戈登对英国奢侈品牌提出的数字沟通建议包括:在公司主页上设立一个中文登陆界面,确保品牌宣传清晰传达出品牌的最大优势,不要预设消费者对品牌已经有所了解。
Meanwhile, the Bond Street Association, representing dozens of Mayfair businesses, has signed up to a “China-ready” workshop series devised by China Edge to help retailers offer Chinese-friendly luxury shopping.
与此同时,代表梅费尔区(Mayfair)数十家商户的邦德街协会(Bond Street Association)参与了由China Edge组织的一系列“为中国做好准备”研讨会,以帮助零售商们提供令中国消费者宾至如归的奢侈品购物体验。
“This year, more than 100m Chinese residents will travel abroad seeking high-end luxury brands,” says Gordon Clark, UK manager for Global Blue, tax-free shopping specialists. “These goods can be up to 30 per cent cheaper to purchase in the UK than in China even before the tax-free refund.”
免税购物专营商环球蓝联的英国区经理戈登•克拉克(Gordon Clark)表示:“今年,将有超过1亿名中国居民出国旅行,同时购买高端奢侈品牌。即使不考虑免税返还,在英国购买这些产品也会比在中国购买便宜30%。”
Tales abound among luxury industry insiders of the extravagance of Chinese shoppers. Last November, before “Singles’ Day” – China’s equivalent of St Valentine’s day – one Chinese man bought an engagement ring from 77 Diamonds, a London-based online jeweller, despite the fact that he did not have a girlfriend. He bought the ring “just in case”, the company says.
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