DeWu

In the run up to our full DeWu whitepaper release, see the top five products from the big five luxury brands and what it can tell us

DeWu (得物) / Poizon, an ecommerce platform originally for sneakerheads, is becoming a popular a destination for GenZ consumers in China to discover and buy luxury products. While their consumer base profile aroused the interest of luxury brands, the presence of heavily discounted products also brings some concerns on brand image and cannibalization to direct channels. In our initial analysis of luxury products on DeWu, we look at the performance of 4 luxury sneakers (Balenciaga, Gucci, Saint-Laurent and Burberry) compared to their TMall flagship stores.

The Month in Luxury is a roundup of the digital activity across the luxury market in China. We analyze luxury brands across multiple digital channels to bring top performers from both a brand and a product perspective.