How Luxury Brands Can Build A Loyal Fan Base During 11.11 Shopping Festival

10/13/22 • 13 min

Shopping festivals are evolving from discounting drives into an opportunity for brands to connect with new consumers and build a loyal fan base.

The 11.11 Global Shopping Festival, also known as Single’s Day in China, is the biggest retail event of them all and brands prepare months in advance to perfect their campaigns.
Traditionally conservative luxury brands are embracing online shopping in droves as the user experience improves in strides and e-commerce takes an increasingly larger share of total retail sales. In China, digitally native consumers expect a seamless shopping experience whenever and wherever they want to shop.
Luxury brands, such as Italy’s Brunello Cucinelli and Hungary’s Nanushka, recently made e-commerce in China a core plank of their international expansion.
in this episode of Alicast, Kathy Jiang, Principal & Chief Researcher at global consultancy Roland Berger talks with Alizila's Managing Editor, Alison Tudor-Ackroyd, about how luxury brands can maximize their investment in 11.11 to attract Chinese consumers.

Shopping festivals are evolving from discounting drives into an opportunity for brands to connect with new consumers and build a loyal fan base.

Previous Episode

Brunello Cucinelli‘s Greater China General Manager Michael Huang on Luxury Trends in China

You're listening to Alicast, a deep dive into innovative and emerging trends in e-commerce, online payments and digital entertainment, brought to you by Alibaba Group.

In this conversation, Alizila's Managing Editor Alison Tudor-Ackroyd talks with Michael Huang, General Manager for the Greater China region at Italian luxury brand, Brunello Cuccinelli.

Michael has over two decades worth of experience working for high-end brands in mainland China and has served at Brunello Cucinelli for more than eight years based in Shanghai.

They talk about luxury trends in China, the impact of the pandemic on brands and pointers for going digital.

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Nanushka’s CEO Péter Baldaszti Talks About China And The Future Of Fashion

Nanushka, one of fashion’s fastest-growing brands, is out to make a big splash in China, targeting nine stores across the world’s second-largest economy by 2026.

The Budapest-based fashion house also launched on Alibaba Group’s business-to-consumer marketplace Tmall and opened a store in Shanghai in October.

In this episode of Alicast, we’re joined by Péter Baldaszti, the co-founder and CEO of Nanushka and fashion investment platform Vanguards Group to talk about his China vision.

alicast by Alibaba Group - How Luxury Brands Can Build A Loyal Fan Base During 11.11 Shopping Festival

Transcript

In this episode of Alicast, Kathy Jiang, Principal & Chief Researcher at global consultancy Roland Berger talks with Alizila’s Managing Editor, Alison Tudor-Ackroyd, about how luxury brands can maximize their investment in 11.11 to attract Chinese consumers.
This podcast covers the growth of the luxury market in China, the rapidly evolving shopping habits of China’s affluent consumers and what brands must do to win their loyalty.
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