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China - Hundreds of Bottega Veneta bags sold in seconds
25 September 2020

E-commerce platforms in China, including Alibaba and Taobao, appear to be succeeding in their attempts to woo global luxury brands to their livestreaming events.



Livestreaming grew in popularity during lockdown and, even now that most physical stores have reopened, the momentum has continued. This has led to the creation of dedicated livestreaming events for luxury leathergoods and brands setting up cloud-based pop-up stores.

Alibaba has said that 80% of buyers of luxury goods in China are aged 35 and under and that people aged between 18 and 25 represent the fastest growing segment. It is precisely this group that tunes in most avidly to livestreamed shopping events.

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