Nov 11, 2022| Embraces Metaverse to Bolster Singles’ Day Luxury Shopping


by Doris Liu

As the luxury industry is pursuing digital transformation, is utilizing technologies such as VR, AI and digital collectibles in omni-channel scenarios during the ongoing Singles’ Day Grand Promotion, helping create an emotional connection and fulfill consumers’ desire for an exclusive shopping experience.

Louis Vuitton’s LV Archlight Sneaker with a futuristic design, a classic CELINE Ava bag along with BULGARI Divas’ Dream necklace can all be experienced via 3D visualization, enabling JD’s customers to view product details from 360 degree field of vision. To further optimize the shopping experience, CELINE considerately added a size comparison function, using an iPhone as a reference, so that consumers can visually estimate the actual size of the Ava bag; meanwhile BULGARI Divas’ Dream necklace continues to offer augmented reality (AR) try-ons for different colors of the jewelry.

“We embrace digitalization and have partnered with for 19 international premium brands,” said Andrew Wu, LVHM Group President of Greater China. “LVMH Group looks forward to continuing to join hands with to build up the digital development and upgrade of high-end brands.”

Some luxury brands chose blockchain-based digital collectibles to emphasize their unique and irreproducible features. From November 6 to 11, consumers who purchase among 20 designated products in JD’s Max Mara flagship store have a chance to receive a limited-edition digital collectible featuring a skiing teddy bear. German brand MCM has also prepared a digital collectible of its M PUP VISETOS doll, which embodies a mix of playfulness and poise, for the first 500 consumers. The form of digital collectibles inherits the brand characteristics and unlocks modern novelty while embodying the brands’ classic heritage, and magnifying the charm of the world’s top brands.

According to a report on the luxury market jointly released by the consulting firm Boston Consulting Group (BCG) and Tencent Marketing Insight (TMI), the importance of the digital ecosystem continues to strengthen in terms of purchase channel of luxury goods. Based on consumers’ most recent luxury purchases, 39 percent opted for online shopping. Yaok Institute, a luxury research and consulting organization, expected that the online sales of luxury goods make up more than 30 percent of the overall transaction volume of the industry in China.

In this context, the J Shop, JD’s fashion and lifestyle business, is engaged in introducing more innovative digital methods to help its over 400 luxury brands embrace the metaverse based on the capabilities of technology, digitally intelligent supply chain and mature operation mechanism, etc. By crossing the physical-digital divide smoothly, luxury labels and consumers will reach a balance in an immersive experience both online and offline throughout the shopping journey, which will further contribute to the growth of online luxury consumption.