Brands in China cannot resist e-commerce prowess and consumer spending power. The 2014 edition of 11.11 saw sales dwarf 2013, with RMB 57 Bn spent on T-MALL alone compared with RMB 36 Bn on the same property in the previous year. Brands are investing more online in China, where e-commerce plays a larger role than in the West.

Meanwhile, digital brings luxury brands opportunities to better understand their consumers. It offer brands plenty of room to deliver brand stories lively. But from many experiences we found that not every trial was successful. How to still be luxury for premium brands in the new era of digitalization? 1. Cultural events co-op and interesting content; 2. Experience marketing in physical stores; 3.Increase the proportion of digital marketing, especially e-commerce. A perfect brand owned website is a better choice than T-mall store.