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Burberry certainly faces a major headache with the recent announcement that it may be losing the trademark on its tartan pattern in China, but the setback may not be as grave as it seems.
Niche brands are rising at a rapid pace in China as consumers become more experimental and individualist, leading to several new platforms for both consumers and businesses to gain access to smaller labels.
Although most attention was focused on Tmall for Singles' Day, its major competitor also brought in successful sales numbers.
Bigger than Cyber Monday or Black Friday, China's massive e-commerce event has prompted top e-tailers to go all out with huge promotions in hopes of even larger profits this year.
In the coming year, Chinese customers will demand better quality and more unique products, according to a new survey by Ruder Finn.
Halfway between Golden Week and Christmas, China's Singles' Day netted more revenue than the United States' Black Friday and Cyber Monday last year.