This is because the shopping festival has trained Chinese consumers to pay more attention to brand offers around this time. We have already seen a significant boost in traffic in our flagship store on Tmall Luxury Pavilion since October. What do you plan for Chinese consumers this year? This is Longchamp’s second 11.11 since the launch of your official flagship store on Tmall Luxury Pavilion. We spoke to Longchamp General Manager of China Josephine Liang to get the brand’s take on its second year participating in 11.11, what else it has in store for Chinese consumers and how Covid-19 has accelerated Longchamp’s digital transformation. It’s also offering a limited number of handbags only previously available in its official shops in Paris to Chinese high-end shoppers who can’t travel to Europe due to current pandemic border restrictions. Longchamp, known for its Le Pliage handbags that easily fold into a pocket-size rectangle, has dropped a new rendition of the classic bag just for Chinese consumers during the 11.11 Global Shopping Festival.Īs the world’s largest sales campaign draws near, the French luxury house launched special-edition, embroidered Le Pliage bags that will be offered only on Tmall Luxury Pavilion, Alibaba Group’s dedicated platform for luxury brands.
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