NO
NO
NO
No product page on Chinese Website
No product page
on Chinese
Website
No product page
on Chinese
Website
Offered
Offered
Offered
Offered
Offered
Offered
Not offered
Not offered
Not offered
Not offered
Not offered
Not offered
Customers Reviews
Offered
Partial
Not offered
YES, in Chinese
YES, in English
NO
Source: Contactlab Analysis
Figure 78: Example Zegna offering “Discover the look”
Source: Contactlab Analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 48
Figure 79: Example Burberry offering “Shop by Occasion” (Winter Weekend)
Source: Contactlab analysis
Figure 80: Example Shanghai Tang offering “Shop by Occasion” (Graduation
gifts)
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 49
Figure 81: Example Chow Tai Fook offering detailed “Size Guide”
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
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21 FEBRUARY 2017
page 50
Figure 82: Example Shanghai Tang “Size Guide” table
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 51
Figure 83: Example Chow Tai Fook offering customers “Product Reviews and Rating”
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 52
Figure 84: Example Coach offering “Customers Reviews”
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 53
Figure 85: Only Chow Tai Fook and six International brands offer Online Chat in
Chinese
Digital Experience Axis – Basic Customer Service on China Websites (China, January 2017)
BASIC CUSTOMER SERVICE ON CHINA WEBSITES*
Ranking
Web Online Chat
Phone
Assistance
Email
Assistance
Chanel
1
CN
CN
CN
Coach
1
CN
CN
CN
Brand
Dior
Hugo Boss
Michael Kors
Ray-Ban
Chow Tai Fook
Loro Piana
Tory Burch
Shanghai Tang
Armani
Bulgari
Burberry
Cartier
Fendi
Ferragamo
Givenchy
Gucci
Louis Vuitton
Ralph Lauren
Swatch
Tod's
Valentino
Balenciaga
Moncler
Bottega Veneta
Brunello Cucinelli
Dolce & Gabbana
Tiffany
Zegna
Céline
Hermès
Prada
Saint Laurent
1
CN (Fashion)
CN
1
CN
CN
1
CN
CN
1
CN
CN
1
CN
CN
8
EN
CN
9
EN
EN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
10
NO
CN
24
NO
CN
24
NO
CN
26
NO
NO
26
NO
NO
26
NO
NO
26
NO
NO
26
NO
NO
31
NO
NO
31
NO
NO
31
NO
NO
31
NO
NO
*Product availability, delivery, payment…
Offered in Chinese
Offered in English
Not Offered
CN
CN
CN
CN
CN
CN
EN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
CN
Not active
Not active
CN
CN
CN
CN
CN
NO
NO
NO
NO
Offered in
Chinese
Offered in
English
Offered in
Chinese
Offered in
English
Not Offered
Not Offered
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 54
Figure 86: Burberry giving lots of attentions on Customer Service (phone, Weibo,
WeChat, Email) in Chinese
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 55
Figure 87: Dior very complete Customer Service (Email, chat, phone) in Chinese
Source: Contactlab analysis
Figure 88: Chanel example “Online Chat ’’ in Chinese
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 56
Figure 89: Louis Vuitton not offering “Assistant via Chat ’’ in China, vs yes in US
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 57
Figure 90: Overall Cartier leading, followed by Dior and Hugo Boss. Burberry excelling for Style Advisory completeness, including Weibo. Overall Made to Measure
services well developed, Style Advisor and Book an Appointment less
Digital Experience Axis – Personal Services on China Websites (China, December 2016)
PERSONAL SERVICES ON CHINA WEBSITES
Brand
Ranking
Style Advisor:
Online Chat*
Style Advisor:
Phone Assistance*
Style Advisor:
E-mail Assistance*
CN (Refer to phone)
CN Extra Effort
No Reply
CN Extra Effort
CN Extra Effort
No Reply
Cartier
1
NO
Dior
Hugo Boss
Burberry
Louis Vuitton
Michael Kors
2
3
4
4
6
CN Extra Effort
CN
NO
NO
CN
CN Extra Effort
CN Extra Effort
CN
CN Extra Effort
CN Extra Effort
CN
Valentino
NO
Style Advisor:
Style Advisor:
WeChat Assistance*
Weibo*
NO
Book an Appointment
in Chinese Stores
Extra Effort
NO
NO
Extra Effort
Extra Effort
Extra Effort
NO
NO
YES
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
YES
YES (Made to measure)
NO
NO
NO
YES (personalized look
and tailoring service)
NO
YES (Made to measure)
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
After Service - jewelry engraving/polishing/resizing/restoration/pairing (offline)
Personalization: add charms "Lucky Badge" to bags (offline)
Made-to-measure (offline)
Monogramming scarves & perfumes (online)
Initials on leather goods by stamping or printing (online); make-to-order shoes (offline)
Customized bag collection (online)
7
NO
Ray-Ban
Armani
Loro Piana
Zegna
Fendi
Chanel
8
9
9
11
12
13
CN
NO
EN
NO
NO
CN Extra Effort
Coach
13
Ferragamo
Bottega Veneta
15
16
CN
NO
NO
Tiffany
Tod's
Shanghai Tang
Balenciaga
Prada
16
16
16
20
20
NO
NO
NO
NO
NO
Swatch
20
NO
No Reply
NO
NO
NO
Bulgari
23
NO
CN (Refer to store)
No Reply
YES
NO
YES (Diamond Expert)
NO
NO
YES
NO
Yes (Product consultant
for specific product)
NO
Chow Tai Fook
23
CN (Refer to store)
EN
NO
CN (Refer to store)
NO
NO
NO
NO
25
26
26
28
CN
EN
NO
NO
NO
No Reply
Tory Burch
Brunello Cucinelli
Gucci
Céline
EN
CN Extra Effort
NO
NO
NO
NO
NO
No WeChat Account
NO
NO
NO
NO
NO
NO
NO
NO
Jewelry engraving on Chinese website/stores
Made to Order: add initials to bags , SLG / Add charm to bags (online)
NO
Initials for SLGs (offline)
NO
Dolce & Gabbana
Givenchy
28
28
NO
NO
NO
NO
NO
No Reply
NO
NO
NO
NO
NO
NO
NO
NO
Hermès
28
NO
NO
NO
NO
NO
NO
NO
Moncler
Ralph Lauren
Saint Laurent
28
28
28
NO
NO
NO
NO
NO
NO
Not active
NO
No Reply
NO
NO
NO
* tested in December 2016
NO
NO
NO
NO
NO
NO
NO
NO
NO
Yes
Offered at Chinese stores
Products on Chinese website / stores
No
Not Offered at Chinese
stores
CN (Refer to WeChat)
CN
CN Extra Effort
NO
CN
CN Extra Effort
CN
NO
CN (Refer to store)
CN Extra Effort CN (Refer to store/WeChat/NL)
CN Extra Effort
CN (Refer to store)
CN (Refer to online
chat / store)
CN
NO
NO
No Reply
NO
NO
NO
NO
No Reply
CN (Refer to store)
CN (Refer to store)
CN (Refer to store)
EN
Not active
NO
Extra Effort
NO
NO
Offered in Chinese
Offered in Chinese
Offered in Chinese
Extra effort
Offered in English
Support for refer to
store
Offered in English/
Refer to store
Offered
Not Offered
Not Offered
Not Offered
Not Offered
NO
Make to Order
Bag strips and initials(offline)
Customized sunglasses (online)
Made-to-measure (offline)
Made To Measure Services: suits/Jackets, Shirts, Men's Knitwear, Ties
Made-to-measure (offline)
Made-to-measure (offline)
NO
Initials on Chinese website/stores
Made to Measure shoes (offline)
Customized(material, colors) and Monogramming: bags, SLG (offline)
NO
Made to Measure shoes (offline)
Made-to-measure (offline)
NO
Made-to-measure (offline)
NO
Jewelry and pen engraving (offline)
Initials on Chinese website / stores
Not Offered in China
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 58
Figure 91: Style Advisory while shopping particularly relevant for Chinese
Customers
Being able to contact a style advisor via chat, email or phone while shopping online (% of
respondents)
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
WW Customers
Chinese Customers
Extremely+Very important
Extremely+Very+ Quite important
Source: Contactlab European (+) Digital Behaviour Study 2016
Figure 92: Dior best practice in “Style Advisory via Online Chat’’ with link for product suggestions
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
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21 FEBRUARY 2017
page 59
Figure 93: Louis Vuitton best practice in “Style Advisory via Phone’’, followed by SMS with links for product
suggestions
Source: Contactlab analysis
Figure 94: Dior extra effort in “Style Advisory via Email” for argumentation
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
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21 FEBRUARY 2017
page 60
Figure 95: Brunello Cucinelli extra effort in “Style Advisory via Email’’: suggested products also with
photos in boutique. In addition, follow-up email after one week
Source: Contactlab analysis
Figure 96: Cartier best practice in “Style Advisory via WeChat’’: suggested products with images and prices
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 61
Figure 97: Michael Kors best practice in “Style Advisory via WeChat’’: suggested products with images and
prices
Source: Contactlab analysis
Figure 98: Burberry best practice in “Style Advisory via Weibo’’: suggested products with link to website
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 62
Figure 99: Zegna best practice in “Book an Appointment’’: Try on in store’ with possibility to select
Boutique and Timing
Source: Contactlab analysis
Figure 100: Swatch example “Book an Appointment’’ 1-to-1 free consultant service
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 63
Figure 101: Ray-Ban best practice in Customization: choices of lenses, frames and case. Also possibility to
engrave messages on frames
Source: Contactlab analysis
Figure 102: Prada offering “Made to Measure’’ service
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 64
Figure 103: Bottega Veneta “Customization Atelier’’ service
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 65
Figure 104: Hugo Boss offering “Made to Measure’’ service combined with Book
an Appointment
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 66
Figure 105: Shanghai Tang offering “Made to Measure’’ service
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 67
Figure 106: American brands Michael Kors and Coach plus Chow Tai Fook leading the easiness of the online shopping experience. Alipay and Cash on Delivery
widely adopted, while only Ferragamo, Chanel, and Dior offer WeChat Pay among European brands. Only Chow Tai Fook offering Instalment payment
Digital Experience Axis – Online Shopping on China Websites (China, January 2017)
ONLINE SHOPPING ON CHINA WEBSITES
Brands
Ranking
Video in homepage
without slowing down
Purchasing Process
YES
NO
NO
YES
NO
NO
YES
NO
NO
YES
YES (animation)
NO
NO
NO
NO
NO
NO
NO
YES
YES (animation)
YES
YES (animation)
YES
YES
YES
YES (animation)
NO
YES
Shop evidence
on Chinese Homepage
Minimum clicks
to shopping bag
E-commerce mobile
Price Evidence
Quick Buy Option
Alipay
WeChat Pay
PayPal
Cash on delivery
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
NO
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
3
3
3
2
3
3
3
3
3
3
3
3
3
3
3
3
4
4
3
2
3
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES (IOS APP)
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
YES
YES
YES
YES
YES (mouseover)
YES (mouseover)
YES (Beauty)
YES (mouseover)
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES (only app)
YES (mouseover)
YES (mouseover)
YES (mouseover)
YES
NO
YES
NO
No product page on
Chinese Website
NO
YES
NO
NO
NO
YES
YES
YES
YES
YES
YES
YES
NO (vs YES in US)
YES
YES
YES
NO (vs YES in US)
NO (vs YES in US)
YES
YES
NO (vs YES in US)
NO (vs YES in US)
YES
YES
NO
YES
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
NO
NO
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
YES
YES
YES
YES
NO
NO
YES
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
YES
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
YES
YES
NO
NO
YES
YES
YES
NO
YES
NO
NO
YES
YES
NO
NO
YES
YES
NO
NO
YES
NO
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
Offered
Offered
Offered
Offered
Offered
Offered
Not offered
Not offered
Not offered
Not offered
Not offered
Not offered
Michael Kors
Coach
Chow Tai Fook
Chanel
Balenciaga
Cartier
Dior
Ferragamo
Shanghai Tang
Burberry
Dolce & Gabbana
Hugo Boss
Moncler
Ray-Ban
Tod's
Valentino
Armani
Brunello Cucinelli
Tory Burch
Loro Piana
Givenchy
Bottega Veneta
Bulgari
Saint Laurent
Céline
Hermès
Louis Vuitton
Prada
1
2
2
4
5
5
5
5
9
10
10
12
12
12
12
12
17
17
17
20
21
22
22
22
25
26
26
26
Ralph Lauren
26
YES
no China ecommerce
no China ecommerce
no China ecommerce
Tiffany
Zegna
Fendi
Gucci
Swatch
26
26
32
32
32
YES (animation)
NO
NO
NO
NO
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
Partial screen video, not Shop button or E-store
interfering on Homepage
button
2-3 click
Via Web
No video on Homepage
Shopping bag
4-5 clicks
Only via App
Full screen video and
always interfering (skip)
on Homepage
No E-commerce
evidence
More than 5 clicks
Not feasible
Yes displayed on
product page and on
category page with
mouseover
Yes displayed on
product page and/or on
category page without
mouseover
Not displayed
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 68
Extra effort
(Installment…)
Installment
Figure 107: Ferragamo, one of the few Western brands offering WeChat Pay
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 69
Figure 108: Chow Tai Fook offering Instalment Payment
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 70
Figure 109: Only six players offering fast delivery within three days. However, brands importing from
European warehouses cannot assure quick delivery
Digital Experience Axis – Delivery options in China Websites (China, January 2017)
DELIVERY OPTIONS IN CHINA
Brands
Ranking
Free shipping (Standard)
Hugo Boss
Michael Kors
Coach
Dior
Ferragamo
Tod's
Armani
Brunello Cucinelli
Burberry
Chanel
Givenchy
Moncler
Cartier
Dolce & Gabbana
Loro Piana
Ray-Ban
Chow Tai Fook
Shanghai Tang
Balenciaga
Tory Burch
Valentino
Bottega Veneta
Bulgari
Céline
Fendi
Gucci
Hermès
Louis Vuitton
Prada
Ralph Lauren
Saint Laurent
Swatch
Tiffany
Zegna
1
2
3
3
3
3
7
7
7
7
7
7
13
13
13
13
13
18
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
Free above 3000 RMB
YES
NO
YES
YES
YES
NO (50 RMB)
YES
YES
YES
NO (15 USD)
NO (50 RMB)
YES
NO (260 RMB)
NO
YES
YES
Free over 2000 RMB
NO (100 RMB)
NO
NO (95 RMB)
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
Standard Delivery
Express Delivery
Same/Next Day Delivery
3-5 working days
1-3 WORKING DAYS
NO
2-5 working days
Not Offered
Same Day (for Shanghai)
1-5 days (with SF courier)
Not Offered
NO
1-2 days
Not Offered
NO
5-7 working days
Not Offered
NO
1-3 days
Not Offered
NO
3-5 working days
1-2 WORKING DAYS
NO
Within 5 working days
Not Offered
NO
1-5 days after shipping
Not Offered
NO
1-5 days
Not Offered
NO
2-3 working days
Not Offered
NO
3-5 working days
1-2 WORKING DAYS
NO
Within 7 days
Not Offered
NO
3-4 working days
Not Offered
NO
Within 5 days
Not Offered
NO
2-7 working days
Not Offered
NO
shipped within 72 hours, arrival not specified
Not Offered
NO
Within 7 working days
Not Offered
NO
11-15 working days arrive, shipped from Italy
Not Offered
NO
shipped in 1-2 working days, arrival not specified
Not Offered
NO
11-15 working days
Not Offered
NO
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
no China ecommerce
no China ecommerce no China ecommerce
Free with no tickets limits
Free above Ticket Treshold
Always paid
maximum 3 days
maximum 5 days
5 or more / not declared
Offered
Not offered
Same day
Next day
Not offering
Weekend Delivery
YES
NO
YES
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
All China
Selected areas
Not offered
Source: Contactlab analysis
Figure 110: Example Balenciaga long delivery times from Europe
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 71
Figure 111: Only Michael Kors offering Same Day Delivery
Source: Contactlab analysis
Figure 112: Coach offering many delivery options, including Weekend Delivery, and preview of free gift
packaging
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 72
Figure 113: Example Chanel different delivery time can vary by destination
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 73
Figure 114: Louis Vuitton and Ralph Lauren leading, followed by Givenchy
Digital Experience Axis – Store Finder (China, January 2017)
STORE FINDER
Manually prompted
Automatic
Automatic
Automatic
Manually prompted
Manually prompted
Automatic
Automatic
Manually prompted
Automatic
Manually prompted
Automatic
Automatic
Automatic
Manually prompted
Manually prompted
Manually prompted
Automatic
Automatic
Manually prompted
Manually prompted
Manually prompted
Automatic
Manually prompted
Manually prompted
Automatic
Automatic
Manually prompted
Manually prompted
Manually prompted
Manually prompted
Ask for Client
Localization on
Desktop
YES
YES
YES
YES
YES
NO
YES
YES
YES
YES
YES
YES
NO
YES
NO
NO
YES
NO
NO
YES
NO
NO
NO
YES
NO
NO
YES
YES
YES
NO
NO
Ask for Client
Localization on
Mobile
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
YES
NO
YES
YES
NO
NO
NO
YES
NO
NO
YES
NO
NO
NO
YES
NO
NO
NO
HIGH
Automatic
NO
NO
HIGH
HIGH
Manually prompted
Manually prompted
NO
NO
NO
NO
Products/Service
Brand/Gender/Products
Service
Service/Products/Gender
Products/Service
Products/Gender
Gender/Products
Products
Products/Gender
Gender/Products
Products/Gender/Service
NO
Service/Products
NO
Service
Gender
Brand/Gender
Gender/Products
Products/Gender/Service
NO
Gender/Products
Service
NO
NO
NO
Gender/Products/Service
Products
NO
Gender/Products
NO
NO
Gender/Products/Made to
measure
NO
NO
"Luxury Goods"
naming
High: no scrolling,
large font, specific
banner
Automatic
Requested
Requested
Two criteria
Minimum
personalization
namining
Medium: no
scrolling, no drop
down menu, small
font
"Mass Market"
naming
Low: scrolling,
drop down menu,
footer
Brand
Ranking
Identification on
Homepage
Visibility
Store Search
Louis Vuitton
Ralph Lauren
Swatch
Burberry
Cartier
Givenchy
Gucci
Chanel
Fendi
Bottega Veneta
Dior
Michael Kors
Tod's
Tory Burch
Loro Piana
Moncler
Armani
Balenciaga
Coach
Hermès
Saint Laurent
Zegna
Shanghai Tang
Ray-Ban
Tiffany
Valentino
Bulgari
Dolce & Gabbana
Prada
Brunello Cucinelli
Céline
1
1
3
4
4
4
4
8
8
10
10
10
10
10
15
15
17
17
17
17
21
21
21
24
24
24
27
28
28
30
30
Boutiques
Boutique locator
Store locator
Store locator
Store locator
Stores
Boutique locator
Store locator
Fendi store locator
Boutique locator
Boutiques
Boutique Guide
Boutiques
Find a Store
Store locator
Boutiques
Stores
Boutiques
Boutiques
Nearest Boutique
Boutique locator
Store locator
Store locator
Store locator
Boutiques
Store locator
Store locator
Store locator
Find a boutique
Boutiques
Boutiques
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
LOW
MEDIUM
HIGH
LOW
LOW
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
MEDIUM
HIGH
HIGH
HIGH
HIGH
HIGH
HIGH
LOW
LOW
LOW
MEDIUM
Hugo Boss
30
Store locator
Chow Tai Fook
Ferragamo
33
34
Store locator
Stores
Store Segmentation
Details
Map
Print
Photo boutique
Phone
number
Opening day/hours
Email to Store
Referral in
store
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
YES
YES
NO
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
NO
YES
NO
NO
YES
YES
YES
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
YES
YES
NO
NO
NO
NO
YES
NO
YES
NO
Specific Sphoto (most stores)
NO
NO
NO
Generic photo
Specific Sphoto (most stores)
Generic photo
NO
Specific photo (few stores)
NO
Generic photo
NO
NO
NO
Specific drawing
NO
NO
NO
NO
NO
Specific photo (few stores)
NO
Specific photo (few stores)
NO
Specific Sphoto (most stores)
NO
NO
NO
NO
NO
NO
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
YES
YES
YES
NO
NO
YES
YES
YES
YES
YES
YES
NO
YES
YES
NO
NO
YES
YES
YES
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
YES
NO
NO
YES
NO
YES
NO
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
Store Manager
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
YES
YES
NO
NO
NO
NO
NO
Shows
Map
Allow map
printing
Specific Store picture
Phone
Number
available
Opening Hours available
(excluding SIS locations)
E-mail to Store
possible
Contact
provided
E-mail to Store
not possible
No contact
Specific Store picture for
selected locations
One criteria
Manually prompted
Not requested
Not requested
No criteria
No map
No map
printing
No picture or generic photo
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 74
Selected stores
(excluding SIS locations)
No Phone
Number not
available
Opening Hours not
mentioned (excluding
SIS locations)
Figure 115: Chow Tai Fook very visible Store Locator in Homepage
Source: Contactlab analysis
Figure 116: Givenchy Store Finder with specific Store Picture (example Plaza 66, Shanghai)
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 75
Figure 117: Shanghai Tang Store Finder with specific Store Picture in Shanghai
and Hong Kong
Source: Contactlab analysis
Figure 118: Loro Piana with specific Boutique Drawing and Referral In-Store also
on Chinese Website
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 76
Figure 119: Cross-channel services appear very neglected by most brands
Digital Experience Axis – Cross Channel Services in China, January 2017
CROSS CHANNEL SERVICES IN CHINA
Ranking
In Store Availability on Chinese
Websites
Collect in Store
Return in Store
Burberry
1
YES
YES
Loro Piana
1
NO
NO
Chow Tai Fook
Balenciaga
Cartier
3
4
4
NO
YES (Check via Email; Reserve)
NO
YES
NO
YES
NO
YES
(Beijing, Shanghai )
NO
NO
NO
Coach
4
NO
NO
NO
Online & In-store
Brunello Cucinelli
Givenchy
Michael Kors
Shanghai Tang
7
7
7
7
NO
NO
NO
NO
NO
NO
NO
NO
Online (Size & Color)
Online (size)
Online
Online (Size & Color)
no China ecommerce
no China ecommerce
NO
NO
NO
NO
NO
NO
NO
NO
NO
Not specified
NO
no China ecommerce
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
no China ecommerce
Brand
Product exchange
NO (vs YES in US, Korea, and Russia)
Online & In-store (Beijing, Shanghai)
Online
NO
NO
Bulgari
11
NO
Armani
Chanel
Dior
Dolce & Gabbana
Ferragamo
Hugo Boss
Moncler
Ray-Ban
Tod's
Tory Burch
Valentino
Bottega Veneta
12
12
12
12
12
12
12
12
12
12
12
12
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
no China ecommerce
YES on temporary sale
on WeChat
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
no China ecommerce
Céline
12
NO
no China ecommerce
no China ecommerce
no China ecommerce
Fendi
Gucci
Hermès
Louis Vuitton
Prada
Saint Laurent
Swatch
Tiffany
Zegna
12
12
12
12
12
12
12
12
12
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
no China ecommerce
Ralph Lauren
12
NO
NO
NO
NO
NO
NO
NO
NO
NO
No product page on Chinese
Website
no China ecommerce
no China ecommerce
no China ecommerce
Broadly offered
Offered in selected
stores only
Not offered
Offered
Offered online & in-store, or only in-store
Broadly offered
Offered in selected stores only
Not offered
Offered only online
Not offered
Not offered
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 77
Figure 120: Bulgari offering Collect In Store on temporary WeChat sales
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 78
Figure 121: Loro Piana offering Return/Exchange In-Store service in six boutiques in Beijing and Shanghai
Source: Contactlab analysis
Figure 122: Coach offering Online and In-Store Product Exchange service in China
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 79
Figure 123: Balenciaga, Burberry, Gucci and Valentino best positioned. Responsive layout used only by
eight brands. Some major brands prefer not to highlight western socials on Emails
Digital Experience Axis – Email Proficiency for Chinese Customers (China, January 2017)
E-MAIL PROFICIENCY FOR CHINESE CUSTOMERS
Brand
Balenciaga
Burberry
Gucci
Valentino
Armani
Dior
Louis Vuitton
Chanel
Moncler
Ray-Ban
Tod's
Bulgari
Cartier
Hugo Boss
Michael Kors
Swatch
Zegna
Fendi
Prada
Saint Laurent
Shanghai Tang
Bottega Veneta
Dolce & Gabbana
Tiffany
Brunello Cucinelli
Coach
Givenchy
Hermès
Céline
Ferragamo
Loro Piana
Ralph Lauren
Tory Burch
Chow Tai Fook
Rankin
Link between Product on Email
Mobile Responsive
Video or Gif
Male / Female Segmentation
Navigation Bar
g
and Web Landing Page
1
Responsive
Never / Sporadic
Frequent
YES
Category Page
1
Responsive
Never / Sporadic
Frequent
Never
Mix Product Category
1
Not responsive
Frequent
Frequent
YES
Mix Product Category
1
Not responsive
Frequent
Frequent
YES
Mix Product Category
5
Responsive
Sometimes
Sometimes
Never
Mix Product Category
5
Responsive
Sometimes
Sometimes
Never
Mix Product Category
5
Adaptive
Sometimes
Frequent
YES
Category Page
8
Adaptive
Frequent
Sometimes
Never
Mix Product Category
8
Not responsive
Never / Sporadic
Frequent
YES
Mix Product Category
8
Responsive
Never / Sporadic
Never
YES
Mix Product Category
8
Not responsive
Sometimes
Frequent
YES
Mix Product Category
12
Responsive
Frequent
Never
Never
Mix Product Category
13
Responsive
Never / Sporadic
Never
Never
Mix Product Category
14
Not responsive
Sometimes
Never
YES
Mix Product Category
14
Adaptive
Sometimes
Never
YES
Category Page
14
Responsive
Never / Sporadic
Never
Never
Mix Product Category
17
Adaptive
Sometimes
Never
Never
Mix Product Category
18
Not responsive
Sometimes
Never
YES
Category Page
18
Adaptive
Sometimes
Never
Never
Category Page
18
Not responsive
Never / Sporadic
Never
Sometimes
Mix Product Category
18
Not responsive
Never / Sporadic
Never
YES
Mix Product Category
22
Not responsive
Sometimes
Never
Never
Mix Product Category
22
Not responsive
Sometimes
Never
Never
Mix Product Category
22
Not responsive
Never / Sporadic
Never
Never
Mix Product Category
25
Adaptive
Never / Sporadic
Never
Never
No product emails
25
Not responsive
Sometimes
Never
YES
Home Page
27
Not responsive
Never / Sporadic
Never
Never
Home Page
28
Not responsive
Never / Sporadic
Never
Never
Home Page
28
n.a (welcome email only)
n.a (welcome email only)
n.a (welcome email only)
n.a (welcome email only)
n.a (welcome email only)
28
No Email Received
No Email Received
No Email Received
No Email Received
No Email Received
28
n.a (welcome email only)
n.a (welcome email only)
n.a (welcome email only)
n.a (welcome email only)
n.a (welcome email only)
28
No Email Received
No Email Received
No Email Received
No Email Received
No Email Received
28
n.a (welcome email only)
n.a (welcome email only)
n.a (welcome email only)
n.a (welcome email only)
n.a (welcome email only)
28
No email option for Mainland China No email option for Mainland China No email option for Mainland China No email option for Mainland China No email option for Mainland China
Bookmarks on Emails
Weibo and Youku
WeChat with QR code; Weibo; Youku
Weibo, Youku
Instagram, Facebook, Twitter, Youtube, Snapchat, Pinterest, WeChat, Weibo, Youku
WeChat with QR code; Weibo; Youku
Weibo
WeChat, Weibo, Pinterest, LV Pass, Instagram, Youku
WeChat with QR code, Weibo
Instagram; Weibo; Youku
WeChat; Weibo; Nice
Facebook, Instagram, Youtube, Pinterest, G+
Facebook, Twitter, Instagram, Youtube
Youku; Weibo; WeChat with QR code
Weibo, Youku, WeChat with QR code
Weibo;WeChat; Youku
Facebook, Twitter, Youtube, Pinterest, Instagram, G+
Facebook, Twitter, Instagram
WeChat with QR code, Weibo, Youku, Instagram
Weibo, WeChat
Weibo, WeChat
Facebook, Twitter, Pinterest, Instagram, Youtube
Facebook, Twitter, Tumblr, Instagram
Facebook, Twitter, Intagram, Pinterest, G+
Weibo, Youku
WeChat with QR code
Facebook, Youtube, Instagram
Facebook, Instagram, Youtube, Twitter
NO
n.a (welcome email only)
No Email Received
n.a (welcome email only)
No Email Received
n.a (welcome email only)
No email option for Mainland China
Responsive
Frequent (above 20% of emails)
Frequent (above 35% of emails)
YES (Always / Frequent above 80%)
Landing on Web specific Product
Page or Mixed Product-Category
Page
Chinese bookmarks
Adaptive
Sometimes (between 5% and 20%
of emails)
Sometimes (below 35% of emails)
Sometimes (below 80%)
Landing on Category Page
only western bookmarks
Not responsive
Never / Sporadic (below 5% of
emails)
Never
Never
Landing on Home Page
No bookmarks
Source: Contactlab analysis
Figure 124: Brunello Cucinelli mobile Adaptive layout for Emails
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 80
Figure 125: Bulgari mobile Responsive layout for Emails
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 81
Figure 126: Burberry mobile Responsive layout for Emails
Source: Contactlab analysis
Figure 127: Tod’s example for differentiated emails by gender
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 82
Figure 128: Some major brands prefer to highlight only Chinese socials on Emails
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 83
Figure 129: Brunello Cucinelli offering the most options for Share. Weibo widely
adopted, while WeChat only by five brands
Digital Experience Axis – Share on China Websites (China, January 2017)
SHARE ON CHINA WEBSITES
WeChat
Facebook
Twitter
(Moments and (currently blocked
(currently
Pinterest
Send to friend)
in China)
blocked in China)
Forward
E-mail
Brand
Ranking
Weibo
Brunello Cucinelli
Burberry
Coach
Gucci
Hugo Boss
Michael Kors
Loro Piana
Céline
Chanel
Louis Vuitton
Saint Laurent
Armani
Balenciaga
Bottega Veneta
Cartier
Dolce & Gabbana
Fendi
Ferragamo
Hermès
Prada
Swatch
Tory Burch
Valentino
Shanghai Tang
Bulgari
Moncler
Tiffany
Dior
Givenchy
Ralph Lauren
Ray-Ban
Tod's
Zegna
Chow Tai Fook
1
2
2
2
2
2
7
8
8
8
8
12
12
12
12
12
12
12
12
12
12
12
12
12
25
26
26
28
28
28
28
28
28
28
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
YES
NO
YES
YES
YES
NO
YES
NO
YES
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
YES
YES
YES
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
NO
NO
YES
NO
YES
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
NO
NO
YES
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
NO
NO
YES
NO
YES
NO
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
YES
YES
YES
YES
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
YES
YES
NO
NO
NO
NO
NO
NO
NO
Yes
Yes
Yes
Yes
Yes
Yes
No
No
No
No
No
No
n.a.
Source: Contactlab analysis
Figure 130: Brunello Cucinelli offering the most options for Share (although no
WeChat)
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 84
Figure 131: Gucci product share on WeChat and Weibo
Source: Contactlab analysis
Figure 132: Apps for Chinese Customers: Half panel offering apps in Chinese, 10 players not offering any
app
Digital Customer Experience Proficiency – Apps for Chinese Customers (China, January 2017)
Brand
Cartier
Louis Vuitton
Swatch
Tiffany
Gucci
Valentino
Chanel
Dior
Givenchy
Hermès
Chow Tai Fook
Prada
Tory Burch
Armani
Bulgari
Fendi
Michael Kors
Ray-Ban
Balenciaga
Hugo Boss
Moncler
Saint Laurent
Coach
Loro Piana
Bottega Veneta
Brunello Cucinelli
Burberry
Céline
Dolce & Gabbana
Ferragamo
Ralph Lauren
Tod's
Zegna
Shanghai Tang
Ranking
1
1
1
1
5
5
7
7
7
7
7
12
12
14
14
14
14
14
19
19
19
19
23
23
25
25
25
25
25
25
25
25
25
25
APPS FOR CHINESE CUSTOMERS
iOS Apps
Android Apps
CN (Cartier Catalog / Cartier Fine Watchmaking / Cartier Bridal)
CN (Cartier Catalog / Cartier Fine Watchmaking)
CN (Louis vuitton Pass / Louis Vuitton City Guide / 100 Legendary Trunks)
CN (Louis Vuitton Pass)
CN (Swatch AR'T / Swatch & Art / The Swatch App)
CN (Swatch AR'T/The Swatch App)
CN (Tiffany & Co. Enagement Ring Finder)
CN (Tiffany Enagement Ring Finder)
CN (Gucci)
EN
CN (Valentino / Maison Valentino)
EN
CN (Chanel Fashion)
CN (Chanel Fashion)
CN (DIORMAG / DiorTV)
CN (DIOR MAG)
CN (Givenchy Men & Women)
NO
CN (Hermès Silk Knots)
CN (Hermès Silk Knots)
CN(CTF Membership/T Mark/CTF Game)
CN(CTF Membership/T Mark)
EN
EN
EN
EN
CN (Emporio Armani Connected)
EN
CN (Bvlgari Vault)
EN
CN (myBaguette)
EN
CN (Michael Kors Access)
EN
EN
NO
EN
EN
EN
EN
EN
EN
EN
EN
EN
NO
EN
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
Offered in Chinese
Offered in Chinese
Offered in English
Offered in English
Not offered
Not offered
Apps signalled on website
YES
YES
YES
YES
YES
YES
NO
NO
YES
NO
NO
YES
YES
NO
NO
NO
NO
YES
NO
NO
NO
NO
NO
NO
n.a.
n.a.
n.a.
n.a.
n.a.
n.a.
n.a.
n.a.
n.a.
n.a.
Signalled on Chinese/Intl.
website
Not signalled on website
n.a.
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 85
Figure 133: Example Swatch AR’T app signalled on China website (iOS and
Android)
Source: Contactlab analysis
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 86
About the collaboration with Contactlab
Exane has worked in collaboration with Contactlab on this report and the sections provided by Contactlab are clearly highlighted. The
contributors from Contactlab are Marco Pozzi, Francesca Borgonovo, Xian Zhang and Kuiling Song.
Contributors from Contactlab are not Research analysts and are not FCA or AMF registered. They have only shared their expertise on
clearly delineated sections of the report and did not have access to the full report or its conclusions prior to publication.
Contactlab presentation
Contactlab provides the leading engagement marketing platform for commerce-focused companies and fashion & luxury brands to
develop successfully digital communication programs that enable personalized marketing to unlock demand and build lasting customer
preferences. Founded in 1998, Contactlab is led by its founder Massimo Fubini, an internet industry veteran and opinion leader in the
marketing field since 1995.
Thanks to our own enabling PaaS technology and to the experience of our navigated professionals, we enable brands to achieve a
deeper understanding of customers, to deliver uniquely relevant messages at every touchpoint of the customer journey and to measure
performances with real-time dashboards that display all the relevant data. Our enterprise-grade platform is built with the highest security
level, reliability, management, scalability.
Our solutions enable brands to gain insights into the context of each customer and deepen the retail experience by delivering highly
individualized digital contact plans across channels based on events, preferences and product lifecycle.
Today, we work with more than 1000 clients in different industries across the world and serve most of the world-class brands in the
Luxury and Fashion sectors
Disclosures
All stock-specific commentary and recommendations in this report are solely based on Exane Research.
Contactlab
Contactlab does not make investment recommendations, in this report or otherwise, and nothing in this report should be interpreted as an
opinion by Contactlab either on market forecasts or on the prospects of specific companies.
This report and all of its content are strictly confidential. It may not be circulated or otherwise reproduced in whole or in part.
The analyses set out in the Report are the result of the aggregation of public materials and data coming from a sample of industry players.
Use of this report by any person for whatever purpose should not, and does not, absolve such third party from using due diligence and care in
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Any use which a person makes of this document, or any reliance on it, or decisions to be made based on it, are the responsibility of such
person.
Contactlab, its affiliates and representatives accept no duty of care or liability of any kind whatsoever to any person, and no responsibility for
damages, if any, suffered by any person as the result of decision made, or not made, or actions taken, or not taken, based on this document..
Exane BNP Paribas Research & Contactlab
Luxury Goods
21 FEBRUARY 2017
page 87
DISCLOSURE APPENDIX
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Exane SA
Luca Solca
Exane SA
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Luxury Goods
21 FEBRUARY 2017
page 88
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