Are Chinese e-commerce platforms ready for a luxury update?

From TMall's Luxury Pavilion to JD.com's Toplife, China’s e-commerce giants are expanding into the luxury sector through customer insights, hi-tech experiences, and exclusive offerings One lucky Audemars Piguet fan in Beijing got more than he bargained for After placing an order on the brand’s WeChat store, to his surprise, the merchandise was delivered to him by the brand’s CEO, François-Henry Bennahmias, and Richard Liu, founder of e-commerce giant JD.com. The Swiss luxury watchmaker’s first foray into e-commerce in China, with technical support provided by JD, is one of the shining examples of how luxury brands are embracing e-commerce across the nation Special editions of Audemars Piguet’s iconic sporty watches – priced from 149,000 yuan to 463,000 yuan (HK$183,100 to HK$569,000) – available on the WeChat store can be bought using WeChat pay “Online sales are growing day by day,” Bennahmias says.

“We have customers who would buy a 60,000 yuan watch online It’s . Source