In 2009, the luxury market saw a significant shift as numerous high-end brands turned their attention to China. On October 29th of that year, a groundbreaking website was launched in Paris, designed to captivate China's 1.3 billion people with the allure of French luxury—from designer apparel to opulent watches and exquisite jewelry.
The launch event was nothing short of spectacular, held at the commercial section of the Chinese embassy in Paris. The heads of iconic French brands such as Christian Dior and Chanel, along with representatives from dozens of other prestigious labels, gathered to celebrate the debut of the website, www.cColbert.cn.
The website was a collaborative effort between the Comité Colbert—a Paris-based organization representing around 70 French luxury brands—and Sina, China's leading Internet provider, boasting approximately 260 million users at the time. The site is available in Chinese, English, and French, making it accessible to a broad audience.
The website showcases stunning 3-D images of French luxury products, ranging from designer clothing and jewelry to high-end hotels and gourmet restaurants. However, the primary goal of the site is to tantalize consumers with these luxurious offerings, as it does not facilitate online purchases.
China's luxury market has been expanding rapidly. According to a report by Bain & Company, Chinese consumers accounted for one-third of global luxury spending in 2019, a figure that is expected to grow. The launch of www.cColbert.cn was a strategic move to tap into this burgeoning market.
Digital platforms have become increasingly important in the luxury market. A study by McKinsey & Company found that 80% of luxury sales are influenced by online interactions, even if the final purchase is made in-store. The launch of www.cColbert.cn aligns with this trend, offering a digital showcase for French luxury brands.
The launch of www.cColbert.cn marked a significant milestone in the luxury market, bridging the gap between French opulence and Chinese consumers. As the Chinese luxury market continues to grow, this digital platform serves as a crucial tool for French brands to engage with a new, affluent audience.
By leveraging high-quality visuals and multilingual support, the website aims to captivate and inspire Chinese consumers, setting the stage for future growth in the luxury sector.
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