How to Embrace E-com for Luxury Brands?

12.01 Sub-track2  14:00 – 14:30

Introduction

How to Embrace E-com for Luxury Brands?
Nicole Yang, CMO China, SECOO Group

Year 2016, China Internet step into its 20s, while traditional Luxury brands, start to transform from ‘Reject E-com’ to ‘Embrace E-com’. However, the results are mixed. Many Luxury brands started to pilot e-com in China. Dior opened e-store in Wechat and sold 200 handbags in 1 hour; while Burberry and Coach launched flagship store in T-mall, yet either the sales were well below expectation, either exit gracefully.
According to McKinsey’s data, online sales only count for 6% of the total market, and grow twice as fast as the industry. And online market is estimated to reach 20 Billion Euro in 5 years.
But, how to embrace E-com in a right way? Secoo, the leading Luxury E-com platform, allianced with Tencent and McKinsey, connect the big data of high-end internet purchasers for the very first time, to unveal the right gesture to embrace E-com.

Nicole J. Yang – Chief Marketing Officer of Secoo Group

Nicole Yang, graduated from Journalism School of Fudan University, has worked in Unilever, Ogilvy& Mather, L’oreal and P&G for over ten years. She was the Global Brand Marketing Director in P&G.
Through the past 10+ years, she focuses in the Brand Marketing serving for Lancôme, Yusai, SK-II, MaxFactor，Olay, Tide, Ariel and etc. She has also worked in the P&G Global headquarter, as Global Trends Forecast Director, predicting the coming 7-10 years trends for strategic portfolio allocation. With the experience throughout different tiers and categories, Nicole has her deep understanding in the brand objectives, strategies and approaches in different brand stages.
After her returning back to China, she joined Secoo, the biggest Luxury E-com Giant in China, being the digital era pioneer, taking the challenge of the rapid change of China market, competition and users’ preference.