2011 Bain China Luxury Market Study
3
Luxury ecommerce in China is emerging but still nascent;
various operating models exist
High
Level of brand control
Low
Operating
model
Provider
example
Descriptions
Mono brand
Self-operated
Luxury brands operate
and maintain own e-
commerce sites directly
- Possibly with some
external assistance on
major site renovations,
logistics, etc.
Usually as add-ons to
corporate websites
• Mostly for marketing and
consumer education
purpose in China
Burberry
Partnership
YOOX.COM
• Brand official site with
brand's own domain name
+ "Powered by Yoox"
• Yoox offers complete e-
commerce solution
-Site maintenance, interface
design, logistics, customer
relationship management
service
Same price, products as
retail stores
Armani
Bally
EMPULAN
BALLY
Multi brand
Online outlets
GLAMOUR-SALES
惠奢华享生活
• Promotions targeting price-
conscious consumers
• Sell end of season products
and discounted at 30 ~70%,
avg. 45%
• Event-driven promotion
and exclusive to members
(+500k in China)
⚫ Limited inventory and
consignment model with
brands
Hugo Boss, Bulgari, D&G, etc
Brand
example
Source: Literature search
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