Jingdong Helps Overseas Luxury Brands Enhance User Online Shopping Experience

Foreign media reported that with the quality of customer service, Jingdong will distinguish the other watch retailers in the market. As more and more middle class consumers buy luxury watches, more and more high-end brands will join the website.

London luxury jeweler Jessica McCormack began selling products to high-end customers through online channels six months ago. She prefers customers to her Mayfair townhouse. The works of New York artist Michael Rosenfeld are lined up on the wall, while in the studio, customers can manually select diamond custom engagement rings. But as more and more people promote products on social media platforms such as Instagram and WeChat, she decides to try it out.

Providing high quality online customer experience is imperative. She chose Threads Styling, a personalized shopping service provider. Businesses arrange products to display and record videos, and spend 24 hours on the social media platform.

The video was shot at Ms. McCormack's store. In the video, an Asian model in a white summer dress sits at the table of the outdoor garden, wearing the brand Chi Chi series, worth 68500 pounds of diamond and gold necklace. There are all kinds of matching bracelets, diamond rings and earrings. Then the lens turned to a glittering Heart Diamond Ring in close-up, worth 33500 pounds.

Users can chat with Personal stylists in person (these stylists are trained in brand and gemological aspects) and slide up the page to buy jewelry. Ms. McCormack said, "we have received quite a large amount of orders at present." They plan to carry out larger scale activities.

The highly personalized service provided by Threads Styling, namely "online interactive marketing", is just one of many start-ups that meet the needs of high-end customers for high-end jewellery and watches. Threads works together with more mature platforms such as Net-a-Porter, Moda Operandi and China's Jingdong to integrate VIP services and technology.

Threads also creates video content for more traditional brands such as Chaumet, and then sends them on Instagram or directly sends them to customers' WhatsApp or WeChat through buyers. Anyone can view the video, but to get the video, the user must be a registered customer. Just slide them, they can buy products or get advice on matching.

Large luxury brands such as Rolex (Rolex) and Graff (Graff) still take a wait-and-see attitude towards the electricity supplier, and think that it can not match the experience that the customers in the store can touch the product and service leading personally. However, through attractive content and convenient shopping, other brands are winning large numbers of customers through online sales, especially Chinese consumers who are good at online shopping.

Sophie Hill, the founder and chief executive of Threads, said that customers may not trust the online shopping channels. Winning customers' trust is the key point in customer relationship. "Secondly, the way customers want to get services. At present, it is through WhatsApp, WeChat and private letters. But our technology can cover any channel, so if customers are active in other private platforms on social networks, we can follow them to carry out activities with different platforms. "

Sophie Hill said Threads Styling began offering personalized shopping services to its Middle East customers through mobile phones. Now, the Asian customer base is "growing rapidly", many of which are Z generation super high net worth people and the high marriage generation. She pointed out that jewelry launched by Threads in November 2017 accounts for 1/5 of its revenues.

A McKinsey report shows that less than 10% of jewelry trading is done online. The industry with the greatest potential for online sales growth is the low price fashion series instead of high grade jewellery.

Ms. McCormack pointed out that "people's shopping methods have changed a lot." "My idea may be more traditional. Why should we spend 29000 dollars on a thing before we have seen the product touch?" but we have to think from the customer's point of view.

Facts have proved that online shopping has swept the high-end products market of Threads. Ms. Hill pointed out that their maximum transaction volume was millions of dollars, and they often sold products between 30000 and 50000 dollars, and the "stable trading volume" was about 100000 dollars. Recently, the company sold two Van Cleef Lady Arpels Lady PLantarium watches worth 223000 US dollars.

Net-a-Porter launched its own high-end jewelry website this summer, which has increased its access to high-end jewelry pages by 60%. So far, brands such as Nadia Morgenthaler, Boehmer et Bassenge and Boghossian have been popular, such as Repossi's custom gold and diamond cuff links, the company said.

Nina Runsdorf, headquartered in New York, launched its own trading website this year on Moda Operandi's online luggage show (one month) and Threads. Ms. Runsdorf pointed out: "jewellery should not be displayed on the Internet for a long time. Its appearance is of great value and should not be overexposed."

Jingdong (JD.com) is China's largest retailer, with revenues of over $67 billion last year. Its selected jewelry and watch brands include Henry Moore, Chopin, Bao Zai Lai, Zhen Li Shi and so on. Its luxury distribution service for VIP customers, "Jing Zun Da", will choose the courier who wears white gloves and black suit to deliver the items to the customer's home.

Belinda Chen, head of Jingdong watch department, said that after the provision of after-sales services such as maintenance, brand and consumers are willing to choose Jingdong.

She pointed out that since the cooperation with China's watch retailer Xinyu, they have reduced the watch repair time from 21 days of the average market cycle to 8 days. Consumers can return the watch to the store, or choose to pick up the goods from the Jingdong and send them to the designated repair points and express them to the consumers.

"Having excellent customer service distinguishes Jingdong from other watch retailers on the market." As more and more middle class consumers buy luxury watches, more and more high-end brands will join the website.