China vs Europe: how do chinese consumers evaluate fine Jewelry brands operating on tmall luxury pavilion

Abstract

This paper aims to assess consumer perceptions of fine jewelry brands operating on Tmall luxury pavilion and extract insights for brands that might consider entering the Luxury Multi Brand e retailer ecosystem in Europe. From the analysis of 910 consumer reviews, the paper concludes that attentive and personalized customer support, and curated brand packaging are among the top mentioned dimensions in the reviews that impact consumer online purchase experience. And delivering a personalized customer experience requires brands to have control over customer relationship management. Therefore, negotiating with the platforms to have the brand’s e-store is the first step before entering.