DLG (Digital Luxury Group)

DLG is proud to announce the promotion of Eloise Bonder-Devaux to the role of Head of Search & Performance Media and entry in the Geneva Management team as of July 1st. Eloise joined DLG in April 2020 as Performance Marketing Manager following successful years spent agency-side in France and in the UK, developing and implementing search strategies for international brands. She was then promoted to a Senior position in January 2023, co-leading the Search & Performance Media department of the agency ever since. In this key position, Eloise succeeds Benjamin Dubuc, whose new responsibilities within DLG will soon be announced as part of major agency developments. Eloise’s mission to continue driving her department forward will include:  • Designing and following the implementation of growth strategies for our luxury clients  • Managing the continuous refinement of the agency's search and performance offering (services, tools, and methodologies)  • Leading the performance media team, with an emphasis on the hiring, retention, and development of team members “Eloise has consistently proven herself as a top expert, an inspiring mentor, and a dedicated sparring partner for clients. Her rapid evolution in the company is a testament to our trust in her skills and potential,” says David Sadigh, Founder & CEO.

DLG is proud to announce the promotion of Eloise Bonder-Devaux to the role of Head of Search & Performance Media and entry in the Geneva Management team as of July 1st. Eloise joined DLG in April 2020 as Performance Marketing Manager following successful years spent agency-side in France and in the UK, developing and implementing search strategies for international brands. She was then promoted to a Senior position in January 2023, co-leading the Search & Performance Media department of the agency ever since. In this key position, Eloise succeeds Benjamin Dubuc, whose new responsibilities within DLG will soon be announced as part of major agency developments. Eloise’s mission to continue driving her department forward will include:  • Designing and following the implementation of growth strategies for our luxury clients  • Managing the continuous refinement of the agency's search and performance offering (services, tools, and methodologies)  • Leading the performance media team, with an emphasis on the hiring, retention, and development of team members “Eloise has consistently proven herself as a top expert, an inspiring mentor, and a dedicated sparring partner for clients. Her rapid evolution in the company is a testament to our trust in her skills and potential,” says David Sadigh, Founder & CEO.

As Jean d'Ormesson would have said (RIP), "I despise honors and money, but I do not hate everything I despise..." 😁 - Congrats DLG China Team!

🥁Drumroll, please... 🏆DLG (Digital Luxury Group) just snatched the Special Prize at the 12th TopDigital Innovative Marketing Awards, thanks to its creative online content and Mini Program experience for TUMI's 2024 Lunar New Year Exclusive Collection. Of 3,307 entries, TUMI stood out as one of the few luxury brands to be recognised this year. 🔊“This award reflects DLG‘s decade-long expertise in crafting innovative digital experience in the Chinese market, enabling luxury and high-end brands to engage local consumers with resonating messages at the right moments,” said Pablo Mauron, Partner and Managing Director China at DLG (Digital Luxury Group). “We are grateful to have brand partners like TUMI. Their continuous ventures in the local market empower DLG and our team to excel and deliver high-quality services consistently.” 💖 Huge thanks to our team and colleagues from Tumi who helped us reach this sweet success. Stay tuned - more great things are on the horizon!

🥁Drumroll, please... 🏆DLG (Digital Luxury Group) just snatched the Special Prize at the 12th TopDigital Innovative Marketing Awards, thanks to its creative online content and Mini Program experience for TUMI's 2024 Lunar New Year Exclusive Collection. Of 3,307 entries, TUMI stood out as one of the few luxury brands to be recognised this year. 🔊“This award reflects DLG‘s decade-long expertise in crafting innovative digital experience in the Chinese market, enabling luxury and high-end brands to engage local consumers with resonating messages at the right moments,” said Pablo Mauron, Partner and Managing Director China at DLG (Digital Luxury Group). “We are grateful to have brand partners like TUMI. Their continuous ventures in the local market empower DLG and our team to excel and deliver high-quality services consistently.” 💖 Huge thanks to our team and colleagues from Tumi who helped us reach this sweet success. Stay tuned - more great things are on the horizon!

Following an underwhelming first quarter in 2024, there has been much discussion about the supposed “decline” of the Chinese luxury market. However, to fully grasp the state of the Chinese luxury market, it is crucial to differentiate how various market segments are faring against factors like the economic climate, the resumption of international travel, and brand efforts towards elevation, as these factors impact luxury houses in China in vastly different ways, depending on their positioning, scale of operations, and target clientele. It’s with that perspective in mind, that I accepted Jing Zhang and Julienna Law’s invitation to share my perspective for Jing Daily on today’s luxury market in China, with great support from Pablo Mauron, Iris Chan (陳淙韵) and Mario Juárez of DLG (Digital Luxury Group). Please reach out, if you’d like to discuss this in more details or comment below. #China #Digital #Luxury #Branding #Growth #Market #BrandElevation #LuxuryMarket

Let’s be clear, Tmall's discount strategy hurts beauty brands' profitability. The world's top beauty brands are facing significant challenges in China due to Tmall 's current focus on fighting the rise of Douyin and PinDuoDuo. While Tmall may tout impressive Gross Merchandise Value (GMV) figures, this metric no longer reflects the true performance of brands on the platform. The issue lies in the surge of returns and order cancellations on Tmall over the past 12 months. This is primarily driven by the platform's aggressive use of discount coupons, which shoppers exploit by making purchases solely to meet the coupon thresholds and then canceling a large portion of their orders. For example, during this year's 618 festival, Ralph Lauren saw 70% of its Tmall GMV canceled and 15% returned. This trend is affecting many beauty brands, leading to a significant disconnect between their GMV growth and actual net revenue - see examples below. Furthermore, Tmall has shifted its focus away from the full-price 5/20 gifting festival, instead allocating more resources to its heavy discount focused 6/18 event. This has forced many brands, especially in the beauty category, to refocus their entire Q2 strategy towards 6/18's deep discounts and promotions. While Tmall's year-over-year GMV from May 1 to June 10 may be stronger, the actual online net revenue and profitability of brands during this period, and therefore in Q2, is likely to be disappointing. The bottom line: 👉 GMV figures are no longer a reliable indicator of performance, regardless of all the PR you can expect from Tmall in the coming days. 👉 The rise in returns and cancellations, coupled with Tmall's emphasis on deep discounts, has severely impacted the online profitability of leading beauty brands in China. 👉 Tmall's strategy to protect its market share is unlikely to succeed, but it will likely harm the profitability of both Tmall and its brand partners. 👉 Douyin unfortunately offers no salvation: beyond its hyper transactional nature, its contribution margin, usually below 20%, renders it the least profitable channel in China, far below Tmall, which usually offers beauty brands a contribution margin of 45%. What brands should do: 👉 Resist Tmall’s encouragements to discount - it’s unsustainable! 👉 Evaluate the cost and benefits of participating in coupons scheme. 👉 Closely optimize performance marketing investments to maximize ROI and net revenue. 👉 Evaluate the actual profitability of Douyin, which is unlikely to fully compensate for any decline on Tmall. DLG (Digital Luxury Group)’s China Digital Acceleration program was designed to help global brands navigate the Chinese digital ecosystem and accelerate their performance in China by elevating their brand, maximizing ROI, and accelerating net revenue. Please reach out to Iris Chan (陳淙韵), Pablo Mauron or me to find out more. #China #Beauty #Growth #Markets #Marketing #eCommerce #Sales #MarketPlaces #DigitalMarketing #Economics

DLG (Digital Luxury Group) and Re-Hub are pleased to announce the release of the all-new white paper – Decoding Luxury Marketing Milestones in China 2024: 520. This report unpacks the content, influencer, and merchandising strategies of 103 luxury and premium brands during this year's 520 festival. Additionally, it addresses the following topics: 📆 How important is 520 in the Chinese marketing calendar? 🛍 Is discounting a relevant tactical lever for 520? 🤳 How to build brand-relevant innovative digital activations? Download our latest report on the 520 festival on Luxury Society > https://lnkd.in/gas2q4Kv Special thanks to the contributions from Mario Juárez, Pablo Mauron, Max Peiro, Thomas Piachaud - 唐骏鹏, Jacques Roizen, Kira Zhang

How can luxury brands' headquarters balance the importance of maintaining global brand consistency while giving autonomy to their local markets for important milestone activations? Here's a great example of successful content and impactful orchestration between local and global: - This Porsche AG post, initially developed for the Chinese market and published on WeChat, leveraged the cultural significance of cherry blossoms in Asia. 🔗 View on Wechat > https://lnkd.in/e4zihmZD - This visually striking and emotionally resonant content generated exceptional engagement on WeChat, to the point that it was later adapted for global distribution on Instagram, achieving over 2.3 million likes, more than ten times the usual engagement on a global platform. 🔗 View on Instagram > https://lnkd.in/e6QN-cgz For over a decade, DLG (Digital Luxury Group) has been committed to building a bridge for digital communication excellence between global headquarters and local markets, including China. By combining data-driven insights with creative excellence, we help our clients consistently outperform their peers and achieve their most ambitious goals.

DLG (Digital Luxury Group) and Re-Hub studied the e-commerce and social media performance of over 100 brands during this year's 520 (also known as Chinese Internet Valentine's Day). We observed that compared to last year's 520, the total Tmall revenue for our sampled brands increased by 0.2%, while user-generated content (UGC) grew by 36.5% on RED during this period. Despite facing weak consumer confidence, a trend of trading down, and an outflow of luxury spending, the performance of luxury brands has proven that this festival remains significant for the luxury sector.   📢 Which brands garnered the most attention during 520? 💍 Were the best-selling products exclusive holiday releases? 📈 Which brands achieved exceptional revenue growth against the odds this year?   Want to know more about how luxury brands are faring in this shopping event? Stay tuned for the full release of the all-new "Decoding Luxury Marketing Milestones in China: 520."