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Adapting luxury multibrand e-commerce strategies: how can western luxury multibrand e-commerce adapt Chinese advanced strategies to reinvent themselves for market success
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This thesis explores the strategies luxury multibrand e-commerce platforms in the US and
Europe can adopt from Chinese counterparts to enhance market success. It examines how
Chinese platforms like Tmall and JD.com utilize advanced technologies, personalized
marketing, and immersive shopping experiences to drive consumer engagement and sales.
Through qualitative interviews with Western and Chinese consumers, the study identifies key
challenges and opportunities, emphasizing the importance of personalized services, interactive
features, and high-quality presentation. The findings offer strategic insights for Western luxury
e-commerce platforms to innovate and better connect with their target audiences in an
increasingly digital marketplace.
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Luxury multibrand e-commerce Ominchannel experience Chinese market strategies Technological innovation CEMS MIM