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“Logistics is the ‘killer app’ of the Chinese e-commerce giants”


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November 2019

“Logistics is the ‘killer app' of the Chinese e-commerce giants”

WeChat or Weibo, Tmall or JD: which platform is most likely to align with the strategies of Swiss watch brands? Geneva-based Digital Luxury Group (DLG) was a pioneer in offering luxury brand services in China. We met with Managing Director China, Pablo Mauron, to discuss this digital world that stokes so many fantasies.


t is in a vast coworking area in the heart of Shanghai, where several startups and international companies coexist, that we find the offices of the Digital Luxury Group, or DLG as it is more familiarly known. Bright light, contemporary wall art, designer sofas, neatly arranged green plants, white tables, no neckties but plenty of sneakers – there’s no doubt that we’re in “international Shanghai”. This is where the Chinese millennials operate, the new target of all global luxury brands. They are the ones who keep marketing directors awake at night, in Paris, Milan or New York!

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