Key Takeaways: The Tmall flagship store model gives companies control over their marketing efforts, supply chain, and sales growth. This control is sacrificed when multiple distributers and multiple specialty stores are involved. Luxury brands benefit from the flagship store model, as it allows them to focus on and maintain brand integrity through one sales channel. […]
Penetrating a market as large as China means reaching beyond the most-popular retail districts in Shanghai and Beijing. While some global brands are building storefronts across scores of second- and third-tier cities, even the top brands have learned that e-commerce efficiently extends their marketing reach. Smaller companies have no choice. The cost of going online […]
